“The Latest Tools in fundraising and Donor Cultivation Technology”<br />Christian Leadership Alliance<br />Philadelphia, P...
The Social Media Revolution: <br />http://www.youtube.com/watch?v=lFZ0z5Fm-Ng<br /> <br />
In general, nonprofits have two cornerstone development strategies:<br />                               Acquisition       ...
Today’s environment is a little different: <br />            Acquisition                                           Cultiva...
Acquisition <br />Cultivation <br />
Excel is not a CRM!<br />“Excel is a great tool to analyze quantitative information, but it did not enable me to manage re...
How many groups of nonprofits are there in the USA?<br />
A Quick Survey:<br />What is the first thing you checked at lunch?<br />Email on your phone<br />Twitter<br />Facebook Acc...
A Quick Survey:<br />What % of your constituents use….?<br />Email on their phone<br />Twitter<br />Facebook Account<br />...
<ul><li>Total estimated charitable giving dropped 3.6%
Individual giving fell.4%
Foundation grant making fell 8.9%
Corporate giving increased 5.5% (mainly due to in-kind gifts)</li></li></ul><li>
Who’s Behind the Money? <br />
Churches<br />People<br />
So, what do you need to do to keep your supporters loyal? <br />Prompt, personalized acknowledgement<br />Confirmation tha...
What about a quick survey to your constituents?<br />How do you prefer to be contacted?<br /><ul><li>Phone (mobile?)
Mail
Email
Text
Facebook
Blackberry Messenger</li></ul>Thank you so much for your gift today John!<br />Glad to be a part of your mission!<br />
The Rules Still Apply<br />It’s all about relationships…not technology<br />How can technology help acquire new supporters...
A Quick Survey<br />What % of your names have email addresses<br />How many collect them on Web Site?  Where?<br />How oft...
Copyright 2002 - Gilbert Research<br />
Why Has Email Become So Important?<br />People are busy…they want to communicate/interact on their own time<br />Email is ...
Today’s Supporter<br />Reads email before snail mail<br />More comfortable online<br />Busy, satisfies on their schedule<b...
The Market is Noisy<br /><ul><li>You must be relevant!
You must be meaningful!
You must be personal!</li></li></ul><li>  Grow Your List Online<br />Direct staff and other close supporters (board, volun...
Ask for email addresses at every touch point<br />Include your website address on all printed materials<br />Offer an ince...
Now that I have permission…<br />Hook them early, and keep them engaged over time<br />Optimize the welcome message<br />S...
Designing for Mobile Devices    (50%+)<br />(html)<br />Mobile readers are more likely to scan your email rather than read...
Professional Email is Economical<br />5,000 emails		$99  	.02<br /> 	25,000 emails		$400       .016<br />	50,000 emails		$...
Teens and Young Adults are the early adopters of technology.<br />Interesting findings from <br />Pew Internet Research<br />
Small Changes to your Website can make a HUGE DifferenceBefore/After/After<br />http://www.cacesl.org/<br />
They’re at your website, now what do they do?<br />Can they engage?<br />Can they add content?<br />Is there a reason to r...
Make it easy for your supporters to donate online.<br />
The Results<br /><ul><li>Convenient for the donor
Gift is automatically deposited and put to use by the nonprofit
With integration, the gift is automatically recorded in yourdatabase
Donor is acknowledged and thanked immediately which makes the donor more likely to continue to give to your organization
Clean accurate data/results </li></li></ul><li>eCommerce page to collect Prayer Requests<br />
Do you have an Online/Social Media Strategy?<br />
Do you have an Online/Social Media Strategy?<br />Social Networks<br />E-mail Campaigns<br />Google Adwords<br />Media & P...
YouTube!<br /><ul><li>Provides a strong avenue for your organization to broadcast testimonials and describe how you are se...
