Download - eTapestry Internet Fundraising Strategies Seminar

eTapestry is a Blackbaud Company

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Cate Shaffer

Account Executive

Breakthrough Internet Strategies for the Next Decade of Fund Raising:

An Executive Briefing


Who is eTapestry?Who is eTapestry?

• Dedicated to serving nonprofits

• A fast growing, successful NASDAQ firm

• A company that thrives on innovation

• A group that is passionate about service

• People who love to have fun!


What is our history?What is our history?

• Founded by former execs of MSC

• First “Software as a Service” solution for nonprofits in 1999

• 6,000 nonprofit cl ients around the world

• Became part of Blackbaud-August 2007


Agenda1. Pure Fund Raising Tools

• Recurring Gifts• Segmentation

1. Relationship Building Tools• CRM• Email• Web 2.0

3. Donor Loyalty4. Community Building (Donor Login)5. Web Site Optimization6. Research/Analyt ics


The Rules Sti l l Apply

(I t ’s all about relationships…not technology)


Know the Difference

It is Now a New World


The foundation of many Fundraising Programs

Key in ePhilanthropy Transactions

Constituents become Investors rather than Donors

Technology makes it Easy

1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts






Personalize Everything You Can

Let Technology do the Work for You

Queries can be Intuit ive and Easy

Think with Building Blocks and Logic

1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation








Strong Relationships are from Knowing Important Details, Hopes and Dreams

Easily Supplement your Memory

Only Works if Used Daily by All

A Remarkable “Secret Weapon” for Fund Raising

2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)


“If you want milk from a cow, you don’t send it a letter.”

Si Seymour









The Foundation of the Communications Revolution

Expected by EVERY Generation Now

Use Properly or the Results are Worse than not

A Fraction of the Cost of Other Forms of Communication

2. Relationship Building:2. Relationship Building:eMaileMail














Email Key Functions

Tracking: bounces, opens, click-throughs

Subscript ion management: automated unsubscribe or opting out l ink



Key Functions:

Deliverabil i ty: Fullt ime staff 24/7 monitoring blacklists, spam fi l tering and ISP standards

Horsepower: Up to 300,000 emails per hour via a schedulerSpam analysis tools

WYSIWYG editor



You are NOW the Catalyst not the Originator

Where Thousands of New Relationships can Begin

Traff ic you Always Dreamed of for your Web Site

Easier than you Think to Do

2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0


Web 1.0 vs. Web 2.0Web 1.0 refers to first generation Web-based content that was typically one-way static communication.

Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.



Web 1.0 vs. Web 2.0 Web 1.0 was about reading, Web 2.0 is about writing

Web 1.0 was about organizations, Web 2.0 is about communities

Web 1.0 was about home pages, Web 2.0 is about blogs

Web 1.0 was about portals, Web 2.0 is about RSS

Web 1.0 was about owning, Web 2.0 is about sharing

Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/


eTapestry is a Blackbaud CompanySource: The Wall St. Journal , 2006

2. Relationship Building:2. Relationship Building:Web 2.0 – Online Video UseWeb 2.0 – Online Video Use




2. Relationship Building:2. Relationship Building:Web 2.0 – Social NetworkingWeb 2.0 – Social Networking


1,313

Friends

12,309

Friends

18,047

Friends

25,037

Friends

2. Relationship Building:2. Relationship Building:Web 2.0 – Social NetworkingWeb 2.0 – Social Networking


2. Relationship Building:2. Relationship Building:Web 2.0 - RSSWeb 2.0 - RSS


2. Relationship Building:2. Relationship Building:Web 2.0 - RSSWeb 2.0 - RSS


2. Relationship Building:2. Relationship Building:Web 2.0 - PodcastsWeb 2.0 - Podcasts


2. Relationship Building:2. Relationship Building:Web 2.0 – Message BoardsWeb 2.0 – Message Boards


2. Relationship Building:2. Relationship Building:Web 2.0 - WikipediaWeb 2.0 - Wikipedia


Peer Fundraising Online

2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Fundraising PagesWeb 2.0 – Personal Fundraising Pages


2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising


2. Relationship Building:2. Relationship Building:Web 2.0 – Shopping CartWeb 2.0 – Shopping Cart


Average volunteer sends over 30 emails One in four emails sent by a volunteer results

in a donation Average online event gift is $59 which is a

50% increase over the average off-l ine gift Many volunteers reach their stated FR Goal!

