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Cfp workshop e marketing ecommerc edatabase 2


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  • Landing pages are a natural extension of email, regardless of messageSo what is a landing page?A web page that appears when a user clicks on a link in an email, online advertisement, etc. Also known as a “jump” page or a lead capture page.Will usually display content and imagery that is a logical extension of the original driver.The goal of most landing pages is to persuade a visitor to complete a transactionFor promotional emails, landing pages give another opportunity to convince readers to take action.For informative or retention emails, landing pages are a great way to provide additional content without cluttering the email.Landing page effectiveness is most often measured by conversion rateConversion rate = % of visitors who completed the desired action. You should test landing page elements like you would test email or direct mailOnce you have a strong “control” package for the email (opens/clicks), work on the landing page. You should see an increase in conversions over time.
  • Mobile messaging/reading is on the rise and mobile email users tend to be young and wealthyAccording to, "64% of key decision makers are viewing your carefully crafted email on their Blackberrys and other mobile devices ... And, chances are, your email looks downright awful.“
  • As you can see, there are many ways to interact with those who are visiting your website. You want to be able to give your visitors something but also get something from them in return. Imagine how big your donor base would be if you had the contact information for everyone who visited your website. A simple ‘ask’ is sometimes all you need.
  • In our presentations and speaking opportunities around the country, we have found this to be true almost everywhere we go. We all use – and like to use – the Internet for ecommerce, but we often don’t give our donors the same opportunity.
  • Once the donor completes the donation page, their gift transaction is sent to our processing partner IATS-Ticketmaster, who verifies the gift and notifies the donor. All while the transaction is tracked back to your eTapestry database.
  • With Personal Fundraising you take advantage of viral fundraising (one of the fastest growing and easiest ways to raise funds) by creating events/fundraisers/projects in eTapestry that generate a website where individuals who support your organization can create a team, support a cause, make a donation, etc. all by creating their own personal webpage and sending the link to family and friends.
  • You have an option to register teams, create a team, join a team…
  • Team:You can create your own text for what your events is about, even including picturesParticipant:And your participants can create their own fundraising pages.Creation of a Personal Fundraising site generates a unique URL link that your participants can sent out to their friends and family who will then go online and give a donation. The donations are automatically entered into you eTapestry database and the thermometer on the page is updated to reflect how much has been raised in relation to the goal.
  • Your organization, the team and/or the individual can keep up to date with their own fundraising pages to monitor the progress. In addition to events like a 5k race, some common uses of the fundraising modules are small fundraisers held by your supporters, missionary support and special campaigns.
  • Additional tools include a spam analyzer to insure high deliverability, as well as a scheduler.
  • Catholic Relief Services
  • 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
  • Continuously changing content of the letterMulti-channel communications (Facebook – “keep an eye out for our e-mail”)
  • Surveys show one of the most common requests of fundraisers is the ability to get useful reports - easily. We provide a variety of pre-built reports – not an overwhelming number of them, but those that we know are most used by nonprofits. So lets see how they work. Say you would like to get a report of some of your top donors.
  • Want to learn more about your top donors? Simply conduct your search in the eTapestry database and double click on the donors name. From here you will be able to see everything about your donor, including the last time they gave, how much the gift was for, where it was allocated to, email newsletters your donor has received etc.
  • Part of better recordkeeping is being able to manage all the different complexities of relationships, interactions, communications, and future events. eTapestry is designed to be your central data source for all these things.Customize for your vertical eg. Mission Trips, Grateful Patients
  • As a fundraiser, you understand the value of relationships, and the value of knowing how donors are connected so we have created relationship links for each account in your database.
  • That link lets you identify – and see – who this account has a relationship with. It can be any variety of relationships you see here.
  • Which displays a “relationship tree” allowing you to see how your database accounts are connected to each other. If you are doing major gift fundraising, this is essential to your success.
  • This quote explains the exact idea behind our journal page. The journal page details every interaction I have had with an account
  • We have all been using Microsoft Outlook for years in our daily emails. We have simplified the communication efforts when using eTapestry with our Outlook Integration offering. This module allows you verify the account you are communicating with and the communication it is automatically added to the appropriated journal in your eTapestry database directly from Outlook.
