The document discusses how nonprofits can drive fundraising success through aligning strategy, technology, and data. It recommends having a relationship-oriented fundraising strategy that engages donors through multiple channels, converts them via optimized websites and microsites, and cultivates relationships through data analysis and personalized outreach. The document provides examples of how integrated technology like CRMs and marketing platforms can support this multi-step engagement process and improve fundraising results by breaking down data silos and enabling better segmentation, testing, and insights.

1. Drive Your Fundraising Success
with Strategy, Smart Technology
and Better Data
Present
and

2. Welcome
Thank you for joining us today!

3. [Start poll via GTW (no slide)]
– Is fundraising getting any easier for you?
• Yes, a little
• Yes, definitely
• No, not really
• No, fundraising is getting more difficult for our organization
– Is your technology frustrating you? (you can select more than one answer)
• I don’t know enough about technology to let it frustrate me
• In some ways, yes
• Technology has been very instrumental in our fundraising efforts
• Our technology makes me crazy
– Are you drowning in data?
• No
• We don’t collect enough data to drown in
• It can be overwhelming at times
• Drowning is an understatement
– Do you face a jungle of social and media channels? [or omit? too many polls?]
• We don’t have resources to invest in these things
• This is an area of weakness for us
• We’re just getting our feet wet in social and media outlets
• We excel at social networking and leveraging media channels

4. Our Agenda
Part Two: Deep Dive into Practical Examples
1. Breaking down data silos without breaking up databases
2. Segmenting and micro-segmenting for better results
3. The hidden costs of bad data
Part One: Aligning Strategy, Technology & Data
1. Fundraising success architecture
2. It’s a multi-media world, does your technology support that?
3. Manage your messaging for relationship cultivation

5. Our Experts (shortened your title to fit on one line??)
Gary Carr
President & CEO
TSL is a data services company helping
nonprofits to re-think their data
management practices and solve data
problems.
ThirdSectorLabs.com
gcarr@thirdsectorlabs.com
www.linkedin.com/in/gpfcarr
With 40 years nonprofit technology
experience, 2DIALOG holistically supports
the multichannel needs of nonprofits t
improve the fundraising experience.
2Dialog.com
cgoodman@2dialog.com
www.linkedin.com/in/chris-goodman
Chris Goodman
SVP, Strategy & Marketing

6. DONOR ENGAGEMENT
• Email, microsite, landing/
donation page technology
• Accept, track transactions
• Widget-based, no html code
DONOR MANAGEMENT
• CRM to Segment, Test and
Track Online Performance
• Capture, act on donor
behaviors
• Organize interactive
communication, fundraising
and marketing efforts
ANALYTICS
• Dashboard of actionable
data on trends, habits and
actions of donors and
supporters
• Inform strategic direction
Exclusively Serving Nonprofits
Built by Direct Response, for Direct Response
200+ Clients | 43 Global Partners
15+ Integrations with World Class Technology Solutions, including Salesforce.com
Offices in Dallas, Denver, New York, South Africa
www.2dialog.com

7. LEVEL 1:
ASSESSMENTS AND
CLEANING
LEVEL 2:
DATA MANAGEMENT,
ENRICHMENT, MIGRATION
LEVEL 3:
WAREHOUSING, MINING,
VISUALIZATION
Also Exclusively Serving Nonprofits
---- Data Services ----
Founded in 2013 by professionals with 20+ years of technology and data experience
with Fortune 500 companies, the federal government, and nonprofits
Offices in Washington, DC and Seattle, WA metro areas
www.thirdsectorlabs.com

8. [Review Poll Results via GTW (no slide)]

9. Our Goal
• To provide actionable advice that will help
you improve your fundraising results and…
• Use practical examples to illustrate how to
align strategy, technology and data

10. How To Drive Your Fundraising Success
10
FUEL = DATA
CAR = TECHNOLOGY/
SYSTEMS
MAP = STRATEGY/
SUCCESS

11. Fundraising strategy – what’s it look like?
1. Relationship-oriented
2. Flexible
3. Cross-discipline
4. Actionable
We can’t forget that this all
about our supporters and the
relationships we have with
them!

