1. Breakthrough Strategies for the Next
Decade of Fund Raising:
An Executive Briefing
Welcome! Please mute your phones!
We’ll get started momentarily!
eTapestry is a Blackbaud Company

2. Breakthrough Strategies for the Next
Decade of Fund Raising:
An Executive Briefing
Mike Kierce
Account Executive
eTapestry is a Blackbaud Company

3. Who is eTapestry?
• Dedicated to serving nonprofits
• A company that thrives on innovation
• A group that is passionate about service
• People who love to have fun!
eTapestry is a Blackbaud Company

4. What is our history?
• Founded by former execs of MSC
• First “Software as a Service” solution for
nonprofits in 1999
• 6,000 nonprofit clients around the world
• Became part of Blackbaud-August 2007
eTapestry is a Blackbaud Company

5. Agenda
• Pure Fund Raising Tools
• Database
• Recurring Gifts
• Segmentation
• Research / Analytics
• Relationship Building Tools
• CRM
• E-mail
• Web 2.0
• Website Optimization
• Demo ?
eTapestry is a Blackbaud Company

6. The Rules
Still Apply
(It’s all about relationships…
not technology)
eTapestry is a Blackbaud Company

7. It is Now a New World
Know the Difference
eTapestry is a Blackbaud Company

8. Initial Conclusions
 Fundraising is still based upon Relationships
 Technology expands our opportunity for
Communications
 Communications build strong Relationships
 Technology is and will be part of any NPO
 Web-based tools offer new cost-effective
opportunities
 Your use of technology can level the “playing field”
 Your success can be increased because of
technology (more with less!)
eTapestry is a Blackbaud Company

9. Pure Fundraising Tools
(DATABASE)
“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
eTapestry is a Blackbaud Company

10. Pure Fundraising Tools
(DATABASE)
Times are changing.
What are you doing to make sure
you stay ahead?
eTapestry is a Blackbaud Company

11. Pure Fundraising Tools
(DATABASE)
• Does it make sense for us to invest in
technology?
• Does our database help us raise money?
• Your database = FUNDRAISING TOOL
• What are some ways your database can
help you fundraise?
eTapestry is a Blackbaud Company

12. Pure Fundraising Tools:
Recurring Gifts
 The Foundation of many Fundraising Programs
 Constituents become Investors rather than Donors
 Technology makes it Easy
 Key in Online Transactions (Automate whenever
possible!!!)
eTapestry is a Blackbaud Company

13. Pure Fundraising Tools:
Recurring Gifts
eTapestry is a Blackbaud Company

14. Pure Fundraising Tools:
Recurring Gifts
eTapestry is a Blackbaud Company

15. Pure Fundraising Tools:
Segmentation
 Personalize Everything You Can
 Let Technology do the Work for You
 Queries can be Intuitive and Easy
 Think with Building Blocks and Logic
eTapestry is a Blackbaud Company

16. Pure Fundraising Tools:
Segmentation
eTapestry is a Blackbaud Company

17. Pure Fundraising Tools:
Segmentation
eTapestry is a Blackbaud Company

18. Pure Fundraising Tools:
Segmentation
eTapestry is a Blackbaud Company

19. Research/Analytics
 Knowledge is Key to Success
 Data MUST be Accurate to be Useful
 Database Integration and Updating Makes the
Process much Easier
 How can research give us an advantage?
 Over Other Nonprofits
 Over ourselves (Did we ask for enough?)
eTapestry is a Blackbaud Company

20. eTapestry is a Blackbaud Company

21. eTapestry is a Blackbaud Company

22. eTapestry is a Blackbaud Company

23. eTapestry is a Blackbaud Company

24. eTapestry is a Blackbaud Company

25. eTapestry is a Blackbaud Company

26. eTapestry is a Blackbaud Company

27. Wealthpoint Rating
UDF Name Content
WealthPoint Rating Indicator of household
wealth
WealthPoint Rating Order Ranking within the
submitted accounts
eTapestry is a Blackbaud Company

