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eTapestry Internet Fundraising Strategies Seminar

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eTapestry Internet Fundraising Strategies Seminar

  1. 1. eTapestry is a Blackbaud Company Welcome! We will get started shortly! -Please mute your line to avoid backround noises -Please sign into the audio portion conference call also to get started!
  2. 2. eTapestry is a Blackbaud Company Cate Shaffer Account Executive Breakthrough Internet Strategies for the Next Decade of Fund Raising: An Executive Briefing
  3. 3. eTapestry is a Blackbaud Company Who is eTapestry?Who is eTapestry? • Dedicated to serving nonprofits • A fast growing, successful NASDAQ firm • A company that thrives on innovation • A group that is passionate about service • People who love to have fun!
  4. 4. eTapestry is a Blackbaud Company What is our history?What is our history? • Founded by former execs of MSC • First “Software as a Service” solution for nonprofits in 1999 • 6,000 nonprofit clients around the world • Became part of Blackbaud-August 2007
  5. 5. eTapestry is a Blackbaud Company Agenda 1. Pure Fund Raising Tools • Recurring Gifts • Segmentation 1. Relationship Building Tools • CRM • Email • Web 2.0 3. Donor Loyalty 4. Community Building (Donor Login) 5. Web Site Optimization 6. Research/Analytics
  6. 6. eTapestry is a Blackbaud Company The Rules Still Apply (It’s all about relationships… not technology)
  7. 7. eTapestry is a Blackbaud Company Know the Difference It is Now a New World
  8. 8. eTapestry is a Blackbaud Company  The foundation of many Fundraising Programs  Key in ePhilanthropy Transactions  Constituents become Investors rather than Donors  Technology makes it Easy 1. Pure Fundraising Tools:1. Pure Fundraising Tools: Recurring GiftsRecurring Gifts
  9. 9. eTapestry is a Blackbaud Company 1. Pure Fundraising Tools:1. Pure Fundraising Tools: Recurring GiftsRecurring Gifts
  10. 10. eTapestry is a Blackbaud Company 1. Pure Fundraising Tools:1. Pure Fundraising Tools: Recurring GiftsRecurring Gifts
  11. 11. eTapestry is a Blackbaud Company  Personalize Everything You Can  Let Technology do the Work for You  Queries can be Intuitive and Easy  Think with Building Blocks and Logic 1. Pure Fundraising Tools:1. Pure Fundraising Tools: SegmentationSegmentation
  12. 12. eTapestry is a Blackbaud Company 1. Pure Fundraising Tools:1. Pure Fundraising Tools: SegmentationSegmentation
  13. 13. eTapestry is a Blackbaud Company 1. Pure Fundraising Tools:1. Pure Fundraising Tools: SegmentationSegmentation
  14. 14. eTapestry is a Blackbaud Company 1. Pure Fundraising Tools:1. Pure Fundraising Tools: SegmentationSegmentation
  15. 15. eTapestry is a Blackbaud Company  Strong Relationships are from Knowing Important Details, Hopes and Dreams  Easily Supplement your Memory  Only Works if Used Daily by All  A Remarkable “Secret Weapon” for Fund Raising 2. Relationship Building:2. Relationship Building: Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
  16. 16. eTapestry is a Blackbaud Company “If you want milk from a cow, you don’t send it a letter.” Si Seymour 2. Relationship Building:2. Relationship Building: Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
  17. 17. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
  18. 18. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
  19. 19. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
  20. 20. eTapestry is a Blackbaud Company  The Foundation of the Communications Revolution  Expected by EVERY Generation Now  Use Properly or the Results are Worse than not  A Fraction of the Cost of Other Forms of Communication 2. Relationship Building:2. Relationship Building: eMaileMail
  21. 21. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: eMaileMail
  22. 22. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: eMaileMail
  23. 23. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: eMaileMail
  24. 24. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: eMaileMail
  25. 25. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: eMaileMail
  26. 26. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: eMaileMail
  27. 27. eTapestry is a Blackbaud Company Email Key Functions Tracking: bounces, opens, click-throughs Subscription management: automated unsubscribe or opting out link 2. Relationship Building:2. Relationship Building: eMaileMail
  28. 28. eTapestry is a Blackbaud Company Key Functions: Deliverability: Fulltime staff 24/7 monitoring blacklists, spam filtering and ISP standards Horsepower: Up to 300,000 emails per hour via a scheduler Spam analysis tools WYSIWYG editor 2. Relationship Building:2. Relationship Building: eMaileMail
