8 Breakthrough Strategies Seminar
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Transcript of 8 Breakthrough Strategies Seminar
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eTapestry is a Blackbaud Company
Brooke Csukas
Account Executive
8 Breakthrough Strategies for the Next Decade of Fund Raising:
An Executive Briefing
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eTapestry is a Blackbaud Company
What is our history?What is our history?
• Founded by former execs of Master Software
• First “Software as a Service” solution for nonprofits in 1999
• 6,000 nonprofit clients around the world
• Became part of Blackbaud-August 2007
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eTapestry is a Blackbaud Company
AgendaAgenda
1. Pure Fund Raising Tools• Matching Gifts• Recurring Gifts• Essentials for the “Ask”• For Impact Report• Segmentation
2. Relationship Building Tools• CRM• Email
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eTapestry is a Blackbaud Company
Agenda (cont.)Agenda (cont.)
2. Relationship Building Tools (cont)• Web 2.0• Moves Management• eTap Mobile
3. Benchmark Reporting
4. Donor Loyalty
5. Community Building (Donor Login)
6. Web Site Optimization
7. Research/Analytics
8. API (Interface to the world outside)
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eTapestry is a Blackbaud Company
“Today we have the chance to seize two hours which could have a major impact on monies raised for your mission!”
Jay Love CEO and Co-Founder of eTapestry
Photo credit: Sorin Brinzei
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eTapestry is a Blackbaud Company
The Rules Still Apply
(It’s all about relationships…not technology)
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eTapestry is a Blackbaud Company
Know the Difference
It is Now a New WorldIt is Now a New World
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eTapestry is a Blackbaud Company
“Your database is like a septic tank. (Does that comparison bother you?) If it's working well, you barely give it much thought. But nobody likes getting into a septic tank. If your database is not well maintained, you're going to have a real mess on your hands. Keep it in working order.”
Jerold Panas
1. Pure Fundraising Tools1. Pure Fundraising Tools1. Pure Fundraising Tools1. Pure Fundraising Tools
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
Quite Simply a Doubling of Donation Amounts!
Most Often Money that Falls Through the Cracks
Relationships, Relationships, Relationships
Leveraging Your Technology Investment
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts
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eTapestry is a Blackbaud Company
The Foundation of many Fundraising Programs
Key in ePhilanthropy Transactions
Constituents become Investors rather than Donors
Technology makes it Easy
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts
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eTapestry is a Blackbaud Company
It Must be Easy or it will not be Used!
“Home Page”
Investors in Your Mission
Relationship + Knowledge + Proven Plan = SUCCESS
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Essentials of the AskEssentials of the Ask
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Essentials of the AskEssentials of the Ask
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Essentials of the AskEssentials of the Ask
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Essentials of the AskEssentials of the Ask
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:Essentials of the AskEssentials of the Ask
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eTapestry is a Blackbaud Company
Based Upon Proven Results
So Simple Yet So Powerful
The Pareto Principle at it’s Best
A Report that Anyone and Everyone can use
1. Pure Fundraising Tools:1. Pure Fundraising Tools:For Impact For Impact ReportReport
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eTapestry is a Blackbaud Company
Capacity to Give Score
Relationship to Your Organization Score
Timing Score
Past Giving to Your Organization Score
Past Philanthropic Giving Score
1. Pure Fundraising Tools:1. Pure Fundraising Tools:For Impact For Impact ReportReport
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:For Impact For Impact ReportReport
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:For Impact For Impact ReportReport
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:For Impact For Impact ReportReport
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eTapestry is a Blackbaud Company
Personalize Everything You Can
Let Technology do the Work for You
Queries can be Intuitive and Easy
Think with Building Blocks and Logic
1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation
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eTapestry is a Blackbaud Company
1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
Strong Relationships are from Knowing Important Details, Hopes and Dreams
Easily Supplement your Memory
Only Works if Used Daily by All
A Remarkable “Secret Weapon” for Fund Raising
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
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eTapestry is a Blackbaud Company
“If you want milk from a cow, you don’t send it a letter.”
