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Embracing Technology As A Nonprofit- DC Seminar 9.9.09



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  • Economy a hot button now and it seems to be sort of the underlying theme in most presentations these days. Forcing organizations to change the ways of thinking and operating In our experience, a lot of gloom and doom, but we are already starting to see that organizations that are forging ahead and continuing to invest in their mission are beginning to emerge Open the floor for opinions on how the economy has affected overall giving
  • Studies show that people are still giving – although they might be changing the WAY they give, which you need to be aware of and understand how to interact and follow-up We’ve also seen a significant increase in Online Donations. Not sure how much that is connected to the economy but people are more inclined than ever to find out about you and support your mission onlineTo audience: Have you stopped giving? Have you changed the way you give?
  • If you build it, will they come?Having a website is first priorityKey steps to building/maintaining a successful website
  • 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
  • points you to a wide variety of activities that you can do yourself to increase the number of places your business will be found online;organizes those activities with a convenient online to-do list so you can structure your work;provides automated reports to measure your progress.
  • Now they are the creators of content
  • 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?
  • Social Media by definitionMore than anything, it’s the use of technology for the real-time sharing of information among millions of people!!Connecting People and RECONNECTING peopleGrowth of Twitter – we’ve talked about it for years!
  • 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.
  • Umass and Dartmouth joint study of the 200 largest charities in the US
  • Perception of Social Media has changed – everyone is using it!You cannot ignore the potential outreach(Google is #1)(Yahoo #2)
  • Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the communityShow clips from EVENTSVolunteer activitiesTEstimonials
  • Viral EffectVideo can elicit emotion How many of you have forwarded a video? Laughing and Crying---powerful emotions Think about this: read in your thank you letter that the kids loved the new playground that your money went towards….how cool would it be to have a link to a video on the website? Would you forward?
  • PhenomenonTo audience: Who HASN’T heard of Susan Boyle?
  • To Audience: Have you heard of Broadcast your cause? Specifically built for NonprofitsPremium branding; increased uploading capabilitiesRotation of videos in “promoted area”Option to use google checkout to drive fundraising
  • Catholic Relief ServicesYear end campaign—went out to 100,000 people so yes, big campaign….but let’s look at the concept
  • 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”)
  • Difference between Personal Page & Organizational/Cause Page
  • CAR WASH! Half people are washing cars….what are the other half doing??? Social media are your Fools out there drawing people back to your website!
  • 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 3rd world countries
  • Started the org on a Social Network platformUsed the same tools they were using as a nightclub
  • Give donors the ability to see tangible results (Google Earth)
  • Masters of communicating with supporters
  • Interactive Tweeting on website – the reach was amazing/innovative
  • Done with a limited staff size
  • Katie’s last slide is a segue right into mine… ecommerce and social media (tips for connecting with donors)
  • Use customer as testimonial (if they are using eCom)
  • Change the page by where you go for the seminar.
  • Information flows into database seamlessly & in real-timeFuture gifts, contacts, and reminders can start to be tracked immediately.
  • Story Idea: Riley or Make-a-wish radio-a-thons
  • Coming back to the viral conceptSchool on Wheels—Indianapolis; had 8 buildings compete against each other raised 40,0000
  • To audience: Does anyone sell items/tickets on your website?
  • How would you continue the relationship with this constituent?
  • Jay’s major giving at Butler story.
  • What information do you want to know “at a glance” about one of your constituents?
  • Does your organization track relationships in your “database” now?
  • segue: H
  • 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.
  • To add a little more insight into today’s typical supporter… We’ve seen a lot of changes in habits
  • A lot of groups we talk to are still in the infant stages of collecting e-mail addresses and taking advantage
  • This is why your E-mail list MUST be connected to a database. Otherwise, the segmentation opportunity is not there
  • With eTapestry, our philosophy is to make EVERYTHING work together in regards to building and sending these e-mails.
  • We’re sending them as an HTML-formatted e-mail
  • In the database, you get reports with complete click-through statistics
  • To audience: Has anyone here ever tested a mass e-mail on your PDA’s or handheld devices?
  • Something tangible – a plan of attack you can take home and use


  • 1. Embracing Technology as a Nonprofit:
    5 Easy Steps
    Brooke Csukas
    Account Executive, eTapestry Division of Blackbaud
    September 9, 2009
  • 2. What is our history?
