8 Breakthrough Strategies Seminar Atlanta/Virginia (VAFC) 2008

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*October 30th, 2008 Seminar @ the Mansour Center in Marietta, GA
*November 10th, 2008 @ Tides of Change Conference in Irvington, VA

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  • 8 Breakthrough Strategies Seminar Atlanta/Virginia (VAFC) 2008

    1. 1. Katie Rucker Account Executive 8 Breakthrough Strategies for the Next Decade of Fund Raising: An Executive Briefing
    2. 2. Who is eTapestry? <ul><li>Dedicated to serving nonprofits </li></ul><ul><li>A fast growing, successful NASDAQ firm </li></ul><ul><li>A company that thrives on innovation </li></ul><ul><li>A group that is passionate about service </li></ul><ul><li>People who love to have fun! </li></ul>
    3. 3. What is our history? <ul><li>Founded by former execs of MSC </li></ul><ul><li>First “Software as a Service” solution for nonprofits in 1999 </li></ul><ul><li>6,000 nonprofit clients around the world </li></ul><ul><li>Became part of Blackbaud-August 2007 </li></ul>
    4. 4. Agenda <ul><li>Pure Fund Raising Tools </li></ul><ul><ul><li>Matching Gifts </li></ul></ul><ul><ul><li>Recurring Gifts </li></ul></ul><ul><ul><li>Essentials for the “Ask” </li></ul></ul><ul><ul><li>For Impact Report </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><li>Relationship Building Tools </li></ul><ul><ul><li>CRM </li></ul></ul><ul><ul><li>Email </li></ul></ul>
    5. 5. Agenda (cont.) <ul><li>Relationship Building Tools (cont) </li></ul><ul><ul><li>Web 2.0 </li></ul></ul><ul><ul><li>Moves Management </li></ul></ul><ul><ul><li>eTap Mobile </li></ul></ul><ul><li>Benchmark Reporting </li></ul><ul><li>Donor Loyalty </li></ul><ul><li>Community Building (Donor Login) </li></ul><ul><li>Web Site Optimization </li></ul><ul><li>Research/Analytics </li></ul><ul><li>API (Interface to the world outside) </li></ul>
    6. 6. The Rules Still Apply (It’s all about relationships… not technology)
    7. 7. <ul><li>Know the Difference </li></ul>It is Now a New World
    8. 8. 1. Pure Fundraising Tools: Matching Gifts <ul><li>Quite Simply a Doubling of Donation Amounts! </li></ul><ul><li>Most Often Money that Falls Through the Cracks </li></ul><ul><li>Relationships, Relationships, Relationships </li></ul><ul><li>Again Leveraging Your Technology Investment </li></ul>
    9. 9. 1. Pure Fundraising Tools: Matching Gifts
    10. 10. 1. Pure Fundraising Tools: Matching Gifts
    11. 11. 1. Pure Fundraising Tools: Matching Gifts
    12. 12. 1. Pure Fundraising Tools: Matching Gifts
    13. 13. 1. Pure Fundraising Tools: Recurring Gifts <ul><li>The Foundation of many Fundraising Programs </li></ul><ul><li>Key in ePhilanthropy Transactions </li></ul><ul><li>Constituents become Investors rather than Donors </li></ul><ul><li>Technology makes it Easy </li></ul>
    14. 14. 1. Pure Fundraising Tools: Recurring Gifts
    15. 15. 1. Pure Fundraising Tools: Recurring Gifts
    16. 16. 1. Pure Fundraising Tools: Essentials of the Ask <ul><li>It Must be Easy or it will not be Used! </li></ul><ul><li>“ Home Page” </li></ul><ul><li>Investors in Your Mission </li></ul><ul><li>Relationship + Knowledge + Proven Plan = SUCCESS </li></ul>
    17. 17. 1. Pure Fundraising Tools: Essentials of the Ask
    18. 18. 1. Pure Fundraising Tools: Essentials of the Ask
    19. 19. 1. Pure Fundraising Tools: Essentials of the Ask
    20. 20. <ul><li>Based Upon Proven Results </li></ul><ul><li>So Simple Yet So Powerful </li></ul><ul><li>The Pareto Principle at it’s Best </li></ul><ul><li>A Report that Anyone and Everyone can use </li></ul>1. Pure Fundraising Tools: For Impact Report
