8 Breakthrough Strategies Seminar

8 Breakthrough Strategies for the Next
Decade of Fund Raising:
An Executive Briefing

Brooke Csukas
Account Executive

eTapestry is a Blackbaud Company

What is our history?

• Founded by former execs of Master
Software

• First “Software as a Service” solution for
nonprofits in 1999

• 6,000 nonprofit clients around the world

• Became part of Blackbaud-August 2007


Agenda

1. Pure Fund Raising Tools
• Matching Gifts
• Recurring Gifts
• Essentials for the “Ask”
• For Impact Report
• Segmentation
2. Relationship Building Tools
• CRM
• Email


Agenda (cont.)
1. Relationship Building Tools (cont)
• Web 2.0
• Moves Management
• eTap Mobile
2. Benchmark Reporting
3. Donor Loyalty
4. Community Building (Donor Login)
5. Web Site Optimization
6. Research/Analytics
7. API (Interface to the world outside)

“Today we have the
chance to seize two
hours which could
have a major impact
on monies raised for
your mission!”
Photo credit: Sorin Brinzei

Jay Love
CEO and Co-Founder of eTapestry


The Rules
Still Apply
(It’s all about relationships…
not technology)


It is Now a New World

Know the Difference


1. Pure Fundraising Tools

“Your database is like a septic tank. (Does
that comparison bother you?) If it's
working well, you barely give it much
thought. But nobody likes getting into a
septic tank. If your database is not well
maintained, you're going to have a real
mess on your hands. Keep it in working
order.”
Jerold Panas


1. Pure Fundraising Tools:
Matching Gifts

 Quite Simply a Doubling of Donation Amounts!

 Most Often Money that Falls Through the Cracks

 Relationships, Relationships, Relationships

 Leveraging Your Technology Investment


Matching Gifts


Recurring Gifts

 The Foundation of many Fundraising Programs

 Key in ePhilanthropy Transactions

 Constituents become Investors rather than Donors

 Technology makes it Easy


Recurring Gifts


Essentials of the Ask

 It Must be Easy or it will not be Used!

 “Home Page”

 Investors in Your Mission

 Relationship + Knowledge + Proven Plan =
SUCCESS


Essentials of the Ask


For Impact Report

 Based Upon Proven Results

 So Simple Yet So Powerful

 The Pareto Principle at it’s Best

 A Report that Anyone and Everyone can use


For Impact Report

 Capacity to Give Score

 Relationship to Your Organization Score

 Timing Score

 Past Giving to Your Organization Score

 Past Philanthropic Giving Score


For Impact Report


Segmentation

 Personalize Everything You Can

 Let Technology do the Work for You

 Queries can be Intuitive and Easy

 Think with Building Blocks and Logic


Segmentation


2. Relationship Building:
Constituent Relationship Management (CRM)

 Strong Relationships are from Knowing Important
Details, Hopes and Dreams

 Easily Supplement your Memory

 Only Works if Used Daily by All

 A Remarkable “Secret Weapon” for Fund Raising



“If you want milk from a cow, you don’t
send it a letter.”
Si Seymour


eMail

 The Foundation of the Communications Revolution

 Expected by EVERY Generation Now

 Use Properly or the Results are Worse than not

 A Fraction of the Cost of Other Forms of
Communication


eMail


eMail

Email Key Functions
Tracking: bounces, opens, click-throughs

Subscription management: automated unsubscribe or
opting out link


eMail

Key Functions:
Deliverability: Fulltime staff 24/7 monitoring blacklists,
spam filtering and ISP standards

Horsepower: Up to 300,000 emails per hour via a scheduler
Spam analysis tools
WYSIWYG editor


Web 2.0

 You are NOW the Catalyst not the Originator

 Where Thousands of New Relationships can Begin

 Traffic you Always Dreamed of for your Web Site

 Easier than you Think to Do


Web 2.0

Web 1.0 vs. Web 2.0
Web 1.0 refers to first generation Web-based content
that was typically one-way static
communication.
Web 2.0 refers to second generation Web-based
services that emphasizes two-way
online
collaboration and sharing among users.


Web 2.0


Web 2.0

Web 1.0 vs. Web 2.0
 Web 1.0 was about reading, Web 2.0 is about writing
 Web 1.0 was about organizations, Web 2.0 is about
communities
 Web 1.0 was about home pages, Web 2.0 is about blogs
 Web 1.0 was about portals, Web 2.0 is about RSS
 Web 1.0 was about owning, Web 2.0 is about sharing
Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/


Web 2.0 – Online Video Use

Source: The Wall St. Journal , 2006


Web 2.0 – Fun Video


Web 2.0 – Social Networking


Web 2.0 – Social Networking

25,037
Friends

18,047
Friends

12,309
Friends

1,313
Friends


Web 2.0 - RSS


Web 2.0 - Podcasts


Web 2.0 – Message Boards


Web 2.0 - Wikipedia


Web 2.0 – Personal Fundraising Pages

Peer Fundraising Online


Web 2.0 – Personal Event Fundraising

Results:
 Average volunteer sends over 30 emails
 One in four emails sent by a volunteer results in
a donation
 Average online event gift is $59 which is a 50%
increase over the average off-line gift
 Many volunteers reach their stated FR Goal!


