Presents

Using Integrated Technology to
Propel your Mission to the Next Level
12/4/13
The Connected Cause is a place for experts in the nonprofit
online space to share perspective, offer guidance and
promote ...
Today’s Experts

Jenn Smith
Vice President, Digital
Agency

Chris Goodman
SVP, Strategic Planning and
Marketing

For 17 ye...
Exclusively Serving Nonprofits
By Direct Response – For Direct Response
200+ Clients | 43 Global Partners
15+ Integrations...
Pulse Check
• Yesterday: Is your strategy
relationship-centered?
•

•

Strategy should be planned across
departments and c...
Context

PAST

Technological
Shifts
(commercial,
banking, life)

Cultural Shifts
(trust,
authenticity)

20

YEARS

FUTURE
...
Pace of Innovation
DIRECT MAIL – 1950s
1681 – William Penn introduces direct mail to America; nonprofits adopt in 1950s

T...
Evolving Donor Engagement
Data Silos

9
One CRM: Complete View

10
The Value
Improve
Results

Faster
Deployments

Better
Insights

Reduce
Costs
Using Technology to Your Advantage
Optimizing the Constituent Response Cycle
1. Engage
–

Rise above the noise

–

Multich...
Step 1: Engage
• Multichannel
– Dual donors are most valuable to your organization

• Online presence/communication
– Webs...
Step 2: Convert
Top Reasons Donors GIVE
1. Convenience
2. They were asked

Top Reasons Donors DO NOT GIVE
1. Too hard to f...
Step 3: Cultivate (and Retain!)
•
•
•
•
•

Relationship-centric plan
Have a growth strategy
Put donors into a stream
Ackno...
Relationship-Centered Technology
• CRM
• eMail

• Website
• Social
• Mobile

• Payment
Gateways
• Peer-to-peer

• Advocacy...
Examples

Dynamic Content
Automated Testing
Mobile Optimization
1. Dynamic Content

$20

$30

$60

$30

$45

$90

$40

$60

$120

15+% Lift
2. Automated Testing

A

10%

B

80%

10%

Winner Determined By?
• Average Gift?
• Open Rate?
• Response Rate?
• Other?

1...
Smartphone Owners Use it for eMail
Gmail Opens

66%

34%
3. Mobile Optimized
eMail

Action Page

Form

GIVE NOW
SUBMIT

12
34
56
78
9
10
11
12

15+% Lift
Tips

1

2

3

4

Align:

Understand:

Integrate:

Grow:

Goals
Priorities
Budgets

Technology
Fundraising
Donor

Teams
Da...
Case Study – “NOCC”
THE CHALLENGE
• Online presence was lacking
• Constrained by an inflexible
system that made changing
a...
Case Study – “NOCC”
THE SOLUTION
NOCC create dynamic and
impactful online donation
pages that overcame their pain
points:
...
Case Study – “NOCC”
THE RESULTS
NOCC now has the ability to act on their creative ideas.
They can quickly and easily creat...
Conclusions
1. Invest wisely. Don’t buy technology for technology’s sake… it
must advance your strategy and help you meet ...
Questions
Further Reading
• The Connected Cause has several whitepapers available
that cover the topics of CRM and Softwar...
Questions
Further Reading

The Fundraising
Effectiveness Project
“Fundraising
Effectiveness
Survey”

KerstenDirect
“The Fu...
Thank you

Jenn Smith
Vice President,
Digital Agency

Bryan Giese
Host & Heller’s Director
of Marketing

Chris Goodman
SVP...
TheConnectedCause.com
@TheConnectCause

@TeamHeller
TeamHeller.com

TheConnectedCause

@2Dialog
2Dialog.com
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How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

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Day 2 of the How To Create Meaningful Constituent Relationships Webinar featured 2Dialog who expanded on Heller's strategy portion and followed up with tools your nonprofit could use to assist with constituent relationships.

