Optimizing Multi-Channel Fundraising with eTapestry

PRESENTED BY PAM DECHERT, CFRE SENIOR CONSULTANT ETAPESTRY

How you can optimize your online giving page?

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Take-away from today’s session• What does multi-channel fundraising look like in 2014?• How are eTapestry customers doing?• How can we optimize eTapestry tools for multi-channel

fundraising?• What we know about optimizing

• Donation forms• Email

• What steps can you take to improve your donor’s multi-channel experience when you get back to the office?

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Multi-Channel Fundraising in 2014

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Multi-channel is:

And they want online engagement• More than half of donors received information from

their favorite charity via Web site (51%) and by email (52%)

• Donors preferred to spread the word about their favorite charity by email (51%), Facebook (15%) and in person.

• When looking for information, the web is a donors’ top choice

• Donors aged 50+ preferred visiting the web and receiving email to stay in touch

Did you know? • 86% say they visit websites before making a gift• Half say giving online is their preferred method

NTEN Donor Engagement Benchmark Study 2012

2013 CHARITABLE GIVING TRENDS – KEY TAKEAWAYS

Online Giving was up 13.5% in 2013, compared to the overall giving increase of 4.9%

2013 Charitable giving trends – key takeaways

• Large organizations had the greatest increase in overall charitable giving in 2013, while small organizations had the greatest increase in online giving during 2013.

• Online giving accounted for 6.4% of all charitable giving in 2013.

• Faith-based organizations had the greatest increase in online giving in 2013 (18.1%)

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2013 Charitable giving trends – key takeaways

• More than one-third (33.6%) of overall charitable giving happens in the last three months of the year, with the highest percentage (17.5%) coming in December.

• February is the slowest month for overall giving.

• January is the slowest month for online giving.

• December is the biggest month for all online and offline giving.

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How are eTapestry nonprofits doing?

Some key take-away numbers:

• Over 5400 DIY pages live!

• $187 average gift• $77,152,473 raised • 414,620

transactions

In 2013:

• $171 average gift• $41,130,000 raised• 255,926

transactions

Through June 2014:

What if we optimized?

Sample eTapestry nonprofit (real customer)

• Assuming a 1% conversion rate on their online giving page.• They raised $41,224 last year from 289 donors, $153 average gift

What if?

• Optimize giving experience and raise conversion by:• 2% - could raise over $88,000• 3% - could raise over $132,000

Wouldn’t you do it?

Optimize DIY and Email by:

Are you optimizing YOUR DIY pages?

• Is it branded?• Is it easy to find?• How many clicks? Click

away?• Landing pages?• Is there a clear Call to

Action?• How much info is gathered?• Is it mobile responsive?• Recurring gifts?• Targeted Gift Amounts?• What happens after the

gift?• Are communications after

targeted?Source: Dunham + Companyy

Start with Branding - Embeddable form

If you already have embedded forms:• Republish your forms! Our DIY pages are now Mobile Responsive as of

the last release!

GIVING IS MOBILE! MAKE SURE YOUR FORM IS TOO!

84% NOT OPTIMIZED FOR MOBILE VIEWING

Embedded Branded pages

Embedded DIY to match website

Embedded DIY to match website

Create Confirmation to Match Website and DIY form – for each page or Call to Action

Create follow up email ‘Welcome Series’ at the same time!

C

• Create branded welcome enewsletter series in eTapestry

• Create a dynamic query for all online gifts, or all new online gifts

• Schedule ahead of time and change the time of delivery

• Invite them to volunteer, tell them about another donor, ask again, invite, engage

• Drive to social media, multiple touchpoints

Location and Position of DIY page• On average it takes 4 clicks to get to a nonprofit donation page!• Eliminate multiple ‘clicks’ through before they can actually make the

donation!

How strong is the Call to Action?• What’s the goal of an online giving page?

• TO GET A GIFT!!! But less than 50% of pages have a clear call to action on the landing page!

