Catholic Radio Association 2009

transcript

“Demystifying those ‘other’ technologies and using them to build stronger relationships with Catholic

Radio Listeners”

October 16, 2009

Pam Dechert, CFRE, ePMT

Faith Based Team Leader and Senior Account Executive

eTapestry/Blackbaud

• Websites– Past, Present, and Future of the Nonprofit Website– Secrets of Successful Nonprofit Websites– The Passive vs. Active Website– Do It Yourself Website Usability– Where We Go from Here

• Online Giving– Online Fundraising 1.0 vs. 2.0 – Myths about Online Fundraising– Online Giving that Gets Results– Your Next 6 Months Online– Where We Go from Here

• Social Media– Web 1.0 vs. Web 2.0 – Listen, Experiment, and Engage– Nonprofit Social Media in Action– The Momentum of Permission– Where We Go from Here

• Putting it all together• Integrate, Integrate, Integrate• Report, Analyze, Be Strategic• Build those relationships• Be Donor- Centric

The Market)) is NoisyWebsites, Online Giving, Social Media Demystified

Convergence. Are you ready?

A February 21, 2007 "survey of 3,000 Americans released by consultancy Bridge Ratings & Research" found that "[a]s much as 19% of U.S. consumers 12 and older listen to Web-based radio stations." In other words, there were "some 57 million

weekly listeners of Internet radio programs. More people listen to online radio than to satellite radio, high-definition [sic] radio,

podcasts, or cell-phone-based radio combined."[17][27]

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American Catholic Radio

Explores the Catholic faith from a variety of perspectives, with an emphasis on catechesis in a popular, friendly format, with a pleasant musical setting.

Daily Mass Listener InputI listen to Catholic radio as much as I can, on the computer and while I… More » I just wanted to tell you how much I love your radio station. My family moved… More » I’m [name removed], from MALAYSIA - a Muslim nation which prohibited the use of radio and… More »

Catholic radio is one of several new media the Holy Spirit is stirring up as tools of evangelization and catechises. As it grows

out of infancy, Catholic radio is expanding and spreading the Gospel to millions of souls throughout the United States and the

world.Catholic radio is a personal, immediate, and cost-effective tool to spread the Truth. Resting upon the principles of subsidiarity and solidarity, Catholic radio serves and responds to the needs of the

local church, with minimal overhead expenses.

Individuals$229.03 74.8%

Foundations$38.52 12.6%

Bequests$23.15 7.6%

Corporations$15.695.1%

2007 Charitable Giving Totals

$306.39 billion ($ in billions)

Online Giving Estimates*

Estimate of Giving in 2001 = $550

million

Estimate of Giving in 2002 = $1.1

Billion

Estimate of Giving in 2005= $4.53

Billion*The United States represents slightly more than ½ the Global Online

Philanthropic Market.

Estimates provided by ePhilanthropy Foundation.

Internet Usage & Activities

• 74% of adults in the U.S. use the Internet– 87% of 18-29 yr. olds– 82% of 30-49 yr. olds– 72% of 50-64 yr. olds– 41% of those 65+

Pew Internet Research Study, December 2008

• 91% send or read email• 89% use a search

engine to find information

• 83% look for information about a hobby or interest

• 81% look for information about a service or product for purchase

• 38% pay bills online• 35% use on online

social networking site

New Breed of Listener, Donor, Member

Reads email before snail mail Busy, satisfy interests on their schedule

Expect to find information online Expects information to be personalized

Expects immediate feedback Demands information/stewardship

Use all your tools together

Web Site

E-Mail

Phone•Texting

Face-to-Face Meetings

Other Online•EFT Giving

•Blog•Social Networking

Events

An Integrated Communications

Strategy

Past, Present and Future of the

Nonprofit Website

• Brochureware Website

• Transactional Website

• Integrated Website

The Market is NoisyEvolution of the Nonprofit Website

• Brochureware Website– One-way communication– Static pages and content– Owned by Marketing and created by IT

• Pros– Something is better than nothing – maybe

• Cons– No interactivity or engagement– Immediately out-dated, gets worse from there– “If you build it – they will come” strategy doesn’t work– And the list goes on and on and on…

• Transactional Website– Mostly one-way communication– Some interactive content and forms– Heavy focus on acquisition and anonymous visitors

• Pros– It’s better than brochureware– Allows for online fundraising and constituent engagement

• Cons– Tend to treat all visitors as the same– Often are over-designed and hard to maintain– Acquisition without retention is a flawed strategy– Your constituents expect a lot more…

