SlideShare a Scribd company logo
1 of 35
Download to read offline
Optimizing Multi-Channel 
Fundraising with eTapestry 
PRESENTED BY PAM DECHERT, CFRE 
SENIOR CONSULTANT ETAPESTRY
How you can optimize your online 
giving page? 
#bbcon 
2 #bbcon 
Tweet this now
Take-away from today’s session 
• What does multi-channel fundraising look like in 2014? 
• How are eTapestry customers doing? 
• How can we optimize eTapestry tools for multi-channel 
fundraising? 
• What we know about optimizing 
• Donation forms 
• Email 
• What steps can you take to improve your donor’s multi-channel 
experience when you get back to the office? 
3 #bbcon
Multi-Channel Fundraising in 2014 
4 #bbcon
Multi-channel is:
And they want online engagement 
• More than half of donors received information 
from their favorite charity via Web site (51%) and 
by email (52%) 
• Donors preferred to spread the word about their 
favorite charity by email (51%), Facebook (15%) 
and in person. 
• When looking for information, the web is a donors’ 
top choice 
• Donors aged 50+ preferred visiting the web and 
receiving email to stay in touch 
Did you know? 
• 86% say they visit websites before making a gift 
• Half say giving online is their preferred method 
NTEN Donor Engagement Benchmark Study 2012
2013 CHARITABLE GIVING TRENDS – KEY TAKEAWAYS 
Online Giving was up 13.5% in 
2013, compared to the overall 
giving increase of 4.9%
2013 Charitable giving trends – key takeaways 
• Large organizations had the 
greatest increase in overall 
charitable giving in 2013, 
while small organizations 
had the greatest increase in 
online giving during 2013. 
• Online giving accounted for 
6.4% of all charitable giving 
in 2013. 
• Faith-based organizations 
had the greatest increase in 
online giving in 2013 (18.1%) 
8 #bbcon
2013 Charitable giving trends – key takeaways 
• More than one-third (33.6%) of overall 
charitable giving happens in the last three 
months of the year, with the highest 
percentage (17.5%) coming in December. 
• February is the slowest month for overall 
giving. 
• January is the slowest month for online giving. 
• December is the biggest month for all online 
and offline giving.
How are eTapestry nonprofits doing? 
10 #bbcon
Some key take-away numbers: 
• Over 5400 DIY 
pages live! 
• $187 average gift 
• $77,152,473 raised 
• 414,620 
transactions 
In 2013: 
• $171 average gift 
• $41,130,000 raised 
• 255,926 
transactions 
Through 
June 
2014:
What if we optimized? 
Sample eTapestry nonprofit (real customer) 
• Assuming a 1% conversion rate on their online giving page. 
• They raised $41,224 last year from 289 donors, $153 average gift 
What if? 
• Optimize giving experience and raise conversion by: 
• 2% - could raise over $88,000 
• 3% - could raise over $132,000 
Wouldn’t you do it?
Optimize DIY and Email by:
Are you optimizing YOUR DIY pages? 
• Is it branded? 
• Is it easy to find? 
• How many clicks? Click 
away? 
• Landing pages? 
• Is there a clear Call to 
Action? 
• How much info is 
gathered? 
• Is it mobile responsive? 
• Recurring gifts? 
• Targeted Gift Amounts? 
• What happens after the 
gift? 
• Are communications after 
targeted? 
Source: Dunham + Companyy
Start with Branding - Embeddable form
If you already have embedded forms: 
• Republish your forms! Our DIY pages are now Mobile Responsive as of 
the last release!
Embedded Branded pages
Embedded DIY to match website
Embedded DIY to match website
Create Confirmation to Match Website and 
DIY form – for each page or Call to Action
Create follow up email ‘Welcome Series’ at the same time! 
• Create branded welcome enewsletter series 
in eTapestry 
• Create a dynamic query for all online gifts, or 
all new online gifts 
• Schedule ahead of time and change the time 
of delivery 
C 
• Invite them to volunteer, tell them about 
another donor, ask again, invite, engage 
• Drive to social media, multiple touchpoints
Location and Position of DIY page 
• On average it takes 4 clicks to get to a nonprofit donation page! 
• Eliminate multiple ‘clicks’ through before they can actually make the 
donation!
How strong is the Call to Action? 
• What’s the goal of an online giving page? 
• TO GET A GIFT!!! But less than 50% of pages have a clear call to action 
on the landing page! 
• Only 14% of landing pages create a sense of urgency 
• 17% have conflicting calls to action 
• What gift amounts are you suggesting? 
• Only 22% of pages have suggested giving amounts 
• Select the one you’d like the donor to choose 
• Change the Ask Amounts throughout the year 
• Are you offering and encouraging recurring giving?
Use Landing Pages and Directed Asks
Which would you donate to?
You have lots of pages you can create
Encourage Recurring Gifts & Pre-Select what 
you’d like the donor to choose
Ask Amounts & Holiday Giving Strategy 
• Online Average Gift Size has Seasonality 
• Do you change your ask amount? 
• Can you test and change your ask this year? 
• Online Average Gift Size More Than Doubles in December
Use Advanced Email to build an active 
strategy
Basic Segmentation 
Group supporters based on common characteristics (you already know). 
• When starting out, try to create a “BEST” segment (based on “best” offline segment). 
• Others may include: 
• New/Prospective 
• Current/Major 
• Lapsed 
• Build a basic communication plan/goal for each segment. 
• The better you know your audience, the more "personal" your message. 
• Gain trust…greet the reader by name. 
• Reference past interactions or observed behavior when possible. 
• When in doubt, segment your email list like you would for direct mail. 
• Try similar segments to your Direct Mail program; test out new segments at low cost.
Segments Organizational Goal Suggested Message(s) 
New/Prospective  Introduce yourself; engage prospect 
 Capture interests/preferences for future 
communication/cultivation 
 Solicit some type of participation/activity 
(donation, membership, event registration, 
etc.) 
 Send Website "Welcome" Message 
 Share useful information; increase interest in your 
cause (via newsletters/fact-based emails) 
 Provide opportunities to participate at various levels 
(events, volunteer, advocacy, etc.) 
 Soft asks/appeals 
Current/High  May be considered your "BEST" supporters 
 Need to be kept happy/engaged 
 Need to feel like they are valued and that you 
"know" them 
 Send (regular) eNewsletter / Annual Report 
 Send status/thank you emails often 
 Showcase successes; regularly communicate benefits 
of supporting your organization 
 Survey 2-4x per year to capture preferences and user 
feedback 
 Send regular appeals (targeted ask amounts) 
 Include in Planned and/or Major Giving communication 
Current/Middle  Need to upgrade these supporters; goal is to 
move them up the ladder 
 Need to be kept happy/engaged 
 Need to find out what they really value – 
leverage this to increase ask amount/frequency 
 Send (regular) eNewsletter / Annual Report 
 Send status/thank you emails after user action 
 Showcase successes; regularly communicate benefits 
of supporting your organization 
 Survey 1-2x per year to capture preferences and user 
feedback 
 Send regular appeals (upgrade ask amount) 
Lapsed  Need to re-engage or remove 
 Don’t waste paper/postage if possible 
 Find out what level of interest and what topics 
of interest they have 
 Let them go if they are not interested – focus 
on those who are 
 Communicate 2-4x per year (remind of available 
subscriptions/upcoming events, etc.) 
 Survey 1x per year to capture interests 
 Send message with option to remove self entirely 
and/or options for increasing/decreasing participation 
("Don’t you like us anymore? If not, we’ll stop bugging 
you")
Monitor and Adjust: eTapestry Reports
Optimizing Multi-Channel Fundraising 
with eTapestry 
• You have the DIY pages, Advanced Email and CRM tools to 
optimize your online giving. 
• Online Giving grew 13.5% this year, imagine how much you can 
grow your giving by optimizing your pages. 
• Use best practices of embedding, landing pages, ask amounts, 
recurring gifts on your pages. 
• Query and segment your database; using Advanced Email and 
other channels to engage donors. 
• Test, adjust and PowerOn!
Optimization Resources 
• NP Experts – Webinars & eBook: https://www.blackbaud.com/nonprofit-resources/ 
npexperts?utm_source=blackbaud&utm_medium=website&ut 
m_content=homepage&utm_term=corp&utm_campaign=npEXPERTS201 
4#.VDHFPPldXhA 
• eTapestry Resources for you: https://www.blackbaud.com/fundraising-crm/ 
etapestry/resources 
• NEW eTapestry User Community: 
http://community.convio.com/t5/eTapestry/ct-p/BBeTap 
• eTapestry Consulting Services: etapconsulting@blackbaud.com
Are you pumped up and ready to go? 
Don’t forget to complete 
a session survey! 
Each completed survey enters you into a drawing to win a 
complimentary registration to bbcon 2015 in Austin, Texas*. 
*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be 
exchanged, applied to, or combined with any other offer. 
35 #bbcon

