Embracing Technology as a Nonprofit2010 Seminar
Katie Rucker
Healthcare Account Executive – Blackbaud/eTapestry
June 2010
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Agenda:
The economy and fundraising A look at our groups in 2009…. How do you stack up? Cornerstone strategies
-Website optimization
-Recurring gifts
-eCommerce
-Communication – direct vs. email
-Data management, reporting, etc. Relationship Management – CRM tools What’s New @ eTapestry?! How eTapestry can help you succeed
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How is the economy effecting giving?
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How is the economy effecting giving? Donors plan to give less through direct mail, telemarketing, door-to-door
canvassing and MORE through online giving and in kind gifts instead of cash
Overall Online Gifts have increased 26% in 200 Donors are tired ---SEGMENT to avoid fatigue More competition for fewer dollars Your services are needed more Increase need for accountability THE MORE PEOPLE DO WITH YOUR ORGANIZATION, THE LARGER THEIR
GIVING AND ENGAGEMENT!
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How did our organizations fare in 2009?
Average results for over 2500 of our current customers· Organization Type Comparison
• Arts• Education• Faith-based• Healthcare• Public and Social Services• Other
· Geographic Region Comparison• Northeast• South • Midwest• West
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Benchmark Giving Dynamics Report
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Period Number of Donors Number of Gifts Total Gifted Average Gift Total Raised Total
Received Number of
Online Gifts Total Received
from Online Gifts Average Online
Gift
2009 360 564 249,487.57$ 441.63$ 325,385.19$ 313,110.89$ 26 4,661.41$ 175.76$
Average Across 2781 Nonprofit Organizations
2009 eTapestry Benchmark Status Report
Status Number of Donors % of Donors 1/1/2008 - 12/31/2008 1/1/2009 - 12/31/2009 Changed % ChangeTotals 596 0 406,801.28 276,050.88 -130,750.40 -32New 156 26 0 68,525.16 68,525.16 0Recapture 44 7 0 31,126.52 31,126.52 0Upgrade 47 7 45,622.39 94,328.35 48,705.96 106Same 36 6 26,913.66 26,913.66 0 0Downgrade 49 8 131,366.36 55,157.19 -76,209.17 -58Lapsed New 161 27 93,706.34 0 -93,706.34 -100Lapsed Other 103 17 109,192.53 0 -109,192.53 -100
2008 - 2009 eTapestry Giving Dynamics Report
Average Across 2,771 Nonprofit Organizations
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5 Thing the database can do for you!
1. You need to move beyond business as usual; despite the economic climate
2. You need to drive results
3. You need greater efficiencies
4. You need increased productivity
5. You need greater reporting
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The basic rules still apply…
Fundraising is still about relationship building
Acquisition Cultivation
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Today’s environment is a little different:
Acquisition Cultivation
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Who’s Behind the Money?
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So, what do you need to do to keep your supporters loyal?
Prompt, personalized acknowledgement Confirmation that gifts are being used as intended
· 46% of donors say they’ll stop giving if they don’t get quality information about how their gift is used
· Can’t see the impact of their gift unless you show them! Results on outcomes, prior to being asked again
· 93% said they’d definitely give the next time if they are provided meaningful information
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Building out your strategy: Acquisition
Cultivation
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Website
Advanced Email Ecommerce
Donor Database
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Websites:
eTapestry has built and hosts over 270 websites Your website is the first place a donor will go to get information on your
organization and it takes less than a minute to gain or loose a possible donor
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Do you have an online social media strategy?
Whatis happeningwhen?
Get involved
Donateonline
Contactus
Upcoming events
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Keys to Building a Successful Web Site o Learn from your content
o Start with Google Analytics to see how many unique visitors you have, how they found you
o What did they viewed, where they stayed the longest, and what content produced actions
o Make your content easy to consumeo Always offer RSS feeds in addition to various subscribe options. Make sure they are
easy to find and use
o Make your content ever changing o Be brave enough to blog, show responses, share viewpoints, and utilize forums.
New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute
o Make your site easy to findo Every NPO and those serving NPO’s should have a social web presence.
Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!
