TEAMRAISER SITE AUDIT &        DO-IT-YOURSELF FUNDRAISING        OVERVIEW        American Red Cross – November 5, 2012    ...
DISCUSSION TOPICS   • Heroes for the ARC Usability Review (30 mins)       • Key Findings       • Recommendations   • DIY F...
H E R O E S C A M PA I G N T R A U D I T K E Y F I N D I N G S   Key areas identified to improve & enhance website     usa...
Currently, there is       FINDING THE HEROES PROGRAM FROM     no promotion or                                           li...
EVENT LANDING PAGE - CURRENT       How the page stands                                          today:                    ...
Eye-catching                                              rotating image                                              gall...
FILL IN TITLE                                         Example of a                                         more           ...
R E G I S T R AT I O N F L O W O P P O R T U N I T I E S1. Adopt NEW mobile-optimized Event Registration Flow2. Add abilit...
T H E M O B I L I Z AT I O N O F T E A M R A I S E R R E G I S T R AT I O N       • Responsive Web Design11/4/2012    Blac...
MOBILE OPTIMIZED EVENT REGISTRATION11/4/2012   Blackbaud Confidential   10
MOBILE - OPTIMIZED EVENT REGISTRATION11/4/2012   Blackbaud Confidential   11
MOBILE - OPTIMIZED EVENT REGISTRATION11/4/2012   Blackbaud Confidential   12
RESPONSIVE LAYOUT EXAMPLE11/4/2012   Blackbaud Confidential   13
RETURNING TEAMS FUNCTIONALITY FOR  HEROES  • Empower your past Heroes Team Captains to re-activate their team  profiles fr...
RETURNING TEAMS USER EXPERIENCE EXAMPLES11/4/2012   Blackbaud Confidential   15
11/4/2012   Blackbaud Confidential   16
ADD SUGGESTED GIVING LEVELS FOR  ADDITIONAL GIFT ASK                                          Consider adding             ...
ADDITIONAL GIFT ASK EXAMPLES                                          Option 2  Provide 1                                ...
SOCIALIZE USER LOGIN SCREEN                                     Add Social Login                                     funct...
SOCIAL LOGIN - OPPORTUNITY11/4/2012   Blackbaud Confidential   20
ADD CALL-TO-ACTION ON THANK YOU FOR  R E G I S T E R I N G PA G E                                          Include call-to...
TY FOR REGISTERING SCREEN EXAMPLES11/4/2012   Blackbaud Confidential   22
PA R T I C I PA N T C E N T E R O P P O R T U N I T I E S1. Enhance home page content to make it more dynamic and meaningf...
E N H A N C E PA R T I C I PA N T C E N T E R H O M E PA G ECONTENT                                                  Best ...
PA R T I C I PA N T C E N T E R H O M E PA G E E X A M P L E S11/4/2012   Blackbaud Confidential   25
PARTICIPANT CENTER EXAMPLE: CONDITIONAL CONTENT                                          This is content conditionalized f...
PARTICIPANT CENTER EXAMPLE: CONDITIONAL CONTENT                                          This is homepage content         ...
ADDITIONAL OPPORTUNITIES1. Activate Milestones (badges and/or dedicated milestone   emails)2. Implement coaching email ser...
MILESTONE: BADGES & EMAILS             • Reward/recognize participants for achieving milestone fundraising Fundraising   l...
MILESTONES: FUNDRAISING BADGE EXAMPLES11/4/2012   Blackbaud Confidential   30
MILESTONES: ACTION BADGE EXAMPLES11/4/2012   Blackbaud Confidential   31
COACHING, COACHING, COACHING11/4/2012   Blackbaud Confidential   32
SEGMENTATION, SEGMENTATION, SEGMENTATION                                             Team Captains                        ...
LAUNCH EVENT                                                                                                              ...
