AFP NJ June 2009 Presentation

Jay B. Love Co-Founder and CEO eTapestry/Blackbaud Effective Donor Communications and Fundraising via the Internet: Cost Effective Approaches for Small Shops

“ We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet , and charitable giving is a logical progression .” Paul Saffo Director of the Institute for the Future.

Photo credit: Sorin Brinzei

Know the Difference

How To Succeed Online

Average Hours Spent Per Week: Source: Forrester Research 2007 Gen Y (18-27) Gen X (28-41) Young Boomers (42-51) Older Boomers (52-62) Seniors (63+) Reading Newspapers (not online) 1.2 1.7 2.8 3.6 5.1 Reading Magazines (not online) 1.7 2.0 2.1 2.4 3.1 Playing Video Games 4.3 2.0 1.1 1.1 1.1 Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8 Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3 Watching TV 10.4 11.3 12.5 13.7 14.3 Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7

Key Takeaways

The Internet is not just for kids anymore

The Internet is used by the educated and engaged

The Internet is not just for downloading music and fantasy football

The Internet is used by your constituents…or someone else's

The Rules Still Apply (It’s all about relationships… not technology)

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?

Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools

The eMail Sophisticated Organization:

Collects email addresses on multiple pages of their web site?

Regularly sends out one or more newsletters via email

Can and does survey constituents

Can raise funds via email

9 Tactics for Avoiding Spam Filters

Use a commercial email service (database tie in is best)

Don’t use bright or crazy fonts

Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!

Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc

Keep graphics to a safe level, equal amount of text or more

Spell words properly

Always use the same “From”

ALWAYS include an “opt out” option

Communicate regularly

Example Landing Page

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!

6 Tips for a Successful Email Strategy

Do not buy email addresses

Everyone is collecting addresses w/each daily actions (get 2)

Test and Survey (let them know their opinion counts!)

Use multiple landing pages on your web site

Link to and from Blogs and Social Network sites

Offer sharing or “tell a friend”

“ 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

You’ve built a website… … will they come?

They’re at your website, now what do they do?

Can they get something?

Can they do something?

Can they give something?

Your goal – to get something from them!

Video is Easy

Keeping it simple Prospect Website Gather Information Use Email Database Database

Question: Should a Non Profit host it’s own web site?

Be Like Martha or Oprah

Both are Masters of Multi-Channel Marketing!

Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28

The Message & The Medium