What's Hot in Peer-to-Peer Fundraising: Industry Trends from Team TR & Friends
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9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 1
What’s Hot in Peer to Peer Fundraising:Industry Trends From TeamRaiser & Friends
PRESENTED BY:
A FUN, HIP, SMART GROUP OF PEOPLE
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LOOK WHO’S TALKING
TR FriendsMark Becker, Founding Partner, Cathexis Partners
Jennifer Brady, Director, Digital Platforms, American Cancer SocietyMelissa Dreyer, Director, Interactive Events, American Cancer Society
Donna Wilkins, Founder & President, Charity Dynamics
Team TeamRaiser (TR)Deepa Karani, Client Strategy Executive, BlackbaudNancy Palo, Senior Strategy Consultant, Blackbaud
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• Learn about key social & mobile industry trends• See examples of social & mobile-enabled
TeamRaisers• What’s this we hear about Do-It-Yourself (DIY)
fundraisers?• See DIY fundraisers using TeamRaiser• Make a new friend or two who knows more
about Peer to Peer than you!
HOW WILL YOUR LIFE CHANGE IN THE NEXT 90 MINUTES?
We DON’T want to see this!!
BUT THIS!!
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#BBCON TWEET YOUR TRACK:#bbinteractive#bbcultural#bbk12#bbanalytics#bbfundraising #bbcrm#bbfinancial#bbprodev#bblearnlab
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LET’S LEVEL SET - WHAT IS PEER-TO-PEER FUNDRAISING?
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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’S PEER-TO-PEER FUNDRAISING?
Non Profit
P2P Fundraising is almost always connected to some form of event or milestone.
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What’s HOT in Social
PRESENTED BY DONNA WILKINS, CHARITY DYNAMICSMELISSA DREYER, AMERICAN CANCER SOCIETY
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EVERYWHERE
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EVERYTHING
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ALL THE TIME
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SOCIAL MEDIATHREE STRATEGIES
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Broadcast
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Utilize
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Empower
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2020
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Measurements
GOALS
• Participants to reach more money• Increase number of donors• Increase average gift size
• Engage and Retain More Participants• Increase registration• Increase team size• Increase percent event participation• Increase retention
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Broadcast
•Grow•New
participants and donors
Utilize
•Learn•Seg
mentation, Coaching, 80/20
•Endorsement
Empower
•Impact
•Fundraising, Involvement, Experience, Reduce Churn
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AVAILABLE VS. ATTAINABLE
Online Activities
Offline Activities
Profile
Demographic
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IMPACT – LOOK FOR THE RIPPLE EFFECT
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• Share – forward, like, comment
• Promote – write, campaign, vote
• Create – post, link, integrate
• Extend – augment, adapt
• Support – give (donations, registrations, volunteer)
WHAT IS THE ASK?
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EXAMPLES
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SHARE IN NAVIGATION AND MULTIPLE PLATFORMS
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SHARE IN NAVIGATION AND MULTIPLE PLATFORMS
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SHARE IN NAVIGATION AND MULTIPLE PLATFORMS
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SOCIAL MEDIA LOGIN
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PARTICIPANT PEER TO PEER OPTIONS
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SOCIAL MEDIA PAGE
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BOUNDLESS FUNDRAISING
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BOUNDLESS FUNDRAISING
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ONLINE MOBILIZATION INCL. SOCIAL
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70 views or impressions on a post
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To reach 70 views or impressions in Boundless Fundraising Application, we need:
ONE Boundless User
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SOCIAL COMMERCE AND FUNDRAISING
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• Almost 25% of total internet time is spent on Facebook
• Users are 4 times as likely to conduct a transaction inside of Facebook if it is referred to them by a trusted friend.
F-COMMERCE
For fundraising, this means integrated Facebook event registration and
donation transactions.
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WHAT CAN WE DO TODAY?
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ENCOURAGE TRANSACTIONAL SHARING
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LEVERAGE SOCIAL PLUG-INS
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In a study of the top 10 brands on Facebook, users liked photos twice as often as text updates. And they shared videos 12 times more than photo and
text posts combined.
