10/7/2013 #bbcon 1

TeamRaiser Communications Best Practices

PRESENTED BY:

JOSH FOLLIS, ST. JUDE CHILDREN’S RESEARCH HOSPITAL

DEREK MARTIN, BLACKBAUD

NANCY PALO, BLACKBAUD

DAVID SCHOOLEY, ST. JUDE CHILDREN’S RESEARCH HOSPITAL

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• Welcome

• Optimizing Communications with TeamRaiser

- Autoresponders, Milestones and Suggested Messages

- Coaching Emails & Email Express

- The Participant Center and Newsfeed

• Let’s Get Technical

• Beyond Email

• Questions and Answers

TODAY’S SESSION

#bbcon

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OPTIMIZING COMMUNICATIONS WITH TEAMRAISER

PRESENTED BY:

JOSH FOLLIS, ST. JUDE CHILDREN’S RESEARCH HOSPITAL

DAVID SCHOOLEY, ST. JUDE CHILDREN’S RESEARCH HOSPITAL

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• Welcome

• Gift received

• 50% of goal

Autoresponders

• Revenue based messages

Milestones • Ask

• Recruit

• Thank

Suggested Messages

LIFECYCLE OF PARTICIPANT MESSAGING

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Examples:

• Thank you for Registering

• A donor gave a gift on your behalf

• Someone joined your team

• You have reached 50% of your goal

AUTORESPONDERS

MESSAGES THAT ARE GENERATED BY TEAMRAISER BASED ON ACTIONS

TAKEN BY THE PARTICIPANT OR ON THE PARTICIPANT’S BEHALF.

• You have reached 100% of your goal

• Some one joined your team

• Event Manager Assignment

Best practices:

• Only use relevant messages that are actionable by your participants.

• Inform and congratulate recipients.

• Always drive toward the next action. (thanks for registration, now login to

your participant center and personalize your page.)

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Examples:

• 3 days after registration – Thank you for registering (next step)

• 15 days after registration – Share your page with your networks

• 30 days after registration – Send reminder emails to those who haven’t

donated.

• Update your page content to thank donors and tell your fundraising story.

FOLLOW-UP AUTORESPONDERS

MESSAGES THAT ARE GENERATED BY TEAMRAISER BASED ON DAYS

AFTER REGISTRATION. (UP TO 4)

Best practices:

• Chose intervals that will spur relevant actions or re-engage participants.

• Provide impact statements that address their progress and the impact to

your cause.

• Use conditionals so you don’t encourage tasks that have already been

completed.

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MILESTONES

MESSAGES THAT ARE GENERATED BY TEAMRAISER BASED ON

REACHING REVENUE GOALS.

Best practices:

• Tie milestones to meaningful

goals; getting started,

incentives, honor levels, etc.

• Congratulate participants on

their success.

• Use milestones to

encourage users to advance

to the next goal.

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Examples:

• Solicit

• Reminder to Donate

• Recruit Team Members

SUGGESTED MESSAGES

MESSAGES THAT ARE PROVIDED TO PARTICIPANTS TO USE IN THE

PARTICIPANT CENTER.

• Thank donors

• Other

• Blank

Best practices:

• Be light and entertaining.

• Focus on the participant first (remember donors are sold on the user first

and your cause second)

• Demonstrate impact. Show how this action makes a difference.

• Encourage a next step. (recruit friends, share your support on social

networks, etc.)

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• Single event

• Extremely personalized content

• Participant coaching on next steps.

Coaching Emails

• Empower event managers.

• Template messages

• Local Promotions

• Event specific news

Email Express

COACHING EMAILS AND EMAIL EXPRESS

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COACHING E-MAILS

MESSAGES DRIVEN FROM ADMIN TO PARTICIPANTS IN A SINGLE EVENT

TO DRIVE PARTICIPATION, FUNDRAISING AND RETENTION.

Best practices:

• Be brief, personal and drive action.

• Don’t just ask; also inform.

(event info, call to action, cause

information)

• Use conditionals to drive users in

all stages of fundraising to take the

next step.

• Demonstrate impact. Show how

this action makes a difference.

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COACHING E-MAILS

MESSAGES DRIVEN FROM ADMIN TO PARTICIPANTS IN A SINGLE EVENT

TO DRIVE PARTICIPATION, FUNDRAISING AND RETENTION.

