Brian Parker Account Executive 8 Breakthrough Strategies for the Next Decade of Fund Raising: An Executive Briefing
Who is eTapestry? <ul><li>Dedicated to serving nonprofits </li></ul><ul><li>A fast growing, successful NASDAQ firm </li></...
What is our history? <ul><li>Founded by former execs of MSC </li></ul><ul><li>First “Software as a Service” solution for n...
Agenda <ul><li>Pure Fund Raising Tools </li></ul><ul><ul><li>Matching Gifts </li></ul></ul><ul><ul><li>Recurring Gifts </l...
Agenda (cont.) <ul><li>Relationship Building Tools (cont) </li></ul><ul><ul><li>Web 2.0 </li></ul></ul><ul><ul><li>Moves M...
<ul><li>“ Today we have the chance to seize two hours which could have a major impact on monies raised for your mission!” ...
The Rules Still Apply (It’s all about relationships… not technology)
<ul><li>Know the Difference </li></ul>It is Now a New World
1. Pure Fundraising Tools: Matching Gifts <ul><li>Quite Simply a Doubling of Donation Amounts!  </li></ul><ul><li>Most Oft...
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 <ul><li>The Foundation of many Fundraising Programs  </li></ul><ul><li>Key in e...
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 <ul><li>It Must be Easy or it will not be Used!  </li></ul><ul><li>“ Home...
1. Pure Fundraising Tools: Essentials of the Ask
1. Pure Fundraising Tools: Essentials of the Ask
1. Pure Fundraising Tools: Essentials of the Ask
<ul><li>Based Upon Proven Results </li></ul><ul><li>So Simple Yet So Powerful  </li></ul><ul><li>The Pareto Principle at i...
<ul><li>Capacity to Give Score </li></ul><ul><li>Relationship to Your Organization Score </li></ul><ul><li>Timing Score </...
1. Pure Fundraising Tools: For Impact  Report
1. Pure Fundraising Tools: For Impact  Report
1. Pure Fundraising Tools: For Impact  Report
<ul><li>Personalize Everything You Can  </li></ul><ul><li>Let Technology do the Work for You  </li></ul><ul><li>Queries ca...
1. Pure Fundraising Tools: Segmentation
1. Pure Fundraising Tools: Segmentation
1. Pure Fundraising Tools: Segmentation
<ul><li>Strong Relationships are from Knowing Important Details, Hopes and Dreams </li></ul><ul><li>Easily Supplement your...
<ul><li>“ If you want milk from a cow, you don’t send it a letter.” </li></ul><ul><li>Si Seymour </li></ul>2. Relationship...
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)
<ul><li>The Foundation of the Communications Revolution  </li></ul><ul><li>Expected by EVERY Generation Now </li></ul><ul>...
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 ...
Key Functions: Deliverability: Fulltime staff 24/7 monitoring blacklists, spam filtering and ISP standards Horsepower: Up ...
<ul><li>You are NOW the Catalyst not the Originator  </li></ul><ul><li>Where Thousands of New Relationships can Begin  </l...
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 1.0 vs. Web 2.0 <ul><li>Web 1.0 was about reading, Web 2.0 is about writing  </li></ul><ul><li>Web 1.0 was about organ...
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
<ul><li>Average volunteer sends over 30 emails </li></ul><ul><li>One in four emails sent by a volunteer results in a donat...
<ul><li>CRM Based Upon a PROVEN Roadmap </li></ul><ul><li>Status Reports to Die For  </li></ul><ul><li>The Foundation of M...
2. Relationship Building: Moves Management   ©
2. Relationship Building: Moves Management   ©
2. Relationship Building: Moves Management   ©
<ul><li>All Excuses for NOT Using CRM are Gone </li></ul><ul><li>So Handy  </li></ul><ul><li>The Ultimate Tool for in the ...
<ul><li>Included with your eTapestry service </li></ul><ul><li>Specifically formatted for mobile use </li></ul><ul><li>Fas...
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 <ul><li>How would you go about finding the number of lapsed donors and dollar amounts for them? </l...