Allows you to attract more traffic to your website
Videos can easily be posted on website or as a link within an eBlast or eNewsletter
FREE service to increase your visibility
Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents</li></li></ul><li>B...
Reach Out – “Call to Action”<br />Partner up – promote other organizations<br />Keep it Fresh – create series, people who ...
Real Life Example….<br />eNewsletter<br />Dec 11, 2008:<br />Subject line: <br />Urgent Appeal: Your gift to CRS is vitall...
Dec 29:<br />Subject line: <br />Only 48 hours left to make a tax-deductible gift!<br />Added “hotspot” text<br />Added vi...
Dec 31:<br />Subject line: <br />Final Deadline: Last chance to make a tax-deductible gift<br />New “hotspot” text<br />Ke...
The Results…<br />This was CRS’s most successful online fundraising campaign to date (non-emergency). <br /><ul><li>Three ...
Banner ads used on website
YouTube Video message from the president
Posts on social networking sites advertising campaign
Coordination with Google AdWords</li></ul>When the campaign was finished, it raised $594k online.  <br />Source: Laura Dur...
TWITTER—Stupid or Worth a Second Look?<br />What is Twitter?? <br />Twitter is a service for friends, family, and co–worke...
Celebrity Tweet Auction on TwitChange<br />Users bid to get three things: <br />Be followed by their favorite celebrity<br...
Charitywater.org<br /><ul><li>1,307,758 followers on Twitter
Use twitter to keep followers up to date and drive them to website
Photo of the day
Raised $250,000 in one day with a “Twitterfest”</li></li></ul><li>
Multiple options for people to give.<br />
Multiple options for people to give.<br />
Nuns Who Tweet<br />
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  • The job description might be a bit more in-detail, but the goal for a development director is clear – Constituent acquisition and cultivation
  • Cultivating existing donors as a main focus is similar to the old adage that says it’s cheaper to develop current employees than to hire new ones
  • CRM – Constituent Relationship ManagementA program developed to house and positively impact all of your fundraising effortsStrategize your fundraising initiative
  • During this 10 year span, 501c3’s have increased by 51%
  • So then why have nonprofits increased so dramatically?
  • Foundation Center statistics
  • Religious affiliations – 33% of total giving in 2009
  • Acknowledgements by mail are not necessarily as prompt as the mediums your constituents are now used to
  • Would it make sense to ask your constituents what they prefer? Many people I work with think they know what their donors want but have not asked – efficiency is the key here
  • This technological breakthrough in giving relationships does not take over for the face-to-face visit; it only enhances the relationship
  • Advanced email
  • Mobile messaging/reading is on the rise and mobile email users tend to be young and wealthyAccording to MarketingSherpa.com, &quot;64% of key decision makers are viewing your carefully crafted email on their Blackberrys and other mobile devices ... And, chances are, your email looks downright awful.“
  • This shows the cost per email – compare that to the national average of $1.50/paper mailing
  • Here is an interesting statement from Pew Internet ResearchPewInternet.org
  • I’m online right now!Does anyone have a friend or relative over 65 using the internet daily?
  • My fiancé and I have a 10 year old – we rarely call him – just text
  • Playstation 3, Wii, Xbox 360PSP
  • SNS – Social network service or Social Networking Sites
  • Slide shows how texting has increased while other channels remain stable or decline over timeText Messaging has increased significantly – although the increase is relative, the relative comparisons have been either steady or declining
  • Christian Activity Center – their website was recently re-designed since this presentation was created – please feel free to check it out
  • Did you notice the icon for donating within 2 seconds? RAI Ministries
  • If your website-goers find it interesting they can easily navigate to this form to make a one-time or recurring contribution
  • So far, what work has the development employee done? The goal of these processes working for the organization is to allow development staff to focus more time on personal relationship building
  • Example of a prayer request link and form from Benedictine Sisters of Perpetual Adoration in San Diego CountyWhere do you think the prayer participant’s information goes?