More Related Content

What's hot

Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010Dunham+Company
 
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutesBloomerang
 
Integrated Fundraising Strategy - Regular Giving Donor Acquisition
Integrated Fundraising Strategy - Regular Giving Donor AcquisitionIntegrated Fundraising Strategy - Regular Giving Donor Acquisition
Integrated Fundraising Strategy - Regular Giving Donor AcquisitionShanelle Clapham Digital Fundraising
 
GlobalGiving Workshop Presentation_Eastern Europe
GlobalGiving Workshop Presentation_Eastern EuropeGlobalGiving Workshop Presentation_Eastern Europe
GlobalGiving Workshop Presentation_Eastern EuropeGlobalGiving
 
New parter workshop powerpoint zug (03.11)
New parter workshop powerpoint zug (03.11)New parter workshop powerpoint zug (03.11)
New parter workshop powerpoint zug (03.11)GlobalGiving
 
Digging Deeper Into Donor Preferences | AFPFC 2016
Digging Deeper Into Donor Preferences | AFPFC 2016Digging Deeper Into Donor Preferences | AFPFC 2016
Digging Deeper Into Donor Preferences | AFPFC 2016Abila
 
The Future of Online Giving - Are You Awake?
The Future of Online Giving - Are You Awake?The Future of Online Giving - Are You Awake?
The Future of Online Giving - Are You Awake?Blackbaud
 
Digital fundraising input
Digital fundraising inputDigital fundraising input
Digital fundraising inputFairSay
 
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact Blackbaud
 
14 Things Your Website Needs for Effective Fundraising in 2014
14 Things Your Website Needs for Effective Fundraising in 201414 Things Your Website Needs for Effective Fundraising in 2014
14 Things Your Website Needs for Effective Fundraising in 2014Abila
 
How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study
How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case StudyHow to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study
How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case StudyKimbia, Inc
 
Webinar: Trends in End of Year Fundraising
Webinar: Trends in End of Year FundraisingWebinar: Trends in End of Year Fundraising
Webinar: Trends in End of Year FundraisingCharity Dynamics
 
Abila Peer-to-peer fundraising
Abila Peer-to-peer fundraisingAbila Peer-to-peer fundraising
Abila Peer-to-peer fundraisingAbila
 
Nonprofit Online Marketing Strategies (SEO, PPC, Facebook)
Nonprofit Online Marketing Strategies (SEO, PPC, Facebook)Nonprofit Online Marketing Strategies (SEO, PPC, Facebook)
Nonprofit Online Marketing Strategies (SEO, PPC, Facebook)ForwardJump Marketing
 
Crowdfunding for your cause
Crowdfunding for your causeCrowdfunding for your cause
Crowdfunding for your causeKimbia, Inc
 
Fundraising in an Election Year: How to Rise Above the Noise
Fundraising in an Election Year: How to Rise Above the NoiseFundraising in an Election Year: How to Rise Above the Noise
Fundraising in an Election Year: How to Rise Above the NoiseKimbia, Inc
 
#GivingTuesday is Over, Now What?
#GivingTuesday is Over, Now What?#GivingTuesday is Over, Now What?
#GivingTuesday is Over, Now What?Kimbia, Inc
 
Webinar - Building a Successful Monthly Giving Program - 2018-07-26
Webinar - Building a Successful Monthly Giving Program - 2018-07-26Webinar - Building a Successful Monthly Giving Program - 2018-07-26
Webinar - Building a Successful Monthly Giving Program - 2018-07-26TechSoup
 
Developing a Donor Focused Communication Strategy
Developing a Donor Focused Communication StrategyDeveloping a Donor Focused Communication Strategy
Developing a Donor Focused Communication StrategyBrian Barela
 

What's hot (20)

Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
 
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
 
Integrated Fundraising Strategy - Regular Giving Donor Acquisition
Integrated Fundraising Strategy - Regular Giving Donor AcquisitionIntegrated Fundraising Strategy - Regular Giving Donor Acquisition
Integrated Fundraising Strategy - Regular Giving Donor Acquisition
 
GlobalGiving Workshop Presentation_Eastern Europe
GlobalGiving Workshop Presentation_Eastern EuropeGlobalGiving Workshop Presentation_Eastern Europe
GlobalGiving Workshop Presentation_Eastern Europe
 
New parter workshop powerpoint zug (03.11)
New parter workshop powerpoint zug (03.11)New parter workshop powerpoint zug (03.11)
New parter workshop powerpoint zug (03.11)
 
Digging Deeper Into Donor Preferences | AFPFC 2016
Digging Deeper Into Donor Preferences | AFPFC 2016Digging Deeper Into Donor Preferences | AFPFC 2016
Digging Deeper Into Donor Preferences | AFPFC 2016
 
The Future of Online Giving - Are You Awake?
The Future of Online Giving - Are You Awake?The Future of Online Giving - Are You Awake?
The Future of Online Giving - Are You Awake?
 
