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Web Strategies for
        Fundraising Success


                                   Rob Tomlinson
Account Executive, eTapestry Division of Blackbaud
                                5 November 2009
What is our history?
•Blackbaud - leading technology provider to nonprofit sector
since 1981

•eTapestry - first “Software as a Service” solution for nonprofits
(1999)

• 22k+ Blackbaud clients worldwide, 6k+ eTapestry clients

•Introduced eTapestry product to the Australasian market in Feb.
2009
Agenda

1. Integrating your Online Approach

2. Social Media for Fundraising

3. Utilising Email for the Ask

4. Effective Team Fundraising
The Rules
    Still Apply
(It’s all about relationships…
        not technology)
Integrating
Your Online
 Approach
Web Site Optimisation
 75% of donors will check your website before making a gift
  whether it is Online/Offline
 If Relationships are Built on Communications . . . Set yourself
  up for success!
 A Few Key Changes can Make a Huge Difference
 Your website = tool for engagement
Keys to Building a Successful Web Site
1. 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 utilise 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!)
Database = Fundraising Tool
 • Only works if used daily by all

 • Must be consistent/accurate

 • Powerful Memory Supplement

 • Technology makes it easy
On the Road
•Does your organisation
have multiple offices?
•Can you access your
organisational data from
anywhere?
•How do you track notes
from major gift visits or
events?
 What needs do your organisation have for accessing your
                development database?
They’re at your website, now what
            do they do?

          1. Can they engage?

       2. Can they add content?

    3. Can they give or volunteer?

  Your goal – to get something from them!
Ecommerce & Online Giving

Important Functions of your Online Donation Page:


• Integrates directly into donor database
• Requires no additional manual entry
• Customisable

• Are your website and database integrated?
Keep it simple & Make
             Integration a Focus


             Constituent              Website




Use Email
                                                Gather Information




                           Database
                           Database
Social Media for
  Fundraising
Do you have an Online/Social
          Media Strategy?
Social Networks

                          E-mail
                        Campaigns
                                                    Google
                                                   Adwords
Media & PR
                                      Banner Ads on
                  Integration with
                                     Homepage, Blog
                     Direct Mail
                                     and eNewsletter
Food for Thought….
   Top 5 Most Visited
     Websites in the
     Australia:

    –      Facebook is #2
    –      YouTube is #3
    –      Twitter is #11
Source:
http://www.alexa.com/topsites/countries/AU
Which of the following types of social media does your charity
                               currently use?
                                                                              2007
                                                                              2008
100%
90%
          79%         79%
80%
70%
                                  57%
60%
50%
       41%                                    36%
40%                            34%
                   32%                    33%          26% 30%              25%
30%
                                                                     16%
20%
                                                                  13%           11%
10%
 0%
        Video       Social     Blogging   Podcasting   Message/   Wikis    Do Not Use
       Blogging   Networking                           Bulletin               Any
                                                       Boards
• Attract more traffic to your website
• Videos can easily be posted on website or as a link
  within an eBlast or eNewsletter
• FREE service to increase your visibility
• Growing in popularity and becoming more accepted
  in the NP world as a method for reaching
  constituents
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?
YouTube Takeaways…
• Identify a few constituents who would like to
  share their story with others & record a few
  different testimonials each year
• Integrate with your website and eNewsletter
  blasts
• Get Creative!!
FACEBOOK
• What is Facebook??
    – A FREE, online social networking site that connects people through online
      communities
• Facebook 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:
    –   Connect
    –   Brand
    –   Share your story
    –   Fundraise
    –   Fan Pages, Group Pages, Causes, etc…
FACEBOOK Users
FACEBOOK Pages…
• Facebook Cause Page=Online Donation Tool (application) on FB
• Also a Peer-to-Peer Fundraising Page since anyone can start/create
  a cause

                                                              TIPS:
                                                          Brand &
                                                          Link to your
                                                          Page
                                                          Provide
                                                          Clear FR
                                                          Goals
                                                          Give
                                                          Supporters
                                                          Updates on
                                                          your Progress
Social Networks: Hints for Success

•   It is not FREE, resources are required
•   Being present is not enough, engage
•   Be authentic, otherwise you will be exposed fast
•   Endorsements matter, think forwarded emails!
•   Measure
•   Have something to say, must be regular or it dies fast