  • Should we take a quick survey here extended session?# of participants: Video blogging: Blogging: Podcasting: Social Networking: Message/Bulletin Boards: Wikis: Twitter:None:
  • This is a great example of a website which uses many forms of advertising for donations
  • And when we blow up the mediums, it becomes very clear that they are soliciting for giving
  • This list excludes adult sites, google, and ad networks
  • Catholic Relief Services planned a year-end appeal and started with a simple letter from the presidentThey raised $112k through the link “Please Donate Now”
  • Then they added a YouTube video with a message from the president – added a “hotspot” link, and a quoteRaised another $112k from the “Please Donate Now” link
  • Finally, a new quote and update “hotspot” textAnother $119k on that link
  • $594 is the $343k through the link from the appeal enewsletter and $251k from online donations solicited from other meansAdWords – a program through Google designed to help you apply keywords to your website which boost your results when people search for your business – your business shows up next to the search results
  • Does this make sense
  • Here’s an example of taking Twitter to the next level in philanthropy
  • Does anyone here have over 1M constituents?
  • You can donate money – make sure to put your employer in and the form will tell you the termsYou can sponsor your own well
  • Recurring giftsPurchase merch
  • Or simply send an e-card
  • Update - 1,531 Tweets 1,941 Following 1,790 Followers 165 Listed
  • Oh yeah, it’s FREE
  • Going back to the TrueCRM approach to cultivation and acquisition – what should this look like?
  • It will be important to key staff to have a database with a section where you can see everything about a person in one single snapshot
  • As we’ve discussed, nothing is more important than building relationships – please make sure your program allows you to track all of those powerful relationships
  • This is one example of how you can chronologically maintain all of the touches with constituents
  • Gift entry should be quick and adaptive to your type of fundraising
  • Reports need to be neat, useful, and customizable
  • It’s interesting that I can receive a Facebook message just as fast as a text on my phone
  • Cla latest tools in fundraising technology 03102011 extended

    1. 1. “The Latest Tools in fundraising and Donor Cultivation Technology”<br />Christian Leadership Alliance<br />Philadelphia, PA<br />March 10, 2011<br />Adam Johns<br />Account Executive<br />eTapestry Solution<br />Blackbaud, Inc.<br />Greenfield, IN<br />adam.johns@blackbaud.com<br />
    2. 2. The Social Media Revolution: <br />http://www.youtube.com/watch?v=lFZ0z5Fm-Ng<br /> <br />
    3. 3. In general, nonprofits have two cornerstone development strategies:<br /> Acquisition Cultivation<br />
    4. 4. Today’s environment is a little different: <br /> Acquisition Cultivation <br />
    5. 5. Acquisition <br />Cultivation <br />
    6. 6. Excel is not a CRM!<br />“Excel is a great tool to analyze quantitative information, but it did not enable me to manage relationships between the information I tracked – it is ‘FLAT’” – Tal Frankfurt Cloud for Good<br />Link to Article<br />
    7. 7. How many groups of nonprofits are there in the USA?<br />
    8. 8. A Quick Survey:<br />What is the first thing you checked at lunch?<br />Email on your phone<br />Twitter<br />Facebook Account<br />LinkedIn Account<br />http://www.givingusa.org/gusa/gusa_order.cfm<br />
    9. 9. A Quick Survey:<br />What % of your constituents use….?<br />Email on their phone<br />Twitter<br />Facebook Account<br />LinkedIn Account<br />http://www.givingusa.org/gusa/gusa_order.cfm<br />
    10. 10. <ul><li>Total estimated charitable giving dropped 3.6%
    11. 11. Individual giving fell.4%
    12. 12. Foundation grant making fell 8.9%
    13. 13. Corporate giving increased 5.5% (mainly due to in-kind gifts)</li></li></ul><li>
    14. 14. Who’s Behind the Money? <br />
    15. 15. Churches<br />People<br />
    16. 16. So, what do you need to do to keep your supporters loyal? <br />Prompt, personalized acknowledgement<br />Confirmation that gifts are being used as intended<br />Results on outcomes, prior to being asked again <br />
    17. 17. What about a quick survey to your constituents?<br />How do you prefer to be contacted?<br /><ul><li>Phone (mobile?)