  29. 29. eTapestry is a Blackbaud Company  You are NOW the Catalyst not the Originator  Where Thousands of New Relationships can Begin  Traffic you Always Dreamed of for your Web Site  Easier than you Think to Do 2. Relationship Building:2. Relationship Building: Web 2.0Web 2.0
  30. 30. eTapestry is a Blackbaud Company Web 1.0 vs. Web 2.0 Web 1.0 refers to first generation Web-based content that was typically one-way static communication. Web 2.0 refers to second generation Web-based services that emphasizes two- way online collaboration and sharing among users. 2. Relationship Building:2. Relationship Building: Web 2.0Web 2.0
  31. 31. eTapestry is a Blackbaud Company Web 1.0 vs. Web 2.0  Web 1.0 was about reading, Web 2.0 is about writing  Web 1.0 was about organizations, Web 2.0 is about communities  Web 1.0 was about home pages, Web 2.0 is about blogs  Web 1.0 was about portals, Web 2.0 is about RSS  Web 1.0 was about owning, Web 2.0 is about sharing Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/ 2. Relationship Building:2. Relationship Building: Web 2.0Web 2.0
  32. 32. eTapestry is a Blackbaud Company Source: The Wall St. Journal , 2006 2. Relationship Building:2. Relationship Building: Web 2.0 – Online Video UseWeb 2.0 – Online Video Use
  33. 33. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Web 2.0Web 2.0
  34. 34. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Web 2.0 – Social NetworkingWeb 2.0 – Social Networking
  35. 35. eTapestry is a Blackbaud Company 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends 2. Relationship Building:2. Relationship Building: Web 2.0 – Social NetworkingWeb 2.0 – Social Networking
  36. 36. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Web 2.0 - RSSWeb 2.0 - RSS
  37. 37. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Web 2.0 - RSSWeb 2.0 - RSS
  38. 38. eTapestry is a Blackbaud Company   2. Relationship Building:2. Relationship Building: Web 2.0 - PodcastsWeb 2.0 - Podcasts
  39. 39. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Web 2.0 – Message BoardsWeb 2.0 – Message Boards
  40. 40. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Web 2.0 - WikipediaWeb 2.0 - Wikipedia
  41. 41. eTapestry is a Blackbaud Company Peer Fundraising Online 2. Relationship Building:2. Relationship Building: Web 2.0 – Personal Fundraising PagesWeb 2.0 – Personal Fundraising Pages
  42. 42. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising
  43. 43. eTapestry is a Blackbaud Company 2. Relationship Building:2. Relationship Building: Web 2.0 – Shopping CartWeb 2.0 – Shopping Cart
  44. 44. eTapestry is a Blackbaud Company  Average volunteer sends over 30 emails  One in four emails sent by a volunteer results in a donation  Average online event gift is $59 which is a 50% increase over the average off-line gift  Many volunteers reach their stated FR Goal! 2. Relationship Building:2. Relationship Building: Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising Results:Results:
  45. 45. eTapestry is a Blackbaud Company How do you know which donors are loyal? Which are accessible? Which feel trapped? Which are at risk? 3. Donor Loyalty Questions
  46. 46. eTapestry is a Blackbaud Company 3. Donor Loyalty Why Measure?Why Measure? • More NP’s Equal More CompetitionMore NP’s Equal More Competition • Appropriate Donor Strategy is EasierAppropriate Donor Strategy is Easier • Donors Expect MoreDonors Expect More • Everyone Loves to Provide Their OpinionEveryone Loves to Provide Their Opinion
  47. 47. eTapestry is a Blackbaud Company 3. Donor Loyalty
  48. 48. eTapestry is a Blackbaud Company - Value/Strategic Fit +-Loyalty+ Value Creators Grow Value Sustainers Harvest Value Detractors Replace Value Opportunities Convert 3. Donor Loyalty
  49. 49. eTapestry is a Blackbaud Company A donor’s loyalty level is indicated on the search screen 3. Donor Loyalty
  50. 50. eTapestry is a Blackbaud Company 4. Donor Loyalty 57%2% 17% 23% n = 1 n = 27 n = 11n = 8 n =55 accounts8 donors are at risk Representing $.21 million 27 donors are secure Representing $.86 million 11 donors are trapped Representing $.21 million 16%16% 16%16% 0%0% 67%67%
  51. 51. eTapestry is a Blackbaud Company  Retaining Current Donors is Job # 1  Knowing Where to Focus is Essential  Avoidance of Lapsed Donors is Huge  “Keep your Friends Close” 3. Donor Loyalty
  52. 52. eTapestry is a Blackbaud Company 4. Community Building Donor Login  Like it or Not You are Now Open 24/7  Community Involvement Creates Web Site Stickiness!  Your Mission Communication is Enhanced  Constituent Bonding is Stronger
