A for fundraisers

What we do• Fundraising – marketing, comms, service delivery and operations• Independent tech advice – CRM, digital, web, integrations• Digital – strategy, skills, tech, training• CRM – Salesforce CRM Service Cloud, SalesCloud, Marketing Cloud• Database –Raiser’s Edge• Data & Analytics – reporting, data, supporter journeys

Charities of all sizes & focus, including: International

Agenda

• Fundraising technology – the basics• Case study – Slovenian Bible Society• Workshop – what do you think you need?• Digital technology for fundraising – key trends• Towards an action plan –top tips

What is a digital first organisation?

• Definition • Digital first/by default/transformation• Examples - video?• Hallmarks

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• The reach of mobile and interactivity of social mean that digital is not just another channel for marketing.

• Digital requires a new approach to communications and customer behaviour

• Digital success is about culture change more than technology

Dr Aleksej Heinze

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Source: Give as you Live Digital Donor Review

Erik Qualman

• Digital is founded on the premise of building relationships

• But supporters now own the conversation, and it can be very public. The balance of power has changed.

• Digital is about engaging with supporters where they are, on their terms and in in response to their interests.

• In other, words, it’s just like old fashioned fundraising!

key for fundraisers

SNA

Terminal

Mainframe LAN / WAN

Client

Server

LAN / WAN

Client

Server

Thousands customer interactions

connected thingsBillions Trillions

LTE

Mobile

Cloud

Millions

is your

good enough?

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Contact managementFundraising – individualsVolunteer management

Fundraising – major donorsFundraising –

government/statutory

WebsiteOnline donations

Online eventsSMS messagingEmail marketing

Social media

Multi-lingualMulti-currency

Ease of useCloud based

Browser basedCost effective

Low MaintenanceEase of integration

Who are our supporters?

Who are my best donors?

What emails have we sent them?

How well do our emails perform?

Which volunteers are available?

Manage online communities

What are your key statistics?

Case Study

United Bible Societies

The United Bible Societies (UBS) is a worldwide association of Bible societies. In 1946 delegates from 13 countries formed the UBS, as an effort to coordinate the activities of the Bible societies.

The UBS has 146 member societies, working in more than 200 countries and territories.” Source: Wikipedia

“Together, they are the biggest translator, publisher and distributor of the Bible in the world. They are also active in areas such as literacy training, HIV and AIDS prevention and disaster relief” Source: UBS website

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Technology Needs

1. UBS Global Mission Team – wanted to build fundraising capabilities and capacity at national bible societies

2. UBS Global Mission Team – wanted to have a technology tool to recommend to national bible societies

3. Different working styles, different tech skills, different data security laws

4. Pilot project – needed one bible society – Slovenia - to use the technology first – then encourage others to use it.

Methodology

Scale

• # of staff• # of contacts• Fundraising

complexity• Tech skills

Requirements

• Contact management

• Donations• Email

marketing• Events • Volunteers

Technology

• Database• Email tools• Online

payments• Ecommerce

Easier to identify needs for 3 categories than 146 separate organisations

Individual organisations can still add their own elements – e.g. language, reports

Helps identify an organisation to act as a pilot project for each category – advanced, medium and basic – e.g. Slovenia

Helps individual organisations understand who their peers are – e.g. Slovenia, Hungary & Croatia

Why we adopted this approach

Localised functional requirements

Three categories

Type A: Evolving

• 50 + staff• 50,000 + contacts• Large fundraising

team• Existing database

systems

• Excluded from this project?

Type B: Engaging

• 10 to 50 staff • 5,000 to 50,000

contacts• 5 staff in fundraising• Microsoft

Excel/Access database

Type C: Emerging

• Less than 10 staff• Less than 5000

contacts• Very small

fundraising team• No database

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Technology

Key features considered• Multi language and multi-currency• Events• Social media• Payment processes• Online pages and member portal

• Scale-able for all categories

Benefits for the

• Data integration - all contacts in one place! • True picture of support and engagement• Reduction in duplication of effort• Improvement in communications to supporters

• Data quality – improved ability to record details on donations, information on volunteers, communication history

• Access & Usability – available anywhere on any device, improved reporting and access to information, easy to use!

