12. Using personalization can drastically improve: Your response rates Increase the value of your communications for the recipient Help reduce unsubscribes Prevent list fatigue Why Personalize?
13. Personalization There is not a one size fits all model when it comes to your organizations website.
19. Build a relationship that encourages the constituent to return Better stewardship Provide customized experience Target each individual supporter differently by providing one-to-one marketing Predict customer needs Identify supporter characteristics by initiating 2 way communication Make the interaction efficient and satisfying for both parties Need for personalization
21. Prioritize content User Controlled content Customized Look & Feel for each user Need for customization
22. Demographics and Lifestyle – these are observable and traceable metrics such as location, age, region, marital status, etc. Preference and Opinion – this is something that you can survey or poll your donors on, and collecting this information via an online portal is a great idea. Behavior – again, this is observable and traceable, and is based upon prior actions and not intentions or preferences. Basic rules of personalization
33. Personalization – What can you do today Show your supporters that you are listening Email? Website? Personalize with giving and events Make sure they can see that you know where they gave or attended Start Small Try a few segments, how would you tailor your message? Test! There is no right answer, test, try, test, try again Listen to your supporters Survey them, who are your audiences?
44. Regularly responds to direct mail appeals with gifts of $200 or moreAn Incomplete View Gives an Incomplete Understanding
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46. Offline Interactions: His company sponsors the annual event every year, regularly responds to direct mail appeals with an average gift of $200 or higher, multiple event tickets purchased
47. Online Interactions: Sends eCards, Visits pages on Planned Giving and Volunteering, high open rate on “Will and Bequest” emails.
48. Network Interactions: His daughter volunteers and his son-in-law’s brother was a program beneficiary who has promoted your organization on his blog…and Missed Opportunities with this Supporter and Others
50. Why it matters First Year Retention is 29.3% for single channel donors First Year Retention is 51% for multi-channel donors
51. Multichannel is HOT … ! Median revenue/donor: $339 First year retention: 51% 30% for offline donors 22% for online donors Compared to $88 for offline Compared to $170 for online Multi-year donors retained: 75% 59% for offline donors 52% for online donors
54. Focus on being multichannel Simplify the process Treat every online communication with the same care you would treat a direct mail piece – segmentation, etc Do what you can to get a 360* view of your constituents Don't send an email without considering their offline history Integration – what you can do today
56. The field of data analysis. Analytics often involves studying past historical data to research potential trends, to analyze the effects of certain decisions or events, or to evaluate the performance of a given tool or scenario. Analytics – What does it mean
57. 87% of Internet users use search engines like Google to find information. http://www.flickr.com/photos/marciookabe/
58. Website visitors How many people are visiting your website? How long are they hanging around for? How many return? Aim for visitors to engage with your site for 2 minutes or more Aim for a bounce rate of under 30%
62. Anayltics – What should you track Step one – Define some goals Average gift online Number of transactions Conversion rate (visitors vs. those who take action) Email click through Email conversion Value per email
66. You probably have meticulous analytics with direct mail programs Start doing it online! Start using Google Analytics TODAY! Its Free Set Goals Establish Benchmarks Think about Social Media Take a Holistic Approach Analytics – What you can do today
67. NetWits Think Tank– the best and the brightest at Blackbaud share tips, tricks, and resources related to nonprofit internet strategy The Blackbaud Index of Charitable Giving– view revenue trends of 1,412 nonprofit organizations representing $2.2 billion in yearly revenue on a monthly basis, both offline and online. Friends Asking Amy – “I created Friends Asking Amy to be a resource for event fundraisers. With help from my fundraising friends, we’ll be sharing ideas you can implement into your events, updates and information on current trends we’re seeing in the marketplace and answering your questions” Nonprofit Tools and Resources
