Mission inspiredgiftswhitepaper

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Mission inspiredgiftswhitepaper

  1. 1. December 2008Mission Inspired Gifts™ Online Fundraising Meets E-Commerce Jenny L. Feinberg, Senior Consultant Jeff Patrick, President & Founder Online strategy, web communities, and integrated campaigns for nonprofits. 50 First Street, Suite 400 San Francisco, California 94105 (415) 543-7600 www.commonknow.com © Common Knowledge 2008 All rights reserved.
  2. 2. In economically tough times, nonprofits naturally turn to scrutinizing fundraising programs andplans. We look at our existing donors and search for creative ways to inspire more dollars anddonations from them. We look for innovative, cost-effective ways to acquire new donors. We’relikely going to have to work harder—and smarter—to remain competitive in this economic climate,where individual giving is projected to drop by 4.7% this year.1 For nonprofits with onlinefundraising programs, how can we leverage the unique features of the Internet in a challengingfundraising environment?Mission Inspired Gift fundraising model –A new Internet fundraising model—the Mission Inspired The revenue structureGift™—promises to help. In the Mission Inspired Gift underlying a donation plan,program, for example, dad shops online at Defenders ofWildlife where he symbolically adopts a Grey Wolf and his it is often important to explainchild receives a plush wolf toy along with a packet of edu- more innovative models tocational information. Mission Inspired Gift programs are a consumers.form of fundraising where the donor gives to a charity and athird-party recipient receives a premium. They engage pros-pects and donors with a unique mission-focused ‘gifting’ and Mission Inspired Giving –giving opportunity. A form of gift giving in which the giver donates to a charity Mission Inspired Gift e-retailing – The art and in the recipient’s name. Often programs aim to com- science of selling goods via bine an emotionally includes a premium (e.g. a the Internet. rewarding donation plush toy), card or certificate experience with the explaining to the recipient how more practical shop- the donation benefits the char-ping and gift-giving process. It is a strong opportunity toleverage the tremendous base of e-retailing best practices ity. Also known as virtual giv-for Internet fundraising. A Mission Inspired Gift is able to ing, graceful giving, adoptiontap into the alternative gift trend: virtual giving, graceful gifts, alternative gifts or spon-giving, adoption gifts or sponsorship giving. Riding the anti- sorship giving.consumerism wave, alternative giving is sometimes linkedwith environmentally friendly initiatives as well.With the focus on gift-giving, Mission Inspired Gifts are most often promoted around holidays—Christmas, Hanukah, Mother’s Day, Valentine’s Day, Easter, and mission-specific celebrations ormemorial events such as Veteran’s Day, Memorial Day, Earth Day, or Breast Cancer month. It alsoperforms well in the role of alternative gifts for birthday or corporate gifts. www.commonknow.com 2
  3. 3. Taking It Online Mission Inspired Gift programs move the classic sponsored giving model online—adapting it to take advantage of the Internet’s unique characteristics: low-cost production, rapid deployment, per- sonalization, and a no-hassle virtual shopping experience. Successful charities using this program include Defenders of Wildlife, Sierra Club, Seva International, and International Fund for Animal Welfare. See Table 1 for examples of the Mission Inspired Gift programs at each of these nonprofits. Table 1: Sample Mission Inspired Gift Program Categories and Products Organization Issue/ Product Category Gift/ Product Defenders of Wildlife Wolf Adopt a wolf pup International Fund for Animal Welfare Seals Gift to monitor seal hunt Sponsor work to protect sequoias Sierra Club Sequoias from logging Seva Foundation Restore Sight Sponsor a cataract surgery Keeping in mind the Mission Inspired Gift program’s focus on Internet shopping, it is worthwhile to note that even as overall retail sales are projected to drop during the current economic slow-down, spending for online sales are expected to grow by 12% this year.2 Fourth quarter is an important time for fundraising, and Internet fundraising con- tinues to be an important revenue stream for nonprofits. Seva International, generates 25% of their annual fundraising revenue from their branded Mission Inspired Gift program, “Gifts of Service.” Convio estimates that 89.5 million online US consumers are planning “to give more than $3 billion to nonprofit organizations during the holiday season in 2008.” 3Sample Mission Inspired Gift Program:Seva Foundation Gift Center Home Page www.commonknow.com 3
