You've Built A Website, Now Lets Build A Relationship
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You've Built A Website, Now Lets Build A Relationship

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  • Thanks for taking the time to join us this morning for what we hope will be an informative and enlightening session! Introduction of self (Existing Role, New Accounts Role, Neat perspectives, technically Generation X, belong to a new batch of young professional donors that many organizations are attempting to reach and build relationships with today) Thanks to Mary Singleton, Mr. Hilborn, and the folks with Canadian Fundraising & Philanthropy who have realized the importance of technology for nonprofits of all shapes in sizes and are allowing us to use this as a platform for getting this message to several groups throughout Canada.
  • Our objective this morning is a very simple one. (Read) Well…….maybe not at first glance, haha. But it should be by the end of our session. We will talk about a number of ways that, as a nonprofit organization, you can leverage technology and the internet to help improve your donor relationships. Now, this topic can be a bit overwhelming, a bit scary, and at times difficult to understand how some of these ideas can be applied. It will be our goal today to highlight some of the latest tools available to nonprofits when it comes to engaging donors or potential donors over the internet and how you can apply them. In fact, some of these ideas you should literally be able to implement this afternoon… which is the great thing about this topic! Our bottom line - If you are able to come away with a few ideas or concepts to improve your overall online strategy, then I think we can consider it a success!
  • First and foremost, we must understand WHY the internet has become such a key factor in connecting with those who support us. It starts with the internet and the FUNDAMENTAL SHIFT that has taken place over the last 5-10 years. We have gone from Mass Media to a much more Personal Media when it comes to the Internet. When I pull up iGoogle, it’s going to intuitively know that it’s me, and it’s going to have the links and information displayed that is quite personal to me and my tendencies/interests. Charitable Giving thru the internet has been a quite logical progression of that concept and that type of service has almost become expected. Developments with the internet and the way that it’s used have also given us WAY more options, tools, and resources than ever before. Technology has actually narrowed the gap between smaller organizations and larger ones. Organizations that realize this and take advantage of some of these tools will probably be the ones in 5 years from now that have survived the economic climate and have emerged stronger than before
  • Fortunately, it isn’t difficult for us to convey the importance and potential outreach of the internet and a website for that matter. As you’ll see in just a moment, almost all NPO’s do have a website today. However, there are too many organizations that we are interacting with every day taking this for granted and not placing enough focus on ensuring that your website is reaching that potential. One of the most important factors of succeeding online is to understand that, along with the technology, trends in online behavior evolve
  • To further illustrate this point, lets talk for a minute about the “New Normal” of daily life and how it has affected internet usage. READ BULLET POINTS Obviously many of these ideas and topics translate to the way people learn about and support Nonprofits and how as an organization you are establishing a relationship (MORE ON NEXT SLIDE)
  • With this new normal, we see an entirely new brand of donor. As a nonprofit striving to succeed in retaining donors as well as acquiring them, we really must change the way we think and operate on the web. READ LIST…!
  • If you aren’t convinced yet, lets take a look at some statistics provided by the ePhilanthropy Foundation for Online Giving in North America. If it sounds like $550 million is a lot, we are looking at TWELVE times that amount in just 5 YEARS TIME! This number is only anticipated to continue rising looking forward. If this isn’t a clear sign that Nonprofits MUST focus some energy on creating an online strategy, I’m not sure what is.
  • That’s why I was very surprised when Blackbaud’s 2008 State of the Nonprofit Industry Survey Results came out recently for North America and only 13% say they HAVE a written online strategy while only 27% are “working on it” This is actually down compared to the past few years, which I found quite surprising. Despite these numbers, we believe that the organizations who are able to write and implement an online strategy in conjunction with an offline strategy will be those still around and thriving 10 years from now. (ADVANCE)
  • With that, lets make some initial conclusions in regards to technology, relationship building, and fundraising READ (1 by 1) ADVANCE
  • Now, building relationships and the ability to do that via your website is the first step. There’s a little more to it when we’re talking about building a successful online community, and that involves some other forms of internet presence. Lets start with SOME OF THE BASICS and then we’ll move into some of the other areas that can help you to be successful ADVANCE
  • A few of the basics of online relationship building (1 by 1) thru READ, LEARN, TEST, ADAPT… ADVANCE
  • The power of your website is really immeasurable. Consider that, before most people will donate, and regardless of whether that donation is made online or not, they WILL BE at your website, learning about your organization and determining whether or not they want to give you their money. ADVANCE
  • Fortunately, it appears as though most Nonprofit organizations realize the importance of having good content available thru the website. The key, and the tricky part at times, is turning those who have an interest into supporters. Ask yourself an honest question, Do you feel like your website accurately represents your mission and the great work that you do? ADVANCE
  • Lets take a look at some website examples.