ENCOURAGE PHOTO AND VIDEO SHARING
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CREATE SHAREABLE INFOGRAPHICS
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CREATE SHAREABLE ASSETS
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CREATE SHAREABLE VIDEO CONTENT
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What’s HOT in Mobile
PRESENTED BY MARK BECKER, CATHEXIS PARTNERSJENNIFER BRADY, AMERICAN CANCER SOCIETY
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• 88% of US adults own a cell phone• 55% of these are cell Internet users• 17% report to access Internet mostly on cell phone
MOBILE STATISTICS
Source:
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• Responsive Web Design
THE MOBILIZATION OF TEAMRAISER REGISTRATION
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MOBILE OPTIMIZED EVENT REGISTRATION
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MOBILE OPTIMIZED EVENT REGISTRATION
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MOBILE OPTIMIZED EVENT REGISTRATION
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USING THE TEAMRAISER APIS• Cathexis Partner’s “TR2Go” event dashboard
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USING THE TEAMRAISER APIS: WWW.SKECHERSFRIENDSHIPWALK.COM• Skechers Foundation’s Friendship Walk
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AMERICAN CANCER SOCIETY MOBILE UPDATEFALL 2012
JENNIFER BRADY
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INDEX
1. Background
2. Mobile Strategy
3. Mobile Projects
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BACKGROUND
58
• Why is mobile important to ACS?
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WE ARE ALL WIRELESS
Mobile devices are rarely more than 4 feet from their owners.
US Population 311MWireless Subscribers 331M
US wireless penetration 104% (+6% yoy)
US wireless-only households 31% (+5% yoy)
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WE ARE ALL MOVING TO MOBILE
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• The number of people accessing the mobile Internet is expected to overtake the PC as the most popular way to get on the Web within five years.
• Average Americans spend 2.7 hours a day socializing on a mobile device.
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MOBILE REACHES KEY DEMOGRAPHICS
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KEY POPULATIONS- AND -ACTIVITIES
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MOBILE STRATEGY
• How did we make it happen?
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• History: Piecemeal• Expertise: Minimal• Enthusiasm: General• Vision: Vague• Resources: Limited• Urgency: Not Enough
2010: LOW AND SLOW
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• Comprehensive strategic plan
• Well-defined priorities• Support from leadership• New vendor relationships• New staff assignments• Budget!
2011: READY TO GROW
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• 4 major mobile launches• Measurable impact on
goals• Mobile workflows defined• Integrating with other
channels• More projects and phases
in development
2012: MOBILIZED!
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Align with ACS Brand and Digital Channel strategies, and work in concert with Social, Web, SEO strategies.
STRATEGIC ALIGNMENT
68
ACS BRAND STRATEGY
DIGITAL CHANNEL STRATEGY
Social Strategy
Mobile Strategy
Website Strategy
stay well, get well, find cures, fight back
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STRATEGIC OBJECTIVES
69
Build the Platform and the Process
Integrate and Educate in the Enterprise
Engage Consumers
Improve Mobile Fundraising
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• Establish vendor relationships and internal competence that support core mobile program components:- Mobile Web- App Development- SMS (Text Messaging)- Text To Give
• Define workflows, guidelines, roles and responsibilities to manage mobile projects.
• Align with enterprise Demand Management process.
BUILD THE PLATFORM AND THE PROCESS
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• Establish mobile as a critical part of the integrated online marketing stream.- Identify mobile needs and business goals in
business areas throughout the enterprise.- Create mobile elements that augment existing
campaigns and programs.• Communicate mobile development processes,
workflows, and best practices to key staff.- Identify, train and enable mobile decision makers
and content managers throughout the enterprise.
INTEGRATE/EDUCATE THE ENTERPRISE
71
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• Use mobile to generate excitement, loyalty, and satisfaction with ACS campaigns and events in the consumer marketplace.