Digital fundraising input
Digital fundraising inputDigital fundraising input
Digital fundraising input
 
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact
 
14 Things Your Website Needs for Effective Fundraising in 2014
14 Things Your Website Needs for Effective Fundraising in 201414 Things Your Website Needs for Effective Fundraising in 2014
14 Things Your Website Needs for Effective Fundraising in 2014
 
How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study
How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case StudyHow to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study
How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study
 
Donor journeys
Donor journeysDonor journeys
Donor journeys
 
Webinar: Trends in End of Year Fundraising
Webinar: Trends in End of Year FundraisingWebinar: Trends in End of Year Fundraising
Webinar: Trends in End of Year Fundraising
 
Abila Peer-to-peer fundraising
Abila Peer-to-peer fundraisingAbila Peer-to-peer fundraising
Abila Peer-to-peer fundraising
 
Nonprofit Online Marketing Strategies (SEO, PPC, Facebook)
Nonprofit Online Marketing Strategies (SEO, PPC, Facebook)Nonprofit Online Marketing Strategies (SEO, PPC, Facebook)
Nonprofit Online Marketing Strategies (SEO, PPC, Facebook)
 
Crowdfunding for your cause
Crowdfunding for your causeCrowdfunding for your cause
Crowdfunding for your cause
 
Fundraising in an Election Year: How to Rise Above the Noise
Fundraising in an Election Year: How to Rise Above the NoiseFundraising in an Election Year: How to Rise Above the Noise
Fundraising in an Election Year: How to Rise Above the Noise
 
#GivingTuesday is Over, Now What?
#GivingTuesday is Over, Now What?#GivingTuesday is Over, Now What?
#GivingTuesday is Over, Now What?
 
Webinar - Building a Successful Monthly Giving Program - 2018-07-26
Webinar - Building a Successful Monthly Giving Program - 2018-07-26Webinar - Building a Successful Monthly Giving Program - 2018-07-26
Webinar - Building a Successful Monthly Giving Program - 2018-07-26
 
Developing a Donor Focused Communication Strategy
Developing a Donor Focused Communication StrategyDeveloping a Donor Focused Communication Strategy
Developing a Donor Focused Communication Strategy
 

Viewers also liked

Lean Startup: Getting out there & changing the world
Lean Startup: Getting out there & changing the worldLean Startup: Getting out there & changing the world
Lean Startup: Getting out there & changing the worldAbby Fichtner
 
Lean Startup Essentials - Le Camping Edition
Lean Startup Essentials - Le Camping EditionLean Startup Essentials - Le Camping Edition
Lean Startup Essentials - Le Camping EditionLukas Fittl
 
Common Mobile Design FAILS (And How To Fix Them)
Common Mobile Design FAILS (And How To Fix Them)Common Mobile Design FAILS (And How To Fix Them)
Common Mobile Design FAILS (And How To Fix Them)xanadumobile
 
Making a case for Gamification in Corporate Learning - People Matters Social ...
Making a case for Gamification in Corporate Learning - People Matters Social ...Making a case for Gamification in Corporate Learning - People Matters Social ...
Making a case for Gamification in Corporate Learning - People Matters Social ...MindTickle
 
Lean Startup: Getting out there & Changing the World
Lean Startup: Getting out there & Changing the WorldLean Startup: Getting out there & Changing the World
Lean Startup: Getting out there & Changing the WorldAbby Fichtner
 
IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving)
IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving) IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving)
IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving) JustGiving
 
Facebook Best Practices
Facebook Best PracticesFacebook Best Practices
Facebook Best PracticesJackson Wise
 
How to Optimize the Content Experience
How to Optimize the Content ExperienceHow to Optimize the Content Experience
How to Optimize the Content ExperienceUberflip
 
Lean Startups: A Success Blueprint for Early-Stage Entrepreneurs
Lean Startups: A Success Blueprint for Early-Stage EntrepreneursLean Startups: A Success Blueprint for Early-Stage Entrepreneurs
Lean Startups: A Success Blueprint for Early-Stage EntrepreneursAbby Fichtner
 
Lean Startup Applied: Building New Products for New Markets
Lean Startup Applied: Building New Products for New MarketsLean Startup Applied: Building New Products for New Markets
Lean Startup Applied: Building New Products for New MarketsAbby Fichtner
 
Lean Startup- a primer for Entrepreneurs
Lean Startup- a primer for EntrepreneursLean Startup- a primer for Entrepreneurs
Lean Startup- a primer for EntrepreneursJustin Pirie
 
Lean Startup Metrics & Analytics
Lean Startup Metrics & AnalyticsLean Startup Metrics & Analytics
Lean Startup Metrics & AnalyticsNicola Junior Vitto
 
McKinsey Global Institute Report - A labor market that works: Connecting tale...
McKinsey Global Institute Report - A labor market that works: Connecting tale...McKinsey Global Institute Report - A labor market that works: Connecting tale...
McKinsey Global Institute Report - A labor market that works: Connecting tale...McKinsey & Company
 
5 Content-First Marketing Steps to Jurassic Conversion
5 Content-First Marketing Steps to Jurassic Conversion5 Content-First Marketing Steps to Jurassic Conversion
5 Content-First Marketing Steps to Jurassic ConversionAngie Schottmuller
 

Viewers also liked (15)

Lean Startup: Getting out there & changing the world
Lean Startup: Getting out there & changing the worldLean Startup: Getting out there & changing the world
Lean Startup: Getting out there & changing the world
 
Lean Startup Essentials - Le Camping Edition
Lean Startup Essentials - Le Camping EditionLean Startup Essentials - Le Camping Edition
Lean Startup Essentials - Le Camping Edition
 
Law and Ethics in the Sharing Economy
Law and Ethics in the Sharing EconomyLaw and Ethics in the Sharing Economy
Law and Ethics in the Sharing Economy
 
Common Mobile Design FAILS (And How To Fix Them)
Common Mobile Design FAILS (And How To Fix Them)Common Mobile Design FAILS (And How To Fix Them)
Common Mobile Design FAILS (And How To Fix Them)
 
Making a case for Gamification in Corporate Learning - People Matters Social ...
Making a case for Gamification in Corporate Learning - People Matters Social ...Making a case for Gamification in Corporate Learning - People Matters Social ...
Making a case for Gamification in Corporate Learning - People Matters Social ...
 