  • At first glance, I’m not feeling too confident about the type of show this organization might put together
  • The face of our website is critical, but we must also realize that looking forward…… the Web is no longer used the way it once was. The key is to adapt. (Changes in behavior) ADVANCE
  • Can they literally come away with a piece of information?
  • Some other ideas for soliciting interaction thru the website. You don’t have to incorporate everything, but some of these will really work well with some things you’re already doing.
  • In the end, receiving an online gift is an ideal situation when folks are visiting your website. Beyond a “Donate Now” button, There are a number of ways that you can drive people to do so. However, obtaining information from the donor or potential donor can be just as critical in beginning to build a relationship. Lets take a look at some ways that you can do that.
  • In a best case scenario, you’ll have an overall strategy. It’s recommended that these options for supporting are VERY prominent on your site. ADVANCE
  • While content is important, there is a careful balance and you don’t want to convolute the screen with too much information. Making it very apparent for how one can become involved will improve your chances that they will do just that. ADVANCE
  • Like we mentioned earlier, providing the ability to give online REALLY is a no brainer today.
  • Giving options for Recurring Gifts or Pledges should always be included as well. Recurring Gifts can be the foundation for many successful campaigns
  • Beyond accepting donations, utilize your website as a way for people to tell stories/testimonials, connect on a deeper level
  • Asking for volunteers or subscribers to your newsletters can be an exceptionally easy way of gathering information
  • Event Registration – something we mentioned earlier, can now be inserted as part of your website, and an excellent/convenient way of allowing people to participate with very little work on your part
  • For any organization with Alumni, your website should allow those folks to engage with you, and share their information
  • AND as mentioned earlier, the other side of being responsible with your online strategy should be including a privacy policy. This is something that all organizations should be doing as part of collecting information thru the website
  • So now that we have an interactive website, we’ve collected information for donors, event attendees, volunteers, alumni. What is a logical next step for us in building that relationship?
  • An alternative to Direct mail (something that may have been much more common in the past)
  • Because we’ve been able to gather information, we should be able to target our emails quite easily. Is anyone familiar with click through statistics? These types of stats will actually reveal those names who have opened the e-mail, how many times and when, and whether that person has clicked on specific links included within the email That type of knowledge can be very powerful!
  • E-mail is such a great way of pointing someone to a particular action. Using a targeted approach can allow you to communicate with specific people en masse’ and for a specific reason.
  • A lot of groups I’ll talk to are concerned with overloading with e-mail. A nice way to combat this is with a targeted approach. Send an email first. If it doesn’t succeed, give physical mail a try. As a last resort, revert to e-mail and alert the recipient that you’ve attempted to connect with them via physical mail as well and GIVE THEM the option of the preferred method looking forward. You’ll also want to give them the opportunity to OPT OUT
  • Keep in mind that your e-mail doesn’t have to be fancy. Something we’ve seen a lot of success with is sending a very basic text email with a link that will point the recipient back to that portion of your website.
  • In this case, the organization has placed the Newsletter on the website. ADVANCE
  • They’ve also given options to the end user, including an option to forward to a friend, creating the viral effect.
