1. Is Technology a Bother to
Fundraising or is it
Essential?
Jay B. Love CEO eTapestry Division of Blackbaud
July 2009
2. Is Technology a Bother to Fundraising or is it Essential?
A Quick Survey
What do you check first after lunch?
How many have:
c. cell phone b. email account c. Facebook/LinkIn/My Space
account d. Twitter account e. Your own blog or podcast
What is your Home Page on the Internet?
a. Search engine b. “my page” on a search engine c. Facebook
d. NPO/Corp page e. Giving Institute f . Other application
Do any of your clients want to tap into the Web?
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3. Is Technology a Bother to Fundraising or is it Essential?
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5. Is Technology a Bother to Fundraising or is it Essential?
The Rules
Still Apply
(It’s all about relationships…
not technology)
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6. Is Technology a Bother to Fundraising or is it Essential?
Use All Your
Tools Together
In
E-Mail Your Web Site
Person
Meetings Events
An Integrated Strategy
Other Tools Phone Print
Blogs
Text Messaging
Social Networking Sites
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7. Is Technology a Bother to Fundraising or is it Essential?
A Quick Survey
What % of your names have email addresses
How many collect them on Web Site? Where?
How often do you communicate via mass email?
Do you have a written email strategy?
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8. Is Technology a Bother to Fundraising or is it Essential?
Copyright 2002 - Gilbert Research
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9. Is Technology a Bother to Fundraising or is it Essential?
Key Facts and Figures
15% to 20% of all corporate email is marked as spam
19% is the average open-rate for nonprofit emails
4% is the average conversion rate for nonprofit emails
40% of email clickthroughs are lost at the landing page
50% of people will open an email in the first 9 hours
75% of all email is spam
Sources: MarketingSherpa, Nonprofit Times, ClickZ, Wired, Blackbaud
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10. Is Technology a Bother to Fundraising or is it Essential?
Why Has Email Become So Important?
People are busy…they want to
communicate/interact on their
own time
Email is inexpensive…or at least it
seems that way
Email provides virtually instant access
to friends and supporters
Email is a great equalizer
Email is measurable
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11. Is Technology a Bother to Fundraising or is it Essential?
Today’s Supporter
Reads email before snail mail
More comfortable online
Busy, satisfies interests on own schedule
Expects information to be personalized
Expects immediate feedback
Demands information on progress/
stewardship
Wants a way to share
experiences with others online
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12. Is Technology a Bother to Fundraising or is it Essential?
The Market is Noisy
o You must be relevant!
o You must be meaningful!
o You must be personal!
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13. Is Technology a Bother to Fundraising or is it Essential?
No Email List? No Problem…
Whether you have some contacts or are starting from
scratch, anyone can grow a strong email list
The three most important factors in effective email list-
building are:
– Where and how you acquire the addresses
– How you welcome each new subscriber
– How you manage the relationship after the opt-in
Source: EmailLabs
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Grow Your List Online
Direct staff and other close
supporters (board, volunteers, etc.)
to include subscription
links in email signatures
Use Search Engine Optimization/
Marketing to increase traffic and
subscriptions
Investigate alliances or partnerships with similar or
complementary organizations to reach common supporters
Advertise your newsletter/services/cause through a 3rd party
list
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15. Is Technology a Bother to Fundraising or is it Essential?
Grow Your List Offline
Ask for email addresses at
every touch point
Instruct staff to capture email
addresses over phone when
appropriate
Include your website address
on all printed materials
Offer an incentive to register (contest, raffle) to
collect emails
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16. Is Technology a Bother to Fundraising or is it Essential?
Now that I have permission…
Hook them early, and keep them
engaged over time
Optimize the welcome message
Send follow up message within a
week (or less)
After a few months of active email, survey lists to see if you
are meeting expectations
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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
Segmenting your list will lead 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 to be a Good Sender
In your messages, always include:
– The purpose; why you are sending it to the
reader
– A clear way to unsubscribe.
– Consider offering alternative ways to receive
emails, such as:
• Receiving newsletters monthly vs. weekly
• Change of address (home vs. business email)
• Sign up via RSS
– Link to your homepage
– Privacy policy
– Physical/street address of your organization
Don’t get caught in spamtraps
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19. Is Technology a Bother to Fundraising or is it Essential?