Lean Startup: Getting out there & Changing the World
Lean Startup: Getting out there & Changing the WorldLean Startup: Getting out there & Changing the World
Lean Startup: Getting out there & Changing the World
 
IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving)
IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving) IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving)
IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving)
 
Facebook Best Practices
Facebook Best PracticesFacebook Best Practices
Facebook Best Practices
 
How to Optimize the Content Experience
How to Optimize the Content ExperienceHow to Optimize the Content Experience
How to Optimize the Content Experience
 
Lean Startups: A Success Blueprint for Early-Stage Entrepreneurs
Lean Startups: A Success Blueprint for Early-Stage EntrepreneursLean Startups: A Success Blueprint for Early-Stage Entrepreneurs
Lean Startups: A Success Blueprint for Early-Stage Entrepreneurs
 
Lean Startup Applied: Building New Products for New Markets
Lean Startup Applied: Building New Products for New MarketsLean Startup Applied: Building New Products for New Markets
Lean Startup Applied: Building New Products for New Markets
 
Lean Startup- a primer for Entrepreneurs
Lean Startup- a primer for EntrepreneursLean Startup- a primer for Entrepreneurs
Lean Startup- a primer for Entrepreneurs
 
Lean Startup Metrics & Analytics
Lean Startup Metrics & AnalyticsLean Startup Metrics & Analytics
Lean Startup Metrics & Analytics
 
McKinsey Global Institute Report - A labor market that works: Connecting tale...
McKinsey Global Institute Report - A labor market that works: Connecting tale...McKinsey Global Institute Report - A labor market that works: Connecting tale...
McKinsey Global Institute Report - A labor market that works: Connecting tale...
 
5 Content-First Marketing Steps to Jurassic Conversion
5 Content-First Marketing Steps to Jurassic Conversion5 Content-First Marketing Steps to Jurassic Conversion
5 Content-First Marketing Steps to Jurassic Conversion
 

Similar to Optimizing multi channel fundraising with etapestry 2014

eTapestry Fundraising Essentials 101
eTapestry Fundraising Essentials 101eTapestry Fundraising Essentials 101
eTapestry Fundraising Essentials 101Blackbaud
 
Essentials of fundraising with eTapestry 2014
Essentials of fundraising with eTapestry 2014Essentials of fundraising with eTapestry 2014
Essentials of fundraising with eTapestry 2014Pam Dechert
 
Converting Online Campaigners into Donors
Converting Online Campaigners into DonorsConverting Online Campaigners into Donors
Converting Online Campaigners into DonorsCare2Team
 
Women in development
Women in developmentWomen in development
Women in developmentguest1945e7ca
 
United Way of Tennessee
United Way of TennesseeUnited Way of Tennessee
United Way of Tennesseeguest1945e7ca
 
The Changing Face of Philanthropy
The Changing Face of PhilanthropyThe Changing Face of Philanthropy
The Changing Face of PhilanthropyJocelyn Harmon
 
Tennessee Valley Institute for Nonprofit Excellence
Tennessee Valley Institute for Nonprofit ExcellenceTennessee Valley Institute for Nonprofit Excellence
Tennessee Valley Institute for Nonprofit Excellenceguest1945e7ca
 
Tennessee Valley Institute for Nonprofit Excellence
Tennessee Valley Institute for Nonprofit ExcellenceTennessee Valley Institute for Nonprofit Excellence
Tennessee Valley Institute for Nonprofit Excellenceguest1945e7ca
 
Blackbaud 29 session
Blackbaud 29 sessionBlackbaud 29 session
Blackbaud 29 sessionhjc
 
Optimizing Donation Pages
Optimizing Donation PagesOptimizing Donation Pages
Optimizing Donation Pages54 Degrees
 
NACCDO Integrating Social Media & Direct Mail Field and Keim
NACCDO Integrating Social Media & Direct Mail   Field and KeimNACCDO Integrating Social Media & Direct Mail   Field and Keim
NACCDO Integrating Social Media & Direct Mail Field and KeimPAN - NACCDO
 
The art and science of online fundraising robert wood johnson final
The art and science of online fundraising robert wood johnson finalThe art and science of online fundraising robert wood johnson final
The art and science of online fundraising robert wood johnson finalJocelyn Harmon
 
Connect engage and Convert Donors
Connect engage and Convert DonorsConnect engage and Convert Donors
Connect engage and Convert DonorsInfoTrends
 
Thought leadership webinars achieving exceptional fundraising performance o...
Thought leadership webinars   achieving exceptional fundraising performance o...Thought leadership webinars   achieving exceptional fundraising performance o...
Thought leadership webinars achieving exceptional fundraising performance o...ASI
 
The Early Bird Guide to Epic End of Year Fundraising
The Early Bird Guide to Epic End of Year FundraisingThe Early Bird Guide to Epic End of Year Fundraising
The Early Bird Guide to Epic End of Year FundraisingBloomerang
 
everydayhero-and-Emily-Dougan-Cure-Brain-Cancer-Foundation
everydayhero-and-Emily-Dougan-Cure-Brain-Cancer-Foundationeverydayhero-and-Emily-Dougan-Cure-Brain-Cancer-Foundation
everydayhero-and-Emily-Dougan-Cure-Brain-Cancer-FoundationEmily Dougan
 
Snag 'em for life major gifts - eTapestry User Group 2013
Snag 'em for life   major gifts - eTapestry User Group 2013Snag 'em for life   major gifts - eTapestry User Group 2013
Snag 'em for life major gifts - eTapestry User Group 2013Blackbaud
 

Similar to Optimizing multi channel fundraising with etapestry 2014 (20)

eTapestry Fundraising Essentials 101
eTapestry Fundraising Essentials 101eTapestry Fundraising Essentials 101
eTapestry Fundraising Essentials 101
 