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How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

  1. 1. Presents Using Integrated Technology to Propel your Mission to the Next Level 12/4/13
  2. 2. The Connected Cause is a place for experts in the nonprofit online space to share perspective, offer guidance and promote best practices for using today’s technology effectively. Our goal is to provide a comprehensive source of collaborative thought leadership for the nonprofit industry. TheConnectedCause.com @TheConnectCause TheConnectedCause
  3. 3. Today’s Experts Jenn Smith Vice President, Digital Agency Chris Goodman SVP, Strategic Planning and Marketing For 17 years Heller Consulting has focused exclusively on building technical and strategic solutions for nonprofits to connect their systems, team, and community. With 40 years nonprofit technology experience, the 2DIALOG solution holistically supports the multichannel needs of nonprofit organizations to help improve the fundraising experience. TeamHeller.com 2Dialog.com
  4. 4. Exclusively Serving Nonprofits By Direct Response – For Direct Response 200+ Clients | 43 Global Partners 15+ Integrations with World Class Technology Solutions, including Salesforce.com Offices in Dallas, Denver, New York, South Africa www.2dialog.com DONOR ENGAGEMENT • Email, microsite, landing/ donation page technology • Accept, track transactions • Widget-based, no html code DONOR MANAGEMENT • CRM Power to Segment, Test and Track Online Performance • Capture and act on donor behaviors • Organize interactive communication, fundraising and marketing efforts ANALYTICS • Dashboard of actionable data on trends, habits and actions of your donors and supporters • Inform strategic action
  5. 5. Pulse Check • Yesterday: Is your strategy relationship-centered? • • Strategy should be planned across departments and channels; constituent Online Engagement relationships should be reinforced at each touch point Process: plan, test, evaluate, Donor revise, repeat Mission • Today: Is your technology relationship-centered? • • Understanding donors -> relationship centric strategy Importance of CRM to accelerate this strategy
  6. 6. Context PAST Technological Shifts (commercial, banking, life) Cultural Shifts (trust, authenticity) 20 YEARS FUTURE Economic (globalization) Lifestage Values Shifts (lonely, purpose, significance)
  7. 7. Pace of Innovation DIRECT MAIL – 1950s 1681 – William Penn introduces direct mail to America; nonprofits adopt in 1950s TELEMARKETING – 1960s 1963 – DialAmerica (then Life Circulation Co.) begins telemarketing for nonprofits INTERNET & EMAIL – 1990s 1994 – WWW commercialization begins: 10,000 websites 1996 – Microsoft enters the Internet age, battle with Netscape begins, 1997 – Microsoft Office 97 introduces Outlook97, joining Internet Explorer SOCIAL NETWORKING & MOBILE – 2000s 2005 – YouTube launches 2006 – Facebook opens to anyone over 13 2006 – Twitter launches 2007 – Apple iPhone revolutionizes mobile communication 2011 – Pinterest opens to general public 2011 – Instagram opens to general public 7
  8. 8. Evolving Donor Engagement
  9. 9. Data Silos 9
  10. 10. One CRM: Complete View 10
  11. 11. The Value Improve Results Faster Deployments Better Insights Reduce Costs
  12. 12. Using Technology to Your Advantage Optimizing the Constituent Response Cycle 1. Engage – Rise above the noise – Multichannel engagement 2. Convert – Donation – Name acquisition – Advocacy 3. Cultivate – Analyze – Optimize
  13. 13. Step 1: Engage • Multichannel – Dual donors are most valuable to your organization • Online presence/communication – Website is easy-to-navigate, authentically reflects the personality and character of your mission – Dynamic, Interactive, Engaging. – Email still #1 way to stimulate online giving – As many as 50% of donors receiving offline communications go online to make a gift Integrated Technology Focus: Integrated Data (CRM) – Accuracy Deployment Accuracy/Efficiency & Deliverability
