8 Breakthrough Strategies Seminar

Judy Nash Account Executive 8 Breakthrough Strategies for the Next Decade of Fund Raising: An Executive Briefing

Who is eTapestry? Dedicated to serving nonprofits A fast growing, successful NASDAQ firm A company that thrives on innovation A group that is passionate about service People who love to have fun!

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

Agenda Pure Fund Raising Tools Matching Gifts Recurring Gifts Essentials for the “Ask” For Impact Report Segmentation Relationship Building Tools CRM Email

Agenda (cont.) Relationship Building Tools (cont) Web 2.0 Moves Management Mobile Benchmark Reporting Donor Loyalty Community Building (Donor Login) Web Site Optimization Research/Analytics API (Interface to the world outside)

“ Today we have the chance to seize two hours which could have a major impact on monies raised for your mission!” Jay Love CEO and Co-Founder of eTapestry Photo credit: Sorin Brinzei

The Rules Still Apply (It’s all about relationships… not technology)

Know the Difference It is Now a New World

“ 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 1. Pure Fundraising Tools

1. Pure Fundraising Tools: Matching Gifts Quite Simply a Doubling of Donation Amounts! Most Often Money that Falls Through the Cracks Relationships, Relationships, Relationships Again Leveraging Your Technology Investment

1. Pure Fundraising Tools: Matching Gifts

1. Pure Fundraising Tools: Recurring Gifts The Foundation of many Fundraising Programs Key in ePhilanthropy Transactions Constituents become Investors rather than Donors Technology makes it Easy

1. Pure Fundraising Tools: Recurring Gifts

1. Pure Fundraising Tools: Essentials of the Ask It Must be Easy or it will not be Used! “ Home Page” Investors in Your Mission Relationship + Knowledge + Proven Plan = SUCCESS

1. Pure Fundraising Tools: Essentials of the Ask

Based Upon Proven Results So Simple Yet So Powerful The Pareto Principle at it’s Best A Report that Anyone and Everyone can use 1. Pure Fundraising Tools: For Impact Report

Capacity to Give Score Relationship to Your Organization Score Timing Score Past Giving to Your Organization Score Past Philanthropic Giving Score 1. Pure Fundraising Tools: For Impact Report

1. Pure Fundraising Tools: For Impact Report

Personalize Everything You Can Let Technology do the Work for You Queries can be Intuitive and Easy Think with Building Blocks and Logic 1. Pure Fundraising Tools: Segmentation

1. Pure Fundraising Tools: Segmentation

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 2. Relationship Building: Constituent Relationship Management (CRM)

“ If you want milk from a cow, you don’t send it a letter.” Si Seymour 2. Relationship Building: Constituent Relationship Management (CRM)

2. Relationship Building: Constituent Relationship Management (CRM)

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 2. Relationship Building: eMail

2. Relationship Building: eMail

Email Key Functions Tracking: bounces, opens, click-throughs Subscription management: automated unsubscribe or opting out link 2. 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 2. Relationship Building: eMail

You are NOW the Catalyst not the Originator Where Thousands of New Relationships can Begin Traffic you Always Dreamed of for your Web Site Easier than you Think to Do 2. 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. 2. Relationship Building: Web 2.0

2. Relationship Building: Web 2.0

Web 1.0 vs. Web 2.0 Web 1.0 was about reading, Web 2.0 is about writing Web 1.0 was about organizations, Web 2.0 is about communities Web 1.0 was about home pages, Web 2.0 is about blogs Web 1.0 was about portals, Web 2.0 is about RSS Web 1.0 was about owning, Web 2.0 is about sharing Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/ 2. Relationship Building: Web 2.0

Source: The Wall St. Journal , 2006 2. Relationship Building: Web 2.0 – Online Video Use

2. Relationship Building: Web 2.0 – Fun Video

2. Relationship Building: Web 2.0 – Social Networking

1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends 2. Relationship Building: Web 2.0 – Social Networking

2. Relationship Building: Web 2.0 - Widgets

2. Relationship Building: Web 2.0 - RSS

2. Relationship Building: Web 2.0 - Podcasts

2. Relationship Building: Web 2.0 – Message Boards

2. Relationship Building: Web 2.0 - Wikipedia

Peer Fundraising Online 2. Relationship Building: Web 2.0 – Personal Fundraising Pages

2. Relationship Building: Web 2.0 – Personal Event Fundraising

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! 2. Relationship Building: Web 2.0 – Personal Event Fundraising Results:

CRM Based Upon a PROVEN Roadmap Status Reports to Die For The Foundation of Many a Successful Campaign A Plan which “Stays” even if Staff does not 2. Relationship Building: Moves Management ©

2. Relationship Building: Moves Management ©

All Excuses for NOT Using CRM are Gone So Handy The Ultimate Tool for in the Field Marries Together Two Indispensible Communication Devices 2. Relationship Building: Moves Management ©

Included with your eTapestry service Specifically formatted for mobile use Fast Real time information – no syncing or downloading 2. Relationship Building: Mobile

3. Benchmark Reporting How would you go about finding the number of lapsed donors and dollar amounts for them? How do you compare your organization to others? How do we measure success of our organization with similar groups?

