1. Luminate Online Marketing:
An Integrated & Multi-Channel Approach

2. Today’s Challenge & Why Multi-Channel approach is critical
Our approach to this challenge
How Blackbaud customers are achieving success
Agenda

3. Your Challenge:
Connect With Distracted
People*
*While lots of other organizations & companies compete for
this same mind and wallet share

4. You. And your constituents.

5. Constituent Attention Is Increasingly Scarce
& Distributed

6. 03/20/2014 6
Today’s Imperative: Set Yourself Apart

7. • Multi-Channel: online generates pipeline & engagement
• Focus on Relationships: Treat supporters as partners
• Technology empowers: integration & automation
How do I cut through the noise?

8. What is Luminate Online
Marketing?*
*And how will it help me?

9. Luminate: Digital Engagement Platform

10. Blackbaud Confidential 10
These are your constituents

11. Blackbaud Confidential 11
Luminate: Pollinate & Cultivate Across Channels

12. 03/20/2014 12
The bounty: Greater lifetime value of engaged,
multi-channel relationships

13. ActDonate VolunteerShare
Engagement Comes In Many Forms

14. Integrate the Engagement Ladder
•Visit website
•Sign a petition
•Subscribe to eNewsletter/alerts
•Share on Facebook/email
•Send an eCard
•Make single donation
•Make a phone call
•Attend a "real world" event
•Write a letter to the editor
•Personalize an action alert
•Peer-to-peer fundraising
•Host a meet-up event
•Renew single donation
•Sign up for monthly giving
•Upgrade monthly donation
•Attend a “lobby day”
•Make a major gift
•Make a bequest
•Leverage a personal
connection with an
elected official

15. Approach to Constituent Engagement
online
Keys to Effective
Execution:
1. Build on every
conversation
2. Create a fully integrated
constituent experience
3. Get the most from each
channel
4. Data-driven strategies for
treatment based on the
audience

16. Getting Attention
Get the right message in front of the right person at the
right moment
Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways,
Analytics & Optimization

17. Getting Attention: Hook ‘Em
Get the right message in front of the right person at the right moment.
Key Strategies: Web Content, Mobile Content, Social Hooks, SEO, Design

18. Driving Engagement
Start the Relationship Right: Welcome Series
Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways,
Analytics & Optimization

19. Timely, relevant engagement
1
2
3

20. Blackbaud Confidential 20
Non-Monetary Support Opportunities
Action Alerts drive engagement

21. Accessible wherever they go…

22. Expanding the Relationship
Strike while the iron is hot by promoting sharing and
channel conversion
Key Strategies: Next Steps, Cross Marketing, Social Sharing

23. Blackbaud Confidential 23
Participation = Affinity

24. Blackbaud Confidential 24
Define Your Support: DIY Fundraisers

25. It’s a long-term partnership: Sustainers

26. Behind the Scenes*
*This is how the magic happens
Blackbaud Confidential 26

27. Blackbaud Confidential 27
Personalization
Conditionalize
based on queries
Dynamic Ask
from giving
history
Split A/B
Testing

28. Actionable
campaign
analysis
Targeted, Multi-
part email
campaigns
Automation = set it
& forget it

29. Collect
constituent
info
throughout
interactions
Use data to
segment,
target &
personalize
(with
automation!)

30. Show me the Money*
*And emails, advocacy actions, etc…
Blackbaud Confidential 30

31. Luminate Clients Lead the Market
More Fun Facts:
TeamRaiser represents over half of the top 30 largest Run
Walk Ride Events in the US

32. 2013 Luminate Online
Benchmark Report:
Email files grew 12.45%. All verticals saw
growth.
Fundraising continued double digit
growth as sustainers and repeat donors
grew 27% and 20%, respectively. First time
gifts grew 3%.
20%
27%
11.6%
Repeat Donors
Sustainers
Total Fundraising
Luminate Delivers Growth Where it Counts

33. Visit our website
https://www.blackbaud.com/online-marketing/luminate-online
Check out our Interactive Design Portfolio
https://www.blackbaud.com/online-marketing/web-design
Subscribe to npEngage, our AWESOME blog
http://www.npengage.com/
Get Social:
@Blackbaud
@BBInteractive
Or reach out directly – we’d love to have a more personalized
discussion!
Want to learn more?