Build an online strategy for your medical research organizationPresentation Transcript
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2MEDICAL RESEARCHHow Medical Research organizations areusing Blackbaud online solutions toengage supporters, raise funds and delivereffective programs.
3A LOOK AT WHAT’S TRENDING IN ONLINE GIVING… 2012 Healthcare organizations experienced a6.6% increase in online giving in 2012. Healthcare organizations had close to 46% ofall their online fundraising occur duringOctober, November, and December 2012 In 2012, online giving with healthcareorganizations accounted for 14.2% of allcharitable giving, compared to industry averageof 7% Healthcare organizations that relied on multipleactivities and engagement such as events andannual campaigns, performed much better intheir fundraising than organizations that hadfewer activities.
4THE DIGITAL CHALLENGE TODAY
5CONSTITUENT ATTENTION IS INCREASINGLY SCARCE& DISTRIBUTED
6• Poor retention• Expensive & difficult toachieve revenue goals• Engage the community innew & effective ways• Need to maintain influence &seize opportunities• Brand consistency andrecognition• Inability to measureeffectiveness• Managing constituentexpectationsMEDICAL RESEARCH ORGANIZATIONS ARE ALSOCHALLENGED WITH
9ActDonate CommitShareENGAGEMENT COMES IN MANY FORMS
10EFFECTIVE CONSTITUENT ENGAGEMENT
11If You Could…CONSTITUENT ENGAGEMENT MEANS• Anticipate your constituents’needs• Know their interests, passions& preferences• Offer more relevantinteractions & opportunitiesto engageYou Would… Improve acquisition& referrals Engage with constituents &the community Establish lifetime relationships Grow support & fundraising
12APPROACH TO CONSTITUENT ENGAGEMENTKeys to Effective Execution:1. Build on every conversation2. Create a fully integratedconstituent experience3. Get the most from eachchannel4. Data-driven strategies fortreatment based on theaudience
13• Get the right message in front of the right person at the right moment.GETTING ATTENTIONKey Strategies: Web Content, Mobile Content, Social Hooks, SEO, Design
14• Present an offer or promote a benefit that is convenient, timely andpersonal.DRIVING ENGAGEMENTKey Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways,Analytics & Optimization
15• Strike while the iron is hot by promoting sharing and channelconversion.EXPANDING THE RELATIONSHIPKey Strategies: Next Steps, Cross Marketing, Social Sharing
16RESULTS OF EFFECTIVE CONSTITUENTENGAGEMENT
17BLACKBAUD CLIENTS LEAD THE MARKET
18• Visit our websitehttps://www.blackbaud.com/online-marketing/luminate-online• Check out GUIDE Creative & our Design Portfoliohttp://www.guidecreative.com/work/• Subscribe to npEngagehttp://www.npengage.com/• Connect with usWANT TO LEARN MORE?