  • From this page I can add new items regarding contacts with this account. In this case I see I had a lunch meeting with John and I need to schedule a follow-up. So I choose calendar item from my list…
  • …and it allows me to set an appointment for a follow up meeting.
  • My calendar events also display on my welcome page when I log in, alerting me to the activities I have scheduled.
  • We have used the word “TrueCRM” a lot through out this presentation, I hope now that you have a better understanding of what CRM is and we have successful shown you how eTapestry can help provide this solution. To Recap, TrueCRM is a single solution, one that combines these components into one so you can cross-reference this information, eliminate data silos, and really start to use this information and knowledge you are gaining to better align your strategies with where you want to be in the future.It’s important to note though that this integration is not merely data flowing back and forth between your data base, website donors etc. As demonstrated, it’s what you do with the knowledge you gain and how you turn it into action that makes an impact.Let me show you an example of True CRM and how important it is to see a complete, holistic view of your supporters.
  • Transcript

    • 1. eMarketing / eCommerce / eDonor Database
      Connecting the dots to better Constituent Relationship Management
      Your presenter:
      Barry Weaver
      Account Executive
      Faith Based Organizations & Foundations
    • 2. Agenda:
      eTapestry, A Blackbaud Product and Company Overview
      Your nonprofit
      How many are you tracking and how are you tracking them?
      Building a strategic solution
      Total CRM
      Reports, Analysis and Strategy
    • 3. 5 Reasons You Need a Software Solution and a Technology Partner
      You need to move beyond business as usual; despite the economic climate
      You need to drive results
      You need greater efficiencies
      You need increased productivity
      You need greater reporting
    • 4. Building out your strategy with eTapestry: Acquisition Cultivation
    • 5. Donor DatabaseeCommerce Advanced Email Website
    • 6. Are your website and database integrated?
      Integration directly into your database
      Requires no additional manual entry
    • 7. Online Strategies
      Brochure & Content Management Sites
      Social Media
      Online Giving & Engagement
      Ways to Give
      Recurring Gifts
      Event Registration
      Volunteer Registration
      Donor/Member Login
      Personal Fundraising
      Friends asking Friends
      ‘A – thons’
      Mission Trips
      Special Projects
      Selling Items
      Free Information
    • 8. A Quick Survey
      What do you check first after lunch?
      How many have:
      Smart Phone b. Facebook/LinkIn/My Space account c. Twitter account d. Your own blog or podcast
      What % of your constituents?
      a. Are email active b. Are Social Media active c. Made a text or on-line donation to Haiti
      Does anyone on your board want YOU to harness the Web?
    • 9.
    • 10. The Rules Still Apply
      (It’s all about relationships…not technology)
    • 11. Use All Your Tools Together
      In Person Meetings
      Your Web Site
      An Integrated Strategy
      Text Messaging
      Social Networking Sites
    • 12. A Quick Survey
      What % of your names have email addresses
      How many collect them on Web Site? Where?
      How often do you communicate via mass email?
      Do you have a written email strategy?
    • 13. Copyright 2002 - Gilbert Research
    • 14. Why Has Email Become So Important?
      People are busy…they want to communicate/interact on their own time
      Email is inexpensive…or at least it seems that way
      Email provides virtually instant access to friends and supporters
      Email is a great equalizer
      Email is measurable
    • 15. Today’s Supporter
      Reads email before snail mail
      More comfortable online
      Busy, satisfies on their schedule
      Expects information to be personalized
      Expects immediate feedback
      Demands information on progress
      Wants a way to share with others
    • 16. The Market is Noisy
      • You must be relevant!
      • 17. You must be meaningful!
      • 18. You must be personal!
    • Grow Your List Online
      Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures
      Use Search Engine Optimization/Marketing to increase traffic and subscriptions
      Investigate alliances or partnerships with similar or complementary organizations to reach common supporters
    • 19. Grow Your List Offline
      Ask for email addresses at every touch point
      Include your website address on all printed materials
      Offer an incentive to collect
    • 20. Now that I have permission…
      Hook them early, and keep them engaged over time
      Optimize the welcome message
      Send personal follow up message
      within a week (or less)
      After a few months of active email, survey lists to see if you are meeting expectations
    • 21. Why Segmentation is Important
      Segmentation breaks your audience into manageable parts
      If the goal is building relationships, it helps to know who you are talking to
      More targeted messages
      If you don’t segment, you are treating every one of your recipients like they are the exact same type of person
    • 22. How Important is that Header?