    21. 21. <ul><li>Capacity to Give Score </li></ul><ul><li>Relationship to Your Organization Score </li></ul><ul><li>Timing Score </li></ul><ul><li>Past Giving to Your Organization Score </li></ul><ul><li>Past Philanthropic Giving Score </li></ul>1. Pure Fundraising Tools: For Impact Report
    22. 22. 1. Pure Fundraising Tools: For Impact Report
    23. 23. 1. Pure Fundraising Tools: For Impact Report
    24. 24. 1. Pure Fundraising Tools: For Impact Report
    25. 25. <ul><li>Personalize Everything You Can </li></ul><ul><li>Let Technology do the Work for You </li></ul><ul><li>Queries can be Intuitive and Easy </li></ul><ul><li>Think with Building Blocks and Logic </li></ul>1. Pure Fundraising Tools: Segmentation
    26. 26. 1. Pure Fundraising Tools: Segmentation
    27. 27. 1. Pure Fundraising Tools: Segmentation
    28. 28. 1. Pure Fundraising Tools: Segmentation
    29. 29. <ul><li>Strong Relationships are from Knowing Important Details, Hopes and Dreams </li></ul><ul><li>Easily Supplement your Memory </li></ul><ul><li>Only Works if Used Daily (and in one place) by All </li></ul><ul><li>A Remarkable “Secret Weapon” for Fund Raising </li></ul>2. Relationship Building: Constituent Relationship Management (CRM)
    30. 30. <ul><li>“ If you want milk from a cow, you don’t send it a letter.” </li></ul><ul><li>Si Seymour </li></ul>2. Relationship Building: Constituent Relationship Management (CRM)
    31. 31. 2. Relationship Building: Constituent Relationship Management (CRM)
    32. 32. 2. Relationship Building: Constituent Relationship Management (CRM)
    33. 33. 2. Relationship Building: Constituent Relationship Management (CRM)
    34. 34. 2. Relationship Building: Constituent Relationship Management (CRM)
    35. 35. <ul><li>The Foundation of the Communications Revolution </li></ul><ul><li>Expected by EVERY Generation Now </li></ul><ul><li>Use Properly or the Results are Worse than not </li></ul><ul><li>A Fraction of the Cost of Other Forms of Communication </li></ul>2. Relationship Building: eMail
    36. 36. 2. Relationship Building: eMail <ul><li>60% of those 50-64 year olds, and 32% of those 65+ use the internet </li></ul><ul><ul><li>22% of 65+ crowd was online in 2004 </li></ul></ul><ul><ul><li>15% in 2000 </li></ul></ul><ul><ul><li>(Source: Pew Internet, Feb-Mar 2007) </li></ul></ul><ul><li>17 Million internet users aged 62+ </li></ul><ul><ul><li>Spending an average of 44 minutes online each day </li></ul></ul><ul><ul><li>Those online are better educated & have higher incomes </li></ul></ul><ul><ul><li>Those online spend 70% more each month than those offline </li></ul></ul><ul><ul><li>(Source: Pew Internet, April 2008) </li></ul></ul><ul><li>**If you think the 66% of baby boomers that are online now are going to give up the internet when they turn 65, think again! </li></ul>SENIORS ONLINE
    37. 37. 2. Relationship Building: eMail
    38. 38. 2. Relationship Building: eMail
    39. 39. 2. Relationship Building: eMail
    40. 40. 2. Relationship Building: eMail
    41. 41. 2. Relationship Building: eMail
    42. 42. 2. Relationship Building: eMail
    43. 43. Email Key Functions Tracking: bounces, opens, click-throughs Subscription management: automated unsubscribe or opting out link 2. Relationship Building: eMail
    44. 44. Key Functions: Deliverability: Fulltime staff 24/7 monitoring blacklists, spam filtering and ISP standards Horsepower: Up to 300,000 emails per hour via a scheduler Spam analysis tools WYSIWYG editor 2. Relationship Building: eMail