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Did you know?
Over 95% of Internet users will give a donation via the web this year
But…. Only 40% of nonprofit organizations offer an online donation page
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eTapestry can provide you with a simple link on your current website that will connect your donors to an online
giving page (where those 95% of internet users will be looking to donate)
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Where the donor will complete the online giving page
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The results
Convenience for the donor Gift is automatically deposited and put to use by the nonprofit Automatically recorded in your eTapestry database Donor is acknowledge and thanked immediately which makes the donor more
likely to continue to give to your organization Clean accurate data/results
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So what does ‘integrated’ really look like?
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A visit to your website…
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A new prospect signs up to receive your newsletter!
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You create and send a newsletter using eTapestry correspondence.
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Sending the Email
A few quick clicks, and the email is sent
"The e-newsletter is an inexpensive way to give coherency and consistency to our marketing campaign," Michael Wachter, Columbus Gay Mens Chorus
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How many responses might you get?
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How many people received the email? Opened it? Clicked on the links?
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The prospect reads your newsletter & decides to donate.
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She visits your donation page & donates!
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…you both receive confirmation emails…
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…and it’s automatically added to your database, too.
"eCommerce gives us the ability to automate transactions and keep records on everything," Allison Broihier, Pasco Education Foundation
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Online giving with recurring gifts
Process recurring gifts directly from your eCommerce webpage Integration directly into your eTapestry database for seamless thank you notes
and donor recognition.
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Recurring Gifts
• Donors become investors• Steady stream of incoming funds• Larger amounts in total• Amounts are more manageable by the donors• Key ingredient to sustaining long term donors and constituent loyalty
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Streamline the “Thank You” process without losing customization!
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Time for a thank you…
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Show me the MONEY!
o After selecting eTapestry in 2008, One Brick was able to increase its annual giving goal by $10,000. The goal was attained and then surpassed by $6,000.
o The eTapestry solution has enabled staff to send emails from the CRM solution and increase the organization's reach.
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COMMUNICATION – EMAIL or DIRECT?
Did you know?
Email cultivation is more effective and cost efficient in reaching your supporters.
So why would you pay more (direct mail) to get less?
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Reads email before snail mail
More comfortable online
Busy, satisfies on their schedule
Expects information to be personalized
Expects immediate feedback
Demands information on progress
Wants a way to share with others
Today’s Supporter
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Why Has Email Become So Important?
People are busy…they want to communicate/interact on their own time
Email is inexpensive Email provides virtually instant access
to friends and supporters Email is a great equalizer Email is measurable Think easy forwarding…viral marketing!
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Why Segmentation is Important
Segmentation breaks your audience into manageable parts
If the goal is building relationships, it helps to know who you are talking to
More targeted messages
If you don’t segment, you are treating every one of your recipients like they are the exact same type of person
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How Important is that Header?
80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message
73% based that decision on the "From" name
Source: 2007 Email Sender and Provider Coalition (ESPC) study
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Professional Email is Economical5,000 emails $120 .02
25,000 emails $400 .01650,000 emails $650 .013100,000 emails $1000 .01250,000 emails $2000 .008500,000 emails $2500 .005
Plus 3 - 20 times the success in delivery!
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What does fully integrated mean to you?
At eTapestry it means giving you everything you need to be successful in your email campaigns. And what good is a campaign if you can’t measure your results?
Our detailed email delivery reports will provide everything you need to measure your results
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Do you know who receives your email? (you can probably tell who doesn’t from all those bounce backs!)
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But can you tell who received it, who didn’t, who opened the email, and who clicked on any links?
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The importance of reporting your results:
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The importance of reporting:
Drill down capabilities
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Compare one time period to another…fast!
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A revelation in your next Board meeting… A familiar name with a personal connection…..
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WealthPoint screening further backs up your board member’s assessment.
“I’ve discovered that very few of the richest people on our list have given anything to us…and some have given very small gifts. So this tells me that we haven’t done much over the years to connect with them in a meaningful way, build relationship and give them a reason to give.” - Rich Avery, Wesleyan Native American Ministries
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Analysis reveals even more…
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Cultivation makes your donors grow!
