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NTEN Technology Leadership Series Session Six


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NTEN Technology Leadership Series Session Six

  1. 1. NTEN Technology Leadership Series Session Six The eNonprofit: Online Engagement and Internet Services Author: John Kenyon Presented by John Kenyon
  2. 2. Mechanics <ul><li>Everyone is muted during lecture </li></ul><ul><li>Set times for discussion </li></ul><ul><li>For questions other times, use chat </li></ul><ul><li>Using Chat - Favorite Web-based Tool(s) </li></ul><ul><li>Using Poll - Currently Accept Online Donations </li></ul><ul><li>Technical Difficulties? Close and Re-enter Meeting (415) 397-9000 </li></ul>
  3. 3. Responsibilities <ul><li>Respect </li></ul><ul><ul><li>Varied </li></ul></ul><ul><ul><ul><li>Levels </li></ul></ul></ul><ul><ul><ul><ul><li>of Experience </li></ul></ul></ul></ul><ul><li>Participate, Think about Your Angle </li></ul><ul><li>Share your Experiences and Ideas </li></ul><ul><li>During Conversations: </li></ul><ul><li>Be in a Quiet Environment, mute your phone - 6 </li></ul><ul><li>Identify Yourself When Speaking </li></ul><ul><li>One Person Speaking at a Time </li></ul>
  4. 4. Course Overview <ul><li>Systems Analysis </li></ul><ul><li>Hardware, Software and Networks </li></ul><ul><li>Databases aka Constituent Relationhsip Management Systems </li></ul><ul><li>Technology Planning, Budgeting and Implementation </li></ul><ul><li>The eNonprofit: Effective Internet Presence </li></ul><ul><li>The eNonprofit: Online Engagement and Internet Services </li></ul><ul><li>The Future: Latest and Greatest NPO Tools </li></ul>
  5. 5. Session Agenda <ul><li>Session Overview </li></ul><ul><li>Internet Tools and Services </li></ul><ul><ul><li>Online Fundraising </li></ul></ul><ul><ul><li>Online Donation Processing </li></ul></ul><ul><ul><li>Email Communication </li></ul></ul><ul><ul><li>Organizational Capacity </li></ul></ul><ul><ul><li>Data Management </li></ul></ul><ul><ul><li>Integrated Services </li></ul></ul><ul><li>Discussion </li></ul><ul><li>Evaluation </li></ul>
  6. 6. Online Fundraising: Same Paradigm, Different Tools Source Informaton: The NonProfit Handbook, James Greenfield, 2002 Supplement, 3 rd Edition, (AFP/Wiley Fund Development Series), Prospects Involved Prospects Supporters Attract Commit Engage Retain Drive Traffic, Collect Email addresses Interact by web and email Online Donation Personalized web/email contact Committed Supporters
  7. 7. Online Donation Systems <ul><li>Internet “back-end” software that allows a web visitor to donate money to your org via credit card </li></ul><ul><li>Online Donation Processing vendors vary: </li></ul><ul><ul><li>Some are part of a larger software suite (Blackbaud) </li></ul></ul><ul><ul><li>Some only do online donation processing (DonateNow) </li></ul></ul><ul><ul><li>Some do online donations, event registration (Convio) </li></ul></ul><ul><li>Business model includes: </li></ul><ul><ul><li>Setup Fee </li></ul></ul><ul><ul><li>Monthly Fee </li></ul></ul><ul><ul><li>Transaction Fee </li></ul></ul><ul><ul><li>Credit Card processing fee </li></ul></ul><ul><ul><li>Merchant Account requirement </li></ul></ul>
  8. 8. Online Donation Rules <ul><li>39 states require that nonprofits register for charitable solicitation status to fundraise in that state </li></ul><ul><li>Some online donation processing vendors will register for you (Network for Good/ </li></ul><ul><li>More info at Techsoup “Internet Issues for Tax Exempt Organizations” by Alice Anderson/Robert Wexler </li></ul>
  9. 9. Donations Identify Supporters Prospects Involved Prospects Supporters Drive Traffic, Collect Email addresses Interact by web and email Online Donation Personalized web/email contact Committed Supporters
  10. 10. Online Donation Tips <ul><li>Make Donate Now button immediately visible: Above “the fold” </li></ul><ul><li>Put a Donate option on every page </li></ul><ul><li>Minimize the number of clicks to make a transaction </li></ul><ul><ul><li>Don’t ask for more information than what is needed for the transaction </li></ul></ul><ul><li>Show that your site is secure </li></ul><ul><ul><li>https://, Info about SSL and digital certificates </li></ul></ul><ul><li>Consider carefully using a service where it is obvious that the donor is sent to another site to give </li></ul><ul><ul><li>Donors may lack confidence that they are giving to YOU </li></ul></ul>
