The Internet Unveiled 7.17.09
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The Internet Unveiled 7.17.09 The Internet Unveiled 7.17.09 Presentation Transcript

  • The Internet Unveiled: Newest Tools and Website Trends for Relationship Building! Adam Johns Account Executive eTapestry adam.johns@etapestry.com
  • E-Philanthropy: Building Your Online Community Agenda 2. WHY?- The case for building or improving your online presence 3. WHY NOT? - The missing piece of the plan 4. HOW? - Keeping it Simple 5. EMAIL,EMAIL,EMAIL 6. WHAT’S NEXT? – Self Service 7. Is it Working?
  • Quick Survey Do you have a Web Site? Do you accept online gifts? Do you send email to donors?
  • On-Line Relationship Building WHY? • It works! • It’s an expansion of your current efforts • It’s inevitable • It doesn’t have to be hard • You can do it!
  • What is On-Line Relationship Building? Email Online Giving/Registration Website Development Online Volunteer Management Online Grant Seeking Online Planned Giving Database Management Online Prospect Research Web Conferencing Online Learning Etc.
  • The Speed of the Internet No other twentieth century technology, not even the telephone, has enjoyed such rapid growth, not even the computer itself. To reach 50 million users?  Radio ……………………… 38 years  Television ………………… 13 years  Internet …………………..... 4 years -According to WLP
  • Building Your Online Community Quiz Time!
  • Q1 – What % of American adults log onto the Internet every day?
  • Q1 – What % of American adults log onto the Internet every day? A1 – 55% (83% increase since 2000 – 30%) Source: Pew Internet Research
  • Q2 - What % of Internet users have high speed (broadband) access at home?
  • Q2 - What % of Internet users have high speed (broadband) access at home? A2 – 78% (up 72% since 2000) Source: Pew Internet Research
  • Q3 – What are the top 3 uses of the Internet?
  • Q3 – What are the top 3 uses of the Internet? A3 – 1. Email 2. Search engine use 3. Product or service research (4. maps & 5. weather)
  • How people use the Internet Send email 91% Use online search engine 89% Search for a map or driving directions 86% Research a product or service 81% Check the weather 80% Buy a product 71% Bank online 55% Watch a YouTube video 52% Look for religious/spiritual info 35% Make a donation to charity 20% Use an online dating website 5% Source: Pew Internet Research
  • Q4 – Online e-commerce accounted for how many $’s worth of activity in 2004?
  • Q4 – Online e-commerce accounted for how many $’s worth of activity in 2008? A4 – estimated to be almost $204 Billion
  • Q5 – What age group best matches your average supporter and what % of them access the Internet? A5 Ages: 18-29 30-49 50-64 65+
  • Q5 – What age group best matches your average supporter and what % of them access the Internet? A5 Ages: 18-29 78% 30-49 74% 50-64 60% 65+ 25%
  • Americans Over 50 • The fastest growing online segment • They make up 29% of adults online (48M) & 29% of all e-commerce transactions1 • 69% of online seniors make purchases online2 • Baby Boomers will inherit $40-$100 trillion in the next decades3 • 13 Million adults over 65 used the internet in 20071 1 About: Senior Living - 2007 2“ The Golden Age of the Web”, www.emarketer.com 3 “DotCom Donors & Babyboomers", by Helen A. Colson (Independent School Magazine)
  • Bilingual Importance • 21.3 million Hispanics used the internet in 2008 and project to 30 million in 2013 • This equals just over 50% of the US Hispanic population • Is your donation page bilingual? Source: emarketer.com
  • Q6 – What % of your communication is now done via email? A6 0-25% 25-50% 50-75% >75%
  • Q6 – What % of your communication is now done via email? A6 0-25% 21% 25-50% 28% 50-75% 33% >75% 18%
  • Q7 – How important is your website to your fundraising process? A7 Very Somewhat Not important Not sure No website
  • Q7 – How important is your website to your fundraising process? A7 Very 25% Somewhat 41% Not important 13% Not sure 18% No website 3%
  • Q8 – Do you plan to redesign your website within the next year? A8 Yes No
  • Q8 – Do you plan to redesign your website within the next year? A8 Yes 60% No 40%
  • Q9 – Have you ever made an online purchase? A9 Yes No
  • Q9 – Have you ever made an online purchase? A9 Yes 95% No 5%
  • Q10 – Do you offer online giving from your current website? A10 Yes No
  • Q10 – Do you offer online giving from your current NP website? A10 Yes 39% No 61%
  • So what does all this mean?... New Breed of Prospect/Donor/Vounteer
  • Changing Demographic: New Breed of Prospect/Donor/Volunteer  Reads email before snail mail  Busy, satisfy interests on their schedule  Expect to find information online  Expects information to be personalized  Expects immediate feedback  Demands information/stewardship
  • So…? …why hasn’t Internet results for development offices lived up to the hype? …why don’t more nonprofits have a successful online community?
