How Blackbaud technology helps support a nonprofit in their Supporter Journey Strategy; includes references to Blackbaud CRM, The Raiser's Edge, and Blackbaud NetCommunity. Presented at Sonoma State University User Forum.

1. THE SUPPORTER JOURNEY
How Blackbaud Technology Helps Your Strategy
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2. FUNDRAISING MANAGEMENT
Planned
Major
Recurring
Tribute
One-time
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3. 3

4. 4

5. 5

6. 6

7. 7

8. 8

9. BUILDING YOUR SUPPORTER JOURNEY STRATEGY
To Feel?
Who? Via what Channels? Then
To Learn?
What?
To Do?
At what point does this stage take place?
What are the preceding, and following, stages?
How will we measure and analyze the success of each stage?
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10. IDENTIFY YOUR BEST PROSPECTS
Analyze and
Identify
• Wealth Screening
• Likelihood to Give
• Research and Analytics
Analytics
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11. ANALYZE AND IDENTIFY DEMO FOCUS AREAS
• Wealth Screening and Blackbaud Analytics offerings
- Acquisition Management
• List management
• Merge/purge
- Wealth Modeling
• Target Tags
• DonorCentrics
• Research and analytics- ResearchPoint built directly into CRM database for adhoc analysis, scheduled analysis, and
wealth modeling.
• Show constituent record with Wealth and Ratings data- using sources of data such as NOZA, GuideStar, DonorBank,
Who’s Who, Thomson Financial, Federal Election Commission, Larkspur Data as well as ratings found by org.
• Prospect Analysis
- Dashboards that allow org to build cubes and overlays of prospect info- can include data such as Target Gift Range, Major
Giving Likelihood, Planned Giving Likelihood, CRAT likelihood, Bequest Likelihood. Can create their own likelihoods- such
as Online Giving Likelihood, Event Support, etc.
• Analyze and identify prospects within database
- Tools like recognition programs allow org to group together pools of supporters for analysis. For example- everyone with
$5k or more annual or cumulative giving for a special appeal. Some orgs have a structured mid-tier giving program to
bridge gap between Direct response low level givers and major gifts.
• Research Management
- Show the My Prospect Research Page- central area for managing resource groups, resource requests. Go through process
of showing research requests and seeing who requested, workflow, documentation.
- Talk about Suspects area with the ability to assign directly from there or assign in bulk.
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12. ONE VIEW OF YOUR SUPPORTER
Constituent Profile
EMAIL
Caroline
Caroline
Alicia
EVENTS ONLINE BEHAVIOR
DIRECT MAIL DONATIONS
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13. THE GIVING SCORE™
Fan • What is it? VIP
Fan Fan VIP VIP
Acquire & Upgrade Cultivate & Steward
• An intelligent data
Alicia segmentation tool based
Jill
LIKELIHOOD to give
LIKELIHOOD to give
Caroline Alicia Jill Jill on over 3 billion donor
transactions
• Provides guided action
tracks based on their
Acquaintance Acquaintance
Long-Shot Long-Shot likelihood to give to
Acquaintance Long-Shot
Minimize & Monitor Qualify & Inspire YOUR ORGANIZATION
and their capacity to give
Dude Doug Dave
Dave
• What does it do?
• Focuses more on those
most likely to give
CAPACITY to give
CAPACITY to give
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14. NATIVE SUPPORT FOR ANALYTICS
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15. USE SYSTEM TOOLS FOR FURTHER IDENTIFICATION
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16. TARGET THE MOST LIKELY TO GIVE
Segment and
Target
• Data Accuracy
• Custom Modeling
• Segmentation Services
Segmentation and
Modeling
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17. SEGMENT AND TARGET DEMO FOCUS AREAS
• Multi- channel Communications Process
- Budgeting and planning- Marketing Planner, tasks, segmentation strategy, source code layouts, creatives (show
2011 Renewal Campaign, Campaign Followup)
- Segmentation- the right message for the right group. Testing!
• Segmentation tools like adhoc and smart queries, segment builder for direct marketing/direct response.
- Talk about ability to segment on any set of data- online/offline, RFM, advocacy, event data, preferred channel,
interest, past history
• External acquisition lists, public media efforts (billboards, TV, radio), segmented house files by strategy
vendors
• Campaign Execution- working with outside agencies for fulfillment, sending emails through CRM
- Analysis and Reporting- what worked… what didn’t? 09 Special Mailing 1 has analysis
• Marketing analysis- ROI, Cost per dollar raised, avg gift, etc)-
• Chance to showcase some KPIs or Excel cross tab report
- Repeat cycle- rinse and repeat!
• True Power of Multi-Channel Communications
- Show constituent record- (i.e. Mark Adamson or Robert Hernandez)
• Solicit codes,
• communications preferences (can be changed online by constituent)
• History of solicitations (appeals- finder numbers, source codes)
• Email/newsletters tab from online activity 17

