Embracing Technology
- 2. Embracing Technology as a Nonprofit:5 Easy StepsMark R. Scott III, MIS-MPAAccount Executive, eTapestry Division of BlackbaudOctober 22, 2009
- 3. What is our history?Founded by former execs of MSC
- 4. First “Software as a Service” solution for nonprofits in 1999
- 5. 6,000+ Nonprofit clients worldwide
- 6. Became part of Blackbaud-August 2007AgendaOptimizing your WebsiteAttracting Donors/Support through Social MediaCollecting Information on the WebMaking your Database Work for YouCommunicating with New/Existing Donors
- 7. How is the Economy Affecting Giving?Image Source: http://www.emu.edu.tr/mbalcilar/econconference/index_files/global-economy_0.jpg
- 8. How is the Economy Affecting Giving?52.3% of donors are still planning to give the same amount or more in donations for 2009—only 17% are planning to give LESSDonors plan to give less through direct mail, telemarketing, door-to-door canvassing and MORE through online giving and in kind gifts instead of cash*Overall Online Gifts have increased 26% in 2008 THE MORE PEOPLE DO WITH YOUR ORGANIZATION, THE LARGER THEIR GIVING AND ENGAGEMENT!Source: Philanthropy In A Turbulent Economy: Penelope BurkMarch 2009* Source: NTEN Benchmark Study 2009
- 9. The Rules Still Apply(It’s all about relationships…not technology)
- 10. Web Site Optimization75% of donors will check your website before making a gift whether it is Online/Offline
- 11. If Relationships are Built on Communications . . . Set yourself up for success!
- 12. A Few Key Changes can Make a Huge Difference
- 13. Your website = tool for engagementWeb Site Optimization:Before, After, and After!
- 14. Keys to Building a Successful Web Site1.Learn from your content(Start with Google Analytics to see how many unique visitors you have, how they found you,what they viewed, where they stayed the longest, and what content produced actions.) 2. Make your content easy to consume(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.) 3. Make your content ever changing (Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.) 4. Make your site easy to find(Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)
- 17. Top Ten Traffic Sources
- 20. Google Grant/Sponsored Links—How to increase your web presence/visibility
- 21. They’re at your website, now what do they do?Can they engage?Can they add content? (Web 2.0)Can they give or volunteer?Your goal – to get something from them!
- 22. Keep it simple & Make Integration a FocusWebsiteConstituentUse EmailGather InformationDatabaseDatabase
- 23. Do you have an Online/Social Media Strategy?Social NetworksE-mail CampaignsGoogle AdwordsMedia & PRBanner Ads on Homepage, Blog and eNewsletterIntegration with Direct Mail
- 24. What is Social Media?Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers.Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Source: Wikipedia, 2009.
- 29. Food for Thought…. Top 5 Most Visited Websites in the United States:Facebook is #3 YouTube is #4MySpace is #5(Twitter is #14)Source:http://www.alexa.com/topsites/countries/US
- 30. YouTube!Allows you to attract more traffic to your website
- 31. Videos can easily be posted on website or as a link within an eBlast or eNewsletter
- 32. FREE service to increase your visibility
- 33. Growing in popularity and becoming more accepted in the NP world as a method for reaching constituentsApril 2009 Datacom Score Video Metrix ServiceVideo now bigger than Search: 12 Billion Videos per month vs. 10.5 Billion searches conducted 78.6% of total U.S. Internet audience viewed online video. Average video viewer watched 385 minutes of video, or 6.4 hours 107.1 million viewers watched 6.8 billion videos on YouTube.com (63.5 videos per viewer) The duration of the average online video was 3.5 minutesSource: BrightRoll
- 34. Video is a Magnet forYour Web Site!“Most viral videoof all time!” Could her storybe told in any other manneras strongly?
