This document discusses strategies for using technology to improve fundraising over the next decade. It emphasizes that fundraising is still based on relationships and technology can help expand communications to build more relationships. Various tools are presented, including databases to manage donor information, email and social media for communication, and analytics to benchmark performance. The overall message is that technology takes fundraising further when used to enhance relationships.
30. We’ve captured information… We’ve established a relationship… We must maintain/build on these relationships… How can we expect to communicate personally with so many people? 2. Relationship Building: eMail
39. Email Key Functions Tracking: bounces, opens, click-throughs Subscription management: automated unsubscribe or opting out link 2. Relationship Building: eMail
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43. Web 1.0 vs. Web 2.0 Web 1.0 refers to first generation Web-based content that was typically one-way static communication. Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users. 2. Relationship Building: Web 2.0
48. 2. Relationship Building: Web 2.0 – Fun Video Web Video Statistics 1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted. 2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago. 3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012. 4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video. Source: BrightRoll
56. 2. Relationship Building: Web 2.0 - RSS “ If you're a nonprofit manager right now and you're not using RSS, you're falling behind.” You're not getting information -- about your cause, about your people, about your profession -- efficiently enough, which means you're not getting enough information, period. Source: democracyinaction.org
79. 4. Donor Loyalty A donor’s loyalty level is indicated on the search screen
80. 4. Donor Loyalty - Value/Strategic Fit + - Loyalty + Value Creators Grow Value Sustainers Harvest Value Detractors Replace Value Opportunities Convert
81. 5. Web Site Optimization … will they come? You’ve built a website…
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83. 5. Web Site Optimization: Needle in a Needle Stack
84. 5. Web Site Optimization: Breakthrough the Clutter
85. Common Reasons Why NP Web Sites Fail 5. Web Site Optimization Upside Down Web Site Dead Web Site Disconnected Web Site Cool Web Site Stingy Web Site " Why Web Sites Fail and What To Do About It " at Nonprofit Day by Michael C. Gilbert April 1999
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87. 5. Web Site Optimization Sign Up For Newsletter Multiple Ways To Support & Get Involved Donate Now An Overall Strategy
88. Can they get something? 5. Web Site Optimization Information Documents Devotionals Member Lists Calendars Newsletters PodCasts Stewardship Information Help WHAT ELSE???? 83% of Internet users expect to find product information on the Internet – Pew Internet Project
89. Can they do something? 5. Web Site Optimization Participate in an event Golf tournaments Walk-a-thons Dinners Join – Become a member Update their information Run planned gift calculations Purchase products or services
90. Can they give something? 5. Web Site Optimization Time - Volunteer Goods (in kind gifts) Money
91. Does your website accurately represent the work that you do? 5. Web Site Optimization: Web Design
100. 5. Web Site Optimization: Use eMail & direct mail together
101. 5. Web Site Optimization: Coordinate web & phone appeals
102. Get Creative! “ The Great Turtle Race” 5. Web Site Optimization: Next Steps
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113. Wealthpoint Rating UDF Name Content WealthPoint Rating Indicator of household wealth WealthPoint Rating Order Ranking within the submitted accounts
- There’s no question, when you’re dealing with eTapestry as to what our future is going to be. We were several years ahead of our time. Passionate about service, you’ll find that the people that you work with are very passionate about doing that and care about your success - And finally, we love to have fun. We want our employees to work hard, but also to have fun at what they do. It translates over to relationships with everyone we work with. Having fun, is one of our guiding principles at eTapestry.
Our founders, and a number of our staff members, were formerly at Master Software – makers of Fund-Master. - So they had a long history of working with nonprofits and helping them deal with the challenges of software. As a result of the BB purchase, they began to put together a new idea for delivering fundraising software as a “service”, and in 1999 introduced the first web-based application to the market. Today it has become readily adopted as a better way to deliver and manage software and is in use by over 6000 organizations around the world.
The first thing we’ll talk about are some pure fundraising tools, Ways to INCREASE your revenue, what can we do to help you move your fundraising revenue up the ladder? Then, we’ll move into what we consider as maybe the next most important area, talking about relationship building tools
We’ll also talk about how relationship building is done through the web 2.0 concept, moves management, and eTap mobile. Then we want to get a little more specific and talk about several innovative ideas and that will include (list) Any questions before we jump in?
Now, no matter how much technology may filter into this discussion, we do want to emphasize that the same rules still apply. It’s all about relationships, building relationships. All that we are doing here will revolve around that relationship theme. What we can do, is help you to improve your relationships. Any organization can have good relationships with 100 people. What we want to do is show you how to increase that ten fold. Case in point, how many relationships are the presidential candidates trying to create currently through technology? They are literally going after everyone in America and doing a pretty darn good job at it. We want to translate that same idea to you, your organization, and your supporters.