  4. 4. Your Fundraising Strategy: Cross-Selling Existing Donors For fundraisers, Mission Inspired Gifts are an attractive addi- online member base – tion to a healthy mix of fundraising programs, particularly as The portion of your list which a way to appeal to existing donors. Perhaps you have a large interacts with you online, and growing online member base, and a disciplined and com- through email and/or prehensive renewal program helps to extend each member’s commitment from year to year. But within each year, how are participation in online you cross-selling this loyal base with other fundraising offers? social networks. What initiatives are growing the average lifetime value of your donors? Mission Inspired Gifts introduce a completely different context for giving: inspiring supporters to donate by giving cross-selling – a gift to a friend, family member, or colleague. The Mission A tactic to increase sales Inspired Gift solves the gift-buying challenge to check off a through suggesting other few friends from your Christmas shopping list—and along the way, gain recognition as a philanthropist and supporter related products. of your or your gift recipient’s favorite charity. In the peak holiday period, this is a particularly compelling and practical offer, even for members who’ve previously given this year. Importantly, it is not unusual for ‘shoppers’ to gift multiple donations in one visit. Most organizations see that a substan- lifetime value – tial number of their shoppers purchase more than one gift. The revenue a subscriber Consider a Mission Inspired Gift program in relation to your brings to the organization existing fundraising programs, and plan how to integrate it—strategically and in your email schedule—with member- over the duration of their ship, monthly giving, and your scheduled campaigns. relationship. www.commonknow.com 4
  5. 5. Your Fundraising Strategy: viral marketing –Viral Marketing & Acquisition A strategy that incentsThe built-in viral branding and acquisition in the Mission Inspired people to voluntarily passGift program is also extremely valuable. The charity brand is pre- on a marketing message.sented to the originating donor, but it is also rolled out to all giftrecipients. Imagine an office worker during the Christmas holiday,who gifts donations to five co-workers. Each of the five co-workers acquisition – Addingreceives a branded e-card, printed card, and certificate introducing people to your house orthe charity, explaining your program, and further describing how lead list through variousthe gift will be used. One donation leads to five recipients with anew connection to the charity. Each recipient can be prompted to methods (purchase ofvisit the charity’s online giving center to gift a donation to people names, PR campaigns,in their network. As a result the program has the viral potential to viral strategies, etc.)expand out through each participant’s social network. Your Fundraising Strategy: Fundraising Accounting direct marketing – Early in the project, decide how the program proceeds will be The practice of delivering used by your organization. Will the money raised be restricted to messages to consumers on the specific programs or will it be allocated to the general fund? The Mission Inspired Gift copy for the web site, external messag- an individual basis. ing, direct marketing, and in-person discussions will need to reflect this decision.For example, Heifer International states that all gifts, such as the purchase of a cow, are symbolic,and will be used however it can best be directed to alleviate poverty and hunger around the world.On the other hand US Fund for UNICEF uses the dollars raised to purchase the same product that thedonor bought via their catalog, however they reserve the right on rare occasions to substitute theexact product with a different item from the same category if there is greater need for it. In otherwords if you purchase a first aid kit for use during emergencies but there is an immediate and press-ing need for temporary shelters, they may allocate your donation to purchase tents instead. Theaccounting choice depends on the needs of the nonprofit. www.commonknow.com 5
