Case Kentucky Presentation

eTapestry is a Blackbaud Company

Jay Love, ePMT

Co-Founder and CEO

Major Donors Evolve from Everywhere:

Internet Tools for Relationship Building


“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


Know the Difference

How To Succeed OnlineHow To Succeed Online


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


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


The Rules Still Apply

(It’s all about relationships…not technology)


A Quick Survey

What % of your names have email addresses

How many collect them on Web Site? Where?

How often do you communicate via mass email?Do you have a written email strategy?


Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools

An Integrated Strategy

In In Person Person MeetingsMeetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site


The eMail Sophisticated Organization:

1.Collects email addresses on multiple pages of their web site?

2.Regularly sends out one or more newsletters via email

3.Can and does survey constituents

4.Can raise funds via email


10 Tactics for Avoiding Spam Filters

10 Tactics for Avoiding Spam Filters

1. Use a commercial email service (database tie in is best)

2. Don’t use bright or crazy fonts

3. Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!

4. Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc

5. Make sure your WYSIWYG creates CLEAN HTML code

6. Keep graphics to a safe level, equal amount of text or more

7. Spell words properly

8. Always use the same “From”

9. ALWAYS include an “opt out” option

10. Communicate regularly


Example Landing PageExample Landing Page


Nine Email Design & Usage Tips

Nine Email Design & Usage Tips

1. Keep truly important items above the fold

2. Use testimonials on all sign-up pages

3. Ask subscribers to add your from address to their address book

4. The subject line will determine more opens than any other factor

5. Do not use images for vital headlines, links or calls to action

6. Keep emails below 50KB when possible

7. Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions)

8. Design knowing some email systems will turn images off

9. Develop your own writing style that readers will learn to love


Professional Email is Economical

Professional Email is Economical

5,000 emails $99 .02 25,000 emails $400 .016

50,000 emails $650 .013100,000 emails $1000 .01250,000 emails $2000 .008500,000 emails $2500 .005

Plus 3 - 20 times the success in delivery!


10 Tips for a Successful Email Strategy

10 Tips for a Successful Email Strategy

1. Do not buy email addresses

2. Use chaperoning instead of buying

3. Everyone is collecting addresses w/each daily actions (get 2)

4. Test and Survey (let them know their opinion counts!)

5. Keep calls to action SIMPLE

6. Use multiple landing pages on your web site

7. Link to and from Blogs and Social Network sites

8. Offer sharing or “tell a friend”

9. ALWAYS include an “opt out” option

10. Communicate regularly


Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools



Phone

Events


Your Web Site


“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


You’ve built a website…

…will they come?


They’re at your website, now what do they do?

1.Can they get something?

2.Can they do something?

3.Can they give something?

Your goal – to get something from them!


Video is EasyVideo is Easy


Keeping it simple

Prospect Website

Gather InformationUse Email

DatabaseDatabase


Question:

Should a Non Profit host it’s own web site?


Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools



Phone

Events


Your Web Site


INTEGRATION is the KEY!


Be Like Martha or Oprah Be Like Martha or Oprah

Both are Masters of Multi-Channel Marketing!


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


Start With A PlanStart With A Plan

What are the goals? How will we measure success? Do we need any new tools or assistance? Who is responsible for what?


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 Shop others Test!


Integrate Online and Offline

Appeals

Integrate Online and Offline

Appeals

Mention Benefits & Ease Of Online Contributions


Use E-Mail & Direct Mail

Together

Use E-Mail & Direct Mail

Together


Email TelemarketingEmail Telemarketing


Personalized Fundraising PagesPeer Fundraising Online

Personalized Fundraising PagesPeer Fundraising Online


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!


Build a CommunityBuild a Community


Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools



Phone

Events


Your Web Site


PodcastsPodcasts


EpilogueEpilogue

10 Technology Resolutions for 2008

Sarah Robbins

Director of Emerging Technologies

Mediasauce


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


2. Post Pics to Flickr2. Post Pics to Flickr


3. Try a Microblog3. Try a Microblog


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


5. Set Up an RSS5. Set Up an RSS


6. Share a YouTube Video6. Share a YouTube Video


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

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


8. Join a Social Network8. Join a Social Network


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

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


10. Play a Video Game10. Play a Video Game


Thank you!Thank you!

Jay B. Love, ePMTCo-Founder and CEO

[email protected]

Case Kentucky Presentation

Technology

Transcript of Case Kentucky Presentation