  • Building Your Online Community  Fundraising is still based upon Relationships  The Internet expands our opportunity for Communications  Communications build strong Relationships  We can use the Internet to expand our fundraising by building stronger relationships
  • Donor/Volunteer Relationship Building + Internet Presence = Successful Online Community
  • Keeping it simple Volunteer/Prospect/ Donor/Constituent
  • Keeping it simple Volunteer/Prospect/ Donor/Constituent Website
  • Keeping it simple Volunteer/Prospect/ Donor/Constituent Website Gather Information / Online Activities
  • Keeping it simple Volunteer/Prospect/ Donor/Constituent Website Gather Information / Database Online Activities
  • Keeping it simple Volunteer/Prospect/ Donor/Constituent Website Use Email Gather Information / Database Online Activities
  • Keeping it simple -Website -Online “activities” -Managing your data -Email communication
  • Before…
  • After
  • Before and after.
  • Before…
  • After
  • Before and after.
  • Before…
  • After
  • Before and after.
  • You’ve built a website… …will they come?
  • You’ve built a website… …how will they find you? Search engines (85% use them) Tell them! •Letterhead •Pledge cards •Newsletters •Business cards •Materials •Email signatures
  • They’re at your website, now what do they do? 1. Can they get something? 2. Can they do something? 3. Can they give something? Your goal – to get something from them.
  • Can they get something? 83% of Internet users expect to find product information on the Internet – Pew Internet Project Information Documents Devotionals Calendars Sports Schedules Newsletters Help
  • Camp westminster Can they…get something?
  • Camp westminster Can they…get something?
  • Can they…get something?
  • Mission impact Can they…get something?
  • Can they do something? Participate in an event Golf tournaments Walk-a-thons Dinners Join – Become a member Purchase products or services
  • Can they…do something?
  • Donate page
  • Registration page
  • Donate/newsletter
  • Can they give something? Time Goods (in kind gifts) Money
  • Hope Gospel mission Can they…give something?
  • Hope Gospel mission Can they…give something?
  • Can they…give something?
  • Now that you’ve collected the data – what do you do with it? Put it in a database! •Record donor/alumni details •Record donor/alumni preferences •Segmentation capabilities •Individual email •Mass email •Snail mail
  • Email Management
  • Why is email effective?
  • Why is email effective? 1) It’s the preferred method of communication for busy people. •Number 1 use of the Internet •Over 91% of Internet users under 65 use email •Over 50% of users say over half their business communication is done via email
  • Why is email effective? 2) It’s more cost effective than traditional mail communications. “Email marketing cost is ten percent of traditional direct mail campaigns. Email campaigns cost an average of $5-$7 per thousand records compared to $500-$700 to reach the same number of people thru traditional mail” Source: Gartner Group
  • Why is email effective? 2) It’s more cost effective than traditional mail communications. “Targeted, permission based email marketing campaigns can garner seven to twelve times the response rate of comparable direct mail efforts.” Source: AMR Research
  • Why is email effective? 3) It quickly facilitates new avenues of giving. Especially important when outside events impact your fundraising strategy (ie. Hurricane, tsunami, etc.). The time for a direct mail campaign can be prohibitive.