  6. 6. Strike a BalanceAs you conceive your organization’s Mission Inspired Gift program, much of your success relieson a careful balance of understanding and using e-commerce best practices, integrated with solidonline fundraising principles. In the end, Mission Inspired Gift programs are one part shoppingexperience, and one part donation. Getting this balance right is crucial, and each program needs tostrike its own balance.Some programs skew toward a strong fundraising message and reflect this in their copy and creative,with just a nod to e-commerce. Other charities build large product catalogs that incorporate moresophisticated merchandising concepts for up-selling and cross-selling additional items. Either way itis crucial to have a streamlined, well-merchandised, visually compelling online ‘shopping’ experiencecombined with effective copy and creative that clearly communicates the fundraising storyMerchandising StrategyHere we offer a decision checklist as you develop a merchandising strategy for your Mission InspiredGift program. Your Merchandising Strategy should consider Product Choice, Design (includingPremiums) and Price Points and Incentives; and the Product Catalog as a whole.1. Product ChoiceBegin by thinking about the best products be for your organization. What is a Mission Inspired Giftproduct? The gift a donor will purchase for the gift recipient. This is a productized (or packaged) ver-sion of one of your programs, a symbolic representation of the program (the donation of a chicken toa family in need, sight restoration through a sponsored cataract surgery in Nepal, or a symbolic adop-tion of a spotted owl that represents support for habitat preservation.) The product should include apremium, but the premium can be as simple as a card—these are Product Design decisions you’ll makeas part of the Mission Inspired Gift program process. As you consider your Product Choice, rememberthat the products must directly relate to your core mission and ideally tie to your organization’s mostimportant programs.Your fundraising track record is a good guide. Which of your issues and programs have performedwell for fundraising, online and offline? Which low-dollar, mid-tier and major donor appeals histori-cally have achieved the best results?Overall consumer appeal should also play a role in your selection because Mission Inspired Giftprograms perform well for new donor acquisition. For these first-time shoppers, visually appealing,emotive, high-profile, personally pertinent, or news-worthy issues are most compelling.As you choose your product categories, simple, more straightforward, non-controversial issues withan identifiable or quantifiable impact tend to perform best. An environmental organization, forexample, given the choice between global warming and animal rescue, should opt for the easier tounderstand, more specific, more quantifiable animal rescue topic. www.commonknow.com 6
  7. 7. product design –2. Product Design The strategic selection ofThe specific offer and gift package for the recipient matters for mission-based products thateach product. In Product Design you should consider whether appeal to target consumers.you will tune products to increase sales to existing base or targetnew audiences. Includes consideration of price points, compelling fundraisingYou might, consider adding a family of related products to stimu- asks, and premiums.late collectible-minded shoppers, a tactic used with, for example,Star Wars action figure Happy Meals. Perhaps you’ll design prod-ucts suitable for corporate gift-giving—easy to source for and send to multiple addresses in volume,work-safe topics, and multiple price points. For some organizations, products are meant to appeal tochildren—who stimulate significant gift-buying by parents, grandparents and other family members.Which of your programs are most kid-friendly? What products could you create keeping kid recipi-ents in mind?Beyond basic premium “product appeal,” premium add-ons like certificates, 8x10 glossy photos, factsheets, and gift cards help to provide donor and recipient recognition. Premiums play an importantrole in the perceived value of each product. At Defenders of Wildlife, the product categories are en-dangered animal species. For each endangered animal product category, Defenders includes a plushanimal toy, kids wildlife activity book, personalized certificate, photo and fact sheet. Defenders of Wildlife Wolf Category Page www.commonknow.com 7 © Common Knowledge 2008 All rights reserved.