  11. 11. Online Donation Tips <ul><li>Include a brief sentence on why people should give and the great things you will do with the money </li></ul><ul><li>Give options for donating (online/phone/fax/mail) </li></ul><ul><li>If you have appeals or membership: </li></ul><ul><ul><li>Link to detailed information on a separate page </li></ul></ul><ul><ul><li>Appeals are most effective when date-specific </li></ul></ul><ul><li>Create a donor thank you verification page and send an automatic email thank you </li></ul><ul><ul><li>Include in the email thank-you a link to your website </li></ul></ul><ul><li>Send a mail acknowledgement within 24-48 hours of the email acknowledgement </li></ul>
  12. 12. Donation Systems - Key Elements <ul><li>Excellent customer support, user interface and ease of setup </li></ul><ul><li>Download your data 24/7 with multiple reports </li></ul><ul><li>Customize the donation page with look of your web site </li></ul><ul><li>Ability to issue to the donor both an on-screen and email receipt </li></ul><ul><li>Ability to handle recurring donations </li></ul><ul><li>Ability to handle premiums (incentives) </li></ul><ul><li>A trusted vendor: it’s your job to investigate them </li></ul><ul><ul><li>Complete merchant banking and credit card processing </li></ul></ul><ul><ul><li>Trusted security system (SSL) </li></ul></ul>
  13. 13. Review: Online Donations <ul><li>Register or use a vendor who registers </li></ul><ul><li>Have a donor-friendly and donation-friendly website </li></ul><ul><li>Give other options for donating/giving </li></ul><ul><li>Thank you’s and follow-up </li></ul><ul><li>See Idealware report in Forum Library </li></ul><ul><li>Questions? Experience? </li></ul>
  14. 14. Email <ul><li>Why Email is so Great </li></ul><ul><li>Email Strategy </li></ul><ul><li>Email Spam Guidelines </li></ul><ul><li>Email Messaging Systems </li></ul><ul><li>Vendors </li></ul><ul><li>Examples from the Inbox </li></ul>
  15. 15. Why Email? <ul><li>People respond quickly - to compelling messages </li></ul><ul><li>Word of mouse (pass info to friends,“viral marketing”) </li></ul><ul><li>People email more often than they make an online donation </li></ul><ul><li>When combined, email, direct mail and web activities are powerful advocacy and fundraising tools </li></ul><ul><li>Higher Response Rates (Email 5-15%, Direct Mail .5 - 5%) </li></ul><ul><li>Inexpensive (Email .20/ea., Direct Mail .75 - 2.00/ea.) </li></ul><ul><li>Immediacy - 80% respond within 48 hours of email </li></ul>1 Source: Jupitor Communications 2 The eMail Marketing Report, eMarketer 2001 Source of slide: Introduction to eMarketing, Convio Corporation
  16. 16. Email Strategy <ul><li>Regular Email Communication is a relationship cultivation activity </li></ul><ul><li>Combining email and web activities allows you to reach and re-reach donors/prospects through iterative contact </li></ul><ul><li>Combining email and direct mail builds personal relationships </li></ul><ul><li>Personal relationships are the heart of fundraising </li></ul>
  17. 17. Email Techniques <ul><li>Hypertext links “Click here to read more; See the pictures here ” </li></ul><ul><li>Word of Mouse marketing (viral) “Email this article to a friend; Spread the word” </li></ul><ul><li>Personalized greetings and references “Dear Susan, salmon can’t write to their senator but you can” </li></ul><ul><li>Incentives “Members receive a 10% discount on all books and classes! ” </li></ul><ul><li>List segmentation - Let’s email only non-member donors who gave $50 or less </li></ul><ul><li>Click-through tracking “How many people clicked on that link?” </li></ul>
  18. 18. Enewsletter Techniques <ul><li>Create Table of Contents - glance-able, enticing </li></ul><ul><li>Establish the Brand of your organization </li></ul><ul><ul><li>Create Headers and footers with your org name and date </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Write for readers to scan </li></ul></ul><ul><ul><li>Create links to longer items on the Web </li></ul></ul><ul><li>Establish Timing for newsletter </li></ul><ul><ul><li>Keep to regular schedule: quarterly, monthly, weekly </li></ul></ul><ul><li>Provide ability to pass the eNewsletter to a friend </li></ul>
  19. 19. Avoiding the SPAM label <ul><li>ASK for and DOCUMENT permission to email Online and Offline </li></ul><ul><li>Postal Address and Unsubscribe option in every email </li></ul><ul><li>NO renting or buying lists - Cross-pollenate </li></ul><ul><li>Manage Data - “Do Not Email”, “Do Not Send Enewsletter” fields in your database, honor “unsubscribes” </li></ul><ul><li>Accurate Subject and From lines - no sensational language </li></ul><ul><li>Email Privacy Policy </li></ul><ul><li>Ask stakeholders desired frequency of communications </li></ul>