  • Why is email effective? 4) “Do it yourself” tools provide flexibility.
  • Why is email effective? 5) Quickly analyze results.
  • Why is email effective? 5) Quickly analyze results.
  • Why is email effective? 6) Connects people to your online presence. •Website •Event registration •Online giving
  • Why is email effective? 6) Connects people to your online presence. •Website •Event registration •Online giving “More than one in three donors to an online fundraising website say they would not have given at all without an online option.” Source: Justgiving, 2005
  • Email challenges 1) Not everyone uses email.
  • Email challenges 1) Not everyone uses email. 2) Some people still prefer a “hard copy”.
  • Email challenges 1) Not everyone uses email. 2) Some people still prefer a “hard copy”. 3) 30% of email addresses change each year
  • Email challenges 1) Not everyone uses email. 2) Some people still prefer a “hard copy”. 3) 30% of email addresses change each year 4) SPAM (According to the DMA, 53% of consumer email is SPAM)
  • How do we get started…? Options range from the simple to complex. Take a step by step approach. It’s good for you and your donors!
  • Survey your prospects and donors – and get their emails! (44% of nonprofits have email addresses for less than 20% of their supporters/members – source Gilbert Group Ask if they have a preference – printed or electronic Make your case for money savings Allows you to gain “opt-in” permission Invite them to try it with an e-newsletter
  • Build an “E-Newsletter”
  • Build an “E-Newsletter”
  • Use email “Thank you letters”
  • Use for Special Event Invitations 1. Email Invitation with links to more information on your website 2. Provide event details on website with a link to register 3. Collect registration information, including payments online 4. Capture data in your database for easy event management
  • Use for Special Event Invitations
  • Use for Special Event Invitations
  • Use for Special Event Invitations
  • Use for Special Event Invitations
  • Use for Relationship Building
  • Use for Relationship Building
  • Use for Relationship Building
  • Use for Relationship Building
  • Use for informing of immediate needs
  • Use for informing of immediate needs
  • Turning your donors into fundraisers (forward to a friend) Your email
  • Turning your donors into fundraisers (forward to a friend) Your Donors Your email
  • Turning your donors into fundraisers (forward to a friend) Your Donor’s Friends Your Donors Your email
  • Turning your donors into fundraisers personal websites
  • Turning your donors into fundraisers personal websites
  • Is it working?
  • Is it working? “Email marketing brings in $15.50 per dollar spent – 17% more than direct mail campaigns and 73% more than telemarketing campaigns.” Source: Winterberry Group
  • Is it working? “Online donations average $124 versus an average offline donation of $92.” Source: IATS 2005
  • Is it working? Baptist Children’s Home saved over $10,000 in postage and materials in one year by switching from printed “thank you letters” to email thank you letters.
  • Is it working? Americans have given more than $1.2-billion to help the victims of Hurricane Katrina. Source: Chronicle of Philanthropy, Sept 2005
  • The Next Step – Donor Self Service Gas Stations Banks Your Website?
  • On-Line Relationships – Does it work? 396 online transactions in Oct/Nov
  • Changing Demographic: Are Donors Giving On line? eTapestry customers for 2008: Total transactions: 288,946 Total Giving: $54,032,961 Average Gift: $187 Information provided by
  • E-Philanthropy – Is it working? International Crisis Group - over 16,000 emails and reports sent in Jan Baptist Childrens Home - over $10,000 in savings by using email Thank You Letters Online giving stats - eTapestry - 2003, over 12,000 transactions, over $1.5 million, average gift size of $123.55
  • My Suggestions Don’t Wait Don’t Stop Stay Dynamic…and Adjust
  • Thanks! Adam Johns Account Executive eTapestry www.etapestry.com adam.johns@etapestry.com 888-739-3827 x 7376