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AFP - eTapestry Presentation

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  • 1.Embracing Technologyas a Nonprofit: 5 Easy Steps Andy Zellers Account Executive, eTapestry Division of Blackbaud 11/4/09

2. What is our history?

  • Founded by former execs of MSC
  • First Software as a Service solution for nonprofits in 1999
  • 6,000+ Nonprofit clients worldwide
  • Became part of Blackbaud-August 2007

3. Agenda

  • Optimizing your Website
  • Attracting Donors/Support through Social Media
  • Collecting Information on the Web
  • Making your Database Work for You
  • Communicating with New/Existing Donors

4. How is the Economy Affecting Giving? Image Source: http://www.emu.edu.tr/mbalcilar/econconference/index_files/global-economy_0.jpg 5. How is the Economy Affecting Giving?

  • 52.3% of donors are still planning to give the same amount or more in donations for 2009only 17% are planning to give LESS
  • Donors plan to give less through direct mail, telemarketing, door-to-door canvassing andMOREthrough online giving and in kind gifts instead of cash
  • *Overall Online Gifts have increased 26% in 2008
  • Source: Philanthropy In A Turbulent Economy: Penelope Burk
  • March 2009
  • * Source: NTEN Benchmark Study 2009

6. The Rules Still Apply (Its all about relationships not technology) 7. Web Site Optimization

  • 75% of donors will check your website before making a gift whether it is Online/Offline
  • If Relationships are Built on Communications . . . Set yourself up for success!
  • A Few Key Changes can Make a Huge Difference
  • Your website = tool for engagement

8. Web Site Optimization: Before, After, and After! 9.

  • 1. Learn from your content
    • (Start with Google Analytics to see how many unique visitors you have, how they found you,
    • what they viewed, where they stayed the longest, and what content produced actions.)
  • 2. Make your content easy to consume
    • (Always offer RSS feeds in addition to various subscribe options.Make sure they are easy to find and use.)
  • 3. Make your content ever changing
    • (Be brave enough to blog, show responses, share viewpoints, and utilize forums.New information needs to be added daily or weekly by you and your community.Why do you think millions go to Facebook or Twitter by the minute.)
  • 4. Make your site easy to find
    • (Every NPO and those serving NPOs should have a social web presence.Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)

Keys to Building a Successful Web Site 10. 11. 12. Top Ten Traffic Sources 13. 14. 15. Google Grant/Sponsored LinksHow to increase your web presence/visibility 16. Theyre at your website, now what do they do?

  • Can they engage?
  • Can they add content? (Web 2.0)
  • Can they give or volunteer?

Your goal to get something from them! 17. Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database 18. Do you have an Online/Social Media Strategy? Google Adwords Media & PR E-mail Campaigns Social Networks Integration with Direct Mail Banner Ads on Homepage, Blog and eNewsletter 19. What is Social Media?

  • Social mediais online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology,transforming people from content readers into publishers.
  • Social mediahas become extremely popular because it allows people to connect in the online world toform relationships for personal, political and business use.
  • Source: Wikipedia, 2009.

20. 21. 22. 23. Food for Thought.

  • Top 5 Most Visited Websites in the United States:
    • Facebook is #3
    • YouTube is #4
    • MySpace is # 5
    • (Twitter is #14)
  • Source:
  • h ttp://www.alexa.com/topsites/countries/US

24. YouTube!

  • Allows you to attract more traffic to your website
  • Videos can easily be posted on website or as a link within an eBlast or eNewsletter
  • FREE service to increase your visibility
  • Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents

25. April 2009 Data comScore Video Metrix Service

  • Video now bigger than Search: 12 Billion Videos per month vs. 10.5 Billion searches conducted
  • 78.6% of total U.S. Internet audience viewed online video.
  • Average video viewer watched 385 minutes of video, or 6.4 hours
  • 107.1 million viewers watched 6.8 billion videos on YouTube.com (63.5 videos per viewer)
  • The duration of the average online video was 3.5 minutes

Source: BrightRoll 26. Video is aMagnet for YourWeb Site! Most viral video of all time!Could her story be told in anyother manner as strongly? 27. 28. 29. Real Life Example.

  • Dec 11:
  • Subject line:
  • Urgent Appeal: Your gift to CRS is vitally important!
  • Straight Appeal
  • Static donation form
  • Raised $112k
  • Source: Laura Durington: CRS Social Media Presentation-AFP Maryland


  • Dec 29:
  • Subject line:
  • Only 48 hours left to make a tax-deductible gift!
  • Added hotspot text
  • Added video message from our president (that plays right on the donation form)
  • Added a strong pull-quote
  • Raised $112k
  • Source: Laura Durington: CRS Social Media Presentation-AFP Maryland


  • Dec 31:
  • Subject line:
  • Final Deadline: Last chance to make a tax-deductible gift
  • New hotspot text
  • Kept video message from our president
  • New pull quote
  • Raised $119k
  • Source: Laura Durington: CRS Social Media Presentation-AFP Maryland


  • Was CRSs most successful online fundraising campaign to date (non-emergency).
  • Three e-mail messages in this campaign (based on a direct mail piece)
  • Posts on social networking sites advertising campaign
  • Coordination with Google AdWords
  • This campaign raised $594k online.
  • Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

The Results 33. YouTube Takeaways

  • SHOP Others
  • Identify a few constituents who would like to share their story with others & record a few different testimonials each year
  • Integrate with your website and eNewsletter blasts
  • Get Creative!!


  • What is Facebook??
    • A FREE, online social networking site that connects people through online communities
  • Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.
  • Non profits can use Facebook to:
    • Connect
    • Brand
    • Share your story
    • Fundraise

35. FACEBOOK Users 36. FACEBOOK Pages

  • Personal Page = Your Organizations Official Page on FB
  • TIPS:
  • Invite colleagues, board members, and friends to become fans
  • UPDATE often
  • Start Conversations
  • Brand your page

37. FACEBOOK Pages Cont

  • Facebook Cause Page =Online Donation Tool (application) on FB
  • Also a Peer-to-Peer Fundraising Page since anyone can start/create a cause
  • TIPS:
  • Brand & Link to your Page
  • Provide Clear FR Goals
  • Give Supporters Updates on your Progress

38. FACEBOOK Pages Cont

  • Group/Fan Pages =Tool for gathering people w/ like interests
  • TIP:
  • Ask supporters to start groups related to your Charity

39. 40. FACEBOOK Takeaways

  • Real Life Application
    • The Nature Conservencys Lil Green Patch Case Study
      • Built a cause page on FB to attract users to support the Adopt an Acre program to conserve rainforests in Costa Rica & fight global warming
      • 20K new cause members and $33K in support since Feb 2008
  • These results will most likely NOT be th

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