October 24th, 2012 - Webinar - SEM Forecasts & Strategies for 2012 Holidays
Cate's Feb 24th Internet Strategies Webinar
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A Blackbaud Company Cate Shaffer eTapestry What’s New Online?? Internet Strategies to Build Success
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Transcript of Cate's Feb 24th Internet Strategies Webinar
A Blackbaud Company
Cate ShaffereTapestry
What’s New Online??
Internet Strategies
to Build Success
A Blackbaud Company
Your organization
Staff
Board
Volunteers
Time
Money
Clients
Partners
Competitors
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 Brinzel
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The Rules
Still Apply(It’s all about
relationships…not technology)
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*Estimates provided by ePhilanthropy Foundation
$0$1,000$2,000$3,000$4,000$5,000$6,000$7,000$8,000$9,000
1999 2001 2003 2005
$Mil (USD*)
Estimate of Giving in 2001 = $550 millionEstimate of Giving in 2002 = $1.1 BillionEstimate of Giving in 2003 = $1.9 BillionEstimate of Giving in 2004 = $2.62 BillionEstimate of Giving in 2005 = $4.53 BillionEstimate of Giving in 2006 = $8.15 BillionEstimate of Giving in 2007 = $10.4 Billion
Online Giving Estimates*Online Giving Estimates*
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Individuals$229.03 74.8%
FoundationsFoundations$38.52$38.52 12.6% 12.6%
BequestsBequests$23.15 $23.15 7.6% 7.6%
CorporationsCorporations$15.69$15.695.1%5.1%
2007 charitable giving Total = $306.39 billion
Source: Giving USA Foundation – AAFRC Trust for Philanthropy
A Blackbaud Company
“If you want milk from a cow, you don’t send it a letter.”Jerry Panas
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Email vs Letter Relationship Building
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Know the DIFFERENCE
How To Succeed OnlineHow To Succeed Online
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Be Like Martha or Oprah
Both are Masters of Multi-Channel Marketing!
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PrintOther Tools
Use All Your Tools Together
An Integrated Strategy
In Person Meetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
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Start With A Plan• What are the goals? (fundraising, relationship, etc)
• How will we measure success? – # of gifts, size of gifts, where the gifts come from, increase event attendance
• What are the specific tactics?– Email, newsletter, event invites, personal meetings, phone solicitation
• Do we need any new tools or assistance?– Database, Technology, Mail House, Gift Entry, Volunteers
• Who is responsible for what?• Is everyone on the same page?
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“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
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Power 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
39% 37%
23%
9%
20%
37%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
DonatedOffline
PetitionOnline
ReferredFriend
PetitionOffline
DonatedOnline
VolunteerOffline
VolunteerOnline
Web Visitors
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A “before” and “after” example
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Privacy
• 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
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Needle in a Needle StackNeedle in a Needle Stack
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Advanced Email
Database
Ecommerce
Website
Keeping it simple
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INTEGRATION is the KEY!
Next Steps
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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
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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!
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“He that is good with a hammer tends to think everything is a nail.”
-Abraham Maslow
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Integrate Online and Offline Appeals
Mention Benefits & Ease Of Online Contributions
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Use E-Mail & Direct Mail Together
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Email Telemarketing
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A Targeted Approach
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E-Mail KEY Functions
Tracking: bounces, opens, click-throughs
Deliverability: Full-time 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 editorSubscription management: automated unsubscribe or opting out
link
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Personalized Fundraising PagesPeer Fundraising Online
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Results: Personalized Event Fundraising
• Average volunteer sends over 30 emails• One in four emails sent by a volunteer results in
a donation• Average online gift is $59 which is a 50%
increase over the average off-line gift• Many volunteers reach their stated FR Goal!
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Personalized Event Fundraising
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Build a Community
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Keys To Success
• Plan• Take an Integrated Approach • Timely & Focused - Act Quickly When Needed • Test Something New All The Time• Get “Buy In” Organization-Wide• Think Targeted One-To-One Marketing• People Give to People
• Have Fun!!!!
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What it is and What it Can What it is and What it Can Mean to Your Mean to Your Organization?Organization?
Web 2.0
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Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0Web 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.
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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 wires, Web 2.0 is about wireless • Web 1.0 was about owning, Web 2.0 is about sharing • Web 1.0 was about web forms, Web 2.0 is about web applications • Web 1.0 was about dialup, Web 2.0 is about broadband
Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
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Demographics of Demographics of Internet UsersInternet Users
Educational AttainmentEducation Level Percentage
College + 95%
Some College 85%
High School 67%
Less than High School 35%
Source: Pew Internet & American Life Project, 2006
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Online Video Use has ExplodedOnline Video Use has Exploded
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Key Take-awaysKey Take-aways 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
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"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
"A lot of our successes don't have anything to do with anything our executives
thought were a good idea."
– Sergey Brin, Google
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Social Networking Boom
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Social Networking Boom
1,313
Friends
12,309
Friends
18,047
Friends
25,037
Friends
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Social Networking
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Social Networking & Video
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Go to Them (e.g. RSS)
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RSS in Action
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Video
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Podcasts
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Message BoardsMessage Boards
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Wikipedia Exposure
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"Do one thing every daythat scares you."
– Eleanor Roosevelt
"We have a strategic plan. It's called doing things."
– Herb Kelleher
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Oprah, Would be Proud!
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Martha, Would be Proud!
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Other Successes . . .
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Other Successes . . . .
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"A year from now you maywish you had started today."
– Karen Lamb
"If you could do tomorrowover again, would you?"
– Seth Godin
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Keys To Success• Plan• Take an Integrated Approach • Timely & Focused - Act Quickly When Needed • Test Something New All The Time• Get “Buy In” Organization-Wide• Think Targeted One-To-One Marketing• People Give to People
• Have Fun!!!!
A Blackbaud Company
Epilogue
10 Technology Resolutions for 2008
Sarah Robbins Director of Emerging Technologies Mediasauce
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1. Set up a Gmail Account
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2. Post Pics to Flickr
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3. Try a Microblog
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4. Create a Google Alert
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5. Set Up an RSS
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6. Share a YouTube Video
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7. Really Use Your Cell Phone(Send a text or a video)
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8.8. Join a Social Network
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9. Share PowerPoint Slides(Save a tree or two!)
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10. Play a Video Game