  53. 53. eTapestry is a Blackbaud Company 4. Community Building Donor Login
  54. 54. eTapestry is a Blackbaud Company Keith Davis 5. Community Building Donor Login
  55. 55. eTapestry is a Blackbaud Company 4. Community Building Donor Login
  56. 56. eTapestry is a Blackbaud Company 4. Community Building Donor Login
  57. 57. eTapestry is a Blackbaud Company 5. Web Site Optimization  If Relationships are Built on Communications . . .  Basic Parameters are Driven by Common Sense  A Few Key Changes can Make a Huge Difference  Leverage Partners who KNOW the Non Profit Sector
  58. 58. eTapestry is a Blackbaud Company Both are Masters of Multi-Channel Marketing! 5. Web Site Optimization Be Like Martha or Oprah
  59. 59. eTapestry is a Blackbaud Company
  60. 60. eTapestry is a Blackbaud Company
  61. 61. eTapestry is a Blackbaud Company E-Mail PrintOther Tools An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site 5. Web Site Optimization
  62. 62. eTapestry is a Blackbaud Company  What are the goals?  How will we measure success?  What are the specific tactics?  Do we need any new tools or assistance?  Who is responsible for what?  Is everyone on the same page? 5. Web Site Optimization: Start with a Plan
  63. 63. eTapestry is a Blackbaud Company “There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” Carrie Johnson, Senior Analyst Forrester Internet Research 5. Web Site Optimization
  64. 64. eTapestry is a Blackbaud Company 5. Web Site Optimization: Before and After
  65. 65. eTapestry is a Blackbaud Company  DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website http://www.the-dma.org/privacy/creating.shtml 5. Web Site Optimization: Privacy
  66. 66. eTapestry is a Blackbaud Company 6. Web Site Optimization: Needle in a Needle Stack
  67. 67. eTapestry is a Blackbaud Company 5. Web Site Optimization: Keeping it Simple Advanced Email Database Ecommerce Website
  68. 68. eTapestry is a Blackbaud Company INTEGRATION is the KEY! 5. Web Site Optimization: Next Steps
  69. 69. eTapestry is a Blackbaud Company Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28 5. Web Site Optimization: Example Plan
  70. 70. eTapestry is a Blackbaud Company  Does it accept donations by credit card? 94%  Does it have a blog? 53%  If you have a blog, can readers comment on it? 54%  If you have a blog, does it have links to other blogs 52%  Do you post any videos on your website? 75%  Do you have podcasts on your website? 32%  Do you host message boards? 22%  Do you provide an RSS feed to your website? 29% • Overbrook Foundation Survey of Human Rights NPO’s in 2007 5. Web Site Optimization: Web Site Integration
  71. 71. eTapestry is a Blackbaud Company Mention Benefits & Ease Of Online Contributions 6. Web Site Optimization: Integrate on and off line appeals
  72. 72. eTapestry is a Blackbaud Company 5. Web Site Optimization: Use eMail & direct mail together
  73. 73. eTapestry is a Blackbaud Company  Plan  Take an Integrated Approach  Timely & Focused - Act Quickly When Needed  Test Something New All The Time  “SHOP” Others  Think Targeted One-To-One Marketing  People Give to People  Have Fun!!!! 5. Web Site Optimization: Keys to Success
  74. 74. eTapestry is a Blackbaud Company "Do one thing every day that scares you." – Eleanor Roosevelt "We have a strategic plan. It's called doing things." – Herb Kelleher 5. Web Site Optimization
  75. 75. eTapestry is a Blackbaud Company 5. Web Site Optimization: Oprah & Martha would be proud
  76. 76. eTapestry is a Blackbaud Company Epilogue 10 Technology Resolutions for 2008 Sarah Robbins Director of Emerging Technologies Mediasauce
  77. 77. eTapestry is a Blackbaud Company 1. Set up a Gmail Account
  78. 78. eTapestry is a Blackbaud Company 2. Post Pics to Flickr
  79. 79. eTapestry is a Blackbaud Company 3. Try a Microblog
  80. 80. eTapestry is a Blackbaud Company 4. Create a Google Alert
  81. 81. eTapestry is a Blackbaud Company 5. Set Up an RSS
  82. 82. eTapestry is a Blackbaud Company 6. Share a YouTube Video
  83. 83. eTapestry is a Blackbaud Company 7. Really Use Your Cell Phone (Send a text or a video)
  84. 84. eTapestry is a Blackbaud Company 8.8. Join a Social Network
  85. 85. eTapestry is a Blackbaud Company 9. Share PowerPoint Slides (Save a tree or two!)
  86. 86. eTapestry is a Blackbaud Company 10. Play a Video Game
  87. 87. eTapestry is a Blackbaud Company Thank you! Cate Shaffer Account Executive Cate.Shaffer@etapestry.com (317) 336-3967

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