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DC Fundraising Summit
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DC Fundraising Summit

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Transcript

  • 1. Luminate Online Marketing: An Integrated & Multi-Channel Approach
  • 2. Today’s Challenge & Why Multi-Channel approach is critical Our approach to this challenge How Blackbaud customers are achieving success Agenda
  • 3. Your Challenge: Connect With Distracted People* *While lots of other organizations & companies compete for this same mind and wallet share
  • 4. You. And your constituents.
  • 5. Constituent Attention Is Increasingly Scarce & Distributed
  • 6. 03/20/2014 6 Today’s Imperative: Set Yourself Apart
  • 7. • Multi-Channel: online generates pipeline & engagement • Focus on Relationships: Treat supporters as partners • Technology empowers: integration & automation How do I cut through the noise?
  • 8. What is Luminate Online Marketing?* *And how will it help me?
  • 9. Luminate: Digital Engagement Platform
  • 10. Blackbaud Confidential 10 These are your constituents
  • 11. Blackbaud Confidential 11 Luminate: Pollinate & Cultivate Across Channels
  • 12. 03/20/2014 12 The bounty: Greater lifetime value of engaged, multi-channel relationships
  • 13. ActDonate VolunteerShare Engagement Comes In Many Forms
  • 14. Integrate the Engagement Ladder •Visit website •Sign a petition •Subscribe to eNewsletter/alerts •Share on Facebook/email •Send an eCard •Make single donation •Make a phone call •Attend a "real world" event •Write a letter to the editor •Personalize an action alert •Peer-to-peer fundraising •Host a meet-up event •Renew single donation •Sign up for monthly giving •Upgrade monthly donation •Attend a “lobby day” •Make a major gift •Make a bequest •Leverage a personal connection with an elected official
  • 15. Approach to Constituent Engagement online Keys to Effective Execution: 1. Build on every conversation 2. Create a fully integrated constituent experience 3. Get the most from each channel 4. Data-driven strategies for treatment based on the audience
  • 16. Getting Attention Get the right message in front of the right person at the right moment Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways, Analytics & Optimization
  • 17. Getting Attention: Hook ‘Em Get the right message in front of the right person at the right moment. Key Strategies: Web Content, Mobile Content, Social Hooks, SEO, Design
  • 18. Driving Engagement Start the Relationship Right: Welcome Series Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways, Analytics & Optimization
  • 19. Timely, relevant engagement 1 2 3
  • 20. Blackbaud Confidential 20 Non-Monetary Support Opportunities Action Alerts drive engagement
  • 21. Accessible wherever they go…
  • 22. Expanding the Relationship Strike while the iron is hot by promoting sharing and channel conversion Key Strategies: Next Steps, Cross Marketing, Social Sharing
  • 23. Blackbaud Confidential 23 Participation = Affinity
  • 24. Blackbaud Confidential 24 Define Your Support: DIY Fundraisers
  • 25. It’s a long-term partnership: Sustainers
  • 26. Behind the Scenes* *This is how the magic happens Blackbaud Confidential 26
  • 27. Blackbaud Confidential 27 Personalization Conditionalize based on queries Dynamic Ask from giving history Split A/B Testing
  • 28. Actionable campaign analysis Targeted, Multi- part email campaigns Automation = set it & forget it
  • 29. Collect constituent info throughout interactions Use data to segment, target & personalize (with automation!)
  • 30. Show me the Money* *And emails, advocacy actions, etc… Blackbaud Confidential 30
  • 31. Luminate Clients Lead the Market More Fun Facts: TeamRaiser represents over half of the top 30 largest Run Walk Ride Events in the US
  • 32. 2013 Luminate Online Benchmark Report: Email files grew 12.45%. All verticals saw growth. Fundraising continued double digit growth as sustainers and repeat donors grew 27% and 20%, respectively. First time gifts grew 3%. 20% 27% 11.6% Repeat Donors Sustainers Total Fundraising Luminate Delivers Growth Where it Counts
  • 33. Visit our website https://www.blackbaud.com/online-marketing/luminate-online Check out our Interactive Design Portfolio https://www.blackbaud.com/online-marketing/web-design Subscribe to npEngage, our AWESOME blog http://www.npengage.com/ Get Social: @Blackbaud @BBInteractive Or reach out directly – we’d love to have a more personalized discussion! Want to learn more?

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