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
69% percent based the decision on the subject line
Source: 2007 Email Sender and Provider Coalition (ESPC) study
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20. Is Technology a Bother to Fundraising or is it Essential?
Use Landing Pages to Increase Conversions
So I got them to click…now what?
Landing pages are a natural extension of email,
regardless of message
The goal of most landing pages is to persuade a
visitor to complete a transaction
Landing page effectiveness is measured by
conversion rate
You should test landing page elements like you
would test email or direct mail
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Example Landing Page
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Designing for Mobile Devices Designing the email (html)
Mobile readers are more likely to
scan your email rather than reading
Include compelling call to action in
the first 15-25 characters of your
subject line
Avoid “top heavy” images in the
design
Use “alt-tags” on images
In addition to testing email browsers,
test messages in handheld devices
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The Final Step is to Test
Determine which elements you want to test
Determine which segments you want to test
Determine how large your sample size will be
Determine how you will keep track of results
Determine method of testing you want to use
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The Metrics that Matter
(# Sent – Bounced)
Deliverability = # Sent
# Unique Opens
Open Rate =
(Sent – Bounced)
Clickthrough Rate = # Unique Clicks
(Sent – Bounced)
Unsubscribe Rate = # Unsubscribes
(Sent – Bounced)
Conversion Rate = # Actions Completed
or # Actions Completed
(Sent – Bounced) Unique Responders (Clicks)
Source: Email Marketing by the NUM8ERS
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A Few Email Design & Usage Tips
Keep truly important items above the fold
Use testimonials on all sign-up pages
Ask subscribers to add your from address to their address book
Host images on your web site rather than embedding them
Links to resources and to special landing pages on your web site
are powerful (Especially “tell a friend” functions)
Develop your own writing style that readers will learn to
love (people adore stories, so tell many . . . )
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10 Tactics for Avoiding Spam Filters
Use a commercial email service (database tie in is best)
Don’t use bright or crazy fonts
Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!
Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc
Make sure your WYSIWYG editor creates CLEAN HTML code
Keep graphics to a safe level, equal amount of text or more
Spell words properly
Always use the same “From”
ALWAYS include an “opt out” option
Communicate regularly (Monthly at worst, weekly is best)
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28. Is Technology a Bother to Fundraising or is it Essential?
Professional Email is Economical
5,000 emails $99 .02
25,000 emails $400 .016
50,000 emails $650 .013
100,000 emails $1000 .01
250,000 emails $2000 .008
500,000 emails $2500 .005
Plus 3 - 20 times the success in delivery!
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Use All Your
Tools Together
In
E-Mail Your Web Site
Person
Meetings Events
An Integrated Strategy
Other Tools Phone Print
Blogs
Text Messaging
Social Networking Sites
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“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
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They’re at your website, now
what do they do?
• Can they engage?
• Can they add content?
• Is there a reason to return?
Your goal – to get something from them!
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Keys to Building a Successful Web
Site
1. Learn from your content
(Start with Google Analytics to see how many unique visitors you have, how they found you,
what they viewed, where they stayed the longest, and what content produced actions.)
2. Make your content easy to consume
(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy
to find and use.)
3. Make your content ever changing
(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.)
4. Make your site easy to find
(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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Email Strategy at Work!
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How about a $2,500 Web Site!
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Question:
Should a Non Profit host
it’s own web site?
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Keeping it simple
Prospect Website
Use Email
Gather Information
Database
Database
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Tips on Improving On-Line Donations/Sign-ups
Use large and colorful donate/sign-up buttons
Do not take them away from your site
Have SSL in place!
Ruthlessly streamline forms
Give visitors only ONE action to take
Avoid distractions (no other links or navigation)
Always mention the NPO’s mission
Be conservative with suggested gift values
Landing on Gold - Optimizing Your Donation Landing Pages to Increase Giving
Donordigital April 2009
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April 2009 Data comScore Video Metrix Service
78.6% of total U.S. Internet audience viewed online video.
Average video viewer watched 385 minutes of video, or 6.4
hours
107.1 million viewers watched 6.8 billion videos on
YouTube.com (63.5 videos per viewer)
49 million viewers watched 387 million videos on
MySpace.com (7.9 videos per viewer)
The duration of the average online video was 3.5 minutes
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Video is a
Magnet for
Your
Web Site!
“Most viral video
of all time!”