  • This concept of team or personal fundraising is one of the fastest growing aspects of online fundraising. There is a reason for that, and the reason is success rate. (Talk about) ADVANCE
  • Along the lines of the example we gave a moment ago, coordinating Email and Direct Mail can be very effective
  • Use E-Mail and Telemarketing Together Reduce number of costly phone calls by encouraging members to give online Members who don’t give online still receive a phone call

You've Built A Website, Now Lets Build A Relationship You've Built A Website, Now Lets Build A Relationship Presentation Transcript

  • You’ve Built a Website – Now Let’s Build a Relationship “ The Art of the Possible - Internet Strategies for Building Relationships”
  • … by building a meaningful relationship with our donors, online! “ Internet Strategies for Relationship Building” Our objective - We want to explore how we use technology and the Internet to meet the needs and desires of our donors/volunteers/members/prospects, while at the same time furthering the mission and work of our organization…
  • Thoughts from Industry Experts “ Utilizing rent-able applications and other low cost or free web applications allows the small nonprofit to leverage labor and financial resources. Thus they are able to serve more of their constituency, as well as better communicate with (and broaden) their donor base, and improve services. In other words, leveraging through technology provides the small nonprofit an opportunity to "level the playing field." Carolyn S. Sechler, CPA Phoenix, AZ “ 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.
    • “ 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
  • The “New Normal”
    • We have shifted our normal activities of daily life –online. It is the “new normal”
    • How often do you check the mail box? How often do you check your email?
    • Where do you go to search for information, buy plane tickets, find a map, or research something?
    • If you are interested in volunteering or learning more about a nonprofit – do you Google, write them or look in the phone book?
  • New Normal = New Breed of Donor
    • Read email before snail mail
    • Give higher than average direct mail gifts
    • Busy, satisfy interests on their schedule
    • Expect personalized information
    • Require immediate feedback
    • Demand information
    • Already are building relationships online
    Ephilanthropy Foundation
  • North American Online Giving Estimates * Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005= $4.53 Billion Estimate of Giving in 2006= $6.9 Billion *Estimates provided by ePhilanthropy Foundation Any Signs of Slowing?
  • Are you taking advantage? Source: Blackbaud 2008 State of the Nonprofit Industry North American Survey Results
    • Fundraising is still based upon Relationships
    • The Internet expands our opportunity for Communications (2 way!)
    • Communications build strong Relationships
    • Technology is and will be part of any non profit organization, takes many shapes and levels the playing field
    • You can build stronger relationships by using technology (more with less!)
    • You must integrate your online/offline activities
    • Expand our fundraising by building stronger relationships
    Initial Conclusions
  • The key to grabbing technology to build relationships…
    • Donor Relationship Building
    • +
    • Internet Presence
    • =
    • Successful Online Community
  • The Basics of Online Relationship Building
    • Establish an Informative Website (Content)
    • Collect Email Addresses
    • Communicate with those who opt in
    • Offer the option of online giving (encrypted)
    • Give, Get, Do – online
    • Learn about your donors, their preferences
    • You can treat every donor like a major donor! Personalize their experience.
    • Comply with Regulations and laws/ Understand Privacy and Security Issues
    • Read, learn, test, adapt….
    To start or continue the relationship you need to:
  • Power Of Your Web Site More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation
  • Power Of Your Web Site Source: Blackbaud 2008 State of the Nonprofit Industry North American Survey Results
  • Does your site represent your message?
  • Does your site represent your message?
  • Keep in Mind – The Web is constantly changing
    • No longer- Web 1.0 first generation Web-based content that was typically one-way static communication.
    • It is NOW - Web 2.0 second generation Web-based services that emphasizes two-way online collaboration and sharing among users.
  • Know the DIFFERENCE How To Succeed Online
  • 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!
  • Can they get something? Information Documents Devotionals Member Lists Calendars Newsletters PodCasts Stewardship Information Help 83% of Internet users expect to find product information on the Internet – Pew Internet Project
  • Can they do something? Participate in an event Golf tournaments Walk-a-thons Dinners Join – Become a member Update their information Run planned gift calculations Purchase products or services
  • Can they give something? Time - Volunteer Goods (in kind gifts) Money
  • Interaction is KEY! What is the most important thing for you to obtain?
  • What can you use to develop relationships?
    • News and informational content
    • Online resources and document sharing
    • Messages boards and surveys
    • Recurring gifts or special memberships
    • Staff intranets and volunteer extranets
    • Advocacy information and forms
    • Weblogging and distributed content
    • Matching gift information and contacts
    • Volunteer skill matching and assignments
    • Event calendars and scheduling tools
    • Email campaigns and newsletters
    • Online only ticket sales or event access
  • Power Of Your Web Site Source: Blackbaud 2008 State of the Nonprofit Industry North American Survey Results
  • An Overall Strategy Events Multiple Ways To Support Donate Now
  • Make it CLEAR What they can do and what you NEED!
