8 Breakthrough Strategies SC Webinar
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8 Breakthrough Strategies SC Webinar 8 Breakthrough Strategies SC Webinar Presentation Transcript

  • Brian Parker Account Executive 8 Breakthrough Strategies for the Next Decade of Fund Raising: An Executive Briefing
  • Who is eTapestry?
    • Dedicated to serving nonprofits
    • A fast growing, successful NASDAQ firm
    • A company that thrives on innovation
    • A group that is passionate about service
    • People who love to have fun!
  • What is our history?
    • Founded by former execs of MSC
    • First “Software as a Service” solution for nonprofits in 1999
    • 6,000 nonprofit clients around the world
    • Became part of Blackbaud-August 2007
  • Agenda
    • Pure Fund Raising Tools
      • Matching Gifts
      • Recurring Gifts
      • Essentials for the “Ask”
      • For Impact Report
      • Segmentation
    • Relationship Building Tools
      • CRM
      • Email
  • Agenda (cont.)
    • Relationship Building Tools (cont)
      • Web 2.0
      • Moves Management
      • eTap Mobile
    • Benchmark Reporting
    • Donor Loyalty
    • Community Building (Donor Login)
    • Web Site Optimization
    • Research/Analytics
    • API (Interface to the world outside)
    • “ Today we have the chance to seize two hours which could have a major impact on monies raised for your mission!” Jay Love CEO and Co-Founder of eTapestry
    Photo credit: Sorin Brinzei
  • The Rules Still Apply (It’s all about relationships… not technology)
    • Know the Difference
    It is Now a New World
  • 1. Pure Fundraising Tools: Matching Gifts
    • Quite Simply a Doubling of Donation Amounts!
    • Most Often Money that Falls Through the Cracks
    • Relationships, Relationships, Relationships
    • Again Leveraging Your Technology Investment
  • 1. Pure Fundraising Tools: Matching Gifts
  • 1. Pure Fundraising Tools: Matching Gifts
  • 1. Pure Fundraising Tools: Matching Gifts
  • 1. Pure Fundraising Tools: Matching Gifts
  • 1. Pure Fundraising Tools: Recurring Gifts
    • The Foundation of many Fundraising Programs
    • Key in ePhilanthropy Transactions
    • Constituents become Investors rather than Donors
    • Technology makes it Easy
  • 1. Pure Fundraising Tools: Recurring Gifts
  • 1. Pure Fundraising Tools: Recurring Gifts
  • 1. Pure Fundraising Tools: Recurring Gifts
  • 1. Pure Fundraising Tools: Essentials of the Ask
    • It Must be Easy or it will not be Used!
    • “ Home Page”
    • Investors in Your Mission
    • Relationship + Knowledge + Proven Plan = SUCCESS
  • 1. Pure Fundraising Tools: Essentials of the Ask
  • 1. Pure Fundraising Tools: Essentials of the Ask
  • 1. Pure Fundraising Tools: Essentials of the Ask
    • Based Upon Proven Results
    • So Simple Yet So Powerful
    • The Pareto Principle at it’s Best
    • A Report that Anyone and Everyone can use
    1. Pure Fundraising Tools: For Impact Report
    • Capacity to Give Score
    • Relationship to Your Organization Score
    • Timing Score
    • Past Giving to Your Organization Score
    • Past Philanthropic Giving Score
    1. Pure Fundraising Tools: For Impact Report
  • 1. Pure Fundraising Tools: For Impact Report
  • 1. Pure Fundraising Tools: For Impact Report
  • 1. Pure Fundraising Tools: For Impact Report
    • Personalize Everything You Can
    • Let Technology do the Work for You
    • Queries can be Intuitive and Easy
    • Think with Building Blocks and Logic
    1. Pure Fundraising Tools: Segmentation
  • 1. Pure Fundraising Tools: Segmentation
  • 1. Pure Fundraising Tools: Segmentation
  • 1. Pure Fundraising Tools: Segmentation
    • Strong Relationships are from Knowing Important Details, Hopes and Dreams
    • Easily Supplement your Memory
    • Only Works if Used Daily (and in one place) by All
    • A Remarkable “Secret Weapon” for Fund Raising
    2. Relationship Building: Constituent Relationship Management (CRM)
    • “ If you want milk from a cow, you don’t send it a letter.”
