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AR Presentation
- 1. Embracing CRM Technology as a Nonprofit: 5 Easy Steps Brandon Melvin Education Market Executive eTapestry Division of Blackbaud D
- 2. Agenda Optimizing your Website Attracting Donors/Support through Social Media Collecting Information on the Web Making your Database Work for You Communicating with New/Existing Donors
- 3. The Rules Still Apply (It’s all about relationships… not technology)
- 4. Web Site Optimization 75% of donors will check your website before making a gift whether it is Online/Offline If Relationships are Built on Communications . . . Set yourself up for success! A Few Key Changes can Make a Huge Difference Your website = tool for engagement
- 5. Web Site Optimization: Before, After, and After!
- 6. 1. Learn from your content (Start with Google Analytics to see how many unique visitors you have, how they found you, what they viewed, where they stayed the longest, and what content produced actions.) 2. Make your content easy to consume (Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.) 3. Make your content ever changing (Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.) 4. Make your site easy to find (Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!) Keys to Building a Successful Web Site
- 9. Top Ten Traffic Sources
- 10. They’re at your website, now what do they do? Can they engage? Can they add content? (Web 2.0) Can they give or volunteer? Your goal – to get something from them!
- 11. Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database
- 12. Do you have an Online/Social Media Strategy? Google Adwords Media & PR E-mail Campaigns Social Networks Integration with Direct Mail Banner Ads on Homepage, Blog and eNewsletter
- 13. What is Social Media? Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Source: Wikipedia, 2009.
- 15. Food for Thought…. Top 5 Most Visited Websites in the United States: Facebook is #3 YouTube is #4 MySpace is # 5 (Twitter is #14) Source: h ttp://www.alexa.com/topsites/countries/US
- 16. YouTube! Allows you to attract more traffic to your website Videos can easily be posted on website or as a link within an eBlast or eNewsletter FREE service to increase your visibility Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents
- 17. Video is a Magnet for Your Web Site! “Most viral video of all time!” Could her story be told in any other manner as strongly?
- 20. Real Life Example…. Dec 11: Subject line: Urgent Appeal: Your gift to CRS is vitally important! Straight Appeal Static donation form Raised $112k Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
- 21. Dec 29: Subject line: Only 48 hours left to make a tax-deductible gift! Added “hotspot” text Added video message from our president (that plays right on the donation form) Added a strong pull-quote Raised $112k Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
- 22. Dec 31: Subject line: Final Deadline: Last chance to make a tax-deductible gift New “hotspot” text Kept video message from our president New pull quote Raised $119k Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
- 23. Was CRS’s most successful online fundraising campaign to date (non-emergency). Three e-mail messages in this campaign (based on a direct mail piece) Posts on social networking sites advertising campaign Coordination with Google AdWords This campaign raised $594k online. Source: Laura Durington: CRS Social Media Presentation-AFP Maryland The Results…
- 24. FACEBOOK What is Facebook?? A FREE, online social networking site that connects people through online communities Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old. Non profits can use Facebook to: Connect Brand Share your story Fundraise
- 25. FACEBOOK Users
- 26. FACEBOOK Pages Personal Page = Your Organization’s Official Page on FB TIPS: Invite colleagues, board members, and friends to become fans UPDATE often Start Conversations Brand your page
- 27. FACEBOOK Pages Cont… Facebook Cause Page =Online Donation Tool (application) on FB Also a Peer-to-Peer Fundraising Page since anyone can start/create a cause TIPS: Brand & Link to your Page Provide Clear FR Goals Give Supporters Updates on your Progress
- 28. FACEBOOK Takeaways… Real Life Application The Nature Conservency’s “Lil Green Patch” Case Study Built a cause page on FB to attract users to support the Adopt an Acre program to conserve rainforests in Costa Rica & fight global warming 20K new cause members and $33K in support since Feb 2008 These results will most likely NOT be the case for your organization… HOWEVER, creating an online, Facebook presence will not hurt Creating a group of fans/people that advocate for your cause WILL increase your giving and support POST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOK Have an intern or student volunteer create these pages for you —they typically have the most knowledge and insight into what will sell to their generation of internet users!
- 29. Flickr, Podcasts, Message Boards, Blogs Flickr —Photo Sharing Application Podcasts —Short recordings about a variety of different topics that can be purchased, downloaded for free, or posted on a web page Message Boards —A segment of a website that hosts an open discussion amongst users Blogs —A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followers Personal Blogs=Online ‘Diary’ Organizational blogs=Information sharing/News Updates
- 30. Social Networks: Hints for Success It is not FREE, resources are required Being present is not enough, engage Be authentic, otherwise you will be exposed fast Endorsements matter, think forwarded emails! Measure Have something to say, must be regular or it dies fast Stephanie Miller, Email Insider, 2009
- 31. Real Life Story via the “New York Times”…
- 32. “ Web Site Story Continued” Charity: water * 11 Employees * 500,000 Followers on Twitter * 500 Donors Cover all Admin Costs * Donors can Locate Their Well on Web via Google Earth
- 33. “ Web Site Story Continued” Charity: water * Raised $250,000 via Twitterfest * Raised $965,000 via Sept. Birthdays * Tons of Video * Easy to Engage * Giving is Joyous * Infectious with Youth/Boomers!