Could her story
be told in any
other manner
as strongly?
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Blog
MySpace
Facebook
YouTube
Twitter
eNews
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“NY Times Web Site Story”
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“Web Site Story Continued”
Gift for Promotion
charity: water
* 11 Employees
* 500,000 Followers
on Twitter
* 500 Donors Cover
all Admin Costs
* Donors can Locate
Their Well on Web
via Google Earth
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“Web Site Story Continued”
charity: water
* Raised $250,000
via Twitterfest
* Raised $965,000
via Sept. Birthdays
* Tons of Video
* Easy to Engage
* Giving is Joyous
* Infectious with
Youth/Boomers!
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charity: water
1. Was the $250,000 raised via Twitter the
key fact?
2. Was the $975,000 raised from Sept.
birthdays the key fact?
3. Is the way they have harnessed
web/video technology the key?
4. How about how they show impact via
Google Earth?
Communicating daily w/ 500,000+ followers!
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61. Is Technology a Bother to Fundraising or is it Essential?
Use All Your
Tools Together
In
E-Mail Your Web Site
Person
Meetings Events
An Integrated Strategy
Other Tools Phone Print
Blogs
Text Messaging
Social Networking Sites
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Podcasts
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69. Is Technology a Bother to Fundraising or is it Essential?
Some Thoughts to Ponder on Social Networks
“My own "ah ha!" moment came recently on my birthday. In my
personal email account, I found 33 notifications from Facebook that
friends had left birthday greetings on my Facebook page, but only two
regular emails with birthday greetings.” (54 yr old male)
“Most interactions now come from my social networks. Not only do my
birthday greetings come via Facebook and Twitter, but almost all of
them were made where other people could see them. Those public
greetings prompted several others to add their own.” (52 yr old female)
“Email messaging — the main tool of most nonprofits for "push"
marketing — will need to meet a higher and higher bar in terms of
relevance, or it will be increasingly ignored.” (61 yr old male)
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70. Is Technology a Bother to Fundraising or is it Essential?
More Thoughts on Social Networks . . .
“When I was in sixth grade, I was crazy about the girl who sat next to me,
but I didn't think she could possibly have the same feelings about me. When
Mrs. Green changed everyone's seats, the girl sent me a note through an
intermediary, Sherry, who was now sitting next to me. The note said, "Do
you like me?" I turned around and saw her sheepishly smiling. After
recovering from a brief but intense panic attack, I sent back a note that told
her I did. Ah, first love!”
“Last week I got another note from her. This time the intermediary was not
Sherry, though. It was Facebook.”
“Facebook is affecting my life in ways I wouldn't have imagined just a few
short months ago. In addition to the innocent hello from my first flame, I
have had a dialogue with a cousin I haven't seen in 25 years.”
“When you think about the metrics that matter most to people -- audience
reach, composition and engagement -- you realize that there is no site in the
world that will be able to compete with Facebook in delivering results!”
Kevin Mannion, On-Line Publishing, February , 2009
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2009 Facebook Demographic and Statistics Report
The most troubling statistics we’ve seen are that there are 16.5% less high school users, and 21.7%
less college users. There have been rumors that these younger user groups are being alienated by
their parents joining the service, and this data seems to prove it.
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Which of the following types of social media does your charity
currently use?
2007
2008
100%
90%
79% 79%
80%
70%
57%
60%
50%
41% 36%
40% 34%
32% 33% 26% 30% 25%
30%
16%
20%
13% 11%
10%
0%
Video Social Blogging Podcasting Message/ Wikis Do Not Use
Blogging Networking Bulletin Any
Boards
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78. Is Technology a Bother to Fundraising or is it Essential?
Do you monitor social media for buzz, posts, conversations and
news about your organization?
2007
2008
100%
90%
80% 75%
66%
70%
60%
50%
40%
33%
30% 25%
20%
10%
1%
0%
0%
Yes No No Response
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Social Networks Hints for Success
It is not FREE, resources are required
Being present is not enough, engage
Be authentic, otherwise you will be exposed fast
Integrate, don’t imitate other mediums
Endorsements matter, think forwarded emails!
Measure
Have something to say, must be regular or it dies fast
Stephanie Miller, Email Insider, 2009
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Thank you!
Jay B. Love
CEO eTapestry Division
Blackbaud
jay.love@blackbaud.com
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