You’ve Built a Website – Now Let’s Build a Relationship

Mike Kierce

Education Team, eTapestry division of Blackbaud

……by building a meaningful by building a meaningful relationship with our donors, relationship with our donors,

online!online!

““Internet Strategies for Internet Strategies for Relationship Building”Relationship Building”

Our objectiveOur objective - -We want to explore how we use technology and We want to explore how we use technology and the Internet to meet the needs and desires of our the Internet to meet the needs and desires of our donors/alumni/volunteers/members/prospects, donors/alumni/volunteers/members/prospects,

““Internet Strategies for Internet Strategies for Relationship Building”Relationship Building”

More Specifically…More Specifically…

- Getting people to your websiteGetting people to your website- Engaging them through your websiteEngaging them through your website- Communicating EffectivelyCommunicating Effectively- Using that data to your advantageUsing that data to your advantage- Improving Fundraising ResultsImproving Fundraising Results

“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

The “New Normal”The “New Normal”

• We have shifted our normal activities of daily life –online. It is the “new normal”

•How often do you check the mail box? How often do you check your email?

•Where do you go to search for information, buy plane tickets, find a map, or research something?

•If you are interested in volunteering or learning more about a nonprofit – do you Google, write them or look in the phone book?

New Normal = New Breed of Donor

New Normal = New Breed of Donor

Read email before snail mailRead email before snail mail Busy, satisfy interests on Busy, satisfy interests on

their scheduletheir schedule Expect personalized Expect personalized

informationinformation Require immediate feedbackRequire immediate feedback Already building Already building

relationships onlinerelationships online More willing to give onlineMore willing to give online

Ephilanthropy Foundation

North American Online Giving EstimatesNorth American Online Giving Estimates**North American Online Giving EstimatesNorth American 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

Estimate of Giving in 2006=$6.9 Billion

*Estimates provided by ePhilanthropy Foundation

Any Signs of

Slowing?

Estimate of Giving in 2009=Approaching $15 Billion

Fundraising is still based upon Relationships Fundraising is still based upon Relationships The Internet expands our opportunity for The Internet expands our opportunity for

Communications (2 way!)Communications (2 way!) Your website is a logical place to promote Your website is a logical place to promote

engagement and collect dataengagement and collect data Effective & Personalized Communications build Effective & Personalized Communications build

strong Relationshipsstrong Relationships You can build stronger relationships by using You can build stronger relationships by using

technology (more with less!)technology (more with less!) Stronger relationships can mean stronger Stronger relationships can mean stronger

fundraising resultsfundraising results

Initial ConclusionsInitial Conclusions

Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization

75% of donors will check your website before making a gift whether it is Online/Offline

Make it easy to find

A Few Key Changes can Make a Huge Difference

Your website = tool for engagement

Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization

First Things First – Focus on Design & Continuous Evaluation First Things First – Focus on Design & Continuous Evaluation

Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization

1. Content Management System (Control your Content)

2. Search Engine Optimization

3. Analytics

4. Blogging / Video

5. Contact Form

6. Mobile Optimization (How it looks on your phone)

7. Twitter Link

8. Facebook Link

9. Landing Pages

10. E-mail Marketing Opt-In

Keys to Building a Successful School Foundation Web SiteKeys to Building a Successful School Foundation Web Site10 Key Features to Consider10 Key Features to Consider

Source: www.marketingtechblog.com/programming/10-features

Google Grant/Sponsored LinksGoogle Grant/Sponsored Links

Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization

Google Grant/Sponsored LinksGoogle Grant/Sponsored Links

Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization

Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization

Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization

Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization

1. Include your Website URL on All Printed Materials

2. Include URL on E-mail Signature

3. Utilize Social Media to drive people to the website

4. Link from School Site

5. Link from other Community Sites

6. Video

Ways to Drive TrafficWays to Drive Traffic

Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization

Ways to Drive TrafficWays to Drive Traffic

Video is a Video is a Magnet forMagnet forYour Your Web Site!Web Site!

Could the impact of this story be told more effectively any other way?

Video is a Video is a Magnet forMagnet forYour Your Web Site!Web Site!

Could the impact of this story be told more effectively any other way?

Know the DIFFERENCE

How To Succeed OnlineHow To Succeed Online

They’re at your website, now what do they do?

1. Can they get something?2. Can they do something?3. Can they give

something?

Can they get something?

Calendars DocumentsEvent Information Alumni ListsPlanned Gift Info NewslettersPodCasts

Can they do something?

Register for an eventGolf tournamentsWalk-a-thonsDinners

Join – Become a memberUpdate their own informationRun planned gift calculationsPurchase school merchandise

Can they give something?

Time - Volunteer

Goods (in kind gifts)

Money

Interaction is KEY!

What is the most important thing for you to obtain?

Make it CLEAR What they can do to help or become involvedMake it CLEAR What they can do to help or become involved

Online DonationsOnline Donations

Online Donations – Recurring Gift Option

Online Donations – Recurring Gift Option

Ask for Volunteers & Subscribers

Ask for Volunteers & Subscribers

Engage AlumniEngage Alumni

Event RegistrationEvent Registration

Personal FundraisingPersonal Fundraising

Engages on a personal levelEngages on a personal level

Personal FundraisingPersonal Fundraising

Personal FundraisingPersonal Fundraising

•Participants send an average of 30 e-mails

•One in four emails sent by a participant results in a donation

•Average online event gift is $59 which is a 50% increase over the average off-line gift

•Many volunteers reach their stated FR Goal!

