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Translating Technology into More Effective Fundraising Katie Rucker Account Executive, eTapestry Division of Blackbaud October 26 th , 2009
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Translating Technology into More Effective Fundraising
Katie Rucker
Account Executive, eTapestry Division of Blackbaud
October 26th, 2009
AgendaAgenda
1. Optimizing your Website
2. Attracting Donors/Support through Social Media
3. Collecting Information on the Web
4. Making your Database Work for You
5. Communicating with New/Existing Donors
How is the Economy Affecting Giving?How is the Economy Affecting Giving?
How is the Economy Affecting Giving?How is the Economy Affecting Giving?
• 52.3% of donors are still planning to give the same amount or more in donations for 2009—only 17% are planning to give LESS
• 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 2008 • THE MORE PEOPLE DO WITH YOUR ORGANIZATION, THE
LARGER THEIR GIVING AND ENGAGEMENT!
Source: Philanthropy In A Turbulent Economy: Penelope BurkMarch 2009
* Source: NTEN Benchmark Study 2009
The Rules The Rules Still ApplyStill Apply
(It’s all about relationships…not technology)
Web Site OptimizationWeb 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
Web Site Optimization:Before, After, and After!Web Site Optimization:
Before, After, and After!
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 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!)
Keys to Building a Successful Web SiteKeys to Building a Successful Web Site
Google Grant/Sponsored Links—How to Google Grant/Sponsored Links—How to increase your web presence/visibilityincrease your web presence/visibility
Google Grant/Sponsored Links—How to Google Grant/Sponsored Links—How to increase your web presence/visibilityincrease your web presence/visibility
They’re at your website, now what do they do?
1. Can they engage?
2.2. Can they add content? (Web 2.0)Can they add content? (Web 2.0)
3. Can they give or volunteer?
Your goal – to get something from them!
What is Social Media?What is Social Media?Social media is 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 media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.
Source: Wikipedia, 2009.
Which of the following types of social media does your charity currently use?
33%34%32%
41%
26% 25%
13%
79%
57%
30%
36%
79%
16%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Video Blogging
SocialNetworking
Blogging Podcasting Message/BulletinBoards
Wikis Do Not UseAny
2007
2008
YouTube!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
April 2009 Data comScore Video April 2009 Data comScore Video Metrix ServiceMetrix 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
Video is a Video is a Magnet forMagnet for
Your Your Web Site!Web Site!
“Most viral videoof all time!”
Could her storybe told in any other manneras strongly?
YouTube Takeaways…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!!
FACEBOOKFACEBOOK• 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
FACEBOOK UsersFACEBOOK Users
FACEBOOK PagesFACEBOOK Pages• Personal Page= Your Organization’s Official Page on FB
TIPS:
Invite colleagues, board members, and friends to become fans
UPDATE often
Start Conversations
Brand your page
FACEBOOK Pages Cont…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
FACEBOOK Pages Cont…FACEBOOK Pages Cont…• Group/Fan Pages=Tool for gathering people w/ like interests
TIP:
Ask supporters to start groups related to your Charity
FACEBOOK Takeaways…FACEBOOK Takeaways…• Real Life Application
– The Nature Conservency’s “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• POST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOK• 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!
Flickr, Podcasts, Message Boards, Flickr, Podcasts, Message Boards, BlogsBlogs
• 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
The Power of Twitter
Social Networks: Hints for SuccessSocial 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
Charity: Water Story - NYTCharity: Water Story - NYTCharity: water * 11 Employees * 500,000 Followers on Twitter * 500 Donors Cover
all Admin Costs * Donors can Locate
Their Well on Webvia Google Earth
charity: watercharity: water1. Was the $250,000 raised via Twitter the key
fact?
2. Was the $975,000 raised from Sept. birthdays the key fact?
3. Is the way they have harnessed web/video technology the key?
4. How about how they show impact via Google Earth?
Communicating daily w/ 500,000+ followers!
Collecting information on your website
Ecommerce / Online Giving
Personal Fundraising
Shopping Cart
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?
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 surpassed by $6,000.
•The eTapestry solution has enabled staff to send emails from the CRM solution and increase the organization's
reach.
Ecommerce & Online Giving
• Volunteers?• Events?• Sponsors?
Ecommerce & Online Giving
Online Giving with Recurring Gifts
•Process recurring gifts directly from your ecommerce webpage. •Integrate into reporting and thank you letter processes seamlessly
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
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?
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.
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
Personal Fundraising
• Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors
• Report on Team Success, Individual Success, and overall Fundraiser Success
• Begin harvesting relationship with constituents that donate/participate for the first time.
Shopping Cart
•Items/Tickets
•Customizable
• Registration Fulfillment
•Shipping/Tax
Shopping Cart•Capture demographical and purchase information.
• Personally manage items and inventory directly from the database.
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?
Database = Fundraising Tool
• Only works if used daily by all
• Must be consistent/accurate
• Powerful Memory Supplement
• Technology makes it easy
Constituent Relationship Management
Relationships•How would tracking relationships increase your fundraising success?
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?
•LYBUNT•Last Year but Not This Year
•SYBUNT•Some Year but Not This Year
ReportingHow do this year’s donors compare to last year’s?
On the Road
•Does your organization have multiple offices? •Can you access your organizational data from anywhere? •How do you track notes from major gift visits or events?
What needs do your organization have for accessing your development database?
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 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
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
Grow Your List Online• Direct staff and other close
supporters (board, volunteers, etc.) to include subscription links in email signatures
• Use Search Engine Optimization/Marketing to increase traffic and subscriptions
• Investigate alliances or partnerships with similar or complementary organizations to reach common supporters
• Advertise your newsletter/services/cause through a 3rd party list
Grow Your List Offline
• Ask for email addresses at every touch point
• Instruct staff to capture email addresses over phone when appropriate
• Include your website address on all printed materials
• Offer an incentive to register (contest, raffle) to collect emails
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
• Segmenting your list will lead 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 to be a Good Sender• In your messages, always include:
– The purpose; why you are sending it to the reader
– A clear way to unsubscribe– Link to your homepage– Privacy policy– Physical/street address of your organization
• Don’t get caught in Spam Traps
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• In addition to testing email browsers, test
messages in handheld devices
email (html)
What Now?
1. Take a look in the mirror
How do you stack up?
- Website- Database- E-mail/Communications- Social Media Presence
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!)
What Now?
3. Continuous Evaluation
Must be Measurable
- Website Hits- Fundraising- Donor Retention- Communications
- Cost vs. Results- Social Media “Friends”
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
Questions?
