2017 AFP International Session: Seeing 2020 - Predictions in Nonprofit Technology
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How to Bring Your Nonprofit into Focus Over the Next 3 Years The robots are all around us already. And, we don’t have to be afraid. The speed at which online fundraising, communications, connectivity, mobile wallets, web technologies and artificial intelligence are developing is rapid and it is only going to evolve in a massive way over the course of the next three years. In Kimbia’s newest ebook, nonprofit technology nerd, Taylor Shanklin, discusses her predictions in technology and how it will impact and improve the lives of nonprofit professionals. In this session, she will walk you through her technology predictions and provide you with tactical advice on what you can do today so that your nonprofit is seeing 20/20 by the year 2020. You will learn about technology shifts that will: Help you more effectively communicate and engage your audience Transform the way people donate to your organization. What you can do now to make sure that your organization has 20/20 laser-focused vision by the year 2020.
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2017 AFP International Session: Seeing 2020 - Predictions in Nonprofit Technology
- 3. Director of Marketing Strategy Taylor Shanklin HEY, I’M T-SHANK Taking it one deep breath and one glass of wine at a time. @KimbiaInc @tshankcycles • Nonprofit tech nerd: Implementing, Participating, Marketing for 9.5 years • Mother of two very loud and very social children • Loves: Writing, COFFEE!!!, Podcasting, Delving Into Videos, Turkey Hats, Karaoke • Hates: Math, Cat Fur, Cucumbers, • Email: taylor@kimbia.com Follow me online at hacksforgood.com & kimbia.com
- 4. T-SHANK, WHAT DO CARS HAVE TO DO WITH FUNDRAISING? 2005 2009 2013 2016
- 5. THE GREATEST ERA FOR FUNDRAISING
- 6. WE LIVE IN A WORLD where we are in love with our devices
- 7. WHERE OUR ATTENTION SPANS are being constantly pulled in multiple directions
- 8. AND INDIVIDUALS WANT TO ENGAGE WITH YOUR CAUSES more and more, in the virtual world
- 9. WHICH COULD LEAVE YOU LIKE..
- 11. WHAT’S ALREADY HAPPENING EASE OF USE CONNECTIVITY “ZAP” DATA VISUALIZATION “User Experience” “Action Items” TECHNOLOGY SHIFTS
- 12. WHAT ARE YOUR FEARS?
- 13. #1: TECHNOLOGY IS BECOMING EASIER WHAT CAN YOU DO NOW AND WHAT’S COMING USER EXPERIENCE IS KING IMPLEMENTATION IS BECOMING EASIER TOOLS YOU CAN USE 01 03 02
- 14. USER EXPERIENCE
- 15. WE ARE IN THE AGE OF EASE
- 17. @tshankcycles @KimbiaInc Source: Study by Direct Buy The future of shopping is on the small screen
- 18. @tshankcycles @KimbiaInc Integrate into their lives, their preferences. • Easy is #1 priority • Mobile • Connection • SIMPLE Pay • Social engagement We have to work in our donors world.
- 19. Donation at the Exact Moment of inspiration What payment types are you offering? Are you annoyed by your own form? Is it secure?
- 21. @tshankcycles @KimbiaInc IT’S EASY AND INEXPENSIVE TO BUILD A BEAUTIFUL WEB PRESENCE FOR YOUR ORGANIZATION and to INTEGRATE Fundraising So easy the marketing department can do it
- 22. @tshankcycles @KimbiaInc LinkedIn Google+ Charlie Norbert Use Google Tools • Analytics • Adwords • Data Studio (Beta)
- 23. @tshankcycles @KimbiaInc GOOGLE THINK TOOLS TO TEST YOURSELF Check ’Yo Self (Your Site)
- 24. @tshankcycles @KimbiaInc CRAZY EGG SUMOME WORDPRESS PLUGIN Website Usability Testing
- 25. #2: CONNECTIVITY IS KEY CONNECT WITH EACH OTHER, CONNECT WITH DONORS, CONNECT YOUR ECOSYSTEM SOCIAL ENGAGEMENT MATTERS ZAPPING THINGS TOGETHER TOOLS YOU CAN USE 01 03 02
- 27. @tshankcycles @KimbiaInc LinkedIn Google+ Twitter Pinterest Charlie Norbert “The most credible form of advertising comes straight from the people we know and trust.” - Nielsen VIRTUAL, PERSONAL CONNECTION WE ALL WANT CONNECTION. IT’ IN OUR NATURE. New Platforms for Connection
- 28. TITLE Primary Buyer Persona THE POWER OF PEOPLE
- 29. @tshankcycles @KimbiaInc EVERYONE! http://www.pewinternet.org/fact-sheet/social-media/ Who Uses Social Media?
