Kansas City Seminar - eTapestry - June 2010

Embracing Technology as a Nonprofit2010 Seminar

Katie Rucker

Healthcare Account Executive – Blackbaud/eTapestry

June 2010

Title | Page #2 © 2010 Blackbaud

Agenda:

The economy and fundraising A look at our groups in 2009…. How do you stack up? Cornerstone strategies

-Website optimization

-Recurring gifts

-eCommerce

-Communication – direct vs. email

-Data management, reporting, etc. Relationship Management – CRM tools What’s New @ eTapestry?! How eTapestry can help you succeed


How is the economy effecting giving?


How is the economy effecting giving? Donors plan to give less through direct mail, telemarketing, door-to-door

canvassing and MORE through online giving and in kind gifts instead of cash

Overall Online Gifts have increased 26% in 200 Donors are tired ---SEGMENT to avoid fatigue More competition for fewer dollars Your services are needed more Increase need for accountability THE MORE PEOPLE DO WITH YOUR ORGANIZATION, THE LARGER THEIR

GIVING AND ENGAGEMENT!


How did our organizations fare in 2009?

Average results for over 2500 of our current customers· Organization Type Comparison

• Arts• Education• Faith-based• Healthcare• Public and Social Services• Other

· Geographic Region Comparison• Northeast• South • Midwest• West


Benchmark Giving Dynamics Report


Period Number of Donors Number of Gifts Total Gifted Average Gift Total Raised Total

Received Number of

Online Gifts Total Received

from Online Gifts Average Online

Gift

2009 360 564 249,487.57$ 441.63$ 325,385.19$ 313,110.89$ 26 4,661.41$ 175.76$

Average Across 2781 Nonprofit Organizations

2009 eTapestry Benchmark Status Report

Status Number of Donors % of Donors 1/1/2008 - 12/31/2008 1/1/2009 - 12/31/2009 Changed % ChangeTotals 596 0 406,801.28 276,050.88 -130,750.40 -32New 156 26 0 68,525.16 68,525.16 0Recapture 44 7 0 31,126.52 31,126.52 0Upgrade 47 7 45,622.39 94,328.35 48,705.96 106Same 36 6 26,913.66 26,913.66 0 0Downgrade 49 8 131,366.36 55,157.19 -76,209.17 -58Lapsed New 161 27 93,706.34 0 -93,706.34 -100Lapsed Other 103 17 109,192.53 0 -109,192.53 -100

2008 - 2009 eTapestry Giving Dynamics Report

Average Across 2,771 Nonprofit Organizations


5 Thing the database can do for you!

1. You need to move beyond business as usual; despite the economic climate

2. You need to drive results

3. You need greater efficiencies

4. You need increased productivity

5. You need greater reporting


The basic rules still apply…

Fundraising is still about relationship building

Acquisition Cultivation


Today’s environment is a little different:

Acquisition Cultivation


Who’s Behind the Money?


So, what do you need to do to keep your supporters loyal?

Prompt, personalized acknowledgement Confirmation that gifts are being used as intended

· 46% of donors say they’ll stop giving if they don’t get quality information about how their gift is used

· Can’t see the impact of their gift unless you show them! Results on outcomes, prior to being asked again

· 93% said they’d definitely give the next time if they are provided meaningful information


Building out your strategy: Acquisition

Cultivation


Website

Advanced Email Ecommerce

Donor Database


Websites:

eTapestry has built and hosts over 270 websites Your website is the first place a donor will go to get information on your

organization and it takes less than a minute to gain or loose a possible donor


Do you have an online social media strategy?

Whatis happeningwhen?

Get involved

Donateonline

Contactus

Upcoming events


Keys to Building a Successful Web Site o Learn from your content

o Start with Google Analytics to see how many unique visitors you have, how they found you

o What did they viewed, where they stayed the longest, and what content produced actions

o Make your content easy to consumeo Always offer RSS feeds in addition to various subscribe options. Make sure they are

easy to find and use

o Make your content ever changing o 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

o Make your site easy to findo Every NPO and those serving NPO’s should have a social web presence.

Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!


