1. The Internet Unveiled:
Newest Tools and Website Trends
for Relationship Building!
Adam Johns
Account Executive
eTapestry
adam.johns@etapestry.com
2. E-Philanthropy:
Building Your Online Community
Agenda
2. WHY?- The case for building or improving
your online presence
3. WHY NOT? - The missing piece of the plan
4. HOW? - Keeping it Simple
5. EMAIL,EMAIL,EMAIL
6. WHAT’S NEXT? – Self Service
7. Is it Working?
3. Quick Survey
Do you have a Web Site?
Do you accept online gifts?
Do you send email to donors?
4. On-Line Relationship Building
WHY?
• It works!
• It’s an expansion of your current efforts
• It’s inevitable
• It doesn’t have to be hard
• You can do it!
5. What is On-Line Relationship
Building?
Email
Online Giving/Registration
Website Development
Online Volunteer Management
Online Grant Seeking
Online Planned Giving
Database Management
Online Prospect Research
Web Conferencing
Online Learning
Etc.
6. The Speed of the Internet
No other twentieth century technology, not even
the telephone, has enjoyed such rapid growth, not
even the computer itself.
To reach 50 million users?
Radio ……………………… 38 years
Television ………………… 13 years
Internet …………………..... 4 years
-According to WLP
13. Q3 – What are the top 3 uses of
the Internet?
A3 – 1. Email
2. Search engine use
3. Product or service research
(4. maps & 5. weather)
14. How people use the Internet
Send email 91%
Use online search engine 89%
Search for a map or driving directions 86%
Research a product or service 81%
Check the weather 80%
Buy a product 71%
Bank online 55%
Watch a YouTube video 52%
Look for religious/spiritual info 35%
Make a donation to charity 20%
Use an online dating website 5%
Source: Pew Internet
Research
15. Q4 – Online e-commerce
accounted for how many $’s
worth of activity in 2004?
16. Q4 – Online e-commerce
accounted for how many $’s
worth of activity in 2008?
A4 – estimated to be
almost $204 Billion
17. Q5 – What age group best
matches your average
supporter and what % of them
access the Internet?
A5
Ages:
18-29
30-49
50-64
65+
18. Q5 – What age group best
matches your average
supporter and what % of them
access the Internet?
A5
Ages:
18-29 78%
30-49 74%
50-64 60%
65+ 25%
19. Americans Over 50
• The fastest growing online segment
• They make up 29% of adults online (48M) & 29%
of all e-commerce transactions1
• 69% of online seniors make purchases online2
• Baby Boomers will inherit $40-$100 trillion in the
next decades3
• 13 Million adults over 65 used the internet in
20071
1
About: Senior Living - 2007
2“
The Golden Age of the Web”, www.emarketer.com
3
“DotCom Donors & Babyboomers", by Helen A. Colson (Independent School Magazine)
20. Bilingual Importance
• 21.3 million Hispanics used the internet
in 2008 and project to 30 million in 2013
• This equals just over 50% of the US
Hispanic population
• Is your donation page bilingual?
Source: emarketer.com
21. Q6 – What % of your
communication is now done via
email?
A6
0-25%
25-50%
50-75%
>75%
22. Q6 – What % of your
communication is now done via
email?
A6
0-25% 21%
25-50% 28%
50-75% 33%
>75% 18%
23. Q7 – How important is your
website to your fundraising
process?
A7
Very
Somewhat
Not important
Not sure
No website
24. Q7 – How important is your
website to your fundraising
process?
A7
Very 25%
Somewhat 41%
Not important 13%
Not sure 18%
No website 3%
25. Q8 – Do you plan to redesign
your website within the next
year?
A8
Yes
No
26. Q8 – Do you plan to redesign
your website within the next
year?
A8
Yes 60%
No 40%
27. Q9 – Have you ever made an
online purchase?
A9
Yes
No
28. Q9 – Have you ever made an
online purchase?
A9
Yes 95%
No 5%
29. Q10 – Do you offer online giving
from your current website?
A10
Yes
No
30. Q10 – Do you offer online giving
from your current NP website?
A10
Yes 39%
No 61%
31. So what does all this mean?...
New Breed of Prospect/Donor/Vounteer
32. Changing Demographic:
New Breed of Prospect/Donor/Volunteer
Reads email before snail mail
Busy, satisfy interests on their schedule
Expect to find information online
Expects information to be personalized
Expects immediate feedback
Demands information/stewardship
33. So…?
…why hasn’t Internet results for
development offices lived up to the
hype?