Essentials of fundraising with eTapestry 2014
Essentials of fundraising with eTapestry 2014Essentials of fundraising with eTapestry 2014
Essentials of fundraising with eTapestry 2014
 
E-philanthropy
E-philanthropyE-philanthropy
E-philanthropy
 
Converting Online Campaigners into Donors
Converting Online Campaigners into DonorsConverting Online Campaigners into Donors
Converting Online Campaigners into Donors
 
Women in development
Women in developmentWomen in development
Women in development
 
Women in development
Women in developmentWomen in development
Women in development
 
United Way of Tennessee
United Way of TennesseeUnited Way of Tennessee
United Way of Tennessee
 
The Changing Face of Philanthropy
The Changing Face of PhilanthropyThe Changing Face of Philanthropy
The Changing Face of Philanthropy
 
Tennessee Valley Institute for Nonprofit Excellence
Tennessee Valley Institute for Nonprofit ExcellenceTennessee Valley Institute for Nonprofit Excellence
Tennessee Valley Institute for Nonprofit Excellence
 
Tennessee Valley Institute for Nonprofit Excellence
Tennessee Valley Institute for Nonprofit ExcellenceTennessee Valley Institute for Nonprofit Excellence
Tennessee Valley Institute for Nonprofit Excellence
 
Blackbaud 29 session
Blackbaud 29 sessionBlackbaud 29 session
Blackbaud 29 session
 
Optimizing Donation Pages
Optimizing Donation PagesOptimizing Donation Pages
Optimizing Donation Pages
 
NACCDO Integrating Social Media & Direct Mail Field and Keim
NACCDO Integrating Social Media & Direct Mail   Field and KeimNACCDO Integrating Social Media & Direct Mail   Field and Keim
NACCDO Integrating Social Media & Direct Mail Field and Keim
 
The art and science of online fundraising robert wood johnson final
The art and science of online fundraising robert wood johnson finalThe art and science of online fundraising robert wood johnson final
The art and science of online fundraising robert wood johnson final
 
Connect engage and Convert Donors
Connect engage and Convert DonorsConnect engage and Convert Donors
Connect engage and Convert Donors
 
Thought leadership webinars achieving exceptional fundraising performance o...
Thought leadership webinars   achieving exceptional fundraising performance o...Thought leadership webinars   achieving exceptional fundraising performance o...
Thought leadership webinars achieving exceptional fundraising performance o...
 
The Early Bird Guide to Epic End of Year Fundraising
The Early Bird Guide to Epic End of Year FundraisingThe Early Bird Guide to Epic End of Year Fundraising
The Early Bird Guide to Epic End of Year Fundraising
 
everydayhero-and-Emily-Dougan-Cure-Brain-Cancer-Foundation
everydayhero-and-Emily-Dougan-Cure-Brain-Cancer-Foundationeverydayhero-and-Emily-Dougan-Cure-Brain-Cancer-Foundation
everydayhero-and-Emily-Dougan-Cure-Brain-Cancer-Foundation
 
Snag 'em for life major gifts - eTapestry User Group 2013
Snag 'em for life   major gifts - eTapestry User Group 2013Snag 'em for life   major gifts - eTapestry User Group 2013
Snag 'em for life major gifts - eTapestry User Group 2013
 
Do More 24 Nonprofit Training
Do More 24 Nonprofit TrainingDo More 24 Nonprofit Training
Do More 24 Nonprofit Training
 

More from Pam Dechert

Raise More Money with eTapestry! How one customer raised $19 million!
Raise More Money with eTapestry! How one customer raised $19 million!Raise More Money with eTapestry! How one customer raised $19 million!
Raise More Money with eTapestry! How one customer raised $19 million!Pam Dechert
 
eTapestry Data Health Best Practices
eTapestry Data Health Best PracticeseTapestry Data Health Best Practices
eTapestry Data Health Best PracticesPam Dechert
 
Bbcon etapestry preconference session impact your datbase
Bbcon etapestry preconference session impact your datbaseBbcon etapestry preconference session impact your datbase
Bbcon etapestry preconference session impact your datbasePam Dechert
 
Catholic Radio Association 2009
Catholic Radio Association 2009Catholic Radio Association 2009
Catholic Radio Association 2009Pam Dechert
 
Pam Dechert Updated Webinar
Pam Dechert Updated WebinarPam Dechert Updated Webinar
Pam Dechert Updated WebinarPam Dechert
 
Ccmadevelopmentinstitute June2009
Ccmadevelopmentinstitute June2009Ccmadevelopmentinstitute June2009
Ccmadevelopmentinstitute June2009Pam Dechert
 
What Smart Faith Based Groups Know
What Smart Faith Based Groups KnowWhat Smart Faith Based Groups Know
What Smart Faith Based Groups KnowPam Dechert
 
Pam Dechert Updated Webinar
Pam Dechert Updated WebinarPam Dechert Updated Webinar
Pam Dechert Updated WebinarPam Dechert
 
What Smart Faith Based Groups Know
What Smart Faith Based Groups KnowWhat Smart Faith Based Groups Know
What Smart Faith Based Groups KnowPam Dechert
 
Grabbing Online Technology Faith Based
Grabbing Online Technology Faith BasedGrabbing Online Technology Faith Based
Grabbing Online Technology Faith BasedPam Dechert
 

More from Pam Dechert (11)

Raise More Money with eTapestry! How one customer raised $19 million!
Raise More Money with eTapestry! How one customer raised $19 million!Raise More Money with eTapestry! How one customer raised $19 million!
Raise More Money with eTapestry! How one customer raised $19 million!
 
eTapestry Data Health Best Practices
eTapestry Data Health Best PracticeseTapestry Data Health Best Practices
eTapestry Data Health Best Practices
 
Bbcon etapestry preconference session impact your datbase
Bbcon etapestry preconference session impact your datbaseBbcon etapestry preconference session impact your datbase
Bbcon etapestry preconference session impact your datbase
 
Catholic Radio Association 2009
Catholic Radio Association 2009Catholic Radio Association 2009
Catholic Radio Association 2009
 
Pam Dechert Updated Webinar
Pam Dechert Updated WebinarPam Dechert Updated Webinar
Pam Dechert Updated Webinar
 
Ccmadevelopmentinstitute June2009
Ccmadevelopmentinstitute June2009Ccmadevelopmentinstitute June2009
Ccmadevelopmentinstitute June2009
 
