DC Fundraising Summit

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DC Fundraising Summit

  1. 1. Luminate Online Marketing: An Integrated & Multi-Channel Approach
  2. 2. Today’s Challenge & Why Multi-Channel approach is critical Our approach to this challenge How Blackbaud customers are achieving success Agenda
  3. 3. Your Challenge: Connect With Distracted People* *While lots of other organizations & companies compete for this same mind and wallet share
  4. 4. You. And your constituents.
  5. 5. Constituent Attention Is Increasingly Scarce & Distributed
  6. 6. 03/20/2014 6 Today’s Imperative: Set Yourself Apart
  7. 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. 8. What is Luminate Online Marketing?* *And how will it help me?
  9. 9. Luminate: Digital Engagement Platform
  10. 10. Blackbaud Confidential 10 These are your constituents
  11. 11. Blackbaud Confidential 11 Luminate: Pollinate & Cultivate Across Channels
  12. 12. 03/20/2014 12 The bounty: Greater lifetime value of engaged, multi-channel relationships
  13. 13. ActDonate VolunteerShare Engagement Comes In Many Forms
  14. 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. 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. 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. 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. 18. Driving Engagement Start the Relationship Right: Welcome Series Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways, Analytics & Optimization
  19. 19. Timely, relevant engagement 1 2 3
  20. 20. Blackbaud Confidential 20 Non-Monetary Support Opportunities Action Alerts drive engagement
  21. 21. Accessible wherever they go…
  22. 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. 23. Blackbaud Confidential 23 Participation = Affinity
  24. 24. Blackbaud Confidential 24 Define Your Support: DIY Fundraisers
  25. 25. It’s a long-term partnership: Sustainers
  26. 26. Behind the Scenes* *This is how the magic happens Blackbaud Confidential 26
  27. 27. Blackbaud Confidential 27 Personalization Conditionalize based on queries Dynamic Ask from giving history Split A/B Testing
  28. 28. Actionable campaign analysis Targeted, Multi- part email campaigns Automation = set it & forget it
  29. 29. Collect constituent info throughout interactions Use data to segment, target & personalize (with automation!)
  30. 30. Show me the Money* *And emails, advocacy actions, etc… Blackbaud Confidential 30
  31. 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. 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. 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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