3. Benchmark Reporting <ul><li>Direct Comparisons are Powerful </li></ul><ul><li>Accurate Data from Thousands of Non-Profi...
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 a...
4. Donor Loyalty  <ul><li>Why Measure? </li></ul><ul><li>More NP’s Equal More Competition </li></ul><ul><li>Appropriate Do...
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 ...
4. Donor Loyalty  <ul><li>Retaining Current Donors is Job # 1 </li></ul><ul><li>Knowing Where to Focus is Essential  </li>...
5. Community Building  Donor Login <ul><li>Like it or Not You are Now Open 24/7 </li></ul><ul><li>Community Involvement Cr...
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 <ul><li>If Relationships are Built on Communications . . .  </li></ul><ul><li>Basic Parameters ar...
<ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>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 S...
<ul><li>What are the goals? </li></ul><ul><li>How will we measure success?  </li></ul><ul><li>What are the specific tactic...
<ul><li>“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” </li></ul>Ca...
6. Web Site Optimization: Before and After
<ul><li>DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website </li></u...
6. Web Site Optimization: Needle in a Needle Stack
6. Web Site Optimization: Keeping it Simple Advanced Email Database Ecommerce Website
<ul><li>Does it accept donations by credit card?  94%  </li></ul><ul><li>Does it have a blog?  53%  </li></ul><ul><li>If y...
<ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>6. Web Site Optimization: Integrate on and off line appe...
<ul><li>Plan </li></ul><ul><li>Take an Integrated Approach  </li></ul><ul><li>Timely & Focused - Act Quickly When Needed  ...
&quot;Do one thing every day that scares you.&quot; –  Eleanor Roosevelt &quot;We have a strategic plan.  It's called doin...
6. Web Site Optimization: Oprah & Martha would be proud
6. Web Site Optimization: Oprah & Martha would be proud
7. Research/Analytics <ul><li>Knowledge of your donors is the Key to Success  </li></ul><ul><li>Data MUST be Accurate to b...
 
 
 
Subscriber Services
 
 
8. API (Interface to the World) <ul><li>Imagine a Phone without any Outside Connections  </li></ul><ul><li>Allows Integrat...
8. Application Program Interface (API): Connect to the World
Epilogue <ul><li>10 Technology Resolutions for 2008 </li></ul><ul><li>Sarah Robbins  </li></ul><ul><li>Director of Emergin...
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 ...
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8 Breakthrough Strategies SC Webinar

  1. 1. Brian Parker Account Executive 8 Breakthrough Strategies for the Next Decade of Fund Raising: An Executive Briefing
  2. 2. Who is eTapestry? <ul><li>Dedicated to serving nonprofits </li></ul><ul><li>A fast growing, successful NASDAQ firm </li></ul><ul><li>A company that thrives on innovation </li></ul><ul><li>A group that is passionate about service </li></ul><ul><li>People who love to have fun! </li></ul>
  3. 3. What is our history? <ul><li>Founded by former execs of MSC </li></ul><ul><li>First “Software as a Service” solution for nonprofits in 1999 </li></ul><ul><li>6,000 nonprofit clients around the world </li></ul><ul><li>Became part of Blackbaud-August 2007 </li></ul>
  4. 4. Agenda <ul><li>Pure Fund Raising Tools </li></ul><ul><ul><li>Matching Gifts </li></ul></ul><ul><ul><li>Recurring Gifts </li></ul></ul><ul><ul><li>Essentials for the “Ask” </li></ul></ul><ul><ul><li>For Impact Report </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><li>Relationship Building Tools </li></ul><ul><ul><li>CRM </li></ul></ul><ul><ul><li>Email </li></ul></ul>