    18. 18. Mail
    19. 19. Email
    20. 20. Text
    21. 21. Facebook
    22. 22. Blackberry Messenger</li></ul>Thank you so much for your gift today John!<br />Glad to be a part of your mission!<br />
    23. 23. The Rules Still Apply<br />It’s all about relationships…not technology<br />How can technology help acquire new supporters and build relationships?<br />
    24. 24. A Quick Survey<br />What % of your names have email addresses<br />How many collect them on Web Site? Where?<br />How often do you communicate via mass email?<br />Do you have a written email strategy?<br />
    25. 25. Copyright 2002 - Gilbert Research<br />
    26. 26. Why Has Email Become So Important?<br />People are busy…they want to communicate/interact on their own time<br />Email is inexpensive…or at least it seems that way<br />Email provides virtually instant access to friends and supporters<br />Email is a great equalizer<br />Email is measurable<br />
    27. 27. Today’s Supporter<br />Reads email before snail mail<br />More comfortable online<br />Busy, satisfies on their schedule<br />Expects information to be personalized<br />Expects immediate feedback<br />Demands information on progress<br />Wants a way to share with others<br />
    28. 28. The Market is Noisy<br /><ul><li>You must be relevant!
    29. 29. You must be meaningful!
    30. 30. You must be personal!</li></li></ul><li> Grow Your List Online<br />Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures<br />Use Search Engine Optimization/Marketing to increase traffic and subscriptions<br />Investigate alliances or partnerships with similar or complementary organizations to reach common supporters<br />
    31. 31. Ask for email addresses at every touch point<br />Include your website address on all printed materials<br />Offer an incentive to collect <br />Grow Your List Offline<br />
    32. 32. Now that I have permission…<br />Hook them early, and keep them engaged over time<br />Optimize the welcome message<br />Send personal follow up message<br /> within a week (or less)<br />After a few months of active email, survey lists to see if you are meeting expectations<br />
    33. 33. Designing for Mobile Devices (50%+)<br />(html)<br />Mobile readers are more likely to scan your email rather than reading<br />Include compelling call to action in the first 15-25 characters of your subject line<br />Avoid “top heavy” images in the design<br />Use “alt-tags” on images<br />In addition to testing email browsers, test messages in handheld devices<br />
    34. 34. Professional Email is Economical<br />5,000 emails $99 .02<br /> 25,000 emails $400 .016<br /> 50,000 emails $650 .013<br /> 100,000 emails $1000 .01<br /> 250,000 emails $2000 .008<br /> 500,000 emails $2500 .005<br />Plus 3 - 20 times the success in delivery! <br />
    35. 35. Teens and Young Adults are the early adopters of technology.<br />Interesting findings from <br />Pew Internet Research<br />
    36. 36.
    37. 37.
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43. Small Changes to your Website can make a HUGE DifferenceBefore/After/After<br />http://www.cacesl.org/<br />
    44. 44. They’re at your website, now what do they do?<br />Can they engage?<br />Can they add content?<br />Is there a reason to return?<br />Your goal – to get something from them!<br />
    45. 45. Make it easy for your supporters to donate online.<br />
    46. 46.
    47. 47. The Results<br /><ul><li>Convenient for the donor
    48. 48. Gift is automatically deposited and put to use by the nonprofit
    49. 49. With integration, the gift is automatically recorded in yourdatabase
    50. 50. Donor is acknowledged and thanked immediately which makes the donor more likely to continue to give to your organization
    51. 51. Clean accurate data/results </li></li></ul><li>eCommerce page to collect Prayer Requests<br />
    52. 52.