- 37. Real Life Example….Dec 11:Subject line: Urgent Appeal: Your gift to CRS is vitally important!Straight Appeal Static donation formRaised $112kSource: Laura Durington: CRS Social Media Presentation-AFP Maryland
- 38. Dec 29:Subject line: Only 48 hours left to make a tax-deductible gift!Added “hotspot” textAdded video message from our president (that plays right on the donation form)Added a strong pull-quoteRaised $112kSource: Laura Durington: CRS Social Media Presentation-AFP Maryland
- 39. Dec 31:Subject line: Final Deadline: Last chance to make a tax-deductible giftNew “hotspot” textKept video message from our presidentNew pull quoteRaised $119kSource: Laura Durington: CRS Social Media Presentation-AFP Maryland
- 40. The Results…Was CRS’s most successful online fundraising campaign to date (non-emergency).Three e-mail messages in this campaign (based on a direct mail piece)Posts on social networking sites advertising campaign Coordination with Google AdWordsThis campaign raised $594k online.Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
- 41. YouTube Takeaways…“SHOP” OthersIdentify a few constituents who would like to share their story with others & record a few different testimonials each yearIntegrate with your website and eNewsletter blasts Get Creative!!
- 42. FACEBOOKWhat is Facebook??A FREE, online social networking site that connects people through online communitiesFacebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.Non profits can use Facebook to: ConnectBrandShare your story Fundraise
- 43. FACEBOOK Users
- 44. FACEBOOK PagesPersonal Page= Your Organization’s Official Page on FBTIPS:Invite colleagues, board members, and friends to become fans
- 45. UPDATE often
- 47. Brand your pageFACEBOOK Pages Cont…Facebook CausePage=Online Donation Tool (application) on FBAlso a Peer-to-Peer Fundraising Page since anyone can start/create a causeTIPS:Brand & Link to your Page
- 48. Provide Clear FR Goals
- 49. Give Supporters Updates on your ProgressFACEBOOK Pages Cont…Group/FanPages=Tool for gathering people w/ like interestsTIP:Ask supporters to start groups related to your Charity
- 50. FACEBOOK Takeaways… Real Life ApplicationThe Nature Conservency’s “Lil Green Patch” Case StudyBuilt a cause page on FB to attract users to support the Adopt an Acre program to conserve rainforests in Costa Rica & fight global warming20K new cause members and $33K in support since Feb 2008These results will most likely NOT be the case for your organization…HOWEVER, creating an online, Facebook presence will not hurt Creating a group of fans/people that advocate for your cause WILL increase your giving and supportPOST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOKHave an intern or student volunteer create these pages foryou—they typically have the most knowledge and insight into what will sell to their generation of internet users!
- 51. Flickr, Podcasts, Message Boards, BlogsFlickr—Photo Sharing ApplicationPodcasts—Short recordings about a variety of different topics that can be purchased, downloaded for free, or posted on a web pageMessage Boards—A segment of a website that hosts an open discussion amongst usersBlogs—A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followersPersonal Blogs=Online ‘Diary’Organizational blogs=Information sharing/News Updates
- 58. The Power of Twitter
- 59. Social Networks: Hints for SuccessIt is not FREE, resources are required Being present is not enough, engageBe authentic, otherwise you will be exposed fastEndorsements matter, think forwarded emails!Measure Have something to say, must be regular or it dies fastStephanie Miller, Email Insider, 2009
- 60. Real Life Story via the “New York Times”…
- 61. “Web Site Story Continued”Charity: water * 11 Employees * 500,000 Followers on Twitter * 500 Donors Cover all Admin Costs * Donors can Locate Their Well on Web via Google Earth
- 62. “Web Site Story Continued”Charity: water * Raised $250,000 via Twitterfest * Raised $965,000 via Sept. Birthdays * Tons of Video * Easy to Engage * Giving is Joyous * Infectious with Youth/Boomers!
- 66. charity: waterWas the $250,000 raised via Twitter the key fact?Was the $975,000 raised from Sept. birthdays the key fact?Is the way they have harnessed web/video technology the key?How about how they show impact via Google Earth? Communicating daily w/ 500,000+ followers!