  5. 5. Agenda (cont.) <ul><li>Relationship Building Tools (cont) </li></ul><ul><ul><li>Web 2.0 </li></ul></ul><ul><ul><li>Moves Management </li></ul></ul><ul><ul><li>eTap Mobile </li></ul></ul><ul><li>Benchmark Reporting </li></ul><ul><li>Donor Loyalty </li></ul><ul><li>Community Building (Donor Login) </li></ul><ul><li>Web Site Optimization </li></ul><ul><li>Research/Analytics </li></ul><ul><li>API (Interface to the world outside) </li></ul>
  6. 6. <ul><li>“ 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 </li></ul>Photo credit: Sorin Brinzei
  7. 7. The Rules Still Apply (It’s all about relationships… not technology)
  8. 8. <ul><li>Know the Difference </li></ul>It is Now a New World
  9. 9. 1. Pure Fundraising Tools: Matching Gifts <ul><li>Quite Simply a Doubling of Donation Amounts! </li></ul><ul><li>Most Often Money that Falls Through the Cracks </li></ul><ul><li>Relationships, Relationships, Relationships </li></ul><ul><li>Again Leveraging Your Technology Investment </li></ul>
  10. 10. 1. Pure Fundraising Tools: Matching Gifts
  11. 11. 1. Pure Fundraising Tools: Matching Gifts
  12. 12. 1. Pure Fundraising Tools: Matching Gifts
  13. 13. 1. Pure Fundraising Tools: Matching Gifts
  14. 14. 1. Pure Fundraising Tools: Recurring Gifts <ul><li>The Foundation of many Fundraising Programs </li></ul><ul><li>Key in ePhilanthropy Transactions </li></ul><ul><li>Constituents become Investors rather than Donors </li></ul><ul><li>Technology makes it Easy </li></ul>
  15. 15. 1. Pure Fundraising Tools: Recurring Gifts
  16. 16. 1. Pure Fundraising Tools: Recurring Gifts
  17. 17. 1. Pure Fundraising Tools: Recurring Gifts
  18. 18. 1. Pure Fundraising Tools: Essentials of the Ask <ul><li>It Must be Easy or it will not be Used! </li></ul><ul><li>“ Home Page” </li></ul><ul><li>Investors in Your Mission </li></ul><ul><li>Relationship + Knowledge + Proven Plan = SUCCESS </li></ul>
  19. 19. 1. Pure Fundraising Tools: Essentials of the Ask
  20. 20. 1. Pure Fundraising Tools: Essentials of the Ask
  21. 21. 1. Pure Fundraising Tools: Essentials of the Ask
  22. 22. <ul><li>Based Upon Proven Results </li></ul><ul><li>So Simple Yet So Powerful </li></ul><ul><li>The Pareto Principle at it’s Best </li></ul><ul><li>A Report that Anyone and Everyone can use </li></ul>1. Pure Fundraising Tools: For Impact Report
  23. 23. <ul><li>Capacity to Give Score </li></ul><ul><li>Relationship to Your Organization Score </li></ul><ul><li>Timing Score </li></ul><ul><li>Past Giving to Your Organization Score </li></ul><ul><li>Past Philanthropic Giving Score </li></ul>1. Pure Fundraising Tools: For Impact Report
  24. 24. 1. Pure Fundraising Tools: For Impact Report
  25. 25. 1. Pure Fundraising Tools: For Impact Report
  26. 26. 1. Pure Fundraising Tools: For Impact Report
  27. 27. <ul><li>Personalize Everything You Can </li></ul><ul><li>Let Technology do the Work for You </li></ul><ul><li>Queries can be Intuitive and Easy </li></ul><ul><li>Think with Building Blocks and Logic </li></ul>1. Pure Fundraising Tools: Segmentation
  28. 28. 1. Pure Fundraising Tools: Segmentation
  29. 29. 1. Pure Fundraising Tools: Segmentation
  30. 30. 1. Pure Fundraising Tools: Segmentation
  31. 31. <ul><li>Strong Relationships are from Knowing Important Details, Hopes and Dreams </li></ul><ul><li>Easily Supplement your Memory </li></ul><ul><li>Only Works if Used Daily (and in one place) by All </li></ul><ul><li>A Remarkable “Secret Weapon” for Fund Raising </li></ul>2. Relationship Building: Constituent Relationship Management (CRM)
  32. 32. <ul><li>“ If you want milk from a cow, you don’t send it a letter.” </li></ul><ul><li>Si Seymour </li></ul>2. Relationship Building: Constituent Relationship Management (CRM)
  33. 33. 2. Relationship Building: Constituent Relationship Management (CRM)
