the new world of web communications

eTapestry is a Blackbaud Company

Jay Love, ePMT

Co-Founder and CEO

The New World of Web Communications:

Internet Tools for Relationship Building

eTapestry is a Blackbaud Company

“We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet, and charitable giving is a logical progression.”

Paul Saffo Director of the Institute for the Future.

Photo credit: Sorin Brinzei

eTapestry is a Blackbaud Company

The Rules Still Apply

(It’s all about relationships…not technology)

eTapestry is a Blackbaud Company

2006 Contributions: $295 Billion

Source: Giving USA Foundation – AAFRC Trust for Philanthropy

83% of All Monies Given by Individuals!83% of All Monies Given by Individuals!

eTapestry is a Blackbaud Company

Know the Difference

How To Succeed OnlineHow To Succeed Online

eTapestry is a Blackbaud Company

Gen Y

(18-27)

Gen X

(28-41)

Young Boomers

(42-51)

Older Boomers

(52-62)

Seniors

(63+)

Reading Newspapers (not online)

1.2 1.7 2.8 3.6 5.1

Reading Magazines (not online)

1.7 2.0 2.1 2.4 3.1

Playing Video Games 4.3 2.0 1.1 1.1 1.1

Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8

Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3

Watching TV10.4 11.3 12.5 13.7 14.3

Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7

Average Hours Spent Per Week:Source: Forrester Research 2007

eTapestry is a Blackbaud Company

Demographics of Internet Users

Demographics of Internet Users

Educational AttainmentEducation Level Percentage

College + 91%

Some College 84%

High School 64%

Less than High School 40%

Source: Pew Internet & American Life Project, 2006

eTapestry is a Blackbaud Company

Demographics of Internet Users

Demographics of Internet Users

Annual Household IncomeIncome Level Percentage

$75,000+ 91%

$74,999 – $50,000 86%

$49,999 – $30,000 80%

Less than $30,000 53%

Source: Pew Internet & American Life Project, 2006

eTapestry is a Blackbaud Company

Why Now?Why Now?

Most Popular Online Activities

Number of Participants

Source: Pew Internet & American Life Project, 2005

182M

169M

157M

155M

145M

135M

22M

eTapestry is a Blackbaud Company

*Estimates provided by ePhilanthropy Foundation

Estimate 2001 = $550 millionEstimate 2002 = $1.1 BillionEstimate 2003 = $1.9 BillionEstimate 2004 = $2.62 BillionEstimate 2005 = $4.53 BillionEstimate 2006 = $8.15 BillionEstimate 2007 = 15.77 Billion

*The United States represents slightly more than ½ the Global Online Philanthropic Market

Online Giving Estimates*Online Giving Estimates*

eTapestry is a Blackbaud Company

Key TakeawaysKey Takeaways

The Internet is not just for kids anymore

The Internet is used by the educated and engaged

The Internet is not just for downloading music and fantasy football

The Internet is used by your constituents…or

someone else's

eTapestry is a Blackbaud Company

Be Like Martha or Oprah Be Like Martha or Oprah

Both are Masters of Multi-Channel Marketing!

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools

An Integrated Strategy

In Person Meetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site

eTapestry is a Blackbaud Company

Start With A PlanStart With A Plan

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?

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

eTapestry is a Blackbaud Company

Power Of Your Web SitePower Of Your Web Site

More than 50% said that they would NOT have taken further action if they had not first visited charity Web site

Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation

eTapestry is a Blackbaud Company

A “before” and “after” example A “before” and “after” example

eTapestry is a Blackbaud Company

PrivacyPrivacy

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

eTapestry is a Blackbaud Company

Needle in a Needle StackNeedle in a Needle Stack

eTapestry is a Blackbaud Company

Breakthrough the ClutterBreakthrough the Clutter

eTapestry is a Blackbaud Company

Keeping it simple

Prospect Website

Gather InformationUse Email

Database

eTapestry is a Blackbaud Company

INTEGRATION is the KEY!

Next Steps

eTapestry is a Blackbaud Company

Example Plan

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

eTapestry is a Blackbaud Company

The Message &

The Medium

The Message &

The Medium

Each medium has a style that works best Audiences are different Messages don’t need to be identical Develop campaigns or themes Test!

eTapestry is a Blackbaud Company

Integration on Web SitesIntegration on Web Sites

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

eTapestry is a Blackbaud Company

Integrate Online and Offline

Appeals

Integrate Online and Offline

Appeals

Mention Benefits & Ease Of Online Contributions

eTapestry is a Blackbaud Company

Use E-Mail & Direct Mail

Together

Use E-Mail & Direct Mail

Together

eTapestry is a Blackbaud Company

Email TelemarketingEmail Telemarketing

eTapestry is a Blackbaud Company

Personalized Fundraising PagesPeer Fundraising Online

Personalized Fundraising PagesPeer Fundraising Online

eTapestry is a Blackbaud Company

Results: Personalized Event Fundraising

Results: Personalized Event Fundraising

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!