• Integrated Website– Two-way communication – Web 2.0 friendly– Highly interactive content and forms– Allows for powerful acquisition and retention strategies

• Pros– It’s what your constituents expect from a website– Audience focused – donors and non-donors– Makes the website part of the overall organization’s strategy– Integrated websites put the “R” in Return On Invesment

• Cons– The website is no longer someone else’s problem– It’s what your constituents expect from a website

Secrets of Successful

Nonprofit Websites

Your Website

Design & Architecture

CRM Integration

Email MarketingOnline

Giving

Events & Volunteer

Fundraising

Multimedia

Web 2.0 & Social

Networking

The Integrated Website

• Build affinity• Support online efforts• Leverage efficiencies• Further your cause• Raise more money• Build a loyal network of

supporters

1. Hidden Donate Button2. Organization by Org Chart

3. Death by Scroll

4. The NASCAR Effect

5. Content Rot

The Market is Noisy5 Mistakes Nonprofit Websites Make

Source: Connections – www.blackbaud.com/connections

The Market is NoisyWhen is a Website Footer…not just a footer?

Source: Sans Profit Design – www.blackbaud.com/sansprofitdesign

The Miami Project to Cure Paralysis – www.themiamiproject.org

Lance Armstrong Foundation – www.livestrong.org

The Passive vs. Active Nonprofit Website

Passive Website Strategy Active Website Strategy

Multiple Entry Points Focused Entry Points

Consistent Navigation

Interactive Paths Targeted Content

Audience Centric Design

Reporting & AnalysisWebsite Reporting

• Fact of life #1: We don’t read pages. We scan them.

• Fact of life #2: We don’t make optimal choices.We satisfice.

• Fact of life #3: We don’t figure out how things work.We muddle through.

The Market is NoisyHow we really use the web

Source: Don’t Make Me Think, Steve Krug

Where We Go from Here

• Your constituents expect an integrated website

• What worked a few years ago does not work today

• Audience focused and active websites get results

• A little usability testing goes a long way

• Your website is just one piece of the puzzle

The Market is NoisyWhere We Go from Here

Online Fundraising 1.0 vs. 2.0

Online Fundraising 1.0Step 1: Collect email addresses

Step 2: Create or borrow an online donation form

Step 3: Send emails to people pointing them to donation form

Step 4: Collect donations

Step 5: Repeat as necessary

Online Fundraising 2.0Step 1: Make sure your fundraising strategy includes online

Step 2: Make sure every fundraising program has an online channel

Step 3: Define your audience(s) and get personal, meaningful, and relevant

Step 4: Test, test, test, and measure

Step 5: Repeat as necessary

Myths about Online Fundraising

The Market is NoisyMyth #1: Our Donors Don’t Use the Internet…

Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis

Fig. 4: 2008 Median Donors by Ageas Percentage of Total File

Group 1 Organizations

23%25% 24%

22% 23%25%

18-24 25-34 35-44 45-54 55-64 65-74 75+

Donors Who Gave At Least One Online Gift in 2008Donors Who Gave Via Other Channels in 2008

Note: percentages for non-online and online donors w ill not necessarily add up to 100%, as each is a median of the percentages of the 12 participating organizations.

Fig. 5: 2008 Median Donors by Incomeas Percentage of Total File

21% 22%17%

12%10%

15%17%

Less than$25,000

$25,001-$50,000

$50,001-$75,000

$75,001-$100,000

$100,001-$145,000

$145,001+

Donors Who Gave At Least One Online Gift in 2008Donors Who Gave Via Other Channels in 2008

Note: percentages for non-online and online donors w ill not necessarily add up to 100%, as each is a median of the percentages of the 12 participating organizations.

Myth #1: Our Donors Don’t Use the Internet…

Myth #2: Online fundraising isn’t that big…

2,000,000,000

4,000,000,000

6,000,000,000

8,000,000,000

10,000,000,000

12,000,000,000

14,000,000,000

16,000,000,000

120% Growth

100% Growth

73% Growth

38% Growth

72% Growth

53% Growth

56% Growth

2001 2002 2003 2004 2005 2006 2007 2008

$550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B

44% Growth

Source: ePhilanthropy Foundation, Blackbaud

Fig. 7: Trends in the Percent of New Donors

That Are Online DonorsGroup 1 Organizations

2004 2005 2006 2007 2008

Fig. 8: Trends in the Percent of New Revenue

Coming in OnlineGroup 1 Organizations

22%20%

2004 2005 2006 2007 2008

Myth #2: Online fundraising isn’t that big…

The Market is NoisyMyth #3: Online giving cannibalizes offline…

Fig. 17: Channel Migration of Donors Acquired in 2007Who Renewed in 2008

0% 3%4%

100%91%

2007 Giving 2008 Giving 2007 Giving 2008 Giving

% Giving Online

% Giving by Mail

Acquired via Mail in 2007Acquired Online in 2007

Since donors may give both online and via mail in a single year, or may give to neither of these tw o sources in a single year, percentages may add to more or less than 100%.

