1. eTapestry is a Blackbaud Company
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2. eTapestry is a Blackbaud Company
Cate Shaffer
Account Executive
Breakthrough Internet Strategies for the
Next Decade of Fund Raising:
An Executive Briefing

3. eTapestry is a Blackbaud Company
Who is eTapestry?Who is eTapestry?
• Dedicated to serving nonprofits
• A fast growing, successful NASDAQ firm
• A company that thrives on innovation
• A group that is passionate about service
• People who love to have fun!

4. eTapestry is a Blackbaud Company
What is our history?What is our history?
• Founded by former execs of MSC
• First “Software as a Service” solution for
nonprofits in 1999
• 6,000 nonprofit clients around the world
• Became part of Blackbaud-August 2007

5. eTapestry is a Blackbaud Company
Agenda
1. Pure Fund Raising Tools
• Recurring Gifts
• Segmentation
1. Relationship Building Tools
• CRM
• Email
• Web 2.0
3. Donor Loyalty
4. Community Building (Donor Login)
5. Web Site Optimization
6. Research/Analytics

6. eTapestry is a Blackbaud Company
The Rules
Still Apply
(It’s all about
relationships…
not technology)

7. eTapestry is a Blackbaud Company
Know the Difference
It is Now a New World

8. eTapestry is a Blackbaud Company
 The foundation of many Fundraising Programs
 Key in ePhilanthropy Transactions
 Constituents become Investors rather than
Donors
 Technology makes it Easy
1. Pure Fundraising Tools:1. Pure Fundraising Tools:
Recurring GiftsRecurring Gifts

9. eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:
Recurring GiftsRecurring Gifts

10. eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:
Recurring GiftsRecurring Gifts

11. eTapestry is a Blackbaud Company
 Personalize Everything You Can
 Let Technology do the Work for You
 Queries can be Intuitive and Easy
 Think with Building Blocks and Logic
1. Pure Fundraising Tools:1. Pure Fundraising Tools:
SegmentationSegmentation

12. eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:
SegmentationSegmentation

13. eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:
SegmentationSegmentation

14. eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:
SegmentationSegmentation

15. eTapestry is a Blackbaud Company
 Strong Relationships are from Knowing
Important Details, Hopes and Dreams
 Easily Supplement your Memory
 Only Works if Used Daily by All
 A Remarkable “Secret Weapon” for Fund Raising
2. Relationship Building:2. Relationship Building:
Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)

16. eTapestry is a Blackbaud Company
“If you want milk from a cow, you don’t
send it a letter.”
Si Seymour
2. Relationship Building:2. Relationship Building:
Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)

17. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)

18. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)

19. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)

20. eTapestry is a Blackbaud Company
 The Foundation of the Communications
Revolution
 Expected by EVERY Generation Now
 Use Properly or the Results are Worse than not
 A Fraction of the Cost of Other Forms of
Communication
2. Relationship Building:2. Relationship Building:
eMaileMail

21. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
eMaileMail

22. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
eMaileMail

23. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
eMaileMail

24. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
eMaileMail

25. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
eMaileMail

26. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
eMaileMail

27. eTapestry is a Blackbaud Company
Email Key Functions
Tracking: bounces, opens, click-throughs
Subscription management: automated unsubscribe or
opting out link
2. Relationship Building:2. Relationship Building:
eMaileMail

28. eTapestry is a Blackbaud Company
Key Functions:
Deliverability: Fulltime staff 24/7 monitoring blacklists,
spam filtering and ISP standards
Horsepower: Up to 300,000 emails per hour via a scheduler
Spam analysis tools
WYSIWYG editor
2. Relationship Building:2. Relationship Building:
eMaileMail

29. eTapestry is a Blackbaud Company
 You are NOW the Catalyst not the Originator
 Where Thousands of New Relationships can
Begin
 Traffic you Always Dreamed of for your Web Site
 Easier than you Think to Do
2. Relationship Building:2. Relationship Building:
Web 2.0Web 2.0

30. eTapestry is a Blackbaud Company
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:2. Relationship Building:
Web 2.0Web 2.0

31. eTapestry is a Blackbaud Company
Web 1.0 vs. Web 2.0
 Web 1.0 was about reading, Web 2.0 is about writing
 Web 1.0 was about organizations, Web 2.0 is about
communities
 Web 1.0 was about home pages, Web 2.0 is about blogs
 Web 1.0 was about portals, Web 2.0 is about RSS
 Web 1.0 was about owning, Web 2.0 is about sharing
Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
2. Relationship Building:2. Relationship Building:
Web 2.0Web 2.0

