SlideShare a Scribd company logo
1 of 66
Embracing CRM Technology as a Nonprofit: 5 Easy Steps Brandon Melvin Education Market Executive eTapestry Division of Blackbaud D
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Rules Still Apply (It’s all about relationships… not technology)
Web Site Optimization ,[object Object],[object Object],[object Object],[object Object]
Web Site Optimization: Before, After, and After!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Keys to Building a Successful Web Site
 
 
Top Ten Traffic Sources
They’re at your website, now what do they do? ,[object Object],[object Object],[object Object],Your goal – to get something from them!
Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database
Do you have an Online/Social Media Strategy? Google Adwords Media & PR E-mail Campaigns Social Networks Integration with Direct Mail Banner Ads on Homepage, Blog and eNewsletter
What is Social Media? ,[object Object],[object Object],[object Object]
 
Food for Thought…. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
YouTube! ,[object Object],[object Object],[object Object],[object Object]
Video is a  Magnet for Your  Web Site! “Most viral video of all time!”  Could her story be told in any  other manner as strongly?
 
 
Real Life Example…. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Results…
FACEBOOK ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
FACEBOOK Users
FACEBOOK Pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
FACEBOOK Pages Cont… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
FACEBOOK Takeaways… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Flickr, Podcasts, Message Boards, Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Networks: Hints for Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Real Life Story via the “New York Times”…
“ Web Site Story Continued” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Web Site Story Continued” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
charity: water ,[object Object],[object Object],[object Object],[object Object],Communicating daily w/ 500,000+ followers!
Where does the information go?  ,[object Object],[object Object],[object Object],[object Object]
Constituent Relationship Management
Relationships ,[object Object]
Reporting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reporting How do this year’s donors compare to last year’s?
Online Giving with Recurring Gifts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Database = Fundraising Tool ,[object Object],[object Object],[object Object],[object Object]
Communications ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Today’s Supporter
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Grow Your List Online ,[object Object],[object Object],[object Object],[object Object]
Grow Your List Offline ,[object Object],[object Object],[object Object],[object Object]
Now that I have permission… ,[object Object],[object Object],[object Object],[object Object]
Why Segmentation is Important ,[object Object],[object Object],[object Object],[object Object]
How to be a Good Sender ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Important is that Header? ,[object Object],[object Object],[object Object],[object Object]
Use Landing Pages to Increase Conversions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example Landing Page
 
Designing for Mobile Devices ,[object Object],[object Object],[object Object],[object Object],[object Object],email (html)
A Few Email Design & Usage Tips ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Now? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Now? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Now? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Now? ,[object Object],[object Object],[object Object],[object Object]
What Now? 1. How do we stack up? 2. Written Plan 3. Continuous Evaluation of Tools/Technology 4. Have FUN
Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?
Thanks! ,[object Object],[object Object],[object Object]

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5 Steps to Embrace CRM Tech for Nonprofits

Editor's Notes

  1. Today, we are going to cover several aspects of technology as it pertains to fundraising. In the past, we’ve struggled to simplify this enough to be able to cover it all in one session. Now, we feel like we’ve been able to effectively summarize all of these separate avenues of technology but most importantly paint the picture of how all of these tools can come together and work for you, regardless of shape or size.
  2. How can we apply these ideas and concepts that have been around for years into technology?? That’s what we’ll explore today. segue ----To audience: Where is the first place you go to find information about any topic?
  3. If you build it, will they come? Having a website is first priority Key steps to building/maintaining a successful website
  4. To audience: Has anyone heard of Google Analytics? eTapestry web services inserts this into every page we build & suggests that our customers use this info
  5. Now they are the creators of content
  6. Now lets talk about some other methods of increasing awareness and reach on the web. Technology has really revolutionized the way people are finding you or information about you on the internet. To audience: Does anyone have a strategy when it comes to online/social media?
  7. Social Media by definition More than anything, it’s the use of technology for the real-time sharing of information among millions of people!! Connecting People and RECONNECTING people Growth of Twitter – we’ve talked about it for years!
  8. This table outlines the concept and transition well. Where have we come in 10 years? It used to be a one-way electronic “brochure” of information. Now, it’s engaging people, influencing action, etc.
  9. Perception of Social Media has changed – everyone is using it! You cannot ignore the potential outreach (Google is #1) (Yahoo #2)
  10. Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community Video now bigger than Search: 12 Billion Videos per month vs. 10.5 Billion searches conducted 78.6% of total U.S. Internet audience viewed online video. Average video viewer watched 385 minutes of video, or 6.4 hours 107.1 million viewers watched 6.8 billion videos on YouTube.com (63.5 videos per viewer) The duration of the average online video was 3.5 minutes
  11. Phenomenon To audience: Who HASN’T heard of Susan Boyle?
  12. To Audience: Have you heard of Broadcast your cause? Specifically built for Nonprofits
  13. Catholic Relief Services
  14. A week later, they changed the Subject Line (gave sense of urgency) Added hotspot text (taking end-user back to online giving page) Added emotional video appeal (Only a link to the video – on Youtube) Raised $112K
  15. Continuously changing content of the letter Multi-channel communications (Facebook – “keep an eye out for our e-mail”)
  16. YouTube Takeaways “ SHOP” Others Identify a few constituents who would like to share their story with others & record a few different testimonials each year Integrate with your website and eNewsletter blasts Get Creative!!
  17. Difference between Personal Page & Organizational/Cause Page
  18. Group/Fan Pages =Tool for gathering people w/ like interests Ask supporters to start groups related to your Charity
  19. Guy was a nightclub director – over indulging in the lifestyle and one day decided to found an organization “Charity: Water” which allows donors to sponsor wells in 3 rd world countries
  20. Started the org on a Social Network platform Used the same tools they were using as a nightclub
  21. Give donors the ability to see tangible results (Google Earth)
  22. Masters of communicating with supporters
  23. Done with a limited staff size
  24. Jay’s major giving at Butler story.
  25. What information do you want to know “at a glance” about one of your constituents?
  26. Does your organization track relationships in your “database” now?
  27. Story Idea: Riley or Make-a-wish radio-a-thons
  28. Besides social media platforms, communications in general have seen a HUGE transition. Donors still expect to be communicated with. The obvious answer for most seems to be E-mail.
  29. To add a little more insight into today’s typical supporter… We’ve seen a lot of changes in habits
  30. A lot of groups we talk to are still in the infant stages of collecting e-mail addresses and taking advantage
  31. This is why your E-mail list MUST be connected to a database. Otherwise, the segmentation opportunity is not there
  32. We’re sending them as an HTML-formatted e-mail Talk about reporting and click throughs
  33. To audience: Has anyone here ever tested a mass e-mail on your PDA’s or handheld devices?
  34. Something tangible – a plan of attack you can take home and use