Si Seymour
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)
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eTapestry is a Blackbaud Company
The Foundation of the Communications Revolution
Expected by EVERY Generation Now
Use Properly or the Results are Worse than not
A Fraction of the Cost of Other Forms of Communication
2. Relationship Building:2. Relationship Building:eMaileMail
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:eMaileMail
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eTapestry is a Blackbaud Company
Email Key Functions
Tracking: bounces, opens, click-throughs
Subscription management: automated unsubscribe or opting out link
2. Relationship Building:2. Relationship Building:eMaileMail
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eTapestry is a Blackbaud Company
Key Functions:
Deliverability: Fulltime staff 24/7 monitoring blacklists, spam filtering and ISP standards
Horsepower: Up to 300,000 emails per hour via a schedulerSpam analysis tools
WYSIWYG editor
2. Relationship Building:2. Relationship Building:eMaileMail
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eTapestry is a Blackbaud Company
You are NOW the Catalyst not the Originator
Where Thousands of New Relationships can Begin
Traffic you Always Dreamed of for your Web Site
Easier than you Think to Do
2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0
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eTapestry is a Blackbaud Company
Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0Web 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.
2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0
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eTapestry is a Blackbaud Company
Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0 Web 1.0 was about reading, Web 2.0 is about writing Web 1.0 was about organizations, Web 2.0 is about
communities Web 1.0 was about home pages, Web 2.0 is about blogs Web 1.0 was about portals, Web 2.0 is about RSS Web 1.0 was about owning, Web 2.0 is about sharing
Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0
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eTapestry is a Blackbaud Company
Source: The Wall St. Journal , 2006
2. Relationship Building:2. Relationship Building:Web 2.0 – Online Video UseWeb 2.0 – Online Video Use
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 – Fun VideoWeb 2.0 – Fun Video
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 – Social NetworkingWeb 2.0 – Social Networking
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eTapestry is a Blackbaud Company
1,313
Friends
12,309
Friends
18,047
Friends
25,037
Friends
2. Relationship Building:2. Relationship Building:Web 2.0 – Social NetworkingWeb 2.0 – Social Networking
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 - RSSWeb 2.0 - RSS
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 - PodcastsWeb 2.0 - Podcasts
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 – Message BoardsWeb 2.0 – Message Boards
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Web 2.0 - WikipediaWeb 2.0 - Wikipedia
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eTapestry is a Blackbaud Company
Peer Fundraising OnlinePeer Fundraising Online
2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Fundraising PagesWeb 2.0 – Personal Fundraising Pages
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
Average volunteer sends over 30 emails One in four emails sent by a volunteer
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!
2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising
ResultsResults::
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eTapestry is a Blackbaud Company
CRM Based Upon a PROVEN Roadmap
Status Reports anyone would envy
The Foundation of Many a Successful Campaign
A Plan which “Stays” even if Staff does not
2. Relationship Building:2. Relationship Building:Moves ManagementMoves Management ©
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Moves ManagementMoves Management ©
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eTapestry is a Blackbaud Company
2. Relationship Building:2. Relationship Building:Moves ManagementMoves Management ©
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eTapestry is a Blackbaud Company
All Excuses for NOT Using CRM are Gone
The Ultimate Tool for in the Field!
2. Relationship Building:2. Relationship Building:Moves ManagementMoves Management ©
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eTapestry is a Blackbaud Company
• Included with your eTapestry service
• Specifically formatted for mobile use
• Fast
• Real time information – no syncing or downloading
2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile
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eTapestry is a Blackbaud Company
Search for any account in your database
2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile
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eTapestry is a Blackbaud Company
Hotlinks allow you to easily phone, email, or even get a map…
2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile
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…giving you instant tools for your mobile travels
2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile
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Store and see pictures, or drill down into a giving summary…
2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile
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…detailing a donors financial support
2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile
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Add new contact information from your mobile device and have all the details…
2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile
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You can even run queries with eTapestry Mobile…
2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile
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Best of all . . . eTapestry Mobile is no charge with your eTapestry service!