Did you know?

Over 95% of Internet users will give a donation via the web this year

But…. Only 40% of nonprofit organizations offer an online donation page


eTapestry can provide you with a simple link on your current website that will connect your donors to an online

giving page (where those 95% of internet users will be looking to donate)


Where the donor will complete the online giving page



The results

Convenience for the donor Gift is automatically deposited and put to use by the nonprofit Automatically recorded in your eTapestry database Donor is acknowledge and thanked immediately which makes the donor more

likely to continue to give to your organization Clean accurate data/results


So what does ‘integrated’ really look like?


A visit to your website…


A new prospect signs up to receive your newsletter!


You create and send a newsletter using eTapestry correspondence.



Sending the Email

A few quick clicks, and the email is sent

"The e-newsletter is an inexpensive way to give coherency and consistency to our marketing campaign," Michael Wachter, Columbus Gay Mens Chorus


How many responses might you get?


How many people received the email? Opened it? Clicked on the links?


The prospect reads your newsletter & decides to donate.


She visits your donation page & donates!


…you both receive confirmation emails…


…and it’s automatically added to your database, too.

"eCommerce gives us the ability to automate transactions and keep records on everything," Allison Broihier, Pasco Education Foundation


Online giving with recurring gifts

Process recurring gifts directly from your eCommerce webpage Integration directly into your eTapestry database for seamless thank you notes

and donor recognition.


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


Streamline the “Thank You” process without losing customization!



Time for a thank you…


Show me the MONEY!

o After selecting eTapestry in 2008, One Brick was able to increase its annual giving goal by $10,000. The goal was attained and then surpassed by $6,000.

o The eTapestry solution has enabled staff to send emails from the CRM solution and increase the organization's reach.


COMMUNICATION – EMAIL or DIRECT?

Did you know?

Email cultivation is more effective and cost efficient in reaching your supporters.

So why would you pay more (direct mail) to get less?


Reads email before snail mail

More comfortable online

Busy, satisfies on their schedule

Expects information to be personalized

Expects immediate feedback

Demands information on progress

Wants a way to share with others

Today’s Supporter


Why Has Email Become So Important?

People are busy…they want to communicate/interact on their own time

Email is inexpensive Email provides virtually instant access

to friends and supporters Email is a great equalizer Email is measurable Think easy forwarding…viral marketing!

http://images.google.com/imgres?imgurl=http://www.vuu.edu/images/email5.gif&imgrefurl=http://cgi.ebay.com.au/Artificial-Plants---Cacti---166cm_W0QQitemZ260226811827QQcmdZViewItem&h=350&w=315&sz=85&hl=en&start=2&um=1&tbnid=-z2A-JbUsqleuM:&tbnh=120&tbnw=108&prev=/images?q=email&um=1&hl=en&rlz=1T4GZAY_enUS270US270


Why Segmentation is Important

Segmentation breaks your audience into manageable parts

If the goal is building relationships, it helps to know who you are talking to

More targeted messages

If you don’t segment, you are treating every one of your recipients like they are the exact same type of person


How Important is that Header?

80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message

73% based that decision on the "From" name

Source: 2007 Email Sender and Provider Coalition (ESPC) study


Professional Email is Economical5,000 emails $120 .02

25,000 emails $400 .01650,000 emails $650 .013100,000 emails $1000 .01250,000 emails $2000 .008500,000 emails $2500 .005

Plus 3 - 20 times the success in delivery!


What does fully integrated mean to you?

At eTapestry it means giving you everything you need to be successful in your email campaigns. And what good is a campaign if you can’t measure your results?

Our detailed email delivery reports will provide everything you need to measure your results


Do you know who receives your email? (you can probably tell who doesn’t from all those bounce backs!)


But can you tell who received it, who didn’t, who opened the email, and who clicked on any links?


The importance of reporting your results:


The importance of reporting:

Drill down capabilities




Compare one time period to another…fast!



A revelation in your next Board meeting… A familiar name with a personal connection…..


WealthPoint screening further backs up your board member’s assessment.