    53. 53. Do you have an Online/Social Media Strategy?<br />
    54. 54. Do you have an Online/Social Media Strategy?<br />Social Networks<br />E-mail Campaigns<br />Google Adwords<br />Media & PR<br />Banner Ads on Homepage, Blog and eNewsletter<br />Integration with Direct Mail<br />
    55. 55.
    56. 56.
    57. 57. YouTube!<br /><ul><li>Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
    58. 58. Allows you to attract more traffic to your website
    59. 59. Videos can easily be posted on website or as a link within an eBlast or eNewsletter
    60. 60. FREE service to increase your visibility
    61. 61. Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents</li></li></ul><li>Broadcast your Cause<br />
    62. 62. Reach Out – “Call to Action”<br />Partner up – promote other organizations<br />Keep it Fresh – create series, people who subscribe will be notified each time you post a new video<br />Spread Your Message – pass links, imbed your links on other social media sites<br />Be Genuine – your videos don’t have to be perfect<br />
    63. 63. Real Life Example….<br />eNewsletter<br />Dec 11, 2008:<br />Subject line: <br />Urgent Appeal: Your gift to CRS is vitally important!<br />Straight Appeal <br />Static donation form<br />Raised $112k<br />View the donation form<br />Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009 <br />
    64. 64. Dec 29:<br />Subject line: <br />Only 48 hours left to make a tax-deductible gift!<br />Added “hotspot” text<br />Added video message from our president (that plays right on the donation form)<br />Added a strong pull-quote<br />Raised $112k<br />Watch the video<br />Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009<br />
    65. 65. Dec 31:<br />Subject line: <br />Final Deadline: Last chance to make a tax-deductible gift<br />New “hotspot” text<br />Kept video message from our president<br />New pull quote<br />Raised $119k<br />Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009<br />
    66. 66. The Results…<br />This was CRS’s most successful online fundraising campaign to date (non-emergency). <br /><ul><li>Three e-mail messages in this campaign (based on a direct mail piece)
    67. 67. Banner ads used on website
    68. 68. YouTube Video message from the president
    69. 69. Posts on social networking sites advertising campaign
    70. 70. Coordination with Google AdWords</li></ul>When the campaign was finished, it raised $594k online. <br />Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009<br />
    71. 71. TWITTER—Stupid or Worth a Second Look?<br />What is Twitter?? <br />Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?<br />Often times referred to as a “micro-blog” (140 characters or less) where entries are “TWEETS”<br />A service that is QUICKLY gaining momentum!<br />But NTEN (the Nonprofit Technology Network) reminds us that Twitter isn’t the point. Relationships are the point. Relationships are always the point. The most basic of fundraising secrets is that people give to people. Twitter is simply one more tool to help people connect with each other. <br />**Can your nonprofit afford to not explore all the tools available?** <br />How easy is it to find a capable volunteer? Try Villanova University<br />
    72. 72. Celebrity Tweet Auction on TwitChange<br />Users bid to get three things: <br />Be followed by their favorite celebrity<br />Retweeted<br />Or mentioned by them in a special tweet<br />Total Raised $531,640.25<br />
    73. 73. Charitywater.org<br /><ul><li>1,307,758 followers on Twitter
    74. 74. Use twitter to keep followers up to date and drive them to website
    75. 75. Photo of the day
    76. 76. Raised $250,000 in one day with a “Twitterfest”</li></li></ul><li>
    77. 77. Multiple options for people to give.<br />
    78. 78. Multiple options for people to give.<br />
    79. 79.
