Day 2 of the How To Create Meaningful Constituent Relationships Webinar featured 2Dialog who expanded on Heller's strategy portion and followed up with tools your nonprofit could use to assist with constituent relationships.

1. Presents
Using Integrated Technology to
Propel your Mission to the Next Level
12/4/13

2. The Connected Cause is a place for experts in the nonprofit
online space to share perspective, offer guidance and
promote best practices for using today’s technology
effectively. Our goal is to provide a comprehensive source of
collaborative thought leadership for the nonprofit industry.
TheConnectedCause.com
@TheConnectCause
TheConnectedCause

3. Today’s Experts
Jenn Smith
Vice President, Digital
Agency
Chris Goodman
SVP, Strategic Planning and
Marketing
For 17 years Heller Consulting
has focused exclusively on building
technical and strategic solutions for
nonprofits to connect their systems,
team, and community.
With 40 years nonprofit technology
experience, the 2DIALOG solution
holistically supports the multichannel
needs of nonprofit organizations to help
improve the fundraising experience.
TeamHeller.com
2Dialog.com

4. Exclusively Serving Nonprofits
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
DONOR ENGAGEMENT
• Email, microsite, landing/
donation page technology
• Accept, track transactions
• Widget-based, no html code
DONOR MANAGEMENT
• CRM Power to Segment, Test and Track
Online Performance
• Capture and act on donor behaviors
• Organize interactive communication,
fundraising and marketing efforts
ANALYTICS
• Dashboard of actionable data on
trends, habits and actions of
your donors and supporters
• Inform strategic action

5. Pulse Check
• Yesterday: Is your strategy
relationship-centered?
•
•
Strategy should be planned across
departments and channels; constituent
Online
Engagement
relationships should be reinforced at each
touch point
Process: plan, test, evaluate,
Donor
revise, repeat
Mission
• Today: Is your technology
relationship-centered?
•
•
Understanding donors -> relationship centric
strategy
Importance of CRM to accelerate this strategy

6. Context
PAST
Technological
Shifts
(commercial,
banking, life)
Cultural Shifts
(trust,
authenticity)
20
YEARS
FUTURE
Economic
(globalization)
Lifestage
Values Shifts
(lonely, purpose,
significance)

7. Pace of Innovation
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
7

8. Evolving Donor Engagement

9. Data Silos
9

10. One CRM: Complete View
10

11. The Value
Improve
Results
Faster
Deployments
Better
Insights
Reduce
Costs

12. Using Technology to Your Advantage
Optimizing the Constituent Response Cycle
1. Engage
–
Rise above the noise
–
Multichannel engagement
2. Convert
–
Donation
–
Name acquisition
–
Advocacy
3. Cultivate
–
Analyze
–
Optimize

13. 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

14. Step 2: Convert
Top Reasons Donors GIVE
1. Convenience
2. They were asked
Top Reasons Donors DO NOT GIVE
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

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

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

17. Examples
Dynamic Content
Automated Testing
Mobile Optimization

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

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

20. Smartphone Owners Use it for eMail

21. Gmail Opens
66%
34%

22. 3. Mobile Optimized
eMail
Action Page
Form
GIVE NOW
SUBMIT
12
34
56
78
9
10
11
12
15+% Lift

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

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

25. Case Study – “NOCC”
THE SOLUTION
NOCC create dynamic and
impactful online donation
pages that overcame their pain
points:
- Easy-to-use and completely
customizable
- Customized NOCC online donation
forms were more convenient than
previous forms
- They could accept and track online
donations, determine where the gift
came from and personalize future
outreach based on the actionable
data they were collecting—all in one
place

26. 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

27. Conclusions
1. Invest wisely. Don’t buy technology for technology’s sake… it
must advance your strategy and help you meet your goals
2. Is your strategy designed to help you meet your goals?
3. Is your technology designed to help you meet your goals?

28. Questions
Further Reading
• The Connected Cause has several whitepapers available
that cover the topics of CRM and Software Solutions written
by Heller Consulting and Idealware.org
Heller Consulting
Heller Consulting
Heller Consulting
Idealware.org
Integrated Suites
For Nonprofits
The New World of
Donor Management
Apps for Nonprofits
Insights into CRM
for Nonprofits
A Consumers Guide
to Donor
Management Systems

29. Questions
Further Reading
The Fundraising
Effectiveness Project
“Fundraising
Effectiveness
Survey”
KerstenDirect
“The Future of
Mobile is Already
Here”
KerstenDirect
“Conversion Rate
Optimization”

30. Thank you
Jenn Smith
Vice President,
Digital Agency
Bryan Giese
Host & Heller’s Director
of Marketing
Chris Goodman
SVP, Strategic Planning
and Marketing
312-856-1844 x339
jsmith@teamheller.com
510-841-4222 x331
bgiese@teamheller.com
972-664-2394
cgoodman@2dialog.com

31. TheConnectedCause.com
@TheConnectCause
@TeamHeller
TeamHeller.com
TheConnectedCause
@2Dialog
2Dialog.com