  8. 8. Seva Foundation, on the other hand, simply includes a printed gift card with each gift. Seva Foundation Product Page - Highlighting the Gift Card Premium While drastically different pre- mium offers, both Defenders and Seva have enjoyed thriving suc- cess with their respective Mission Inspired Gift fundraising programs by strategically choosing products at price points that show a clear understanding of the respective supporters of each organization.www.commonknow.com 8
  9. 9. Seva Foundation Product Category Page: Sight Restoration3. Product CatalogMission Inspired Giving relies on an electronic catalog of products, the col-lection of all your Products in all of your Product Categories. To review,each product should relate directly to some aspect of the charity’s pro-grams. Take the opportunity to evaluate the Product Catalog as a whole,and to make sure it conveys the personality or brand of your organizationas desired. Mission Inspired Gift programs are an exciting opportunity fora brand extension, and a meaningful way to leverage the existing reputa-tion of your charity. The Seva Foundation’s branded Mission InspiredGift catalog—Gifts of Service—includes products for each of their programareas: Sight Restoration, Clean Water, Literacy, Community Health,Economic Development, and Mothers and Babies. One interest-ing aspect of Mission Inspired Giving is the built-in ability of theonline catalog to educate donors about the programs of the char-ity, and to deepen the relationship with the donor. Seva Foundation Product Category Page: Clean Water product category – Each of these ‘product categories’ A mission-based includes one or more products, versions of the product at packaging of online gifts different price points. At which includes one or Seva Foundation, the Clean more related products, or Water category has products versions of the product at at $25, $250, $500, $1,500, and $15,000. different price points.A slightly different approach is used by Sierra Club in their‘Sponsor a Wild Place’ center, where the product categoriesinclude different iconic wild lands or parks— e.g. Sequoia,Arctic, Yosemite, Yellowstone, and Acadia. These parksrepresent the Sierra Club’s current work but also their100 plus year legacy of conservation. The Arctic category,Arctic National Wildlife Refuge, includes products at $25,$50, and $75. Sierra Club Product Category Page: Arctic www.commonknow.com 9
  10. 10. 4. Pricing: Consider tapping into different markets by creating products at a wide range of price point levels. Using Facebook widgets, several organizations offer virtual gifts priced at $1, while Heifer International offers a “Hope for the Future Gift” for $25,000 which helps move 1 million families closer to self-reliance through livestock and training. Seva Founda- tion presents price points within each cat- egory at low, medium and high levels. Recognize that very low, low, medium and very high price points (e.g. $1, $35, $250 and $25,000) have different roles in the Mission Inspired Giving model. Very low price points serve more as a self-funded marketing initia- tive—for example, to introduce a younger generation to your charity. Low and medium price points (e.g. $35 and $250) perform much like annual giving fundraising pro- grams, while very high price points are about awareness, education, and reinforcement with only rare online donations. From the e-commerce world we borrow pricing tactics for incenting additional sales. These include discount codes (early bird, employee, multi-items, return shoppers), free shipping offers, up-sell awards (buy $100 or more and get a free baseball cap), sale pric- ing, sale windows (e.g offer good for next 48 hours), frequent buyer and reward programs, and referral programs (refer a friend and get 10% off.)Seva Foundation ProductCategory Page:Range of Price Points www.commonknow.com 10
  11. 11. IFAW Gift Center: A Simple Product Catalog with a Few Product CategoriesDefenders of WildlifeGift Center:A Complex ProductCatalog with ManyProduct Categories www.commonknow.com 11
