Youve built a website, now lets build a relationship

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  • Thanks for taking the time to join us this morning for what we hope will be an informative and enlightening session! Introduction of self (Existing Role, New Accounts Role, Neat perspectives, technically Generation X, belong to a new batch of young professional donors that many organizations are attempting to reach and build relationships with today) Thanks to NSFA - who has realized the importance of technology for nonprofits of all shapes in sizes and are allowing us to use this as a platform for getting this message to several groups throughout the U.S.
  • Our objective this morning is a very simple one. (Read) Well…….maybe not so easy at first glance, haha. But it should be by the end of our session. We will talk about a number of ways that, as a nonprofit organization, you can leverage technology and the internet to help improve your donor relationships. Now, this topic can be a bit overwhelming, a bit scary, and at times difficult to understand how some of these ideas can be applied. It will be our goal today to highlight some of the latest tools available to nonprofits when it comes to engaging donors or potential donors over the internet and how you can apply them. In fact, some of these ideas you should literally be able to implement this afternoon… which is the great thing about this topic! Our bottom line - If you are able to come away with a few ideas or concepts to improve your overall online strategy, then I think we can consider it a success!
  • Fortunately, it isn’t difficult for us to convey the importance and potential outreach of the internet and a website for that matter. FORTUNATELY almost all schools and school foundations we work with do have a website today. UNFORTUNATELY, the Field of Dreams theory of “If you build it, they will come” doesn’t apply to your website. There are far too many schools that we’ve interacted with that are taking this for granted and not placing enough focus on ensuring that your website is reaching that potential. Something to consider, is that you have a huge advantage over most of the groups we work with in that you have a BUILT-IN audience. Even more incentive to make sure you’re placing a focus on your website.
  • To further illustrate this point, lets talk for a minute about the “New Normal” of daily life and how it has affected internet usage. READ BULLET POINTS Obviously many of these ideas and topics translate to the way people learn about and support Nonprofits and how as an organization you are establishing a relationship (MORE ON NEXT SLIDE)
  • With this new normal, we see an entirely new brand of donor. As a nonprofit striving to succeed in retaining donors as well as acquiring them, we really must change the way we think and operate on the web. READ LIST…!
  • If you aren’t convinced yet, lets take a look at some statistics provided by the ePhilanthropy Foundation for Online Giving in North America. If this isn’t a clear sign that Nonprofits MUST focus some energy on creating an online strategy, I’m not sure what is.
  • With that, lets make some initial conclusions in regards to technology, relationship building, and fundraising READ (1 by 1) ADVANCE
  • The power of your website is really immeasurable. Consider that, before most people will donate, and regardless of whether that donation is made online or not, they WILL BE at your website, learning about your organization and determining whether or not they want to give you their money. ADVANCE
  • Can they literally come away with a piece of information?
  • While content is important, there is a careful balance and you don’t want to convolute the screen with too much information. Making it very apparent for how one can become involved will improve your chances that they will do just that. ADVANCE
  • Like we mentioned earlier, providing the ability to give online REALLY is a no brainer today.
  • Giving options for Recurring Gifts or Pledges should always be included as well. Recurring Gifts can be the foundation for many successful campaigns
  • Asking for volunteers or subscribers to your newsletters can be an exceptionally easy way of gathering information
  • For any organization with Alumni, your website should allow those folks to engage with you, and share their information
  • Event Registration – something we mentioned earlier, can now be inserted as part of your website, and an excellent/convenient way of allowing people to participate with very little work on your part
  • This concept of team or personal fundraising is one of the fastest growing aspects of online fundraising. There is a reason for that, and the reason is success rate. (Talk about) ADVANCE
  • This concept of team or personal fundraising is one of the fastest growing aspects of online fundraising. There is a reason for that, and the reason is success rate. (Talk about) ADVANCE
  • This concept of team or personal fundraising is one of the fastest growing aspects of online fundraising. There is a reason for that, and the reason is success rate. (Talk about) ADVANCE
  • This concept of team or personal fundraising is one of the fastest growing aspects of online fundraising. There is a reason for that, and the reason is success rate. (Talk about) ADVANCE
  • So now that we have an interactive website, we’ve collected information for donors, event attendees, volunteers, alumni. What is a logical next step for us in building that relationship?
