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Nsfa Conference Kierce

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Nsfa Conference Kierce

  1. 1. Embracing Technology & Social Media in the Nonprofit World Mike Kierce Team Leader – Education Market, eTapestry 4/8/10
  2. 2. 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 worldwide </li></ul><ul><li>Became part of Blackbaud-August 2007 </li></ul><ul><li>Formed partnership with NSFA in 2009 </li></ul>
  3. 3. Agenda
  4. 4. Agenda
  5. 5. Agenda <ul><li>How has Giving Changed? </li></ul><ul><li>Optimizing your Website </li></ul><ul><li>Attracting Donors/Support through Social Media </li></ul><ul><li>Collecting Information on the Web </li></ul><ul><li>Making your Database Work for You </li></ul><ul><li>Communicating with New/Existing Donors </li></ul>
  6. 6. How is the Economy Affecting Giving? Image Source: http://www.emu.edu.tr/mbalcilar/econconference/index_files/global-economy_0.jpg
  7. 7. How is the Economy Affecting Giving? <ul><li>Donors plan to give less through direct mail, telemarketing, door-to-door canvassing and MORE through online giving and in kind gifts instead of cash </li></ul><ul><li>Overall Online Gifts have increased 26% in 2008 </li></ul><ul><li>Donors are tired </li></ul><ul><li>More competition for fewer dollars </li></ul><ul><li>Your services are needed more </li></ul><ul><li>Increase need for accountability </li></ul><ul><li>THE MORE PEOPLE DO WITH YOUR ORGANIZATION, THE LARGER THEIR GIVING AND ENGAGEMENT! </li></ul>
  8. 8. 5 Reasons to Focus on Technology: <ul><li>You need to move beyond business as usual; despite the economic climate </li></ul><ul><li>You need to drive results </li></ul><ul><li>You need greater efficiencies </li></ul><ul><li>You need increased productivity </li></ul><ul><li>You need greater reporting </li></ul>
  9. 9. The basic rules still apply… <ul><li>Fundraising is still about relationship building </li></ul><ul><li>Acquisition Cultivation </li></ul>
  10. 10. Today’s environment is a little different: Acquisition Cultivation
  11. 11. So, what do you need to do to keep your supporters loyal? <ul><li>Prompt, personalized acknowledgement </li></ul><ul><li>Confirmation that gifts are being used as intended </li></ul><ul><li>Results on outcomes, prior to being asked again </li></ul>
  12. 12. Donor Database Advanced E-mail eCommerce Website
  13. 13. Web Site Optimization <ul><li>75% of donors will check your website before making a gift whether it is Online/Offline </li></ul><ul><li>If Relationships are Built on Communications . . . Set yourself up for success! </li></ul><ul><li>A Few Key Changes can Make a Huge Difference </li></ul><ul><li>Your website = tool for engagement </li></ul>
  14. 14. Web Site Optimization: Before, After, and After!
  15. 15. <ul><li>1. Learn from your content </li></ul><ul><ul><li>(Start with Google Analytics to see how many unique visitors you have, how they found you, </li></ul></ul><ul><ul><li>what they viewed, where they stayed the longest, and what content produced actions.) </li></ul></ul><ul><li>2. Make your content easy to consume </li></ul><ul><ul><li>(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.) </li></ul></ul><ul><li>3. Make your content ever changing </li></ul><ul><ul><li>(Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.) </li></ul></ul><ul><li>4. Make your site easy to find </li></ul><ul><ul><li>(Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!) </li></ul></ul>Keys to Building a Successful Web Site
  16. 18. Top Ten Traffic Sources
  17. 19. Analytics on the Go!
  18. 20. Google Grant/Sponsored Links—How to increase your web presence/visibility
  19. 21. They’re at your website, now what do they do? <ul><li>Can they engage? </li></ul><ul><li>Can they add content? (Web 2.0) </li></ul><ul><li>Can they give or volunteer? </li></ul>Your goal – to get something from them!