    45. 45. <ul><li>You are NOW the Catalyst not the Originator </li></ul><ul><li>Where Thousands of New Relationships can Begin </li></ul><ul><li>Traffic you Always Dreamed of for your Web Site </li></ul><ul><li>Easier than you Think to Do </li></ul>2. Relationship Building: Web 2.0
    46. 46. Web 1.0 vs. Web 2.0 Web 1.0 refers to first generation Web-based content that was typically one-way static communication. Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users. 2. Relationship Building: Web 2.0
    47. 47. 2. Relationship Building: Web 2.0
    48. 48. Web 1.0 vs. Web 2.0 <ul><li>Web 1.0 was about reading, Web 2.0 is about writing </li></ul><ul><li>Web 1.0 was about organizations, Web 2.0 is about communities </li></ul><ul><li>Web 1.0 was about home pages, Web 2.0 is about blogs </li></ul><ul><li>Web 1.0 was about portals, Web 2.0 is about RSS </li></ul><ul><li>Web 1.0 was about owning, Web 2.0 is about sharing </li></ul><ul><li>Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/ </li></ul>2. Relationship Building: Web 2.0
    49. 49. Source: The Wall St. Journal , 2006 2. Relationship Building: Web 2.0 – Online Video Use
    50. 50. 2. Relationship Building: Web 2.0 – Fun Video
    51. 51. 2. Relationship Building: Web 2.0
    52. 52. 2. Relationship Building: Web 2.0 – Social Networking
    53. 53. 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends 2. Relationship Building: Web 2.0 – Social Networking
    54. 54. 2. Relationship Building: Web 2.0 - Widgets
    55. 55. 2. Relationship Building: Web 2.0 - RSS
    56. 56. 2. Relationship Building: Web 2.0 - RSS
    57. 57. 2. Relationship Building: Web 2.0 - RSS
    58. 58.   2. Relationship Building: Web 2.0 - Podcasts
    59. 59. 2. Relationship Building: Web 2.0 – Message Boards
    60. 60. 2. Relationship Building: Web 2.0 - Wikipedia
    61. 61. Peer Fundraising Online 2. Relationship Building: Web 2.0 – Personal Fundraising Pages
    62. 62. 2. Relationship Building: Web 2.0 – Personal Event Fundraising
    63. 63. <ul><li>Average volunteer sends over 30 emails </li></ul><ul><li>One in four emails sent by a volunteer results in a donation </li></ul><ul><li>Average online event gift is $59 which is a 50% increase over the average off-line gift </li></ul><ul><li>Many volunteers reach their stated FR Goal! </li></ul>2. Relationship Building: Web 2.0 – Personal Event Fundraising Results:
    64. 64. <ul><li>CRM Based Upon a PROVEN Roadmap </li></ul><ul><li>Status Reports to Die For </li></ul><ul><li>The Foundation of Many a Successful Campaign </li></ul><ul><li>A Plan which “Stays” even if Staff does not </li></ul>2. Relationship Building: Moves Management ©
    65. 65. 2. Relationship Building: Moves Management ©
    66. 66. 2. Relationship Building: Moves Management ©
    67. 67. 2. Relationship Building: Moves Management ©
    68. 68. <ul><li>All Excuses for NOT Using CRM are Gone </li></ul><ul><li>So Handy </li></ul><ul><li>The Ultimate Tool for in the Field </li></ul><ul><li>Marries Together Two Indispensible Communication Devices </li></ul>2. Relationship Building: eTap Mobile
    69. 69. <ul><li>Included with your eTapestry service </li></ul><ul><li>Specifically formatted for mobile use </li></ul><ul><li>Fast </li></ul><ul><li>Real time information – no syncing or downloading </li></ul>2. Relationship Building: eTap Mobile
    70. 70. Search for any account in your database 2. Relationship Building: eTap Mobile
    71. 71. Hotlinks allow you to easily phone, email, or even get a map… 2. Relationship Building: eTap Mobile
    72. 72. … giving you instant tools for your mobile travels 2. Relationship Building: eTap Mobile