Moves Management ©

 CRM Based Upon a PROVEN Roadmap

 Status Reports anyone would envy

 The Foundation of Many a Successful Campaign

 A Plan which “Stays” even if Staff does not


Moves Management ©


Moves Management ©

 All Excuses for NOT Using CRM are Gone

 The Ultimate Tool for in the Field!


eTap Mobile

• Included with your eTapestry service

• Specifically formatted for mobile use

• Fast

• Real time information – no syncing or
downloading


eTap Mobile

Search for any account
in your database


eTap Mobile

Hotlinks allow you to
easily phone, email, or
even get a map…


eTap Mobile

…giving you instant
tools for your mobile
travels


eTap Mobile

Store and see pictures,
or drill down into a
giving summary…


eTap Mobile

…detailing a donors
financial support


eTap Mobile

Add new contact
information from your
mobile device and have
all the details…


eTap Mobile

You can even run
queries with eTapestry
Mobile…


eTap Mobile

Best of all . . .
eTapestry Mobile is
no charge with your
eTapestry service!



 How would you go about finding the number of
lapsed donors and dollar amounts for them?
 How do you compare your organization to others?
 How do we measure success of our organization
with similar groups?



 Direct Comparisons are Powerful

 Accurate Data from Thousands of Non-Profits

 Ability to Isolate Peer Groups

 Focus Your Team on Areas with the Greatest
Impact


Benchmark Status Report


Benchmark Comparison Report


4. Donor Loyalty
Questions

How do you know which donors are loyal?
Which are accessible?
Which feel trapped?
Which are at risk?


4. Donor Loyalty

Why Measure?
• More NP’s Equal More Competition

• Appropriate Donor Strategy is Easier

• Donors Expect More

• Everyone Loves to Provide Their Opinion


4. Donor Loyalty


4. Donor Loyalty

A donor’s loyalty
level is indicated on
the search screen


4. Donor Loyalty

- Value/Strategic Fit +

Value Sustainers Value Creators
+

Harvest Grow
Loyalty

Value Detractors Value Opportunities

Convert
Replace
-


4. Donor Loyalty

 Retaining Current Donors is Job # 1

 Knowing Where to Focus is Essential

 Avoidance of Lapsed Donors is Huge

 “Keep your Friends Close”


5. Community Building
Donor Login

 Like it or Not You are Now Open 24/7

 Community Involvement Creates Web Site
Stickiness!

 Your Mission Communication is Enhanced

 Constituent Bonding is Stronger


Donor Login


Donor Login

Keith Davis



 If Relationships are Built on Communications . . .

 Basic Parameters are Driven by Common Sense

 A Few Key Changes can Make a Huge Difference

 Leverage Partners who KNOW the Non Profit
Sector


Be Like Martha or Oprah

Both are Masters of Multi-Channel Marketing!



E-Mail Your Web Site
In Person
Meetings Events
An Integrated Strategy
Other Tools Phone Print
Blogs
Text Messaging
Social Networking Sites


6. Web Site Optimization:
Start with a Plan

 What are the goals?
 How will we measure success?
 What are the specific tactics?
 Do we need any new tools or assistance?
 Who is responsible for what?
 Is everyone on the same page?



“There’s no better,
faster, easier and
cheaper place to gather
folks of like minds than
a Web site.”

Carrie Johnson, Senior Analyst
Forrester Internet Research


Before and After


Privacy

 DMA Privacy Policy
Generator: Answer 16
Questions and a Privacy
Policy will be generated for
your website

http://www.the-dma.org/privacy/creating.shtml


Needle in a Needle Stack


Breakthrough the Clutter


Keeping it Simple
Database

Ecommerce
Advanced Email

Website


Next Steps

INTEGRATION is the KEY!


Example Plan
Sept Oct Nov. Dec
E-Newsletter 9/15 10/15 11/15 12/15

Pre Telemarketing 9/20
e-mail

TM campaign starts 10/1

Year end direct mail 11/20

Year End E-Mail hits 1 12/20 /
and 2 12/28


Web Site Integration

 Does it accept donations by credit card? 94%
 Does it have a blog? 53%
 If you have a blog, can readers comment on it? 54%
 If you have a blog, does it have links to other blogs 52%
 Do you post any videos on your website? 75%
 Do you have podcasts on your website? 32%
 Do you host message boards? 22%
 Do you provide an RSS feed to your website? 29%

• Overbrook Foundation Survey of Human Rights NPO’s in 2007


Integrate on and off line appeals

Mention Benefits &
Ease Of Online
Contributions


Use eMail & direct mail together


Coordinate web & phone appeals


Keys to Success

 Plan
 Take an Integrated Approach
 Timely & Focused - Act Quickly When Needed
 Test Something New All The Time
 “SHOP” Others
 Think Targeted One-To-One Marketing
 People Give to People
 Have Fun!!!!



"Do one thing every day
that scares you."
– Eleanor Roosevelt

"We have a strategic plan.
It's called doing things."
– Herb Kelleher


Oprah & Martha would be proud


7. Research/Analytics

 Knowledge is Key to Success

 Data MUST be Accurate to be Useful

 Saving Time Allows the Data to be Used!

 Database Integration and Updating Makes the
Process much Easier


Subscriber Services


8. API
(Interface to the World)

 Imagine a Phone without any Outside Connections

 Allows Integration to the Fullest

 Reduces or Eliminates Errors in Data Handling

 Your Technology ROI Increases Dramatically!


8. Application Program Interface
(API): Connect to the World


Epilogue

10 Technology Resolutions for 2008

Sarah Robbins
Director of Emerging Technologies
Mediasauce


1. Set up a Gmail Account


2. Post Pics to Flickr


3. Try a Microblog


4. Create a Google Alert


5. Set Up an RSS


6. Share a YouTube Video


7. Really Use Your Cell Phone
(Send a text or a video)


8. Join a Social Network


9. Share PowerPoint Slides
(Save a tree or two!)


10. Play a Video Game


Thank you!

Brooke Csukas
Account Executive

brooke.csukas@etapestry.com


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