  12. 12. branding – The creation and communication ofWebsite the identity of your orga-The website, or e-commerce center, presenting your Mission Inspired nization, or the personali-Gift catalog is central to your success. The goal of the website is ty of the program. Onlinemulti-fold and must incorporate five essential considerations. branding techniques in-1. Branding: Your e-commerce center contributors to your clude logo, color palette,charity’s brand building, and the shopping experience should echo fonts, design elements,it. Create and communicate the identity of your organization andthe personality of the program—quickly and effectively. Consider representative photos,all the online techniques here: logo(s), color palette, font styles, smooth navigation, and adesign elements, representative photos, smooth navigation, and a thoughtful layout.thoughtful layout.3. Mission and Programs: Educate visitors about your charity and mission. Use a combinationof stand-alone explanatory copy combined with messaging integrated with each of the products. Cre-ate strong linkage between the products and your programs. Add photo content representingor reflective of your programs and services.2. Explain How It Works: Clearly define what your Mission Inspired Gift program is and how itworks. Gifting donations is not commonly understood by consumers, although when presentedcorrectly it is relatively easy to grasp. Take the time to explain the program in two or three sentenceson the homepage, and support this short description with a FAQ or About the Program page.4. Presentation: Present your Product Catalog including a clear explanation of the related missionand service, premium(s), and price. Professionally shot premium photos make the offering more com-pelling. Remember, some product categories and price points will sell better—be thoughtful aboutwhich products and price points you merchandise on the homepage and other important site sections.5. Other Essentials: Shipping costs (Hint: free shipping is a good selling point), shipping times(e.g. arrival in time for the holidays), customer service (e.g. contact numbers, hours of operation),checkout process (viewing the shopping cart, adding/removing items), add a donation (e.g. donate anextra $10 on top of your purchases), up-sell with add a branded product (a logoed t-shirt or ball cap),privacy policy, trust-building tools like awards (e.g. Readers Digest Philanthropy 100 Award), giftwrapping, and tax deductibility of donations are all important information to include on your site. www.commonknow.com 12
  13. 13. Case StudyIFAW - Gifts for AnimalsThe International Fund for Animal Welfare (IFAW), www.ifaw.org, is a $100-million animal-welfareorganization working in 15 countries on the continents of Europe, Asia, Africa, Australia and NorthAmerica, and representing an online community of over 500,000 active advocates and donors.In the fall of 2007, IFAW upgraded their “Gifts for Animals” Mission Inspired Gift catalog, with an eye to-ward expanding the role of the catalog within their larger online fundraising programs. In parallel, IFAWramped up their email marketing program to promote the new online catalog. As a result of these effortsIFAW increased the total dollars raised from the Gifts for Animals program by 22% over the previous year.The majority of this growth in contributions came from a five-email series over four weeks (lateNovember to late December) which accounted for 63% of the total catalog revenue for the holiday period. IFAW tested a variety of factors within the email series—email format, copy, creative, products and price points pro- moted, and product sale versus fundrais- ing focus. For example, the first email in the series announced the program, using an electronic postcard format. This e-postcard was image intensive, featuring a large seal photo and only minimal text. Sent out the Wednesday before Thanksgiv- ing, this email generated fewer total gifts than later emails but it played a critical branding and educational role, ensuring that IFAW was top of mind for supporters as they started their holiday shopping.Email screen shot:IFAW Seal PostcardFor the second email, IFAW tested messaging focus—issue (ex. saving seals) vs. alternative gift giving (ex.Stop buying ‘stuff’, buy your friends and family an alternative gift that supports IFAW’s valuable work).Seventy five percent of the list received the ‘issue’ ask and the remaining 25% ‘alternative gift’ ask. The‘issue’ messaging performed much better, boasting higher open and click-through rates, while produc-ing an average of 1.12 gifts and $69.17 per donor compared to an average of only one gift and $49.55 perdonor for the alternative gift segment. (See Table 2, next page.) www.commonknow.com 13