    80. 80. Nuns Who Tweet<br />
    81. 81. Takeaways from Twitter…<br /><ul><li>Don’t get overwhelmed—there is a lot of information to sift through in the beginning as you learn how to use it effectively
    82. 82. Don’t be afraid to try it and start connecting with other like organizations—You’ll be surprised how fast your followers grow
    83. 83. “Tweet” regularly—assign someone this responsibility each week
    84. 84. Use Twitter to reach out to your constituents as a way to get information in front of people—whether that be about your organization as a whole or to inform them of the need for support, or to celebrate how well things are going </li></li></ul><li>“Peer-to-Peer”<br />“Friends Asking Friends”<br />“Viral” <br />Fundraising<br />
    85. 85. Personal Fundraising Pages <br />Main Page for Trip<br />This Main Page is a consolidation page for the entire event or fundraising activity that includes all Team and Individual Pages and includes a real time status thermometer<br />Register allows patrons to register for the event and build their own Team or Individual web page<br />Find a Team or Participant allows patrons to find a team or participant they can donate directly to<br />Make a Donation allows patrons to make a general donation to the entire event that does not have to be linked to a participant or team<br />
    86. 86. Email to Family & Friends<br />Link to Personal Page<br />
    87. 87. Individual’s Page<br />This is an Individual’s Page that can be linked to a team or the general event and shows Top and Recent donations and includes a real time status thermometer<br />Sponsor Me allows the patron to contribute towards this individual’s fundraising goal <br />
    88. 88. Email confirmation sent<br />
    89. 89.
    90. 90. Intern Support<br />Share to your Social Networking Sites!<br />
    91. 91. Quick to produce in times of emergency<br />
    92. 92.
    93. 93. Personal Fundraising results are typically pretty <br />impressive. Take a look…<br /><ul><li>Average volunteer sends over 30 emails
    94. 94. One in four emails sent by a volunteer results in a donation
    95. 95. Average online event gift is $59 which is a 50% increase over the average off-line gift
    96. 96. Many volunteers reach their stated FR Goal!</li></li></ul><li>Database<br />eCommerce<br />eNewsletter<br />Website<br />
    97. 97. Constituent Home Page with summary information about the person from their account.<br />
    98. 98. Relationships tab for connecting people to each other based on the types of relationship important for you to track.<br />
    99. 99. Journal tab for managing gifts & pledges, notes, contacts and calendar items.<br />Some databases have the capability to establish auto payments from CC or bank account to a person’s pledge or recurring gift schedule.<br />Missionaries, staff and leaders can enter notes and keep track of their contacts, email and phone conversations with their members.<br />
    100. 100. Gift entry: connect each transaction to fund, campaign and approach – letter to be sent - process cash, check, CC or EFT, in-kind gifts – track gifts given in memory or honor of people <br />
    101. 101. Reporting to Improve donor retention<br />
    102. 102.
    103. 103. What is next???<br />Facebook Messages<br />(Facebook has over 500 million subscribers)<br />Facebook messages would channel “all e-mails, text messages and chats through a single point, Facebook Messages will offer users what Mr. Zuckerberg called a “social in-box” that will prioritize messages from friends and close acquaintances, potentially saving time. And it will make it easy for people to retrieve all the communications they’ve had with a person through various channels.”<br />“Mr. Zuckerberg says 350 million Facebook users already use its messaging service, exchanging more than four billion messages each day.” <br />New York Times Business Day Technology <br />Miguel Helft<br />Published: November 15, 2010<br />
    104. 104. Resources…<br />1. eNewletters & Consulting:<br />http://www.forimpact.org/<br />http://www.theagitator.net/<br />http://www.raisersharpe.com/<br />http://breakthrufundraising.com/<br />2. Technology for Nonprofit Organizations<br />http://home.techsoup.org<br />http://www.beracha.org<br />3. Using Social Media<br />http://beth.typepad.com/<br />http://www.charitywater.org/<br />http://ahomeinhaiti.org/<br />4. Nonprofit Giving & Technology Research<br />http://www.blackbaud.com/company/resources/industryanalysis/analysis.aspx<br />http://www.givingusa.org/gusa/gusa_order.cfm<br />http://www.pewinternet.org/<br />

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