  34. 34. 2. Relationship Building: Constituent Relationship Management (CRM)
  35. 35. 2. Relationship Building: Constituent Relationship Management (CRM)
  36. 36. 2. Relationship Building: Constituent Relationship Management (CRM)
  37. 37. <ul><li>The Foundation of the Communications Revolution </li></ul><ul><li>Expected by EVERY Generation Now </li></ul><ul><li>Use Properly or the Results are Worse than not </li></ul><ul><li>A Fraction of the Cost of Other Forms of Communication </li></ul>2. Relationship Building: eMail
  38. 38. 2. Relationship Building: eMail
  39. 39. 2. Relationship Building: eMail
  40. 40. 2. Relationship Building: eMail
  41. 41. 2. Relationship Building: eMail
  42. 42. 2. Relationship Building: eMail
  43. 43. 2. Relationship Building: eMail
  44. 44. Email Key Functions Tracking: bounces, opens, click-throughs Subscription management: automated unsubscribe or opting out link 2. Relationship Building: eMail
  45. 45. 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
  46. 46. <ul><li>You are NOW the Catalyst not the Originator </li></ul><ul><li>Where Thousands of New Relationships can Begin </li></ul><ul><li>Traffic you Always Dreamed of for your Web Site </li></ul><ul><li>Easier than you Think to Do </li></ul>2. Relationship Building: Web 2.0
  47. 47. 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
  48. 48. Web 1.0 vs. Web 2.0 <ul><li>Web 1.0 was about reading, Web 2.0 is about writing </li></ul><ul><li>Web 1.0 was about organizations, Web 2.0 is about communities </li></ul><ul><li>Web 1.0 was about home pages, Web 2.0 is about blogs </li></ul><ul><li>Web 1.0 was about portals, Web 2.0 is about RSS </li></ul><ul><li>Web 1.0 was about owning, Web 2.0 is about sharing </li></ul><ul><li>Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/ </li></ul>2. Relationship Building: Web 2.0
  49. 49. Source: The Wall St. Journal , 2006 2. Relationship Building: Web 2.0 – Online Video Use
  50. 50. 2. Relationship Building: Web 2.0 – Fun Video
  51. 51. 2. Relationship Building: Web 2.0
  52. 52. 2. Relationship Building: Web 2.0 – Social Networking
  53. 53. 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends 2. Relationship Building: Web 2.0 – Social Networking
  54. 54. 2. Relationship Building: Web 2.0 - Widgets
  55. 55. 2. Relationship Building: Web 2.0 - RSS
  56. 56.   2. Relationship Building: Web 2.0 - Podcasts
  57. 57. 2. Relationship Building: Web 2.0 – Message Boards
  58. 58. 2. Relationship Building: Web 2.0 - Wikipedia
  59. 59. Peer Fundraising Online 2. Relationship Building: Web 2.0 – Personal Fundraising Pages
  60. 60. 2. Relationship Building: Web 2.0 – Personal Event Fundraising
  61. 61. <ul><li>Average volunteer sends over 30 emails </li></ul><ul><li>One in four emails sent by a volunteer results in a donation </li></ul><ul><li>Average online event gift is $59 which is a 50% increase over the average off-line gift </li></ul><ul><li>Many volunteers reach their stated FR Goal! </li></ul>2. Relationship Building: Web 2.0 – Personal Event Fundraising Results:
  62. 62. <ul><li>CRM Based Upon a PROVEN Roadmap </li></ul><ul><li>Status Reports to Die For </li></ul><ul><li>The Foundation of Many a Successful Campaign </li></ul><ul><li>A Plan which “Stays” even if Staff does not </li></ul>2. Relationship Building: Moves Management ©
  63. 63. 2. Relationship Building: Moves Management ©
  64. 64. 2. Relationship Building: Moves Management ©
  65. 65. 2. Relationship Building: Moves Management ©
  66. 66. <ul><li>All Excuses for NOT Using CRM are Gone </li></ul><ul><li>So Handy </li></ul><ul><li>The Ultimate Tool for in the Field </li></ul><ul><li>Marries Together Two Indispensible Communication Devices </li></ul>2. Relationship Building: eTap Mobile