Best practices:

• Be brief, personal and drive action.

• Don’t just ask; also inform.

(event info, call to action, cause

information)

• Use conditionals to drive users in

all stages of fundraising to take the

next step.

• Demonstrate impact. Show how

this action makes a difference.

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EMAIL EXPRESS

MESSAGES SENT BY EVENT MANAGERS THROUGH THE EVENT

MANAGERS CENTER TO A SINGLE EVENT.

Best practices:

• Templates should be standardized

but allow for local custom content.

• Schedule messages to launch in

conjunction with major event dates.

• Use the segmentation tool to target

specific user groups. (team

captains, specific fundraising levels,

$0 fundraisers, registration dates,

etc.)

• Use content to tease in the

participant center and drive users to

login to learn more in the news

feed.

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ANATOMY OF PARTICIPANT CENTER

Track Progress

and Update Goal

Team Captain

Message

What to do

next?

Click to

take action

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PARTICIPATE CENTER NEWS FEEDS

PARTICIPANT CENTER TOOL THAT ALLOWS ORGANIZATIONS AND EVENT

MANAGERS TO POPULATE INFORMATION DIRECTLY INTO THE

PARTICIPANT CENTER.

Why use a news feed?

• News feeds can be a draw when teased in email messages (draw users

into the participant center as much as possible).

• Get in front of non-email readers

• Direct news feeds at the event level through EMC

• National program news feeds can be provided to all events for program

updates.

• Scheduled messages will display and hide based on pre-set dates

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NEWS FEEDS

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LET’S GET TECHNICAL

PRESENTED BY:

DEREK MARTIN, BLACKBAUD

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MAKE IT PERSONAL

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BEYOND THE WYSIWYG

[[S120:dc:participantName]]

[[S120:dc:isGiftAmountGreaterThan:$50]]

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PERSONALIZATION OPTIONS

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MAKE IT DYNAMIC

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• Registration Date

• Personal Goal

• Number of Donations

• Amount Raised

• Percent of Goal

• Emails Sent

• Self Donor Status

• Team Captain Status

• Team Member Status

• Personal Page Status

S-TAG OPTIONS

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MAKE IT RELEVANT

Team Captains Donors Prospects

SEGMENT YOUR AUDIENCE

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SEGMENT OPTIONS 1 OF 5

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SEGMENT OPTIONS 2 OF 5

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SEGMENT OPTIONS 3 OF 5

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SEGMENT OPTIONS 4 OF 5

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SEGMENT OPTIONS 5 OF 5

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PROMOTE COMPETITION IN

COMMUNICATIONS USING COMPONENTS

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A/B TESTING

Sample Audience Remainder of Audience

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ADDITIONAL BEST PRACTICES

PRESENTED BY:

NANCY PALO, BLACKBAUD

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DON’T IGNORE YOUR THANK YOU PAGES

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REMEMBER DONORS ARE A PART OF

YOUR AUDIENCE

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PROVIDE THE TOOLS YOUR FUNDRAISERS

NEED TO MULTI-CHANNEL

Email is down and fundraising is up = your fundraisers are

true multi-channel fundraisers.

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GET SOCIAL

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PROMOTE USER BEHAVIORS THAT

INCREASE REVENUE IN TEAMRAISER

Behavior

Fundraising Average*

Non-Self Donor $69

Self Donor $508

Page Not Updated $31

Page Updated $205

0 Emails Sent $52

1-9 Emails Sent $231

10+ Emails Sent $541

*Sample data from one P2P campaign

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PERSONALIZE YOUR MISSION

Tell the story about your mission that your

constituent wants to hear

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MAKE YOUR COMMUNICATIONS MOBILE

FRIENDLY

57% of all emails were read on a mobile device during the

4th quarter of 2012, up from 20% in 2011.

20% IN 2011

57% IN 2012

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DON’T STOP WITH EMAIL. WEBSITE AND

DONATION FORMS NEED TO BE MOBILE TOO!

Your communications are driving constituents to your

website and donation forms. It is important that your efforts

continue through the entire user experience.

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P2P BOOT CAMP IS BACK!

CLASSES START NOVEMBER 5TH

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QUESTION AND ANSWERS