    • Founded by former execs of MSC
    • 3. First “Software as a Service” solution for nonprofits in 1999
    • 4. 6,000+ Nonprofit clients worldwide
    • 5. Became part of Blackbaud-August 2007
  • Agenda
    Optimizing your Website
    Attracting Donors/Support through Social Media
    Collecting Information on the Web
    Making your Database Work for You
    Communicating with New/Existing Donors
  • 6. How is the Economy Affecting Giving?
    Image Source:
  • 7. How is the Economy Affecting Giving?
    52.3% of donors are still planning to give the same amount or more in donations for 2009—only 17% are planning to give LESS
    Donors plan to give less through direct mail, telemarketing, door-to-door canvassing and MORE through online giving and in kind gifts instead of cash
    *Overall Online Gifts have increased 26% in 2008
    Source: Philanthropy In A Turbulent Economy: Penelope Burk
    March 2009
    * Source: NTEN Benchmark Study 2009
  • 8. The Rules Still Apply
    (It’s all about relationships…not technology)
  • 9. Web Site Optimization
    • 75% of donors will check your website before making a gift whether it is Online/Offline
    • 10. If Relationships are Built on Communications . . . Set yourself up for success!
    • 11. A Few Key Changes can Make a Huge Difference
    • 12. Your website = tool for engagement
  • Web Site Optimization:
    Before, After, and After!
  • 13. 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!)
  • 14.
  • 15.
  • 16. Top Ten Traffic Sources
  • 17.
  • 18.
  • 19. Google Grant/Sponsored Links—How to increase your web presence/visibility
  • 20. They’re at your website, now what do they do?
    Can they engage?
    Can they add content? (Web 2.0)
    Can they give or volunteer?
    Your goal – to get something from them!
  • 21. Keep it simple & Make Integration a Focus
    Use Email
    Gather Information
  • 22. Do you have an Online/Social Media Strategy?
    Social Networks
    E-mail Campaigns
    Google Adwords
    Media & PR
    Banner Ads on Homepage, Blog and eNewsletter
    Integration with Direct Mail
  • 23. What is Social Media?
    Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers.
    Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.
    Source: Wikipedia, 2009.
  • 24.
  • 25.
  • 26.
  • 27. Food for Thought….
    Top 5 Most Visited Websites in the United States:
    Facebook is #3
    YouTube is #4
    MySpace is #5
    (Twitter is #14)
  • 28. YouTube!
    • Allows you to attract more traffic to your website
    • 29. Videos can easily be posted on website or as a link within an eBlast or eNewsletter
    • 30. FREE service to increase your visibility
    • 31. Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents
  • April 2009 Data comScore Video Metrix Service
    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 (63.5 videos per viewer)
    The duration of the average online video was 3.5 minutes
    Source: BrightRoll
  • 32. Video is a Magnet forYour Web Site!“Most viral videoof all time!” Could her storybe told in any other manneras strongly?
  • 33.
  • 34.
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. The Results…
    Was CRS’s most successful online fundraising campaign to date (non-emergency).
    Three e-mail messages in this campaign (based on a direct mail piece)
    Posts on social networking sites advertising campaign
    Coordination with Google AdWords
    This campaign raised $594k online.
    Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
  • 39. 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!!
  • 40. FACEBOOK
    What is Facebook??
    A FREE, online social networking site that connects people through online communities
    Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.
    Non profits can use Facebook to:
    Share your story
  • 41. FACEBOOK Users
  • 42. FACEBOOK Pages
    Personal Page= Your Organization’s Official Page on FB
    • Invite colleagues, board members, and friends to become fans
    • 43. UPDATE often
    • 44. Start Conversations
    • 45. Brand your page
  • FACEBOOK Pages Cont…
    Facebook CausePage=Online Donation Tool (application) on FB
    Also a Peer-to-Peer Fundraising Page since anyone can start/create a cause
    • Brand & Link to your Page
    • 46. Provide Clear FR Goals
    • 47. Give Supporters Updates on your Progress
  • FACEBOOK Pages Cont…
    Group/FanPages=Tool for gathering people w/ like interests
    • Ask supporters to start groups related to your Charity
  • 48. FACEBOOK Takeaways…
    Real Life Application
    The Nature Conservency’s “Lil Green Patch” Case Study
    Built a cause page on FB to attract users to support the Adopt an Acre program to conserve rainforests in Costa Rica & fight global warming
    20K new cause members and $33K in support since Feb 2008
    These results will most likely NOT be the case for your organization…
    HOWEVER, creating an online, Facebook presence will not hurt
    Creating a group of fans/people that advocate for your cause WILL increase your giving and support
    Have an intern or student volunteer create these pages foryou—they typically have the most knowledge and insight into what will sell to their generation of internet users!