THE POWER OF TEAMRAISER’S COACHING EMAILS11/4/2012   Blackbaud Confidential   35
D O - I T- Y O U R S E L F F U N D R A I S I N G O V E RV I E W11/4/2012   Blackbaud Confidential    36
11/4/2012   Blackbaud Confidential   37
11/4/2012   Blackbaud Confidential   38
11/4/2012   Blackbaud Confidential   39
11/4/2012   Blackbaud Confidential   40
11/4/2012   Blackbaud Confidential   41
11/4/2012   Blackbaud Confidential   42
‘DO IT YOURSELF’ (DIY) FUNDRAISING       • Allow you to say YES more       • More people raising more money in the ways th...
IT’S ABOUT THE DIY HOST • High quality donor experience for the “host”    - Create a page with photos, updates, etc.    - ...
APPROACHES TO DIY EVENTS11/4/2012   Blackbaud Confidential   45
ALL INCLUSIVE11/4/2012   Blackbaud Confidential   46
SEGMENTED BY COMMUNITY VS. ATHLETIC IN       DIFFERENT CAMPAIGNS11/4/2012   Blackbaud Confidential   47
SEGMENTED BY COMMUNITY VS. ATHLETIC IN THE       SAME CAMPAIGN11/4/2012   Blackbaud Confidential   48
DEFINED OPPORTUNITIES TO FUNDRAISE11/4/2012   Blackbaud Confidential   49
FUNDRAISING FOR A MILESTONE11/4/2012   Blackbaud Confidential   50
DEFINED FUNDRAISING DAY11/4/2012   Blackbaud Confidential   51
NATIONAL MS SOCIETY        DO IT YOURSELF FUNDRAISING        Review of DIY TeamRaiser Campaign        Nancy Palo, Senior C...
“We saw a lot of innovation in Do-It-Yourself            fundraising without the technology to support it and            r...
CHALLENGES       •    Our constituents who did not want to participate in one of our traditional            fundraising ev...
THE PROCESS       • We engaged with Strategic Services to develop the Do-It-Yourself         fundraising campaign strategy...
T H E R E S U LT S11/4/2012   Blackbaud Confidential   56
ONE PLATFORM FOR ALL DIY FUNDRAISING11/4/2012   Blackbaud Confidential   57
BLUEPRINTED FOR 45 AFFILIATES BY ZIP CODE11/4/2012   Blackbaud Confidential   58
THE RESULTS CONTINUED       •    Launched a national campaign on 45 TeamRaisers with one consistent            brand all o...
FEEDBACK FROM AFFILIATES       • We have had a lot of success with those volunteer fundraisers willing         to meet wit...
MARK YOUR CALENDARS FOR       PEER-TO-PEER BOOT CAMP NOVEMBER 6-8, 2012!       Boot Camp will help you:       •    Adopt a...
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American red cross heroes site audit and diy concept overview 11 5_12

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  • Event Landing Page example
  • Event Landing Page example
  • The program is using the new responsive registration layout that was released this Summer. This layout (which ACS is not yet using for any of its programs) represents a complete rework of the entire registration flow. It uses modern, standards-compliant HTML, with div-based layouts in lieu of the old table structure, and brand new stylesheets which are written to adjust the width of the registration form based on the available screen size.We rolled the responsive layout out with the launch of the Kids Walk website (which JDRF has just migrated to TeamRaiser from another platform) because, with little to no customization by ourteam, out-of-the-box it is much more visually appealing, regardless of what device you’re on. We haven’t yet, however, done anything to optimize the presentation on phones or tablets. Reason being that the JDRF page wrapper itself needs to be revised so that, like the registration form, it responds to various screen sizes. For example, the top navigation should likely be vertical rather than horizontal on a phone, and the right rail should be hidden to allow more horizontal space for the form. Those changes won’t be coming until later.
  • This example has perhaps too many levels, but suggesting at least 3 levels can inspire a participant to donate at time of registration.
  • For most of us, if I asked you for username and passwords for various sites, we couldn’t remember them. We’d have some guesses, try a few times, but may never remember. Now if I ask what’s your username and password for FB or other favorite social networks, we can remember those.The Gigya platform, which is free to all TR clients, makes it as easy as just remembering your favorite social network user name and pwd.Advantages already logged in and connected to their social network – Know their passwords for these so they don’t have to remember multiple passwords and get frustratedLogin is no longer limited to Facebook, but also now allows users to use their FB, Google+, LinkedIn, Twitter, and Yahoo logins
  • It is imperative to keep registered participants engaged from the time they register until the day of the event and beyond. Wherever possible, we should aim to educate participants about fundraising and reward them for their achievements. Coaching emails are one of the ways we can continually coach participants to higher levels of fundraising.
