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Nsfa Conference Kierce

Nsfa Conference Kierce






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  • eTapestry Background My Background
  • What we’re here to talk about today has really been a hot topic lately. It’s something that everyone seems to be talking about regardless of your age or demographic. Something that people tend to have varying opinions on, but it’s really something that we can’t ignore.
  • But in all seriousness, this is an important shift that can really change the way that we do everything. As of today, in our experience - a lot of people are on board with the whole idea, but there are still quite a few that don’t think it’s the best possible thing looking forward
  • We are going to cover several aspects of technology as it pertains to fundraising. In the past, we’ve struggled to simplify this enough to be able to cover it all in one session. Now, we feel like we’ve been able to effectively summarize all of these separate avenues of technology but most importantly paint the picture of how all of these tools can come together and work for you, regardless of shape or size.
  • 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
  • 1. We’ve 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 online To audience: Have you stopped giving? Have you changed the way you give? 2. Giving is down Average gift size is down Number of givers is down While we are only expecting fundraising to go down about 1% from the previous year, in typical years fundraising grows 4%. That means, we are working with a 5% deficit You have to be able to maximize your relationships with the donors you have so you can keep them Donor Fatigue You must be able to keep supporters engaged and inspired without over soliciting them You must be able to better target them for the appeals they are most likely to give to Increased competition Differentiate yourself by personalizing contacts you have with your supporters Position yourselves for the turn of the economy Increased need for services Despite the changes in the economy, you don’t get a pass Your community will need you now, more than ever and you are forced to do more with less Increased need for accountability Provide excellent stewardship to keep those relationships strong People are only going to keep giving if they know their gifts are being put to good use
  • There is a much larger emphasis on the cultivation and retention of existing donors rather than acquiring new ones – so it’s understanding that and thinking about how technology can allow you to do that MUCH more easily
  • A few tips that can keep your donors engaged and keep those donations coming in year after year
  • Now when we talk about the technology side of fundraising --- we are talking about much more than just a website, or just e-mail. We are talking about a true technology strategy involving all of these difference pieces of the puzzle. Placing a focus on each of them but ultimately making them work together to really improve the donor experience and make life much easier for you.
  • The first place of focus for ANY organization should be with your website. *QUESTION --- is anyone hear completely happy with your website or your portion of your school’s website? Why not?
  • The general look & feel should be the first thought. You want your site to represent the school, the work that you do, and really welcome the donor or potential donor to want to interact with you.
  • Key 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
  • You get a nice, clean report of how people are navigating to your site. A lot of information that can help you to adjust your strategy or identify weaknesses or areas that you can focus on
  • Some really neat information will be made available to you – all geared towards helping you to understand what is working and what isn’t working with your website
  • This type of measurement and analysis seems to be a big underlying theme with a lot of what we talk about. We think that’s really the case with most of what is involved with increasing revenue – from a For-profit or Nonprofit standpoint. So we’ll continue to look at some ways technology will make that easier for you.
  • Of course, folks need to be able to find your site – and things like Google Grants & Adwords can help your chances. *Question - How many of you have typed your name into Yahoo or Google??
  • Now they are the creators of content
  • Getting someone to your website is goal #1, but more importantly – the engagement is what you’re striving for. That can come in many forms.
  • It shouldn’t be difficult for the end user to figure out how he or she can interact via your website. Make these actions as prominent as possible on your site. Capturing the information and allowing the end user to support your organization with little to no work on your part. You can also see on the screen shot that this organization is incorporating other means of communicating with supporters. They’ve got a link to YouTube – which is excellent. How can you be expected to maintain and manage all of these sources of data?
  • Keep it as simple as you can – and make integration a focus. Ultimately – using some or all of these vehicles to drive traffic back to your website. One of the best ways to engage your alumni or supporters is through the use of social media. ***Question: Anyone ever heard that word before  ?
  • Social Media is certainly something that most of us have heard about, possibly used in our personal lives, and is something that can really serve as a tool in both increasing awareness and ultimately fundraising if used properly. Lets talk a little bit about what Social Media is.