      80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message
      73% based that decision on the "From" name
      Source: 2007 Email Sender and Provider Coalition (ESPC) study
    • 23. Use Landing Pages to Increase Conversions
      So I got them to click…now what?
      Landing pages are a natural extension of email, regardless of message
      The goal of most landing pages is to persuade a visitor to complete a transaction
      You should test landing page elements like you would test email or direct mail
    • 24. Example Landing Page
    • 25. Designing for Mobile Devices (50%+)
      Mobile readers are more likely to scan your email rather than reading
      Include compelling call to action in the first 15-25 characters of your subject line
      Avoid “top heavy” images in the design
      Use “alt-tags” on images
      In addition to testing email browsers, test messages in handheld devices
    • 26. # Unsubscribes
      (Sent – Bounced)
      # Unique Clicks
      (Sent – Bounced)
      # Unique Opens
      (Sent – Bounced)
      (# Sent – Bounced)
      # Sent
      # Actions Completed
      Unique Responders (Clicks)
      # Actions Completed
      (Sent – Bounced)
      The Metrics that Matter
      Deliverability =
      Open Rate =
      Clickthrough Rate =
      Unsubscribe Rate =
      Conversion Rate = or
      Source: Email Marketing by the NUM8ERS
    • 27. Professional Email is Economical
      5,000 emails $99 .02
      25,000 emails $400 .016
      50,000 emails $650 .013
      100,000 emails $1000 .01
      250,000 emails $2000 .008
      500,000 emails $2500 .005
      Plus 3 - 20 times the success in delivery!
    • 28.
    • 29.
    • 30.
    • 31.
    • 32. Use All Your Tools Together
      In Person Meetings
      Your Web Site
      An Integrated Strategy
      Text Messaging
      Social Networking Sites
    • 33. “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
    • 34. They’re at your website, now what do they do?
      Can they engage?
      Can they add content?
      Is there a reason to return?
      Your goal – to get something from them!
    • 35. Keys to Building a Successful Web Site
      1. Learn from your content
      (Start with Google Analytics to see how many unique visitors you have, how they found you, what they viewed, where they stayed the longest, and what content produced actions.)
      2. Make your content easy to consume
      (Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.)
      3. Make your content ever changing
      (Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.)
      4. Make your site easy to find
      (Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)
    • 36.
    • 37. Email Strategy at Work!
    • 38.
    • 39. Web Site, Before, After, and After!
    • 40. Websites
      Content Management System (CMS) and Brochure websites
      Your website is the first place a donor will go to get information on your organization and it takes less than a minute to gain or lose a possible donor
    • 41. Do you have an online strategy? Whatis happeningwhen? Get involvedSocial MediaDonateonlineContactusUpcoming events
    • 42.
    • 43.
    • 44. Did you know?
      Over 95% of Internet users will give a donation via the web this year
      But…. Only 40% of nonprofit organizations offer an online donation page
    • 45. Easy to find online giving is a must!
    • 46. The donor will complete the online giving page
    • 47. The gift is automatically processed and tracked through your database and the donor is notified and thanked for the successful transaction
    • 48. The results
      Convenience for the donor
      Gift is automatically deposited and put to use by the nonprofit
      Automatically recorded in your database
      Donor is acknowledge and thanked immediately which makes the donor more likely to continue to give to your organization
      Clean accurate data/results
    • 49.
    • 50.
    • 51. Honor & Memorial Gifts, Matching, Recurring name it.
    • 52. Personal Fundraising
    • 53. Personal Fundraising
    • 54. Personal Fundraising
      Team page and participant page views are editable
    • 55. What’s New | Personal Fundraising“I think the personal fundraising page had a huge impact on our success.” “We've received feedback that it was very donor friendly. Thanks a lot!”
      eTapestry records the number of times a site was shared through these Share links on each social
      networking site, as well as the number of times individuals clicked on the shared link.
