8 Breakthrough Strategies Seminar 3.2.09

transcript

eTapestry is a Blackbaud Company

Judy Nash

Account Executive

8 Breakthrough Strategies for the Next Decade of Fund Raising:

An Executive Briefing

Who is eTapestry?Who is eTapestry?

• Dedicated to serving nonprofits

• A fast growing, successful NASDAQ firm

• A company that thrives on innovation

• A group that is passionate about service

• People who love to have fun!

What is our history?What is our history?

• Founded by former execs of MSC

• First “Software as a Service” solution for nonprofits in 1999

• 6,000 nonprofit clients around the world

• Became part of Blackbaud-August 2007

AgendaAgenda

1. Pure Fund Raising Tools• Database• Matching Gifts• Recurring Gifts• Essentials for the “Ask”• Segmentation

2. Relationship Building Tools• CRM• Email

Agenda (cont.)Agenda (cont.)

2. Relationship Building Tools (cont)• Web 2.0• eTap Mobile

3. Benchmark Reporting

4. Donor Loyalty

5. Community Building Tools

6. Web Site Optimization

7. Research/Analytics

8. API (Interface to the world outside)

“Today we have the chance to seize two hours which could have a major impact on monies raised for your mission!”

Jay Love CEO and Co-Founder of eTapestry

Photo credit: Sorin Brinzei

The Rules Still Apply

(It’s all about relationships…not technology)

Know the Difference

It is Now a New WorldIt is Now a New World

Initial ConclusionsInitial Conclusions

Fundraising is still based upon Relationships Fundraising is still based upon Relationships Technology expands our opportunity for Technology expands our opportunity for

Communications Communications Communications build strong RelationshipsCommunications build strong Relationships Technology is and will be part of any NPOTechnology is and will be part of any NPO Web-based systems offer new cost-effective Web-based systems offer new cost-effective

opportunitiesopportunities Technology takes many shapes Technology takes many shapes Your use of it levels the “playing field” Your use of it levels the “playing field” Your success can be increased because of Your success can be increased because of

technology (more with less!)technology (more with less!)

“Your database is like a septic tank. (Does that comparison bother you?) If it's working well, you barely give it much thought. But nobody likes getting into a septic tank. If your database is not well maintained, you're going to have a real mess on your hands. Keep it in working order.”

Jerold Panas

1. Pure Fundraising Tools1. Pure Fundraising Tools(DATABASE)(DATABASE)

Times are changing.

What are you doing to make sure you stay ahead?

• Does it make sense for us to invest in technology?

• Does our database help us raise money?

• Your database = FUNDRAISING TOOL

• What are some ways your database can help you fundraise?

1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts

Quite Simply a Doubling of Donation Amounts!

Most Often Money that Falls Through the Cracks

Relationships, Relationships, Relationships

Leveraging Your Technology Investment

Matching GiftsMatching Gifts

The Foundation of many Fundraising

Programs

Constituents become Investors rather than

Donors

Technology makes it Easy

Key in Online Transactions (Automate

whenever possible!!!)

1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts

It Must be Easy or it will not be Used!

“Home Page”

Investors in Your Mission

Relationship + Knowledge + Proven Plan = SUCCESS

1. Pure Fundraising Tools:1. Pure Fundraising Tools:Essentials of the AskEssentials of the Ask

Personalize Everything You Can

Let Technology do the Work for You

Queries can be Intuitive and Easy

Think with Building Blocks and Logic

1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation

Strong Relationships are from Knowing Important Details, Hopes and Dreams

Easily Supplement your Memory

Only Works if Used Daily by All

A Remarkable “Secret Weapon” for Fund Raising

2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)

“If you want milk from a cow, you don’t send it a letter.”

Si Seymour

Consider:Technology allows you to create and

maintain relationships with 100 x more people than your own mind can.

If you want to increase your outreach:

Leverage technology in building relationships!

We’ve captured information…

We’ve established a relationship…

We must maintain/build on these relationships…

How can we expect to communicate personally with so

many people?

2. Relationship Building:2. Relationship Building:eMaileMail

The Foundation of the Communications Revolution

Expected by EVERY Generation Now

Use Properly or the Results are Worse than not

A Fraction of the Cost of Other Forms of Communication

E-mailE-mail

versus

•Cost?•Preparation?•Customizable?•Content?•Acceptance?•Timing?

Direct MailDirect Mail EmailEmail

Substantial – labor intensive Easy

Expensive (materials/prep/postage) Very low cost

Yes (personalization/gift info/etc.)

Virtually unlimited Has limits

Universal Growing

Slow Fast

Email Key Functions

Tracking: bounces, opens, click-throughs

Subscription management: automated unsubscribe or opting out link

Key Functions:

Deliverability: Fulltime staff 24/7 monitoring blacklists, spam filtering and ISP standards

Horsepower: Up to 300,000 emails per hour via a schedulerSpam analysis tools

WYSIWYG editor

Seniors OnlineSeniors Online

• 65% of those 50-64 years old, and 32% of those 65 + use the Internet•22% of 65+ crowd was online in 2004•15% in 2000(source: Pew Internet, Feb-March 2007)

•17 Million internet users aged 62+.•Spending an average of 44 minutes per day online•Those online are better educated & have higher incomes•Those online spend 70% more each month than those offline(source: Pew Internet, April 2008)

If you think the 66% of baby boomers that are online now are going to give up their internet when they turn 65, think again!