eTapestry is a Blackbaud Company

Personalized Event Fundraising

Personalized Event Fundraising

eTapestry is a Blackbaud Company

Personalized Event Fundraising

Personalized Event Fundraising

eTapestry is a Blackbaud Company

Build a CommunityBuild a Community

eTapestry is a Blackbaud Company

Build a CommunityBuild a Community

eTapestry is a Blackbaud Company

Build a CommunityBuild a Community

eTapestry is a Blackbaud Company

Keys To SuccessKeys To Success

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!!!!

eTapestry is a Blackbaud Company

What it is and What it Can What it is and What it Can Mean to Your OrganizationMean to Your Organization

Web 2.0

eTapestry is a Blackbaud Company

Web 1.0 vs. Web 2.0Web 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.

eTapestry is a Blackbaud Company

Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0

eTapestry is a Blackbaud Company

Web 2.0 BuzzwordsWeb 2.0 Buzzwords

eTapestry is a Blackbaud Company

Source: The Wall St. Journal , 2006

Online Video Use has

Exploded

Online Video Use has

Exploded

eTapestry is a Blackbaud Company

Fun VideoFun Video

eTapestry is a Blackbaud Company

Video is EasyVideo is Easy

eTapestry is a Blackbaud Company

Video is Faith BasedVideo is Faith Based

eTapestry is a Blackbaud Company

"Build, learn, and make mistakes as you go – you'll know more about what you're doing as you're doing it, instead of before you do it."

– Jason Fried, 37 Signals

eTapestry is a Blackbaud Company

Social Networking BoomSocial Networking Boom

eTapestry is a Blackbaud Company

Social Networking BoomSocial Networking Boom

1,313

Friends

12,309

Friends

18,047

Friends

25,037

Friends

eTapestry is a Blackbaud Company

7 Tips for Successful Social Network

Campaigns

7 Tips for Successful Social Network

Campaigns

1. Meet people where they are

2. Leverage network partners

3. Be everywhere you can, but prioritize

4. Keep on top of you costs

5. Be prepared for the BIG moment

6. Let the community take over your message

7. Keep calls to action SIMPLE

Christine.net 2007 by Christine Herron

eTapestry is a Blackbaud Company

Social Networking and

Video

Social Networking and

Video

eTapestry is a Blackbaud Company

Widgets on Social SitesWidgets on Social Sites

eTapestry is a Blackbaud Company

Go to Them (e.g. RSS)Go to Them (e.g. RSS)

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

RSS in ActionRSS in Action

eTapestry is a Blackbaud Company

VideoVideo

eTapestry is a Blackbaud Company

PodcastsPodcasts

eTapestry is a Blackbaud Company

Easy to Learn HowEasy to Learn How

eTapestry is a Blackbaud Company

Message BoardsMessage Boards

eTapestry is a Blackbaud Company

Wikipedia ExposureWikipedia Exposure

eTapestry is a Blackbaud Company

"Do one thing every daythat scares you."

– Eleanor Roosevelt

"We have a strategic plan. It's called doing things."

– Herb Kelleher

eTapestry is a Blackbaud Company

Oprah or Martha Would be Proud!Oprah or Martha Would be Proud!

eTapestry is a Blackbaud Company

Oprah or Martha Would be Proud!Oprah or Martha Would be Proud!

eTapestry is a Blackbaud Company

"A year from now you maywish you had started today."

– Karen Lamb

eTapestry is a Blackbaud Company

EpilogueEpilogue

10 Technology Resolutions for 2008

Sarah Robbins

Director of Emerging Technologies

Mediasauce

eTapestry is a Blackbaud Company

1. Set up a Gmail Account1. Set up a Gmail Account

eTapestry is a Blackbaud Company

2. Post Pics to Flickr2. Post Pics to Flickr

eTapestry is a Blackbaud Company

3. Try a Microblog3. Try a Microblog

eTapestry is a Blackbaud Company

4. Create a Google Alert 4. Create a Google Alert

eTapestry is a Blackbaud Company

5. Set Up an RSS5. Set Up an RSS

eTapestry is a Blackbaud Company

6. Share a YouTube Video6. Share a YouTube Video

eTapestry is a Blackbaud Company

7. Really Use Your Cell Phone(Send a text or a video)

7. Really Use Your Cell Phone(Send a text or a video)

eTapestry is a Blackbaud Company

8. Join a Social Network8. Join a Social Network

eTapestry is a Blackbaud Company

9. Share PowerPoint Slides(Save a tree or two!)

9. Share PowerPoint Slides(Save a tree or two!)

eTapestry is a Blackbaud Company

10. Play a Video Game10. Play a Video Game

eTapestry is a Blackbaud Company

Thank you!Thank you!

Jay B. Love, ePMTCo-Founder and CEO

jay.love@etapestry.com

http://www.savefile.com/files/1512163