- 36. charity: water Was the $250,000 raised via Twitter the key fact? Was the $975,000 raised from Sept. birthdays the key fact? Is the way they have harnessed web/video technology the key? How about how they show impact via Google Earth? Communicating daily w/ 500,000+ followers!
- 37. Where does the information go? How do you track all of the information you know about a donor? Can you store their interests, historical conversations, and all contact points in one location? Is your institutional memory protected? What are the benefits to combining all this information into one location?
- 39. Relationships How would tracking relationships increase your fundraising success?
- 40. Reporting How does your organization identify Lapsed Donors? Can you run a report to tell you who the Top 10 donors are in your database? LYBUNT Last Year but Not This Year SYBUNT Some Year but Not This Year
- 41. Reporting How do this year’s donors compare to last year’s?
- 42. Online Giving with Recurring Gifts Recurring Gifts Donors become investors Steady stream of incoming funds Larger amounts in total Amounts are more manageable by the donors Key ingredient to sustaining long term donors and constituent loyalty
- 43. Database = Fundraising Tool Only works if used daily by all Must be consistent/accurate Powerful Memory Supplement Technology makes it easy
- 44. Communications People are connected 24/7 How can we be expected to communicate with so many people? How can we personalize our message?
- 45. Why Has Email Become So Important? People are busy…they want to communicate/interact on their own time Email is inexpensive… Email provides virtually instant access to friends and supporters Email is a great equalizer Email is measurable
- 46. Reads email before snail mail More comfortable online Busy, satisfies interests on own schedule Expects information to be personalized Expects immediate feedback Demands information on progress/ stewardship Wants a way to share experiences with others online Today’s Supporter
- 47. No Email List? No Problem… Whether you have some contacts or are starting from scratch, anyone can grow a strong email list The three most important factors in effective email list-building are: Where and how you acquire the addresses How you welcome each new subscriber How you manage the relationship after the opt-in Source: EmailLabs
- 48. Grow Your List Online Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures Use Search Engine Optimization/ Marketing to increase traffic and subscriptions Investigate alliances or partnerships with similar or complementary organizations to reach common supporters Advertise your newsletter/services/cause through a 3 rd party list
- 49. Grow Your List Offline Ask for email addresses at every touch point Instruct staff to capture email addresses over phone when appropriate Include your website address on all printed materials Offer an incentive to register (contest, raffle) to collect emails
- 50. Now that I have permission… Hook them early, and keep them engaged over time Optimize the welcome message Send follow up message within a week (or less) After a few months of active email, survey lists to see if you are meeting expectations
- 51. Why Segmentation is Important Segmentation breaks your audience into manageable parts If the goal is building relationships, it helps to know who you are talking to Segmenting your list will lead to more targeted messages If you don’t segment, you are treating every one of your recipients like they are the exact same type of person
- 52. How to be a Good Sender In your messages, always include: The purpose; why you are sending it to the reader A clear way to unsubscribe. Consider offering alternative ways to receive emails, such as: Receiving newsletters monthly vs. weekly Change of address (home vs. business email) Sign up via RSS Link to your homepage Privacy policy Physical/street address of your organization Don’t get caught in spamtraps
- 53. How Important is that Header? 80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message 73% based that decision on the "From" name 69% percent based the decision on the subject line Source: 2007 Email Sender and Provider Coalition (ESPC) study
- 54. Use Landing Pages to Increase Conversions So I got them to click…now what? Landing pages are a natural extension of email, regardless of message The goal of most landing pages is to persuade a visitor to complete a transaction Landing page effectiveness is measured by conversion rate You should test landing page elements like you would test email or direct mail
- 57. Designing for Mobile Devices Mobile readers are more likely to scan your email rather than reading Include compelling call to action in the first 15-25 characters of your subject line Avoid “top heavy” images in the design Use “alt-tags” on images In addition to testing email browsers, test messages in handheld devices email (html)
- 58. A Few Email Design & Usage Tips Keep truly important items above the fold Ask subscribers to add your “from address” to their address book Host images on your web site rather than embedding them Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions) Develop your own writing style that readers will learn to love (people adore stories, so tell many . . . )
- 59. What Now? 1. Take a look in the mirror How do you stack up? Website Database E-mail/Communications Social Media Presence
- 60. What Now? 2. Plan Make it a priority Set Aside Time for Review Add to Board Agenda Seek Professional Assistance (Most companies will help you do this at NO COST!)
