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YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
YMCA Of Greater Toronto Building An Online Village
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YMCA Of Greater Toronto Building An Online Village

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Ann Edmonds, VP of IT at YMCAGTA presented at 2008 Blackbaud Conference. A case study of thier online strategy: Crawl, Walk, Run.

Ann Edmonds, VP of IT at YMCAGTA presented at 2008 Blackbaud Conference. A case study of thier online strategy: Crawl, Walk, Run.

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  • 1. Building an Online Village Sandra Luther, Solutions Engineer – Blackbaud Canada Ann Edmonds, Vice President, Information Technology – YMCA of Greater Toronto May 1, 2008
  • 2. Building an Online Village Rules of Today’s Game: Rule #1: Let’s make this fun! Rule #2: Your participation is encouraged Who We Are: – Ann Edmonds – Vice President Information Technology, YMCA of Greater Toronto – Sandra Luther – Solutions Engineer, Blackbaud Canada Rule #3: Let’s make this fun! Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #2
  • 3. Building an Online Village Today’s Objectives: Gain a better understanding of online communities and their benefits Explore various online community-building tools and features Learn from one organization’s experience in designing, developing, and implementing an online community Provide you with a starting point to begin to build or to enhance your online community Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #3
  • 4. Building an Online Village What Do These Sites Have In Common? Some of the most visited sites on Web – High-value services and features – Engaging, highly personalized content – Relevant, up-to-the-minute information – Easy-to-use, self-service tools – Security and privacy options Their #1 goal is to build a sense of loyalty and community Their customers are your constituents… Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #4
  • 5. Building an Online Village Benefits of an Online Community Offers exclusivity through registration or membership Purpose is meaningful to the organization and community members Builds loyalty, enthusiasm, and involvement Enables multi-directional communication Creates both click and mortar scalability Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #5
  • 6. Building an Online Village Why Offer Online Services? Your supporters and donors have a personalized experience when banking, shopping, and connecting with each other online The bar has been raised! Your nonprofit organization is no exception Supporters and donors expect “on my time” access to self-service capabilities (e.g. donations, event registrations, address changes, subscriptions) and exclusive members-only information Other nonprofits are already doing this! Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #6
  • 7. Building an Online Village Expand Your Organizational Mission Build on traditional programs and activities – Develop online counterparts for initiatives – Leverage cross-marketing opportunities – Dramatically expand your audience Promote a consistent image – Build on and supplement traditional branding – Coordinate communications and marketing – Distribute highly targeted materials Improve fundraising results – Create highly segmented appeals – Interact with donors through their communication preferences – Provide a convenient, 24/7 donation option Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #7
  • 8. Building an Online Village Build a Network of Loyal Supporters Provide valuable online services – Ability to communicate with other supporters – Multiple channels to engage with you – Distribute valuable information and services Create a personalized experience – Member registration, profile and directory – Targeted content based on history and preferences – Exclusive, members-only access Empower users – Provide tools for advocacy and interaction – “On my time” self-service features and tools – Contact with other users with similar interests Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #8
  • 9. Building an Online Village Streamline Operations Integrate systems – Make real-time updates to information – Improve gift management and data integrity – Convenient, secure donation process Automate operational activities – Eliminate redundant information – Provide key activities online – Reduce communication costs Develop metrics – Determine quantifiable criteria – Analyze results and decide where to focus resources Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #9
  • 10. Building an Online Village How Non-Profits Are Leveraging the Web Volunteer Portals – Providing dynamic and targeted content for volunteers allows organizations to connect valuable supporters with fun projects and share information about new programs Self-Service Access – Using a dynamic online community offers constituents the convenience of online event registration, donations, and enhanced information, as well as secure, members-only access to board meeting minutes and more Multi-Channel Communication – Integrating website design, email marketing, and offline communications provides an improved perception of the organization’s mission and intent User-Driven Content – Personalizes your mission and allows your most loyal supporters to express the impact of your organization on their lives Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #10
  • 11. Building an Online Village Case Study: YMCA of Greater Toronto Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #11
  • 12. Building an Online Village These are Toronto’s Objectives Increase awareness of YMCA programs and services Increase participation in YMCA programs and services Enable better service of YMCA members, volunteers, donors and key stakeholders Increase the number of members Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #12
  • 13. Building an Online Village These are Toronto’s Objectives Increase revenues online through registrations and donations – Increase opportunities to donate and make it easy – Increase the average gift size – Increase the number of donors Increase volunteerism – Increase the number of volunteers recruited – Increase volunteer engagement and involvement – Increase awareness that volunteerism is a critical component of their mission Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #13
  • 14. Building an Online Village Crawl… Walk… Run “Put House Crawl Walk Run in Order” 7. Contact Us Stakeholder 6. e-learning Expansion Take all initiatives to the next level 5. Contact Management Channel Foundational 4. Trigger based Expansion re-design of email website New partner 3. Donations hosting relationship 2. Registration & Account Consolidate 1. Timely Maintenance member Information information Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #14
  • 15. Building an Online Village Determine Your Opportunities and Objectives Crawl (Alignment) – Establish web infrastructure and support arrangements – Implement content management tool, processes and defined governance roles and responsibilities – Focus on site design with information architecture, look and feel, standard and guidelines – Incorporate content and functionality deemed “must have” for Release 1 Walk (Expand Content and Function) – Expand content for secondary, tertiary audiences – Expand and modify content based on user feedback – Expand functionalities – Allow more decentralized control over content Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #15
  • 16. Building an Online Village Determine Your Opportunities and Objectives Run (Integrate with email marketing) – Integrate email marketing initiatives with website – Exploit additional online capabilities – Implement online donations Consider using a similar phased approach, and be realistic when planning each phase. Don’t take on too much at once. Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #16
  • 17. Building an Online Village It’s Not Too Late Studies show that online marketing has demonstrated promise for nonprofits, but it is far from achieving full potential – Most organizations raise <5% of funds online – Email files are generally a fraction of your direct mail files Important reasons to focus more on the Internet – As we’ve seen today – more people are going online not just to donate, but also to become more engaged with your organization – Internet communication is growing in effectiveness – Americans donated over $6 billion in 2006, a 51% increase over 2005 estimates* – Global giving is estimated to have surpassed $13.2 billion by 2010* *Source: ePhilanthropy Foundation, 2007 Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #17
  • 18. Building an Online Village When You Get Home… Define goals and objectives – What are you trying to accomplish? – What does success mean to you? – What are your donors and stakeholders asking for? Evaluate current programs – Could you mirror current offline activities? – Where could you support, improve, or streamline activities? – What new initiatives could you implement online? Implement IT infrastructure – Data – prospect research and modeling / scoring – CRM – database tools for tracking and reporting on interactions – CMS – dynamic web content management for personalization and security Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #18
  • 19. Building an Online Village Thank you! Ann Edmonds Vice President, Information Technology YMCA of Greater Toronto ann.edmonds@ymcagta.org Sandra Luther Manager, Internet Solutions Blackbaud Interactive sandra.luther@blackbaud.com Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #19
  • 20. Building an Online Village Additional Resources onPhilanthropy - www.onphilanthropy.com ePhilanlthropy Foundation – www.ephilanthropyfoundation.org http://ymcastrongkids.ca/ http://interactive.blackbaud.com/ Ann Edmonds – ann.edmonds@ymcagta.org Sandra Luther – sandra.luther@blackbaud.com Blackbaud’s Conference for Nonprofits — Montreal | Sandra Luther & Ann Edmonds | Page #20

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