April 7th E Tapestry Internet Seminar

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  • April 7th E Tapestry Internet Seminar

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

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