  • When discussing the coaching channel -- we need to think about segmentation and our different audiences. It’s much simpler for coaching – we’ll have 2 tracks, team captains and all other participants. Regardless of audience, we want to make sure that everyone has the tips and tools they need to hit the ground running.
  • “getting your house in order,” which includes multiple channels – milestones, autoresponders and suggested messages, recruitment channel and coaching channel
  • All of our recruitment and coaching emails can live in one place. We can use TeamRaiser’s Coaching Emails tool to setup all of the emails we need to send.
  • Section header
  • There are bike programs
  • There are a ton of Walkor run programs. But guess what, not everybody is excited about showing up on the day you picked, in the place you picked for your activity. That doesn’t mean they’re not excited about raising money in other ways.
  • Alex’s Lemonade stand started as one person wanting to help cure cancer by selling lemonade
  • Some people like to play poker
  • Other people like to organize an activity with their close friends and family
  • That’s great, but if there’s just you, you can’t support all the ideas for individual events.
  • TITLE SLIDE.
  • Section header
  • American red cross heroes site audit and diy concept overview 11 5_12

    1. 1. TEAMRAISER SITE AUDIT & DO-IT-YOURSELF FUNDRAISING OVERVIEW American Red Cross – November 5, 2012 Deepa Karani, Senior Solutions Consultant11/4/2012 Footer 1
    2. 2. DISCUSSION TOPICS • Heroes for the ARC Usability Review (30 mins) • Key Findings • Recommendations • DIY Fundraising Overview (30 mins) • What is it? • Industry Trends • Case Study11/4/2012 Blackbaud Confidential 2
    3. 3. H E R O E S C A M PA I G N T R A U D I T K E Y F I N D I N G S Key areas identified to improve & enhance website usability: 1. Refresh event landing page 2. Enhance registration flow 3. Coach and cultivate Team Captains differently from Individual Participants 4. Activate key functionality (Milestones, Returning teams, Social Share, Social Login)11/4/2012 Blackbaud Confidential 3
    4. 4. Currently, there is FINDING THE HEROES PROGRAM FROM no promotion or link to the ARC ARC HOME PAGE Heroes program. Is it purposefully not an evergreen fundraising program or does it run a certain time of year? Add a direct link under „Ways to Give‟ or a dedicated widget so its intuitive for a participant or donor to get to the signature Heroes event page.11/4/2012 Blackbaud Confidential 4
    5. 5. EVENT LANDING PAGE - CURRENT How the page stands today:  Functional  Simple to navigate  Most best practices are being applied Enhancement Opportunities: 1. Make it SOCIAL 2. Enhance prominence of info buttons (red bar) 3. Recognize Top Teams 4. Refresh campaign fundraising thermometer11/4/2012 Blackbaud Confidential 5
    6. 6. Eye-catching rotating image gallery Info buttonsSocial Share and actionempowers buttons aresupporters to easy to readvirally promote and identifyeventSocial plugin Topincreases Team/Participantrelevancy with recognitiondynamiccontent Modern event thermometer 11/4/2012 Blackbaud Confidential 6
    7. 7. FILL IN TITLE Example of a more contemporary event landing page. Less content – heavy with more graphical appeal and focus on key action opportunities.11/4/2012 Blackbaud Confidential 7
    8. 8. R E G I S T R AT I O N F L O W O P P O R T U N I T I E S1. Adopt NEW mobile-optimized Event Registration Flow2. Add ability to reclaim teams3. Add suggested giving levels for Additional Gift ask4. Add Social Login option5. Enhance TY for Registering screen to include coaching content on what to do next11/4/2012 Blackbaud Confidential 8