  20. 22. Interaction is Key
  21. 23. Interaction is Key
  22. 24. Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database
  23. 25. Social Media
  24. 26. What is Social Media? <ul><li>Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers. </li></ul><ul><li>Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. </li></ul><ul><li>Source: Wikipedia, 2009. </li></ul>
  25. 27. How can it work for you? <ul><li>“ What’s in it for my organization?” </li></ul><ul><ul><li>Creating Awareness (More with less) </li></ul></ul><ul><ul><li>Viral Effect </li></ul></ul><ul><ul><li>Event Registration </li></ul></ul><ul><ul><li>Driving Website Traffic </li></ul></ul><ul><ul><li>Engaging Alumni </li></ul></ul><ul><ul><li>Encourage Interaction/Action </li></ul></ul>
  26. 28. Food for Thought…. <ul><li>Top 5 Most Visited Websites in the United States: </li></ul><ul><ul><li>Facebook is #2 </li></ul></ul><ul><ul><li>YouTube is #4 </li></ul></ul><ul><ul><li>Blogger.com #7 </li></ul></ul><ul><ul><li>MySpace is # 11 </li></ul></ul><ul><ul><li>Twitter #12 </li></ul></ul><ul><li>Source: </li></ul><ul><li>h ttp://www.alexa.com/topsites/countries/US </li></ul>
  27. 29. YouTube! <ul><li>Evoke emotion </li></ul><ul><li>Videos can easily be posted on website or as a link within an eBlast or eNewsletter </li></ul><ul><li>FREE service to increase your visibility </li></ul>
  28. 31. FACEBOOK <ul><li>What is Facebook?? </li></ul><ul><ul><li>A Free, online social networking site that connects people through online communities </li></ul></ul><ul><li>Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old. </li></ul><ul><li>Non profits can use Facebook to: </li></ul><ul><ul><li>Connect </li></ul></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>Share your story </li></ul></ul><ul><ul><li>Fundraise </li></ul></ul>
  29. 32. FACEBOOK Users
  30. 33. Facebook
  31. 34. Source: http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/
  32. 35. Where can I learn more? <ul><li>Beth’s Blog, Beth Kanter: http://beth.typepad.com/ </li></ul><ul><li>Social Media Examiner: http://www.socialmediaexaminer.com/ </li></ul><ul><li>Tech Soup, Technology for Nonprofits: www.techsoup.org </li></ul>
  33. 36. Flickr, Podcasts, Message Boards, Blogs <ul><li>Flickr —Photo Sharing Application </li></ul><ul><li>Podcasts —Short recordings about a variety of different topics that can be purchased, downloaded for free, or posted on a web page </li></ul><ul><li>Message Boards —A segment of a website that hosts an open discussion amongst users </li></ul><ul><li>Blogs —A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followers </li></ul><ul><ul><li>Personal Blogs=Online ‘Diary’ </li></ul></ul><ul><ul><li>Organizational blogs=Information sharing/News Updates </li></ul></ul>
  34. 39. Podcasts  
  35. 40. Blogs
  36. 41. The Power of Twitter
  37. 42. Social Networks: Hints for Success <ul><li>Being present is not enough, engage </li></ul><ul><li>Be authentic, otherwise you will be exposed fast </li></ul><ul><li>Endorsements matter, think forwarded emails! </li></ul><ul><li>Measure Results </li></ul><ul><li>Have something to say, must be regular or it dies fast </li></ul><ul><li>Focus on driving traffic back to your website </li></ul><ul><li>Stephanie Miller, Email Insider, 2009 </li></ul>
  38. 43. <ul><li>Collecting information on your website </li></ul>Ecommerce / Online Giving Personal Fundraising Shopping Cart
  39. 44. Ecommerce & Online Giving <ul><li>Important Functions of your Online Donation Page: </li></ul><ul><li>Integrates directly into donor database </li></ul><ul><li>Requires no additional manual entry </li></ul><ul><li>Customizable </li></ul><ul><li>Allow for recurring gifts </li></ul><ul><li>Match the look & feel of your website (security) </li></ul>
  40. 45. Ecommerce & Online Giving <ul><li>Volunteers </li></ul><ul><li>Events </li></ul><ul><li>Membership </li></ul><ul><li>Donor / Alumni Log-in </li></ul>
  41. 46. Personal Fundraising <ul><li>Give your volunteers and members the opportunity to JOIN you in fundraising for the mission. </li></ul><ul><li>Capture the information of everyone who donates for future solicitation. </li></ul><ul><li>Does not have to be “event” related. </li></ul>
  42. 47. Personal Fundraising <ul><li>Higher response rates </li></ul><ul><li>Higher average Gifts </li></ul>Source: Kintera
  43. 48. Personal Fundraising <ul><li>Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors </li></ul><ul><li>Report on Team Success, Individual Success, and overall Fundraiser Success </li></ul><ul><li>Begin harvesting relationship with constituents that donate/participate for the first time. </li></ul>
  44. 49. Personal Fundraising
  45. 50. Personal Fundraising
  46. 51. Shopping Cart <ul><li>Items/Tickets </li></ul><ul><li>Customizable </li></ul><ul><li>Registration </li></ul><ul><li>Fulfillment </li></ul><ul><li>Shipping/Tax </li></ul>
  47. 52. Where does the information go? <ul><li>How do you track all of the information you know about a donor? </li></ul><ul><li>Can you store their interests, historical conversations, and all contact points in one location? </li></ul><ul><li>Is your institutional memory protected? </li></ul><ul><li>What are the benefits to combining all this information into one location? </li></ul>
  48. 53. Database
  49. 54. Constituent Relationship Management
  50. 55. Relationships <ul><li>How would tracking relationships increase your fundraising success? </li></ul>
  51. 56. Reporting How do this year’s donors compare to last year’s?
  52. 57. Database = Fundraising Tool <ul><li>Only works if used daily by all </li></ul><ul><li>Must be consistent/accurate </li></ul><ul><li>Powerful Memory Supplement </li></ul><ul><li>Technology makes it easy </li></ul>
  53. 58. On the Road <ul><li>Does your organization have multiple offices? </li></ul><ul><li>Can you access your organizational data from anywhere ? </li></ul><ul><li>How do you track notes from major gift visits or events? </li></ul>What needs do your organization have for accessing your development database?