Still not convinced?Still not convinced?

• Lost Cost = Low Risk

• Easy to measure effectiveness

• Don’t fall behind (Start collecting e-mail addresses TODAY!)

Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0

What do we mean?

2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0

Web 1.0 refers to first generation Web-based content that was typically one-way static communication.

Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.

Reading vs. Writing Organizations vs. Communities Home Pages vs. Blogs Portals vs. RSS Owning vs. Sharing

Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/

You are NOW the Catalyst not the Originator

Where Thousands of New Relationships can Begin

Traffic you Always Dreamed of for your Web Site

Easier than you Think to Do

Source: The Wall St. Journal , 2006

2. Relationship Building:2. Relationship Building:Web 2.0 – Online Video UseWeb 2.0 – Online Video Use

2. Relationship Building:2. Relationship Building:Web 2.0 – Fun VideoWeb 2.0 – Fun Video

Web Video StatisticsWeb Video Statistics1. Video is Bigger Than Search: 12 billion videos are

watched per month vs. 10.5 billion searches conducted.

2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago.

3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012.

4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.

Source: BrightRoll

2. Relationship Building:2. Relationship Building:Web 2.0 – Social NetworkingWeb 2.0 – Social Networking

Friends

12,309

Friends

18,047

Friends

25,037

Friends

2. Relationship Building:2. Relationship Building:Web 2.0 – Social NetworkingWeb 2.0 – Social Networking

2. Relationship Building:2. Relationship Building:Web 2.0 - WidgetsWeb 2.0 - Widgets

2. Relationship Building:2. Relationship Building:Web 2.0 - RSSWeb 2.0 - RSS

“If you're a nonprofit manager right now and you're not using RSS, you're falling behind.”You're not getting information -- about your cause, about your people, about your profession -- efficiently enough, which means you're not getting enough information, period.

Source: democracyinaction.org

And someone else is getting that information, or will be soon.

• Someone eyeballing your job.• Or your press release.• Or your grant application.• Someone competing with you for your constituents.• Or someone competing with your constituency for influence.

Source: democracyinaction.org

2. Relationship Building:2. Relationship Building:Web 2.0 - PodcastsWeb 2.0 - Podcasts

2. Relationship Building:2. Relationship Building:Web 2.0 – Message BoardsWeb 2.0 – Message Boards

2. Relationship Building:2. Relationship Building:Web 2.0 - WikipediaWeb 2.0 - Wikipedia

Peer Fundraising OnlinePeer Fundraising Online

2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Fundraising PagesWeb 2.0 – Personal Fundraising Pages

• PDA, Smartphone, etc. •Specifically formatted for mobile use

• Fast

• Real time information – no syncing or downloading

2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile

Mobile Mobile AccessAccess

Search for any account in your database

Hotlinks allow you to easily phone, email, or even get a map…

…giving you instant tools for your mobile travels

Store and see pictures, or drill down into a giving summary…

…detailing a donors financial support

Add new contact information from your mobile device and have all the details…

You can even run queries with eTapestry Mobile…

Best of all . . . eTapestry Mobile is no charge with your eTapestry service!

How about a Break?

Lets reconvene in 10 minutes!

3. Benchmark Reporting3. Benchmark Reporting

Evolving Technology = New Ways of

Thinking

What else can a web-based database mean for

How would you go about finding the number of lapsed donors and dollar amounts for them?

How do you compare your organization to others?

How do we measure success of our organization with similar groups?

Direct Comparisons are Powerful

Accurate Data from Thousands of Non-Profits

Ability to Isolate Peer Groups

Focus Your Team on Areas with the Greatest Impact

3. Benchmark ReportingGiving Dynamics Report

3. Benchmark ReportingBenchmark Status Report

How do you know which donors are loyal?

• Which are accessible?

• Which feel trapped?

• Which are at risk?

4. Donor LoyaltyQuestions

4. Donor Loyalty 4. Donor Loyalty

Why Measure?Why Measure?

• More NP’s Equal More CompetitionMore NP’s Equal More Competition

• Appropriate Donor Strategy is EasierAppropriate Donor Strategy is Easier

• Donors Expect MoreDonors Expect More

• Everyone Loves to Provide Their Opinion Everyone Loves to Provide Their Opinion

How?How?

• Surveys are an easy e-mail add onSurveys are an easy e-mail add on

• Surveys can be an interactive part of your Surveys can be an interactive part of your Web SiteWeb Site

• Everyone Loves to give his/her opinion!Everyone Loves to give his/her opinion!

• Proper analysis of the results is KEYProper analysis of the results is KEY

A donor’s loyalty level is indicated on the search screen

- Value/Strategic Fit +

Value Creators

Value Sustainers

Harvest

Value Detractors

Replace

Value Opportunities

Convert

Retaining Current Donors is Job # 1

Knowing Where to Focus is Essential

Avoidance of Lapsed Donors is Huge

“Keep your Friends Close”

5. Community Building Donor Login

Many people support our mission!

