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A Blackbaud Company Cate Shaffer eTapestry What’s New Online?? Internet Strategies to Build Success
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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
A Blackbaud Company
The Rules
Still Apply(It’s all about
relationships…not technology)
A Blackbaud Company
*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*
A Blackbaud Company
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
A Blackbaud Company
Email vs Letter Relationship Building
A Blackbaud Company
Know the DIFFERENCE
How To Succeed OnlineHow To Succeed Online
A Blackbaud Company
Be Like Martha or Oprah
Both are Masters of Multi-Channel Marketing!
A Blackbaud Company
A Blackbaud Company
A Blackbaud Company
PrintOther Tools
Use All Your Tools Together
An Integrated Strategy
In Person Meetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
A Blackbaud Company
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?
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
A Blackbaud Company
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
A Blackbaud Company
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
A Blackbaud Company
Needle in a Needle StackNeedle in a Needle Stack
A Blackbaud Company
Advanced Email
Database
Ecommerce
Website
Keeping it simple
A Blackbaud Company
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
A Blackbaud Company
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!
A Blackbaud Company
“He that is good with a hammer tends to think everything is a nail.”
-Abraham Maslow
A Blackbaud Company
Integrate Online and Offline Appeals
Mention Benefits & Ease Of Online Contributions
A Blackbaud Company
Use E-Mail & Direct Mail Together
A Blackbaud Company
Email Telemarketing
A Blackbaud Company
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
A Blackbaud Company
Personalized Fundraising PagesPeer Fundraising Online
A Blackbaud Company
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!
A Blackbaud Company
Personalized Event Fundraising
A Blackbaud Company
Build a Community
A Blackbaud Company
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
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
A Blackbaud Company
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.
A Blackbaud Company
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/
A Blackbaud Company
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
A Blackbaud CompanySource: The Wall St. Journal , 2006
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
A Blackbaud Company
Social Networking Boom
A Blackbaud Company
Social Networking Boom
1,313
Friends
12,309
Friends
18,047
Friends
25,037
Friends
A Blackbaud Company
Social Networking
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Social Networking & Video
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Go to Them (e.g. RSS)
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A Blackbaud Company
A Blackbaud Company
RSS in Action
A Blackbaud Company
Video
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Podcasts
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Message BoardsMessage Boards
A Blackbaud Company
Wikipedia Exposure
A Blackbaud Company
"Do one thing every daythat scares you."
– Eleanor Roosevelt
"We have a strategic plan. It's called doing things."
– Herb Kelleher
A Blackbaud Company
Oprah, Would be Proud!
A Blackbaud Company
Martha, Would be Proud!
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Other Successes . . .
A Blackbaud Company
Other Successes . . . .
A Blackbaud Company
"A year from now you maywish you had started today."
– Karen Lamb
"If you could do tomorrowover again, would you?"
– Seth Godin
A Blackbaud Company
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
A Blackbaud Company
1. Set up a Gmail Account
A Blackbaud Company
2. Post Pics to Flickr
A Blackbaud Company
3. Try a Microblog
A Blackbaud Company
4. Create a Google Alert
A Blackbaud Company
5. Set Up an RSS
A Blackbaud Company
6. Share a YouTube Video
A Blackbaud Company
7. Really Use Your Cell Phone(Send a text or a video)
A Blackbaud Company
8.8. Join a Social Network
A Blackbaud Company
9. Share PowerPoint Slides(Save a tree or two!)
A Blackbaud Company
10. Play a Video Game
