Build an online strategy for your medical research organization


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  • TITLE SLIDE. How Blackbaud is helping medical research orgs achieve their common goals of:Acquiring New Donors IncreasingBrand Awareness Engaging Your Community
  • Healthcare & Med research organizations continue to have the largest percentage of total fundraising coming from online giving. This is mainly driven by their large peer-to-peer event fundraising programs Lots of potential with online channels – 14.2% of all giving came through online, compared to 7% across the industry.Medical Research Orgs are already seeing great success in the online space!Blackbaud 2012 Charitable Giving Report
  • So let’s talk a bit about the digital challenge that medical research organizations and nonprofits face today
  • Constituents needs/expectations have changed…Engaging across more channels today than ever beforeUltimately, Constituents are more empowered and have increased expectations. The key to meeting those expectations is a strong Multi-Channel strategy.All generations, all channels Our Next Generation of American Giving research showed that younger generations are as likely to respond to a direct mail piece by giving online as by writing a check. Mobile is rising. And ultimately all of this is making it more difficult to track how constituents respond accurately. It’s a new paradigm.From prospects through wired wealthyIt’s not just across generations either. Our Wired Wealthy study proved it’s also across bands of giving potential. More than 65% of wealthy prospects are looking at your website before they make a first gift – what messages are they getting through different channels?Expect increased control of the channels We saw in our Next Generation study that there is significant variance between generations (but also within them) as to what kind of communications are appropriate from the nonprofits they support. And think about corporate examples like Netflix – you can get DVD’s in the mail, on a tablet device, or on your computer (even on your game console). People expect to get information where they want to get it.Online is the fastest growing segment - It’s been proven time and time again that multi channel integration has a significant impact on both acquisition costs and lifetime value. Our own research has shown that just using communication in multiple channels can increase Lifetime Value by 121% and increase first time donor renewal rates by almost 50%.Increase in constituent-driven fundraising Walk and run events have been around for a long time, but they have really taken off in the last 10-15 years. Not only that but individuals are finding more and more effective ways to fundraise directly on behalf of organizations on their own. Look at an organization like the Michael J. Fox Foundation that raises over 5 million annually just from individuals fundraising. And a lot of the growth is because of the ease of asking online – setting up a page, collecting gifts, telling friends on facebook.Ultimately, Constituents are more empowered and have increased expectations. The key to meeting those expectations is a strong Multi-Channel strategy.
  • In addition to the previous challenges that nonprofits share, Medical Research Orgs also face challenges with:Poor year-over-year supporter retention creating need to constantly acquire new supporters - common with P2P event focused orgsNeed to maintain influence & seize opportunities - Grant funding is becoming more scarce – so it’s harder and more critical than ever to lobby for research dollarsTough to differentiate yourselves from your peers in a saturated market – this makes brand consistency and awareness critical
  • So how do medical research organizations respond to the challenge?
  • Effectively engaging with constituents and supporters means the message must be relevant and easily shared and the experience must be visually appealing and tailored to the right medium. Relevant – Deliver the Right Message to Right Audience so they feel a personalized connection to your organization. It’s about creating messages that speak to the individual and not the masses…Visual –Online experiences need to be rich, visual, and enticing - using creative design, digital media including photography and videos.Social – Get People Talking About It, Sharing with Friends and Family, and Spreading Your Message Through Word of Mouth.Mobile – Whether it’s smartphone or a tablet, the experience needs to be tailored to the right medium. Anytime, Anywhere and not limited and tailored to fit multiple devices…
  • We use that relevance, impact and channel integration to drive more engagement. Engagement comes in many forms. When we consider the scope of med research orgs’, engagement for supporters may be throughEmail MarketingSocial Media sharing & networking Peer-Driven Campaigns & Events particpation action and Advocacy - polls, petitions, action alertswhatever the response may be that you seek.
  • The reason Luminate clients are so successful comes down to the integrated but open platform and the practice of an effective constituent engagement strategy.
  • What is constituent engagement? It’s the practice of (column A) which allows you to achieve (column B). Do this all while maintaining your brand integrity
  • In practice, it’s about engaging more deeply with each successive interaction with a constituent in a continuous, never-ending cycle. This starts with getting their attention – getting the right message in front of the right person in the right moment. Once you have that attention you want to drive them to engage. Luminate allows you to present more relevant offers to constituents by making those offers convenient (e.g. in the right channel, optimized for completion), timely, and personal.But what makes Luminate particularly powerful is the integrated platform that then allows you to take that engagement deeper by expanding in the next step. It’s not enough to get attention and drive action, that is just beginning. Building real engagement means striking while the iron is hot and immediately offering more ways to engage to deepen the relationship.Once you have completed the cycle (and maximized a single engagement) it has to repeat. Because you’ve engaged more deeply you’ll see better engagement again next time you seek this constituent’s attention – be it through email, social media, or offline. And because all of the engagement data lives in a single integrated system you can optimize for each step of the way – using data driven strategies not possible without this integration.