  14. 14. Step 2: Convert Top Reasons Donors GIVE 1. Convenience 2. They were asked Top Reasons Donors DO NOT GIVE 1. Too hard to find 2. Too many steps to make an online donation Integrated Technology Focus: Improve Usability/Experience For Constituent Multichannel and Integrated Improve Ease-of-Use For Your Team
  15. 15. Step 3: Cultivate (and Retain!) • • • • • Relationship-centric plan Have a growth strategy Put donors into a stream Acknowledge them Continuous relationship cycle Online Engagement Donor Integrated Technology Focus: Deep, Rich Insights (Advanced Analytics) Segmentation, Affinity, Messaging Mission
  16. 16. Relationship-Centered Technology • CRM • eMail • Website • Social • Mobile • Payment Gateways • Peer-to-peer • Advocacy • Events
  17. 17. Examples Dynamic Content Automated Testing Mobile Optimization
  18. 18. 1. Dynamic Content $20 $30 $60 $30 $45 $90 $40 $60 $120 15+% Lift
  19. 19. 2. Automated Testing A 10% B 80% 10% Winner Determined By? • Average Gift? • Open Rate? • Response Rate? • Other? 15+% Lift
  20. 20. Smartphone Owners Use it for eMail
  21. 21. Gmail Opens 66% 34%
  22. 22. 3. Mobile Optimized eMail Action Page Form GIVE NOW SUBMIT 12 34 56 78 9 10 11 12 15+% Lift
  23. 23. Tips 1 2 3 4 Align: Understand: Integrate: Grow: Goals Priorities Budgets Technology Fundraising Donor Teams Data Systems Systematic Optimization
  24. 24. Case Study – “NOCC” THE CHALLENGE • Online presence was lacking • Constrained by an inflexible system that made changing and updating online donation forms challenging and timeconsuming • The cumbersome process was hindering their online fundraising efforts and essentially holding them back during key campaigns, most notably their year-end appeals
  25. 25. Case Study – “NOCC” THE SOLUTION NOCC create dynamic and impactful online donation pages that overcame their pain points: - Easy-to-use and completely customizable - Customized NOCC online donation forms were more convenient than previous forms - They could accept and track online donations, determine where the gift came from and personalize future outreach based on the actionable data they were collecting—all in one place
  26. 26. Case Study – “NOCC” THE RESULTS NOCC now has the ability to act on their creative ideas. They can quickly and easily create customized donation pages “on the fly” to accommodate campaigns, events, fundraising appeals, and all multichannel outreach. End of Year Giving Email File Growth Ease, Speed
  27. 27. Conclusions 1. Invest wisely. Don’t buy technology for technology’s sake… it must advance your strategy and help you meet your goals 2. Is your strategy designed to help you meet your goals? 3. Is your technology designed to help you meet your goals?
  28. 28. Questions Further Reading • The Connected Cause has several whitepapers available that cover the topics of CRM and Software Solutions written by Heller Consulting and Idealware.org Heller Consulting Heller Consulting Heller Consulting Idealware.org Integrated Suites For Nonprofits The New World of Donor Management Apps for Nonprofits Insights into CRM for Nonprofits A Consumers Guide to Donor Management Systems
  29. 29. Questions Further Reading The Fundraising Effectiveness Project “Fundraising Effectiveness Survey” KerstenDirect “The Future of Mobile is Already Here” KerstenDirect “Conversion Rate Optimization”
  30. 30. Thank you Jenn Smith Vice President, Digital Agency Bryan Giese Host & Heller’s Director of Marketing Chris Goodman SVP, Strategic Planning and Marketing 312-856-1844 x339 jsmith@teamheller.com 510-841-4222 x331 bgiese@teamheller.com 972-664-2394 cgoodman@2dialog.com
  31. 31. TheConnectedCause.com @TheConnectCause @TeamHeller TeamHeller.com TheConnectedCause @2Dialog 2Dialog.com

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