9/28/2013 #bbcon 1
eTapestry and Friends Asking Friends
Tuning Into the Right Channel
PRESENTED BY: ANGIE VOGT
9/28/2013 #bbcon 2
INTRODUCTIONS
Hi!
I’m Angie
9/28/2013 #bbcon 3
TWEET ABOUT OUR SESSION
TWEETING OR FOLLOWING TWEETS
ABOUT THE CONFERENCE? #BBCON
TWEETING OR FOLLOWING...
9/28/2013 #bbcon 4
By the time we finish today we will have learned
 What forms of Multi-channel Marketing are
reaching w...
9/28/2013 #bbcon 5
Definitions from the For-Profit Arena
To better understand why and how for-profits engage
in integrated...
9/28/2013 #bbcon 6
What Channel
do your event
participants
and donors
tune into?
MULTI-CHANNEL MARKETING
9/28/2013 #bbcon 7
EMAIL?
9/28/2013 #bbcon 8
FACEBOOK?
9/28/2013 #bbcon 9
TWITTER?
9/28/2013 #bbcon 10
LINKED IN?
9/28/2013 #bbcon 11
DIRECT MAIL?
9/28/2013 #bbcon 12
PEER TO PEER FUNDRAISING?
9/28/2013 #bbcon 13
THIS WEEK’S
SCHEDULE
SUN MON TUES WED THUR FRI SAT
Send
Email
Forward
Email
New
Post
Comment
Rec’d on
...
9/28/2013 #bbcon 14
• The fastest growing demographic on Twitter is the 55 to 64 age
bracket.
• 189 million of Facebook's ...
9/28/2013 #bbcon 15
SOCIAL LOGIN PREFERENCES – IN GENERAL
Source: Gigya
9/28/2013 #bbcon 16
SOCIAL LOGIN PREFERENCES – EDUCATION/
NON-PROFIT
Source: Gigya
9/28/2013 #bbcon 17
SOCIAL SHARE PREFERENCES – IN GENERAL
Source: Gigya
9/28/2013 #bbcon 18
SOCIAL SHARE PREFERENCES – EDUCATION/
NON-PROFIT
Source: Gigya
9/28/2013 #bbcon 19
GENERATIONAL GIVING
Source: Blackbaud
9/28/2013 #bbcon 20
WHAT IS PEER TO PEER (P2P)?
9/28/2013 #bbcon 21
• A style of fundraising where an organization recruits individual supporters
to ask their friends and...
9/28/2013 #bbcon 22
It is more about their NETWORK,
than their NETWORTH!
WHAT’S DIFFERENT ABOUT PEER 2 PEER?
9/28/2013 #bbcon 23
YOUR STORY
THEIR STORIES
TELL STORIES FOR DEEPER IMPACT
9/28/2013 #bbcon 24
Technology enhances current activities
Expand your reach and broadcast your message
Decrease cost of s...
9/28/2013 #bbcon 25
9/28/2013 #bbcon 26
PEER TO PEER = PREFERRED ACROSS
DEMOGRAPHICS
Sources: Convio Next Generation of Giving Report;
% of do...
9/28/2013 #bbcon 27
EVOLUTION OF PEER TO PEER
9/28/2013 #bbcon 28
Run Walk
Ride (RWR)
• A-thon Events
• 5k, Walk,
Danceathon
• Run by the org,
branding is key
• Team
St...
9/28/2013 #bbcon 29
HOW DO YOU MOVE FROM THE
“COMMERCIALS” TO THE “REGULARLY
SCHEDULED PROGRAM”?
9/28/2013 #bbcon 30
WITH…
THE CONNECTION BETWEEN FRIENDS
ASKING FRIENDS AND ETAPESTRY!
eTapestry’s
DIY Forms
eTapestry’s
Advanced
Email
eTapestry’s
...
INVITE YOUR CONSTITUENTS TO
PARTICIPATE IN YOUR EVENT
eTapestry’s
DIY Forms
eTapestry’s
Advanced
Email
eTapestry’s
FAF
Con...
9/28/2013 #bbcon 33
YOUR FRIENDS ASKING FRIENDS EVENT
9/28/2013 #bbcon 34
YOUR PARTICIPANTS WILL TELL THEIR STORY
9/28/2013 #bbcon 35
PARTICIPANTS SPREADING THE WORD!
9/28/2013 #bbcon 36
FRIENDS MAKE DONATIONS
THE ENTRIES ARE RECORDED IN
ETAPESTRY
eTapestry’s
DIY Forms
eTapestry’s
Advanced
Email
eTapestry’s
FAF
Connector
9/28/2013 #bbcon 38
DONATION IMPORTED FROM
FRIENDS ASKING FRIENDS
9/28/2013 #bbcon 39
SOFT CREDITS ARE CREATED
9/28/2013 #bbcon 40
PARTICIPATION ENTRY
9/28/2013 #bbcon 41
PARTICIPANT TRANSACTION DETAIL
9/28/2013 #bbcon 42
GET TO KNOW YOUR NEW DONORS
• Thank them!
• Follow up with your new donors via your
prescribed impleme...
READY FOR YOUR NEXT EVENT?
INVITE YOUR CONSTITUENTS (OLD AND NEW)
TO PARTICIPATE IN YOUR EVENT
eTapestry’s
DIY Forms
eTape...
9/28/2013 #bbcon 44
We’ve covered a lot of ground today
 What forms of Multi-channel Marketing are
reaching which groups ...
9/28/2013 #bbcon 45
QUESTIONS?
9/28/2013 #bbcon 46
THANKS FOR COMING!
If you have additional questions—
Stop by our booth to visit
Email me at
angie.vogt...
Upcoming SlideShare
Loading in …5
×