What Smart Faith Based Groups Know
What Smart Faith Based Groups KnowWhat Smart Faith Based Groups Know
What Smart Faith Based Groups Know
 
Pam Dechert Updated Webinar
Pam Dechert Updated WebinarPam Dechert Updated Webinar
Pam Dechert Updated Webinar
 
What Smart Faith Based Groups Know
What Smart Faith Based Groups KnowWhat Smart Faith Based Groups Know
What Smart Faith Based Groups Know
 
Grabbing Online Technology Faith Based
Grabbing Online Technology Faith BasedGrabbing Online Technology Faith Based
Grabbing Online Technology Faith Based
 
Webinar2007 New
Webinar2007 NewWebinar2007 New
Webinar2007 New
 

Recently uploaded

Deep Learning for Images with PyTorch - Datacamp
Deep Learning for Images with PyTorch - DatacampDeep Learning for Images with PyTorch - Datacamp
Deep Learning for Images with PyTorch - DatacampVICTOR MAESTRE RAMIREZ
 
Kawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in TrivandrumKawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in TrivandrumKawika Technologies
 
IA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG timeIA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG timeNeo4j
 
Watermarking in Source Code: Applications and Security Challenges
Watermarking in Source Code: Applications and Security ChallengesWatermarking in Source Code: Applications and Security Challenges
Watermarking in Source Code: Applications and Security ChallengesShyamsundar Das
 
Fields in Java and Kotlin and what to expect.pptx
Fields in Java and Kotlin and what to expect.pptxFields in Java and Kotlin and what to expect.pptx
Fields in Java and Kotlin and what to expect.pptxJoão Esperancinha
 
Top Software Development Trends in 2024
Top Software Development Trends in  2024Top Software Development Trends in  2024
Top Software Development Trends in 2024Mind IT Systems
 
JS-Experts - Cybersecurity for Generative AI
JS-Experts - Cybersecurity for Generative AIJS-Experts - Cybersecurity for Generative AI
JS-Experts - Cybersecurity for Generative AIIvo Andreev
 
Streamlining Your Application Builds with Cloud Native Buildpacks
Streamlining Your Application Builds  with Cloud Native BuildpacksStreamlining Your Application Builds  with Cloud Native Buildpacks
Streamlining Your Application Builds with Cloud Native BuildpacksVish Abrams
 
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/MLBig Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/MLAlluxio, Inc.
 
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.Sharon Liu
 
Webinar_050417_LeClair12345666777889.ppt
Webinar_050417_LeClair12345666777889.pptWebinar_050417_LeClair12345666777889.ppt
Webinar_050417_LeClair12345666777889.pptkinjal48
 
Cybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and BadCybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and BadIvo Andreev
 
Growing Oxen: channel operators and retries
Growing Oxen: channel operators and retriesGrowing Oxen: channel operators and retries
Growing Oxen: channel operators and retriesSoftwareMill
 
Sales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales CoverageSales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales CoverageDista
 
Why Choose Brain Inventory For Ecommerce Development.pdf
Why Choose Brain Inventory For Ecommerce Development.pdfWhy Choose Brain Inventory For Ecommerce Development.pdf
Why Choose Brain Inventory For Ecommerce Development.pdfBrain Inventory
 
OpenChain Webinar: Universal CVSS Calculator
OpenChain Webinar: Universal CVSS CalculatorOpenChain Webinar: Universal CVSS Calculator
OpenChain Webinar: Universal CVSS CalculatorShane Coughlan
 
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...Jaydeep Chhasatia
 
online pdf editor software solutions.pdf
online pdf editor software solutions.pdfonline pdf editor software solutions.pdf
online pdf editor software solutions.pdfMeon Technology
 
Introduction-to-Software-Development-Outsourcing.pptx
Introduction-to-Software-Development-Outsourcing.pptxIntroduction-to-Software-Development-Outsourcing.pptx
Introduction-to-Software-Development-Outsourcing.pptxIntelliSource Technologies
 

Recently uploaded (20)

Deep Learning for Images with PyTorch - Datacamp
Deep Learning for Images with PyTorch - DatacampDeep Learning for Images with PyTorch - Datacamp
Deep Learning for Images with PyTorch - Datacamp
 
Salesforce AI Associate Certification.pptx
Salesforce AI Associate Certification.pptxSalesforce AI Associate Certification.pptx
Salesforce AI Associate Certification.pptx
 
Kawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in TrivandrumKawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in Trivandrum
 
IA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG timeIA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG time
 
Watermarking in Source Code: Applications and Security Challenges
Watermarking in Source Code: Applications and Security ChallengesWatermarking in Source Code: Applications and Security Challenges
Watermarking in Source Code: Applications and Security Challenges
 
Fields in Java and Kotlin and what to expect.pptx
Fields in Java and Kotlin and what to expect.pptxFields in Java and Kotlin and what to expect.pptx
Fields in Java and Kotlin and what to expect.pptx
 
Top Software Development Trends in 2024
Top Software Development Trends in  2024Top Software Development Trends in  2024
Top Software Development Trends in 2024
 
JS-Experts - Cybersecurity for Generative AI
JS-Experts - Cybersecurity for Generative AIJS-Experts - Cybersecurity for Generative AI
JS-Experts - Cybersecurity for Generative AI
 
Streamlining Your Application Builds with Cloud Native Buildpacks
Streamlining Your Application Builds  with Cloud Native BuildpacksStreamlining Your Application Builds  with Cloud Native Buildpacks
Streamlining Your Application Builds with Cloud Native Buildpacks
 
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/MLBig Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
 
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
 
Webinar_050417_LeClair12345666777889.ppt
Webinar_050417_LeClair12345666777889.pptWebinar_050417_LeClair12345666777889.ppt
Webinar_050417_LeClair12345666777889.ppt
 
Cybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and BadCybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and Bad
 
Growing Oxen: channel operators and retries
Growing Oxen: channel operators and retriesGrowing Oxen: channel operators and retries
Growing Oxen: channel operators and retries
 
Sales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales CoverageSales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales Coverage
 
Why Choose Brain Inventory For Ecommerce Development.pdf
Why Choose Brain Inventory For Ecommerce Development.pdfWhy Choose Brain Inventory For Ecommerce Development.pdf
Why Choose Brain Inventory For Ecommerce Development.pdf
 