  20. 20. Bulk Email Systems <ul><li>Bulk Email systems are online software vendors that send bulk email for your organization </li></ul><ul><li>Features vary, but generally: </li></ul><ul><ul><li>Create a database of email addresses </li></ul></ul><ul><ul><li>Conduct email campaigns (send bulk personalized email) </li></ul></ul><ul><ul><li>Put a “Subscribe to Our Newsletter” function on your website </li></ul></ul><ul><ul><li>Allow recipients to unsubscribe/subscribe to email lists </li></ul></ul><ul><ul><li>Create HTML emails </li></ul></ul><ul><ul><li>Track click-thru’s on urls </li></ul></ul>
  21. 21. Email Systems - Key Elements <ul><li>Clear spam prevention policy; good ISP relationships </li></ul><ul><li>Ability to set “To,” “From” and “Reply “addresses </li></ul><ul><li>Easy subscribe, unsubscribe </li></ul><ul><li>Automatic removal of unsubscribes, bounces </li></ul><ul><li>Subscription confirmation option </li></ul><ul><li>Easy to understand user interface </li></ul><ul><li>Ability to segment list </li></ul><ul><li>Trackable URLs so that you can analyze email recipient behavior </li></ul><ul><li>HTML sniffer </li></ul><ul><li>See Idealware report in Forum Library </li></ul>
  22. 22. Tracking & Measurement <ul><li>The success of email campaigns depends on goals and benchmarks for those goals </li></ul><ul><li>An email messaging service allows you to track subscriber activity (benchmarks) </li></ul><ul><li>Knowledge of subscriber activity can tell you: </li></ul><ul><ul><li>What emails get read </li></ul></ul><ul><ul><li>What people click on </li></ul></ul><ul><ul><li>What people respond to to with actions or donations </li></ul></ul><ul><ul><li>Who is subscribing/unsubscribing </li></ul></ul><ul><li>Knowledge of results and examining patterns helps you create more effective campaigns </li></ul>
  23. 23. eNewsletter delivery statistics eNewsletter clickthrough statistics
  24. 24. Specific url clickthrough statistics
  25. 25. Review: Email <ul><li>Use your web site to gather email addresses </li></ul><ul><li>Build your email list everywhere to increase prospects: </li></ul><ul><ul><li>Combine all spreadsheets in your office </li></ul></ul><ul><ul><li>Gather emails at events, phone calls </li></ul></ul><ul><ul><li>All print materials </li></ul></ul><ul><li>Locate an email messaging vendor appropriate for your budget and start using the service </li></ul><ul><li>Start emailing updates, then a campaign, then a regular e-newsletter </li></ul><ul><li>Assign a staff person to handle email campaigns and administration </li></ul><ul><li>Test approaches, respond to data and track results </li></ul>
  26. 26. Discussion: Email <ul><li>Do you gather email addresses </li></ul><ul><li>Do you have an email messaging vendor? </li></ul><ul><li>What kinds of email do you send? </li></ul><ul><li>Who handles email campaigns and administration? </li></ul><ul><li>What results have you had? </li></ul>
  27. 27. Organizational Capacity <ul><li>What questions should we be asking ourselves? </li></ul><ul><li>What pieces need to be in place for our organization to be a successful “eNonprofit”? </li></ul><ul><li>How do we best focus organizational energy? </li></ul>
  28. 28. Organizational Capacity Database Established Strategies Operations (Staff and Technology) Time Money
  29. 29. Capacity Snapshot Database Fundraising Strategy Operations Time Money + + + + = Your Organization’s Communications Capacity
  30. 30. Internet Tools Evolution Source Informaton: The NonProfit Handbook, James Greenfield, 2002 Supplement, 3 rd Edition, (AFP/Wiley Fund Development Series) Web Site Email Messaging Program Integrated Systems Phase 1 Online Donation Processing Phase 2 Phase 5 Phase 4 Phase 3 Interactive Website Organizational Resources and Capacity Must Also Increase
  31. 31. Are Goals Balanced with Capacity? Web Site Email Messaging Program Integrated Systems Phase 1 Online Donation Processing Phase 2 Phase 5 Phase 4 Phase 3 Interactive Website
  32. 32. Create Strategy Based on Capacity <ul><li>First things first: </li></ul><ul><ul><li>Your Data </li></ul></ul><ul><ul><li>Your Website </li></ul></ul><ul><ul><li>Online Donation System </li></ul></ul><ul><ul><li>Email Messaging System </li></ul></ul><ul><li>Go for the long-haul; online engagement is not a quick-fix and will not bring instant results </li></ul><ul><li>Develop a team of interdepartmental staff/board </li></ul><ul><li>Make a budget </li></ul><ul><li>Create a vision, make goals, plan an approach </li></ul>