                                         Stephanie Miller, Email Insider, 2009
Real Life Story via the “New York
             Times”…
“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
“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!
Web Strategies For Fundraising Success
Web Strategies For Fundraising Success
charity: water
1. Was the $250,000 raised via Twitter the key
   fact?
2. Was the $975,000 raised from Sept. birthdays
   the key fact?
3. Is the way they have harnessed web/video
   technology the key?
4. How about how they show impact via Google
   Earth?
  Communicating daily w/ 500,000+ followers!
Utilising Email for the Ask!
Why email?
• People are connected 24/7

• How can we be expected to communicate with so many people?

• How can we personalise our message?

• Online Donors are our most valuable

• Cumulative Value of donors who started giving in 2004
        Online: $237     Offline: $86
Why Has Email Become So Important?

• People are busy…they want to
  communicate/interact on their
  own time
• Email is inexpensive…or at least it
  seems that way
• Email provides virtually instant access
  to friends and supporters
Today’s Supporter
• Reads email before snail mail

• More comfortable online

• Busy, satisfies interests on own schedule

• Expects information to be personalised

• Expects immediate feedback

• Demands information on progress/
  stewardship

• Wants a way to share
  experiences with others online
No Email List? No Problem…

• Whether you have some contacts or are starting from scratch,
  anyone can grow a strong email list



• The three most important factors in effective email list-building
  are:
   – Where and how you acquire the addresses
   – How you welcome each new subscriber
   – How you manage the relationship after the opt-in

   –   Source: EmailLabs
Grow Your List Online
• Direct staff and other close
  supporters (board, volunteers, etc.)
  to include subscription
  links in email signatures
• Use Search Engine Optimisation/
  Marketing to increase traffic and
  subscriptions
• Investigate alliances or partnerships with similar or
  complementary organisations to reach common supporters
• Advertise your newsletter/services/cause through a 3rd party list
Grow Your List Offline
• Ask for email addresses at
  every touch point
• Instruct staff to capture email
  addresses over phone when
  appropriate
• Include your website address
  on all printed materials
• Offer an incentive to register (contest, raffle) to
  collect emails
Now that I have permission…
• Hook them early, and keep them
  engaged over time

• Optimise the welcome message

• Send follow up message within a
  week (or less)

• After a few months of active email, survey lists to see if you are
  meeting expectations
Real Life Example….
Dec 11:
Subject line:
Urgent Appeal: Your gift to
  CRS is vitally important!

Straight Appeal
Static donation form
Raised $112k


Source: Laura Durington: CRS Social Media Presentation-
     AFP Maryland
Dec 29:
Subject line:
Only 48 hours left to make
  a tax-deductible gift!

Added “hotspot” text

Added video message from
  our president (that plays
  right on the donation
  form)
Added a strong pull-quote
Raised $112k
Dec 31:
Subject line:
Final Deadline: Last
   chance to make a
   tax-deductible gift

New “hotspot” text
Kept video message
  from our president
New pull quote
Raised $119k

Source: Laura Durington: CRS Social Media
     Presentation-AFP Maryland
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 AdWords
This campaign raised $594k online.
                   Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
A Few Email Design & Usage Tips

1. Keep truly important items above the fold
2. Ask subscribers to add your from address to their address
   book
3. Host images on your web site rather than embedding them
4. Links to resources and to special landing pages on your web
   site are powerful (Especially “tell a friend” functions)
5. Develop your own writing style that readers will learn
   to love (people adore stories, so tell many . . . )
Designing for Mobile Devices            email (html)


• Mobile readers are more likely to scan your
  email rather than reading
• Include compelling call to action in the first 15-
  25 characters of your subject line
• Avoid “top heavy” images in the design
• Use “alt-tags” on images
• In addition to testing email browsers, test
  messages in handheld devices
Effective Team Fundraising
Team Fundraising

•Give your volunteers and
members the opportunity to
JOIN you in fundraising for
the mission.
•Capture the information of
everyone who donates for
future solicitation.
Team Fundraising

•Almost $2million was raised
through Team Fundraising for
City 2 Surf in 2009
•Did you raise any of this?
•Did you capture the data of
all donors into your
database?
Team Fundraising

•Doesn’t have to be a big
event!
•Doesn’t even have to be an
event!
•Give yourself the ability to
respond to important events
within your organisation’s
community!
Team Fundraising

•What type of transaction
fees are you paying?
•Does the data collected
follow the same integration
principles discussed before?
•Are you giving yourself the
best opportunity to maximise
the lifetime value of each
contributor?
Team Fundraising by the Numbers

• Each volunteer sends an average of 40 emails.
• Almost all volunteers meet their fundraising goals.
• The average online donation through team fundraising is $57.