Online Giving thatGets Results

Your Next 6 Months Online

1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031323334353637383940414243444546474849505152

Initial Engagement & Giving

Online Fundraising Cycle

SeptNov

2007 2008 2009

The Next 6 Months are Very Important

Online / Offline Fundraising PlanOctober November December January February March

Offline Communication

Offline Events

Offline Fundraising Focus

Website Updates

Email Campaigns

Online FundraisingFocus

Peer to Peer Fundraising

Social MediaCampaigns

Where We Go from Here

• What worked in the past does not work in the future.

• The online giving experience is changing

• Nonprofits continue to innovate online

• The next 6 months are very important

• What will you start doing differently tomorrow?

Web 1.0 vs. Web 2.0

"Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different

people, depending on your state of mind."

– Kevin Maney

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.

Relationship Pyramid 1.0

Relationship Pyramid 2.0

Major Gifts

Membership & Annual Giving

Donors

Prospects

Face-to-Face PhoneD

irect Marketing

ail | Web | S

ocial Media

ifetim

$$$$ $$$ $$ $

Cost of R

elationship Building

Billions and Billions of Touch Points

Social Network

www.you.org

Social Media

Social Network

Social Media

Social Network

Social Media

Social Network

Social Media

Social Network Social

Network

Social Network

Social Media Funnel

Online Action | Offline Action

Social Networks

Social Media

Website

• "The loss of control you fear is already in the past.“

• "Tools don't get socially interesting until they get technologically boring."

• "Start small and good, then make it bigger"

• "Don't hire consultants. Hire your own 23-year-olds."

• "We spend more time figuring out whether something is a good idea than we would have just trying it."

• "Fail informatively - Fail like crazy."

The Market is NoisyClay Shirky on Social Media…

Source: “15 Clay Shirky Quotes That Blew My Mind at NTC” – http://www.blackbaud.com/webbythings

Online Giving

FREQUENCY & IMMEDIACY

• It’s not about you. It’s about them.

• It’s not about money. It’s about relationships.

• It’s not about control. It’s about insight.

The Market is NoisySocial Media Zen

Listen, Experiment, and Engage

• Start Listening

• Start Experimenting

• Start Engaging

The Market is NoisyHow do you get started?

The POST Method• People

– Who are you targeting?

• Objectives– What are you trying to achieve?

• Strategies– What will it look like when you are done?

• Technology– What tools are you going to use?

GroundswellCharlene Li and Josh Bernoff

Social Networking Tactics• Engage

– Go where they are.– Give them content that they want / can’t get themselves

• Interact– Drive them to take an action.– Start small. Promote sharing.

• Activate– Present opportunities to take the next step– Use focused variety.

Engage

Interact

Activate

Different Approaches• Defensive

– Get something setup. Start listening.– 1 week to start. Update periodically.

• Opportunistic– Actively building the network, getting friends, getting cross-links, etc.– Blogging, tweeting, posting videos, photos, DIGGing, etc.– 1 to 4 hours per week

• Intentional– Driving dialogue with your biggest fans– Posting content, driving interaction through messaging, monitoring metrics, etc.– ½ to full time person

• There are no silver bullets

• Try Stuff

• Adjust and Try Again

The Market is NoisyA Few Cautionary Words…

Test First – Fail Fast

Nonprofit Social Mediain Action

??????

• Study looked at 370 events over a period of 3 weeks

The Market is NoisyAre Twitter and Facebook Important for Event Fundraising?

• Social media requires you get engaged.

• Beware the hype. Focus on your strategy.

• The one constant is change. Change is good.

• The momentum of permission is real.

• Relationships still matter. They matter a lot.

Questions?

Thanks!

pam.dechert@etapestry.com

317.336.3895

Pam Dechert, CFRE, ePMT

Faith Based Team Leader and Senior Account Executive

eTapestry/Blackbaud