Friends Asking Friends and eTapestry

550 views
447 views

Published on

bbcon 2013

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
550
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Friends Asking Friends and eTapestry

  1. 1. 9/28/2013 #bbcon 1 eTapestry and Friends Asking Friends Tuning Into the Right Channel PRESENTED BY: ANGIE VOGT
  2. 2. 9/28/2013 #bbcon 2 INTRODUCTIONS Hi! I’m Angie
  3. 3. 9/28/2013 #bbcon 3 TWEET ABOUT OUR SESSION TWEETING OR FOLLOWING TWEETS ABOUT THE CONFERENCE? #BBCON TWEETING OR FOLLOWING TWEETS ABOUT ETAPESTRY? #BLKBETAP
  4. 4. 9/28/2013 #bbcon 4 By the time we finish today we will have learned  What forms of Multi-channel Marketing are reaching which groups of people?  What is Peer to Peer Fundraising?  How does Peer to Peer Fundraising fit in this multi- channel world and more importantly, how can I use Peer to Peer Fundraising to increase my organization’s fundraising efforts and to connect us with solid prospective donors?  How can I use Peer to Peer Fundraising (Friends Asking Friends) with eTapestry to increase my house file to cultivate and grow my donor base? OUR AGENDA
  5. 5. 9/28/2013 #bbcon 5 Definitions from the For-Profit Arena To better understand why and how for-profits engage in integrated multi-channel marketing, below are several definitions with key points highlighted: Integrated marketing communication is a way of looking at the whole marketing process from the viewpoint of the customer. (To paraphrase: Organizations need to align processes and engage customers based upon their expressed needs and wants garnered from the real data collected and analyzed and not based upon how they are internally structured.) Professor Philip Kotler S.C. Johnson & Son Distinguished Professor of International MarketingKellogg School of Management, Northwestern University WHAT IS MULTI-CHANNEL (INTEGRATED) MARKETING?
  6. 6. 9/28/2013 #bbcon 6 What Channel do your event participants and donors tune into? MULTI-CHANNEL MARKETING
  7. 7. 9/28/2013 #bbcon 7 EMAIL?
  8. 8. 9/28/2013 #bbcon 8 FACEBOOK?
  9. 9. 9/28/2013 #bbcon 9 TWITTER?
  10. 10. 9/28/2013 #bbcon 10 LINKED IN?
  11. 11. 9/28/2013 #bbcon 11 DIRECT MAIL?
  12. 12. 9/28/2013 #bbcon 12 PEER TO PEER FUNDRAISING?
  13. 13. 9/28/2013 #bbcon 13 THIS WEEK’S SCHEDULE SUN MON TUES WED THUR FRI SAT Send Email Forward Email New Post Comment Rec’d on Post Post Shared New Post Post Shared Post Shared Tweet Re- Tweet Tweet Tweet Re- Tweet Tweet Re-Tweet Post Send Invite Send Email FB Post Tweet Send Email Tweet Status YOUR DONORS ARE TUNING INTO MANY CHANNELS, HOW WELL DOES YOUR PROGRAMMING LINE-UP REACH THEM?