  • An alternative to Direct mail (something that may have been much more common in the past)
  • What are some clear advantages of utilizing eCommunications vs. Direct Mail?
  • Because we’ve been able to gather information, we should be able to target our emails quite easily. Is anyone familiar with click through statistics? These types of stats will actually reveal those names who have opened the e-mail, how many times and when, and whether that person has clicked on specific links included within the email That type of knowledge can be very powerful!
  • E-mail is such a great way of pointing someone to a particular action. Using a targeted approach can allow you to communicate with specific people en masse’ and for a specific reason.
  • A lot of groups I’ll talk to are concerned with overloading with e-mail. A nice way to combat this is with a targeted approach. Send an email first. If it doesn’t succeed, give physical mail a try. As a last resort, revert to e-mail and alert the recipient that you’ve attempted to connect with them via physical mail as well and GIVE THEM the option of the preferred method looking forward. You’ll also want to give them the opportunity to OPT OUT
  • E-mail is such a great way of pointing someone to a particular action. Using a targeted approach can allow you to communicate with specific people en masse’ and for a specific reason.
  • Youve built a website, now lets build a relationship

    1. 1. You’ve Built a Website – Now Let’s Build a Relationship Mike Kierce Education Team, eTapestry division of Blackbaud
    2. 2. … by building a meaningful relationship with our donors, online! “ Internet Strategies for Relationship Building” Our objective - We want to explore how we use technology and the Internet to meet the needs and desires of our donors/alumni/volunteers/members/prospects,
    3. 3. “ Internet Strategies for Relationship Building” <ul><li>More Specifically… </li></ul><ul><li>Getting people to your website </li></ul><ul><li>Engaging them through your website </li></ul><ul><li>Communicating Effectively </li></ul><ul><li>Using that data to your advantage </li></ul><ul><li>Improving Fundraising Results </li></ul>
    4. 4. <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. 5. The “New Normal” <ul><li>We have shifted our normal activities of daily life –online. It is the “new normal” </li></ul><ul><li>How often do you check the mail box? How often do you check your email? </li></ul><ul><li>Where do you go to search for information, buy plane tickets, find a map, or research something? </li></ul><ul><li>If you are interested in volunteering or learning more about a nonprofit – do you Google, write them or look in the phone book? </li></ul>
    6. 6. New Normal = New Breed of Donor <ul><li>Read email before snail mail </li></ul><ul><li>Busy, satisfy interests on their schedule </li></ul><ul><li>Expect personalized information </li></ul><ul><li>Require immediate feedback </li></ul><ul><li>Already building relationships online </li></ul><ul><li>More willing to give online </li></ul>Ephilanthropy Foundation
    7. 7. North American Online Giving Estimates * Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005= $4.53 Billion Estimate of Giving in 2006= $6.9 Billion *Estimates provided by ePhilanthropy Foundation Any Signs of Slowing? Estimate of Giving in 2009= Approaching $15 Billion
    8. 8. <ul><li>Fundraising is still based upon Relationships </li></ul><ul><li>The Internet expands our opportunity for Communications (2 way!) </li></ul><ul><li>Your website is a logical place to promote engagement and collect data </li></ul><ul><li>Effective & Personalized Communications build strong Relationships </li></ul><ul><li>You can build stronger relationships by using technology (more with less!) </li></ul><ul><li>Stronger relationships can mean stronger fundraising results </li></ul>Initial Conclusions
    9. 9. 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>Make it easy to find </li></ul><ul><li>A Few Key Changes can Make a Huge Difference </li></ul><ul><li>Your website = tool for engagement </li></ul>