    • Si Seymour
    2. Relationship Building: Constituent Relationship Management (CRM)
  • 2. Relationship Building: Constituent Relationship Management (CRM)
  • 2. Relationship Building: Constituent Relationship Management (CRM)
  • 2. Relationship Building: Constituent Relationship Management (CRM)
  • 2. Relationship Building: Constituent Relationship Management (CRM)
    • The Foundation of the Communications Revolution
    • Expected by EVERY Generation Now
    • Use Properly or the Results are Worse than not
    • A Fraction of the Cost of Other Forms of Communication
    2. Relationship Building: eMail
  • 2. Relationship Building: eMail
  • 2. Relationship Building: eMail
  • 2. Relationship Building: eMail
  • 2. Relationship Building: eMail
  • 2. Relationship Building: eMail
  • 2. Relationship Building: eMail
  • Email Key Functions Tracking: bounces, opens, click-throughs Subscription management: automated unsubscribe or opting out link 2. Relationship Building: eMail
  • Key Functions: Deliverability: Fulltime staff 24/7 monitoring blacklists, spam filtering and ISP standards Horsepower: Up to 300,000 emails per hour via a scheduler Spam analysis tools WYSIWYG editor 2. Relationship Building: eMail
    • You are NOW the Catalyst not the Originator
    • Where Thousands of New Relationships can Begin
    • Traffic you Always Dreamed of for your Web Site
    • Easier than you Think to Do
    2. Relationship Building: Web 2.0
  • Web 1.0 vs. Web 2.0 Web 1.0 refers to first generation Web-based content that was typically one-way static communication. Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users. 2. Relationship Building: Web 2.0
  • Web 1.0 vs. Web 2.0
    • Web 1.0 was about reading, Web 2.0 is about writing
    • Web 1.0 was about organizations, Web 2.0 is about communities
    • Web 1.0 was about home pages, Web 2.0 is about blogs
    • Web 1.0 was about portals, Web 2.0 is about RSS
    • Web 1.0 was about owning, Web 2.0 is about sharing
    • Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
    2. Relationship Building: Web 2.0
  • Source: The Wall St. Journal , 2006 2. Relationship Building: Web 2.0 – Online Video Use
  • 2. Relationship Building: Web 2.0 – Fun Video
  • 2. Relationship Building: Web 2.0
  • 2. Relationship Building: Web 2.0 – Social Networking
  • 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends 2. Relationship Building: Web 2.0 – Social Networking
  • 2. Relationship Building: Web 2.0 - Widgets
  • 2. Relationship Building: Web 2.0 - RSS
  •   2. Relationship Building: Web 2.0 - Podcasts
  • 2. Relationship Building: Web 2.0 – Message Boards
  • 2. Relationship Building: Web 2.0 - Wikipedia
  • Peer Fundraising Online 2. Relationship Building: Web 2.0 – Personal Fundraising Pages
  • 2. Relationship Building: Web 2.0 – Personal Event Fundraising
    • Average volunteer sends over 30 emails
    • One in four emails sent by a volunteer results in a donation
    • Average online event gift is $59 which is a 50% increase over the average off-line gift
    • Many volunteers reach their stated FR Goal!
    2. Relationship Building: Web 2.0 – Personal Event Fundraising Results:
    • CRM Based Upon a PROVEN Roadmap
    • Status Reports to Die For
    • The Foundation of Many a Successful Campaign
    • A Plan which “Stays” even if Staff does not
    2. Relationship Building: Moves Management ©
  • 2. Relationship Building: Moves Management ©
  • 2. Relationship Building: Moves Management ©
  • 2. Relationship Building: Moves Management ©
    • All Excuses for NOT Using CRM are Gone
    • So Handy
    • The Ultimate Tool for in the Field
    • Marries Together Two Indispensible Communication Devices
    2. Relationship Building: eTap Mobile
    • Included with your eTapestry service
    • Specifically formatted for mobile use
    • Fast
    • Real time information – no syncing or downloading
    2. Relationship Building: eTap Mobile
  • Search for any account in your database 2. Relationship Building: eTap Mobile
  • Hotlinks allow you to easily phone, email, or even get a map… 2. Relationship Building: eTap Mobile
  • … giving you instant tools for your mobile travels 2. Relationship Building: eTap Mobile
  • Store and see pictures, or drill down into a giving summary… 2. Relationship Building: eTap Mobile
  • … detailing a donors financial support 2. Relationship Building: eTap Mobile
  • Add new contact information from your mobile device and have all the details… 2. Relationship Building: eTap Mobile
  • You can even run queries with eTapestry Mobile… 2. Relationship Building: eTap Mobile
  • Best of all . . . eTapestry Mobile is no charge with your eTapestry service! 2. Relationship Building: eTap Mobile
  • 3. Benchmark Reporting
    • How would you go about finding the number of lapsed donors and dollar amounts for them?
    • How do you compare your organization to others?
    • How do we measure success of our organization with similar groups?
  • 3. Benchmark Reporting
    • Direct Comparisons are Powerful
    • Accurate Data from Thousands of Non-Profits
    • Ability to Isolate Peer Groups
    • Focus Your Team on Areas with the Greatest Impact
  • 3. Benchmark Reporting
  • 3. Benchmark Reporting
  • 3. Benchmark Reporting Giving Dynamics Report
  • 3. Benchmark Reporting Benchmark Status Report
  • 3. Benchmark Reporting Benchmark Comparison Report
  • 4. Donor Loyalty Questions How do you know which donors are loyal? Which are accessible? Which feel trapped? Which are at risk?
