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Major Donors Evolve from Everywhere ! July 2009 Jay B. Love  CEO eTapestry Division of Blackbaud
[object Object],Photo credit:  Sorin Brinzei
[object Object],How To Succeed Online
A Quick Survey ,[object Object],[object Object],[object Object],[object Object],[object Object],Do any of your major donors communicate via the Web?
 
 
The Rules Still Apply (It’s all about relationships… not technology)
Use All Your Tools  Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
A Quick Survey What % of your names have email addresses How many collect them on Web Site?  Where? How often do you communicate via mass email? Do you have a written email strategy?
Copyright 2002 -  Gilbert Research
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: MarketingSherpa, Nonprofit Times, ClickZ, Wired, Blackbaud Key Facts and Figures
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Today’s Supporter
[object Object],[object Object],[object Object],The Market is Noisy
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Grow Your List Online ,[object Object],[object Object],[object Object],[object Object]
Grow Your List Offline ,[object Object],[object Object],[object Object],[object Object]
Now that I have permission… ,[object Object],[object Object],[object Object],[object Object]
Why Segmentation is Important ,[object Object],[object Object],[object Object],[object Object]
How to be a Good Sender ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Important is that Header? ,[object Object],[object Object],[object Object],[object Object]
Use Landing Pages to Increase Conversions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example Landing Page
Designing for Mobile Devices ,[object Object],[object Object],[object Object],[object Object],[object Object],Designing the email (html)
The Final Step is to Test ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],The Metrics that Matter  Source: Email Marketing by the NUM8ERS # Unsubscribes   (Sent – Bounced) # Unique Clicks (Sent – Bounced) # Unique Opens (Sent – Bounced) (# Sent – Bounced) # Sent # Actions Completed   (Sent – Bounced) # Actions Completed   Unique Responders (Clicks)
 
A Few Email Design & Usage Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
10 Tactics for Avoiding Spam Filters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Professional Email is Economical 5,000 emails $99  .02 25,000 emails $400  .016 50,000 emails $650  .013 100,000 emails $1000  .01 250,000 emails $2000  .008 500,000 emails $2500  .005 Plus 3 - 20 times the success in delivery!
 
 
 
 
Use All Your Tools  Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
[object Object],Carrie Johnson, Senior Analyst Forrester Internet Research
You’ve built a website… … will they come?
They’re at your website, now what do they do? ,[object Object],[object Object],[object Object],Your goal – to get something from them!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Keys to Building a Successful Web Site
 
Email Strategy at Work!
 
 
How about a $2,500 Web Site!
Question: Should a Non Profit host it’s own web site?
Keeping it simple Prospect Website Gather Information Use Email Database Database
Tips on Improving On-Line Donations/Sign-ups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personal Fundraising  Team Page This is a Team Page that shows Top and Recent donations towards this teams total Goal and includes a real time status thermometer Sponsor My Team   allows the patron to donate towards this team’s general fundraising goal  Join My Team  allows the patron to create their own Individual fundraising page that will be linked to this page
Personal Fundraising  I ndividual’s Page This  is an Individual’s Page that can be linked to a team or the general event and shows Top and Recent donations and includes a real time status thermometer Sponsor Me  allows the patron to contribute towards this individual’s fundraising goal
Results: Personalized “Event”  Fundraising   ,[object Object],[object Object],[object Object],[object Object]
 
 
 
April 2009 Data comScore Video Metrix Service ,[object Object],[object Object],[object Object],[object Object],[object Object]
Video is a  Magnet for Your  Web Site! “Most viral video of all time!”   Could her story be told in any  other manner as strongly?
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
“ NY Times Web Site Story”
“ Web Site Story Continued” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Web Site Story Continued” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
charity: water ,[object Object],[object Object],[object Object],[object Object],Communicating daily w/ 500,000+ followers!
Use All Your Tools  Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
Be Like Martha or Oprah   ,[object Object]
 
 
 
 
 
 
 