  67. 67. <ul><li>Included with your eTapestry service </li></ul><ul><li>Specifically formatted for mobile use </li></ul><ul><li>Fast </li></ul><ul><li>Real time information – no syncing or downloading </li></ul>2. Relationship Building: eTap Mobile
  68. 68. Search for any account in your database 2. Relationship Building: eTap Mobile
  69. 69. Hotlinks allow you to easily phone, email, or even get a map… 2. Relationship Building: eTap Mobile
  70. 70. … giving you instant tools for your mobile travels 2. Relationship Building: eTap Mobile
  71. 71. Store and see pictures, or drill down into a giving summary… 2. Relationship Building: eTap Mobile
  72. 72. … detailing a donors financial support 2. Relationship Building: eTap Mobile
  73. 73. Add new contact information from your mobile device and have all the details… 2. Relationship Building: eTap Mobile
  74. 74. You can even run queries with eTapestry Mobile… 2. Relationship Building: eTap Mobile
  75. 75. Best of all . . . eTapestry Mobile is no charge with your eTapestry service! 2. Relationship Building: eTap Mobile
  76. 76. 3. Benchmark Reporting <ul><li>How would you go about finding the number of lapsed donors and dollar amounts for them? </li></ul><ul><li>How do you compare your organization to others? </li></ul><ul><li>How do we measure success of our organization with similar groups? </li></ul>
  77. 77. 3. Benchmark Reporting <ul><li>Direct Comparisons are Powerful </li></ul><ul><li>Accurate Data from Thousands of Non-Profits </li></ul><ul><li>Ability to Isolate Peer Groups </li></ul><ul><li>Focus Your Team on Areas with the Greatest Impact </li></ul>
  78. 78. 3. Benchmark Reporting
  79. 79. 3. Benchmark Reporting
  80. 80. 3. Benchmark Reporting Giving Dynamics Report
  81. 81. 3. Benchmark Reporting Benchmark Status Report
  82. 82. 3. Benchmark Reporting Benchmark Comparison Report
  83. 83. 4. Donor Loyalty Questions How do you know which donors are loyal? Which are accessible? Which feel trapped? Which are at risk?
  84. 84. 4. Donor Loyalty <ul><li>Why Measure? </li></ul><ul><li>More NP’s Equal More Competition </li></ul><ul><li>Appropriate Donor Strategy is Easier </li></ul><ul><li>Donors Expect More </li></ul><ul><li>Everyone Loves to Provide Their Opinion </li></ul>
  85. 85. 4. Donor Loyalty
  86. 86. 4. Donor Loyalty
  87. 87. 4. Donor Loyalty A donor’s loyalty level is indicated on the search screen
  88. 88. 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
  89. 89. 4. Donor Loyalty <ul><li>Retaining Current Donors is Job # 1 </li></ul><ul><li>Knowing Where to Focus is Essential </li></ul><ul><li>Avoidance of Lapsed Donors is Huge </li></ul><ul><li>“ Keep your Friends Close” </li></ul>
  90. 90. 5. Community Building Donor Login <ul><li>Like it or Not You are Now Open 24/7 </li></ul><ul><li>Community Involvement Creates Web Site Stickiness! </li></ul><ul><li>Your Mission Communication is Enhanced </li></ul><ul><li>Constituent Bonding is Stronger </li></ul>
  91. 91. 5. Community Building Donor Login
  92. 92. 5. Community Building Donor Login Keith Davis
  93. 93. 5. Community Building Donor Login
  94. 94. 5. Community Building Donor Login
  95. 95. 6. Web Site Optimization <ul><li>If Relationships are Built on Communications . . . </li></ul><ul><li>Basic Parameters are Driven by Common Sense </li></ul><ul><li>A Few Key Changes can Make a Huge Difference </li></ul><ul><li>Leverage Partners who KNOW the Non Profit Sector </li></ul>
  96. 96. <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>6. Web Site Optimization Be Like Martha or Oprah
  97. 99. 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
