Emerging Trends and Today's Best Practices for Nonprofit Engagement
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Change has always been inevitable, but the rate of change in today’s connected world is unprecedented. So how do nonprofit organizations keep pace with emerging trends that directly impact constituent engagement and fundraising success? This slide deck was originally presented as a StratusLIVE webinar hosted by The Nonprofit Times Magazine and covers: - discovering emerging trends in the digital, mobile, social, omni channel world - identifying new opportunities to strengthen full constituent life-cycle management to maximize donor-centric processes, and fundraising success, and - developing fundraising and marketing strategies to help nonprofits reach organizational goals through teamwork, collaboration, and leveraging commercial technology.
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Emerging Trends and Today's Best Practices for Nonprofit Engagement
- 1. Emerging Trends: Today’s Best Practices for Nonprofit Engagement StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. 1 © 2014 StratusLIVE. All rights reserved.
- 2. Introductions Host John McIlquham President & Publisher The Nonprofit Times Speakers Jim Funari Co-founder & CEO StratusLIVE Chris Johnson Director of Marketing StratusLIVE StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 2
- 3. Agenda Today: > Discover emerging trends in the digital, mobile, social, omni channel world > Identify new opportunities to strengthen full constituent lifecycle management > Develop fundraising and marketing strategies to reach organizational goals > Q&A StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 3
- 4. Emerging Trends: Today’s Best Practices for Nonprofit Engagement StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. 4 © 2014 StratusLIVE. All rights reserved.
- 5. Your Constituents Are Everywhere 1.32B 540M 271M 187M 200M 53M Personal & Professional & Cross Cultural Educational Monthly Active Users Apps Technical & Less Cluttered Quick & Personal Mobile & Visual 12B 3.5B 1.4M 1.2M Monthly Searches Total Available Apps Sources: http://www.themillennialimpact.com/research-2012 | http://ipod.about.com/od/iphonesoftwareterms/qt/apps-in-app-store.htm http://techcrunch.com/2014/06/02/itunes-app-store-now-has-1-2-million-apps-has-seen-75-billion-downloads-to-date http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media Search Social Networks Personal Interest StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 5
- 6. Your Constituents Are Mobile http://www.businessinsider.com/local-mobile-makes-big-data-real-2013-10 StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 6
- 7. The Digital Data Explosion The International Data Corporation estimates that the world's information now doubles about every year and a half. Every 60 seconds of every day: • More than 204 million email messages • Over 2 million Google search queries • 684,000 pieces of content shared on Facebook • More than 100,000 tweets Source: http://www.webopedia.com/quick_ref/just-how-much-data-is-out-there.html StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 7
- 8. Omni Channel Is Here Source: http://www.cds-global.com/blog/an-omni-channel-fundraising-approach Constituents are already Omni Channel > Simultaneous channels > Seamless brand experience > Consistent messaging and interactions StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 8
- 9. Business Intelligence Is A Top Priority Technology Executives are investing in BI and Analytics Source: http://www.gartnerinfo.com/ea16/EA2014Profile.pdf StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 9
- 10. Emerging Trends Summary • Your constituents are everywhere • Your constituents are mobile • Digital data explosion • Omni channel is here • Business Intelligence is a top priority Next up: BEST PRACTICES StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 10
- 11. Best Practices: Today’s Best Practices for Nonprofit Engagement StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. 11 © 2014 StratusLIVE. All rights reserved.
- 12. About Best Practices… Strategy: Re-evaluate best practices regularly to create an agile learning culture Tactics: > Align & revise where needed > celebrate continual improvement > make room for mistakes > reduce resistance to change StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 12 All rights reserved.
- 13. Best Practice: Tear Down Silos Next Generation Workforce Management Research: 70% 70% of respondents cite the need to improve collaboration as the number one goal for increased productivity. Strategy: Tear down silos that hinder collaboration Tactics: > Foster teamwork > Promote information sharing > Eliminate disconnected processes > Utilize collaborative technology solutions http://www.ventanaresearch.com/ngwm StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 13 All rights reserved.
- 14. Best Practice: Stop Using Point Solutions Each Additional Point Solution Usually Adds: Cost Delay Risk Errors Strategy: Focus on comprehensive solutions Tactics: > Source solutions which solve multiple problems > Consider total cost of ownership > Insist on consolidated solutions StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 14 All rights reserved.
- 15. Best Practice: Leverage a Commercial Platform The Commercial Platform Difference: > $10B Research and Development > Over 40,000 Organizations Worldwide > Over 4 Million Users > Native Integration across features > Native Integration to Outlook & Office > Large ecosystem of apps, developers, and educational materials Strategy: Tactics: Adopt a single comprehensive commercial platform to serve all stakeholders > Solve more than one problem at a time > Avoid vendors who build their own proprietary platforms > Eliminate disconnected point solutions Nonprofit CRM: The Constituent Centric Technology Platform StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 15 All rights reserved.
- 16. Best Practice: Streamline and Simplify Improved efficiency 61% Top Reasons for Evaluating New Nonprofit Software Better Integration 10% Other 14% More Features 15% Strategy: Tactics: Streamline & simplify to create an agile, effective organization > Encourage staff input > Replace outdated processes > Automate wherever possible > Focus on higher-value activities Source: http://www.softwareadvice.com/nonprofit/buyerview/report-2014 StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 16 All rights reserved.
- 17. Best Practice: Prioritize Content Marketing In the mobile, social, omni channel world, keeping donors engaged is harder than ever. Make sure people are informed & engaged with your brand so the ask has a better chance for success Strategy: Learn and prioritize content marketing as a discipline Tactics: > Tell a story to demonstrate impact > Create and distribute original, high-value content > Rethink your marketing spend > Train and Hire Marketing Technologists > Listen to Digital Natives 25% “Have Documented Strategy” 42% “Apply Resources or Time” Source: http://www.slideshare.net/CMI/2014-nonprofit-cintent-marketing-research-benchmarks-budgets-and-trendsnorth-america 92% “Prioritize Content Marketing” StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 17 All rights reserved.