- 67. Collecting information on your websiteEcommerce / Online GivingPersonal FundraisingShopping Cart
- 68. Ecommerce & Online GivingImportant Functions of your Online Donation Page:Integrates directly into donor databaseRequires no additional manual entryCustomizableAre your website and database integrated?
- 69. Ecommerce & Online GivingExampleAfter selecting eTapestry in 2008, One Brick was able to increase its annual giving goal by $10,000. The goal was attained and then passed by $6,000.
- 70. The eTapestry solution has enabled staff to send emails from the CRM solution and increase the organization's reach.
- 71. Ecommerce & Online Giving
- 72. Online Giving with Recurring GiftsProcess recurring gifts directly from your ecommerce webpage. Integrate into reporting and thank you letter processes seamlessly
- 73. Online Giving with Recurring GiftsRecurring Gifts Donors become investors
- 74. Steady stream of incoming funds
- 75. Larger amounts in total
- 76. Amounts are more manageable by the donors
- 77. Key ingredient to sustaining long term donors and constituent loyaltyMatching GiftsDoes your organization have a Matching Gift Campaign?Do you know which companies in your area have a Matching Gift policy? How do you track which donors work for a Matching Gift corporation?
- 78. Personal FundraisingGive your volunteers and members the opportunity to JOIN you in fundraising for the mission. Capture the information of everyone who donates for future solicitation. Does not have to be “event” related.
- 79. Personal FundraisingVolunteers send an average of 40 emails. Almost all volunteers meet their fundraising goals. The average online donation through personal fundraising is $57. Source: Kintera
- 80. Personal Fundraising Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors
- 81. Report on Team Success, Individual Success, and overall Fundraiser Success
- 82. Begin harvesting relationships w/constituents that donate/participate for the first time.Shopping Cart Items/Tickets
- 83. Customizable
- 84. Registration Fulfillment
- 85. Shipping/TaxShopping CartCapture demographical and purchase information.
- 86. Personally manage items and inventory directly from the database. Where does the information go? How do you track all of the information you know about a donor? Can you store their interests, historical conversations, and all contact points in one location?Is your institutional memory protected? What are the benefits to combining all this information into one location?
- 88. RelationshipsHow would tracking relationships increase your fundraising success?
- 89. ReportingLYBUNTLast Year but Not This YearSYBUNTSome Year but Not This YearHow does your organization identify Lapsed Donors? Can you run a report to tell you who the Top 10 donors are in your database?
- 90. ReportingHow do this year’s donors compare to last year’s?
- 91. Database = Fundraising ToolOnly works if used daily by allMust be consistent/accuratePowerful Memory SupplementTechnology makes it easy
- 92. On the RoadDoes your organization have multiple offices? Can you access your organizational data from anywhere? How do you track notes from major gift visits or events?What needs does your organization have for accessing your development database?
- 93. CommunicationsPeople are connected 24/7How can we be expected to communicate with so many people?How can we personalize our message?
- 94. Why Has Email Become So Important?People are busy…they want to communicate/interact on their own timeEmail is inexpensive…Email provides virtually instant access to friends and supportersEmail is a great equalizerEmail is measurable
- 95. Today’s SupporterReads email before snail mail
- 97. Busy, satisfies interests on own schedule
- 98. Expects information to be personalized
- 100. Demands information on progress/stewardship
- 101. Wants a way to share experiences with others onlineNo Email List? No Problem… Whether you have some contacts or are starting from scratch, anyone can grow a strong email list
- 102. The three most important factors in effective email list-building are:
- 103. Where and how you acquire the addresses
- 104. How you welcome each new subscriber
- 105. How you manage the relationship after the opt-in
- 106. Source: EmailLabsGrow Your List OnlineDirect staff and other close supporters (board, volunteers, etc.) to include subscription links in email signaturesUse Search Engine Optimization/Marketing to increase traffic and subscriptionsInvestigate alliances or partnerships with similar or complementary organizations to reach common supportersAdvertise your newsletter/services/cause through a 3rd party list
- 107. Grow Your List OfflineAsk for email addresses at every touch pointInstruct staff to capture email addresses over phone when appropriate Include your website address on all printed materialsOffer an incentive to register (contest, raffle) to collect emails
- 108. Now that I have permission…Hook them early, and keep them engaged over timeOptimize the welcome messageSend follow up message within a week (or less)After a few months of active email, survey lists to see if you are meeting expectations
- 109. Why Segmentation is ImportantSegmentation breaks your audience into manageable partsIf the goal is building relationships, it helps to know who you are talking to Segmenting your list will lead to more targeted messagesIf you don’t segment, you are treating every one of your recipients like they are the exact same type of person
- 110. How to be a Good SenderIn your messages, always include:The purpose; why you are sending it to the readerA clear way to unsubscribe. Consider offering alternative ways to receive emails, such as:Receiving newsletters monthly vs. weeklyChange of address (home vs. business email)Sign up via RSSLink to your homepagePrivacy policyPhysical/street address of your organizationDon’t get caught in spamtraps
- 111. How Important is that Header?80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message73% based that decision on the "From" name69% percent based the decision on the subject lineSource: 2007 Email Sender and Provider Coalition (ESPC) study
- 112. Use Landing Pages to Increase ConversionsSo I got them to click…now what?
