Drive your fundraising success Webinar Day 1
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The document discusses how nonprofits can drive fundraising success through aligning strategy, technology, and data. It recommends having a relationship-oriented fundraising strategy that engages donors through multiple channels, converts them via optimized websites and microsites, and cultivates relationships through data analysis and personalized outreach. The document provides examples of how integrated technology like CRMs and marketing platforms can support this multi-step engagement process and improve fundraising results by breaking down data silos and enabling better segmentation, testing, and insights.
![[Start poll via GTW (no slide)]
– Is fundraising getting any easier for you?
• Yes, a little
• Yes, definitely
• No, not really
• No, fundraising is getting more difficult for our organization
– Is your technology frustrating you? (you can select more than one answer)
• I don’t know enough about technology to let it frustrate me
• In some ways, yes
• Technology has been very instrumental in our fundraising efforts
• Our technology makes me crazy
– Are you drowning in data?
• No
• We don’t collect enough data to drown in
• It can be overwhelming at times
• Drowning is an understatement
– Do you face a jungle of social and media channels? [or omit? too many polls?]
• We don’t have resources to invest in these things
• This is an area of weakness for us
• We’re just getting our feet wet in social and media outlets
• We excel at social networking and leveraging media channels](https://image.slidesharecdn.com/driveyourfundraisingsuccess-day1-140417135521-phpapp01/85/Drive-your-fundraising-success-Webinar-Day-1-3-320.jpg)
![[Review Poll Results via GTW (no slide)]](https://image.slidesharecdn.com/driveyourfundraisingsuccess-day1-140417135521-phpapp01/85/Drive-your-fundraising-success-Webinar-Day-1-8-320.jpg)
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Similar to Drive your fundraising success Webinar Day 1 (20)
Drive your fundraising success Webinar Day 1
- 1. Drive Your Fundraising Success with Strategy, Smart Technology and Better Data Present and
- 2. Welcome Thank you for joining us today!
- 3. [Start poll via GTW (no slide)] – Is fundraising getting any easier for you? • Yes, a little • Yes, definitely • No, not really • No, fundraising is getting more difficult for our organization – Is your technology frustrating you? (you can select more than one answer) • I don’t know enough about technology to let it frustrate me • In some ways, yes • Technology has been very instrumental in our fundraising efforts • Our technology makes me crazy – Are you drowning in data? • No • We don’t collect enough data to drown in • It can be overwhelming at times • Drowning is an understatement – Do you face a jungle of social and media channels? [or omit? too many polls?] • We don’t have resources to invest in these things • This is an area of weakness for us • We’re just getting our feet wet in social and media outlets • We excel at social networking and leveraging media channels
- 4. Our Agenda Part Two: Deep Dive into Practical Examples 1. Breaking down data silos without breaking up databases 2. Segmenting and micro-segmenting for better results 3. The hidden costs of bad data Part One: Aligning Strategy, Technology & Data 1. Fundraising success architecture 2. It’s a multi-media world, does your technology support that? 3. Manage your messaging for relationship cultivation
- 5. Our Experts (shortened your title to fit on one line??) Gary Carr President & CEO TSL is a data services company helping nonprofits to re-think their data management practices and solve data problems. ThirdSectorLabs.com [email protected] www.linkedin.com/in/gpfcarr With 40 years nonprofit technology experience, 2DIALOG holistically supports the multichannel needs of nonprofits t improve the fundraising experience. 2Dialog.com [email protected] www.linkedin.com/in/chris-goodman Chris Goodman SVP, Strategy & Marketing
