Catholic Radio Association 2009
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Transcript of Catholic Radio Association 2009
“Demystifying those ‘other’ technologies and using them to build stronger relationships with Catholic
Radio Listeners”
October 16, 2009
Pam Dechert, CFRE, ePMT
Faith Based Team Leader and Senior Account Executive
eTapestry/Blackbaud
• Websites– Past, Present, and Future of the Nonprofit Website– Secrets of Successful Nonprofit Websites– The Passive vs. Active Website– Do It Yourself Website Usability– Where We Go from Here
• Online Giving– Online Fundraising 1.0 vs. 2.0 – Myths about Online Fundraising– Online Giving that Gets Results– Your Next 6 Months Online– Where We Go from Here
• Social Media– Web 1.0 vs. Web 2.0 – Listen, Experiment, and Engage– Nonprofit Social Media in Action– The Momentum of Permission– Where We Go from Here
• Putting it all together• Integrate, Integrate, Integrate• Report, Analyze, Be Strategic• Build those relationships• Be Donor- Centric
The Market)) is NoisyWebsites, Online Giving, Social Media Demystified
Convergence. Are you ready?
A February 21, 2007 "survey of 3,000 Americans released by consultancy Bridge Ratings & Research" found that "[a]s much as 19% of U.S. consumers 12 and older listen to Web-based radio stations." In other words, there were "some 57 million
weekly listeners of Internet radio programs. More people listen to online radio than to satellite radio, high-definition [sic] radio,
podcasts, or cell-phone-based radio combined."[17][27]
Listen to Catholic Radio on iPhone!
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Listen to or Download This Week's Show!
American Catholic Radio
Explores the Catholic faith from a variety of perspectives, with an emphasis on catechesis in a popular, friendly format, with a pleasant musical setting.
Daily Mass Listener InputI listen to Catholic radio as much as I can, on the computer and while I… More » I just wanted to tell you how much I love your radio station. My family moved… More » I’m [name removed], from MALAYSIA - a Muslim nation which prohibited the use of radio and… More »
Catholic radio is one of several new media the Holy Spirit is stirring up as tools of evangelization and catechises. As it grows
out of infancy, Catholic radio is expanding and spreading the Gospel to millions of souls throughout the United States and the
world.Catholic radio is a personal, immediate, and cost-effective tool to spread the Truth. Resting upon the principles of subsidiarity and solidarity, Catholic radio serves and responds to the needs of the
local church, with minimal overhead expenses.
Individuals$229.03 74.8%
Foundations$38.52 12.6%
Bequests$23.15 7.6%
Corporations$15.695.1%
2007 Charitable Giving Totals
$306.39 billion ($ in billions)
Online Giving Estimates*
Estimate of Giving in 2001 = $550
million
Estimate of Giving in 2002 = $1.1
Billion
Estimate of Giving in 2003 = $1.9
Billion
Estimate of Giving in 2004 = $2.62
Billion
Estimate of Giving in 2005= $4.53
Billion*The United States represents slightly more than ½ the Global Online
Philanthropic Market.
Estimates provided by ePhilanthropy Foundation.
Internet Usage & Activities
• 74% of adults in the U.S. use the Internet– 87% of 18-29 yr. olds– 82% of 30-49 yr. olds– 72% of 50-64 yr. olds– 41% of those 65+
Pew Internet Research Study, December 2008
• 91% send or read email• 89% use a search
engine to find information
• 83% look for information about a hobby or interest
• 81% look for information about a service or product for purchase
• 38% pay bills online• 35% use on online
social networking site
New Breed of Listener, Donor, Member
Reads email before snail mail Busy, satisfy interests on their schedule
Expect to find information online Expects information to be personalized
Expects immediate feedback Demands information/stewardship
Use all your tools together
Web Site
Phone•Texting
Face-to-Face Meetings
Other Online•EFT Giving
•Blog•Social Networking
Events
An Integrated Communications
Strategy
Past, Present and Future of the
Nonprofit Website
• Brochureware Website
• Transactional Website
• Integrated Website
The Market is NoisyEvolution of the Nonprofit Website
• Brochureware Website– One-way communication– Static pages and content– Owned by Marketing and created by IT
• Pros– Something is better than nothing – maybe
• Cons– No interactivity or engagement– Immediately out-dated, gets worse from there– “If you build it – they will come” strategy doesn’t work– And the list goes on and on and on…
The Market is NoisyEvolution of the Nonprofit Website
• Transactional Website– Mostly one-way communication– Some interactive content and forms– Heavy focus on acquisition and anonymous visitors
• Pros– It’s better than brochureware– Allows for online fundraising and constituent engagement
• Cons– Tend to treat all visitors as the same– Often are over-designed and hard to maintain– Acquisition without retention is a flawed strategy– Your constituents expect a lot more…
The Market is NoisyEvolution of the Nonprofit Website
• Integrated Website– Two-way communication – Web 2.0 friendly– Highly interactive content and forms– Allows for powerful acquisition and retention strategies
• Pros– It’s what your constituents expect from a website– Audience focused – donors and non-donors– Makes the website part of the overall organization’s strategy– Integrated websites put the “R” in Return On Invesment
• Cons– The website is no longer someone else’s problem– It’s what your constituents expect from a website
The Market is NoisyEvolution of the Nonprofit Website
Secrets of Successful
Nonprofit Websites
Your Website
Design & Architecture
CRM Integration
Email MarketingOnline
Giving
Events & Volunteer
Fundraising
Multimedia
Web 2.0 & Social
Networking
The Integrated Website
• Build affinity• Support online efforts• Leverage efficiencies• Further your cause• Raise more money• Build a loyal network of
supporters
1. Hidden Donate Button2. Organization by Org Chart
3. Death by Scroll
4. The NASCAR Effect
5. Content Rot
The Market is Noisy5 Mistakes Nonprofit Websites Make
Source: Connections – www.blackbaud.com/connections
The Market is NoisyWhen is a Website Footer…not just a footer?
