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Embracing Technology

as a Nonprofit:

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4 Easy Steps

Kristina Pelly

Regional Account Executive, eTapestry Division of

Blackbaud

6.15.11

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HOW IS THE ECONOMY AFFECTING GIV ING?HOW IS THE ECONOMY AFFECTING GIV ING?

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AGENDAAGENDA

1. Website Optimization2. eCommerce

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3. Database

4. E-mail

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WEB SITE OPT IMIZAT IONWEB S ITE OPT IMIZAT ION

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Web Site Optimization:Before, After, and After!Web Site Optimization:

Before, After, and After!

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1. Learn from your content

(Start with Google Analytics)

2. Make your content easy to consume(Always offer RSS feeds in addition to various subscribe options

Keys to Building a Successful Web SiteKeys to Building a Successful Web Site

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.(Be brave enough to blog, show responses, share viewpoints, and utilize forums.

4. Make your site easy to findMust have a social web presence!

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Google Grants/Sponsored LinksGoogle Grants/Sponsored LinksHow toHow to

increase your web presence/visibilityincrease your web presence/visibility

Google Grants/Sponsored LinksGoogle Grants/Sponsored LinksHow toHow to

increase your web presence/visibilityincrease your web presence/visibility

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Theyre at your website, nowwhat do they do?

1. Can they engage?

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2.2. Can they add content? (Web 2.0)Can they add content? (Web 2.0)

3. Can they give or volunteer?Your goal to get something from them!

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REAL LIFE S TORY VIA THE N EW YORKREAL LIFE S TORY VIA THE N EW YORK

TIMESTIMES

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WEB SITE STORY CONTINUEDWEB SITE STORY CONTINUED

Charity: water

* 11 Employees

* 500,000 Followers

on Twitter

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* 500 Donors Coverall Admin Costs

* Donors can Locate

Their Well on Web

via Google Earth

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WEB SITE STORY CONTINUEDWEB SITE STORY CONTINUED

Charity: water

* Raised $250,000

via Twitterfest* Raised $965,000

via Sept. Birthdays

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* Tons of Video* Easy to Engage

* Giving is Joyous

* Infectious withYouth/Boomers!

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charity: watercharity: water1. Was the $250,000 raised via Twitter the key

fact?

2. Was the $975,000 raised from Sept. birthdays

the key fact?

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3. Is the way they have harnessed web/videotechnology the key?

4. How about how they show impact via Google

Earth?

Communicating daily w/ 500,000+ followers!

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Collecting information on your website

Ecommerce / Online Giving

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Shopping Cart

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E C O M M E R C E & O N L I N E G I V I N G

Important Functions of your Online DonationPage:

Integrates directly into donor database

Requires no additional manual entry

Customizable

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Is your website and database integrated?

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E C O M M E R C E & O N L I N E G I V I N G

Can we

take it tothe nextlevel?

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Volunteers?

Events?

Sponsors?

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O N L I N E G I V I N G W I T H R E C U R R I N G G I F T S

Recurring Gifts

Donors become investors

Steady stream of incoming funds

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Larger amounts in total Amounts are more manageableby the donors

Key ingredient to sustaining longterm donors and constituent loyalty

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MATCHIN G GIFTS

Does your organization

have a Matching GiftCampaign?

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companies in your areahaving a Matching Giftpolicy?

How do you track whichdonors work for a MatchingGift corporation?

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PERSONAL FUNDRAISING

Give your volunteers and members theopportunity to JOIN you in fundraising forthe mission.

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Capture the information of everyone whodonates for future solicitation.

Does not have to be event related.

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PERSONAL FUNDRAISING Volunteers send an average of 40 emails.

Almost all volunteers meet their fundraising goals.

The average online donation through personal fundraising is $57.

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Source: Kintera

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SHOPPING CART

Items/Tickets

Customizable

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Shipping/Tax

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SHOPPING CARTCapture demographical and purchase information.

Personally manage items and inventory directly from the database.

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RELATIONSHIPS

How would tracking relationships increase your fundraisingsuccess?

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REPORTING

How does your organization identifyLapsed Donors?

Can you run a report to tell you whothe Top 10 donors are in your

LYBUNT

Last Year but Not This Year

SYBUNT

Some Year but Not This Year

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REPORTING

How do this years donors compare to last years?

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ON THE ROADDoes your organization have multipleoffices?

Can you access your organizational

data from anywhere?How do you track notes from majorgift visits or events?

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What needs do your organization have for accessing yourdevelopment database?

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Why Has Email Become So Important?

People are busythey want to

communicate/interact on theirown time

Email is inexpensiveor at least it

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seems a way

Email provides instant accessto friends and supporters

Email is measurable

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Reads email before snail mail

More comfortable online

Busy, satisfies interests on own schedule

Ex ects information to be ersonalized

Todays Supporter

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Expects immediate feedback

Wants a way to shareexperiences with others online

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GROW YOUR L IST ONLINE

Include subscription

links in email signatures Use Search Engine Optimization to increase traffic and

subscriptions

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Investigate alliances or partnerships with similar orcomplementary organizations to reach common supporters

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G R O W YO U R L I ST O F F L I N E

Ask for email addresses at

every touch point Instruct staff to capture email

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appropriate

Include your website addresson all printed materials

Offer an incentive to register (contest, raffle) tocollect emails

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NOW THAT I HAVE PERMISS ION

Hook them early, and keep them

engaged over time

Optimize the welcome message

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Send follow up message within aweek (or less)

After a few months of active email, survey lists to see if you

are meeting expectations

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WHY SE GMEN TATION I S IMP ORTANT

Segmentation breaks your

audience into manageable parts

If the goal is building relationships,

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e ps o now w o you are a ng o

Segmenting your list will lead to more targeted messages

If you dont segment, you are treating every one of yourrecipients like they are the exact same type of person

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HOW TO BE A GOOD SENDER In your messages, always include:

- The purpose; why you are sending it to thereader

- A clear way to unsubscribe.- Consider offering alternative ways to receive

emails, such as:

Receiving newsletters monthly vs. weekly

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Change of address (home vs. business email)- Link to your homepage

- Privacy policy

- Physical/street address of your organization

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HOW IMP ORTANT IS THAT HEADE R?

80% of respondents decide whetherto click on the "Report Spam" or"Junk" button without o enin the

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actual message 69% percent based the decision on the subject

line

Source: 2007 Email Sender and Provider Coalition (ESPC) study

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USE LAND ING PAGES TO INCREA SECONVERSIONS

So I got them to clicknow what?

Landing pages are a natural extension of email, regardlessof message

The goal of most landing pages is to persuade a visitor to

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Landing page effectiveness is measured by conversion rate

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EXAMPL E LANDIN G PAGE

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TAKE A LOOK IN THE MIRROR

How do you stack up?

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- Website- Database

- E-mail/Communications

- eCommerce

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WHAT NOW?

Plan

Make it a priority

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- Set Aside Time for Review- Add to Board Agenda

- Seek ProfessionalAssistance

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R ESO U R C ES

Blackbaud Raising Money During Challenging Times

Gettin Started with Goo le Anal tics

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LotusJump Website Marketing Made Easy

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QUESTIONS?

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THANKS!

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Kristina Pelly

Kristina.Pelly@blackbaud.com

(317)336-3942