      Share to your Social Networking Sites!
    • 56. Quick to produce in times of emergency
    • 57. Mission Trips
    • 58. Individuals raising support
    • 59.
    • 60.
    • 61.
    • 62. Are your communications integrated?
      Integration directly in/out your database
      Online & Offline Communications
      Cut down on mailing, administrative time & costs
      Accessible from mobile phone, laptop, home computer
      Measureable results
    • 63. Online & Offline Communication – all in one
    • 64.
    • 65.
    • 66.
    • 67.
    • 68.
    • 69.
    • 70. Did you know?
      Email cultivation is more effective and cost efficient in reaching your supporters.
      So why would you pay more (direct mail) to get less?
    • 71. Email & Ecommunication
      Advanced email solutions provide a fully integrated email tool that includes spam checking and scheduling
    • 72. What does fully integrated mean to you?
      Our detailed email delivery reports will provide everything you need to measure your results
    • 73. What does fully integrated mean to you?
    • 74. Add enewsletters, events, links to Social Networking Sites
      eTapestry records the number of times a site was shared through these Share links on each social
      networking site, as well as the number of times individuals clicked on the shared link.
    • 75. Real Life Example….
      Dec 11:
      Subject line:
      Urgent Appeal: Your gift to CRS is vitally important!
      Straight Appeal
      Static donation form
      Raised $112k
      Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
    • 76. Dec 29:
      Subject line:
      Only 48 hours left to make a tax-deductible gift!
      Added “hotspot” text
      Added video message from our president (that plays right on the donation form)
      Added a strong pull-quote
      Raised $112k
      Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
    • 77. Dec 31:
      Subject line:
      Final Deadline: Last chance to make a tax-deductible gift
      New “hotspot” text
      Kept video message from our president
      New pull quote
      Raised $119k
      Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
    • 78. The importance of reporting:
    • 79. The importance of reporting:
      Drill down capabilities
    • 80. The importance of reporting
      • Multiple output options
      • 81. Scheduled and delivered to yourself or anyone
      • 82. Strategic & focused to help you build relationships and donor loyalty
    • Improve donor retention
    • 83. Benchmark your results
      • Against your self or groups like you to measure progress, trends, areas to focus on
    • Since we know how important reporting is, we will guarantee you better recordkeeping abilities to track what is important to your nonprofit like:
      Grant Tracking
      Donor/Prospect Interactions
      Occupation, Interests
      Future Cultivation Strategy
      Matching Gifts/Soft Credits
      Pledge Schedules
      Recurring Gifts
      Custom Fields for your unique needs
      Events & Event Attendance
      Email Communication
      Communication Preferences
      Family/Business Tracking
      Planned Gifts
      Volunteer Skills, Hours
      Split gifts
      Education, alumni information
      Program tracking
    • 84. Modules
      Each module below includes pre-determined list of User Defined Fields that we will insert into your database and we’ll auto-magically also create important Queries and Reports to complement those new fields.
      Volunteer Management, Planned Giving, Grant Tracking & Membership Packages Include:
      Pre-consultation questionnaire filled out to identify client’s current volunteer program & process
      Donor User Defined Fields
      Journal User Defined Fields
      Pre-built Queries & Reports
      1hr walk-thru with Consultant to review the module bundle (UDFs, Queries, Reports)
      30 minute data entry simulation
      1-2 page documentation(left with client)
    • 85.
    • 86.
    • 87. Relationship Management:
    • 88. Relationship Management:
    • 89. Relationship Management:
    • 90. Relationship Management | Contacts
    • 91. Relationship Management | Outlook Integration
    • 92. Relationship Management | Outlook Integration
    • 93. Relationship Management | Outlook Integration
    • 94. Relationship Management | Outlook Integration
    • 95. Relationship Management |Total picture of your constituents
    • 96.
    • 97.
    • 98. Fundraising
      Project, Grant,
      Donor Cultivation
      Data Analytics
      Moves Management
      Online Transactions
      Direct Mail
      Web Strategy
      Email Marketing
      Content Management
      eTapestry can help you achieve
      your fundraisings goals offering
      you a tool for every
      aspect of the
      TrueCRM offering.
    • 99. Questions?