  • 4. Donor Loyalty
    • Why Measure?
    • More NP’s Equal More Competition
    • Appropriate Donor Strategy is Easier
    • Donors Expect More
    • Everyone Loves to Provide Their Opinion
  • 4. Donor Loyalty
  • 4. Donor Loyalty
  • 4. Donor Loyalty A donor’s loyalty level is indicated on the search screen
  • 4. Donor Loyalty 8 donors are at risk Representing $.21 million 27 donors are secure Representing $.86 million 11 donors are trapped Representing $.21 million 16% 16% 0% 67% 57% 2% 17% 23% n = 1 n = 27 n = 11 n = 8 n =55 accounts
  • 4. Donor Loyalty
    • Retaining Current Donors is Job # 1
    • Knowing Where to Focus is Essential
    • Avoidance of Lapsed Donors is Huge
    • “ Keep your Friends Close”
  • 5. Community Building Donor Login
    • Like it or Not You are Now Open 24/7
    • Community Involvement Creates Web Site Stickiness!
    • Your Mission Communication is Enhanced
    • Constituent Bonding is Stronger
  • 5. Community Building Donor Login
  • 5. Community Building Donor Login Keith Davis
  • 5. Community Building Donor Login
  • 5. Community Building Donor Login
  • 6. Web Site Optimization
    • If Relationships are Built on Communications . . .
    • Basic Parameters are Driven by Common Sense
    • A Few Key Changes can Make a Huge Difference
    • Leverage Partners who KNOW the Non Profit Sector
    • Both are Masters of Multi-Channel Marketing!
    6. Web Site Optimization Be Like Martha or Oprah
  •  
  •  
  • An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site 6. Web Site Optimization E-Mail Print Other Tools
    • What are the goals?
    • How will we measure success?
    • What are the specific tactics?
    • Do we need any new tools or assistance?
    • Who is responsible for what?
    • Is everyone on the same page?
    6. Web Site Optimization: Start with a Plan
    • “ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”
    Carrie Johnson, Senior Analyst Forrester Internet Research 6. Web Site Optimization
  • 6. Web Site Optimization: Before and After
    • DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website
    http://www.the-dma.org/privacy/creating.shtml 6. Web Site Optimization: Privacy
  • 6. Web Site Optimization: Needle in a Needle Stack
  • 6. Web Site Optimization: Keeping it Simple Advanced Email Database Ecommerce Website
    • Does it accept donations by credit card? 94%
    • Does it have a blog? 53%
    • If you have a blog, can readers comment on it? 54%
    • If you have a blog, does it have links to other blogs 52%
    • Do you post any videos on your website? 75%
    • Do you have podcasts on your website? 32%
    • Do you host message boards? 22%
    • Do you provide an RSS feed to your website? 29%
      • Overbrook Foundation Survey of Human Rights NPO’s in 2007
    6. Web Site Optimization: Web Site Integration
    • Mention Benefits & Ease Of Online Contributions
    6. Web Site Optimization: Integrate on and off line appeals
    • Plan
    • Take an Integrated Approach
    • Timely & Focused - Act Quickly When Needed
    • Test Something New All The Time
    • “ SHOP” Others
    • Think Targeted One-To-One Marketing
    • People Give to People
    • Have Fun!!!!
    6. Web Site Optimization: Keys to Success
  • "Do one thing every day that scares you." – Eleanor Roosevelt "We have a strategic plan. It's called doing things." – Herb Kelleher 6. Web Site Optimization
  • 6. Web Site Optimization: Oprah & Martha would be proud
  • 6. Web Site Optimization: Oprah & Martha would be proud
  • 7. Research/Analytics
    • Knowledge of your donors is the Key to Success
    • Data MUST be Accurate to be Useful
    • Saving Time Allows the Data to be Used (get out and ASK!)
    • Database Integration and Updating Makes the Process much Easier
  •  
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  •  
  • Subscriber Services
  •  
  •  
  • 8. API (Interface to the World)
    • Imagine a Phone without any Outside Connections
    • Allows Integration to the Fullest
    • Reduces or Eliminates Errors in Data Handling
    • Your Technology ROI Increases Dramatically!
  • 8. Application Program Interface (API): Connect to the World
  • Epilogue
    • 10 Technology Resolutions for 2008
    • Sarah Robbins
    • Director of Emerging Technologies
    • Mediasauce
  • 1. Set up a Gmail Account
  • 2. Post Pics to Flickr
  • 3. Try a Microblog
  • 4. Create a Google Alert
  • 5. Set Up an RSS
  • 6. Share a YouTube Video
  • 7. Really Use Your Cell Phone (Send a text or a video)
  • 8. Join a Social Network
  • 9. Share PowerPoint Slides (Save a tree or two!)
  • 10. Play a Video Game
  • Thank you! Brian Parker Account Executive [email_address] Special Thanks to Larry Hembree and the Nickelodeon Theatre for offering to host us.