…why don’t more nonprofits have a
successful online community?
34. Building Your Online Community
Fundraising is still based upon Relationships
The Internet expands our opportunity for
Communications
Communications build strong Relationships
We can use the Internet to expand our
fundraising by building stronger relationships
52. You’ve built a website…
…how will they find you?
Search engines
(85% use them)
Tell them!
•Letterhead
•Pledge cards
•Newsletters
•Business cards
•Materials
•Email signatures
53. They’re at your website, now what
do they do?
1. Can they get something?
2. Can they do something?
3. Can they give something?
Your goal – to get something from them.
54. Can they get something?
83% of Internet users expect to find product
information on the Internet – Pew Internet Project
Information
Documents
Devotionals
Calendars
Sports Schedules
Newsletters
Help
94. Now that you’ve collected the data
– what do you do with it?
Put it in a database!
•Record donor/alumni details
•Record donor/alumni preferences
•Segmentation capabilities
•Individual email
•Mass email
•Snail mail
100. Why is email effective?
1) It’s the preferred method of communication
for busy people.
•Number 1 use of the Internet
•Over 91% of Internet users under 65 use
email
•Over 50% of users say over half their
business communication is done via email
101. Why is email effective?
2) It’s more cost effective than traditional mail
communications.
“Email marketing cost is ten percent of traditional direct
mail campaigns. Email campaigns cost an average of
$5-$7 per thousand records compared to $500-$700 to
reach the same number of people thru traditional mail”
Source: Gartner Group
102. Why is email effective?
2) It’s more cost effective than traditional mail
communications.
“Targeted, permission based email marketing campaigns
can garner seven to twelve times the response rate of
comparable direct mail efforts.”
Source: AMR Research
103. Why is email effective?
3) It quickly facilitates new avenues of giving.
Especially important when outside events impact
your fundraising strategy (ie. Hurricane, tsunami,
etc.). The time for a direct mail campaign can be
prohibitive.
104. Why is email effective?
4) “Do it yourself” tools provide flexibility.
105. Why is email effective?
5) Quickly analyze results.
106. Why is email effective?
5) Quickly analyze results.
107. Why is email effective?
6) Connects people to your online presence.
•Website
•Event registration
•Online giving
108. Why is email effective?
6) Connects people to your online presence.
•Website
•Event registration
•Online giving
“More than one in three donors to an online fundraising
website say they would not have given at all without an
online option.”
Source: Justgiving, 2005
111. Email challenges
1) Not everyone uses email.
2) Some people still prefer a “hard copy”.
3) 30% of email addresses change each year
112. Email challenges
1) Not everyone uses email.
2) Some people still prefer a “hard copy”.
3) 30% of email addresses change each year
4) SPAM
(According to the DMA, 53% of consumer email is SPAM)
113. How do we get started…?
Options range from the simple to complex.
Take a step by step approach.
It’s good for you and your donors!
114. Survey your prospects and donors – and get
their emails!
(44% of nonprofits have email addresses for less than 20% of their
supporters/members – source Gilbert Group
Ask if they have a preference – printed or electronic
Make your case for money savings
Allows you to gain “opt-in” permission
Invite them to try it with an e-newsletter
118. Use for Special Event Invitations
1. Email Invitation with links to more
information on your website
2. Provide event details on website with
a link to register
3. Collect registration information,
including payments online
4. Capture data in your database for
easy event management
135. Is it working?
“Email marketing brings in $15.50 per dollar
spent – 17% more than direct mail
campaigns and 73% more than
telemarketing campaigns.”
Source: Winterberry Group
136. Is it working?
“Online donations average $124 versus
an average offline donation of $92.”
Source: IATS 2005
137. Is it working?
Baptist Children’s Home saved over
$10,000 in postage and materials in one
year by switching from printed “thank
you letters” to email thank you letters.
138. Is it working?
Americans have given more than $1.2-billion
to help the victims of Hurricane Katrina.
Source: Chronicle of Philanthropy, Sept 2005
139. The Next Step – Donor Self
Service
Gas Stations
Banks
Your Website?
146. Changing Demographic:
Are Donors Giving On line?
eTapestry customers for 2008:
Total transactions: 288,946
Total Giving: $54,032,961
Average Gift: $187
Information provided by
147. E-Philanthropy – Is it working?
International Crisis Group
- over 16,000 emails and reports sent in Jan
Baptist Childrens Home
- over $10,000 in savings by using email
Thank You Letters
Online giving stats - eTapestry
- 2003, over 12,000 transactions, over
$1.5 million, average gift size of $123.55