• Only 14% of landing pages create a sense of urgency• 17% have conflicting calls to action

• What gift amounts are you suggesting?• Only 22% of pages have suggested giving amounts• Select the one you’d like the donor to choose• Change the Ask Amounts throughout the year

• Are you offering and encouraging recurring giving?

Use Landing Pages and Directed Asks

Which would you donate to?

You have lots of pages you can create

Encourage Recurring Gifts & Pre-Select what you’d like the donor to choose

Ask Amounts & Holiday Giving Strategy

• Online Average Gift Size has Seasonality • Do you change your ask amount?• Can you test and change your ask this year? • Online Average Gift Size More Than Doubles in December

Use Advanced Email to build an active strategy

Basic SegmentationGroup supporters based on common characteristics (you already know).

• When starting out, try to create a “BEST” segment (based on “best” offline segment).• Others may include:

• New/Prospective• Current/Major• Lapsed

• Build a basic communication plan/goal for each segment.

• The better you know your audience, the more "personal" your message.• Gain trust…greet the reader by name.• Reference past interactions or observed behavior when possible.

• When in doubt, segment your email list like you would for direct mail.• Try similar segments to your Direct Mail program; test out new segments at low cost.

Segments Organizational Goal Suggested Message(s)

New/Prospective Introduce yourself; engage prospect Capture interests/preferences for future communication/cultivation Solicit some type of participation/activity (donation, membership, event registration, etc.)

Send Website "Welcome" Message Share useful information; increase interest in your cause (via newsletters/fact-based emails) Provide opportunities to participate at various levels (events, volunteer, advocacy, etc.) Soft asks/appeals

Current/High May be considered your "BEST" supporters Need to be kept happy/engaged Need to feel like they are valued and that you "know" them

Send (regular) eNewsletter / Annual Report Send status/thank you emails often Showcase successes; regularly communicate benefits of supporting your organization Survey 2-4x per year to capture preferences and user feedback Send regular appeals (targeted ask amounts) Include in Planned and/or Major Giving communication

Current/Middle Need to upgrade these supporters; goal is to move them up the ladder Need to be kept happy/engaged Need to find out what they really value – leverage this to increase ask amount/frequency

Send (regular) eNewsletter / Annual Report Send status/thank you emails after user action Showcase successes; regularly communicate benefits of supporting your organization Survey 1-2x per year to capture preferences and user feedback Send regular appeals (upgrade ask amount)

Lapsed Need to re-engage or remove Don’t waste paper/postage if possible Find out what level of interest and what topics of interest they have Let them go if they are not interested – focus on those who are

Communicate 2-4x per year (remind of available subscriptions/upcoming events, etc.) Survey 1x per year to capture interests Send message with option to remove self entirely and/or options for increasing/decreasing participation ("Don’t you like us anymore? If not, we’ll stop bugging you")

Monitor and Adjust: eTapestry Reports

Optimizing Multi-Channel Fundraising with eTapestry• You have the DIY pages, Advanced Email and CRM tools to

optimize your online giving.

• Online Giving grew 13.5% this year, imagine how much you can grow your giving by optimizing your pages.

• Use best practices of embedding, landing pages, ask amounts, recurring gifts on your pages.

• Query and segment your database; using Advanced Email and other channels to engage donors.

• Test, adjust and PowerOn!

Optimization Resources• NP Experts – Webinars & eBook:

https://www.blackbaud.com/nonprofit-resources/npexperts?utm_source=blackbaud&utm_medium=website&utm_content=homepage&utm_term=corp&utm_campaign=npEXPERTS2014#.VDHFPPldXhA

• eTapestry Resources for you: https://www.blackbaud.com/fundraising-crm/etapestry/resources

• NEW eTapestry User Community: http://community.convio.com/t5/eTapestry/ct-p/BBeTap

• eTapestry Consulting Services: etapconsulting@blackbaud.com

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