    73. 73. Store and see pictures, or drill down into a giving summary… 2. Relationship Building: eTap Mobile
    74. 74. … detailing a donors financial support 2. Relationship Building: eTap Mobile
    75. 75. Add new contact information from your mobile device and have all the details… 2. Relationship Building: eTap Mobile
    76. 76. You can even run queries with eTapestry Mobile… 2. Relationship Building: eTap Mobile
    77. 77. Best of all . . . eTapestry Mobile is no charge with your eTapestry service! 2. Relationship Building: eTap Mobile
    78. 78. 3. Benchmark Reporting <ul><li>How would you go about finding the number of lapsed donors and dollar amounts for them? </li></ul><ul><li>How do you compare your organization to others? </li></ul><ul><li>How do we measure success of our organization with similar groups? </li></ul>
    79. 79. 3. Benchmark Reporting <ul><li>Direct Comparisons are Powerful </li></ul><ul><li>Accurate Data from Thousands of Non-Profits </li></ul><ul><li>Ability to Isolate Peer Groups </li></ul><ul><li>Focus Your Team on Areas with the Greatest Impact </li></ul>
    80. 80. 3. Benchmark Reporting
    81. 81. 3. Benchmark Reporting
    82. 82. 3. Benchmark Reporting Giving Dynamics Report
    83. 83. 3. Benchmark Reporting Benchmark Status Report
    84. 84. 3. Benchmark Reporting Benchmark Comparison Report
    85. 85. 4. Donor Loyalty Questions How do you know which donors are loyal? Which are accessible? Which feel trapped? Which are at risk?
    86. 86. 4. Donor Loyalty <ul><li>Why Measure? </li></ul><ul><li>More NP’s Equal More Competition </li></ul><ul><li>Appropriate Donor Strategy is Easier </li></ul><ul><li>Donors Expect More </li></ul><ul><li>Everyone Loves to Provide Their Opinion </li></ul>
    87. 87. 4. Donor Loyalty
    88. 88. 4. Donor Loyalty
    89. 89. 4. Donor Loyalty A donor’s loyalty level is indicated on the search screen
    90. 90. 4. Donor Loyalty 8 donors are at risk Representing $.21 million 27 donors are secure Representing $.86 million 11 donors are trapped Representing $.21 million 16% 16% 0% 67% 57% 2% 17% 23% n = 1 n = 27 n = 11 n = 8 n =55 accounts
    91. 91. 4. Donor Loyalty <ul><li>Retaining Current Donors is Job # 1 </li></ul><ul><li>Knowing Where to Focus is Essential </li></ul><ul><li>Avoidance of Lapsed Donors is Huge </li></ul><ul><li>“ Keep your Friends Close” </li></ul>
    92. 92. 5. Community Building Donor Login <ul><li>Like it or Not You are Now Open 24/7 </li></ul><ul><li>Community Involvement Creates Web Site Stickiness! </li></ul><ul><li>Your Mission Communication is Enhanced </li></ul><ul><li>Constituent Bonding is Stronger </li></ul>
    93. 93. 5. Community Building Donor Login
    94. 94. 5. Community Building Donor Login Keith Davis
    95. 95. 5. Community Building Donor Login
    96. 96. 5. Community Building Donor Login
    97. 97. 6. Web Site Optimization <ul><li>If Relationships are Built on Communications . . . </li></ul><ul><li>Basic Parameters are Driven by Common Sense </li></ul><ul><li>A Few Key Changes can Make a Huge Difference </li></ul><ul><li>Leverage Partners who KNOW the Non Profit Sector </li></ul>
    98. 98. <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>6. Web Site Optimization Be Like Martha or Oprah
    99. 101. An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site 6. Web Site Optimization E-Mail Print Other Tools
    100. 102. <ul><li>What are the goals? </li></ul><ul><li>How will we measure success? </li></ul><ul><li>What are the specific tactics? </li></ul><ul><li>Do we need any new tools or assistance? </li></ul><ul><li>Who is responsible for what? </li></ul><ul><li>Is everyone on the same page? </li></ul>6. Web Site Optimization: Start with a Plan