- 113. Landing pages are a natural extension of email, regardless of message
- 114. The goal of most landing pages is to persuade a visitor to complete a transaction
- 115. Landing page effectiveness is measured by conversion rate
- 116. You should test landing page elements like you would test email or direct mailExample Landing Page
- 120. Designing for Mobile Devicesemail (html)Mobile readers are more likely to scan your email rather than reading
- 121. Include compelling call to action in the first 15-25 characters of your subject line
- 122. Avoid “top heavy” images in the design
- 123. Use “alt-tags” on images
- 124. In addition to testing email browsers, test messages in handheld devicesA Few Email Design & Usage TipsKeep truly important items above the foldAsk subscribers to add your from address to their address bookHost images on your web site rather than embedding them Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions)Develop your own writing style that readers will learn to love (people adore stories, so tell many . . . )
- 126. What Now? 1. Take a look in the mirror How do you stack up?Website
- 127. Database
- 129. Social Media PresenceWhat Now? 2. Plan Make it a prioritySet Aside Time for Review
- 130. Add to Board Agenda
- 131. Seek Professional Assistance (Most companies will help you do this at NO COST!)
- 132. What Now? 3. Continuous Evaluation Must be MeasurableWebsite Hits
- 133. Fundraising
- 134. Donor Retention
- 135. Communications
- 136. Cost vs. Results
- 137. Social Media “Friends”What Now? 4. Have Fun!!!Try New Things
- 138. Get Creative
- 139. Share your passion for your mission!What Now? 1. How do we stack up? 2. Written Plan 3. Continuous Evaluation of Tools/Technology 4. Have FUN
- 140. ResourcesGetting Started with FacebookBeth Kanter Blog – How Nonprofits Can Use Social MediaJay Love Blog – CEO eTapestry --- Jay Love Twitter PageBlackbaud – Raising Money During Challenging TimesGetting Started with Google AnalyticsLotusJump – Website Marketing Made EasyeTapestry Home PageContact eTapestry for Guidance
- 141. Questions?
- 142. Thanks!Mark R. Scott III, MIS-MPAMark.Scott@etapestry.com317.336.3857
Editor's Notes
- #6: The economy is a always a hot button and it has been for a year or more now. It seems to be an underlying theme in most presentations these days, kind of like the soundtrack to the movie Jaws. And it is forcing organizations to change their ways of thinking and operating because many of us have learned that the same old way of doing business is no longer going to cut it. In our experience, the news media is focused on a lot of gloom and doom, but we are already starting to see that organizations that are forging ahead and continuing to invest in their mission are beginning to emergeRules of engagement: Open the floor for opinions on how the economy has affected overall giving…
- #7: Studies show that people are still giving – although they might be changing the WAY they give, which you need to be aware of and understand how to interact and follow-up We’ve also seen a significant increase in Online Donations. Not sure how much of that is connected to the economy but people are more inclined than ever to find out about you and support your mission online.To audience: So may I ask you this, have you stopped giving? Have you changed the way you give?
