eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
Cate Shaffer
Account Executive
Breakthrough Internet Strategies for the Next Decade of Fund Raising:
An Executive Briefing
eTapestry is a Blackbaud Company
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!
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
The Rules Sti l l Apply
(I t ’s all about relationships…not technology)
eTapestry is a Blackbaud Company
Know the Difference
It is Now a New World
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts
eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation
eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation
eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation
eTapestry is a Blackbaud Company
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)
eTapestry is a Blackbaud Company
“If you want milk from a cow, you don’t send it a letter.”
Si Seymour
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
eTapestry is a Blackbaud Company
Email Key Functions
Tracking: bounces, opens, click-throughs
Subscript ion management: automated unsubscribe or opting out l ink
2. Relationship Building:2. Relationship Building:eMaileMail
eTapestry is a Blackbaud Company
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
2. Relationship Building:2. Relationship Building:eMaileMail
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
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.
2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0
eTapestry is a Blackbaud Company
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/
2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0
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
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 – Social NetworkingWeb 2.0 – Social Networking
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 - RSSWeb 2.0 - RSS
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 - RSSWeb 2.0 - RSS
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 - PodcastsWeb 2.0 - Podcasts
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 – Message BoardsWeb 2.0 – Message Boards
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 - WikipediaWeb 2.0 - Wikipedia
eTapestry is a Blackbaud Company
Peer Fundraising Online
2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Fundraising PagesWeb 2.0 – Personal Fundraising Pages
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising
eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 – Shopping CartWeb 2.0 – Shopping Cart
eTapestry is a Blackbaud Company
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:
eTapestry is a Blackbaud Company
How do you know which donors are loyal?
Which are accessible?
Which feel trapped?
Which are at r isk?
3. Donor LoyaltyQuestions
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
3. Donor Loyalty
eTapestry is a Blackbaud Company
- Value/Strategic Fit +
-
L
oya
lty
+
Value Creators
Grow
Value Sustainers
Harvest
Value Detractors
Replace
Value Opportunities
Convert
3. Donor Loyalty
eTapestry is a Blackbaud Company
A donor’s loyalty level is indicated on the search screen
3. Donor Loyalty
eTapestry is a Blackbaud Company
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%
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
4. Community Building Donor Login
eTapestry is a Blackbaud Company
Keith Davis
5. Community Building Donor Login
eTapestry is a Blackbaud Company
4. Community Building Donor Login
eTapestry is a Blackbaud Company
4. Community Building Donor Login
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
Both are Masters of Mult i-Channel Marketing!
5. Web Site OptimizationBe Like Martha or Oprah
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
PrintOther Tools
An Integrated Strategy
In Person Meetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
5. Web Site Optimization
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
“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
eTapestry is a Blackbaud Company
5. Web Site Optimization:Before and After
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
6. Web Site Optimization:Needle in a Needle Stack
eTapestry is a Blackbaud Company
5. Web Site Optimization:Keeping it Simple
Advanced Email
Database
Ecommerce
Website
eTapestry is a Blackbaud Company
INTEGRATION is the KEY!
5. Web Site Optimization:Next Steps
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
Mention Benefits & Ease Of Online Contributions
6. Web Site Optimization:Integrate on and off l ine appeals
eTapestry is a Blackbaud Company
5. Web Site Optimization:Use eMail & direct mail together
eTapestry is a Blackbaud Company
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
eTapestry is a Blackbaud Company
"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
eTapestry is a Blackbaud Company
5. Web Site Optimization:Oprah & Martha would be proud
eTapestry is a Blackbaud Company
Epilogue
10 Technology Resolutions for 2008
Sarah Robbins Director of Emerging
Technologies Mediasauce
eTapestry is a Blackbaud Company
1. Set up a Gmail Account
eTapestry is a Blackbaud Company
2. Post Pics to Flickr
eTapestry is a Blackbaud Company
3. Try a Microblog
eTapestry is a Blackbaud Company
4. Create a Google Alert
eTapestry is a Blackbaud Company
5. Set Up an RSS
eTapestry is a Blackbaud Company
6. Share a YouTube Video
eTapestry is a Blackbaud Company
7. Really Use Your Cell Phone(Send a text or a video)
eTapestry is a Blackbaud Company
8.8. Join a Social Network
eTapestry is a Blackbaud Company
9. Share PowerPoint Slides(Save a tree or two!)
eTapestry is a Blackbaud Company
10. Play a Video Game
eTapestry is a Blackbaud Company
Thank you!
Cate ShafferAccount Executive
[email protected](317) 336-3967