- 6. DONOR ENGAGEMENT • Email, microsite, landing/ donation page technology • Accept, track transactions • Widget-based, no html code DONOR MANAGEMENT • CRM to Segment, Test and Track Online Performance • Capture, act on donor behaviors • Organize interactive communication, fundraising and marketing efforts ANALYTICS • Dashboard of actionable data on trends, habits and actions of donors and supporters • Inform strategic direction Exclusively Serving Nonprofits Built by Direct Response, for Direct Response 200+ Clients | 43 Global Partners 15+ Integrations with World Class Technology Solutions, including Salesforce.com Offices in Dallas, Denver, New York, South Africa www.2dialog.com
- 7. LEVEL 1: ASSESSMENTS AND CLEANING LEVEL 2: DATA MANAGEMENT, ENRICHMENT, MIGRATION LEVEL 3: WAREHOUSING, MINING, VISUALIZATION Also Exclusively Serving Nonprofits ---- Data Services ---- Founded in 2013 by professionals with 20+ years of technology and data experience with Fortune 500 companies, the federal government, and nonprofits Offices in Washington, DC and Seattle, WA metro areas www.thirdsectorlabs.com
- 8. [Review Poll Results via GTW (no slide)]
- 9. Our Goal • To provide actionable advice that will help you improve your fundraising results and… • Use practical examples to illustrate how to align strategy, technology and data
- 10. How To Drive Your Fundraising Success 10 FUEL = DATA CAR = TECHNOLOGY/ SYSTEMS MAP = STRATEGY/ SUCCESS
- 11. Fundraising strategy – what’s it look like? 1. Relationship-oriented 2. Flexible 3. Cross-discipline 4. Actionable We can’t forget that this all about our supporters and the relationships we have with them!
- 12. Actionable means what? Good strategies: 1) Engage with Email, TV, Direct Mail, Social Networks, etc 2) Convert using microsites, websites 3) Cultivate using data analysis and personalized outreach
- 13. But what is the market telling us to do? • Based on a survey of leading blogs, posts, and consultant papers • Google, Bing, Yahoo • 172 recommendations • 90%+ within the past 2 years Most common fundraising mistakes and how to fix them
- 14. We want you moving in this direction
- 15. Let’s pause here • We are not here to tell you what your fundraising strategy should be – that is up to you • What’s important is to recognize the architecture or framework of a good strategy • Engage, convert, cultivate • So within this strategy framework, we can talk about alignment with technology and data
- 16. Enter the Picture: Technology Technology is critical to execution of your strategy • CRMs and donor databases • Email distribution clients • Multichannel marketing platforms • Social media • Data, analysis … learning
- 17. Where did this tech jungle come from? And there’s more … Lots more …
- 18. So much technology, too much data 18 DIRECT MAIL – 1950s 1681 – William Penn introduces direct mail to America; nonprofits adopt in 1950s TELEMARKETING – 1960s 1963 – DialAmerica (then Life Circulation Co.) begins telemarketing for nonprofits INTERNET & EMAIL – 1990s 1994 – WWW commercialization begins: 10,000 websites 1996 – Microsoft enters the Internet age, battle with Netscape begins, 1997 – Microsoft Office 97 introduces Outlook97, joining Internet Explorer SOCIAL NETWORKING & MOBILE – 2000s 2005 – YouTube launches 2006 – Facebook opens to anyone over 13 2006 – Twitter launches 2007 – Apple iPhone revolutionizes mobile communication 2011 – Pinterest opens to general public 2011 – Instagram opens to general public
- 20. What to do? 1. Recognize the problem – It’s a multi-media world – We can’t change that 2. So take control of our piece of the world 3. Then act upon it – Defragment – Organize – Integrate – Iterate
- 21. Use Technology to Your Advantage - Most NPOs use about 15% of the technology capabilities they have access to… if that describes you, you’re not alone - However, highly successful NPOs use integrated solutions to support their multichannel campaigns
- 22. Data Silos 22
- 23. One CRM: Complete View 23 Case study example tomorrow!
