Build an online strategy for your medical research organization
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Transcript of Build an online strategy for your medical research organization
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MEDICAL RESEARCH
How Medical Research organizations are using Blackbaud online solutions to engage supporters, raise funds and deliver effective programs.
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A LOOK AT WHAT’S TRENDING IN ONLINE GIVING…
2012 Healthcare organizations experienced a 6.6% increase in online giving in 2012.
Healthcare organizations had close to 46% of all their online fundraising occur during October, November, and December 2012
In 2012, online giving with healthcare organizations accounted for 14.2% of all charitable giving, compared to industry average of 7%
Healthcare organizations that relied on multiple activities and engagement such as events and annual campaigns, performed much better in their fundraising than organizations that had fewer activities.
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T HE D IG ITAL CHAL L E NGE TODAY
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CONSTITUENT ATTENTION IS INCREASINGLY SCARCE & DISTRIBUTED
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• Poor retention• Expensive & difficult to
achieve revenue goals• Engage the community in
new & effective ways• Need to maintain influence &
seize opportunities• Brand consistency and
recognition• Inability to measure
effectiveness• Managing constituent
expectations
MEDICAL RESEARCH ORGANIZATIONS ARE ALSO CHALLENGED WITH
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RE S P ONDING TO T HE D IG ITAL CHAL L E NGE
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MobileVisual
www.nature.org
SocialRelevant
ENGAGING TODAY’S CONSTITUENT ONLINE MEANS BEING…
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ActDonate CommitShare
ENGAGEMENT COMES IN MANY FORMS
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E F F E CT IV E CONS T IT UE NT E NGAGE M E NT
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If You Could…
CONSTITUENT ENGAGEMENT MEANS
• Anticipate your constituents’ needs
• Know their interests, passions & preferences
• Offer more relevant interactions & opportunities to engage
You Would…
Improve acquisition & referrals
Engage with constituents & the community
Establish lifetime relationships
Grow support & fundraising
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APPROACH TO CONSTITUENT ENGAGEMENT
Keys to Effective Execution:
1. Build on every conversation
2. Create a fully integrated constituent experience
3. Get the most from each channel
4. Data-driven strategies for treatment based on the audience
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• Get the right message in front of the right person at the right moment.
GETTING ATTENTION
Key Strategies: Web Content, Mobile Content, Social Hooks, SEO, Design
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• Present an offer or promote a benefit that is convenient, timely and personal.
DRIVING ENGAGEMENT
Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways, Analytics & Optimization
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• Strike while the iron is hot by promoting sharing and channel conversion.
EXPANDING THE RELATIONSHIP
Key Strategies: Next Steps, Cross Marketing, Social Sharing
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RE S ULT S OF E F F E CT IV E CONS T IT UE NT E NGAGE ME NT
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BLACKBAUD CLIENTS LEAD THE MARKET
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• Visit our website
https://www.blackbaud.com/online-marketing/luminate-online
• Check out GUIDE Creative & our Design Portfolio
http://www.guidecreative.com/work/
• Subscribe to npEngage
http://www.npengage.com/
• Connect with us
WANT TO LEARN MORE?