18. MULTIPLE CHANNELS, COMPLEMENTARY MESSAGES
Social Media
JILL
Web
CAROLINE
Direct Mail
Email
Face to Face
DOUG
Phone
Traditional Print Media
DUDE
Mass Media
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19. CHANNELS ARE CONVERGING
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20. IT’S WORTH THINKING MULTI-CHANNEL
Median Revenue per Donor
Multi-
Social Media
Channel $339
Web Supporters
Direct Mail
Email Online
Only
$170
Face to Face
Phone
Traditional Print Media Offline
$88
Mass Media
Only
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21. SEGMENT BUILDER: BLACKBAUD DIRECT MARKETING
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22. INVEST MINUTES, BUILD HUNDREDS OF SEGMENTS
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23. TEST, CROSS-MARKET, TEST, ANALYZE
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24. TRACK EVERY COMMUNICATION
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25. TRACK RESPONSE TO EVERY COMMUNICATION
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26. REACH THEM ON THEIR TERMS
Engage and
Communicate
• Major and Planned Giving
On-
On-line and Off-line
Off-
• Peer to Peer and FAF
Multi-channel
Marketing
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27. ENGAGE AND COMMUNICATE DEMO FOCUS AREAS
• Major and Planned Giving
- Fundraiser Role- Development/Gift Officer view (Julie Metcalfe)
• Manage portfolio of prospects, opportunities, enter call reports, notes, alerts, key notifications and ticklers,
stages of fundraising
– Mobile Major Giving,
– Mobile Queries
- Talk about Major Gift Management role- viewing activity across fundraisers- activities, opportunities, metrics
• KPIs for number of moves, # of days in particular stage, overall fundaising
• Corporate and Foundation Relations
- Show Grants tab, Corporate Hierarchy, funding request.
• Complex Fundraising Examples- Made easy with CRM!
- Explain how giving might be through a Family Foundation, Giving Circles (Anderson-Adamson Giving Circle)
- Talk through planned gifts, naming opportunities, complex giving vehicles, donor challenges
• Friends Asking Friends functionality- Walk for Health
- Tools to engage supporters to fundraise on behalf of organization
- Show Mark login- social media
- HQ for fundraising, personal page
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28. EMPOWER USERS TO PROACTIVELY MONITOR
PROGRESS
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29. ALERT STAFF WHEN SUPPORTERS INTERACT
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30. BRING TECHNOLOGY TO STAFF
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31. LET YOUR SUPPORTERS ENGAGE ON YOUR BEHALF
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32. PERSONAL FUNDRAISING/CLASS AGENT PAGES
Donor reads a personal
appeal from a friend
The donor wants to support
his/her friend
The donor wants to help
friend reach his/her goal
Donor wants to be
recognized for his/her gift
The website offers an easy
way to give with a credit card
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33. PERSONAL E-MAIL SOLICITATION
Why it works
• They are asked by a friend
• Message from a friend
means high response rates
• E-mail is easiest and least
intimidating way to ask.
• Quick link directing friends to
personal page
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34. MOBILE READY FUNDRAISING
Take your events on the road with mobile ready event, personal, team,
and individual donation pages.
Email Donation Form Confirmation
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36. 36

37. LOWER THE BARRIER FOR PARTICIPATION
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38. RETAIN FROM ENGAGEMENT TO GIVING… AND
BEYOND
Appreciate and
Retain
• True Constituent Management
• Supporter Stewardship
• Personalized Communications
Constituent
Management
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39. APPRECIATE AND RETAIN DEMO FOCUS AREAS
• True Constituent Management
- Complete view of constituent record- Mark Adamson
• Constituent codes, views- Donor, regular donor, sponsor, advocate
• Extended network, relationship maps
• Stewardship Activities
- Stewardship plans and steps
- Donor services
• Personalized Communications
- Communications prefs, solicit codes
- Community Member- log in details on web pages, email opens
- Targeted content on web- suggested giving levels
- Thank yous, receipts
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40. EQUIP STAFF TO LEARN ABOUT THEIR OWN ACTIVITY
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41. STEWARDSHIP PLANNING
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42. BE PREPARED FOR SUPPORTER SERVICES SUPPORT
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43. INTEGRATED CHANNELS, INTEGRATED MESSAGE
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44. DRAW SUPPORTERS CLOSER WITH RELEVANT
CONTENT
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45. PROVIDE APPROPRIATE SELF-SERVICE TOOLS
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46. RECOGNIZE PUBLICLY WHEN APPROPRIATE
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47. AN ENGAGED SUPPORTER WILL SPREAD THE WORD
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48. DEVELOP INTEGRATED ONLINE MESSAGING
Email Landing Donation
Template Page Form
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49. MAKE STEWARSHIP AND THANKING A HABIT
Thank
You Email Thank
Email #1
You Email
Email #2
Thank
Email #3
You Email
A good magic number
for the quantity of
messages in a
campaign; notice the
“thank-yous” as well
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50. CONTINUE TO LEARN
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51. DEMONSTRATE ROI TO COMMUNICATE YOUR IMPACT
Measure and Manage
• Peer to Peer Benchmarking
• Program and Mission Delivery
• Financial Management
Supporter Management
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52. MEASURE AND MANAGE DEMO FOCUS AREAS
• Benchmarking and Analysis
- Scorecard analysis in system- benchmarking, KPIs
- Peer to Peer Benchmarking with DonorCentrics- i.e. chapter based organizations
- Fundraising Effectiveness Project
• Program and Mission Delivery
- Blackbaud Social. Blogs, message boards, private social network
- Online mission delivery- i.e. advocacy Pages- advocate view of constituent
• Financial Management
- Designation hierarchy, posting to GL, endowment tracking, donor impact statements
- Project Dashboard
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53. RAISE MORE MONEY WITH BLACKBAUD SOLUTIONS
Average
Industry $81
Gift
Average
Blackbaud
Gift
$145
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54. MEASURE TO MANAGE
Measure Key Performance
Indicators (KPIs) Specific to
Your Organization
Easily drill into details
Dashboards designed for
your needs
Library of pre-built queries,
filters and reports
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55. MAKE CONSUMPTION OF DATA EASY FOR USERS
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56. PROVIDE COMFORTABLE FORMATS
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57. REVIEW AGAINST INDUSTRY BENCHMARKS
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58. SHARE THE IMPACT – AND RESPONSIBILITY
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59. YOU NEVER KNOW AT WHAT POINT IN THE
SUPPORTER JOURNEY A SUPPORTER WILL GIVE YOU
THEIR “ULTIMATE GIFT”
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