    10. 10. Web Site Optimization First Things First – Focus on Design & Continuous Evaluation
    11. 11. Web Site Optimization <ul><li>Content Management System (Control your Content) </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Analytics </li></ul><ul><li>Blogging / Video </li></ul><ul><li>Contact Form </li></ul><ul><li>Mobile Optimization (How it looks on your phone) </li></ul><ul><li>Twitter Link </li></ul><ul><li>Facebook Link </li></ul><ul><li>Landing Pages </li></ul><ul><li>E-mail Marketing Opt-In </li></ul>Keys to Building a Successful School Foundation Web Site 10 Key Features to Consider Source: www.marketingtechblog.com/programming/10-features
    12. 12. Google Grant/Sponsored Links Web Site Optimization
    13. 13. Google Grant/Sponsored Links Web Site Optimization
    14. 14. Web Site Optimization
    15. 15. Web Site Optimization
    16. 16. Web Site Optimization <ul><li>Include your Website URL on All Printed Materials </li></ul><ul><li>Include URL on E-mail Signature </li></ul><ul><li>Utilize Social Media to drive people to the website </li></ul><ul><li>Link from School Site </li></ul><ul><li>Link from other Community Sites </li></ul><ul><li>Video </li></ul>Ways to Drive Traffic
    17. 17. Web Site Optimization Ways to Drive Traffic Video is a Magnet for Your Web Site! Could the impact of this story be told more effectively any other way?
    18. 18. Know the DIFFERENCE How To Succeed Online
    19. 19. They’re at your website, now what do they do? <ul><li>Can they get something? </li></ul><ul><li>Can they do something? </li></ul><ul><li>Can they give something? </li></ul>
    20. 20. Can they get something? Calendars Documents Event Information Alumni Lists Planned Gift Info Newsletters PodCasts
    21. 21. Can they do something? Register for an event Golf tournaments Walk-a-thons Dinners Join – Become a member Update their own information Run planned gift calculations Purchase school merchandise
    22. 22. Can they give something? Time - Volunteer Goods (in kind gifts) Money
    23. 23. Interaction is KEY! What is the most important thing for you to obtain?
    24. 24. Make it CLEAR What they can do to help or become involved
    25. 25. Online Donations
    26. 26. Online Donations – Recurring Gift Option
    27. 27. Ask for Volunteers & Subscribers
    28. 28. Engage Alumni
    29. 29. Event Registration
    30. 30. Personal Fundraising
    31. 31. Engages on a personal level
    32. 32. Personal Fundraising
    33. 33. Personal Fundraising <ul><li>Participants send an average of 30 e-mails </li></ul><ul><li>One in four emails sent by a participant 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>Personal Fundraising results are typically pretty impressive.
    34. 34. We’ve collected information… What now?
    35. 35. eCommunications
    36. 36. A Communications Tool versus <ul><li>Cost? </li></ul><ul><li>Preparation? </li></ul><ul><li>Customizable? </li></ul><ul><li>Acceptance? </li></ul><ul><li>Timing? </li></ul>Direct Mail Email Substantial – labor intensive Easy Expensive (materials/prep/postage) Very low cost Yes (personalization/gift info/etc.) Yes (same) Universal Growing Slow Fast
    37. 37. Segmented/Targeted Appeals <ul><li>Past Giving / Major Donor or VIP Group </li></ul><ul><li>Interests or Preferences </li></ul><ul><li>Geography </li></ul><ul><li>Specific Graduating Classes </li></ul><ul><li>Past Behavior – Send e-mail to everyone who clicked on this link in the last e-mail. </li></ul>
    38. 38. A Targeted Approach
    39. 39. Email direct mail email
    40. 40. Why ask online??
    41. 41. Click-through Statistics!
    42. 42. e-Communication Take-aways <ul><li>Use a targeted approach </li></ul><ul><li>Use HTML wherever possible </li></ul><ul><li>Use a 3 rd party vendor to ‘power’ your e-mails </li></ul><ul><li>Analyze ‘Click-through’ Statistics and adjust as needed </li></ul>
    43. 43. Social Networking Boom What does Social Media have to do with our website? How can we use it?
