AFP Lexington Kentucky Major Donors Evolve Presentation

eTapestry is a Blackbaud Company

Jay B. Love

Co-Founder and CEO

eTapestry/Blackbaud

Major Donors Evolve from Everywhere:

Internet Tools for Relationship Building


“We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet, and charitable giving is a logical progression.”

Paul Saffo Director of the Institute for the Future.

Photo credit: Sorin Brinzei


Know the Difference

How To Succeed OnlineHow To Succeed Online


Gen Y

(18-27)

Gen X

(28-41)

Young Boomers

(42-51)

Older Boomers

(52-62)

Seniors

(63+)

Reading Newspapers (not online)

1.2 1.7 2.8 3.6 5.1

Reading Magazines (not online)

1.7 2.0 2.1 2.4 3.1

Playing Video Games 4.3 2.0 1.1 1.1 1.1

Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8

Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3

Watching TV10.4 11.3 12.5 13.7 14.3

Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7

Average Hours Spent Per Week:Source: Forrester Research 2007


Key TakeawaysKey Takeaways

The Internet is not just for kids anymore

The Internet is used by the educated and engaged

The Internet is not just for downloading music and fantasy football

The Internet is used by your constituents…or

someone else's


The Rules Still Apply

(It’s all about relationships…not technology)


A Quick Survey

What % of your names have email addresses

How many collect them on Web Site? Where?

How often do you communicate via mass email?Do you have a written email strategy?


Copyright 2002 - Gilbert Research


Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools

An Integrated Strategy

In In Person Person MeetingsMeetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site


The eMail Sophisticated Organization:

1.Collects email addresses on multiple pages of their web site?

2.Regularly sends out one or more newsletters via email

3.Can and does survey constituents

4.Can raise funds via email


9 Tactics for Avoiding Spam Filters

9 Tactics for Avoiding Spam Filters

1. Use a commercial email service (database tie in is best)

2. Don’t use bright or crazy fonts

3. Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!

4. Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc

5. Keep graphics to a safe level, equal amount of text or more

6. Spell words properly

7. Always use the same “From”

8. ALWAYS include an “opt out” option

9. Communicate regularly





Example Landing PageExample Landing Page


Professional Email is Economical

Professional Email is Economical

5,000 emails $99 .02 25,000 emails $400 .016

50,000 emails $650 .013100,000 emails $1000 .01250,000 emails $2000 .008500,000 emails $2500 .005

Plus 3 - 20 times the success in delivery!




6 Tips for a Successful Email Strategy

6 Tips for a Successful Email Strategy

1. Do not buy email addresses

2. Everyone is collecting addresses w/each daily actions (get 2)

3. Test and Survey (let them know their opinion counts!)

4. Use multiple landing pages on your web site

5. Link to and from Blogs and Social Network sites

6. Offer sharing or “tell a friend”


Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools



Phone

Events


Your Web Site


“There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”

Carrie Johnson, Senior Analyst Forrester Internet Research


You’ve built a website…

…will they come?


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!





Video is EasyVideo is Easy


Keeping it simple

Prospect Website

Gather InformationUse Email

DatabaseDatabase


Question:

Should a Non Profit host it’s own web site?


Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools



Phone

Events


Your Web Site


Be Like Martha or Oprah Be Like Martha or Oprah

Both are Masters of Multi-Channel Marketing!




Example Plan

Sept Oct Nov. Dec

E-Newsletter 9/15 10/15 11/15 12/15

Pre Telemarketing e-mail

9/20

TM campaign starts 10/1

Year end direct mail 11/20

Year End E-Mail hits 1 and 2

12/20 / 12/28


The Message &

The Medium

The Message &

The Medium

Each medium has a style that works best Audiences are different Messages don’t need to be identical Shop others Test!


Integrate Online and Offline

Appeals

Integrate Online and Offline

Appeals

Mention Benefits & Ease Of Online Contributions


Use E-Mail & Direct Mail

Together

Use E-Mail & Direct Mail

Together


Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools



Phone

Events


Your Web Site







PodcastsPodcasts


EpilogueEpilogue

10 Technology Resolutions for 2009

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)

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


8. Join a Social Network8. Join a Social Network


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

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


10. Play a Video Game10. Play a Video Game


Thank you!Thank you!

Jay B. LoveCo-Founder and CEO

[email protected]

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