  • Social Media by definition More than anything, it’s the use of technology for the real-time sharing of information among millions of people!! Connecting People and RECONNECTING people
  • Whether you are or aren’t utilizing Social Media – your initial expectations should not be that these forums will dramatically increase your fundraising revenue. Instead, focus on these areas ---- which will ultimately lead to that support or interaction
  • google.com Enables users to search the Web, Usenet, and images. Features include PageRank, caching and tra... Morenslation of results, and an option to find similar pages. The company's focus is developing search technology. 4.5 Stars Search Analytics Audience 2 facebook.com A social utility that connects people, to keep up with friends, upload photos, share links and ... Morevideos. 4.0 Stars Search Analytics Audience 3 yahoo.com Personalized content and search options. Chatrooms, free e-mail, clubs, and pager. 4.0 Stars Search Analytics Audience 4 youtube.com YouTube is a way to get your videos to the people who matter to you. Upload, tag and share your... More videos worldwide! 4.5 Stars Search Analytics Audience 5 wikipedia.org An online collaborative encyclopedia. 4.5 Stars Search Analytics Audience 6 craigslist.org   3.0 Stars Search Analytics Audience 7 blogger.com Free, automated weblog publishing tool that sends updates to a site via FTP. 4.5 Stars Search Analytics Audience 8 ebay.com International person to person auction site, with products sorted into categories. 2.5 Stars Search Analytics Audience 9 live.com Search engine from Microsoft. 4.0 Stars Search Analytics Audience 10 amazon.com Amazon.com seeks to be Earth's most customer-centric company, where customers can find and disc... Moreover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. Site has numerous personalization features and services including one-click buying, extensive customer and editorial product reviews, gift registries, gift certificates, wish lists, restaurant and movie listings, travel, and photo processing. 4.5 Stars Search Analytics Audience 11 myspace.com Social Networking Site. 4.0 Stars Search Analytics Audience 12 twitter.com Social networking and microblogging service utilising instant messaging, SMS or a web interface.
  • Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
  • To Audience: Have you heard of Broadcast your cause? Specifically built for Nonprofits
  • PODCASTS! Who does these?? The neat thing about these is that you can take a good look at these, and borrow some ideas.
  • A key function of your website is gathering information of those who support you – which will act as the foundation for maintaining and strengthening those relationships *** Who here provides the ability for folks to donate through your website? Where does that information go?
  • In an ideal situation – your donation page should: (Read)
  • Another more-recent tool we’ve seen used widely by our client organizations is the concept of personal or peer-to-peer fundraising. - Has anyone ever received an e-mail from a friend or colleague attempting to raise money for a specific cause?
  • Coming back to the viral concept
  • Incorporate those Social Media concepts we discussed earlier. Make it come full circle.
  • Another potential revenue generating tool when it comes to your website might be to sell apparel, other goods, or event tickets. *Question – is anyone doing this?
  • Jay’s major giving at Butler story.
  • Your database should essentially serve as your central location for all of the data you have.
  • What information do you want to know “at a glance” about one of your constituents?
  • Does your organization track relationships in your “database” now?
  • END WITH: How many people here are currently utilizing a web-based application for database purposes?
  • 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.
  • Reads email before snail mail More comfortable online Busy, satisfies interests on own schedule Expects information to be personalized Expects immediate feedback Demands information on progress/ stewardship Wants a way to share experiences with others online
  • This is why your E-mail list MUST be connected to a database. Otherwise, the segmentation opportunity is not there
  • We’re sending them as an HTML-formatted e-mail
  • To audience: Has anyone here ever tested a mass e-mail on your PDA’s or handheld devices?
  • In the database, you get reports with complete click-through statistics
  • Something tangible – a plan of attack you can take home and use

Nsfa Conference Kierce Nsfa Conference Kierce Presentation Transcript

  • Embracing Technology & Social Media in the Nonprofit World Mike Kierce Team Leader – Education Market, eTapestry 4/8/10
  • What is our history?
    • Founded by former execs of MSC
    • First “Software as a Service” solution for nonprofits in 1999
    • 6,000+ Nonprofit clients worldwide
    • Became part of Blackbaud-August 2007
    • Formed partnership with NSFA in 2009
  • Agenda
  • Agenda
  • Agenda
    • How has Giving Changed?
    • 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
  • How is the Economy Affecting Giving? Image Source: http://www.emu.edu.tr/mbalcilar/econconference/index_files/global-economy_0.jpg
  • How is the Economy Affecting Giving?
    • 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
    • Donors are tired
    • More competition for fewer dollars
    • Your services are needed more
    • Increase need for accountability
  • 5 Reasons to Focus on Technology:
    • You need to move beyond business as usual; despite the economic climate
    • You need to drive results
    • You need greater efficiencies
    • You need increased productivity
    • You need greater reporting
  • The basic rules still apply…
    • Fundraising is still about relationship building
    • Acquisition Cultivation
  • Today’s environment is a little different: Acquisition Cultivation
  • So, what do you need to do to keep your supporters loyal?
    • Prompt, personalized acknowledgement
    • Confirmation that gifts are being used as intended
    • Results on outcomes, prior to being asked again
  • Donor Database Advanced E-mail eCommerce Website
  • Web Site Optimization
    • 75% of donors will check your website before making a gift whether it is Online/Offline
    • If Relationships are Built on Communications . . . Set yourself up for success!
    • A Few Key Changes can Make a Huge Difference
    • Your website = tool for engagement
  • Web Site Optimization: Before, After, and After!
    • 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!)
    Keys to Building a Successful Web Site
  • Top Ten Traffic Sources
  • Analytics on the Go!