12. Actionable means what?
Good strategies:
1) Engage with Email, TV, Direct
Mail, Social Networks, etc
2) Convert using microsites,
websites
3) Cultivate using data analysis
and personalized outreach

13. But what is the market telling us to do?
• Based on a survey of
leading blogs, posts,
and consultant papers
• Google, Bing, Yahoo
• 172 recommendations
• 90%+ within the past 2
years
Most common fundraising mistakes
and how to fix them

14. We want you moving in this direction

15. Let’s pause here
• We are not here to tell you what your fundraising
strategy should be – that is up to you
• What’s important is to recognize the architecture or
framework of a good strategy
• Engage, convert, cultivate
• So within this strategy framework, we can talk about
alignment with technology and data

16. Enter the Picture: Technology
Technology is critical to execution of your strategy
• CRMs and donor databases
• Email distribution clients
• Multichannel marketing platforms
• Social media
• Data, analysis … learning

17. Where did this tech jungle come from?
And there’s more …
Lots more …

18. So much technology, too much data
18
DIRECT MAIL – 1950s
1681 – William Penn introduces direct mail to America; nonprofits adopt in 1950s
TELEMARKETING – 1960s
1963 – DialAmerica (then Life Circulation Co.) begins telemarketing for nonprofits
INTERNET & EMAIL – 1990s
1994 – WWW commercialization begins: 10,000 websites
1996 – Microsoft enters the Internet age, battle with Netscape begins,
1997 – Microsoft Office 97 introduces Outlook97, joining Internet Explorer
SOCIAL NETWORKING & MOBILE – 2000s
2005 – YouTube launches
2006 – Facebook opens to anyone over 13
2006 – Twitter launches
2007 – Apple iPhone revolutionizes mobile communication
2011 – Pinterest opens to general public
2011 – Instagram opens to general public

19. Evolving Donor Engagement

20. What to do?
1. Recognize the problem
– It’s a multi-media world
– We can’t change that
2. So take control of our piece of the world
3. Then act upon it
– Defragment
– Organize
– Integrate
– Iterate

21. Use Technology to Your Advantage
- Most NPOs use about 15% of the technology capabilities
they have access to… if that describes you, you’re not alone
- However, highly successful NPOs use integrated solutions
to support their multichannel campaigns

22. Data Silos
22

23. One CRM: Complete View
23
Case study
example
tomorrow!

24. The Value
Improve
Results
Better
Insights
Faster
Deployments
Reduce
Costs
I’
dow
D
m

25. Use Technology to Your Advantage
Optimizing the Constituent Response Cycle
1. Engage (Email, TV, mail, social)
– Rise above the noise
– Multichannel engagement
2. Convert (microsite, website)
– Donation
– Name acquisition
– Advocacy
3. Cultivate (analysis, personalization)
– Analyze
– Optimize

26. Step 1: Engage
• Multichannel
– Dual donors are most valuable to your organization
• Online presence/communication
– Website is easy-to-navigate, authentically reflects the
personality and character of your mission
– Dynamic, Interactive, Engaging.
– Email still #1 way to stimulate online giving
– As many as 50% of donors receiving offline communications
go online to make a gift
Integrated Technology Focus:
Integrated Data (CRM) – Accuracy
Deployment Accuracy/Efficiency & Deliverability

27. Step 2: Convert
Top Reasons Donors GIVE Online
1. Convenience
2. They were asked
Top Reasons Donors DO NOT GIVE Online
1. Too hard to find
2. Too many steps to make an online donation
Integrated Technology Focus:
Improve Usability/Experience For Constituent
Multichannel and Integrated
Improve Ease-of-Use For Your Team