- #11: If you build it, will they come?Having a website is first priorityKey steps to building/maintaining a successful website
- #12: To audience: Has anyone heard of Google Analytics?eTapestry web services inserts this into every page we build & suggests that our customers use this information.Google has training, seminars and even a test that you can have your staff take to learn and qualify themselves as website experts. I believe the only cost is a $50 fee to take the certification test.
- #15: The point is, you don’t have to be an expert to get started. How many of you have a volunteer that helps you with your website? How many of you have trouble getting emergencies or vital corrections handled by that volunteer?Any reason to not try and learn this yourself?
- #16: points you to a wide variety of activities that you can do yourself to increase the number of places your business will be found online;organizes those activities with a convenient online to-do list so you can structure your work;provides automated reports to measure your progress.
- #18: So what would happen if someone typed in your organization’s name?They’ve arrived at your website, now… what can they do?
- #19: You want to create a cycle of visitation and action so that each step of the cycle, prompts another return to the next step.
- #20: Now lets talk about some other methods of increasing awareness and reach on the web.Technology has really revolutionized the way people are finding you or information about you on the internet.To audience: Does anyone have a strategy when it comes to online/social media?
- #21: Social Media by definitionMore than anything, it’s the use of technology for the real-time sharing of information among millions of people!!Connecting People and RECONNECTING peopleGrowth of Twitter – we’ve talked about it for years!
- #22: This table outlines the concept and transition well.Where have we come in 10 years?It used to be a one-way electronic “brochure” of information. Now, it’s engaging people, influencing action, and most importantly, allowing them to have a voice in your message.
- #23: The University of Massachusetts has the Dartmouth Center for Marketing Research and they recently completed the first statistically significant, longitudinal study on the way the 200 largest charities in the United States utilize social media. So in 2007, comparing it to 2008, what do you think they found? 89% of them are using some form of social media to communicate their message, to tell their story, to tell the story of the people/animals/land, etc. that they are helping.
- #25: So if you find yourself among the 11% that are not doing anything, you have to ask yourself if I’m picking on you. All I will say is, “No one is making you do anything you don’t want. I’m just saying we’re all headed for Dodge City and we think you should come along.”
- #26: Perception of Social Media has changed – everyone is using it!You cannot ignore the potential outreach(Google is #1)(Yahoo #2)
- #27: Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community.Has anyone looked up eTapestry on YouTube? Now I know why everyone still attended my session today!
- #28: Viral EffectVideo can elicit emotion Why do you think it is that all the fundraising consultants beg you to “Tell your story?” Because the power of testimonials influences people to take action. You put that in a video with a compelling story behind the message. What do you think will happen?
- #29: PhenomenonTo audience: Anyone here not heard of Susan Boyle?
- #30: Her video now has over 31 million views and more than 83,000 people have rated this video and she still has a five star rating.
- #31: To Audience: Have you heard of Broadcast your cause? Specifically built for Nonprofits
- #32: Catholic Relief Services
- #33: A week later, they changed the Subject Line (gave sense of urgency)Added hotspot text (taking end-userto their online giving page)Added emotional video appeal (Only a link to the video – on Youtube)Raised $112K
- #34: Continuously changing content of the letterMulti-channel communications (Facebook – “keep an eye out for our e-mail”)
- #39: Difference between Personal Page & Organizational/Cause Page
- #42: Habitat for Humanity had on this day, almost 7,400 fans on their Facebook page. One e-mail that goes out for free has 7,400 touches within minutes you can mobilize a powerful volunteer/donation force that take action when you send out a call for help.
- #45: The Houston Ballet simply posted pictures of their props on Flickr and shared the link through an invitation for certain segments of their donors to take “behind the scenes tours”
- #49: Another popular blog is one written by Beth Kantor.
- #50: Lydia Dishman, wife of eTapestry customer Scott Dishman at The Wings of Hope Foundation up in Greenville, SC wrote an article that appeared in Fast Company and referenced Beth Kanter’s Blog.And of course, eTapestry luckily not only tweets, but we also follow ourselves on Twitter. Are any of you familiar with this scenario?