  14. 14. 9/28/2013 #bbcon 14 • The fastest growing demographic on Twitter is the 55 to 64 age bracket. • 189 million of Facebook's users are "mobile only." • YouTube reaches more U.S. adults aged 18 to 34 than any cable network. • Every second two new people join LinkedIn. • Social media has overtaken all other activity on the Web. • LinkedIn has a lower percentage of active users than Pinterest, Google+, Twitter, and Facebook. • 93% of marketers use social media for business. • 25% of smartphone owners ages 18 to 44 say they can't recall the last time their smartphone wasn't next to them. • Even though 62% of marketers blog or plan to blog in 2013, only 9% of U.S. marketing companies employ a full-time blogger. • 25% of Facebook users don't bother with privacy settings Source: Business Insider 7/19/13 10 SOCIAL MEDIA STATISTICS THAT WILL SHAPE YOUR SOCIAL STRATEGY
  15. 15. 9/28/2013 #bbcon 15 SOCIAL LOGIN PREFERENCES – IN GENERAL Source: Gigya
  16. 16. 9/28/2013 #bbcon 16 SOCIAL LOGIN PREFERENCES – EDUCATION/ NON-PROFIT Source: Gigya
  17. 17. 9/28/2013 #bbcon 17 SOCIAL SHARE PREFERENCES – IN GENERAL Source: Gigya
  18. 18. 9/28/2013 #bbcon 18 SOCIAL SHARE PREFERENCES – EDUCATION/ NON-PROFIT Source: Gigya
  19. 19. 9/28/2013 #bbcon 19 GENERATIONAL GIVING Source: Blackbaud
  20. 20. 9/28/2013 #bbcon 20 WHAT IS PEER TO PEER (P2P)?
  21. 21. 9/28/2013 #bbcon 21 • A style of fundraising where an organization recruits individual supporters to ask their friends and family to donate to that organization. WHAT IS PEER-TO-PEER FUNDRAISING? Non Profit P2P Fundraising is almost always connected to some form of event or personal milestone.
  22. 22. 9/28/2013 #bbcon 22 It is more about their NETWORK, than their NETWORTH! WHAT’S DIFFERENT ABOUT PEER 2 PEER?
  23. 23. 9/28/2013 #bbcon 23 YOUR STORY THEIR STORIES TELL STORIES FOR DEEPER IMPACT
  24. 24. 9/28/2013 #bbcon 24 Technology enhances current activities Expand your reach and broadcast your message Decrease cost of supporter acquisition Increase efficiencies Your supporters’ viewpoints Deliver personalized communications Communicate with them where they are & when they are ready P2P = Multi Channel Fundraising
  25. 25. 9/28/2013 #bbcon 25
  26. 26. 9/28/2013 #bbcon 26 PEER TO PEER = PREFERRED ACROSS DEMOGRAPHICS Sources: Convio Next Generation of Giving Report; % of donors say appropriate solicitation channel Peer to Peer Mail Email Social Media Text
  27. 27. 9/28/2013 #bbcon 27 EVOLUTION OF PEER TO PEER