• Just the beginning – build and develop for other areas – Events, eCommerce, and integration of Social Media and Finance system.

what do you think you need ?

key trends

Trend 1: non-profit technology -cheaper/quicker/easier

Trend 2: donor journeys in the real world

Trend 3: bringing your stakeholders together

Trend 1

How modern non-profit technology tools are cheaper and easier to integrate than ever before

Disintegration

Subscriptions

Content Management System

Data import layer

API

Political & media

Online Advocacy

Campaign emails

Petitions

MPs

Off-line capture

Data house

Bulk Email

Payments

Retail

Help desk

Opera-tions

HR

Survey

Volun-teers

Fin-ance

Text donation

Social media

monitor and

broadcast

Website

Donor databaseEvents | Organisations |

Volunteers | Donors

IoF National Convention 2013 40

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Disintegration issues• Manual intervention – rekeying of data between different systems,

exports/imports etc.

• Duplicated data for bookings, payments, ecommerce, internal communication etc.

• Clunky and ineffective user experiences

• Difficult to monitor and report on impact and outcomes

• Data split across all operations – difficult to leverage customer data for communications and marketing

• Frustrated, unhappy users

Website

Political & media

Online Advocacy

Campaign emails

Petitions

MPs

Bulk Email

Bulk email

Segmentation

Newsletter Design

Fin-ance

Online MarketingOnline Portals | Donor

Journeys | Events & P2P | E-commerce

Data WarehouseContacts | Organisations | Relationships

API Data Tools

Help desk

Volun-teers HRRetail

Operations

Social monitor

and Broadcast

Data Analytics

& ReportingDonor databaseEvents | Organisations |

Volunteers | Donors

Content Management System

Forms | News | Forums

CRM Platform

API

Data Import Layer

Off-line capture

Text donationData house

Trend 2:

How new marketing automation tools help you nurture your donors effortlessly

From transactional to relational

Personal RecommendationsPersonal ExpertisePersonal Service

Anonymous ConsumerTransactions

Identifiable CustomerJourneys

What could this look like for a Red Cross supporter?

Donates to emergency appeal Send

Thank You email

Opens email

Makes a booking

Clicks on links to articles

2nd

email -update

Closes email

Sees articles based on previous clicks

Sees a request to give blood

Attends session

Automated

Customer Behaviour

3rd

Email How was the event?

Invite to join online community

Clicks link and joins online community

Visits website and makes a recurring gift

4th EmailLocal engagement

Shares news of projects in local area

Links to content with donate links

What could this look like for a Red Cross supporter?

Engaged | Inspired | Active and happy to be a part of a community

From email address to Engaged | Inspired | Active with a few clicks

Visits website and makes a recurring gift

in actionat

Donors Choose

Marketing Automation in action at Donors Choose

Trend 3:

How modern tools bring together data silos, bring your donors closer to your projects, and help you develop trust and transparency with your donors

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People and teams working in Isolation

ProgrammesProgramme monitoring

& evaluation

Grant recipients

Case management

Call centres

Advocacy

MarketingMulti-channel

Email

Marketing automation

Forums

Social media

FundraisingDonor management

Events

Volunteers

Government/Trust

funding

together at the

American Red Cross

1. Find out the basics

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How many of your supporters open your emails?

How many volunteers do you have?

Where can you find

information about your

supporters?

How do your volunteers prefer to register for

opportunities?

2. Engage and involve

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Find a great video on

digital and show it to

your boss

Map your digital tools – how do they fit with your database?

3. Remember …

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Share ideas and learning with other

colleagues & Societies

Join a new social network and explore

the potential

Identify your own skills –

what can you do to

develop?

Regularly read around charity blogs– new trends

take off quickly

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Next Generation Fundraising

Whitepaper on Digital Fundraising

http://purple-vision.com/whitepaper/next-generation-fundraising-salesforce-crm/

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Get Digital!Whitepaper on digital integration – the why, how and when. Also looks at popular tools and integrations

http://purple-vision.com/whitepaper/get-digital-crm-x-digital-integration/

questions?comments?

ideas?T: +44 (0)845 458 0250E: info@purple-vision.comW: www.purple-vision.comTw: @purple_vision