 
Podcasts  
Some Thoughts to Ponder on Social Networks   ,[object Object],[object Object],[object Object]
More Thoughts on Social Networks . . . “ When I was in sixth grade, I was crazy about the girl who sat next to me, but I didn't think she could possibly have the same feelings about me. When Mrs. Green changed everyone's seats, the girl sent me a note through an intermediary, Sherry, who was now sitting next to me. The note said, "Do you like me?" I turned around and saw her sheepishly smiling. After recovering from a brief but intense panic attack, I sent back a note that told her I did. Ah, first love!” “Last week I got another note from her. This time the intermediary was not Sherry, though. It was  Facebook .” “ Facebook  is affecting my life in ways I wouldn't have imagined just a few short months ago. In addition to the innocent hello from my first flame, I have had a dialogue with a cousin I haven't seen in 25 years.” “ When you think about the metrics that matter most to people -- audience reach, composition and engagement -- you realize that there is no site in the world that will be able to compete with  Facebook  in delivering results!”   Kevin Mannion, On-Line Publishing, February , 2009
 
 
 
 
 
 
 
 
2009 Facebook Demographic and Statistics Report ,[object Object]
 
 
 
 
 
 
 
 
 
Social Networks Hints for Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Epilogue ,[object Object],[object Object],[object Object],[object Object]
1. Set up a Gmail Account
2. Post Pics to Flickr
3. Try a Microblog
4. Create a Google Alert
5. Set Up an RSS feed
6. Share a YouTube Video
7. Really Use Your Cell Phone (Send a text or a video)
8. Join a Social Network
9. Share PowerPoint Slides (Save a tree or two!)
Questions?
Thank you! Jay B. Love CEO eTapestry Division Blackbaud [email_address]
[object Object],[object Object],[object Object]
Five Things You Can Do Tomorrow  ,[object Object],[object Object],[object Object],Right Now 1
Five Things You Can Do Tomorrow  ,[object Object],[object Object],[object Object],Right Now 2
Five Things You Can Do Tomorrow  ,[object Object],[object Object],[object Object],[object Object],[object Object],Right Now 3
Five Things You Can Do Tomorrow  ,[object Object],[object Object],Right Now 4
Five Things You Can Do Tomorrow  ,[object Object],[object Object],[object Object],Right Now 5

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NP Center Sacramento 2009

  • 1. Major Donors Evolve from Everywhere ! July 2009 Jay B. Love CEO eTapestry Division of Blackbaud
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  • 7. The Rules Still Apply (It’s all about relationships… not technology)
  • 8. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
  • 9. A Quick Survey What % of your names have email addresses How many collect them on Web Site? Where? How often do you communicate via mass email? Do you have a written email strategy?
  • 10. Copyright 2002 - Gilbert Research
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  • 30. Professional Email is Economical 5,000 emails $99 .02 25,000 emails $400 .016 50,000 emails $650 .013 100,000 emails $1000 .01 250,000 emails $2000 .008 500,000 emails $2500 .005 Plus 3 - 20 times the success in delivery!
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  • 35. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
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  • 37. You’ve built a website… … will they come?
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  • 44. How about a $2,500 Web Site!
  • 45. Question: Should a Non Profit host it’s own web site?
  • 46. Keeping it simple Prospect Website Gather Information Use Email Database Database
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  • 48. Personal Fundraising Team Page This is a Team Page that shows Top and Recent donations towards this teams total Goal and includes a real time status thermometer Sponsor My Team allows the patron to donate towards this team’s general fundraising goal Join My Team allows the patron to create their own Individual fundraising page that will be linked to this page
  • 49. Personal Fundraising I ndividual’s Page This is an Individual’s Page that can be linked to a team or the general event and shows Top and Recent donations and includes a real time status thermometer Sponsor Me allows the patron to contribute towards this individual’s fundraising goal
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  • 55. Video is a Magnet for Your Web Site! “Most viral video of all time!” Could her story be told in any other manner as strongly?
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  • 60. “ NY Times Web Site Story”
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  • 68. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
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  • 80. More Thoughts on Social Networks . . . “ When I was in sixth grade, I was crazy about the girl who sat next to me, but I didn't think she could possibly have the same feelings about me. When Mrs. Green changed everyone's seats, the girl sent me a note through an intermediary, Sherry, who was now sitting next to me. The note said, "Do you like me?" I turned around and saw her sheepishly smiling. After recovering from a brief but intense panic attack, I sent back a note that told her I did. Ah, first love!” “Last week I got another note from her. This time the intermediary was not Sherry, though. It was Facebook .” “ Facebook is affecting my life in ways I wouldn't have imagined just a few short months ago. In addition to the innocent hello from my first flame, I have had a dialogue with a cousin I haven't seen in 25 years.” “ When you think about the metrics that matter most to people -- audience reach, composition and engagement -- you realize that there is no site in the world that will be able to compete with Facebook in delivering results!” Kevin Mannion, On-Line Publishing, February , 2009
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  • 102. 1. Set up a Gmail Account
  • 103. 2. Post Pics to Flickr
  • 104. 3. Try a Microblog
  • 105. 4. Create a Google Alert
  • 106. 5. Set Up an RSS feed
  • 107. 6. Share a YouTube Video
  • 108. 7. Really Use Your Cell Phone (Send a text or a video)
  • 109. 8. Join a Social Network
  • 110. 9. Share PowerPoint Slides (Save a tree or two!)
  • 112. Thank you! Jay B. Love CEO eTapestry Division Blackbaud [email_address]
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Notes de l'éditeur