  Source: Kintera
Team Fundraising




• Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors
• Report on Team Success, Individual Success, and overall Fundraiser Success
• Begin harvesting relationship with constituents that donate/participate for the first time.
What Now?

    1. Take a look in the mirror

    How do you stack up?

-   Integration
-   Social Media
-   E-mail/Communications
-   Team Fundraising
What Now?

     2. Plan

     Make it a priority

-    Set Aside Time for Review
-    Add to Board Agenda
-    Seek Professional Assistance
(Most companies will help you do this at NO COST!)
What Now?
    3. Continuous Evaluation

    Must be Measurable

-   Website Hits
-   Fundraising
-   Donor Retention
-   Communications
    - Cost vs. Results
-   Social Media “Friends”
What Now?

    4. Have Fun!!!

-   Try New Things
-   Get Creative
-   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
Resources
•   Getting Started with Facebook
•   Beth Kanter Blog – How Nonprofits Can Use Social Media
•   Jay Love Blog – CEO eTapestry --- Jay Love Twitter Page
•   Blackbaud – Raising Money During Challenging Times
•   Getting Started with Google Analytics
•   LotusJump – Website Marketing Made Easy

• eTapestry Home Page
• Contact eTapestry for Guidance
Questions?
Thanks!

         Rob Tomlinson
Rob.Tomlinson@eTapestry.com.au
         (02) 8986 6018
      Twitter.com/eTapRob

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Web Strategies For Fundraising Success