You assign a the Board Member to solicit this new donor.
"For a small non-profit with a very small staff, such as Komen Indianapolis, eTapestry is a very helpful, effective tool. Such a powerful database with limitless customer service at such an affordable price is hard to believe." – Letha Keslar, Susan G. Komen Indianapolis
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The details of the cultivation steps can be recorded on the Journal as Contacts.
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Calendar Items act as reminders to keep you organized.
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The importance of reporting:
Since we know how important reporting is, we will guarantee you better recordkeeping abilities with our advanced reporting capabilities.· Event Attendees· Email Communication· Family/Business Tracking· Estate Value· Volunteer Hours· Donor/Prospect Interactions· Grant Due Date· Occupation· Memorial Tributes· Renewals· Gender · Future Cultivation Strategy
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Relationship Management:
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Relationship Management:
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Relationship Management | Outlook Integration
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Relationship Management | Outlook Integration
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Relationship Management | Outlook Integration
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Relationship Management | Outlook Integration
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To sum things up….
Database = Fundraising Tool
Only works if used by all
Must be consistent and accurate
Technology makes it easier to do your job!
By the way, Excel is NOT a database
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Data Services
Donor Acquisition and Development
Prospect Research
Donor Performance and Benchmarking
Data Enrichment Services
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Support
Online Help
Instant Messaging
Telephone
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The IM Support option allows the Support team to diagnose and troubleshoot your issues in no time!
Amber Smaltz Support Specialist
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After the chat, you can use the links at the top to print or email yourself a copy of the chat.
"Every year we use the database more and more. It's so user-friendly, and 'instant message' support is so convenient - the chat feature makes it so easy to contact the support team when we need to." – Janet Hiatt, School on Wheels
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eTapestry SupportCharles Moore & Jason Oliver
Kimberly Hammer, Abbey Schaefer & Susie Morris
Geoff Arbuckle
Ken
Sh
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Training – eTapestry will help you meet and exceed your goals
User training at your pace and convenience
Annual Training Agreement
Recorded Sessions/Classes
Crash Courses
Podcasts
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What’s New?
eTapestry Mobile· Included with your eTapestry service· Specifically formatted for mobile use· Fast· Real time information – no syncing or downloading
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eTap mobile allows you to keep up to date, even on the go.
“It gives me peace of mind knowing that I can access the most important information about our organization—which is our database—through my PDA seven days a week, 24 hours a day," Randy Peterson, Delta Sigma Phi
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What’s New | Personal Fundraising
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What’s New | Personal Fundraising
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What’s New | Personal Fundraising
Team page and participant page views are editable
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What’s New | Personal Fundraising “I think the personal fundraising page had a huge impact on our success.”
“We've received feedback that it was very donor friendly. Thanks a lot!”
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What’s New | Cart Module
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What’s New | Cart Module eTapestry Database Cart Webpage
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What’s New | Cart Module
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What’s New | Cart Module
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What’s New | Donor Login
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What’s New | Donor Login
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Fundraising
Relationships
Membership
Events
Donor Cultivation
Moves Management
Advocacy
Web Strategy
Content Management
Email Marketing
Direct Mail
Online Transactions
Data Analytics
Project, Grant,
Endowment
TrueCRM
eTapestry can help you achieve
your fundraisings goals offering
you a tool for every
aspect of the
TrueCRM offering.
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So, how do you compare?
Do you know how you stack up to other nonprofits? How do you compare in areas such as donors, pledges and gifts? Do you have a software partner that can provide this type of information to you?
Can they do it for FREE?
eTapestry can, and we’ll
give it to you for FREE
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Still not sure? Let us be your Bioluminescent Bacteria
WE WILL BE GOOD FOR EACH OTHER OR IT IS FREE - Sign up with eTapestry, and if you don't raise more money with us than you were before, you'll get our software free for a year.
http://www.etapestry.com/beetle/
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QUESTIONS??
**Reminder – please leave your business card if you’d like a copy of the slides!
Katie RuckerBlackbaud – eTapestry DivisionHealthcare Account ExecutiveDirect: [email protected]
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