2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising

Results:Results:


How do you know which donors are loyal?

Which are accessible?

Which feel trapped?

Which are at r isk?

3. Donor LoyaltyQuestions


3. Donor Loyalty

Why Measure?Why Measure?

• More NP’s Equal More Competit ionMore NP’s Equal More Competit ion

• Appropriate Donor Strategy is EasierAppropriate Donor Strategy is Easier

• Donors Expect MoreDonors Expect More

• Everyone Loves to Provide Their Opinion Everyone Loves to Provide Their Opinion


3. Donor Loyalty


- Value/Strategic Fit +

-

L

oya

lty

+

Value Creators

Grow

Value Sustainers

Harvest

Value Detractors

Replace

Value Opportunities

Convert

3. Donor Loyalty


A donor’s loyalty level is indicated on the search screen

3. Donor Loyalty


4. Donor Loyalty

57%2%

17% 23%

n = 1 n = 27n = 11n = 8

n =55 accounts8 donors are at riskRepresenting $.21 million

27 donors are secureRepresenting $.86 million

11 donors are trappedRepresenting $.21 million

16%16% 16%16%

0%0% 67%67%


Retaining Current Donors is Job # 1

Knowing Where to Focus is Essential

Avoidance of Lapsed Donors is Huge

“Keep your Friends Close”

3. Donor Loyalty


4. Community Building Donor Login

Like it or Not You are Now Open 24/7

Community Involvement Creates Web Site Stickiness!

Your Mission Communication is Enhanced

Constituent Bonding is Stronger




Keith Davis







5. Web Site Optimization

I f Relat ionships are Built on Communications . . .

Basic Parameters are Driven by Common Sense

A Few Key Changes can Make a Huge Difference

Leverage Partners who KNOW the Non Profit Sector


Both are Masters of Mult i-Channel Marketing!

5. Web Site OptimizationBe Like Martha or Oprah




E-Mail

PrintOther Tools

An Integrated Strategy

In Person Meetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site



What are the goals? How wil l we measure success? What are the specific tactics? Do we need any new tools or assistance? Who is responsible for what? Is everyone on the same page?

5. Web Site Optimization:Start with a Plan


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

Carrie Johnson, Senior Analyst Forrester Internet Research



5. Web Site Optimization:Before and After


DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website

http://www.the-dma.org/privacy/creating.shtml

5. Web Site Optimization:Privacy


6. Web Site Optimization:Needle in a Needle Stack


5. Web Site Optimization:Keeping it Simple

Advanced Email

Database

Ecommerce

Website


INTEGRATION is the KEY!

5. Web Site Optimization:Next Steps


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

5. Web Site Optimization:Example Plan


Does it accept donations by credit card? 94% Does it have a blog? 53% If you have a blog, can readers comment on it? 54% If you have a blog, does it have l inks to other blogs 52% Do you post any videos on your website? 75% Do you have podcasts on your website? 32% Do you host message boards? 22% Do you provide an RSS feed to your website? 29%

• Overbrook Foundation Survey of Human Rights NPO’s in 2007

5. Web Site Optimization:Web Site Integration


Mention Benefits & Ease Of Online Contributions

6. Web Site Optimization:Integrate on and off l ine appeals


5. Web Site Optimization:Use eMail & direct mail together


Plan Take an Integrated Approach Timely & Focused - Act Quickly When Needed Test Something New All The Time “SHOP” Others Think Targeted One-To-One Marketing People Give to People Have Fun!!! !

5. Web Site Optimization:Keys to Success


"Do one thing every daythat scares you."– Eleanor Roosevelt

"We have a strategic plan. It 's called doing things."

– Herb Kelleher



5. Web Site Optimization:Oprah & Martha would be proud


Epilogue

10 Technology Resolutions for 2008

Sarah Robbins Director of Emerging

Technologies Mediasauce


1. Set up a Gmail Account


2. Post Pics to Flickr


3. Try a Microblog


4. Create a Google Alert


5. Set Up an RSS


6. Share a YouTube Video


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


8.8. Join a Social Network


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


10. Play a Video Game


Thank you!

Cate ShafferAccount Executive

[email protected](317) 336-3967