- #51: The story of Mandy Singleton. How many of us like hearing someone close to us say, “eTapestry, you have ruined my day and I will not forget this!!!” Now if my girlfriend says this, I know not to go over to her house without something shiny in a princess cut or lots of roses with long stems on them.But look at the next post, “Yesterday I was wrong.” What do you think happened within 24 hours to elicit this kind of a response?Our VP of Sales does a daily search to find out if anyone is talking about eTapestry on Twitter. He came across Mandy’s tweet and after some research, we were able to uncover her contact information and connect with her the next morning. Once we were able to understand the problem, not only could we prove that we were not the ones to blame but we were also able to solve the problem for her, even though it wasn’t our problem to solve. Not only did she admit she was wrong, but she also made some new friends at eTapestry and by 11:27 that night, she had this to write in her BlogSLIDE Now I Twitterstand, thanks eTapestry, I’m a believer now!!! Which prompted another SLIDE famous blog writer to write a reference to Mandy’s blog. Which in turn pointed people back to Mandy’s Blog and she experienced three times as many hits on her Blog than she’d ever experienced before. So what’s the takeaway? PAUSE People are going to say something bad about you anyway. Wouldn’t you rather know when it happens, instead of finding out when your donor is walking away because of a false perception of the problem?
- #53: Scott Harrison was a nightclub director – over indulging in the lifestyle and one day decided to found an organization “Charity: Water” which allows donors to sponsor wells in 3rd world countries
- #54: Started the org on a Social Network platformUsed the same tools they were using as a nightclub
- #55: Give donors the ability to see tangible results (Google Earth)
- #56: Masters of communicating with supporters
- #58: Interactive Tweeting on website – the reach was amazing/innovative
- #59: They can communicate with more than half a million people who have signed up to sit on the edge of their seat and await the next new thing from Charity Water to pop up on their screen.
- #60: Three ways eTapestry can collect information from your website and drop it into your database are the three online transaction modules: eCommerce, Personal Fundraising and a Shopping Cart.
- #61: Use customer as testimonial (if they are using eCom)
- #63: South Carolina Children’s Theatre does an excellent job of allowing people to have interaction with their website and begs visitors to take action. Enroll in classes, Join Facebook, donate through a Give Now link or subscribe to their e-mail distribution list, buy tickets, see upcoming events on a calendar and even an announcement for seeing the big bellied one, Santa at the Peace Center Gunter Theatre.
- #64: Information flows into the database seamlessly & in real-timeFuture gifts, contacts, and reminders can start to be tracked immediately.Can function as a virtual terminal onsite during events (School on Wheels story)
- #66: Story Idea: Riley or Make-a-wish radio-a-thons
- #68: Coming back to the viral concept
- #71: To audience: Does anyone sell items/tickets on your website?
- #72: How would you continue the relationship with this constituent?
- #73: Jay’s major giving at Butler story.
- #74: What information do you want to know “at a glance” about one of your constituents?
- #75: Does your organization track relationships in your “database” now?
- #79: segue: H
- #80: Besides social media platforms, communications in general have seen a HUGE transition.Donors still expect to be communicated with. The obvious answer for most seems to be E-mail.
- #82: To add a little more insight into today’s typical supporter… We’ve seen a lot of changes in habits
- #83: A lot of groups we talk to are still in the infant stages of collecting e-mail addresses and taking advantage of this method of correspondence.
- #87: This is why your E-mail list MUST be connected to a database. Otherwise, the segmentation opportunity is not there
- #92: With eTapestry, our philosophy is to make EVERYTHING work together in regards to building and sending these e-mails.
- #93: We’re sending them as an HTML-formatted e-mail
- #94: In the database, you get reports with complete click-through statistics
- #95: To audience: Has anyone here ever tested a mass e-mail on your PDA’s or handheld devices?
- #102: Something tangible – a plan of attack you can take home and use