- 30. @tshankcycles @KimbiaInc LET’S LOOK AT STUDIES FROM SOME EXPERTS http://www.pewinternet.org/fact-sheet/social-media/ http://www.smartinsights.com/social-media-marketing/social- media-strategy/new-global-social-media-research/ https://www.comscore.com/Insights/Blog/Snapchat-Breaking-into-the- Mainstream-as-it-Posts-New-Highs-Across-Age-Segments But, which social media?
- 31. @tshankcycles @KimbiaInc DO SOCIAL USERS GIVE MORE? Across all four relevant networks, the average gift size was more than double the population’s average gift. LinkedIn $115.10 Facebook $107.00 Twitter $110.74 Klout $114.19 Average Gift ALL Participants* $54.19 *YES – Even when gifts over $1,000 were excluded CASA of Travis County: Superhero Run Case Study
- 32. @tshankcycles @KimbiaInc CASA of Travis County: Superhero Run Case Study DO SOCIAL USERS RAISE MORE? Across all four relevant networks, the average P2P raise amount was more than double the population’s average raise amount. * YES – Even when gifts over $1,000 were excluded LinkedIn $307.75 Facebook $263.17 Twitter $283.05 Klout $305.24 Average Raise ALL Participants* $123.06 YES (excluding raise amounts > $1,000)
- 33. @tshankcycles @KimbiaInc FACEBOOK ADS ARE ATTENTION ARBITRAGE • Facebook is one of the most inexpensive forms of advertising • Decline in the organic reach of Facebook Pages. Do Social Media Advertising
- 34. @tshankcycles @KimbiaInc LET’S TALK PREDICTIONS & WHAT YOU SHOULD DO Keep emailing More visual Video Keep mailing the RIGHT generation Look for efficiency here Focus on social Think about social advertising to promote events But, what about…..?
- 35. @tshankcycles @KimbiaInc Some of the old tried and true methods are still powerful, maybe even more now because they are rare A Personal Story / Case Study • Handwritten notes • Personal direct messaging on social media – The DM • Want to meet up for coffee when I’m in your neck of the woods? Don’t hate on the old school
- 36. @tshankcycles @KimbiaInc Make Engaging Content
- 37. @tshankcycles @KimbiaInc LinkedIn Google+ Charlie Norbert COLLABORATE! • Get out of the inbox • Share a common channel and online planning tool • Collaborate! Get everyone talking together at the same time • Build culture Communicate!
- 38. POLL: WHO HAS SET UP A ZAP OR IFFT?
- 39. @tshankcycles @KimbiaInc LinkedIn Google+ Twitter Charlie Norbert “ZAPier makes you Happier” Zapier.com
- 40. @tshankcycles @KimbiaInc LinkedIn Google+ Twitter Charlie Norbert Hacksforgood.com FOR More of this with T-Shank ADSPRESSO: Facebook ads training Strategy Tools for Engagment Listen to podcasts when commuting
- 41. ANSWER QUESTIONS AND STRATEGIZE IN DERIVING MEANING FROM DTA AI + BIG DATA RIGHT MESSAGE, RIGHT TIME TOOLS YOU CAN USE 01 03 02 #3: DATA IS LESS SCARY NOW
- 42. POLL: WHO HAS ONE OF THESE?
- 43. THE ROBOTS ARE HERE
- 44. THEY AREN’T SCARY LIKE THE MOVIES
- 45. POLL: What do you feel when you hear the term big data?
- 46. @tshankcycles @KimbiaInc ARTIFICIAL INTELLIGENCE BIG DATA The theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. Big data alongside artificial intelligence is simply going to help us look at donor data in a more meaningful way (without having to be data scientists or break the bank.) Extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions. Buzz Words!