  33. 33. Data Management <ul><li>Online engagement activities will require back-end data administration and integration </li></ul><ul><li>Data integration means matching email/web information to offline databases </li></ul><ul><li>Each organization has a unique and dynamic set of information and information vendors </li></ul><ul><li>Staff resources need to be assigned to manage, analyze and report donor data </li></ul><ul><li>The role of a database administrator is extremely important to successful fundraising and engagement </li></ul>
  34. 34. <ul><li>New email addresses from direct mail </li></ul><ul><li>Change of addresses from direct mail </li></ul><ul><li>New prospects with email addresses </li></ul>Online Event Registration <ul><li>New donors, new email addresses </li></ul><ul><li>Change of email address </li></ul><ul><li>Segment codes from database to email db for direct mail emails </li></ul><ul><li>New email subscribers with addresses and segment codes </li></ul><ul><li>Email Unsubscribers </li></ul><ul><li>Bad email addresses </li></ul><ul><li>Change of address </li></ul>Internet Direct Mail Fundraising Database E-Mail Database Online Donations Internet Email Database to Fundraising Database Fundraising Database to Email Database <ul><li>Newsletter Signups/Web registrations </li></ul><ul><li>Contact includes segment codes </li></ul>Internet Email/Web Subscriber Sample Work and Data Flow for Email/Database Administration Database Administrator: Part Mom; Part Cop Database Administrator manages workflow @ @
  35. 35. Integrated Online Services <ul><li>Integrated services/systems are either hosted software systems (application service providers or ASPs) or software suites </li></ul><ul><li>Integrated systems combine and manage data integration between online donation processing, email management, web and database administration. They can include modules for: </li></ul><ul><ul><li>Web site content management </li></ul></ul><ul><ul><li>Email messaging </li></ul></ul><ul><ul><li>Credit card processing </li></ul></ul><ul><ul><li>Donor database, giving history </li></ul></ul><ul><ul><li>E-commerce </li></ul></ul><ul><ul><li>Events registration & mgmt </li></ul></ul><ul><ul><li>Advocacy campaigns </li></ul></ul>
  36. 36. Integrated Systems Advantages <ul><li>Eliminates “silos” of data </li></ul><ul><ul><li>Donor data and web data are easily combined </li></ul></ul><ul><ul><li>Event registration, survey information, email click -throughs can all be tracked into donor database </li></ul></ul><ul><ul><li>You don’t have to import and export data from one system to another </li></ul></ul><ul><ul><li>Reduces misinformation and duplicate information carried through systems </li></ul></ul><ul><li>Allows powerful integrated marketing and fundraising tools </li></ul><ul><ul><li>Can segment data </li></ul></ul><ul><ul><li>Can track big picture of donor </li></ul></ul><ul><ul><li>Can update content of website easily by non-technical staff </li></ul></ul>
  37. 37. Integrated Systems Disadvantages <ul><li>Expense ($3,000 - $50,000 + setup, $300 - $5,000+ per month) </li></ul><ul><li>They involve conversion of existing data and systems into the new system </li></ul><ul><li>Sector is young; there will be changes in vendors </li></ul><ul><li>Your organization has to be committed to changing business processes and providing staff resources and training </li></ul>
  38. 38. Reflection and Discussion <ul><li>Your Experience </li></ul><ul><li>Online Fundraising </li></ul><ul><li>Email Communications </li></ul><ul><li>Organizational Capacity </li></ul><ul><li>Integrated Systems </li></ul><ul><li>This makes me think about…. </li></ul>
  39. 39. Evaluation & Learning More <ul><li>Please Complete the Evaluation </li></ul><ul><li>Visit Affinity Group Forum: </li></ul><ul><li>Review Suggested Readings and Resources </li></ul><ul><li>Share Insights, Ideas in the Affinity Group Forum </li></ul>
  40. 40. Thank you - Next Time: <ul><li>The Next Latest Things: The Future of Technology in Nonprofits </li></ul><ul><li>We are now in the world of Web 2.0 where organizations are beginning to tap the power of the community. We’ll review the democratizing effects of things like folksonomy and social media. Learn about new tools and how to best determine their appropriateness for a nonprofit. </li></ul>