32. eTapestry is a Blackbaud Company
Source: The Wall St. Journal , 2006
2. Relationship Building:2. Relationship Building:
Web 2.0 – Online Video UseWeb 2.0 – Online Video Use

33. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Web 2.0Web 2.0

34. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Web 2.0 – Social NetworkingWeb 2.0 – Social Networking

35. eTapestry is a Blackbaud Company
1,313
Friends
12,309
Friends
18,047
Friends
25,037
Friends
2. Relationship Building:2. Relationship Building:
Web 2.0 – Social NetworkingWeb 2.0 – Social Networking

36. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Web 2.0 - RSSWeb 2.0 - RSS

37. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Web 2.0 - RSSWeb 2.0 - RSS

38. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Web 2.0 - PodcastsWeb 2.0 - Podcasts

39. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Web 2.0 – Message BoardsWeb 2.0 – Message Boards

40. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Web 2.0 - WikipediaWeb 2.0 - Wikipedia

41. eTapestry is a Blackbaud Company
Peer Fundraising Online
2. Relationship Building:2. Relationship Building:
Web 2.0 – Personal Fundraising PagesWeb 2.0 – Personal Fundraising Pages

42. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising

43. eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:
Web 2.0 – Shopping CartWeb 2.0 – Shopping Cart

44. eTapestry is a Blackbaud Company
 Average volunteer sends over 30 emails
 One in four emails sent by a volunteer results
in a donation
 Average online event gift is $59 which is a
50% increase over the average off-line gift
 Many volunteers reach their stated FR Goal!
2. Relationship Building:2. Relationship Building:
Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising
Results:Results:

45. eTapestry is a Blackbaud Company
How do you know which donors are loyal?
Which are accessible?
Which feel trapped?
Which are at risk?
3. Donor Loyalty
Questions

46. eTapestry is a Blackbaud Company
3. Donor Loyalty
Why Measure?Why Measure?
• More NP’s Equal More CompetitionMore NP’s Equal More Competition
• Appropriate Donor Strategy is EasierAppropriate Donor Strategy is Easier
• Donors Expect MoreDonors Expect More
• Everyone Loves to Provide Their OpinionEveryone Loves to Provide Their Opinion

47. eTapestry is a Blackbaud Company
3. Donor Loyalty

48. eTapestry is a Blackbaud Company
- Value/Strategic Fit +-Loyalty+
Value Creators
Grow
Value Sustainers
Harvest
Value Detractors
Replace
Value Opportunities
Convert
3. Donor Loyalty

49. eTapestry is a Blackbaud Company
A donor’s loyalty
level is indicated on
the search screen
3. Donor Loyalty

50. eTapestry is a Blackbaud Company
4. Donor Loyalty
57%2%
17% 23%
n = 1 n = 27
n = 11n = 8
n =55 accounts8 donors are at risk
Representing $.21 million
27 donors are secure
Representing $.86 million
11 donors are trapped
Representing $.21 million
16%16% 16%16%
0%0% 67%67%

51. eTapestry is a Blackbaud Company
 Retaining Current Donors is Job # 1
 Knowing Where to Focus is Essential
 Avoidance of Lapsed Donors is Huge
 “Keep your Friends Close”
3. Donor Loyalty

52. eTapestry is a Blackbaud Company
4. Community Building
Donor Login
 Like it or Not You are Now Open 24/7
 Community Involvement Creates Web Site
Stickiness!
 Your Mission Communication is Enhanced
 Constituent Bonding is Stronger

53. eTapestry is a Blackbaud Company
4. Community Building
Donor Login

54. eTapestry is a Blackbaud Company
Keith Davis
5. Community Building
Donor Login

55. eTapestry is a Blackbaud Company
4. Community Building
Donor Login

56. eTapestry is a Blackbaud Company
4. Community Building
Donor Login

57. eTapestry is a Blackbaud Company
5. Web Site Optimization
 If Relationships are Built on
Communications . . .
 Basic Parameters are Driven by Common Sense
 A Few Key Changes can Make a Huge
Difference
 Leverage Partners who KNOW the Non Profit
Sector

58. eTapestry is a Blackbaud Company
Both are Masters of Multi-Channel Marketing!
5. Web Site Optimization
Be Like Martha or Oprah