• Extend the Society’s trusted and comprehensive library of cancer information onto mobile devices for fast, easy consumption by cancer info seekers.
• Leverage the intimacy and immediacy of mobile to create measurable mobile health tools that support Signature Strategies.
ENGAGE CONSUMERS
72
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• Develop mobile-friendly donor form (done)
• Upgrade Text To Give program
• Test other mobile transaction modes- Credit card readers such as Square, Sage, Mobilized- Phone-based payment - mobile wallet- Text-to-Pledge- Call center queuing from mobile hot-link- PayPal, Amazon Payments, Serve
IMPROVE MOBILE FUNDRAISING
73
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MOBILE PROJECTS
• Challenge accepted…
74
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MAJOR MOBILIZATIONS
Mobile Webm.cancer.org
m.relayforlife.org
Making Strides Against Breast Cancer
DetermiNation
Mobile AppsRelay For Life
Making Strides Against Breast Cancer
75
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MOBILE WEB
• Information, trust, speed, consumption
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M.CANCER.ORG
Objective: Create a mobile-specific version of cancer.org.
Approach: Uses a real-time proxy with dynamic page re-structuring to mobilize all the content on cancer.org (approx. 7,000 pages).
Result: • Mobile-friendly site delivers cancer.org content,
customized for easy viewing on a smart phone.
• Content published on cancer.org: Instantly live on m.cancer.org.
• Puts our trusted cancer information in consumer’s hands when they need it, where they need it.
77
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A MOBILE-FRIENDLY VERSION OF THE OUR FLAGSHIP WEB SITE, CANCER.ORG.
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M.CANCER.ORG
• Site launched in October 2011 (on time, on budget).• Key performance indicators all show positive
growth.• Enthusiastic reception by ACS staff, consumers,
media.• Vendor that implemented m.cancer.org also
developed m.relayforlife.org.
31
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• 4.4 million mobile visits since launch• Mobile as percentage of total site visits has
increased
MOBILE TRAFFIC IS INCREASING
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MOBILE CONTENT USAGE DIFFERS
81
Desktop Rank
Desktop Page Mobile Rank
Mobile Page
1 Homepage 1 Learn > Signs and Symptoms of Cancer
2 Learn About Cancer Index Page 2 Homepage
3 Learn > Signs & Symptoms of Cancer 3 Learn > Testicular Cancer > Do I …
4 Healthy > Guide to Quitting Smoking 4 Healthy > Guide to Quitting Smoking
5 Donations Form 5 Healthy > Calorie Counter Calculator
6 Healthy > Calorie Counter Calculator 6 Donate Online Now
7 About Us > Employment Opportun .. 7 Learn > Testicular Cancer > Signs
8 Learn > Breast Cancer Landing Page 8 About Us > Employment Opportun ..
9 Learn > Testicular Cancer > Do I … 9 Make a Donation
10 Get Involved Index Page 10 Cancer Facts and Figures
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M.RELAYFORLIFE.ORG
Objective: Establish a mobile website for Relay For Life that provides a mobile point-of-presence for the Relay Experience for both registered and not yet registered users.
Approach: Leverage proxy-style solution to mobilize both UCM and Convio pages cleanly with vendor-based support model that minimizes parallel publishing, allows for easy content updates and minimizes ACS technical and editorial effort.
Result: Launched early June 2012!
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M.RELAYFORLIFE.ORG
• Information for both registered Relayers and those interested in learning more.
• Single source publishing across multiple platforms and content owners.
• No additional work for field and event staff.• All content is scheduled to be mobilized, similar to
m.cancer.org.• Mobilization of Convio functionality to launch in late
winter.
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MOBILE MAKING STRIDES AND DETERMINATION
Objective: Create mobile-specific versions of the Making Strides Against Breast Cancer and DetermiNation fundraising Web sites.
Approach: Leverage Convio APIs and inherent platform capabilities to produce mobile-friendly pages that deliver the SAME content and similar interactions as desktop site.