  1. The ePhilanthropy toolbox suggests many techniques and tools for online success. Each organization should develop a strategy that is flexible to its current needs while planning for the future. Those seeking to get started are well advised to complete these four basic steps before they begin deploying an expanded ePhilanthropy strategy: 1. Establish an Informative Website – options should be shared for low cost ‘build it yourself’ approaches (i.e. http://www.homestead.com/nonprofits) and for selecting a web vendor to build a website. For most organizations the emphasis should be on building an informative website and not simply on spending a lot for all the ‘bells and whistles’. As their strategy grows and matures so should their website. 2. Collect Email Addresses and communicate with those who opt in – The ePhilanthropy Code of Ethics requires that nonprofit organizations only communicate electronically with those who ‘opt in’ or subscribe to receive such communication, it should also be noted that all such communication is also required to offer the reader the option to ‘opt out’ or unsubscribe to future communication. 3. Offer the option of online giving (encrypted) It should be noted that simply offering the option of online giving will not raise money, but the online architecture and encryption technology to support it must be in place before such a strategy can be deployed. 4. Register with Guidestar.org – As has been pointed out in this presentation registration with Guidestar serves several purposes: It gives the organization the opportunity to ‘tell its story’ using the free services of Guidestar, in a way more complete and reader friendly than the IRS 990. This will improve the information provided by Guidestar to a number of websites that use the database to promote giving to nonprofits (I.e. Fidelity’s Charitable Gift Fund, Networkforgood.org and others) Those nonprofits that submit grant proposals to Foundations are very likely to have their information on Guidestar reviewed by that Foundation, improved information could increase the chance of grant awards.
  2. In summary, online communication has created a new kind of donor. Organizations that interactively interface with their constituents find it easier to cultivate their affinity for their mission and organization. Today’s donor is more comfortable online and needs information --they read email before snail mail; they expect personalized information that’s immediate and available to them on their own schedule.
  3. Traditional methods of communication are overused and people are becoming immune.
  4. Landing pages are a natural extension of email, regardless of message So what is a landing page? A web page that appears when a user clicks on a link in an email, online advertisement, etc. Also known as a “jump” page or a lead capture page. Will usually display content and imagery that is a logical extension of the original driver. The goal of most landing pages is to persuade a visitor to complete a transaction For promotional emails, landing pages give another opportunity to convince readers to take action. For informative or retention emails, landing pages are a great way to provide additional content without cluttering the email. Landing page effectiveness is most often measured by conversion rate Conversion rate = % of visitors who completed the desired action. You should test landing page elements like you would test email or direct mail Once you have a strong “control” package for the email (opens/clicks), work on the landing page. You should see an increase in conversions over time.
  5. Mobile messaging/reading is on the rise and mobile email users tend to be young and wealthy According to MarketingSherpa.com, "64% of key decision makers are viewing your carefully crafted email on their Blackberrys and other mobile devices ... And, chances are, your email looks downright awful.“
  6. Betsy - Sometimes a 4-page direct mail letter usually works greatt, but online - yeah, right! Online audiences generally younger Writing for online appeals need to be skimable Integrated Effort – Online, direct mail, in TM scripts…emphasize same theme
  7. Betsy - Sometimes a 4-page direct mail letter usually works greatt, but online - yeah, right! Online audiences generally younger Writing for online appeals need to be skimable Integrated Effort – Online, direct mail, in TM scripts…emphasize same theme