- 18. Best Practice: Align Content Delivery Channels 86 % 85 % 84 % 71 % 68 % Top 10 Content Marketing Channels for Nonprofits 56 % 51 % 47 % 33 % 100 90 80 70 60 50 40 30 20 10 0 Strategy: Ensure content and channels align to your donors Tactics: > Reach donors where they are > Match content medium to preferred channel > Build once, deliver everywhere > Use content to position the “ask” Source: http://contentmarketinginstitute.com/2013/11/nonprofit-2014-content-marketing-research StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 18 All rights reserved.
- 19. Best Practice: Enhance Engagement Strategies Cause Concepts & Interest Alignment Acquisition, Lift, Retention Lifetime value Non-financial interactions & participations Referrals & influence Interaction trend analysis Predictive Analytics Strategy: Align People, Processes, and Technology with a single purpose: Building Healthy Relationships Tactics: > Maintain Fundamentals > Capture, Track, and Measure Engagement Health Indicators > Automate and use system self learning > Insist on real-time analysis Traditional Fundraising Measurements Engagement Indicators Maximized Fundraising & Operational Performance StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 19 All rights reserved.
- 20. Best Practice: Go Beyond RFM to Lifecycle Management Strategy: Expand on traditional fundraising models to increase performance Tactics: > Maintain Fundamentals > Consider non-financial data > Build scoring systems and automated alerts > Monitor engagement trends and touch points over time StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 20 All rights reserved.
- 21. Best Practice: Use Data for Better Decision-Making Strategy: Implement a Data Driven Decision Making Framework Tactics: > Adopt business intelligence technology > Establish data capture mechanisms > Combine, analyze, and test for predictive outcome management > Leverage data enrichment sources http://www.bain.com/publications/articles/big_data_the_organizational_challenge.aspx StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 21 All rights reserved.
- 22. Best Practice: Develop Instruments to Guide Performance • Engagement Index • Capacity Analysis • Churn Management • Influencer Development • Cultivation & Moves Management • Campaign Performance Strategy: Develop key indicators and master dashboards to guide organizational performance Tactics: > Establish Performance Indicators > Capture, Track, and Measure > Automate and use system self learning > Insist on real-time analysis StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 22 All rights reserved.
- 23. Best Practice: Cultivate Integrated Roles The explosion of digital data is paving the way for a new breed of marketer: The Marketing Technologist > Digital native > Active on social media > Enjoy problem solving > Collaborate with others > Artfully blend creative & technical > Understand analytics and ROI Strategy: Tactics: Cultivate marketing technologists to leverage emerging trends > Hire for culture, train for specific skillsets > Emphasize the value of tech competencies > Encourage personal knowledge development Technical Creative http://marketingland.com/marketing-technologists-are-the- secret-weapon-of-conversion-optimization-66888 http://www.socialmediatoday.com/content/how-transform- yourself-marketing-technologist Analytical StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. 23 All rights reserved.
- 24. Best Practices Summary Tear Down Silos Stop Using Point Solutions Leverage a Commercial Platform Streamline & Simplify Prioritize Content Marketing Align Content Delivery Enhance Engagement Strategies Go beyond RFM Use Data for Decision Making Develop Instruments to Guide Performance Cultivate Integrated Roles & Skillsets Next up: Q & A StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 24
- 25. Q & A: StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. 25 © 2014 StratusLIVE. All rights reserved.
- 26. Thanks for Attending Chris Johnson chris.Johnson@stratuslive.com 757-273-6324 www.stratuslive.com StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved. 26
Hinweis der Redaktion
- Thanks John. Good afternoon everyone, and welcome. It’s a privilege to spend a little time together today. To get started, lets cover a few housekeeping items: First, If everyone could mute your microphones, that would be great. We will make a recording of the webinar along with the slide deck available. Today, as we discuss emerging trends and best practices, it is our hope to leave you with some valuable thoughts about best practices along with strategies and action items to put into use right away. With that in mind, I will hand it off to Jim…
- Thanks Jim – great information which I am sure everyone in the audience today can relate to. So while it’s great to identify and somewhat define some of these trends, what is more important is what to do with the information. So let’s turn our attention to some best practices, but before we start listing some of them out, I think you wanted to talk a minute about the idea of continual improvement.
- Great. So lets get into some specifics. First up, lets talk about silos.
- So how can people get rid of silos?
- Point out Nonprofit CRM white paper
- “Nonprofits tend to focus little time, energy, and resources on technology…. But the inefficiencies of manual methods… are catching up, so they’re looking to improve.” David Forrester, 501Commons.org So Jim, making a little bit of a pivot here, in the emerging trends, you talked about lots of data, omni-channel, distribution networks… All of that kind of revolves around the idea of getting the right message to the right people at the right time. That is what content marketing is all about.
- And as see more touch points with donors consuming our content, that lets us gather more information which can then be used to move beyond traditional fundraising models.
- And a specific example would be how our guests might go beyond RFM to Lifecycle management.
- Exactly. But to make that happen, you have to harness and make sense of all that data.
- Excellent. And this idea that our organizations need to employ this mix of people, process and technology change, it really means we should be working tbuild teamwork, and in many cases, consider people who can fill integrated roles.
- Thanks everyone for your time and attention today. As we mentioned before, we will be distributing the slide deck and recording, and of course we encourage you to reach out to me or check out our blog section at stratuslive.com for more about how we are helping nonprofits navigate some of these changes. Thanks again.