OpenChain Webinar: Universal CVSS Calculator
OpenChain Webinar: Universal CVSS CalculatorOpenChain Webinar: Universal CVSS Calculator
OpenChain Webinar: Universal CVSS Calculator
 
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
 
online pdf editor software solutions.pdf
online pdf editor software solutions.pdfonline pdf editor software solutions.pdf
online pdf editor software solutions.pdf
 
Introduction-to-Software-Development-Outsourcing.pptx
Introduction-to-Software-Development-Outsourcing.pptxIntroduction-to-Software-Development-Outsourcing.pptx
Introduction-to-Software-Development-Outsourcing.pptx
 

Optimizing multi channel fundraising with etapestry 2014

  • 1. Optimizing Multi-Channel Fundraising with eTapestry PRESENTED BY PAM DECHERT, CFRE SENIOR CONSULTANT ETAPESTRY
  • 2. How you can optimize your online giving page? #bbcon 2 #bbcon Tweet this now
  • 3. Take-away from today’s session • What does multi-channel fundraising look like in 2014? • How are eTapestry customers doing? • How can we optimize eTapestry tools for multi-channel fundraising? • What we know about optimizing • Donation forms • Email • What steps can you take to improve your donor’s multi-channel experience when you get back to the office? 3 #bbcon
  • 6. And they want online engagement • More than half of donors received information from their favorite charity via Web site (51%) and by email (52%) • Donors preferred to spread the word about their favorite charity by email (51%), Facebook (15%) and in person. • When looking for information, the web is a donors’ top choice • Donors aged 50+ preferred visiting the web and receiving email to stay in touch Did you know? • 86% say they visit websites before making a gift • Half say giving online is their preferred method NTEN Donor Engagement Benchmark Study 2012
  • 7. 2013 CHARITABLE GIVING TRENDS – KEY TAKEAWAYS Online Giving was up 13.5% in 2013, compared to the overall giving increase of 4.9%
  • 8. 2013 Charitable giving trends – key takeaways • Large organizations had the greatest increase in overall charitable giving in 2013, while small organizations had the greatest increase in online giving during 2013. • Online giving accounted for 6.4% of all charitable giving in 2013. • Faith-based organizations had the greatest increase in online giving in 2013 (18.1%) 8 #bbcon
  • 9. 2013 Charitable giving trends – key takeaways • More than one-third (33.6%) of overall charitable giving happens in the last three months of the year, with the highest percentage (17.5%) coming in December. • February is the slowest month for overall giving. • January is the slowest month for online giving. • December is the biggest month for all online and offline giving.
  • 10. How are eTapestry nonprofits doing? 10 #bbcon
  • 11. Some key take-away numbers: • Over 5400 DIY pages live! • $187 average gift • $77,152,473 raised • 414,620 transactions In 2013: • $171 average gift • $41,130,000 raised • 255,926 transactions Through June 2014:
  • 12. What if we optimized? Sample eTapestry nonprofit (real customer) • Assuming a 1% conversion rate on their online giving page. • They raised $41,224 last year from 289 donors, $153 average gift What if? • Optimize giving experience and raise conversion by: • 2% - could raise over $88,000 • 3% - could raise over $132,000 Wouldn’t you do it?
  • 13. Optimize DIY and Email by:
  • 14. Are you optimizing YOUR DIY pages? • Is it branded? • Is it easy to find? • How many clicks? Click away? • Landing pages? • Is there a clear Call to Action? • How much info is gathered? • Is it mobile responsive? • Recurring gifts? • Targeted Gift Amounts? • What happens after the gift? • Are communications after targeted? Source: Dunham + Companyy
  • 15. Start with Branding - Embeddable form
  • 16. If you already have embedded forms: • Republish your forms! Our DIY pages are now Mobile Responsive as of the last release!
  • 18. Embedded DIY to match website
  • 19. Embedded DIY to match website
  • 20. Create Confirmation to Match Website and DIY form – for each page or Call to Action
  • 21. Create follow up email ‘Welcome Series’ at the same time! • Create branded welcome enewsletter series in eTapestry • Create a dynamic query for all online gifts, or all new online gifts • Schedule ahead of time and change the time of delivery C • Invite them to volunteer, tell them about another donor, ask again, invite, engage • Drive to social media, multiple touchpoints
  • 22. Location and Position of DIY page • On average it takes 4 clicks to get to a nonprofit donation page! • Eliminate multiple ‘clicks’ through before they can actually make the donation!
  • 23. How strong is the Call to Action? • What’s the goal of an online giving page? • TO GET A GIFT!!! But less than 50% of pages have a clear call to action on the landing page! • Only 14% of landing pages create a sense of urgency • 17% have conflicting calls to action • What gift amounts are you suggesting? • Only 22% of pages have suggested giving amounts • Select the one you’d like the donor to choose • Change the Ask Amounts throughout the year • Are you offering and encouraging recurring giving?
  • 24. Use Landing Pages and Directed Asks
  • 25. Which would you donate to?
  • 26. You have lots of pages you can create
  • 27. Encourage Recurring Gifts & Pre-Select what you’d like the donor to choose
  • 28. Ask Amounts & Holiday Giving Strategy • Online Average Gift Size has Seasonality • Do you change your ask amount? • Can you test and change your ask this year? • Online Average Gift Size More Than Doubles in December
  • 29. Use Advanced Email to build an active strategy
  • 30. Basic Segmentation Group supporters based on common characteristics (you already know). • When starting out, try to create a “BEST” segment (based on “best” offline segment). • Others may include: • New/Prospective • Current/Major • Lapsed • Build a basic communication plan/goal for each segment. • The better you know your audience, the more "personal" your message. • Gain trust…greet the reader by name. • Reference past interactions or observed behavior when possible. • When in doubt, segment your email list like you would for direct mail. • Try similar segments to your Direct Mail program; test out new segments at low cost.
  • 31. Segments Organizational Goal Suggested Message(s) New/Prospective  Introduce yourself; engage prospect  Capture interests/preferences for future communication/cultivation  Solicit some type of participation/activity (donation, membership, event registration, etc.)  Send Website "Welcome" Message  Share useful information; increase interest in your cause (via newsletters/fact-based emails)  Provide opportunities to participate at various levels (events, volunteer, advocacy, etc.)  Soft asks/appeals Current/High  May be considered your "BEST" supporters  Need to be kept happy/engaged  Need to feel like they are valued and that you "know" them  Send (regular) eNewsletter / Annual Report  Send status/thank you emails often  Showcase successes; regularly communicate benefits of supporting your organization  Survey 2-4x per year to capture preferences and user feedback  Send regular appeals (targeted ask amounts)  Include in Planned and/or Major Giving communication Current/Middle  Need to upgrade these supporters; goal is to move them up the ladder  Need to be kept happy/engaged  Need to find out what they really value – leverage this to increase ask amount/frequency  Send (regular) eNewsletter / Annual Report  Send status/thank you emails after user action  Showcase successes; regularly communicate benefits of supporting your organization  Survey 1-2x per year to capture preferences and user feedback  Send regular appeals (upgrade ask amount) Lapsed  Need to re-engage or remove  Don’t waste paper/postage if possible  Find out what level of interest and what topics of interest they have  Let them go if they are not interested – focus on those who are  Communicate 2-4x per year (remind of available subscriptions/upcoming events, etc.)  Survey 1x per year to capture interests  Send message with option to remove self entirely and/or options for increasing/decreasing participation ("Don’t you like us anymore? If not, we’ll stop bugging you")
  • 32. Monitor and Adjust: eTapestry Reports
  • 33. Optimizing Multi-Channel Fundraising with eTapestry • You have the DIY pages, Advanced Email and CRM tools to optimize your online giving. • Online Giving grew 13.5% this year, imagine how much you can grow your giving by optimizing your pages. • Use best practices of embedding, landing pages, ask amounts, recurring gifts on your pages. • Query and segment your database; using Advanced Email and other channels to engage donors. • Test, adjust and PowerOn!
  • 34. Optimization Resources • NP Experts – Webinars & eBook: https://www.blackbaud.com/nonprofit-resources/ npexperts?utm_source=blackbaud&utm_medium=website&ut m_content=homepage&utm_term=corp&utm_campaign=npEXPERTS201 4#.VDHFPPldXhA • eTapestry Resources for you: https://www.blackbaud.com/fundraising-crm/ etapestry/resources • NEW eTapestry User Community: http://community.convio.com/t5/eTapestry/ct-p/BBeTap • eTapestry Consulting Services: etapconsulting@blackbaud.com
  • 35. Are you pumped up and ready to go? Don’t forget to complete a session survey! Each completed survey enters you into a drawing to win a complimentary registration to bbcon 2015 in Austin, Texas*. *Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be exchanged, applied to, or combined with any other offer. 35 #bbcon