    101. 103. <ul><li>“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” </li></ul>Carrie Johnson, Senior Analyst Forrester Internet Research 6. Web Site Optimization
    102. 104. 6. Web Site Optimization: Before and After
    103. 105. <ul><li>DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website </li></ul>http://www.the-dma.org/privacy/creating.shtml 6. Web Site Optimization: Privacy
    104. 106. 6. Web Site Optimization: Needle in a Needle Stack
    105. 107. 6. Web Site Optimization: Keeping it Simple Advanced Email Database Ecommerce Website
    106. 108. INTEGRATION is the KEY! 6. Web Site Optimization: Next Steps
    107. 109. <ul><li>Does it accept donations by credit card? 94% </li></ul><ul><li>Does it have a blog? 53% </li></ul><ul><li>If you have a blog, can readers comment on it? 54% </li></ul><ul><li>If you have a blog, does it have links to other blogs 52% </li></ul><ul><li>Do you post any videos on your website? 75% </li></ul><ul><li>Do you have podcasts on your website? 32% </li></ul><ul><li>Do you host message boards? 22% </li></ul><ul><li>Do you provide an RSS feed to your website? 29% </li></ul><ul><ul><li>Overbrook Foundation Survey of Human Rights NPO’s in 2007 </li></ul></ul>6. Web Site Optimization: Web Site Integration
    108. 110. <ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>6. Web Site Optimization: Integrate on and off line appeals
    109. 111. <ul><li>Plan </li></ul><ul><li>Take an Integrated Approach </li></ul><ul><li>Timely & Focused - Act Quickly When Needed </li></ul><ul><li>Test Something New All The Time </li></ul><ul><li>“ SHOP” Others </li></ul><ul><li>Think Targeted One-To-One Marketing </li></ul><ul><li>People Give to People </li></ul><ul><li>Have Fun!!!! </li></ul>6. Web Site Optimization: Keys to Success
    110. 112. 6. Web Site Optimization: Oprah & Martha would be proud
    111. 113. 6. Web Site Optimization: Oprah & Martha would be proud
    112. 114. 7. Research/Analytics <ul><li>Knowledge of your donors is the Key to Success </li></ul><ul><li>Data MUST be Accurate to be Useful </li></ul><ul><li>Saving Time Allows the Data to be Used (get out and ASK!) </li></ul><ul><li>Database Integration and Updating Makes the Process much Easier </li></ul>
    113. 118. Subscriber Services
    114. 121. 8. API (Interface to the World) <ul><li>Imagine a Phone without any Outside Connections </li></ul><ul><li>Allows Integration to the Fullest </li></ul><ul><li>Reduces or Eliminates Errors in Data Handling </li></ul><ul><li>Your Technology ROI Increases Dramatically! </li></ul>
    115. 122. 8. Application Program Interface (API): Connect to the World
    116. 123. Epilogue <ul><li>10 Technology Resolutions for 2008 </li></ul><ul><li>Sarah Robbins </li></ul><ul><li>Director of Emerging Technologies </li></ul><ul><li>Mediasauce </li></ul>
    117. 124. 1. Set up a Gmail Account
    118. 125. 2. Post Pics to Flickr
    119. 126. 3. Try a Microblog
    120. 127. 4. Create a Google Alert
    121. 128. 5. Set Up an RSS
    122. 129. 6. Share a YouTube Video
    123. 130. 7. Really Use Your Cell Phone (Send a text or a video)
    124. 131. 8. Join a Social Network
    125. 132. 9. Share PowerPoint Slides (Save a tree or two!)
    126. 133. 10. Play a Video Game
    127. 134. Thank you! Katie Rucker Account Executive [email_address] Special Thanks to Carol Redman of Redman Church and Nonprofit Growth Strategies for making this seminar possible!!

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