2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile
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3. Benchmark Reporting3. Benchmark Reporting
How would you go about finding the number of lapsed donors and dollar amounts for them?
How do you compare your organization to others?
How do we measure success of our organization with similar groups?
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3. Benchmark Reporting3. Benchmark Reporting
Direct Comparisons are Powerful
Accurate Data from Thousands of Non-Profits
Ability to Isolate Peer Groups
Focus Your Team on Areas with the Greatest Impact
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3. Benchmark Reporting3. Benchmark Reporting
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3. Benchmark Reporting3. Benchmark Reporting
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3. Benchmark ReportingBenchmark Status Report
3. Benchmark ReportingBenchmark Status Report
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3. Benchmark ReportingBenchmark Comparison Report
3. Benchmark ReportingBenchmark Comparison Report
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How do you know which donors are loyal?
Which are accessible?
Which feel trapped?
Which are at risk?
4. Donor LoyaltyQuestions
4. Donor LoyaltyQuestions
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4. Donor Loyalty 4. Donor Loyalty
Why Measure?Why Measure?
• More NP’s Equal More CompetitionMore NP’s Equal More Competition
• Appropriate Donor Strategy is EasierAppropriate Donor Strategy is Easier
• Donors Expect MoreDonors Expect More
• Everyone Loves to Provide Their Opinion Everyone Loves to Provide Their Opinion
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4. Donor Loyalty 4. Donor Loyalty
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4. Donor Loyalty 4. Donor Loyalty
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A donor’s loyalty level is indicated on the search screen
4. Donor Loyalty 4. Donor Loyalty
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- Value/Strategic Fit +
-
L
oya
lty
+
Value Creators
Grow
Value Sustainers
Harvest
Value Detractors
Replace
Value Opportunities
Convert
4. Donor Loyalty 4. Donor Loyalty
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Retaining Current Donors is Job # 1
Knowing Where to Focus is Essential
Avoidance of Lapsed Donors is Huge
“Keep your Friends Close”
4. Donor Loyalty 4. Donor Loyalty
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5. Community Building Donor Login
5. Community Building Donor Login
Like it or Not You are Now Open 24/7
Community Involvement Creates Web Site Stickiness!
Your Mission Communication is Enhanced
Constituent Bonding is Stronger
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5. Community Building Donor Login
5. Community Building Donor Login
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Keith Davis
5. Community Building Donor Login
5. Community Building Donor Login
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5. Community Building Donor Login
5. Community Building Donor Login
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5. Community Building Donor Login
5. Community Building Donor Login
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6. Web Site Optimization6. Web Site Optimization
If Relationships are Built on Communications . . .
Basic Parameters are Driven by Common Sense
A Few Key Changes can Make a Huge Difference
Leverage Partners who KNOW the Non Profit Sector
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Both are Masters of Multi-Channel Marketing!
6. Web Site OptimizationBe Like Martha or Oprah
6. Web Site OptimizationBe Like Martha or Oprah
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PrintOther Tools
An Integrated Strategy
In Person Meetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
6. Web Site Optimization6. Web Site Optimization
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What are the goals? How will we measure success? What are the specific tactics? Do we need any new tools or assistance? Who is responsible for what? Is everyone on the same page?
6. Web Site Optimization:Start with a Plan
6. Web Site Optimization:Start with a Plan
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“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
6. Web Site Optimization6. Web Site Optimization
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6. Web Site Optimization:Before and After
6. Web Site Optimization:Before and After
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DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website
http://www.the-dma.org/privacy/creating.shtml
6. Web Site Optimization:Privacy
6. Web Site Optimization:Privacy
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6. Web Site Optimization:Needle in a Needle Stack
6. Web Site Optimization:Needle in a Needle Stack
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6. Web Site Optimization:Breakthrough the Clutter
6. Web Site Optimization:Breakthrough the Clutter
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6. Web Site Optimization:Keeping it Simple
6. Web Site Optimization:Keeping it Simple
Advanced Email
Database
Ecommerce
Website
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INTEGRATION is the KEY!