- 47. @tshankcycles @KimbiaInc LinkedIn Google+ Twitter Pinterest Charlie Norbert The robots are already there whether we notice it affecting our daily lives or not. BEHAVIORAL PREFERENCES, ANYONE? WE EXPECT EXPERIENCES TO BE CATERED TO US It’s More Like This
- 49. @tshankcycles @KimbiaInc LinkedIn Google+ Twitter Charlie Norbert Cyfe: for all in one dashboards https://www.salesforce.com/products/einstein/overview/ SALESFORCE EINSTEIN Klipfolio: for dashboards Data toolbox
- 50. @tshankcycles @KimbiaInc LinkedIn Google+ Twitter Charlie Norbert 1.GET EVERYONE TOGETHER 2.GET THE EBOOK ASSESSMENT on Kimbia.com or email me at taylor@kimbia.com 3.BE HONEST 4.USE A TOOL TO TALK TO EACH OTHER F.E.A.R. ASSESSMENT F – Fundraising E – Experience [DONOR] A – Adaptation R – Reach
- 51. THANK YOU!!! If Elle Woods could become a lawyer, we can certainly adopt new technologies! DOWNLOAD THE EBOOK on Kimbia.com Homepage written by yours truly Free webinars: Kimbia.com > Resources If you like this and want more of this, SUBSCRIBE TO my new video cast @ hacksforgood.com Contact me: taylor@kimbia.com
Editor's Notes
- I’m going to get started with some conversation about the world that we live in today and how that affects us in the nonprofit space Throughout we will be be talking about technology shifts to be watching and developing with over the next three years Throughout that, I will also introduce tips and tools that you can use and start using NOW. I am all about finding amazing and inexpensive tools that are easy to use and adopt, so I will share some of my favorite tools that I have stumbled upon and discuss how I use them. I want to talk big picture thinking today, but also tactical and have you walk away with some ideas on where you should be investing and how you can start to move into the future. I will wrap it up with an overview of the Seeing 2020 Assessment and an open Q&A
- I have a very ambiguous open-ended title, meaning: I wear a lot of hats Who else here wears a lot of hats?
- Taylor Let me tell you a story. For quite a while cars have looked like this. Sure you can get more bells and whistles like heated leather seats and programmed window controllers, but the technology in cars hasn’t really changed that drastically in the past 10 years. My 12 year old car was doing just fine with essentially the same features as a 2 year old car. The user experience, the ease of buying and the connectivity finally put me over the edge and convinced me that I didn’t need to be afraid anymore. The technological advances were well worth the new car purchase, even though I had always been “5 years behind” In just the past two years, the automobile tech market has changed dramatically, so much so that a 2015 vehicle is very different from a 2016. Life saving technology
- We are living in the greatest technological era. I believe we are living in the greatest era for fundraising. It is easier than ever before to harness the power of technology, the crowd, and automation to raise money for your cause. I truly think we are on the brink of the great automation revolution since the automobile assembly line.
- Here’s the deal, the shifts that are happening all around us and that affect our daily lives, our donors daily lives, our volunteers daily lives…all of these changes affect the way we approach fundraising
- It’s difficult to get people’s attention. It just is. The people who you want to support your cause are pulled in a million different directions. It takes an average of six times seeing an advertising message, or a call to action before a real action is prompted
- With all of this being said, nonprofits are in this same bucket. It’s not just for profit brands that are seeing increased engagement in virtual worlds. It’s not just for profit brands who are held to high levels of expectations. As fundraising professionals, we have to keep up with the times, be agile and take advantage of the fact that while there is a lot more noise now, there are also a lot more tools for cutting through that noise.
- This might leave you feeling like this.
- Limited resources You might wear a lot of hats The dollars you spend on tools & infrastructure are donor dollars That can make decisions to spend money more emotional and scary But also like this Nonprofits share a lot of similarities to startups. Who feels like this sometimes? Who feels like this a lot? New programs – how do you project budget based on no historical income? Communication across teams can be fragmented You may be using a lot of different software tools across departments that essentially do similar things Data could be in many places Limited resources Wearing a lot of hats eeling like this.