28. Wealthpoint Rating
eTapestry is a Blackbaud Company

29. 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
eTapestry is a Blackbaud Company

30. Relationship Building:
Constituent Relationship Management (CRM)
Consider:
Technology allows you to create and maintain
relationships with 100 x more people than
your own mind can.
If you want to increase your outreach:
Leverage technology in building relationships!
eTapestry is a Blackbaud Company

31. Relationship Building:
Constituent Relationship Management (CRM)
eTapestry is a Blackbaud Company

32. Relationship Building:
Constituent Relationship Management (CRM)
eTapestry is a Blackbaud Company

33. Relationship Building:
Constituent Relationship Management (CRM)
eTapestry is a Blackbaud Company

34. Relationship Building:
Constituent Relationship Management (CRM)
eTapestry is a Blackbaud Company

35. Relationship Building:
eMail
We’ve captured information…
We’ve established a relationship…
We must maintain/build on these relationships…
How can we expect to
communicate personally with so
many people?
eTapestry is a Blackbaud Company

36. Relationship Building:
eMail
E-mail
 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
eTapestry is a Blackbaud Company

37. Relationship Building:
eMail
Direct Mail versus Email
•Cost? Expensive (materials/prep/postage) Very low cost
•Preparation? Substantial – labor intensive Easy
•Customizable? Yes (personalization/gift info/etc.)
•Content? Virtually unlimited Has limits
•Acceptance? Universal Growing
•Timing? Slow Fast
eTapestry is a Blackbaud Company

38. Relationship Building:
eMail
eTapestry is a Blackbaud Company

39. Relationship Building:
eMail
eTapestry is a Blackbaud Company

40. Relationship Building:
eMail
eTapestry is a Blackbaud Company

41. Relationship Building:
eMail
eTapestry is a Blackbaud Company

42. Relationship Building:
eMail
eTapestry is a Blackbaud Company

43. Relationship Building:
eMail
eTapestry is a Blackbaud Company

44. Relationship Building:
eMail
Email Key Functions
Tracking: bounces, opens, click-throughs
Subscription management: automated unsubscribe or
opting out link
eTapestry is a Blackbaud Company

45. Relationship Building:
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
eTapestry is a Blackbaud Company

46. Relationship Building:
eMail
Seniors Online
• 65% of those 50-64 years old, and 32% of those 65 + use the Internet
•22% of 65+ crowd was online in 2004
•15% in 2000
(source: Pew Internet, Feb-March 2007)
•17 Million internet users aged 62+.
•Spending an average of 44 minutes per day online
•Those online are better educated & have higher incomes
•Those online spend 70% more each month than those offline
(source: Pew Internet, April 2008)
If you think the 66% of baby boomers that are online now are
going to give up their internet when they turn 65, think again!
eTapestry is a Blackbaud Company

47. Relationship Building:
eMail
Still not convinced?
• Lost Cost = Low Risk
• Easy to measure effectiveness
• Don’t fall behind (Start collecting e-mail
addresses TODAY!)
eTapestry is a Blackbaud Company

48. Relationship Building:
Web 2.0
Web 1.0 vs. Web 2.0
What do we mean?
eTapestry is a Blackbaud Company

49. Relationship Building:
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.
eTapestry is a Blackbaud Company

50. Relationship Building:
Web 2.0
Web 1.0 vs. Web 2.0
 Reading vs. Writing
 Organizations vs. Communities
 Home Pages vs. Blogs
 Portals vs. RSS
 Owning vs. Sharing
Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
eTapestry is a Blackbaud Company

51. Relationship Building:
Web 2.0
 You are NOW the Catalyst not the Originator
 Where Thousands of New Relationships can Begin
 Easier than you Think
eTapestry is a Blackbaud Company

52. Relationship Building:
Web 2.0 – Online Video Use
Source: The Wall St. Journal , 2006
eTapestry is a Blackbaud Company