  14. 14. Table 2: Results from Second IFAW Mailing– Issue v. Commerce Open Rate CTR Shoppers Per Click Gifts per Shopper Amount per Shopper Mailing #2: Seal 8.84% 1.58% 5.22% 1.12 $69.17 Mailing #2: Gift 8.07% 1.44% 4.90% 1.00 $49.55 Average 8.64% 1.54% 5.14% 1.09 $64.61The third campaign email was very successful—generating the most gifts per email in the series. Themessaging focused on IFAW’s Russian orphan bear cub rescue program. Importantly, it also featureda limited time offer for a special baby bear plush toy. The compelling (and cute) bear cub program andpremium combined with the 48-hour response deadline demonstrates how e-commerce and fundrais-ing tactics are interwoven to produce great results.An important element of the holiday shopping picture is the increasingly higher volume of ‘shoppers’the closer we get to Christmas day.Graph 1: IFAW Mission Inspired Gift Year End Summary, Cumulative Orders by Day1200 Christmas New Years Day 5th Mailing: Last Minute & Care2 Orphaned Cubs1000 4th Mailing: Stocking Stuffers 1st Mailing: Lush/Wirefly Mailing 800 Seal Postcard 3rd Mailing: Orphaned Cubs 600 Thanksgiving 2nd Mailing: 400 Seal Action & Generic Gift 200 0 11/18/2007 11/21/2007 11/22/2007 11/28/2007 12/6/2007 12/13/2007 12/17/2007 12/20/2007 12/25/2007 1/1/2008The last emails in the 2007 holiday series focused on the urgency of last minute gift giving and thedeadline to have gifts arrive on time. All of these emails performed well.In addition to email marketing, 37% of the gifts came from visits originating at banner ads, searchengine marketing ads, IFAW’s animal rescue blog and organic traffic through the IFAW homepage.IFAW was also able to take advantage of several earned media opportunities to promote the programvia print and television. www.commonknow.com 14
  15. 15. Conclusion for Mission Inspired Gifts White PaperMission Inspired Gift fundraising is an emerging and potentially valuable source of new donors anddonations for many charities. Based on sound online fundraising principles combined with savvy e-commerce tactics, the program can produce significant and profitable revenue streams for nonprofits.The future of Mission Inspired Gift fundraising is vast with innovation expected in many areas—multi-channel marketing, new product concepts, merchandising tactics, integration up-and-downthe fundraising pyramid, and with social networking. Five years from now, the Mission Inspired Giftcenter will be dramatically different with significantly more constituent interaction, content, andfeedback. In the future gift centers will present an increasingly broader selection of products, mar-keted via synchronized multi-channel outreach. Network selling via personal social networks anddigital video promotion—with video of products, program beneficiaries, and satisfied customers—willbecome important in Mission Inspired Gift centers in the next few years.Today only a small number of innovative nonprofits across several sectors—environmental, interna-tional relief and development, public radio and television, public interest/advocacy, health/healthcare,and higher education—field Mission Inspired Gift programs. Annual online revenue in these programsvaries from tens of thousands to millions of dollars, with organizations in the environmental andinternational relief and development sectors leading the way.The Mission Inspired Gift model has settled in on the online charity fundraising scene—it is here tostay. Consider the following three questions: 1. Would your organization benefit from a new revenue stream that will be profitable within 3-12 months? 2. Will your core constituents—those most committed to your cause—see value in this “gift and give” donation opportunity? 3. Are there holidays or special celebration days that naturally align with your mission or key fundraising periods— Christmas, Valentine’s Day, Easter, Hanukah, Veterans Day, Earth Day, Breast Cancer Month, International Clean Water Day, National Women’s Health Day, etc.?While more investigation is necessary, an affirmative on these three questions suggests that yourcharity may benefit from a Mission Inspired Gift online fundraising program. www.commonknow.com 15
  16. 16. Endnotes1 “Bracing for Lean Times Ahead” New York Times November 10, 2008 Stephanie Strohm http://www.nytimes.com/2008/11/11/giving/11FALLOUT.html?_r=1&partner=permalink&exprod=permalink “Patrick M. Rooney, interim executive director of the Center on Philanthropy at Indiana University,said the most reliable indicator of individual giving was Standard & Poor’s 500 stock index, with a100-point jump translating into an additional $1.5 billion of philanthropy from people who reportdonations on tax forms. “It works just the same way on the downside,” he said. Using that rule ofthumb and the price of the index on Nov. 6, such individual giving would drop this year by about $8.7billion from an estimated $187 billion, according to Mr. Rooney. That’s far less than financial marketshave fallen.”2 Online Retailers Tightening Belts, Too. Advertising Age. November 10, 2008, Natalie Zmuda“Online retailers, who have become accustomed to holiday sales increases in the 20% range, havereason to put on the brakes. Forrester projects sales this holiday season will grow at the slowest rateever, 12% vs. 21% a year ago.”via The Agitator Nov 13, 2008 http://www.theagitator.net/research/online-spending-growth-slows/3 $3Billion Is A Click Away.Convio http://www.convio.com/files/Convio_PlayBookSeries_Holiday2008.pdfData from JupiterResearch US Online Retail Consumer Survey fielded from September 17 to 28, 2008. www.commonknow.com 16