    9. 9. T H E M O B I L I Z AT I O N O F T E A M R A I S E R R E G I S T R AT I O N • Responsive Web Design11/4/2012 Blackbaud Confidential 9
    10. 10. MOBILE OPTIMIZED EVENT REGISTRATION11/4/2012 Blackbaud Confidential 10
    11. 11. MOBILE - OPTIMIZED EVENT REGISTRATION11/4/2012 Blackbaud Confidential 11
    12. 12. MOBILE - OPTIMIZED EVENT REGISTRATION11/4/2012 Blackbaud Confidential 12
    13. 13. RESPONSIVE LAYOUT EXAMPLE11/4/2012 Blackbaud Confidential 13
    14. 14. RETURNING TEAMS FUNCTIONALITY FOR HEROES • Empower your past Heroes Team Captains to re-activate their team profiles from prior yearsReturningparticipants raise 3xmore $ than Newparticipants.It is imperative tomake their returningexperience simpleand effective toincrease participantretention. Can add reclaim team functionality on this page11/4/2012 Blackbaud Confidential 14
    15. 15. RETURNING TEAMS USER EXPERIENCE EXAMPLES11/4/2012 Blackbaud Confidential 15
    16. 16. 11/4/2012 Blackbaud Confidential 16
    17. 17. ADD SUGGESTED GIVING LEVELS FOR ADDITIONAL GIFT ASK Consider adding value props or levels for additional gifts to prompt participant (see next page).11/4/2012 Blackbaud Confidential 17
    18. 18. ADDITIONAL GIFT ASK EXAMPLES Option 2  Provide 1 value prop1 List giving Option (mission levels (minimum 3) item) along w/ Other Amount option Option 3  Multiple levels/value props11/4/2012 Blackbaud Confidential 18
    19. 19. SOCIALIZE USER LOGIN SCREEN Add Social Login functionality here11/4/2012 Blackbaud Confidential 19
    20. 20. SOCIAL LOGIN - OPPORTUNITY11/4/2012 Blackbaud Confidential 20
    21. 21. ADD CALL-TO-ACTION ON THANK YOU FOR R E G I S T E R I N G PA G E Include call-to- actions on „TY for Reg‟ screen to prompt activity that encourages Heroes to visit Participant Ctr immediately 1. Personalize web page 2. Send emails 3. Track progress towards your goal11/4/2012 Blackbaud Confidential 21
    22. 22. TY FOR REGISTERING SCREEN EXAMPLES11/4/2012 Blackbaud Confidential 22
    23. 23. PA R T I C I PA N T C E N T E R O P P O R T U N I T I E S1. Enhance home page content to make it more dynamic and meaningful to participant type11/4/2012 Blackbaud Confidential 23
    24. 24. E N H A N C E PA R T I C I PA N T C E N T E R H O M E PA G ECONTENT Best practices on Home Page content: 1. Less content-heavy with more graphical elements 2. Conditionalize content in the main body Currently, the same content appears for an individual participant and team captain. Do you treat these audiences the same….or differently?11/4/2012 Blackbaud Confidential 24
    25. 25. PA R T I C I PA N T C E N T E R H O M E PA G E E X A M P L E S11/4/2012 Blackbaud Confidential 25
    26. 26. PARTICIPANT CENTER EXAMPLE: CONDITIONAL CONTENT This is content conditionalized for a youth participant11/4/2012 Blackbaud Confidential 26
    27. 27. PARTICIPANT CENTER EXAMPLE: CONDITIONAL CONTENT This is homepage content conditionalized for a team captain What is the cultivation of Team Captains for the Lung Walk?11/4/2012 Blackbaud Confidential 27
    28. 28. ADDITIONAL OPPORTUNITIES1. Activate Milestones (badges and/or dedicated milestone emails)2. Implement coaching email series11/4/2012 Blackbaud Confidential 28
    29. 29. MILESTONE: BADGES & EMAILS • Reward/recognize participants for achieving milestone fundraising Fundraising levels (can complement an incentive/thank-you gift structure) badges • Reward/recognize participants for taking desired action that spreads Badges for the word of event and moves fundraising efforts forwardAction taken • ARC Heroes has 1 autoresponder to recognize participants for funds raised (level unknown) • There is the option of turning on autoresponder or milestone emails to Emails recognize milestone fundraising levels11/4/2012 Blackbaud Confidential 29
    30. 30. MILESTONES: FUNDRAISING BADGE EXAMPLES11/4/2012 Blackbaud Confidential 30