Result: User-friendly mobile sites allow supporters to get local info, donate, register. No additional content creation tasks for ACS field staff.
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GET LOCAL INFO, DONATE, REGISTER
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NO ADDED CONTENT CREATION TASKS FOR ACS FIELD STAFF
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INFO FOR BOTH REGISTERED RELAYERS &THOSE INTERESTED IN LEARNING MORE.
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MOBILE APPS
• Ease, fun, features, richness, brand intensity
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EVENT MOBILE APPS (RELAY AND STRIDES)
Objective: Provide design and feature set direction for updated Relay and new MSABC mobile apps available on iPhone, Android & Blackberry devices. Include current feature set with improved usability and navigation on the front-end and upgrade to HTML 5 code on the back-end. Consolidate two apps under a consistent framework for support and design.
Approach: Work under a rapid application development model with our partner, Charity Dynamics, to deploy ACS-guided updates to the Mobile apps.
Result: Easier to update app for fundraising
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RELAY FOR LIFE MOBILE APP
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MAKING STRIDES MOBILE APP
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‘DIY’ Fundraising is so HOT
PRESENTED BY DONNA WILKINS, CHARITY DYNAMICSMARK BECKER, CATHEXIS PARTNERS
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MORE PEOPLE
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MORE FUNDRAISING
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• Allow you to say YES more
• More people raising more money in the ways that are most comfortable to them
• Online toolkits make it easy for you to say yes to more people
‘DO IT YOURSELF’ (DIY) FUNDRAISING
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102
IT’S ABOUT THE DIY HOST
• High quality donor experience for the “host”
- Create a page with photos, updates, etc.
- Professionally request support for your organization and the mission you care about
- Track donations, follow ups, thank yous
- Introduce friends and family to the organization
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TWO CATEGORIESDIY EVENTS
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Branded Events
DIY
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Your IdeaDIY
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ALZHEIMER’S LONGEST DAY
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108
MARKETING: AWARENESS EXAMPLE
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109
AWARENESS
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110
CHAMPION COACHING
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COLON CANCER FOUNDATION
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WATERCAN CHALLENGE 2012
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Each “Special Day” option is a
Participant type
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“Special Day” display options controlled by “Promo Codes”
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SECOND HARVEST FOOD BANK
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Only one Participant
Type to support Team Registration
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END EPILEPSY YOUR WAY
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1. Guidelines for events
2. TeamRaiser configuration- Registration- Waiver- Fundraising tools
3. Mission toolkit
4. Promote awareness of the program
5. eCommunication- Fundraising tips delayed auto-responders- Quarterly community communication- Social Media
6. Social media empowerment tools
7. Corporate sponsorship tips and kits
8. Toolkits for event types
ONLINE TOOLKIT CHECKLIST
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WANT TO LEARN MORE ABOUT ‘DIY’ FUNDRAISING??
121
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Boot Camp will help you:• Adopt a healthy fundraising lifestyle• Tone up your mid level fundraisers• Turn flab into social fundraisers• Build a rock solid core by engaging top performers
MARK YOUR CALENDARS FOR PEER-TO-PEER BOOT CAMP NOVEMBER 6-8, 2012!
Special Pre-Boot CampSession on Do It Yourself
Fundraising
November 5, 2012
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#BBCON TWEET YOUR TRACK:#bbinteractive#bbcultural#bbk12#bbanalytics#bbfundraising #bbcrm#bbfinancial#bbprodev#bblearnlab Thank you for coming to our
session!
Please provide your evaluation on our session!
And don’t forget to tweet!!
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Deepa Karani, Blackbaud
www.blackbaud.com
Mark Becker, Cathexis Partners LLC
www.cathexispartners.com
Donna Wilkins, Charity Dynamics
www.charitydynamics.com
CONTACT US:
Nancy Palo, Blackbaud
www.blackbaud.com
Jennifer Brady, American Cancer Society
www.cancer.org
Melissa Dreyer, American Cancer Society
www.cancer.org