  98. 100. <ul><li>What are the goals? </li></ul><ul><li>How will we measure success? </li></ul><ul><li>What are the specific tactics? </li></ul><ul><li>Do we need any new tools or assistance? </li></ul><ul><li>Who is responsible for what? </li></ul><ul><li>Is everyone on the same page? </li></ul>6. Web Site Optimization: Start with a Plan
  99. 101. <ul><li>“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” </li></ul>Carrie Johnson, Senior Analyst Forrester Internet Research 6. Web Site Optimization
  100. 102. 6. Web Site Optimization: Before and After
  101. 103. <ul><li>DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website </li></ul>http://www.the-dma.org/privacy/creating.shtml 6. Web Site Optimization: Privacy
  102. 104. 6. Web Site Optimization: Needle in a Needle Stack
  103. 105. 6. Web Site Optimization: Keeping it Simple Advanced Email Database Ecommerce Website
  104. 106. <ul><li>Does it accept donations by credit card? 94% </li></ul><ul><li>Does it have a blog? 53% </li></ul><ul><li>If you have a blog, can readers comment on it? 54% </li></ul><ul><li>If you have a blog, does it have links to other blogs 52% </li></ul><ul><li>Do you post any videos on your website? 75% </li></ul><ul><li>Do you have podcasts on your website? 32% </li></ul><ul><li>Do you host message boards? 22% </li></ul><ul><li>Do you provide an RSS feed to your website? 29% </li></ul><ul><ul><li>Overbrook Foundation Survey of Human Rights NPO’s in 2007 </li></ul></ul>6. Web Site Optimization: Web Site Integration
  105. 107. <ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>6. Web Site Optimization: Integrate on and off line appeals
  106. 108. <ul><li>Plan </li></ul><ul><li>Take an Integrated Approach </li></ul><ul><li>Timely & Focused - Act Quickly When Needed </li></ul><ul><li>Test Something New All The Time </li></ul><ul><li>“ SHOP” Others </li></ul><ul><li>Think Targeted One-To-One Marketing </li></ul><ul><li>People Give to People </li></ul><ul><li>Have Fun!!!! </li></ul>6. Web Site Optimization: Keys to Success
  107. 109. &quot;Do one thing every day that scares you.&quot; – Eleanor Roosevelt &quot;We have a strategic plan. It's called doing things.&quot; – Herb Kelleher 6. Web Site Optimization
  108. 110. 6. Web Site Optimization: Oprah & Martha would be proud
  109. 111. 6. Web Site Optimization: Oprah & Martha would be proud
  110. 112. 7. Research/Analytics <ul><li>Knowledge of your donors is the Key to Success </li></ul><ul><li>Data MUST be Accurate to be Useful </li></ul><ul><li>Saving Time Allows the Data to be Used (get out and ASK!) </li></ul><ul><li>Database Integration and Updating Makes the Process much Easier </li></ul>
  111. 116. Subscriber Services
  112. 119. 8. API (Interface to the World) <ul><li>Imagine a Phone without any Outside Connections </li></ul><ul><li>Allows Integration to the Fullest </li></ul><ul><li>Reduces or Eliminates Errors in Data Handling </li></ul><ul><li>Your Technology ROI Increases Dramatically! </li></ul>
  113. 120. 8. Application Program Interface (API): Connect to the World
  114. 121. Epilogue <ul><li>10 Technology Resolutions for 2008 </li></ul><ul><li>Sarah Robbins </li></ul><ul><li>Director of Emerging Technologies </li></ul><ul><li>Mediasauce </li></ul>
  115. 122. 1. Set up a Gmail Account
  116. 123. 2. Post Pics to Flickr
  117. 124. 3. Try a Microblog
  118. 125. 4. Create a Google Alert
  119. 126. 5. Set Up an RSS
  120. 127. 6. Share a YouTube Video
  121. 128. 7. Really Use Your Cell Phone (Send a text or a video)
  122. 129. 8. Join a Social Network
  123. 130. 9. Share PowerPoint Slides (Save a tree or two!)
  124. 131. 10. Play a Video Game
  125. 132. Thank you! Brian Parker Account Executive [email_address] Special Thanks to Larry Hembree and the Nickelodeon Theatre for offering to host us.
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