1. Breakthrough Strategies for the Next
Decade of Fund Raising:
An Executive Briefing
Welcome! Please mute your phones!
We’ll get started momentarily!
eTapestry is a Blackbaud Company
2. Breakthrough Strategies for the Next
Decade of Fund Raising:
An Executive Briefing
Mike Kierce
Account Executive
eTapestry is a Blackbaud Company
3. Who is eTapestry?
• Dedicated to serving nonprofits
• A company that thrives on innovation
• A group that is passionate about service
• People who love to have fun!
eTapestry is a Blackbaud Company
4. 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
eTapestry is a Blackbaud Company
5. Agenda
• Pure Fund Raising Tools
• Database
• Recurring Gifts
• Segmentation
• Research / Analytics
• Relationship Building Tools
• CRM
• E-mail
• Web 2.0
• Website Optimization
• Demo ?
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6. The Rules
Still Apply
(It’s all about relationships…
not technology)
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7. It is Now a New World
Know the Difference
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8. Initial Conclusions
Fundraising is still based upon Relationships
Technology expands our opportunity for
Communications
Communications build strong Relationships
Technology is and will be part of any NPO
Web-based tools offer new cost-effective
opportunities
Your use of technology can level the “playing field”
Your success can be increased because of
technology (more with less!)
eTapestry is a Blackbaud Company
9. Pure Fundraising Tools
(DATABASE)
“Your database is like a septic tank. (Does
that comparison bother you?) If it's
working well, you barely give it much
thought. But nobody likes getting into a
septic tank. If your database is not well
maintained, you're going to have a real
mess on your hands. Keep it in working
order.”
Jerold Panas
eTapestry is a Blackbaud Company
10. Pure Fundraising Tools
(DATABASE)
Times are changing.
What are you doing to make sure
you stay ahead?
eTapestry is a Blackbaud Company
11. Pure Fundraising Tools
(DATABASE)
• Does it make sense for us to invest in
technology?
• Does our database help us raise money?
• Your database = FUNDRAISING TOOL
• What are some ways your database can
help you fundraise?
eTapestry is a Blackbaud Company
12. Pure Fundraising Tools:
Recurring Gifts
The Foundation of many Fundraising Programs
Constituents become Investors rather than Donors
Technology makes it Easy
Key in Online Transactions (Automate whenever
possible!!!)
eTapestry is a Blackbaud Company
15. Pure Fundraising Tools:
Segmentation
Personalize Everything You Can
Let Technology do the Work for You
Queries can be Intuitive and Easy
Think with Building Blocks and Logic
eTapestry is a Blackbaud Company
19. Research/Analytics
Knowledge is Key to Success
Data MUST be Accurate to be Useful
Database Integration and Updating Makes the
Process much Easier
How can research give us an advantage?
Over Other Nonprofits
Over ourselves (Did we ask for enough?)
eTapestry is a Blackbaud Company
27. Wealthpoint Rating
UDF Name Content
WealthPoint Rating Indicator of household
wealth
WealthPoint Rating Order Ranking within the
submitted accounts
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29. Relationship Building:
Constituent Relationship Management (CRM)
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
eTapestry is a Blackbaud Company
30. Relationship Building:
Constituent Relationship Management (CRM)
Consider:
Technology allows you to create and maintain
relationships with 100 x more people than
your own mind can.
If you want to increase your outreach:
Leverage technology in building relationships!
eTapestry is a Blackbaud Company
35. Relationship Building:
eMail
We’ve captured information…
We’ve established a relationship…
We must maintain/build on these relationships…
How can we expect to
communicate personally with so
many people?
eTapestry is a Blackbaud Company
36. Relationship Building:
eMail
E-mail
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
eTapestry is a Blackbaud Company
37. Relationship Building:
eMail
Direct Mail versus Email
•Cost? Expensive (materials/prep/postage) Very low cost
•Preparation? Substantial – labor intensive Easy
•Customizable? Yes (personalization/gift info/etc.)
•Content? Virtually unlimited Has limits
•Acceptance? Universal Growing
•Timing? Slow Fast
eTapestry is a Blackbaud Company
44. Relationship Building:
eMail
Email Key Functions
Tracking: bounces, opens, click-throughs
Subscription management: automated unsubscribe or
opting out link
eTapestry is a Blackbaud Company
45. Relationship Building:
eMail
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
eTapestry is a Blackbaud Company
46. Relationship Building:
eMail
Seniors Online
• 65% of those 50-64 years old, and 32% of those 65 + use the Internet
•22% of 65+ crowd was online in 2004
•15% in 2000
(source: Pew Internet, Feb-March 2007)
•17 Million internet users aged 62+.
•Spending an average of 44 minutes per day online
•Those online are better educated & have higher incomes
•Those online spend 70% more each month than those offline
(source: Pew Internet, April 2008)
If you think the 66% of baby boomers that are online now are
going to give up their internet when they turn 65, think again!
eTapestry is a Blackbaud Company
47. Relationship Building:
eMail
Still not convinced?
• Lost Cost = Low Risk
• Easy to measure effectiveness
• Don’t fall behind (Start collecting e-mail
addresses TODAY!)
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48. Relationship Building:
Web 2.0
Web 1.0 vs. Web 2.0
What do we mean?