    31. 31. MILESTONES: ACTION BADGE EXAMPLES11/4/2012 Blackbaud Confidential 31
    32. 32. COACHING, COACHING, COACHING11/4/2012 Blackbaud Confidential 32
    33. 33. SEGMENTATION, SEGMENTATION, SEGMENTATION Team Captains All Other Participants11/4/2012 Blackbaud Confidential 33
    34. 34. LAUNCH EVENT Prior to 16 weeks 16 weeks out11/4/2012 16 weeks out 15 weeks out 15 weeks out Milestones 14 weeks out 14 weeks out Autoresponders Suggested Messages 13 weeks out 13 weeks outBlackbaud Confidential 12 weeks out 12 weeks out RECRUITMENT: Past Participants 11 weeks out 11 weeks out RECRUITMENT: Past Team Captains 10 weeks out 10 weeks out 9 weeks out RECRUITMENT: Past Individual Top Fundraisers 9 weeks out34 8 weeks out 8 weeks out 7 weeks out 7 weeks out 6 weeks out 6 weeks out 5 weeks out COACHING: Participants 5 weeks out 4 weeks out COACHING: Team Captains RECRUITMENT: New Acquisition 4 weeks out 3 weeks out 2 weeks out 3 weeks out Week of event 2 weeks out EVENT EMAIL COMMUNICATION - THE BIG PICTURE Within 24 hours 1 weeks out 1-2 weeks after
    35. 35. THE POWER OF TEAMRAISER’S COACHING EMAILS11/4/2012 Blackbaud Confidential 35
    36. 36. D O - I T- Y O U R S E L F F U N D R A I S I N G O V E RV I E W11/4/2012 Blackbaud Confidential 36
    37. 37. 11/4/2012 Blackbaud Confidential 37
    38. 38. 11/4/2012 Blackbaud Confidential 38
    39. 39. 11/4/2012 Blackbaud Confidential 39
    40. 40. 11/4/2012 Blackbaud Confidential 40
    41. 41. 11/4/2012 Blackbaud Confidential 41
    42. 42. 11/4/2012 Blackbaud Confidential 42
    43. 43. ‘DO IT YOURSELF’ (DIY) FUNDRAISING • Allow you to say YES more • More people raising more money in the ways that are most comfortable to them • Online toolkits make it easy for you to say yes to more people11/4/2012 Blackbaud Confidential 43
    44. 44. IT’S ABOUT THE DIY HOST • High quality donor experience for the “host” - Create a page with photos, updates, etc. - Professionally request support for your organization and the mission you care about - Track donations, follow ups, thank you‟s - Introduce friends and family to the organization11/4/2012 Blackbaud Confidential 44 44
    45. 45. APPROACHES TO DIY EVENTS11/4/2012 Blackbaud Confidential 45
    46. 46. ALL INCLUSIVE11/4/2012 Blackbaud Confidential 46
    47. 47. SEGMENTED BY COMMUNITY VS. ATHLETIC IN DIFFERENT CAMPAIGNS11/4/2012 Blackbaud Confidential 47
    48. 48. SEGMENTED BY COMMUNITY VS. ATHLETIC IN THE SAME CAMPAIGN11/4/2012 Blackbaud Confidential 48
    49. 49. DEFINED OPPORTUNITIES TO FUNDRAISE11/4/2012 Blackbaud Confidential 49
    50. 50. FUNDRAISING FOR A MILESTONE11/4/2012 Blackbaud Confidential 50
    51. 51. DEFINED FUNDRAISING DAY11/4/2012 Blackbaud Confidential 51
    52. 52. NATIONAL MS SOCIETY DO IT YOURSELF FUNDRAISING Review of DIY TeamRaiser Campaign Nancy Palo, Senior Consultant Strategic Services11/4/2012 Footer 52
    53. 53. “We saw a lot of innovation in Do-It-Yourself fundraising without the technology to support it and realized we were leaving money on the table. TeamRaiser not only provided us the platform to raise more money, it enabled us to improve our business practices around DIY and cultivate a new audience of fundraisers. Betty Ross, AVP, Campaign Development at National MS Society11/4/2012 Blackbaud Confidential 53
    54. 54. CHALLENGES • Our constituents who did not want to participate in one of our traditional fundraising events wanted access to the same online tools and we needed to find a way to meet their needs • This type of fundraising was being done 45 different ways offline and we needed to create one online campaign with the flexibility to customize locally • There were limited staff resources to manage a new campaign • A shift in culture and attitudes was needed in order for the campaign to be successful • Risk management, financial control concerns, and branding requirements were obstacles that needed to be overcome • Previous DIY fundraisers were not cultivated, many times NMSS did not know that they were hosting a fundraiser until we received the donations.11/4/2012 Blackbaud Confidential 54