  54. 59. Communications <ul><li>People are connected 24/7 </li></ul><ul><li>How can we be expected to communicate with so many people? </li></ul><ul><li>How can we personalize our message? </li></ul>
  55. 60. <ul><li>Why Has Email Become So Important? </li></ul><ul><li>People are busy…they want to communicate/interact on their own time </li></ul><ul><li>Email is inexpensive… </li></ul><ul><li>Email provides virtually instant access to friends and supporters </li></ul><ul><li>Email is a great equalizer </li></ul><ul><li>Email is measurable </li></ul><ul><li>Today’s Supporter has shifted </li></ul>
  56. 61. Grow Your List Online <ul><li>Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures </li></ul><ul><li>Use Search Engine Optimization/ Marketing to increase traffic and subscriptions </li></ul><ul><li>Advertise your newsletter/services/cause through a 3 rd party list </li></ul>
  57. 62. Grow Your List Offline <ul><li>Ask for email addresses at every touch point </li></ul><ul><li>Instruct staff to capture email addresses over phone when appropriate </li></ul><ul><li>Include your website address on all printed materials </li></ul><ul><li>Offer an incentive to register (contest, raffle) to collect emails </li></ul>
  58. 63. Why Segmentation is Important <ul><li>Segmentation breaks your audience into manageable parts </li></ul><ul><li>If the goal is building relationships, it helps to know who you are talking to </li></ul><ul><li>Segmenting your list will lead to more targeted messages </li></ul><ul><li>If you don’t segment, you are treating every one of your recipients like they are the exact same type of person </li></ul>
  59. 64. How to be a Good Sender <ul><li>In your messages, always include: </li></ul><ul><ul><li>The purpose; why you are sending it to the reader </li></ul></ul><ul><ul><li>A clear way to unsubscribe. </li></ul></ul><ul><ul><li>Consider offering alternative ways to receive emails, such as: </li></ul></ul><ul><ul><ul><li>Receiving newsletters monthly vs. weekly </li></ul></ul></ul><ul><ul><ul><li>Change of address (home vs. business email) </li></ul></ul></ul><ul><ul><ul><li>Sign up via RSS </li></ul></ul></ul><ul><ul><li>Link to your homepage </li></ul></ul><ul><ul><li>Privacy policy </li></ul></ul><ul><ul><li>Physical/street address of your organization </li></ul></ul><ul><li>Don’t get caught in spamtraps </li></ul>
  60. 67. Designing for Mobile Devices <ul><li>Mobile readers are more likely to scan your email rather than reading </li></ul><ul><li>Include compelling call to action in the first 15-25 characters of your subject line </li></ul><ul><li>Avoid “top heavy” images in the design </li></ul><ul><li>In addition to testing email browsers, test messages in handheld devices </li></ul>email (html)
  61. 70. What Now? <ul><li>1. Take a look in the mirror </li></ul><ul><li>How do you stack up? </li></ul><ul><li>Website (Interaction?) </li></ul><ul><li>Database Effectiveness (Tool for Fundraising?) </li></ul><ul><li>E-mail/Communications </li></ul><ul><li>Social Media Presence </li></ul>
  62. 71. What Now? <ul><li>2. Plan </li></ul><ul><li>Make it a priority </li></ul><ul><li>Set Aside Time for Review </li></ul><ul><li>Add to Board Agenda </li></ul><ul><li>Seek Professional Assistance </li></ul><ul><li>(Most companies will help you do this at NO COST!) </li></ul>
  63. 72. What Now? <ul><li>3. Continuous Evaluation </li></ul><ul><li>Must be Measurable </li></ul><ul><li>Website Hits </li></ul><ul><li>Fundraising Dollars </li></ul><ul><li>Donor Retention Percentages </li></ul><ul><li>Communications </li></ul><ul><ul><li>Cost vs. Results </li></ul></ul><ul><li>Social Media “Friends” </li></ul>
  64. 73. What Now? <ul><li>4. Have Fun!!! </li></ul><ul><li>Try New Things </li></ul><ul><li>Get Creative </li></ul><ul><li>Share your passion for your mission! </li></ul>
  65. 74. What Now? 1. How do we stack up? 2. Written Plan 3. Continuous Evaluation of Tools/Technology 4. Have FUN
  66. 75. Resources <ul><li>Getting Started with Facebook </li></ul><ul><li>Beth Kanter Blog – How Nonprofits Can Use Social Media </li></ul><ul><li>www.twitter.com </li></ul><ul><li>Blackbaud – Raising Money During Challenging Times </li></ul><ul><li>Getting Started with Google Analytics </li></ul><ul><li>www.socialmediaexaminer.com </li></ul><ul><li>www.techsoup.org </li></ul><ul><li>eTapestry Home Page </li></ul><ul><li>Contact eTapestry for Guidance </li></ul>
  67. 76. Questions?
  68. 77. Thanks! <ul><li>Mike Kierce </li></ul><ul><li>[email_address] </li></ul><ul><li>317-336-3834 </li></ul>

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