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AFP/ Stroman / eTapestry Seminar Oct 6th 2009

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2. Tuesday, October 6 th Agenda 8:00am Registration and Breakfast 8:30am Cate Shaffer, eTapestry presents: Embracing Technology as a Non-Profit 10:00am Damon King, Pres. AFP Oklahoma10:15am Break 10:30am Kent Stroman, Stroman & Associates presents: 7 Reasons Campaigns Fail and How to Stop them. 3. Embracing Technologyas a Nonprofit: 5 Easy Steps Cate Shaffer Account Executive, eTapestry Division of Blackbaud Oklahoma City, Oklahoma October 5, 2009 4. 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

5. 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

6. How is the Economy Affecting Giving? Image Source: http://www.emu.edu.tr/mbalcilar/econconference/index_files/global-economy_0.jpg 7. 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

8. The Rules Still Apply (Its all about relationships not technology) 9. 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

10. Web Site Optimization: Before, After, and After! 11.

  • 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 12. 13. 14. Top Ten Traffic Sources 15. Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database 16. 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.

17. 18. 19. 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

20. 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

21. 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 22. Video is aMagnet for YourWeb Site! Most viral video of all time!Could her story be told in anyother manner as strongly? 23. 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 27. 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

29. FACEBOOK Users 30. 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

31. 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

32. FACEBOOK Pages Cont

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

33. 34. 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 the case for your organization
    • HOWEVER, creating an online, Facebook presence will not hurt
    • Creating a group of fans/people that advocate for your cause WILL increase your giving and support
  • Have an intern or student volunteer create these pages for you they typically have the most knowledge and insight into what will sell to their generation of internet users!

35. Flickr, Podcasts, Message Boards, Blogs

  • Flickr Photo Sharing Application
  • Podcasts Short recordings about a variety of different topics that can be purchased, downloaded for free, or posted on a web page
  • Message Boards A segment of a website that hosts an open discussion amongst users
  • Blogs A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followers
    • Personal Blogs=Online Diary
    • Organizational blogs=Information sharing/News Updates

36. 37. 38. 39. The Power of Twitter 40. Social Networks: Hints for Success

  • It is not FREE, resources are required
  • Being present is not enough, engage
  • Be authentic, otherwise you will be exposed fast
  • Endorsements matter, think forwarded emails!
  • Measure
  • Have something to say, must be regular or it dies fast
  • Stephanie Miller, Email Insider, 2009


  • Collecting information on your website

Ecommerce / Online Giving Personal Fundraising Shopping Cart 42. Ecommerce & Online Giving

  • Important Functions of your Online Donation Page:
  • Integrates directly into donor database
  • Requires no additional manual entry
  • Customizable
  • Are your website and database integrated?

43. Ecommerce & Online Giving

  • Example
  • After selecting eTapestry in 2008, One Brick was able to increase its annual giving goal by $10,000. The goal was attained and then passed by $6,000.
  • The eTapestry solution has enabled staff to send emails from the CRM solution and increase the organization's reach.

44. Ecommerce & Online Giving

  • Volunteers?
  • Events?
  • Sponsors?
  • Can we take it to the next level?

45. Ecommerce & Online Giving 46. Online Giving with Recurring Gifts

  • Process recurring gifts directly from your ecommerce webpage.
  • Integrate into reporting and thank you letter processes seamlessly

47. Online Giving with Recurring Gifts

  • Recurring Gifts
  • Donors become investors
  • Steady stream of incoming funds
  • Larger amounts in total
  • Amounts are more manageable by the donors
  • Key ingredient to sustaining long term donors and constituent loyalty

48. Matching Gifts

  • Does your organization have a Matching Gift Campaign?
  • Do you know which companies in your area having a Matching Gift policy?
  • How do you track which donors work for a Matching Gift corporation?

49. Personal Fundraising

  • Give your volunteers and members the opportunity to JOIN you in fundraising for the mission.
  • Capture the information of everyone who donates for future solicitation.
  • Does not have to be event related.

50. Personal Fundraising

  • Volunteers send an average of 40 emails.
  • Almost all volunteers meet their fundraising goals.
  • The average online donation through personal fundraising is $57.

Source: Kintera 51. Shopping Cart

  • Items/Tickets
  • Customizable
  • Registration Fulfillment
  • Shipping/Tax

52. Where does the information go?

  • How do you track all of the information you know about a donor?
  • Can you store their interests, historical conversations, and all contact points in one location?
  • Is your institutional memory protected?
  • What are the benefits to combining all this information into one location?

53. Relationships

  • How would tracking relationships increase your fundraising success?