• Can they connect with each other?

• What can that mean for our organization?

Like it or Not You are Now Open 24/7

Community Involvement Creates Web Site Stickiness!

Your Mission Communication is Enhanced

Constituent Bonding is Stronger

Keith Davis

6. Web Site Optimization6. Web Site Optimization

…will they come?

You’ve built a website…

Cool Web Site

Search engines(85% use them)

Tell them!•Letterhead•Pledge cards•Newsletters•Business cards•Materials•Email signatures

You’ve built a website……how will they find you?

6. Web Site Optimization:Needle in a Needle Stack

6. Web Site Optimization:Breakthrough the Clutter

Upside Down Web Site

Dead Web Site

Disconnected Web Site

Cool Web Site

Stingy Web Site

"Why Web Sites Fail and What To Do About It" at Nonprofit Day by Michael C. Gilbert April 1999

Common Reasons Why NP Web Sites FailCommon Reasons Why NP Web Sites Fail

They’re at your website, now what do they do?

1. Can they get something?

2. Can they do something?

3. Can they give something?

Your goal – to get something from them!

Sign Up For Newsletter

Multiple Ways

To Support & Get Involved

Donate Now

An Overall Strategy

Can they get something?Can they get something?

Information DocumentsDevotionals Member ListsCalendars NewslettersPodCasts Stewardship InformationHelp

WHAT ELSE????

83% of Internet users expect to find product information on the Internet – Pew Internet Project

Can they do something?Can they do something?

Participate in an eventGolf tournamentsWalk-a-thonsDinners

Join – Become a memberUpdate their informationRun planned gift calculationsPurchase products or services

Can they give something?Can they give something?

Time - Volunteer

Goods (in kind gifts)

6. Web Site Optimization:Web Design

Does your website accurately represent the work that you do?

6. Web Site Optimization:Before and After

6. Web Site Optimization:Keeping it Simple

Advanced Email

Database

Ecommerce

Website

INTEGRATION is the KEY!

6. Web Site Optimization:Next Steps

Driving Traffic(To your website, not the morning rush hour!)

So, our website is great…

How can we encourage people to visit!?!!

Mention Benefits & Ease Of Online Contributions

6. Web Site Optimization:Integrate on and off line appeals6. Web Site Optimization:Integrate on and off line appeals

6. Web Site Optimization:Use eMail & direct mail together6. Web Site Optimization:Use eMail & direct mail together

Get Creative!

“The Great Turtle Race”

Bottom Line?

• 54,000 subscribers• 700,000 unique visitors • 2.5 million page views• 5%+ visitors converted into donors.

Plan an Overall Strategy

Take an Integrated Approach

Try Different Things (measure the effectiveness)

Have fun!

6. Web Site Optimization:Keys to Success

7. Research/Analytics7. Research/Analytics

Knowledge is Key to Success

Data MUST be Accurate to be Useful

Database Integration and Updating Makes the Process much Easier

How can research give us an advantage? Over Other Nonprofits

Over ourselves (Did we ask for enough?)

Wealthpoint RatingWealthpoint Rating

UDF Name Content

WealthPoint Rating Indicator of household wealth

WealthPoint Rating Order

Ranking within the submitted accounts

Wealthpoint RatingWealthpoint Rating

8. API(Interface to the World)

Allows Integration to the Fullest

Reduces or Eliminates Errors in Data Handling

Your Technology ROI Increases Dramatically!

8. Application Program Interface8. Application Program Interface(API): Connect to the World(API): Connect to the World

ConclusionsConclusions

Fundraising is still based upon Relationships Fundraising is still based upon Relationships Technology expands our opportunity for Technology expands our opportunity for

Communications Communications Communications build strong RelationshipsCommunications build strong Relationships Technology is and will be part of any NPOTechnology is and will be part of any NPO Web-based systems offer new cost-effective Web-based systems offer new cost-effective

opportunitiesopportunities Technology takes many shapes Technology takes many shapes Your use of it levels the “playing field” Your use of it levels the “playing field” Your success can be increased because of Your success can be increased because of

technology (more with less!)technology (more with less!)

EpilogueEpilogue

10 Technology Resolutions for 2008

Sarah Robbins

Director of Emerging Technologies

Mediasauce

1. Set up a Gmail Account1. Set up a Gmail Account

2. Post Pics to Flickr2. Post Pics to Flickr

3. Try a Microblog3. Try a Microblog

4. Create a Google Alert 4. Create a Google Alert

5. Set Up an RSS5. Set Up an RSS

6. Share a YouTube Video6. Share a YouTube Video

7. Really Use Your Cell Phone(Send a text or a video)

8.8. Join a Social Network8.8. Join a Social Network

9. Share PowerPoint Slides(Save a tree or two!)

10. Play a Video Game10. Play a Video Game

Thank you!Thank you!

Judy Nash

Jay.Love@eTapestry.com

Judy.Nash@eTapestry.com

8 Breakthrough Strategies Seminar 3.2.09

Entertainment & Humor