- 61. What Now? 3. Continuous Evaluation Must be Measurable Website Hits Fundraising Donor Retention Communications Cost vs. Results Social Media “Friends”
- 62. What Now? 4. Have Fun!!! Try New Things Get Creative Share your passion for your mission!
- 63. What Now? 1. How do we stack up? 2. Written Plan 3. Continuous Evaluation of Tools/Technology 4. Have FUN
- 64. Resources Getting Started with Facebook Beth Kanter Blog – How Nonprofits Can Use Social Media Blackbaud – Raising Money During Challenging Times Getting Started with Google Analytics LotusJump – Website Marketing Made Easy eTapestry Home Page Greater Giving Home Page
- 65. Questions?
- 66. Thanks! Brandon Melvin [email_address] 317-336-3883
Editor's Notes
- #3: Today, we are going to cover several aspects of technology as it pertains to fundraising. In the past, we’ve struggled to simplify this enough to be able to cover it all in one session. Now, we feel like we’ve been able to effectively summarize all of these separate avenues of technology but most importantly paint the picture of how all of these tools can come together and work for you, regardless of shape or size.
- #4: How can we apply these ideas and concepts that have been around for years into technology?? That’s what we’ll explore today. segue ----To audience: Where is the first place you go to find information about any topic?
- #7: If you build it, will they come? Having a website is first priority Key steps to building/maintaining a successful website
- #8: To audience: Has anyone heard of Google Analytics? eTapestry web services inserts this into every page we build & suggests that our customers use this info
- #11: Now they are the creators of content
- #13: Now lets talk about some other methods of increasing awareness and reach on the web. Technology has really revolutionized the way people are finding you or information about you on the internet. To audience: Does anyone have a strategy when it comes to online/social media?
- #14: Social Media by definition More than anything, it’s the use of technology for the real-time sharing of information among millions of people!! Connecting People and RECONNECTING people Growth of Twitter – we’ve talked about it for years!
- #15: This table outlines the concept and transition well. Where have we come in 10 years? It used to be a one-way electronic “brochure” of information. Now, it’s engaging people, influencing action, etc.
- #16: Perception of Social Media has changed – everyone is using it! You cannot ignore the potential outreach (Google is #1) (Yahoo #2)
- #17: Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community Video now bigger than Search: 12 Billion Videos per month vs. 10.5 Billion searches conducted 78.6% of total U.S. Internet audience viewed online video. Average video viewer watched 385 minutes of video, or 6.4 hours 107.1 million viewers watched 6.8 billion videos on YouTube.com (63.5 videos per viewer) The duration of the average online video was 3.5 minutes
- #18: Phenomenon To audience: Who HASN’T heard of Susan Boyle?
- #20: To Audience: Have you heard of Broadcast your cause? Specifically built for Nonprofits
- #21: Catholic Relief Services
- #22: A week later, they changed the Subject Line (gave sense of urgency) Added hotspot text (taking end-user back to online giving page) Added emotional video appeal (Only a link to the video – on Youtube) Raised $112K
- #23: Continuously changing content of the letter Multi-channel communications (Facebook – “keep an eye out for our e-mail”)
- #24: YouTube Takeaways “ SHOP” Others Identify a few constituents who would like to share their story with others & record a few different testimonials each year Integrate with your website and eNewsletter blasts Get Creative!!
- #27: Difference between Personal Page & Organizational/Cause Page
- #28: Group/Fan Pages =Tool for gathering people w/ like interests Ask supporters to start groups related to your Charity
- #32: Guy was a nightclub director – over indulging in the lifestyle and one day decided to found an organization “Charity: Water” which allows donors to sponsor wells in 3 rd world countries
- #33: Started the org on a Social Network platform Used the same tools they were using as a nightclub
- #34: Give donors the ability to see tangible results (Google Earth)
- #35: Masters of communicating with supporters
- #37: Done with a limited staff size
- #38: Jay’s major giving at Butler story.
- #39: What information do you want to know “at a glance” about one of your constituents?
- #40: Does your organization track relationships in your “database” now?
- #43: Story Idea: Riley or Make-a-wish radio-a-thons
- #45: Besides social media platforms, communications in general have seen a HUGE transition. Donors still expect to be communicated with. The obvious answer for most seems to be E-mail.
- #47: To add a little more insight into today’s typical supporter… We’ve seen a lot of changes in habits
- #48: A lot of groups we talk to are still in the infant stages of collecting e-mail addresses and taking advantage
- #52: This is why your E-mail list MUST be connected to a database. Otherwise, the segmentation opportunity is not there
- #57: We’re sending them as an HTML-formatted e-mail Talk about reporting and click throughs
- #58: To audience: Has anyone here ever tested a mass e-mail on your PDA’s or handheld devices?
- #64: Something tangible – a plan of attack you can take home and use