  28. 28. 9/28/2013 #bbcon 28 Run Walk Ride (RWR) • A-thon Events • 5k, Walk, Danceathon • Run by the org, branding is key • Team Structures DIY • Virtual or run by fundraiser only • Org provides tools to motivated supporters • Donate your Birthday, Wedding, Spaghetti Dinner… • Evergreen = run all year! Tribute • Personal Pages Created in Honor or Memory • No physical event • Personal page tells story, collects gifts in honor • Evergreen = run all year! Consumer Portal • 3rd party site hosts fundraising pages • Consumers create pages on their favorite charity’s behalf • Org has little/no involvement, not branded Multi-Charity Event • Fundraisers participate in larger event • Fundraise on org’s behalf, often as team • Ex: I’m running NYC Marathon on behalf of ABC Foundation – support me! P2P HAS MANY FORMS…
  29. 29. 9/28/2013 #bbcon 29 HOW DO YOU MOVE FROM THE “COMMERCIALS” TO THE “REGULARLY SCHEDULED PROGRAM”?
  30. 30. 9/28/2013 #bbcon 30 WITH…
  31. 31. THE CONNECTION BETWEEN FRIENDS ASKING FRIENDS AND ETAPESTRY! eTapestry’s DIY Forms eTapestry’s Advanced Email eTapestry’s FAF Connector
  32. 32. INVITE YOUR CONSTITUENTS TO PARTICIPATE IN YOUR EVENT eTapestry’s DIY Forms eTapestry’s Advanced Email eTapestry’s FAF Connector
  33. 33. 9/28/2013 #bbcon 33 YOUR FRIENDS ASKING FRIENDS EVENT
  34. 34. 9/28/2013 #bbcon 34 YOUR PARTICIPANTS WILL TELL THEIR STORY
  35. 35. 9/28/2013 #bbcon 35 PARTICIPANTS SPREADING THE WORD!
  36. 36. 9/28/2013 #bbcon 36 FRIENDS MAKE DONATIONS
  37. 37. THE ENTRIES ARE RECORDED IN ETAPESTRY eTapestry’s DIY Forms eTapestry’s Advanced Email eTapestry’s FAF Connector
  38. 38. 9/28/2013 #bbcon 38 DONATION IMPORTED FROM FRIENDS ASKING FRIENDS
  39. 39. 9/28/2013 #bbcon 39 SOFT CREDITS ARE CREATED
  40. 40. 9/28/2013 #bbcon 40 PARTICIPATION ENTRY
  41. 41. 9/28/2013 #bbcon 41 PARTICIPANT TRANSACTION DETAIL
  42. 42. 9/28/2013 #bbcon 42 GET TO KNOW YOUR NEW DONORS • Thank them! • Follow up with your new donors via your prescribed implementation program • Mention the donor in a tweet • Cultivate the relationship
  43. 43. READY FOR YOUR NEXT EVENT? INVITE YOUR CONSTITUENTS (OLD AND NEW) TO PARTICIPATE IN YOUR EVENT eTapestry’s DIY Forms eTapestry’s Advanced Email eTapestry’s FAF Connector
  44. 44. 9/28/2013 #bbcon 44 We’ve covered a lot of ground today  What forms of Multi-channel Marketing are reaching which groups of people?  What is Peer to Peer Fundraising?  How does Peer to Peer Fundraising fit in this multi- channel world and more importantly, how can I use Peer to Peer Fundraising to increase my organization’s fundraising efforts and to connect us with solid prospective donors?  How can I use Peer to Peer Fundraising (Friends Asking Friends) with eTapestry to increase my house file to cultivate and grow my donor base? BEFORE THE CREDITS ROLL….
  45. 45. 9/28/2013 #bbcon 45 QUESTIONS?
  46. 46. 9/28/2013 #bbcon 46 THANKS FOR COMING! If you have additional questions— Stop by our booth to visit Email me at angie.vogt@blackbaud.com Contact your account executive

×