One thing you must realize, is that times have changed and you must change your way of thinking. In the past, communications with donors was like an on/off switch. We’d send a direct mail piece and something would happen. We’d open our doors and between 9 and 5, we’d take phone calls. You could have some control of turning that relationship on and off. Now, it’s much more like a volume control. People are connected to your organization 24/7, whether you realize it or not. And what you’re able to do by your actions, you can turn the volume up and little bit, turn it back down… you have total control in doing that. And I will boldly predict that, organizations that take advantage of doing that, will be the ones that are thriving over the next 10 years.
New Opportunities: It doesn’t matter how big your organization is, how many staff members you have, what type of fundraising you’ve done in the past, you can usually look to improve your technology at a reasonable, scalable cost.
Lets start off by talking about some pure Fundraising tools and a funny quote from Jerold Panas here.
Lets talk about Matching Gifts. This is really one of the most basic principles of fundraising but is something that, every day I amazed to find that organizations aren’t taking advantage of, and usually because they simply don’t know how. Your database should allow you to track this information to ensure that this free money isn’t left on the table
Another aspect of fundraising that can greatly increase your yearly funds is Recurring Gifts
Here is a quick example of setting up a recurring gift schedule in eTapestry. This can actually be done on a regular frequency or as a custom pledge schedule.
Before I get started on this, I’d like to ask – and be honest – who here feels they can pull information out of the database with ease? Segmentation is such a key thing… Use technology to your advantage. When you establish a relationship with someone, they really want to be treated the right way. If they tell you they don’t want to receive a letter and you send them mail, what happens? Let technology do the work for you. Why try to remember everything? Why try and scribble this info on a napkin? It’s not a fact that queries need to be hard, you should be able to pull information out of your database. If I want to see a list of people who are blonde and don’t like seafood, I should be able to do that. What makes it simple is being able to think with building blocks and logic and being able to piece things together as you need it.
Here is a very straight forward example of that and how we treat it in eTapestry
And when I run this query, boom, there you go you’ve got your list. This really shouldn’t be brain surgery folks, and if you can’t do these types of things easily within your database, you’re really short changing yourselves and leaving a lot of money on the table… and I must confess, that when I visit with clients, this is more often than not something simple that gets forgotten. Let me ask you all – is it easier to attain a new donor or is it easier to retain your existing donors?
Lets move in to some specifics. We’ve talked about some of the basics so lets talk about the relationship aspect Supplement your memory How many of you have one central location where every note about prospects/donors are all in one place? Remarkable secret weapon for fund raising Tell Jay Butler Story Lets pretend I am an ED and I’m going to talk with someone.. I can search and know absolutely everything about the donor and what is important for me to know. Do you think that donor might feel a little more important if I know that information prior to meeting with him/her? Absolutely
A great quote. Relationships aren’t going to further themselves without a little effort on your part. Luckily, technology can also help you harness this information if you allow it to. The first step is recording all relevant information somewhere. That’s where a CRM comes into play.
For Example
Chip story: board member died (had relationships in her head) You must make sure that these relationships are recorded. Ensure the legacy of your organization. I think you’ll find that this is a pretty powerful tool.
Now that we’ve captured information, we need to UTILIZE it. E-mail is one of the first ways you should consider doing that if you haven’t already.
Now that we’ve captured information, we need to UTILIZE it. E-mail is one of the first ways you should consider doing that if you haven’t already.
CREDIT: Ann Thompson-Hass (Oakland, CA) was kind enough to share this with us How many people here have conducted a direct mail campaign – from the time you started putting together your campaign until the last donation came in, how long? Email – as little as 2 or 3 weeks
Creating and sending very professional looking mass emails should be easy as well. An integrated solution might be ideal. QUESTION – Does anyone here send out mass e-mails? Does anyone here use third party email providers to send out mass e-mails?
Here is an example of an email that one of our clients, Riley Children’s Hospital has done
Additional tools include a spam analyzer to insure high deliverability, as well as a scheduler.
Detailed delivery reports show you the result of your mailings.
Including stats on delivery rates, open rates, and detailed click thru tracking.
Ask who’s using a commercial email provider
Has anyone ever tried to allow your constituents to post information or videos on your site? This may be a bit scary to some of you – letting someone post a comment to your website, but the amount of online video has increased greatly Lets LOOK AT SOME OTHER EXAMPLES OF WEB 2.0 TOOLS
Web 1.0 = electronic brochure
Has anyone ever tried to allow your constituents to post information or videos on your site? This may be a bit scary to some of you – letting someone post a comment to your website, but the amount of online video has increased greatly Lets LOOK AT SOME OTHER EXAMPLES OF WEB 2.0 TOOLS
Next generation of donors – want to connect? Is anyone monitoring website traffic currently? Are you happy with the traffic to your site?