59. eTapestry is a Blackbaud Company

60. eTapestry is a Blackbaud Company

61. eTapestry is a Blackbaud Company
E-Mail
PrintOther Tools
An Integrated Strategy
In Person
Meetings
Phone
Events
Blogs
Text Messaging
Social Networking Sites
Your Web Site
5. Web Site Optimization

62. eTapestry is a Blackbaud Company
 What are the goals?
 How will we measure success?
 What are the specific tactics?
 Do we need any new tools or assistance?
 Who is responsible for what?
 Is everyone on the same page?
5. Web Site Optimization:
Start with a Plan

63. eTapestry is a Blackbaud Company
“There’s no better,
faster, easier and
cheaper place to
gather folks of like
minds than a Web
site.”
Carrie Johnson, Senior Analyst
Forrester Internet Research
5. Web Site Optimization

64. eTapestry is a Blackbaud Company
5. Web Site Optimization:
Before and After

65. eTapestry is a Blackbaud Company
 DMA Privacy Policy
Generator: Answer 16
Questions and a Privacy
Policy will be generated for
your website
http://www.the-dma.org/privacy/creating.shtml
5. Web Site Optimization:
Privacy

66. eTapestry is a Blackbaud Company
6. Web Site Optimization:
Needle in a Needle Stack

67. eTapestry is a Blackbaud Company
5. Web Site Optimization:
Keeping it Simple
Advanced Email
Database
Ecommerce
Website

68. eTapestry is a Blackbaud Company
INTEGRATION is the KEY!
5. Web Site Optimization:
Next Steps

69. eTapestry is a Blackbaud Company
Sept Oct Nov. Dec
E-Newsletter 9/15 10/15 11/15 12/15
Pre Telemarketing
e-mail
9/20
TM campaign starts 10/1
Year end direct mail 11/20
Year End E-Mail hits 1
and 2
12/20 /
12/28
5. Web Site Optimization:
Example Plan

70. eTapestry is a Blackbaud Company
 Does it accept donations by credit card? 94%
 Does it have a blog? 53%
 If you have a blog, can readers comment on it? 54%
 If you have a blog, does it have links to other blogs 52%
 Do you post any videos on your website? 75%
 Do you have podcasts on your website? 32%
 Do you host message boards? 22%
 Do you provide an RSS feed to your website? 29%
• Overbrook Foundation Survey of Human Rights NPO’s in
2007
5. Web Site Optimization:
Web Site Integration

71. eTapestry is a Blackbaud Company
Mention Benefits &
Ease Of Online
Contributions
6. Web Site Optimization:
Integrate on and off line appeals

72. eTapestry is a Blackbaud Company
5. Web Site Optimization:
Use eMail & direct mail together

73. eTapestry is a Blackbaud Company
 Plan
 Take an Integrated Approach
 Timely & Focused - Act Quickly When Needed
 Test Something New All The Time
 “SHOP” Others
 Think Targeted One-To-One Marketing
 People Give to People
 Have Fun!!!!
5. Web Site Optimization:
Keys to Success

74. eTapestry is a Blackbaud Company
"Do one thing every day
that scares you."
– Eleanor Roosevelt
"We have a strategic plan.
It's called doing things."
– Herb Kelleher
5. Web Site Optimization

75. eTapestry is a Blackbaud Company
5. Web Site Optimization:
Oprah & Martha would be proud

76. eTapestry is a Blackbaud Company
Epilogue
10 Technology Resolutions for
2008
Sarah Robbins
Director of Emerging
Technologies
Mediasauce

77. eTapestry is a Blackbaud Company
1. Set up a Gmail Account

78. eTapestry is a Blackbaud Company
2. Post Pics to Flickr

79. eTapestry is a Blackbaud Company
3. Try a Microblog

80. eTapestry is a Blackbaud Company
4. Create a Google Alert

81. eTapestry is a Blackbaud Company
5. Set Up an RSS

82. eTapestry is a Blackbaud Company
6. Share a YouTube Video

83. eTapestry is a Blackbaud Company
7. Really Use Your Cell Phone
(Send a text or a video)

84. eTapestry is a Blackbaud Company
8.8. Join a Social Network

85. eTapestry is a Blackbaud Company
9. Share PowerPoint Slides
(Save a tree or two!)

86. eTapestry is a Blackbaud Company
10. Play a Video Game

87. eTapestry is a Blackbaud Company
Thank you!
Cate Shaffer
Account Executive
Cate.Shaffer@etapestry.com
(317) 336-3967