Personal Fundraising results are typically pretty impressive.

We’ve collected information…

What now?

eCommunicationseCommunications

A Communications ToolA Communications Tool

versus

•Cost?•Preparation?•Customizable?•Acceptance?•Timing?

Direct MailDirect Mail EmailEmail

Substantial – labor intensive Easy

Expensive (materials/prep/postage) Very low cost

Yes (personalization/gift info/etc.) Yes (same)

Universal Growing

Slow Fast

Segmented/Targeted Appeals

Segmented/Targeted Appeals

Past Giving / Major Donor or VIP Group Interests or Preferences Geography Specific Graduating Classes Past Behavior – Send e-mail to everyone

who clicked on this link in the last e-mail.

A Targeted Approach A Targeted Approach

Email direct mail emailEmail direct mail email

Why ask online??Why ask online??

Click-through Statistics!Click-through Statistics!

e-Communication Take-awayse-Communication Take-aways

Use a targeted approach Use HTML wherever possible Use a 3rd party vendor to ‘power’ your e-

mails Analyze ‘Click-through’ Statistics and

adjust as needed

Social Networking BoomSocial Networking Boom

What does Social Media have to do with our website? How can we use it?What does Social Media have to do with our website? How can we use it?

Social Networking BoomSocial Networking Boom

Outreach Allow Others to Spread Awareness For

You Viral Effect Reach people you never would otherwise Direct people to your website

FACEBOOKFACEBOOKFACEBOOKFACEBOOK

FACEBOOKFACEBOOKFACEBOOKFACEBOOK

FACEBOOK UsersFACEBOOK UsersFACEBOOK UsersFACEBOOK Users

FACEBOOKFACEBOOK

TIPS:

Invite colleagues, students, parents, alumni, board members, and friends to become fans

UPDATE often

Start Conversations

Brand your page

FACEBOOKFACEBOOK

TIPS:

Link back to your website!

TwitterTwitter

The Power of Social MediaThe Power of Social Media

Goals:Goals:

• 30 Day 30 Day Fundraising Fundraising CampaignCampaign

•Outfit Center with Outfit Center with Technology Technology EquipmentEquipment

• Raise $32,000.00Raise $32,000.00

The Power of Social MediaThe Power of Social MediaTactics:Tactics:

• 2 Targeted e-mail 2 Targeted e-mail blasts to blasts to approximately 2,000 approximately 2,000 contactscontacts

• Promotion on Promotion on Facebook Page & Facebook Page & Twitter AccountsTwitter Accounts

• Urged others to do Urged others to do the samethe same

The Power of Social MediaThe Power of Social MediaResults:Results:

• Financial Goals Financial Goals Met ahead of timeMet ahead of time

•13 New Computers, 13 New Computers, 13 LCD Monitors, 40 13 LCD Monitors, 40 HP Thinlines, 40 HP Thinlines, 40 Widescreen Widescreen Monitors, 40 Work Monitors, 40 Work StandsStands

• Hundreds of New Hundreds of New Fans / SupportersFans / Supporters

• Data & Permission Data & Permission to Create to Create RelationshipsRelationships

• Free publicityFree publicity

The Power of Social MediaThe Power of Social Media

Social Networks: Hints for SuccessSocial Networks: Hints for Success

It is not FREE, resources are required Endorsements matter, think forwarded emails! Measure (Where does the data go?) Have something to say, must be regular or it dies fast Use as a vehicle to DRIVE WEBSITE TRAFFIC. That’s

where we’ll capture data – which is the key to building that relationship

Stephanie Miller, Email Insider, 2009

Now that you’ve collected the data – what do you do

with it?

•Record donor details•Record donor preferences•Segmentation capabilities•Individual email•Mass email•Snail mail

Put it in a database!

Accurate InformationAccurate Information

Keeping it simple

Prospect Website

Gather InformationUse Email

Database

Conclusions/ApplicationConclusions/Application

Fundraising is still based upon Relationships Fundraising is still based upon Relationships The Internet expands our opportunity for The Internet expands our opportunity for

Communications (2 way!)Communications (2 way!) Your website is a logical place to promote Your website is a logical place to promote

engagement and collect dataengagement and collect data Effective & Personalized Communications build Effective & Personalized Communications build

strong Relationshipsstrong Relationships You can build stronger relationships by using You can build stronger relationships by using

technology (more with less!)technology (more with less!) Stronger relationships can mean stronger Stronger relationships can mean stronger

fundraising resultsfundraising results

What Now?What Now?

1. Take a look in the mirror

How do you stack up?

- Website Design- Ability to Engage- E-mail/Communications- Social Media Presence

What Now?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!)

What Now?What Now?

3. Continuous Evaluation

Must be Measurable & Regular

- Website Hits- Fundraising- Donor Retention- Communications

- Cost vs. Results- Social Media “Friends”

What Now?What Now?

4. Have Fun!!!

- Try New Things- Get Creative- Share your passion for

your school and for the students you are ultimately helping!

Questions?

Mike KierceMike.kierce@etapestry.com

317.336.3834www.etapestry.com