Youtube is an excellent way to spread your message. eTapestry has a few dozen youtubes out there with our company events
They now actually provide an entire section for Nonprofits, the YouTube: Broadcast your Cause channel. Has anyone had a chance to check this out yet?
Another aspect of web 2.0 is social networking. There are many sites out there now with MILLIONS of people signing on every single day. BAY INSTITUTE
This is almost becoming an absolute must within the nonprofit world – at no cost, you can get your message and your organization’s name out to millions of people. How many are connected to at LEAST one social networking site?
This is almost becoming an absolute must within the nonprofit world – at no cost, you can get your message and your organization’s name out to millions of people. How many are connected to at LEAST one social networking site?
This is almost becoming an absolute must within the nonprofit world – at no cost, you can get your message and your organization’s name out to millions of people. How many are connected to at LEAST one social networking site?
This is almost becoming an absolute must within the nonprofit world – at no cost, you can get your message and your organization’s name out to millions of people. How many are connected to at LEAST one social networking site?
This is almost becoming an absolute must within the nonprofit world – at no cost, you can get your message and your organization’s name out to millions of people. How many are connected to at LEAST one social networking site?
Another neat aspect of Web 2.0 are RSS feeds – does anyone know what RSS stands for? Really Simple Syndication This allows you to move your content to someone’s home page. If anything happens at your organization, a quick feed will AUTOMATICALLY appear on the site…
You may be surprised
You may be surprised
OK Continuing down this road with podcasts – who hear has listened to a podcast at some point? Was it helpful? How many people here provide podcasts on your website? Why not? It’s a great way of getting folks to learn more about your group or mission.
Message Boards can be another integral part of a web strategy The Susan G Komen message board has ove 3,000 posts. Do you think someone that posts will want to return and read the responses? A great way to drive more traffic to your website.
Wikipedia – has anyone here ever looked up information on Wikipedia? Are you aware that you can add content to Wikipedia? It seems fairly basic but Wikipedia is how many many people are finding information now – and your organization should be a part of that.
Personal fundraising pages, another phenomenon of fundraising. Who here has utilized personalized fundraising or peer fundraising in the past?
This is your chance to involve the audience with your questions.
This is your chance to involve the audience with your questions.
In today’s world, the donors are much more interested in knowing about your success and statistics. This can also bring things to light in terms of your own strengths and areas of improvement
How would you go about finding the number of lapsed donors and dollar amounts of them? How does your group compare to others? How do we measure success? How does our group compare with others in our peer group?
What was the average pledge last year? How does that compare with others? What was the average gift? How does that compare?
Technology makes it easier to scientifically find out how they feel about your organization.
Ok, now you have gathered this information, when is it important to know? Where is it useful to have this information?
The Upside Down Web Site: There is good content on the site but it's buried under an organizational chart or some other impenetrable hierarchy. The Dead Web Site: It's never updated. Not to be mistaken for the Dead on the Outside Web Site, which looks like it's never updated, but is actually an Upside Down site. The Disconnected Web Site: Where all the communication is one way and there is no way for the reader to send email or otherwise contact the site owners. The Stingy Web Site: Gives away nothing of value. The Cool Web Site: So enamored of the technology that it is almost impossible to use, at least on a regular basis.
Search engine optimization can be key as well. Has anyone ever done a search of your organization on Google?
Has anyone heard of or used Google grants in the past? A free way of gaining exposure
The Upside Down Web Site: There is good content on the site but it's buried under an organizational chart or some other impenetrable hierarchy. The Dead Web Site: It's never updated. Not to be mistaken for the Dead on the Outside Web Site, which looks like it's never updated, but is actually an Upside Down site. The Disconnected Web Site: Where all the communication is one way and there is no way for the reader to send email or otherwise contact the site owners. The Stingy Web Site: Gives away nothing of value. The Cool Web Site: So enamored of the technology that it is almost impossible to use, at least on a regular basis.
The Upside Down Web Site: There is good content on the site but it's buried under an organizational chart or some other impenetrable hierarchy. The Dead Web Site: It's never updated. Not to be mistaken for the Dead on the Outside Web Site, which looks like it's never updated, but is actually an Upside Down site. The Disconnected Web Site: Where all the communication is one way and there is no way for the reader to send email or otherwise contact the site owners. The Stingy Web Site: Gives away nothing of value. The Cool Web Site: So enamored of the technology that it is almost impossible to use, at least on a regular basis.