“I’ve discovered that very few of the richest people on our list have given anything to us…and some have given very small gifts. So this tells me that we haven’t done much over the years to connect with them in a meaningful way, build relationship and give them a reason to give.” - Rich Avery, Wesleyan Native American Ministries


Analysis reveals even more…



Cultivation makes your donors grow!

You assign a the Board Member to solicit this new donor.

"For a small non-profit with a very small staff, such as Komen Indianapolis, eTapestry is a very helpful, effective tool. Such a powerful database with limitless customer service at such an affordable price is hard to believe." – Letha Keslar, Susan G. Komen Indianapolis


The details of the cultivation steps can be recorded on the Journal as Contacts.


Calendar Items act as reminders to keep you organized.



The importance of reporting:

Since we know how important reporting is, we will guarantee you better recordkeeping abilities with our advanced reporting capabilities.· Event Attendees· Email Communication· Family/Business Tracking· Estate Value· Volunteer Hours· Donor/Prospect Interactions· Grant Due Date· Occupation· Memorial Tributes· Renewals· Gender · Future Cultivation Strategy


Relationship Management:


Relationship Management:


Relationship Management | Outlook Integration








To sum things up….

Database = Fundraising Tool

Only works if used by all

Must be consistent and accurate

Technology makes it easier to do your job!

By the way, Excel is NOT a database


Data Services

Donor Acquisition and Development

Prospect Research

Donor Performance and Benchmarking

Data Enrichment Services


Support

Email

Online Help

Instant Messaging

Telephone


The IM Support option allows the Support team to diagnose and troubleshoot your issues in no time!

Amber Smaltz Support Specialist


After the chat, you can use the links at the top to print or email yourself a copy of the chat.

"Every year we use the database more and more. It's so user-friendly, and 'instant message' support is so convenient - the chat feature makes it so easy to contact the support team when we need to." – Janet Hiatt, School on Wheels


eTapestry SupportCharles Moore & Jason Oliver

Kimberly Hammer, Abbey Schaefer & Susie Morris

Geoff Arbuckle

Ken

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Training – eTapestry will help you meet and exceed your goals

User training at your pace and convenience

Annual Training Agreement

Recorded Sessions/Classes

Crash Courses

Podcasts


What’s New?

eTapestry Mobile· Included with your eTapestry service· Specifically formatted for mobile use· Fast· Real time information – no syncing or downloading


eTap mobile allows you to keep up to date, even on the go.

“It gives me peace of mind knowing that I can access the most important information about our organization—which is our database—through my PDA seven days a week, 24 hours a day," Randy Peterson, Delta Sigma Phi


What’s New | Personal Fundraising





Team page and participant page views are editable


What’s New | Personal Fundraising “I think the personal fundraising page had a huge impact on our success.”

“We've received feedback that it was very donor friendly. Thanks a lot!”



What’s New | Cart Module


What’s New | Cart Module eTapestry Database Cart Webpage







What’s New | Donor Login


What’s New | Donor Login


Fundraising

Relationships

Membership

Events

Donor Cultivation

Moves Management

Advocacy

Web Strategy

Content Management

Email Marketing

Direct Mail

Online Transactions

Data Analytics

Project, Grant,

Endowment

TrueCRM

eTapestry can help you achieve

your fundraisings goals offering

you a tool for every

aspect of the

TrueCRM offering.


So, how do you compare?

Do you know how you stack up to other nonprofits? How do you compare in areas such as donors, pledges and gifts? Do you have a software partner that can provide this type of information to you?

Can they do it for FREE?

eTapestry can, and we’ll

give it to you for FREE


Still not sure? Let us be your Bioluminescent Bacteria

WE WILL BE GOOD FOR EACH OTHER OR IT IS FREE - Sign up with eTapestry, and if you don't raise more money with us than you were before, you'll get our software free for a year.

http://www.etapestry.com/beetle/

http://www.etapestry.com/beetle/


QUESTIONS??

**Reminder – please leave your business card if you’d like a copy of the slides!

Katie RuckerBlackbaud – eTapestry DivisionHealthcare Account ExecutiveDirect: [email protected]

mailto:[email protected]

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