6. Web Site Optimization:Next Steps
6. Web Site Optimization:Next Steps
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Sept Oct Nov. Dec
E-Newsletter 9/15 10/15 11/15 12/15
Pre Telemarketing e-mail
9/20
TM campaign starts 10/1
Year end direct mail 11/20
Year End E-Mail hits 1 and 2
12/20 / 12/28
6. Web Site Optimization:Example Plan
6. Web Site Optimization:Example Plan
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Does it accept donations by credit card? 94% Does it have a blog? 53% If you have a blog, can readers comment on it? 54% If you have a blog, does it have links to other blogs
52% Do you post any videos on your website? 75% Do you have podcasts on your website? 32% Do you host message boards? 22% Do you provide an RSS feed to your website? 29%
• Overbrook Foundation Survey of Human Rights NPO’s in 2007
6. Web Site Optimization:Web Site Integration
6. Web Site Optimization:Web Site Integration
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Mention Benefits & Ease Of Online Contributions
6. Web Site Optimization:Integrate on and off line appeals6. Web Site Optimization:Integrate on and off line appeals
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6. Web Site Optimization:Use eMail & direct mail together6. Web Site Optimization:Use eMail & direct mail together
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Plan
Take an Integrated Approach
Timely & Focused - Act Quickly When Needed
Test Something New All The Time
“SHOP” Others
Think Targeted One-To-One Marketing
People Give to People
Have Fun!!!!
6. Web Site Optimization:Keys to Success
6. Web Site Optimization:Keys to Success
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"Do one thing every daythat scares you."
– Eleanor Roosevelt
"We have a strategic plan. It's called doing things."
– Herb Kelleher
6. Web Site Optimization6. Web Site Optimization
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6. Web Site Optimization:Oprah & Martha would be proud
6. Web Site Optimization:Oprah & Martha would be proud
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6. Web Site Optimization:Oprah & Martha would be proud
6. Web Site Optimization:Oprah & Martha would be proud
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eTapestry is a Blackbaud Company
7. Research/Analytics7. Research/Analytics
Knowledge is Key to Success
Data MUST be Accurate to be Useful
Saving Time Allows the Data to be Used!
Database Integration and Updating Makes the Process much Easier
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Subscriber ServicesSubscriber Services
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8. API(Interface to the World)
8. API(Interface to the World)
Imagine a Phone without any Outside Connections
Allows Integration to the Fullest
Reduces or Eliminates Errors in Data Handling
Your Technology ROI Increases Dramatically!
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8. Application Program Interface8. Application Program Interface(API): Connect to the World(API): Connect to the World
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EpilogueEpilogue
10 Technology Resolutions for 2008
Sarah Robbins
Director of Emerging Technologies
Mediasauce
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1. Set up a Gmail Account1. Set up a Gmail Account
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2. Post Pics to Flickr2. Post Pics to Flickr
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3. Try a Microblog3. Try a Microblog
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4. Create a Google Alert 4. Create a Google Alert
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5. Set Up an RSS5. Set Up an RSS
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6. Share a YouTube Video6. Share a YouTube Video
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7. Really Use Your Cell Phone(Send a text or a video)
7. Really Use Your Cell Phone(Send a text or a video)
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8.8. Join a Social Network8.8. Join a Social Network
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9. Share PowerPoint Slides(Save a tree or two!)
9. Share PowerPoint Slides(Save a tree or two!)
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10. Play a Video Game10. Play a Video Game
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eTapestry is a Blackbaud Company
Thank you!Thank you!
Brooke CsukasAccount Executive