Source: Sans Profit Design – www.blackbaud.com/sansprofitdesign
The Miami Project to Cure Paralysis – www.themiamiproject.org
Lance Armstrong Foundation – www.livestrong.org
The Passive vs. Active Nonprofit Website
Passive Website Strategy Active Website Strategy
Multiple Entry Points Focused Entry Points
Consistent Navigation
Interactive Paths Targeted Content
Audience Centric Design
Reporting & AnalysisWebsite Reporting
• Fact of life #1: We don’t read pages. We scan them.
• Fact of life #2: We don’t make optimal choices.We satisfice.
• Fact of life #3: We don’t figure out how things work.We muddle through.
The Market is NoisyHow we really use the web
Source: Don’t Make Me Think, Steve Krug
Where We Go from Here
• Your constituents expect an integrated website
• What worked a few years ago does not work today
• Audience focused and active websites get results
• A little usability testing goes a long way
• Your website is just one piece of the puzzle
The Market is NoisyWhere We Go from Here
Online Fundraising 1.0 vs. 2.0
Online Fundraising 1.0Step 1: Collect email addresses
Step 2: Create or borrow an online donation form
Step 3: Send emails to people pointing them to donation form
Step 4: Collect donations
Step 5: Repeat as necessary
Online Fundraising 2.0Step 1: Make sure your fundraising strategy includes online
Step 2: Make sure every fundraising program has an online channel
Step 3: Define your audience(s) and get personal, meaningful, and relevant
Step 4: Test, test, test, and measure
Step 5: Repeat as necessary
Myths about Online Fundraising
The Market is NoisyMyth #1: Our Donors Don’t Use the Internet…
Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
Fig. 4: 2008 Median Donors by Ageas Percentage of Total File
Group 1 Organizations
1%
11%
23%25% 24%
13%
4%0%
3%
10%
17%
22% 23%25%
18-24 25-34 35-44 45-54 55-64 65-74 75+
Donors Who Gave At Least One Online Gift in 2008Donors Who Gave Via Other Channels in 2008
Note: percentages for non-online and online donors w ill not necessarily add up to 100%, as each is a median of the percentages of the 12 participating organizations.
Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
Fig. 5: 2008 Median Donors by Incomeas Percentage of Total File
Group 1 Organizations
6%
21% 22%17%
22%
12%10%
28%
22%
15%17%
7%
Less than$25,000
$25,001-$50,000
$50,001-$75,000
$75,001-$100,000
$100,001-$145,000
$145,001+
Donors Who Gave At Least One Online Gift in 2008Donors Who Gave Via Other Channels in 2008
Note: percentages for non-online and online donors w ill not necessarily add up to 100%, as each is a median of the percentages of the 12 participating organizations.
Myth #1: Our Donors Don’t Use the Internet…
Myth #2: Online fundraising isn’t that big…
0
2,000,000,000
4,000,000,000
6,000,000,000
8,000,000,000
10,000,000,000
12,000,000,000
14,000,000,000
16,000,000,000
120% Growth
100% Growth
73% Growth
38% Growth
72% Growth
53% Growth
56% Growth
2001 2002 2003 2004 2005 2006 2007 2008
$550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B
44% Growth
Source: ePhilanthropy Foundation, Blackbaud
Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
Fig. 7: Trends in the Percent of New Donors
That Are Online DonorsGroup 1 Organizations
3%
7%
16%
10%
16%
2004 2005 2006 2007 2008
Fig. 8: Trends in the Percent of New Revenue
Coming in OnlineGroup 1 Organizations
6%
14%
22%20%
27%
2004 2005 2006 2007 2008
Myth #2: Online fundraising isn’t that big…
The Market is NoisyMyth #3: Online giving cannibalizes offline…
Fig. 17: Channel Migration of Donors Acquired in 2007Who Renewed in 2008
Group 1 Organizations
100%
64%
0% 3%4%
33%
100%91%
2007 Giving 2008 Giving 2007 Giving 2008 Giving
% Giving Online
% Giving by Mail
Acquired via Mail in 2007Acquired Online in 2007
Since donors may give both online and via mail in a single year, or may give to neither of these tw o sources in a single year, percentages may add to more or less than 100%.
Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
Online Giving thatGets Results
Your Next 6 Months Online
1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031323334353637383940414243444546474849505152
Initial Engagement & Giving
Weeks
Giv
ing
Online Fundraising Cycle
Jan
Mar
May
July
SeptNov
Jan
Mar
May
July
SeptNov
Jan
Mar
May
2007 2008 2009
The Next 6 Months are Very Important
Online / Offline Fundraising PlanOctober November December January February March
Offline Communication
Offline Events
Offline Fundraising Focus
Website Updates
Email Campaigns
Online FundraisingFocus
Peer to Peer Fundraising
Social MediaCampaigns
Where We Go from Here
• What worked in the past does not work in the future.
• The online giving experience is changing
• Nonprofits continue to innovate online
• The next 6 months are very important
• What will you start doing differently tomorrow?
The Market is NoisyWhere We Go from Here
Web 1.0 vs. Web 2.0
"Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different
people, depending on your state of mind."
– Kevin Maney
Web 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.
Relationship Pyramid 1.0
Relationship Pyramid 2.0
Major Gifts
Membership & Annual Giving
Donors
Prospects
Face-to-Face PhoneD
irect Marketing
Em
ail | Web | S
ocial Media
Con
stitu
ent L
ifetim
e Va
lue
$$$$ $$$ $$ $
Cost of R
elationship Building
Billions and Billions of Touch Points
Social Network
www.you.org
Social Media
Social Network
Social Network
Social Network
Social Network
Social Network
Social Media
Social Media
Social Media
Social Media
Social Media
Social Network
Social Network
Social Network
Social Network
Social Media
Social Media
Social Media
Social Network
Social Media
Social Network Social
Network
Social Network
Social Network
Social Media Funnel
Online Action | Offline Action
Social Networks
Social Media
Website
RSS
• "The loss of control you fear is already in the past.“
• "Tools don't get socially interesting until they get technologically boring."
• "Start small and good, then make it bigger"
• "Don't hire consultants. Hire your own 23-year-olds."
• "We spend more time figuring out whether something is a good idea than we would have just trying it."
• "Fail informatively - Fail like crazy."
The Market is NoisyClay Shirky on Social Media…
Source: “15 Clay Shirky Quotes That Blew My Mind at NTC” – http://www.blackbaud.com/webbythings
Online Giving
FREQUENCY & IMMEDIACY
PE
RS
ON
AL
IZA
TIO
N
• It’s not about you. It’s about them.
• It’s not about money. It’s about relationships.
• It’s not about control. It’s about insight.
The Market is NoisySocial Media Zen
Listen, Experiment, and Engage
• Start Listening
• Start Experimenting
• Start Engaging
The Market is NoisyHow do you get started?
The POST Method• People
– Who are you targeting?
• Objectives– What are you trying to achieve?
• Strategies– What will it look like when you are done?
• Technology– What tools are you going to use?
GroundswellCharlene Li and Josh Bernoff
Social Networking Tactics• Engage
– Go where they are.– Give them content that they want / can’t get themselves
• Interact– Drive them to take an action.– Start small. Promote sharing.
• Activate– Present opportunities to take the next step– Use focused variety.
Engage
Interact
Activate
Different Approaches• Defensive
– Get something setup. Start listening.– 1 week to start. Update periodically.
• Opportunistic– Actively building the network, getting friends, getting cross-links, etc.– Blogging, tweeting, posting videos, photos, DIGGing, etc.– 1 to 4 hours per week
• Intentional– Driving dialogue with your biggest fans– Posting content, driving interaction through messaging, monitoring metrics, etc.– ½ to full time person
• There are no silver bullets
• Try Stuff
• Adjust and Try Again
The Market is NoisyA Few Cautionary Words…
Test First – Fail Fast
Nonprofit Social Mediain Action
??????
• Study looked at 370 events over a period of 3 weeks
The Market is NoisyAre Twitter and Facebook Important for Event Fundraising?
• Social media requires you get engaged.
• Beware the hype. Focus on your strategy.
• The one constant is change. Change is good.
• The momentum of permission is real.
• Relationships still matter. They matter a lot.
The Market is NoisyWhere We Go from Here
Questions?
Thanks!
317.336.3895
Pam Dechert, CFRE, ePMT
Faith Based Team Leader and Senior Account Executive
eTapestry/Blackbaud