  • 1. Web Strategies for Fundraising Success Rob Tomlinson Account Executive, eTapestry Division of Blackbaud 5 November 2009
  • 2. What is our history? •Blackbaud - leading technology provider to nonprofit sector since 1981 •eTapestry - first “Software as a Service” solution for nonprofits (1999) • 22k+ Blackbaud clients worldwide, 6k+ eTapestry clients •Introduced eTapestry product to the Australasian market in Feb. 2009
  • 3. Agenda 1. Integrating your Online Approach 2. Social Media for Fundraising 3. Utilising Email for the Ask 4. Effective Team Fundraising
  • 4. The Rules Still Apply (It’s all about relationships… not technology)
  • 6. Web Site Optimisation  75% of donors will check your website before making a gift whether it is Online/Offline  If Relationships are Built on Communications . . . Set yourself up for success!  A Few Key Changes can Make a Huge Difference  Your website = tool for engagement
  • 7. Keys to Building a Successful Web Site 1. 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 utilise 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!)
  • 8. Database = Fundraising Tool • Only works if used daily by all • Must be consistent/accurate • Powerful Memory Supplement • Technology makes it easy
  • 9. On the Road •Does your organisation have multiple offices? •Can you access your organisational data from anywhere? •How do you track notes from major gift visits or events? What needs do your organisation have for accessing your development database?
  • 10. They’re at your website, now what do they do? 1. Can they engage? 2. Can they add content? 3. Can they give or volunteer? Your goal – to get something from them!
  • 11. Ecommerce & Online Giving Important Functions of your Online Donation Page: • Integrates directly into donor database • Requires no additional manual entry • Customisable • Are your website and database integrated?
  • 12. Keep it simple & Make Integration a Focus Constituent Website Use Email Gather Information Database Database
  • 13. Social Media for Fundraising
  • 14. Do you have an Online/Social Media Strategy? Social Networks E-mail Campaigns Google Adwords Media & PR Banner Ads on Integration with Homepage, Blog Direct Mail and eNewsletter
  • 15. Food for Thought…. Top 5 Most Visited Websites in the Australia: – Facebook is #2 – YouTube is #3 – Twitter is #11 Source: http://www.alexa.com/topsites/countries/AU
  • 16. Which of the following types of social media does your charity currently use? 2007 2008 100% 90% 79% 79% 80% 70% 57% 60% 50% 41% 36% 40% 34% 32% 33% 26% 30% 25% 30% 16% 20% 13% 11% 10% 0% Video Social Blogging Podcasting Message/ Wikis Do Not Use Blogging Networking Bulletin Any Boards
  • 17. • Attract more traffic to your website • Videos can easily be posted on website or as a link within an eBlast or eNewsletter • FREE service to increase your visibility • Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents
  • 18. 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?
  • 19. YouTube Takeaways… • Identify a few constituents who would like to share their story with others & record a few different testimonials each year • Integrate with your website and eNewsletter blasts • Get Creative!!
  • 20. FACEBOOK • What is Facebook?? – A FREE, online social networking site that connects people through online communities • Facebook 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: – Connect – Brand – Share your story – Fundraise – Fan Pages, Group Pages, Causes, etc…
  • 22. FACEBOOK Pages… • Facebook Cause Page=Online Donation Tool (application) on FB • Also a Peer-to-Peer Fundraising Page since anyone can start/create a cause TIPS: Brand & Link to your Page Provide Clear FR Goals Give Supporters Updates on your Progress
  • 23. Social Networks: Hints for Success • It is not FREE, resources are required • Being present is not enough, engage • Be authentic, otherwise you will be exposed fast • Endorsements matter, think forwarded emails! • Measure • Have something to say, must be regular or it dies fast Stephanie Miller, Email Insider, 2009
  • 24. Real Life Story via the “New York Times”…
  • 25. “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
  • 26. “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!
  • 29. charity: water 1. Was the $250,000 raised via Twitter the key fact? 2. Was the $975,000 raised from Sept. birthdays the key fact? 3. Is the way they have harnessed web/video technology the key? 4. How about how they show impact via Google Earth? Communicating daily w/ 500,000+ followers!
  • 31. Why email? • People are connected 24/7 • How can we be expected to communicate with so many people? • How can we personalise our message? • Online Donors are our most valuable • Cumulative Value of donors who started giving in 2004 Online: $237 Offline: $86
  • 32. Why Has Email Become So Important? • People are busy…they want to communicate/interact on their own time • Email is inexpensive…or at least it seems that way • Email provides virtually instant access to friends and supporters
  • 33. Today’s Supporter • Reads email before snail mail • More comfortable online • Busy, satisfies interests on own schedule • Expects information to be personalised • Expects immediate feedback • Demands information on progress/ stewardship • Wants a way to share experiences with others online
  • 34. No Email List? No Problem… • Whether you have some contacts or are starting from scratch, anyone can grow a strong email list • The three most important factors in effective email list-building are: – Where and how you acquire the addresses – How you welcome each new subscriber – How you manage the relationship after the opt-in – Source: EmailLabs
  • 35. Grow Your List Online • Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures • Use Search Engine Optimisation/ Marketing to increase traffic and subscriptions • Investigate alliances or partnerships with similar or complementary organisations to reach common supporters • Advertise your newsletter/services/cause through a 3rd party list
  • 36. Grow Your List Offline • Ask for email addresses at every touch point • Instruct staff to capture email addresses over phone when appropriate • Include your website address on all printed materials • Offer an incentive to register (contest, raffle) to collect emails
  • 37. Now that I have permission… • Hook them early, and keep them engaged over time • Optimise the welcome message • Send follow up message within a week (or less) • After a few months of active email, survey lists to see if you are meeting expectations
  • 38. Real Life Example…. Dec 11: Subject line: Urgent Appeal: Your gift to CRS is vitally important! Straight Appeal Static donation form Raised $112k Source: Laura Durington: CRS Social Media Presentation- AFP Maryland
  • 39. Dec 29: Subject line: Only 48 hours left to make a tax-deductible gift! Added “hotspot” text Added video message from our president (that plays right on the donation form) Added a strong pull-quote Raised $112k
  • 40. Dec 31: Subject line: Final Deadline: Last chance to make a tax-deductible gift New “hotspot” text Kept video message from our president New pull quote Raised $119k Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
  • 41. 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 AdWords This campaign raised $594k online. Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
  • 42. A Few Email Design & Usage Tips 1. Keep truly important items above the fold 2. Ask subscribers to add your from address to their address book 3. Host images on your web site rather than embedding them 4. Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions) 5. Develop your own writing style that readers will learn to love (people adore stories, so tell many . . . )
  • 43. Designing for Mobile Devices email (html) • Mobile readers are more likely to scan your email rather than reading • Include compelling call to action in the first 15- 25 characters of your subject line • Avoid “top heavy” images in the design • Use “alt-tags” on images • In addition to testing email browsers, test messages in handheld devices
  • 45. Team Fundraising •Give your volunteers and members the opportunity to JOIN you in fundraising for the mission. •Capture the information of everyone who donates for future solicitation.
  • 46. Team Fundraising •Almost $2million was raised through Team Fundraising for City 2 Surf in 2009 •Did you raise any of this? •Did you capture the data of all donors into your database?
  • 47. Team Fundraising •Doesn’t have to be a big event! •Doesn’t even have to be an event! •Give yourself the ability to respond to important events within your organisation’s community!
  • 48. Team Fundraising •What type of transaction fees are you paying? •Does the data collected follow the same integration principles discussed before? •Are you giving yourself the best opportunity to maximise the lifetime value of each contributor?
  • 49. Team Fundraising by the Numbers • Each volunteer sends an average of 40 emails. • Almost all volunteers meet their fundraising goals. • The average online donation through team fundraising is $57. Source: Kintera
  • 50. Team Fundraising • Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors • Report on Team Success, Individual Success, and overall Fundraiser Success • Begin harvesting relationship with constituents that donate/participate for the first time.
  • 51. What Now? 1. Take a look in the mirror How do you stack up? - Integration - Social Media - E-mail/Communications - Team Fundraising
  • 52. What Now? 2. Plan Make it a priority - Set Aside Time for Review - Add to Board Agenda - Seek Professional Assistance (Most companies will help you do this at NO COST!)
  • 53. What Now? 3. Continuous Evaluation Must be Measurable - Website Hits - Fundraising - Donor Retention - Communications - Cost vs. Results - Social Media “Friends”
  • 54. What Now? 4. Have Fun!!! - Try New Things - Get Creative - Share your passion for your mission!
  • 55. What Now? 1. How do we stack up? 2. Written Plan 3. Continuous Evaluation of Tools/Technology 4. Have FUN
  • 56. Resources • Getting Started with Facebook • Beth Kanter Blog – How Nonprofits Can Use Social Media • Jay Love Blog – CEO eTapestry --- Jay Love Twitter Page • Blackbaud – Raising Money During Challenging Times • Getting Started with Google Analytics • LotusJump – Website Marketing Made Easy • eTapestry Home Page • Contact eTapestry for Guidance
  • 58. Thanks! Rob Tomlinson Rob.Tomlinson@eTapestry.com.au (02) 8986 6018 Twitter.com/eTapRob