54. Reporting

  • How does your organization identify Lapsed Donors?
  • Can you run a report to tell you who the Top 10 donors are in your database?
  • Last Year but Not This Year
  • Some Year but Not This Year

55. Reporting How do this years donors compare to last years? 56. Database = Fundraising Tool

  • Only works if used daily by all
  • Must be consistent/accurate
  • Powerful Memory Supplement
  • Technology makes it easy

57. On the Road

  • Does your organization have multiple offices?
  • Can you access your organizational data fromanywhere ?
  • How do you track notes from major gift visits or events?

What needs do your organization have for accessing your development database? 58. Communications

  • People are connected 24/7
  • How can we be expected to communicate with so many people?
  • How can we personalize our message?


  • Why Has Email Become So Important?
  • People are busythey want tocommunicate/interact on theirown time
  • Email is inexpensive
  • Email provides virtually instant accessto friends and supporters
  • Email is a great equalizer
  • Email is measurable


  • Reads email before snail mail
  • More comfortable online
  • Busy, satisfies interests on own schedule
  • Expects information to be personalized
  • Expects immediate feedback
  • Demands information on progress/ stewardship
  • Wants a way to shareexperiences with others online

Todays Supporter 61.

  • No Email List? No Problem
  • Whether you have some contacts or are starting from scratch, anyone can grow a strong email list
  • The three most important factors in effective email list-building are:
    • Where and how you acquire the addresses
    • How you welcome each new subscriber
    • How you manage the relationship after the opt-in
    • Source: EmailLabs

62. Grow Your List Online

  • Direct staff and other closesupporters (board, volunteers, etc.)to include subscriptionlinks in email signatures
  • Use Search Engine Optimization/ Marketing to increase traffic andsubscriptions
  • Investigate alliances or partnerships with similar or complementary organizations to reach common supporters
  • Advertise your newsletter/services/cause through a 3 rdparty list

63. Grow Your List Offline

  • Ask for email addresses atevery touch point
  • Instruct staff to capture emailaddresses over phone whenappropriate
  • Include your website addresson all printed materials
  • Offer an incentive to register (contest, raffle) tocollect emails

64. Now that I have permission

  • Hook them early, and keep themengaged over time
  • Optimize the welcome message
  • Send follow up message within aweek (or less)
  • After a few months of active email, survey lists to see if you are meeting expectations

65. Why Segmentation is Important

  • Segmentation breaks youraudience into manageable parts
  • If the goal is building relationships,it helps to know who you are talking to
  • Segmenting your list will lead to more targeted messages
  • If you dont segment, you are treating every one of your recipients like they are the exact same type of person

66. How to be a Good Sender

  • In your messages, always include:
    • The purpose; why you are sending it to thereader
    • A clear way to unsubscribe.
    • Consider offering alternative ways to receiveemails, such as:
      • Receiving newsletters monthly vs. weekly
      • Change of address (home vs. business email)
      • Sign up via RSS
    • Link to your homepage
    • Privacy policy
    • Physical/street address of your organization
  • Dont get caught in spamtraps

67. Designing for Mobile Devices

  • Mobile readers are more likely to scan your email rather than reading
  • Include compelling call to action in the first 15-25 characters of your subject line
  • Avoid top heavy images in the design
  • Use alt-tags on images
  • In addition to testing email browsers, test messages in handheld devices

email (html) 68. A Few Email Design & Usage Tips

  • Keep truly important items above thefold
  • Ask subscribers to add your from address to their address book
  • Host images on your web site rather than embedding them
  • Links to resources and to special landing pages on your web site are powerful(Especiallytell a friendfunctions)
  • Developyour own writing stylethat readers will learn to love (people adore stories, so tell many . . . )

69. What Now?

  • 1.Take a look in the mirror
  • How do you stack up?
  • Website
  • Database
  • E-mail/Communications
  • Social Media Presence

70. What Now?

  • 2.Plan
  • Make it a priority
  • Set Aside Time for Review
  • Add to Board Agenda
  • Seek Professional Assistance
  • (Most companies will help you do this at NO COST!)

71. What Now?

  • 3.Continuous Evaluation
  • Must be Measurable
  • Website Hits
  • Fundraising
  • Donor Retention
  • Communications
    • Cost vs. Results
  • Social Media Friends

72. What Now?

  • 4.Have Fun!!!
  • Try New Things
  • Get Creative
  • Share your passion for your mission!

73. What Now? 1. How do we stack up? 2. Written Plan 3. Continuous Evaluation of Tools/Technology 4. Have FUN 74. Resources

  • Getting Started with Facebook
  • Beth Kanter Blog How Nonprofits Can Use Social Media
  • Jay Love Blog CEO eTapestry---Jay Love Twitter Page
  • Blackbaud Raising Money During Challenging Times
  • Getting Started with Google Analytics
  • LotusJump Website Marketing Made Easy
  • eTapestry Home Page
  • Contact eTapestry for Guidance

75. Questions? 76. Thanks!

  • Cate Shaffer
  • [email_address]
  • (317) 336-3967