“The Latest Tools in fundraising and Donor Cultivation Technology”

National Missionary ConventionLexington, KentuckyNovember 20, 2010

Barry WeaverAccount ExecutiveFaith Based OrganizationseTapestrybarry.weaver@etapestry.com

In general, nonprofits have two cornerstone development strategies:

Acquisition Cultivation

Today’s environment is a little different:

Acquisition Cultivation

Acquisition

Cultivation

How many groups are nonprofits are there in the USA?

Published by Giving USA Foundation

Researched and written at: The Center for

Philanthropy at Indiana University

Giving USA 2010: The annual Report on Philanthropy for the Year 2009

http://www.givingusa.org/gusa/gusa_order.cfm

• Total estimated charitable giving dropped 3.6%

• Individual giving fell.4%• Foundation grant

making fell 8.9%• Corporate giving

increased 5.5% (mainly due to in-kind gifts)

Who’s Behind the Money?

Churches People

So, what do you need to do to keep your supporters loyal?

Prompt, personalized acknowledgementConfirmation that gifts are being used as intendedResults on outcomes, prior to being asked again

The Rules Still Apply

It’s all about relationships…not technology

How can technology help acquire new supporters and

build relationships?

Teens and Young Adults are the early adopters of technology.

Interesting findings from Pew Internet Research

Small Changes to your Website can make a HUGE DifferenceBefore/After/After

Make it easy for your supporters to donate online.

The Results• Convenient for the donor• Gift is automatically deposited and put to use by the nonprofit • With integration, the gift is automatically recorded in your

database • Donor is acknowledge and thanked immediately which makes the

donor more likely to continue to give to your organization • Clean accurate data/results

eCommerce page to collect Prayer Requests

Do you have an Online/Social Media Strategy?

Media & PR

E-mail Campaigns

Social Networks

Integration with Direct Mail

Banner Ads on Homepage, Blog and eNewsletter

Google Adwords

YouTube!• Provides a strong avenue for your organization to broadcast

testimonials and describe how you are serving the community

• Allows you to attract more traffic to your website

• Videos can easily be posted on website or as a link within an eBlast or eNewsletter

• FREE service to increase your visibility

• Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents

The most popular YouTube Video for 2009 with over 37 million views?

Broadcast your Cause

1. Reach Out – “Call to Action”2. Partner up – promote other organizations3. Keep it Fresh – create series, people who subscribe

will be notified each time you post a new video4. Spread Your Message – pass links, imbed your links

on other social media sites5. Be Genuine – your videos don’t have to be perfect

Real Life Example….eNewsletter

Dec 11, 2008:Subject line: Urgent Appeal: Your gift to CRS is

vitally important!

Straight Appeal Static donation formRaised $112k

View the donation form

Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009

Dec 29:Subject line: Only 48 hours left to make a tax-deductible gift!

Added “hotspot” text

Added video message from our president (that plays right on the donation form)Added a strong pull-quoteRaised $112kWatch the video

Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009

Dec 31:Subject line: Final Deadline: Last chance

to make a tax-deductible gift

New “hotspot” textKept video message from

our presidentNew pull quoteRaised $119kWatch the video

Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009

Was CRS’s most successful online fundraising campaign to date (non-emergency).

• Three e-mail messages in this campaign (based on a direct mail piece)

• Banner ads used on website• YouTube Video message from the president• Posts on social networking sites advertising campaign • Coordination with Google AdWords

When the campaign was finished, it raised $594k online. Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009

The Results…

TWITTER—Stupid or Worth a Second Look?

What is Twitter?? Twitter is a service for friends, family, and co–workers to communicate and

stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?

Often times referred to as a “micro-blog” (140 characters or less) where entries are “TWEETS”

A service that is QUICKLY gaining momentum!But NTEN (the Nonprofit Technology Network) reminds us that Twitter isn’t the point. Relationships are the point. Relationships are always the point.