- 25. Use Technology to Your Advantage Optimizing the Constituent Response Cycle 1. Engage (Email, TV, mail, social) – Rise above the noise – Multichannel engagement 2. Convert (microsite, website) – Donation – Name acquisition – Advocacy 3. Cultivate (analysis, personalization) – Analyze – Optimize
- 26. Step 1: Engage • Multichannel – Dual donors are most valuable to your organization • Online presence/communication – Website is easy-to-navigate, authentically reflects the personality and character of your mission – Dynamic, Interactive, Engaging. – Email still #1 way to stimulate online giving – As many as 50% of donors receiving offline communications go online to make a gift Integrated Technology Focus: Integrated Data (CRM) – Accuracy Deployment Accuracy/Efficiency & Deliverability
- 27. Step 2: Convert Top Reasons Donors GIVE Online 1. Convenience 2. They were asked Top Reasons Donors DO NOT GIVE Online 1. Too hard to find 2. Too many steps to make an online donation Integrated Technology Focus: Improve Usability/Experience For Constituent Multichannel and Integrated Improve Ease-of-Use For Your Team
- 28. Step 3: Cultivate (and Retain!) • Relationship-centric plan • Have a growth strategy • Put donors into a stream • Acknowledge them • Continuous relationship cycle Integrated Technology Focus: Deep, Rich Insights (Advanced Analytics) Segmentation, Affinity, Messaging
- 29. Relationship-Centered Technology • CRM • Email • Website • Social • Mobile • Payment Gateways • Peer-to-peer • Advocacy • Events
- 30. Examples Dynamic Content Automated Testing Mobile Optimization
- 31. 1. Dynamic Content $20 $30 $60 $30 $45 $90 $40 $60 $120 15+% Lift
- 32. 2. Automated Testing A B 10% 10% 80% 15+% Lift Winner Determined By… • Average Gift? • Largest Gift? • Open Rate? • Response Rate? • Other?
- 33. Smartphone Owners Use it for Email
- 35. 3. Mobile Optimized 123456789101112 15+% Lift Email FormAction Page GIVE NOW SUBMIT
- 37. A Word About Data 1. Is your data clean and rich enough to cultivate? 2. Do you know how your donors want to communicate? 3. Are you segmenting and micro-segmenting your messages? 4. Do you capture the right data and evaluate before returning to re-cultivate, re-engage? 5. Are you using service data and data visualization to tell a better story? Engage Convert Cultivate Case study example tomorrow!
- 38. Case Study – “NOCC” The Challenge • Online presence was lacking • Constrained by an inflexible system that made changing and updating online donation forms challenging and time-consuming • The cumbersome process was hindering their online fundraising efforts and essentially holding them back during key campaigns, most notably their year-end appeals
- 39. Case Study – “NOCC” The Solution NOCC create dynamic and impactful online donation pages that overcame their pain points: - Easy-to-use, completely customizable - Customized NOCC online donation forms were now more convenient - They could accept and track online donations, determine where gifts came from and personalize future outreach based on actionable data being collecting—all in one place
- 40. Case Study – “NOCC” The Results NOCC now has the ability to act on their creative ideas. They can quickly and easily create customized donation pages “on the fly” to accommodate campaigns, events, fundraising appeals, and all multichannel outreach. End-of-Year Giving Email File Growth Ease, Speed Up 98% Up 24% Up 100%
- 41. Conclusions 1. Invest wisely. Don’t buy technology for technology’s sake… it must advance your strategy and help meet your goals 2. Is your strategy designed to help meet your goals? 3. Is your technology designed to help meet your goals? 4. Do you have a data management plan in place? Step 2 Step 1 Step 3 Three-Step Donor Engagement Process
- 42. Let’s Get to the Questions And remember … • Please join us tomorrow for Part 2 where we will spend more time breaking down several case studies, examining their tech and data issues. • Case studies include: 1. De-fragmenting donor data 2. Segmenting donor data for targeted marketing 3. The why’s and how’s of data cleaning 4. The hidden costs of data hoarding
- 43. Thank you! (shortened your title to fit on one line??) Gary Carr President & CEO Chris Goodman SVP, Strategy & Marketing TSL is a data services company helping nonprofits to re-think their data management practices and solve data problems. ThirdSectorLabs.com [email protected] www.linkedin.com/in/gpfcarr 571.242.2313 With 40 years nonprofit technology experience, 2DIALOG holistically supports the multichannel needs of nonprofits t improve the fundraising experience. 2Dialog.com [email protected] www.linkedin.com/in/chris-goodman 972-664-2394