The Upside Down Web Site: There is good content on the site but it's buried under an organizational chart or some other impenetrable hierarchy. The Dead Web Site: It's never updated. Not to be mistaken for the Dead on the Outside Web Site, which looks like it's never updated, but is actually an Upside Down site. The Disconnected Web Site: Where all the communication is one way and there is no way for the reader to send email or otherwise contact the site owners. The Stingy Web Site: Gives away nothing of value. The Cool Web Site: So enamored of the technology that it is almost impossible to use, at least on a regular basis.
The Upside Down Web Site: There is good content on the site but it's buried under an organizational chart or some other impenetrable hierarchy. The Dead Web Site: It's never updated. Not to be mistaken for the Dead on the Outside Web Site, which looks like it's never updated, but is actually an Upside Down site. The Disconnected Web Site: Where all the communication is one way and there is no way for the reader to send email or otherwise contact the site owners. The Stingy Web Site: Gives away nothing of value. The Cool Web Site: So enamored of the technology that it is almost impossible to use, at least on a regular basis.
The Upside Down Web Site: There is good content on the site but it's buried under an organizational chart or some other impenetrable hierarchy. The Dead Web Site: It's never updated. Not to be mistaken for the Dead on the Outside Web Site, which looks like it's never updated, but is actually an Upside Down site. The Disconnected Web Site: Where all the communication is one way and there is no way for the reader to send email or otherwise contact the site owners. The Stingy Web Site: Gives away nothing of value. The Cool Web Site: So enamored of the technology that it is almost impossible to use, at least on a regular basis.
The Upside Down Web Site: There is good content on the site but it's buried under an organizational chart or some other impenetrable hierarchy. The Dead Web Site: It's never updated. Not to be mistaken for the Dead on the Outside Web Site, which looks like it's never updated, but is actually an Upside Down site. The Disconnected Web Site: Where all the communication is one way and there is no way for the reader to send email or otherwise contact the site owners. The Stingy Web Site: Gives away nothing of value. The Cool Web Site: So enamored of the technology that it is almost impossible to use, at least on a regular basis.
Some of this is the face and design of your website – does it express your mission fairly?
Some of this is the face and design of your website – does it express your mission fairly?
Some of this is the face and design of your website – does it express your mission fairly?
Some of this is the face and design of your website – does it express your mission fairly?
Some of this is the face and design of your website – does it express your mission fairly?
Everything, ideally, should work together Every time someone goes through this cycle, you are building a relationship. WHAT IS THE MOST IMPORTANT THING THAT YOU CAN GATHER FROM A CONSTITUENT ON YOUR WEBSITE?
Another way to approach this might be to integrate on and offline appeals
Northwestern actually communicates via e-mail that they are sending you a physical mail piece
Use E-Mail and Telemarketing Together Reduce number of costly phone calls by encouraging members to give online Members who don’t give online still receive a phone call
interactive animations explaining the journey, an online baseball card for each "competitor" turtle, online sign-ups to support a favorite turtle, blog commentary on the race, YouTube videos, online banner ads, a MySpace page on the race. Best of all, someone had the brilliance to name one of the turtles after political satirist Stephen Colbert — the actual name was Stephanie Colburtle. Once this came to the namesake’s attention, and he started commenting about the race on-air, response shot up.
interactive animations explaining the journey, an online baseball card for each "competitor" turtle, online sign-ups to support a favorite turtle, blog commentary on the race, YouTube videos, online banner ads, a MySpace page on the race. Best of all, someone had the brilliance to name one of the turtles after political satirist Stephen Colbert — the actual name was Stephanie Colburtle. Once this came to the namesake’s attention, and he started commenting about the race on-air, response shot up.
So here are a few tips for success. Visit and sign up for a newsletter with another group World Wildlife Fund Habitat for Humanity
Technology is making research and data analysis much easier as well. This is something that you can certainly leverage to your advantage Has anyone done prospect researching in the past? What?
An example of how eTapestry does this is our link to a tool called Wealthpoint. Uses all public information
Real Estate information
Stock Information http://www.imdb.com/title/tt0111218/
Campaign contributions
Involvement with nonprofit orgs
Would it be helpful to know that Thomas has given to specific organizations in the past?
Would it be nice to know the wealth indicators about someone and the GIVING CAPACITY? Again – knowledge is power and certainly something you can use to your advantage when asking for money.
New Opportunities: It doesn’t matter how big your organization is, how many staff members you have, what type of fundraising you’ve done in the past, you can usually look to improve your technology at a reasonable, scalable cost.
Thank you for listening! Hopefully you’ll be able to take away a few new ideas and principles that will allow you to not only improve your fundraising over the next few years but to leverage technology in doing so. I really appreciate any feedback you’ll have for me So – thanks again and I’ll stick around for some questions and I’d be more than happy to find a time to chat in the future about anything we’ve talked about or how eTapestry might be able to help you specifically!