  • 49. Flickr, Podcasts, Message Boards, Blogs
    Flickr—Photo Sharing Application
    Podcasts—Short recordings about a variety of different topics that can be purchased, downloaded for free, or posted on a web page
    Message Boards—A segment of a website that hosts an open discussion amongst users
    Blogs—A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followers
    Personal Blogs=Online ‘Diary’
    Organizational blogs=Information sharing/News Updates
  • 50.
  • 51.  
  • 52.
  • 53.
  • 54.
  • 55. The Power of Twitter
  • 56. Social Networks: Hints for Success
    It is not FREE, resources are required
    Being present is not enough, engage
    Be authentic, otherwise you will be exposed fast
    Endorsements matter, think forwarded emails!
    Have something to say, must be regular or it dies fast
    Stephanie Miller, Email Insider, 2009
  • 57. Real Life Story via the “New York Times”…
  • 58. “Web Site Story Continued”
    Charity: water
    * 11 Employees
    on Twitter
    * 500 Donors Cover
    all Admin Costs
    * Donors can Locate
    Their Well on Web
    via Google Earth
  • 59. “Web Site Story Continued”
    Charity: water
    * Raised $250,000
    via Twitterfest
    * Raised $965,000
    via Sept. Birthdays
    * Tons of Video
    * Easy to Engage
    * Giving is Joyous
    * Infectious with
  • 60.
  • 61.
  • 62.
  • 63. charity: water
    Was the $250,000 raised via Twitter the key fact?
    Was the $975,000 raised from Sept. birthdays the key fact?
    Is the way they have harnessed web/video technology the key?
    How about how they show impact via Google Earth?
    Communicating daily w/ 500,000+ followers!
  • 64.
  • 65. Collecting information on your website
    Ecommerce / Online Giving
    Personal Fundraising
    Shopping Cart
  • 66. Ecommerce & Online Giving
    Important Functions of your Online Donation Page:
    Integrates directly into donor database
    Requires no additional manual entry
    Are your website and database integrated?
  • 67. Ecommerce & Online Giving
    • After selecting eTapestry in 2008, One Brick was able to increase its annual giving goal by $10,000. The goal was attained and then passed by $6,000.
    • 68. The eTapestry solution has enabled staff to send emails from the CRM solution and increase the organization's reach.
  • Ecommerce & Online Giving
    Can we take it to the next level?
  • 69. Ecommerce & Online Giving
  • 70. Online Giving with Recurring Gifts
    Process recurring gifts directly from your ecommerce webpage.
    Integrate into reporting and thank you letter processes seamlessly
  • 71. Online Giving with Recurring Gifts
    Recurring Gifts
    • Donors become investors
    • 72. Steady stream of incoming funds
    • 73. Larger amounts in total
    • 74. Amounts are more manageable by the donors
    • 75. Key ingredient to sustaining long term donors and constituent loyalty
  • Matching Gifts
    Does your organization have a Matching Gift Campaign?
    Do you know which companies in your area having a Matching Gift policy?
    How do you track which donors work for a Matching Gift corporation?
  • 76. Personal Fundraising
    Give your volunteers and members the opportunity to JOIN you in fundraising for the mission.
    Capture the information of everyone who donates for future solicitation.
    Does not have to be “event” related.
  • 77. Personal Fundraising
    Volunteers send an average of 40 emails.
    Almost all volunteers meet their fundraising goals.
    The average online donation through personal fundraising is $57.
    Source: Kintera
  • 78. Shopping Cart
    • Items/Tickets
    • 79. Customizable
    • 80. Registration Fulfillment
    • 81. Shipping/Tax
  • Shopping Cart
    • Capture demographical and purchase information.
    • 82. Personally manage items and inventory directly from the database.
  • Where does the information go?
    How do you track all of the information you know about a donor?
    Can you store their interests, historical conversations, and all contact points in one location?
    Is your institutional memory protected?
    What are the benefits to combining all this information into one location?
  • 83. Constituent Relationship Management
  • 84. Relationships
    How would tracking relationships increase your fundraising success?
  • 85. Reporting
    Last Year but Not This Year
    Some Year but Not This Year
    How does your organization identify Lapsed Donors?
    Can you run a report to tell you who the Top 10 donors are in your database?
  • 86. Reporting
    How do this year’s donors compare to last year’s?