Notas del editor

  1. If you build a website, will anyone come?Having a website is first priorityKey steps to building/maintaining a successful website
  2. segue: H
  3. Now they are the creators of content
  4. Use customer as testimonial (if they are using eCom)
  5. To audience: Does anyone have a strategy when it comes to online/social media?
  6. Perception of Social Media has changed – everyone is using it!You cannot ignore the potential outreach(Google is #1)(Yahoo #2)
  7. Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
  8. PhenomenonTo audience: Who HASN’T heard of Susan Boyle?
  9. Guy 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
  10. Started the org on a Social Network platformUsed the same tools they were using as a nightclub
  11. Give donors the ability to see tangible results (Google Earth)
  12. Masters of communicating with supporters
  13. Interactive Tweeting on website – the reach was amazing/innovative
  14. Done with a limited staff size
  15. Catholic Relief Services
  16. A week later, they changed the Subject Line (gave sense of urgency)Added hotspot text (taking end-user back to online giving page)Added emotional video appeal (Only a link to the video – on Youtube)Raised $112K
  17. Continuously changing content of the letterMulti-channel communications (Facebook – “keep an eye out for our e-mail”)
  18. Coming back to the viral concept
  19. Coming back to the viral concept
  20. Coming back to the viral concept
  21. Coming back to the viral concept
  22. Something tangible – a plan of attack you can take home and use