- The beauty of where technology is going, and how “the robots” will improve the lives of us in the nonprofit sector because of what I will boil down to as 3 major shifts: 1) Ease of Use (show pain point of difficulty in implementing or easy button); 2) Connectivity in the software ecosystem 3) Big data + AI gives us this - Show examples from klipfolio taking a spreadsheet of data and turning it into a visual that shows us meaningful patterns
- Share your story What are your greatest fears about technology adoption? Please share
- So let’s first talk about how technology is becoming easier to adopt, to implement and to use
- And to make it even more challenging as communicators of our missions, the reality of today is that people have high expectations. They want all of the websites they interact with on a daily basis to work like magic. They want to be targeted with information applicable to them, as if it were magic. We have been conditioned to have these high expectations because of the way technology is evolving and how products and services we use in our daily lives do prompt action based on past behaviors
- Disney is getting with the program in the changing technology landscape. They are making the experience even more magical with these wrist band things that let you cut in front of everyone. Now I’m “thrifty” so I didn’t pay up for that, but lots of people do. Because people want EASE of use. They want instant gratification. They have short attention spans and they just don’t want to stand around in an hour-long line. Think about this when you are creating your online registration or donation experience for your events. The same people that want an easy experience at Disney, are going to want an easy experience when they are engaging with or giving to your cause.
- Our attention spans are so short, so what do we do? We need to cater to our donors attention spans
- Technology is becoming easier to use User Experience is King
- Online growth is Online growth is about eating your vegetables first. You need to do the basics first. about eating your vegetables first. You need to do the basics first. Online growth is about eating your vegetables first. You need to do the basics first. ACH PayPal Facebook Donations – Allow your donors to give where they want to give, and figure out the data part on the backend
- Devices: 1-foot; 2-foot; and 10-foot Identity: Unique, Universal, Timeless Experience: Seamless, Intuitive, Accessible Protected: Secure, Confidence, Private
- This will change the way we think of data integration and data migration It will open up the doors to new opportunity of adopting systems, and integrating them, porting data into your database of record, or your email marketing system so that you are sending messages to the right people at the right time. It will save you time. It will relieve some of the current data mining nightmares that we all face. I’m not standing up here today as someone who knows exactly how all of this works, or can explain it from a technical perspective. But, I do stand here as someone who knows that the capabilities that this sort of technology brings to us will continue to grow and be astounding, and so my message to you today is to start to study these technologies. Play around with them and get to know what’s possible. Keep your eye on them so that you can be ready and agile and effective in your role
- So what can you do to test yourself and improve? You can test your website. Find out if it’s working well on desktop vs mobile. This tool is completely free.
- What do all of these have in common? It’s the peer effect, peer pressure. This platform still exists
- But this platform also exists here…in a global since.
- PEW institute
- Pew research
- We just recently finished up a study with one of our clients.
- We just recently finished up a study with one of our clients.
- Every time we donate to Texas State University, we get a hand-written, personal thank you note. And, we donate every time they call Every time I donate to my alma mater, we don’t get a personal note, we just get more phone calls at terrible hours of the evening, and I’ve stopped donating
- This will change the way we think of data integration and data migration It will open up the doors to new opportunity of adopting systems, and integrating them, porting data into your database of record, or your email marketing system so that you are sending messages to the right people at the right time. It will save you time. It will relieve some of the current data mining nightmares that we all face. I’m not standing up here today as someone who knows exactly how all of this works, or can explain it from a technical perspective. But, I do stand here as someone who knows that the capabilities that this sort of technology brings to us will continue to grow and be astounding, and so my message to you today is to start to study these technologies. Play around with them and get to know what’s possible. Keep your eye on them so that you can be ready and agile and effective in your role
- This will change the way we think of data integration and data migration It will open up the doors to new opportunity of adopting systems, and integrating them, porting data into your database of record, or your email marketing system so that you are sending messages to the right people at the right time. It will save you time. It will relieve some of the current data mining nightmares that we all face. I’m not standing up here today as someone who knows exactly how all of this works, or can explain it from a technical perspective. But, I do stand here as someone who knows that the capabilities that this sort of technology brings to us will continue to grow and be astounding, and so my message to you today is to start to study these technologies. Play around with them and get to know what’s possible. Keep your eye on them so that you can be ready and agile and effective in your role
- OK before we get started, I want to take a poll. Out of curiosity how many of you have one of these?
- Turn spreadsheets into Personas Segments - based on behaviors and patterns And turn that into action