  • Online Donations
  • Online Donations
  • Tell, Feel, Share YOUR Story!
  • Ask for Volunteers & Subscribers
  • Event Registration
  • Engage Alumni
  • Privacy Policies
  • Privacy Policies
  • Privacy Policies
  • We’ve collected information… What now?
  • eCommunications
  • Why ask online??
  • Segmented/Targeted Appeals
    • Past Giving / Major Donor or VIP Group
    • Interests or Preferences as it relates to your org – What 1 key piece of info would help you be more relevant?
    • Geography
    • Past Behavior – Send e-mail to everyone who clicked on this link in the last e-mail.
  • A Targeted Approach
  • Email direct mail email
  •  
  • Online Newsletters
  •  
  • Engages on a personal level
  • Relationship Fundraising for Events
    • Average volunteer sends over 30 emails
    • One in four emails sent by a volunteer results in a donation
    • Average online gift is $59 which is a 50% increase over the average off-line gift
    • - Data from Kintera Clients
  • Coordinate Email and Direct Mail
    • Cross-reference offline campaigns in online communications
    • … and vice versa!
    • Reinforce your message across different media to maximize results
    • … ensure you are consistent in your different messages!
  • Coordinate Web and Phone Campaigns
  • Example : Email Campaign Monitoring and Benchmarking
    • 87% convert from Click
    • ~11% of all recipients
    Test & Track Email Results
    • 16,445 Messages Sent (12,825 in HMTL)
    $$
    • 531 Bounces (3%)
    • 109 unsub (0.5%)
    • 50% HTML Open Rate
    • 1,792 Participated
    • 2,065 Unique Clicks on Link
    • ~13% CTR on all received
    • ~25% CTR on all opened
  • Other online “stuff”
    • Social networking
    • RSS Feeds
    • Podcasts
    • Videos
    • Blogs
    • Advocacy
  • Social Networking Boom
  • Social Networking Boom
    • Unbelievable Outreach
    • Allow Others to Spread Awareness For You
    • Viral Effect
    • Reach people you never would otherwise
    • Cheap!
  • Social Networking Boom
  • Social Networking Boom
  • Go to Them (e.g. RSS)
  •  
  • Allow Constituents to Participate
  • Video
  • Video
  • Video Web Video Statistics 1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted. 2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago. 3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012. 4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.
  • Podcasts
  • Blogs
  • Now that you’ve collected the data – what do you do with it?
    • Record donor details
    • Record donor preferences
    • Segmentation capabilities
    • Individual email
    • Mass email
    • Snail mail
    Put it in a database!
  • Keeping it simple Prospect Website Gather Information Use Email Database
  • Database Solutions
  • Accurate Information
  • Thoughts from the Field “ We use our database to track volunteers and their work with youth programs, trail locations and other volunteers. This allows us to connect our trip leaders who have hiked together with the trails they were on and the teens they mentored. By connecting with our web site we reach our volunteers and supporters all over the country easily and at little or no cost!” Marcus Moran Big City Mountaineers
  • What is working? What isn’t? Website/Communication Feedback
  • Website/Communication Feedback
    • WHY?
    • More NP’s Equal More Competition
    • Donors Expect More
    • Improved Donor Relationships = Success!
  • Website/Communication Feedback
    • HOW?
    • Surveys are an easy email add-on
    • Surveys can be part of Web Site interaction
    • Everyone LOVES to give their opinion!
    • Key is proper analysis of the results
    • Fundraising is still based upon Relationships
    • The Internet expands our opportunity for Communications
    • Communications build strong Relationships
    • Technology is and will be part of any non profit organization, takes many shapes and allows you to level the “playing field”
    • Your success can be increased because of technology (more with less!)
    • Expand our fundraising by building stronger relationships
    • Easy to test, try, fail, adapt, try again!
    Conclusions/Application
  • Questions?
  • Thanks ! John Applegate eTapestry www.etapestry.com [email_address] 317.336.3914