3. Benchmark Reporting Direct Comparisons are Powerful Accurate Data from Thousands of Non-Profits Ability to Isolate Peer Groups Focus Your Team on Areas with the Greatest Impact

3. Benchmark Reporting Giving Dynamics Report

3. Benchmark Reporting Benchmark Status Report

3. Benchmark Reporting Benchmark Comparison Report

4. Donor Loyalty Questions How do you know which donors are loyal? Which are accessible? Which feel trapped? Which are at risk?

4. Donor Loyalty Why Measure? More NP’s Equal More Competition Appropriate Donor Strategy is Easier Donors Expect More Everyone Loves to Provide Their Opinion

4. Donor Loyalty A donor’s loyalty level is indicated on the search screen

4. Donor Loyalty - Value/Strategic Fit + - Loyalty + Value Creators Grow Value Sustainers Harvest Value Detractors Replace Value Opportunities Convert

4. Donor Loyalty 8 donors are at risk Representing $.21 million 27 donors are secure Representing $.86 million 11 donors are trapped Representing $.21 million 16% 16% 0% 67% 57% 2% 17% 23% n = 1 n = 27 n = 11 n = 8 n =55 accounts

4. Donor Loyalty Retaining Current Donors is Job # 1 Knowing Where to Focus is Essential Avoidance of Lapsed Donors is Huge “ Keep your Friends Close”

5. Community Building Donor Login Like it or Not You are Now Open 24/7 Community Involvement Creates Web Site Stickiness! Your Mission Communication is Enhanced Constituent Bonding is Stronger

5. Community Building Donor Login

5. Community Building Donor Login Keith Davis

6. Web Site Optimization If Relationships are Built on Communications . . . Basic Parameters are Driven by Common Sense A Few Key Changes can Make a Huge Difference Leverage Partners who KNOW the Non Profit Sector

Both are Masters of Multi-Channel Marketing! 6. Web Site Optimization Be Like Martha or Oprah

An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site 6. Web Site Optimization E-Mail Print Other Tools

What are the goals? How will we measure success? What are the specific tactics? Do we need any new tools or assistance? Who is responsible for what? Is everyone on the same page? 6. Web Site Optimization: Start with a Plan

“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” Carrie Johnson, Senior Analyst Forrester Internet Research 6. Web Site Optimization

6. Web Site Optimization: Before and After

DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website http://www.the-dma.org/privacy/creating.shtml 6. Web Site Optimization: Privacy

6. Web Site Optimization: Needle in a Needle Stack

6. Web Site Optimization: Breakthrough the Clutter

6. Web Site Optimization: Keeping it Simple Advanced Email Database Ecommerce Website

INTEGRATION is the KEY! 6. Web Site Optimization: Next Steps

6. Web Site Optimization: Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28

Does it accept donations by credit card? 94% Does it have a blog? 53% If you have a blog, can readers comment on it? 54% If you have a blog, does it have links to other blogs 52% Do you post any videos on your website? 75% Do you have podcasts on your website? 32% Do you host message boards? 22% Do you provide an RSS feed to your website? 29% Overbrook Foundation Survey of Human Rights NPO’s in 2007 6. Web Site Optimization: Web Site Integration

Mention Benefits & Ease Of Online Contributions 6. Web Site Optimization: Integrate on and off line appeals

6. Web Site Optimization: Use eMail & direct mail together

6. Web Site Optimization: Coordinate web & phone appeals

Plan Take an Integrated Approach Timely & Focused - Act Quickly When Needed Test Something New All The Time “ SHOP” Others Think Targeted One-To-One Marketing People Give to People Have Fun!!!! 6. Web Site Optimization: Keys to Success

"Do one thing every day that scares you." – Eleanor Roosevelt "We have a strategic plan. It's called doing things." – Herb Kelleher 6. Web Site Optimization

6. Web Site Optimization: Oprah & Martha would be proud

7. Research/Analytics Knowledge is Key to Success Data MUST be Accurate to be Useful Saving Time Allows the Data to be Used! Database Integration and Updating Makes the Process much Easier

8. API (Interface to the World) Imagine a Phone without any Outside Connections Allows Integration to the Fullest Reduces or Eliminates Errors in Data Handling Your Technology ROI Increases Dramatically!

8. Application Program Interface (API): Connect to the World

Epilogue 10 Technology Resolutions for 2008 Sarah Robbins Director of Emerging Technologies Mediasauce

7. Really Use Your Cell Phone (Send a text or a video)

9. Share PowerPoint Slides (Save a tree or two!)

Thank you! Judy Nash Account Executive @etapestry.com

8 Breakthrough Strategies Seminar

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8 Breakthrough Strategies Seminar