Friends Asking Friends and eTapestry
46
9/28/2013 #bbcon 1 eTapestry and Friends Asking Friends Tuning Into the Right Channel PRESENTED BY: ANGIE VOGT
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Transcript of Friends Asking Friends and eTapestry
9/28/2013 #bbcon 1
eTapestry and Friends Asking Friends Tuning Into the Right Channel
PRESENTED BY: ANGIE VOGT
9/28/2013 #bbcon 2
INTRODUCTIONS
Hi!
I’m Angie
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TWEET ABOUT OUR SESSION
TWEETING OR FOLLOWING TWEETS
ABOUT THE CONFERENCE? #BBCON
TWEETING OR FOLLOWING TWEETS
ABOUT ETAPESTRY? #BLKBETAP
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By the time we finish today we will have learned
What forms of Multi-channel Marketing are
reaching which groups of people?
What is Peer to Peer Fundraising?
How does Peer to Peer Fundraising fit in this multi-
channel world and more importantly, how can I use
Peer to Peer Fundraising to increase my
organization’s fundraising efforts and to connect us
with solid prospective donors?
How can I use Peer to Peer Fundraising (Friends
Asking Friends) with eTapestry to increase my
house file to cultivate and grow my donor base?
OUR AGENDA
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Definitions from the For-Profit Arena
To better understand why and how for-profits engage in integrated multi-channel marketing, below are several definitions with key points highlighted:
Integrated marketing communication is a way of looking at the whole marketing process from the viewpoint of the customer. (To paraphrase: Organizations need to align processes and engage customers based upon their expressed needs and wants garnered from the real data collected and analyzed and not based upon how they are internally structured.)
Professor Philip Kotler S.C. Johnson & Son Distinguished Professor of International MarketingKellogg School of Management, Northwestern University
WHAT IS MULTI-CHANNEL (INTEGRATED)
MARKETING?
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What Channel
do your event
participants
and donors
tune into?
MULTI-CHANNEL MARKETING
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EMAIL?
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FACEBOOK?
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TWITTER?
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LINKED IN?
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DIRECT MAIL?
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PEER TO PEER FUNDRAISING?
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THIS WEEK’S
SCHEDULE
SUN MON TUES WED THUR FRI SAT
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Status
YOUR DONORS ARE TUNING INTO MANY
CHANNELS, HOW WELL DOES YOUR
PROGRAMMING LINE-UP REACH THEM?
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• The fastest growing demographic on Twitter is the 55 to 64 age bracket.
• 189 million of Facebook's users are "mobile only."
• YouTube reaches more U.S. adults aged 18 to 34 than any cable network.
• Every second two new people join LinkedIn.
• Social media has overtaken all other activity on the Web.
• LinkedIn has a lower percentage of active users than Pinterest, Google+, Twitter, and Facebook.
• 93% of marketers use social media for business.
• 25% of smartphone owners ages 18 to 44 say they can't recall the last time their smartphone wasn't next to them.
• Even though 62% of marketers blog or plan to blog in 2013, only 9% of U.S. marketing companies employ a full-time blogger.
• 25% of Facebook users don't bother with privacy settings Source: Business Insider 7/19/13
10 SOCIAL MEDIA STATISTICS THAT WILL SHAPE
YOUR SOCIAL STRATEGY
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SOCIAL LOGIN PREFERENCES – IN GENERAL
Source: Gigya
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SOCIAL LOGIN PREFERENCES – EDUCATION/
NON-PROFIT
Source: Gigya
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SOCIAL SHARE PREFERENCES – IN GENERAL
Source: Gigya
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SOCIAL SHARE PREFERENCES – EDUCATION/
NON-PROFIT
Source: Gigya
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GENERATIONAL GIVING
Source: Blackbaud
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WHAT IS PEER TO PEER (P2P)?
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• A style of fundraising where an organization recruits individual supporters
to ask their friends and family to donate to that organization.
WHAT IS PEER-TO-PEER FUNDRAISING?