    55. 55. THE PROCESS • We engaged with Strategic Services to develop the Do-It-Yourself fundraising campaign strategy. We asked Blackbaud to lead the way so we didn‟t have to recreate the wheel and could learn from our peers in the industry. Knowing their wins and losses enabled us to make an immediate impact. • We formed a project team of fundraising, IT and finance staff to partner with Blackbaud staff to develop the campaign. The first time we have brought these three groups together to develop a fundraising campaign. • Developing the new campaign forced us to review our out-dated risk management plans and improve the business practices around DIY fundraising. • DIY is the same technology that our constituents were already using with Walk and Bike and as a result reduced the amount of staff time needed to learn the tool and the need to teach most fundraisers how to use it.11/4/2012 Blackbaud Confidential 55
    56. 56. T H E R E S U LT S11/4/2012 Blackbaud Confidential 56
    57. 57. ONE PLATFORM FOR ALL DIY FUNDRAISING11/4/2012 Blackbaud Confidential 57
    58. 58. BLUEPRINTED FOR 45 AFFILIATES BY ZIP CODE11/4/2012 Blackbaud Confidential 58
    59. 59. THE RESULTS CONTINUED • Launched a national campaign on 45 TeamRaisers with one consistent brand all on the same day. • Set a first year goal of $300K and raised more than $1 million online in first 8 months. Projecting $1.5 million. • One Chapter found that those DIY fundraisers that utilize the tools raise an average of $8,294, while those who do not raised an average of $680 • The notification feature in TeamRaiser enabled us to validate the campaigns and then cultivate the fundraisers. • DIY was a great entry way into blueprinting and we are now moving all of our Peer to Peer fundraising campaigns to it. More then 750 different Team Raisers will now live in five blueprints. • The risk of volunteers collecting donations was significantly limited with the move to TeamRaiser because now all donations made online come directly to the Society.11/4/2012 Blackbaud Confidential 59
    60. 60. FEEDBACK FROM AFFILIATES • We have had a lot of success with those volunteer fundraisers willing to meet with us, learn the tools and include us on the front end of the process. • The new online tools have helped some of the events we work with grow tremendously by being able to now accept online donations through credit cards. • We drive people to the website to check out the toolkit that is available online. We also let them know that the events they host have potential to be more successful if they have the ability to register online and utilize all the wonderful tools the DIY page has to offer. • DIY is the same technology that our constituents were already using with Walk and Bike and as a result reduced the amount of staff time needed to learn the tool and the need to teach most fundraisers how to use it.11/4/2012 Blackbaud Confidential 60
    61. 61. MARK YOUR CALENDARS FOR PEER-TO-PEER BOOT CAMP NOVEMBER 6-8, 2012! Boot Camp will help you: • Adopt a healthy fundraising lifestyle • Tone up your mid level fundraisers • Turn flab into social fundraisers • Build a rock solid core by engaging top performers For more details on webinar topics and guest speakers: http://www.npengage.com/event-fundraising/its-time-for-peer-peer- boot-camp-have-you-signed/11/4/2012 Blackbaud Confidential 61

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