The most basic of fundraising secrets is that people give to people. Twitter is simply one more tool to help people connect with each other.

**Can your nonprofit afford to not explore all the tools available?**

Celebrity Tweet Auction on TwitChange

Users bid to get three things:

1. Be followed by their favorite celebrity

2. Retweeted3. Or mentioned by

them in a special tweet

Total Raised $531,640.25

Charitywater.org

• 1,307,758 followers on Twitter• Use twitter to keep

followers up to date and drive them to website• Photo of the day• Raised $250,000 in one

day with a “Twitterfest”

Multiple options for people to give.

Multiple options for people to give.

Nuns Who Tweet

Takeaways from Twitter…• Don’t get overwhelmed—there is a lot of information to sift

through in the beginning as you learn how to use it effectively• Don’t be afraid to try it and start connecting with other like

organizations—You’ll be surprised how fast your followers grow• “Tweet” regularly—assign someone this responsibility each

week• Use Twitter to reach out to your constituents as a way to get

information in front of people—whether that be about your organization as a whole or to inform them of the need for support, or to celebrate how well things are going

“Peer-to-Peer”“Friends Asking Friends”

“Viral” Fundraising

Personal Fundraising Pages Main Page for TripThis Main Page is a consolidation page for the entire event or fundraising activity that includes all Team and Individual Pages and includes a real time status thermometer

Register allows patrons to register for the event and build their own Team or Individual web page

Find a Team or Participant allows patrons to find a team or participant they can donate directly to

Make a Donation allows patrons to make a general donation to the entire event that does not have to be linked to a participant or team

Email to Family & Friends

Link to Personal Page

Individual’s Page

This is an Individual’s Page that can be linked to a team or the general event and shows Top and Recent donations and includes a real time status thermometer

Sponsor Me allows the patron to contribute towards this individual’s fundraising goal

Email confirmation sent

Intern Support

Share to your Social

Networking Sites!

Quick to produce in times of emergency

Personal Fundraising results are typically pretty impressive. Take a look…

• 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!

eCommerce

Website

eNewsletter

Database

Constituent Home Page with summary information about the person from their account.

Relationships tab for connecting people to each other based on the types of relationship important for you to track.

Journal tab for managing gifts & pledges, notes, contacts and calendar items.

eTapestry has the capability to establish auto payments from CC or bank account to a person’s pledge or recurring gift schedule.Missionaries, staff and leaders can enter notes and keep track of their contacts, email and phone conversations with their members.

Gift entry: connect each transaction to fund, campaign and approach – letter to be sent - process cash, check, CC or EFT, in-kind gifts – track gifts given in memory or honor of people

Defined Fields tab with an unlimited number of custom fields to track the information important to you.

The importance of reporting:

Reporting to Improve donor retention

What is next???

Facebook Messages(Facebook has over 500 million subscribers)

Facebook messages would channel “all e-mails, text messages and chats through a single point, Facebook Messages will offer users what

Mr. Zuckerberg called a “social in-box” that will prioritize messages from friends and close acquaintances, potentially saving time. And it

will make it easy for people to retrieve all the communications they’ve had with a person through various channels.”

“Mr. Zuckerberg says 350 million Facebook users already use its messaging service, exchanging more than four billion messages each

day.” New York Times Business Day Technology

Miguel HelftPublished: November 15, 2010

Resources…1. eNewletters & Consulting:http://www.forimpact.org/http://www.theagitator.net/http://www.raisersharpe.com/http://breakthrufundraising.com/

2. Technology for Nonprofit Organizationshttp://home.techsoup.orghttp://www.beracha.org

3. Using Social Mediahttp://beth.typepad.com/http://www.charitywater.org/http://ahomeinhaiti.org/

4. Nonprofit Giving & Technology Researchhttp://www.blackbaud.com/company/resources/industryanalysis/analysis.aspxhttp://www.givingusa.org/gusa/gusa_order.cfmhttp://www.pewinternet.org/