  17. 17. Screen Shot Links(Current as of December 2008)Screen Shot 1: Sample Mission Inspired Gift Program: Seva Foundation Gift Catalog Home Pagehttp://www.seva.org/site/PageServer?pagename=gos2008_homeScreen Shot 2: Defenders of Wildlife Product Category Pagehttps://secure.defenders.org/site/SPageServer?pagename=wagc_graywolfScreen Shot 3: Seva Foundation Product Category Page: Gift Card Premiumhttp://www.seva.org/site/PageServer?pagename=gos2008_sight_restorationScreen Shot 4: Seva Foundation Product Page: Sight Restorationhttp://www.seva.org/site/PageServer?pagename=gos2008_sight_restorationScreen Shot 5: Seva Foundation Product Category Page: Clean Waterhttp://www.seva.org/site/PageServer?pagename=gos2008_clean_waterScreen Shot 6: Sierra Club Product Category Page: Arctichttp://action.sierraclub.org/site/PageServer?pagename=NAT_DEV_SWP_ArcticProductPageScreen Shot 7: Seva Foundation Product Category Page: Range of Price Pointshttp://www.seva.org/site/PageServer?pagename=gos2008_sight_restorationScreen Shot 8: IFAW Gift Center: A Simple Product Catalog with a Few Product Categorieshttp://www.animalgift.org/site/c.ftIRI3PIKqG/b.3534847/k.85D/Unique_Animal_Gifts.htmScreen Shot 9: Defenders of Wildlife Gift Center: A Complex Product Catalog with Many Product Categorieshttps://secure.defenders.org/site/Ecommerce?store_id=6621&VIEW_HOMEPAGE=true www.commonknow.com 17
  18. 18. Jenny L. Feinberg Jeff PatrickSenior Consultant. Fundraising President & FounderJenny provides marketing and fundraising analysis Over the past decade, Jeff has assisted more thanand web campaign strategy for nonprofit clients at 100 nonprofits with their Internet initiatives.Common Knowledge. She enjoys using her experi- Working with large national and regional organi-ence to help clients explore successful growth and zations, Jeff pioneered the tools and software forretention in emerging online environments. Jenny is online fundraising, email communication, advocacy,proud of her work on the 2007 IFAW Seal Cam- and outreach. Tapping over 22 years of broaderpaign which resulted in 30% growth in revenue. national and international professional experience inShe has assisted the Sierra Club in the strategic inte- the commercial software and consulting sectors, Jeffgration of advocacy and fundraising efforts and is in approaches each client and project with both busi-the process of helping the Partnership for Drug Free ness and analytical skills. In addition to generalAmerica launch it first online fundraising program. company management responsibilities, Jeff focuses on assisting clients with strategic planning, web development and online campaigns. About Common Knowledge Common Knowledge, a consulting agency founded in 2002 and based in San Francisco provides compre- hensive consulting services for online fundraising, advocacy, marketing and communications to nonprofit organizations that need to leverage the Internet more effectively to further their mission. Broadly, Common Knowledge offers assistance to our clients in five service areas: • Online Strategy (including interactive media), • Web Site Design and Development, • Online Community Development (including social networking websites), • Online Campaigns (including email), and • Related Support Services. Our team of 11 employees includes service area experts with 70 years of combined experience—account managers, consultants, marketers, public and media relations, designers, developers and analysts, and general and administrative functions—finance, HR, and general management. Our growing team is based in downtown San Francisco and has offices in Atlanta, Chicago and Los Angeles. Our agency brings extensive nonprofit experience. In addition, core executives at CK offer over 40 years of com- mercial sector experience in marketing/ communications, eCRM, technology, management consulting, gourmet food, software, and automotive industries. This integrated nonprofit and commercial experience ensures CK clients benefit from the most innovative ideas and best practices in and out of the philanthropic sector. Our current base of 30+ nonprofit clients includes Arthritis Foundation, Sierra Club, International Fund for Animal Welfare, Partnership for a Drug Free America, Northern Arizona University Alumni Association, Seva Foundation, Community Gatepath, Wounded Warrior Project, Equality California and others. www.commonknow.com 18

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