  • So let’s go through that constituent engagement cycle in some visual examples…Here, let’s look at clients who are effectively getting attention in a multi-channel world: it’s about having great content in the right channels and with all the hooks to get it disseminated broadly, and get people to linger longer or take that extra step.Pancreatic Cancer Canada does a great job using Luminate. They redesigned their site to offer new interactive functionality- they were able to promote their organization in a way that was visually appealing and aligned with their brand, which included improved communication with email and social media to empower supporters to engage and share. Their efforts were rewarded with their housefile growing by66% and fundraising revenue by 229% in the first year alone. UNICEF USA – UNICEF worked with our User Experience team on a number of projects including a virtual gift store and their mobile site. Their mobile optimized site won “best in class” from the Interactive Media Awards. Speaking of right message to right person a the right moment – UNICEF uses online channels as their key to disaster response fundraising with a great “emergency” version of their site that they can literally launch in minutes for any disaster. It points to donation forms that are preconfigured to accept funds for those emergencies. As a medical research organization, you are not in the disaster relief business, but having the ability to mobilize your audience and make changes on the fly is important for organizations like yours because your research and cause could become headline news tomorrow – you need to be ready to seize the moment!
  • Which brings us to driving engagement. Luminate gives you the ability to create multi-channel digital campaigns, to automate communications based on interactions, and to optimize your communication pathways to drive the best response. Multi-Channel engagement means using Multiple Touch Points:Here’s an example from the Scleraderma Foundation They are allowing people to easily share their stories, donate and shop their estore, and easily sign up to learn more. In fact by being able to track constituent activity and then use that to create multiple and relevant touch points to engage & cultivate constituents, they saw an immediate return on investment with their yearend online fundraising campaign. DOUBLED THEIR DONATIONS to bring in almost $100,000 with 30% being driven by new donors. When we say convenience – more and more that means Mobile!- Continuing the Unicef example and another from CARE – - these mobile sites are all about engagement, for example this volunteer sign up, action alerts, or donation forms that are mobile friendly.The other aspect that cannot be overstated is Social: - Let’s make it super convenient for people to get involved and share on their social networksfor example here’s an action alert and an event sign-up page from American Diabetes Association which supporters can complete without ever leaving facebook.
  • The final step in our cycle is Expansion – it’s about next steps, cross marketing and social sharing that you drive immediately following an engagement to spawn the next engagementCARE: driving advocates to then become social followers and donors.Vitamin Angels: shows once someone opts to sign up how easy it is for them to share your message with others. You could even customize it by the user to drive a more targeted next action.And then…the cycle starts over again!
  • Hopefully these examples are getting you thinking about how this could apply to your organizations. Let’s look at the results of effective constituent engagement.
  • The power of the platform is evident in the results. Luminate is the unchallenged leader in digital communications and fundraising for nonprofits. In 2011 Luminate clients used Luminate software and services to raise more than $1.35 billion online, send more than 4 billion email communications, power more than 32 million advocacy actions and manage relationships with more than 248 million constituents.In fact, Luminate’s online fundraising tools raised 3x what any other single tool or company raised in 2011.
  • Build an online strategy for your medical research organization

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    2. 2. 2MEDICAL RESEARCHHow Medical Research organizations areusing Blackbaud online solutions toengage supporters, raise funds and delivereffective programs.
    3. 3. 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.
    6. 6. 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
    8. 8. 8MobileVisualwww.nature.orgSocialRelevantENGAGING TODAY’S CONSTITUENT ONLINE MEANSBEING…
    9. 9. 9ActDonate CommitShareENGAGEMENT COMES IN MANY FORMS
    11. 11. 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
    12. 12. 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. 13. 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. 14. 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. 15. 15• Strike while the iron is hot by promoting sharing and channelconversion.EXPANDING THE RELATIONSHIPKey Strategies: Next Steps, Cross Marketing, Social Sharing
    18. 18. 18• Visit our website• Check out GUIDE Creative & our Design Portfolio• Subscribe to npEngage• Connect with usWANT TO LEARN MORE?