  • 87. Database = Fundraising Tool
    Only works if used daily by all
    Must be consistent/accurate
    Powerful Memory Supplement
    Technology makes it easy
  • 88. On the Road
    Does your organization have multiple offices?
    Can you access your organizational data from anywhere?
    How do you track notes from major gift visits or events?
    What needs do your organization have for accessing your development database?
  • 89. Communications
    People are connected 24/7
    How can we be expected to communicate with so many people?
    How can we personalize our message?
  • 90. Why Has Email Become So Important?
    People are busy…they want to communicate/interact on their own time
    Email is inexpensive…
    Email provides virtually instant access to friends and supporters
    Email is a great equalizer
    Email is measurable
  • 91. Today’s Supporter
    • Reads email before snail mail
    • 92. More comfortable online
    • 93. Busy, satisfies interests on own schedule
    • 94. Expects information to be personalized
    • 95. Expects immediate feedback
    • 96. Demands information on progress/stewardship
    • 97. Wants a way to share experiences with others online
  • No Email List? No Problem…
    • Whether you have some contacts or are starting from scratch, anyone can grow a strong email list
    • 98. The three most important factors in effective email list-building are:
    • 99. Where and how you acquire the addresses
    • 100. How you welcome each new subscriber
    • 101. How you manage the relationship after the opt-in
    • 102. Source: EmailLabs
  • 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
    Advertise your newsletter/services/cause through a 3rd party list
  • 103. Grow Your List Offline
    Ask for email addresses at every touch point
    Instruct staff to capture email addresses over phone when appropriate
    Include your website address on all printed materials
    Offer an incentive to register (contest, raffle) to collect emails
  • 104. Now that I have permission…
    Hook them early, and keep them engaged over time
    Optimize the welcome message
    Send follow up message within a week (or less)
    After a few months of active email, survey lists to see if you are meeting expectations
  • 105. 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
    Segmenting your list will lead 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
  • 106. How to be a Good Sender
    In your messages, always include:
    The purpose; why you are sending it to the reader
    A clear way to unsubscribe.
    Consider offering alternative ways to receive emails, such as:
    Receiving newsletters monthly vs. weekly
    Change of address (home vs. business email)
    Sign up via RSS
    Link to your homepage
    Privacy policy
    Physical/street address of your organization
    Don’t get caught in spamtraps
  • 107. 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
    69% percent based the decision on the subject line
    Source: 2007 Email Sender and Provider Coalition (ESPC) study
  • 108. Use Landing Pages to Increase Conversions
    • So I got them to click…now what?
    • 109. Landing pages are a natural extension of email, regardless of message
    • 110. The goal of most landing pages is to persuade a visitor to complete a transaction
    • 111. Landing page effectiveness is measured by conversion rate
    • 112. You should test landing page elements like you would test email or direct mail
  • Example Landing Page
  • 113.
  • 114.
  • 115.
  • 116. Designing for Mobile Devices
    email (html)
    • Mobile readers are more likely to scan your email rather than reading
    • 117. Include compelling call to action in the first 15-25 characters of your subject line
    • 118. Avoid “top heavy” images in the design
    • 119. In addition to testing email browsers, test messages in handheld devices
  • A Few Email Design & Usage Tips
    Keep truly important items above the fold
    Ask subscribers to add your from address to their address book
    Host images on your web site rather than embedding them
    Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions)
    Develop your own writing style that readers will learn to love (people adore stories, so tell many . . . )
  • 120.
  • 121. What Now?
    1. Take a look in the mirror
    How do you stack up?
  • What Now?
    2. Plan
    Make it a priority
    • Set Aside Time for Review
    • 125. Add to Board Agenda
    • 126. Seek Professional Assistance
    (Most companies will help you do this at NO COST!)
  • 127. What Now?
    3. Continuous Evaluation
    Must be Measurable
  • What Now?
    4. Have Fun!!!
    • Try New Things
    • 133. Get Creative
    • 134. Share your passion for your mission!
  • What Now?
    1. How do we stack up?
    2. Written Plan
    3. Continuous Evaluation of Tools/Technology
    4. Have FUN
  • 135. Resources
    Getting Started with Facebook
    Beth Kanter Blog – How Nonprofits Can Use Social Media
    Jay Love Blog – CEO eTapestry --- Jay Love Twitter Page
    Blackbaud – Raising Money During Challenging Times
    Getting Started with Google Analytics
    LotusJump – Website Marketing Made Easy
    eTapestry Home Page
    Contact eTapestry for Guidance
  • 136. Questions?
  • 137. Thanks!
    Brooke Csukas