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49. Relationship Building:
Web 2.0
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.
eTapestry is a Blackbaud Company
50. Relationship Building:
Web 2.0
Web 1.0 vs. Web 2.0
Reading vs. Writing
Organizations vs. Communities
Home Pages vs. Blogs
Portals vs. RSS
Owning vs. Sharing
Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
eTapestry is a Blackbaud Company
51. Relationship Building:
Web 2.0
You are NOW the Catalyst not the Originator
Where Thousands of New Relationships can Begin
Easier than you Think
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52. Relationship Building:
Web 2.0 – Online Video Use
Source: The Wall St. Journal , 2006
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55. Relationship Building:
Web 2.0 – Fun Video
Web Video Statistics
1. Video is Bigger Than Search: 12 billion videos are
watched per month vs. 10.5 billion searches conducted.
2. Video Consumption is Quickly Moving Online: 19% of
total video consumption is now online, versus 11% a
year ago.
3. Most Users Consume Video: 80% of Internet users watch
video, moving to 88% by 2012.
4. Consumption is High Across All Demos: 76% of children
and 44% of seniors watched online video.
Source: BrightRoll
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63. Relationship Building:
Web 2.0 - RSS
“If you're a nonprofit manager right
now and you're not using RSS, you're
falling behind.”
You're not getting information -- about your cause, about your people,
about your profession -- efficiently enough, which means you're not
getting enough information, period.
Source: democracyinaction.org
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64. Relationship Building:
Web 2.0 - RSS
And someone else is getting that information, or will be
soon.
• Someone eyeballing your job.
• Or your press release.
• Or your grant application.
• Someone competing with you for your constituents.
• Or someone competing with your constituency for influence.
Source: democracyinaction.org
eTapestry is a Blackbaud Company
70. Relationship Building:
Web 2.0 – Personal Event Fundraising
Results:
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!
eTapestry is a Blackbaud Company
71. Relationship Building:
Mobile
Mobile Access
• PDA, Smartphone, etc.
•Specifically formatted for mobile use
• Fast
• Real time information – no syncing or
downloading
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72. Relationship Building:
eTap Mobile
Access/Update your
entire database from
your smartphone
eTapestry is a Blackbaud Company
73. Relationship Building:
eTap Mobile
Hotlinks allow you to
easily phone, email, or
even get a map…
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74. Web Site Optimization
You’ve built a website…
…how will they find you?
Search engines
(85% use them)
Tell them!
•Letterhead
•Pledge cards
•Newsletters
•Business cards
•Materials
•Email signatures Cool Web Site
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77. Web Site Optimization
Common Reasons Why NP Web Sites Fail
Upside Down Web Site
Dead Web Site
Disconnected Web Site
Stingy Web Site
Cool Web Site
"Why Web Sites Fail and What To Do About It" at Nonprofit Day
by Michael C. Gilbert April 1999
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78. Web Site Optimization:
Web Design
Does your website accurately
represent the work that you do?
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83. Web Site Optimization
They’re at your website, now what
do they do?
1. Can they get something?
3. Can they do something?
5. Can they give something?
Your goal – to get something from them!
eTapestry is a Blackbaud Company
84. Web Site Optimization
An Overall
Strategy
Donate Now
Sign Up For
Newsletter
Multiple
Ways
To Support
& Get
Involved
eTapestry is a Blackbaud Company
85. Web Site Optimization
Can they get something?
83% of Internet users expect to find product
information on the Internet – Pew Internet Project
Information Documents
Devotionals Member Lists
Calendars Newsletters
PodCasts Stewardship Information
Help
WHAT ELSE????
eTapestry is a Blackbaud Company
86. Web Site Optimization
Can they do something?
Participate in an event
Golf tournaments
Walk-a-thons
Dinners
Join – Become a member
Update their information
Run planned gift calculations
Purchase products or services
eTapestry is a Blackbaud Company
87. Web Site Optimization
Can they give something?
Time - Volunteer
Goods (in kind gifts)
Money
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88. Web Site Optimization:
Keeping it Simple
Database
Ecommerce
Advanced Email
Website
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89. Web Site Optimization:
Next Steps
INTEGRATION is the KEY!
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90. Web Site Optimization:
Next Steps
Driving Traffic
(To your website, not the morning rush hour!)
So, our website is great…
How can we encourage people to visit!?!!
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91. Web Site Optimization:
Integrate on and off line appeals
Mention Benefits &
Ease Of Online
Contributions
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94. Web Site Optimization:
Next Steps
Get Creative!
“The Great Turtle Race”
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95. Web Site Optimization:
Next Steps
Bottom Line?
• 54,000 subscribers
• 700,000 unique visitors
• 2.5 million page views
• 5%+ visitors converted into donors.
eTapestry is a Blackbaud Company
96. Web Site Optimization:
Keys to Success
Plan an Overall Strategy
Take an Integrated Approach
Try Different Things (measure the
effectiveness)
Have fun!
eTapestry is a Blackbaud Company
97. Conclusions
Fundraising is still based upon Relationships
Technology expands our opportunity for
Communications
Communications build strong Relationships
Technology is and will be part of any NPO
Web-based tools offer new cost-effective
opportunities
Your use of technology can level the “playing field”
Your success can be increased because of
technology (more with less!)
eTapestry is a Blackbaud Company