    44. 44. Social Networking Boom <ul><li>Outreach </li></ul><ul><li>Allow Others to Spread Awareness For You </li></ul><ul><li>Viral Effect </li></ul><ul><li>Reach people you never would otherwise </li></ul><ul><li>Direct people to your website </li></ul>
    45. 45. FACEBOOK
    46. 46. FACEBOOK FACEBOOK Users
    47. 47. FACEBOOK <ul><li>TIPS: </li></ul><ul><li>Invite colleagues, students, parents, alumni, board members, and friends to become fans </li></ul><ul><li>UPDATE often </li></ul><ul><li>Start Conversations </li></ul><ul><li>Brand your page </li></ul>
    48. 48. FACEBOOK <ul><li>TIPS: </li></ul><ul><li>Link back to your website! </li></ul>
    49. 49. Twitter
    50. 50. The Power of Social Media <ul><li>Goals: </li></ul><ul><li>30 Day Fundraising Campaign </li></ul><ul><li>Outfit Center with Technology Equipment </li></ul><ul><li>Raise $32,000.00 </li></ul>
    51. 51. The Power of Social Media <ul><li>Tactics: </li></ul><ul><li>2 Targeted e-mail blasts to approximately 2,000 contacts </li></ul><ul><li>Promotion on Facebook Page & Twitter Accounts </li></ul><ul><li>Urged others to do the same </li></ul>
    52. 52. The Power of Social Media <ul><li>Results: </li></ul><ul><li>Financial Goals Met ahead of time </li></ul><ul><li>13 New Computers, 13 LCD Monitors, 40 HP Thinlines, 40 Widescreen Monitors, 40 Work Stands </li></ul><ul><li>Hundreds of New Fans / Supporters </li></ul><ul><li>Data & Permission to Create Relationships </li></ul><ul><li>Free publicity </li></ul>
    53. 53. The Power of Social Media Social Networks: Hints for Success <ul><li>It is not FREE, resources are required </li></ul><ul><li>Endorsements matter, think forwarded emails! </li></ul><ul><li>Measure (Where does the data go?) </li></ul><ul><li>Have something to say, must be regular or it dies fast </li></ul><ul><li>Use as a vehicle to DRIVE WEBSITE TRAFFIC. That’s where we’ll capture data – which is the key to building that relationship </li></ul><ul><li>Stephanie Miller, Email Insider, 2009 </li></ul>
    54. 54. Now that you’ve collected the data – what do you do with it? <ul><li>Record donor details </li></ul><ul><li>Record donor preferences </li></ul><ul><li>Segmentation capabilities </li></ul><ul><li>Individual email </li></ul><ul><li>Mass email </li></ul><ul><li>Snail mail </li></ul>Put it in a database!
    55. 55. Accurate Information
    56. 56. Keeping it simple Prospect Website Gather Information Use Email Database
    57. 57. Conclusions/Application <ul><li>Fundraising is still based upon Relationships </li></ul><ul><li>The Internet expands our opportunity for Communications (2 way!) </li></ul><ul><li>Your website is a logical place to promote engagement and collect data </li></ul><ul><li>Effective & Personalized Communications build strong Relationships </li></ul><ul><li>You can build stronger relationships by using technology (more with less!) </li></ul><ul><li>Stronger relationships can mean stronger fundraising results </li></ul>
    58. 58. 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 Design </li></ul><ul><li>Ability to Engage </li></ul><ul><li>E-mail/Communications </li></ul><ul><li>Social Media Presence </li></ul>
    59. 59. 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>
    60. 60. What Now? <ul><li>3. Continuous Evaluation </li></ul><ul><li>Must be Measurable & Regular </li></ul><ul><li>Website Hits </li></ul><ul><li>Fundraising </li></ul><ul><li>Donor Retention </li></ul><ul><li>Communications </li></ul><ul><ul><li>Cost vs. Results </li></ul></ul><ul><li>Social Media “Friends” </li></ul>
    61. 61. 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 school and for the students you are ultimately helping! </li></ul>
    62. 62. Questions? Mike Kierce [email_address] 317.336.3834 www.etapestry.com

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