  8. The ePhilanthropy toolbox suggests many techniques and tools for online success. Each organization should develop a strategy that is flexible to its current needs while planning for the future. Those seeking to get started are well advised to complete these four basic steps before they begin deploying an expanded ePhilanthropy strategy: 1. Establish an Informative Website – options should be shared for low cost ‘build it yourself’ approaches (i.e. http://www.homestead.com/nonprofits) and for selecting a web vendor to build a website. For most organizations the emphasis should be on building an informative website and not simply on spending a lot for all the ‘bells and whistles’. As their strategy grows and matures so should their website. 2. Collect Email Addresses and communicate with those who opt in – The ePhilanthropy Code of Ethics requires that nonprofit organizations only communicate electronically with those who ‘opt in’ or subscribe to receive such communication, it should also be noted that all such communication is also required to offer the reader the option to ‘opt out’ or unsubscribe to future communication. 3. Offer the option of online giving (encrypted) It should be noted that simply offering the option of online giving will not raise money, but the online architecture and encryption technology to support it must be in place before such a strategy can be deployed. 4. Register with Guidestar.org – As has been pointed out in this presentation registration with Guidestar serves several purposes: It gives the organization the opportunity to ‘tell its story’ using the free services of Guidestar, in a way more complete and reader friendly than the IRS 990. This will improve the information provided by Guidestar to a number of websites that use the database to promote giving to nonprofits (I.e. Fidelity’s Charitable Gift Fund, Networkforgood.org and others) Those nonprofits that submit grant proposals to Foundations are very likely to have their information on Guidestar reviewed by that Foundation, improved information could increase the chance of grant awards.
  9. Betsy - Sometimes a 4-page direct mail letter usually works greatt, but online - yeah, right! Online audiences generally younger Writing for online appeals need to be skimable Integrated Effort – Online, direct mail, in TM scripts…emphasize same theme
  10. Google maps integration – coming soon – will take reporting to a new level. Review the locations of top donors, help find a suitable location for an upcoming seminar, or plan a series of meetings.
  11. Google maps integration – coming soon – will take reporting to a new level. Review the locations of top donors, help find a suitable location for an upcoming seminar, or plan a series of meetings.
  12. Betsy - Explain what multi channel is and why Martha is good at it.
  13. The ePhilanthropy toolbox suggests many techniques and tools for online success. Each organization should develop a strategy that is flexible to its current needs while planning for the future. Those seeking to get started are well advised to complete these four basic steps before they begin deploying an expanded ePhilanthropy strategy: 1. Establish an Informative Website – options should be shared for low cost ‘build it yourself’ approaches (i.e. http://www.homestead.com/nonprofits) and for selecting a web vendor to build a website. For most organizations the emphasis should be on building an informative website and not simply on spending a lot for all the ‘bells and whistles’. As their strategy grows and matures so should their website. 2. Collect Email Addresses and communicate with those who opt in – The ePhilanthropy Code of Ethics requires that nonprofit organizations only communicate electronically with those who ‘opt in’ or subscribe to receive such communication, it should also be noted that all such communication is also required to offer the reader the option to ‘opt out’ or unsubscribe to future communication. 3. Offer the option of online giving (encrypted) It should be noted that simply offering the option of online giving will not raise money, but the online architecture and encryption technology to support it must be in place before such a strategy can be deployed. 4. Register with Guidestar.org – As has been pointed out in this presentation registration with Guidestar serves several purposes: It gives the organization the opportunity to ‘tell its story’ using the free services of Guidestar, in a way more complete and reader friendly than the IRS 990. This will improve the information provided by Guidestar to a number of websites that use the database to promote giving to nonprofits (I.e. Fidelity’s Charitable Gift Fund, Networkforgood.org and others) Those nonprofits that submit grant proposals to Foundations are very likely to have their information on Guidestar reviewed by that Foundation, improved information could increase the chance of grant awards.
  14. Betsy - Sometimes a 4-page direct mail letter usually works greatt, but online - yeah, right! Online audiences generally younger Writing for online appeals need to be skimable Integrated Effort – Online, direct mail, in TM scripts…emphasize same theme