28. Step 3: Cultivate (and Retain!)
• Relationship-centric plan
• Have a growth strategy
• Put donors into a stream
• Acknowledge them
• Continuous relationship cycle
Integrated Technology Focus:
Deep, Rich Insights (Advanced Analytics)
Segmentation, Affinity, Messaging

29. Relationship-Centered Technology
• CRM
• Email
• Website
• Social
• Mobile
• Payment
Gateways
• Peer-to-peer
• Advocacy
• Events

30. Examples
Dynamic Content
Automated Testing
Mobile Optimization

31. 1. Dynamic Content
$20 $30 $60
$30 $45 $90
$40 $60 $120
15+% Lift

32. 2. Automated Testing
A
B
10%
10%
80%
15+% Lift
Winner Determined By…
• Average Gift?
• Largest Gift?
• Open Rate?
• Response Rate?
• Other?

33. Smartphone Owners Use it for Email

34. Gmail Opens
66%
34%

35. 3. Mobile Optimized
123456789101112
15+% Lift
Email FormAction Page
GIVE NOW
SUBMIT

36. Tips
Align:
Goals
Priorities
Budgets
Understand:
Technology
Fundraising
Donor
Integrate:
Teams
Data
Systems
Grow:
Systematic
Optimization
1 2 3 4

37. A Word About Data
1. Is your data clean and rich
enough to cultivate?
2. Do you know how your donors
want to communicate?
3. Are you segmenting and
micro-segmenting your
messages?
4. Do you capture the right data
and evaluate before returning
to re-cultivate, re-engage?
5. Are you using service data and
data visualization to tell a
better story?
Engage
Convert
Cultivate
Case study
example
tomorrow!

38. Case Study – “NOCC”
The Challenge
• Online presence was lacking
• Constrained by an inflexible
system that made changing and
updating online donation forms
challenging and time-consuming
• The cumbersome process was hindering their online
fundraising efforts and essentially holding them back
during key campaigns, most notably their year-end appeals

39. Case Study – “NOCC”
The Solution
NOCC create dynamic and
impactful online donation pages
that overcame their pain points:
- Easy-to-use, completely
customizable
- Customized NOCC online donation
forms were now more convenient
- They could accept and track online
donations, determine where gifts
came from and personalize future
outreach based on actionable data
being collecting—all in one place

40. Case Study – “NOCC”
The Results
NOCC now has the ability to act on their creative ideas. They
can quickly and easily create customized donation pages “on the
fly” to accommodate campaigns, events, fundraising appeals,
and all multichannel outreach.
End-of-Year Giving
Email File Growth
Ease, Speed
Up 98%
Up 24%
Up 100%

41. Conclusions
1. Invest wisely. Don’t buy technology for technology’s sake… it
must advance your strategy and help meet your goals
2. Is your strategy designed to help meet your goals?
3. Is your technology designed to help meet your goals?
4. Do you have a data management plan in place?
Step 2
Step 1
Step 3
Three-Step Donor
Engagement Process

42. Let’s Get to the Questions
And remember …
• Please join us tomorrow for Part 2 where we will spend
more time breaking down several case studies, examining
their tech and data issues.
• Case studies include:
1. De-fragmenting donor data
2. Segmenting donor data for targeted marketing
3. The why’s and how’s of data cleaning
4. The hidden costs of data hoarding

43. Thank you! (shortened your title to fit on one line??)
Gary Carr
President & CEO
Chris Goodman
SVP, Strategy & Marketing
TSL is a data services company helping
nonprofits to re-think their data
management practices and solve data
problems.
ThirdSectorLabs.com
gcarr@thirdsectorlabs.com
www.linkedin.com/in/gpfcarr
571.242.2313
With 40 years nonprofit technology
experience, 2DIALOG holistically supports
the multichannel needs of nonprofits t
improve the fundraising experience.
2Dialog.com
cgoodman@2dialog.com
www.linkedin.com/in/chris-goodman
972-664-2394