Bob Wesolowski - Caring Habits, Inc. Sean Kehoe - Trinity Direct Email gives you a new ability to engage donors and receive instant feedback. More than any other fundraising tool you have the ability to track every response. The first half of the program takes you through the steps necessary to develop a successful program including typical costs, building your address file, scheduling blast and the planning different types of emails. The second half looks at results, including opens, clicks and forwards. What does it all mean? Most important, we’ll look at donations and discuss several easy methods for updating donor records. LEARNING OBJECTIVES/TAKEAWAYS: Beginners will walk out of this session with a thorough understanding of the topic and the ability to at least start asking the right questions about implementing or understanding a program. Intermediate level participants will be introduced to techniques that will allow them to take their program to a higher level.

1. Presented by:
Bob Wesolowski
President
Caring Habits, Inc.
Briarcliff Manor, NY
1-888-CHI-0500
Sean Kehoe
Vice President
Trinity Direct, Inc.
Butler, NJ
1-973-283-3600

2. 
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Enables you to coordinate direct mail, email
and web landing pages.
Enables you to provide a clear, consistent
message across all mediums.
Enables donors to respond quickly and
efficiently in their preferred medium, 24/7.
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

3. Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

4. 1.
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Make the landing page easy to find.
NEVER require donors to log in. Everyone
should be allowed to contribute.
Give your form a positive identity. What
does the form say about your program?
Use the page to reinforce your message.
Repurpose copy.
Keep the form simple. Remove unnecessary
options. Use two forms if necessary.
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

5. 6.
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Always use a giving table. How much do
YOU want donors to contribute?
Avoid distractions. Don’t let donors detour.
Lose the nav bar.
Lose the “sales tax”, “S&H fee” and “shipping
address” fields while you’re at it.
Test. Test. Test. It’s the only way to improve
results.
Listen to your vendors.
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

6. #1
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# 4, #5
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY and Trinity Direct, Inc, Butler, NJ

7. #1
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8. 
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Use the right software for the blast or have a
vendor perform the service.
Provide an appropriate landing page.
Three ways to handle a donation. All landing
pages are not created equal.
◦ Develop a Stand-Alone page.
◦ Develop a page with Dynamic Linking.
◦ Develop a page with an Application Program
Interface (API).
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

9. 
Advantages:
◦ Easy to build and not very expensive.
◦ Creates a customized landing page that reinforces
your message.
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Limitations:
◦ How do you calculate effectiveness?
 Did the donor respond? Did the donor contribute?
 Where did the donor come from (direct mail, e-blast,
web, another page on your site)?
◦ Partially mitigated by using appropriate software.
◦ How do you update donor records?
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

11. 
Definition: An application (the landing page)
“calls” an external source (the URL) as needed
during execution to capture data.
◦ The link URL can contain donor ID’s, appeal codes,
source codes, giving tables and more.
https://www.chi-cash-advance.com/sforms/appeal1305/Contribute.aspx?Field57208=DonorID&Field60694=cammslnvB
◦ Can be used even with low or modest transaction
activity.
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

12. 
Advantages:
◦ Can be used with all email blasts.
◦ Accurately reports the source of all donations.
◦ Accurately captures important personal data.
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Limitations:
◦ Requires programming to develop some e-blasts.
◦ Requires a processor who can capture and report on
the additional data.
 Landing page must be programmed to capture data.
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

13. 
How does it work?
1. You imbed key info in the “Donate” button on the
email.
2. You send the blast to donors.
3. Donors click the “Donate” button in the email.
4. Dynamic Link parses the inbound URL, extracts
key info and populates designated fields on the
landing page.
5. Donors complete other required fields and submit
the donation for payment.
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

14. 
Definition: An Application Programming
Interface (API) is a program that specifies how
some software components should interact
with each other.
◦ Generally used for originators who:
 Process significant transaction volume;
 Require real-time reporting, e.g. a shopping cart or
event sign-ups;
 Want to maintain control of all credit card processing.
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

15. 
Advantages:
◦ Originator controls the process, beginning to end.
◦ Originator receives real-time notifications.
 Very effective for time-sensitive transactions.
◦ Can simplify tracking and reporting.
◦ Database (inventory) is often updated in real-time.
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Limitations:
◦ Requires significant activity to be worth the cost.
◦ Requires outside programming resources and a
stable processing environment.
◦ Integration with other systems can be tricky.
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500

16. 
How Does it Work?
1. Donor lands on your form, completes required
fields and submits the transaction for payment.
2. “Submit” button sends a “post” to the processor’s
form. Can include transaction number, amount
and other identifying information.
3. Donor enters credit card number and expiration
date on processor’s form and hits “Submit”.
4. Processor sends a post (the response) back to the
originator.
5. Originator acknowledges the payment and
updates their database.
Copyright ©2013 Caring Habits, Inc., Briarcliff Manor, NY 1-888-CHI-0500