Editor's Notes

  1. 2013 GIVING TRENDS Overall giving in 2013 grew 4.9% on a year-over-year basis for the 4,129 nonprofit organizations in the analysis. This was an increase over the 2012 growth rate and points to positive signs that giving in the United States is returning to pre-recession levels. Fundraising by large organizations, with annual total fundraising more than $10 million, was up by 5.7%. This was a significant rebound from 2012 and was the highest growth rate among organizations in the analysis. Medium organizations, with annual total fundraising between $1 million and $10 million, had an increase of 3.8% in 2013. Small nonprofits, with annual total fundraising less than $1 million, grew their fundraising 3.6% compared to 2012. Online giving in 2013 grew 13.5% year-over-year for the 3,359 nonprofit organizations in the analysis. Online fundraising continues to be a growth engine for nonprofit organizations, and there is no reason to expect this growth to slow for the foreseeable future.
  2. The analysis looked at the distribution of giving across all of 2013. More than one-third of all charitable giving happens in the last three months of the year, and this trend has remained consistent for several years now. We did see a decrease in December giving, from 18% in 2012 to 17.5% in 2013. There continues to be a spike in giving during June that happens because of a focus by some nonprofit organizations on end-of-fiscal- year giving. This trend continues to support the belief that nonprofit organizations can diversify their giving across the calendar year with the right amount of focus. Online giving also has a significant amount of fundraising taking place during the final months of the year. Just over 35% of online giving happened during October, November, and December of 2013. Both human services and public and society benefit organizations had very high concentration of online giving at year’s end. Almost every sector raised more than 20% of its annual online giving during December. The exception was medical research, which raised just 5.6% of its total online giving in December. This might seem puzzling considering that medical research organizations raised 22.5% of their entire fundraising in the last month of the year. This contrast is likely because the vast majority of online giving to medical research organizations is through peer-to-peer fundraising events. These run, walk, and ride events are often held throughout the year and very few happen during the month of December
  3. Totals 1/1/2014 through 6/30/2014 Application Count USD Amount eTapestry 255,926 $41,300,885.61   255,926 $41,300,885.61 Totals 1/1/2013 through 12/31/2013 Application Count USD Amount eTapestry 418,620 $77,152,473.69   418,620 $77,152,473.69
  4. Here is what we are doing. But, are we taking advantage? Growth is 13.5% for online……how can we make it even easier? We are engaging in a multi channel effort but if we understand the best practices of optimization we can make a real impact.
  5. 11 Donation Form Optimization Stats You Need to Know 72% of organizations put buttons, menus, or other elements on their landing pages that give potential donors the ability to “click-away” to other pages on their website. [tweet this] 12% of organizations offer an incentive to online donors in return for their gift. [tweet this] 93% of landing pages (e.g. a donation form) indicate that their page is secure. [tweet this] 1 out of 5 organizations don’t have a clear call to action on their landing pages. [tweet this] 17% have multiple conflicting calls to action [tweet this] Less than 50% of landing pages convey a clear reason to take action (eg. donate). [tweet this] Only 14% of landing pages convey a sense of urgency. [tweet this] 22% of landing pages include donation giving levels. [tweet this] 95% of landing pages include a link to their privacy policy. [tweet this] 1/3 of landing pages do not included 3rd party validation or credibility indicators. [tweet this] Over 80% of landing pages are not optimized for mobile. [tweet this] - See more at: http://npengage.com/nonprofit-fundraising/11-donation-form-optimization-stats-youll-wish-youd-known-yesterday-infographic/#sthash.N0y1PqRX.dpuf
  6. Big visual on top. Call to Action Nothing distracting on the side Match online form with thank you!
  7. Get CSS from web designer Or pantone colors Create basic template to match Change the message, signator etc. based on the season
  8. The goal is to get a gift!
  9. Most segments are based on three key factors: Demographics and Lifestyle (observable…location, age, marital status, etc.) Preference and Opinion (survey-able…poll/ask what they think) Remember, segmentation is ongoing. Try to refine/reduce the size of your segments over time. The better you know your readers, the more targeted and relevant your messages will be. Be specific…the more specific your message, the greater the impact. Not all communications are for all of your constituents. Communicate with each of your segments in unique and relevant ways.