  • Google Grant/Sponsored Links—How to increase your web presence/visibility
  • 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!
  • Interaction is Key
  • Interaction is Key
  • Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database
  • Social Media
  • 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.
  • How can it work for you?
    • “ What’s in it for my organization?”
      • Creating Awareness (More with less)
      • Viral Effect
      • Event Registration
      • Driving Website Traffic
      • Engaging Alumni
      • Encourage Interaction/Action
  • Food for Thought….
    • Top 5 Most Visited Websites in the United States:
      • Facebook is #2
      • YouTube is #4
      • Blogger.com #7
      • MySpace is # 11
      • Twitter #12
    • Source:
    • h ttp://www.alexa.com/topsites/countries/US
  • YouTube!
    • Evoke emotion
    • Videos can easily be posted on website or as a link within an eBlast or eNewsletter
    • FREE service to increase your visibility
    • 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:
      • Connect
      • Brand
      • Share your story
      • Fundraise
  • FACEBOOK Users
  • Facebook
  • Source: http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/
  • Where can I learn more?
    • Beth’s Blog, Beth Kanter: http://beth.typepad.com/
    • Social Media Examiner: http://www.socialmediaexaminer.com/
    • Tech Soup, Technology for Nonprofits: www.techsoup.org
  • 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
  • Podcasts  
  • Blogs
  • The Power of Twitter
  • Social Networks: Hints for Success
    • Being present is not enough, engage
    • Be authentic, otherwise you will be exposed fast
    • Endorsements matter, think forwarded emails!
    • Measure Results
    • Have something to say, must be regular or it dies fast
    • Focus on driving traffic back to your website
    • Stephanie Miller, Email Insider, 2009
    • Collecting information on your website
    Ecommerce / Online Giving Personal Fundraising Shopping Cart
  • Ecommerce & Online Giving
    • Important Functions of your Online Donation Page:
    • Integrates directly into donor database
    • Requires no additional manual entry
    • Customizable
    • Allow for recurring gifts
    • Match the look & feel of your website (security)
  • Ecommerce & Online Giving
    • Volunteers
    • Events
    • Membership
    • Donor / Alumni Log-in
  • 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.
  • Personal Fundraising
    • Higher response rates
    • Higher average Gifts
    Source: Kintera
  • Personal Fundraising
    • Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors
    • Report on Team Success, Individual Success, and overall Fundraiser Success
    • Begin harvesting relationship with constituents that donate/participate for the first time.
  • Personal Fundraising
  • Personal Fundraising
  • Shopping Cart
    • Items/Tickets
    • Customizable
    • Registration
    • Fulfillment
    • Shipping/Tax
  • 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?
  • Database
  • Constituent Relationship Management
  • Relationships
    • How would tracking relationships increase your fundraising success?
  • Reporting How do this year’s donors compare to last year’s?
  • Database = Fundraising Tool
    • Only works if used daily by all
    • Must be consistent/accurate
    • Powerful Memory Supplement
    • Technology makes it easy
  • 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?
  • Communications
    • People are connected 24/7
    • How can we be expected to communicate with so many people?
    • How can we personalize our message?
    • 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
    • Today’s Supporter has shifted
  • 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
    • Advertise your newsletter/services/cause through a 3 rd party list
  • 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
  • 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
  • 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
  • Designing for Mobile Devices
    • Mobile readers are more likely to scan your email rather than reading
    • Include compelling call to action in the first 15-25 characters of your subject line
    • Avoid “top heavy” images in the design
    • In addition to testing email browsers, test messages in handheld devices
    email (html)
  • What Now?
    • 1. Take a look in the mirror
    • How do you stack up?
    • Website (Interaction?)
    • Database Effectiveness (Tool for Fundraising?)
    • E-mail/Communications
    • Social Media Presence
  • What Now?
    • 2. Plan
    • Make it a priority
    • Set Aside Time for Review
    • Add to Board Agenda
    • Seek Professional Assistance
    • (Most companies will help you do this at NO COST!)
  • What Now?
    • 3. Continuous Evaluation
    • Must be Measurable
    • Website Hits
    • Fundraising Dollars
    • Donor Retention Percentages
    • Communications
      • Cost vs. Results
    • Social Media “Friends”
  • What Now?
    • 4. Have Fun!!!
    • Try New Things
    • Get Creative
    • 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
  • Resources
    • Getting Started with Facebook
    • Beth Kanter Blog – How Nonprofits Can Use Social Media
    • www.twitter.com
    • Blackbaud – Raising Money During Challenging Times
    • Getting Started with Google Analytics
    • www.socialmediaexaminer.com
    • www.techsoup.org
    • eTapestry Home Page
    • Contact eTapestry for Guidance
  • Questions?
  • Thanks!
    • Mike Kierce
    • [email_address]
    • 317-336-3834