Non Profit
P2P Fundraising is almost always connected to some form of event or personal milestone.
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It is more about their NETWORK,
than their NETWORTH!
WHAT’S DIFFERENT ABOUT PEER 2 PEER?
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YOUR STORY
THEIR STORIES
TELL STORIES FOR DEEPER IMPACT
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Technology enhances current activities Expand your reach and broadcast your message
Decrease cost of supporter acquisition
Increase efficiencies
Your supporters’ viewpoints Deliver personalized communications
Communicate with them where they are &
when they are ready
P2P = Multi Channel Fundraising
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PEER TO PEER = PREFERRED ACROSS
DEMOGRAPHICS
Sources: Convio Next Generation of Giving Report;
% of donors say appropriate solicitation channel
Peer to Peer
Social Media
Text
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EVOLUTION OF PEER TO PEER
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Run Walk Ride (RWR)
• A-thon Events
• 5k, Walk, Danceathon
• Run by the org, branding is key
• Team Structures
DIY
• Virtual or run by fundraiser only
• Org provides tools to motivated supporters
• Donate your Birthday, Wedding, Spaghetti Dinner…
• Evergreen = run all year!
Tribute
• Personal Pages Created in Honor or Memory
• No physical event
• Personal page tells story, collects gifts in honor
• Evergreen = run all year!
Consumer Portal
• 3rd party site hosts fundraising pages
• Consumers create pages on their favorite charity’s behalf
• Org has little/no involvement, not branded
Multi-Charity Event
• Fundraisers participate in larger event
• Fundraise on org’s behalf, often as team
• Ex: I’m running NYC Marathon on behalf of ABC Foundation – support me!
P2P HAS MANY FORMS…
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HOW DO YOU MOVE FROM THE
“COMMERCIALS” TO THE “REGULARLY
SCHEDULED PROGRAM”?
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WITH…
THE CONNECTION BETWEEN FRIENDS
ASKING FRIENDS AND ETAPESTRY!
eTapestry’s DIY Forms
eTapestry’s Advanced Email
eTapestry’s FAF Connector
INVITE YOUR CONSTITUENTS TO
PARTICIPATE IN YOUR EVENT
eTapestry’s DIY Forms
eTapestry’s Advanced Email
eTapestry’s FAF Connector
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YOUR FRIENDS ASKING FRIENDS EVENT
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YOUR PARTICIPANTS WILL TELL THEIR STORY
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PARTICIPANTS SPREADING THE WORD!
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FRIENDS MAKE DONATIONS
THE ENTRIES ARE RECORDED IN
ETAPESTRY
eTapestry’s DIY Forms
eTapestry’s Advanced Email
eTapestry’s FAF Connector
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DONATION IMPORTED FROM
FRIENDS ASKING FRIENDS
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SOFT CREDITS ARE CREATED
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PARTICIPATION ENTRY
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PARTICIPANT TRANSACTION DETAIL
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GET TO KNOW YOUR NEW DONORS
• Thank them!
• Follow up with your new donors via your
prescribed implementation program
• Mention the donor in a tweet
• Cultivate the relationship
READY FOR YOUR NEXT EVENT?
INVITE YOUR CONSTITUENTS (OLD AND NEW)
TO PARTICIPATE IN YOUR EVENT
eTapestry’s DIY Forms
eTapestry’s Advanced Email
eTapestry’s FAF Connector
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We’ve covered a lot of ground today
What forms of Multi-channel Marketing are
reaching which groups of people?
What is Peer to Peer Fundraising?
How does Peer to Peer Fundraising fit in this multi-
channel world and more importantly, how can I use
Peer to Peer Fundraising to increase my
organization’s fundraising efforts and to connect us
with solid prospective donors?
How can I use Peer to Peer Fundraising (Friends
Asking Friends) with eTapestry to increase my
house file to cultivate and grow my donor base?
BEFORE THE CREDITS ROLL….
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QUESTIONS?
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THANKS FOR COMING!
If you have additional questions—
Stop by our booth to visit
Email me at
Contact your account executive