53. Relationship Building:
Web 2.0 – Fun Video
eTapestry is a Blackbaud Company

54. Relationship Building:
Web 2.0
eTapestry is a Blackbaud Company

55. Relationship Building:
Web 2.0 – Fun Video
Web Video Statistics
1. Video is Bigger Than Search: 12 billion videos are
watched per month vs. 10.5 billion searches conducted.
2. Video Consumption is Quickly Moving Online: 19% of
total video consumption is now online, versus 11% a
year ago.
3. Most Users Consume Video: 80% of Internet users watch
video, moving to 88% by 2012.
4. Consumption is High Across All Demos: 76% of children
and 44% of seniors watched online video.
Source: BrightRoll
eTapestry is a Blackbaud Company

56. Relationship Building:
Web 2.0 – Social Networking
eTapestry is a Blackbaud Company

57. Relationship Building:
Web 2.0 – Social Networking
25,037
Friends
18,047
Friends
12,309
Friends
1,313
Friends
eTapestry is a Blackbaud Company

58. Relationship Building:
Web 2.0 – Social Networking
eTapestry is a Blackbaud Company

59. Relationship Building:
Web 2.0 – Social Networking
eTapestry is a Blackbaud Company

60. Relationship Building:
Web 2.0 – Social Networking
eTapestry is a Blackbaud Company

61. Relationship Building:
Web 2.0 – Blogs
eTapestry is a Blackbaud Company

62. Relationship Building:
Web 2.0 - RSS
eTapestry is a Blackbaud Company

63. Relationship Building:
Web 2.0 - RSS
“If you're a nonprofit manager right
now and you're not using RSS, you're
falling behind.”
You're not getting information -- about your cause, about your people,
about your profession -- efficiently enough, which means you're not
getting enough information, period.
Source: democracyinaction.org
eTapestry is a Blackbaud Company

64. Relationship Building:
Web 2.0 - RSS
And someone else is getting that information, or will be
soon.
• Someone eyeballing your job.
• Or your press release.
• Or your grant application.
• Someone competing with you for your constituents.
• Or someone competing with your constituency for influence.
Source: democracyinaction.org
eTapestry is a Blackbaud Company

65. Relationship Building:
Web 2.0 - Podcasts
eTapestry is a Blackbaud Company

66. Relationship Building:
Web 2.0 – Message Boards
eTapestry is a Blackbaud Company

67. Relationship Building:
Web 2.0 - Wikipedia
eTapestry is a Blackbaud Company

68. Relationship Building:
Web 2.0 – Personal Fundraising Pages
Peer Fundraising Online
eTapestry is a Blackbaud Company

69. Relationship Building:
Web 2.0 – Personal Event Fundraising
eTapestry is a Blackbaud Company

70. Relationship Building:
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!
eTapestry is a Blackbaud Company

71. Relationship Building:
Mobile
Mobile Access
• PDA, Smartphone, etc.
•Specifically formatted for mobile use
• Fast
• Real time information – no syncing or
downloading
eTapestry is a Blackbaud Company

72. Relationship Building:
eTap Mobile
Access/Update your
entire database from
your smartphone
eTapestry is a Blackbaud Company

73. Relationship Building:
eTap Mobile
Hotlinks allow you to
easily phone, email, or
even get a map…
eTapestry is a Blackbaud Company

74. Web Site Optimization
You’ve built a website…
…how will they find you?
Search engines
(85% use them)
Tell them!
•Letterhead
•Pledge cards
•Newsletters
•Business cards
•Materials
•Email signatures Cool Web Site
eTapestry is a Blackbaud Company

75. Web Site Optimization:
Needle in a Needle Stack
eTapestry is a Blackbaud Company

76. Web Site Optimization:
Breakthrough the Clutter
eTapestry is a Blackbaud Company

77. Web Site Optimization
Common Reasons Why NP Web Sites Fail
Upside Down Web Site
Dead Web Site
Disconnected Web Site
Stingy Web Site
Cool Web Site
"Why Web Sites Fail and What To Do About It" at Nonprofit Day
by Michael C. Gilbert April 1999
eTapestry is a Blackbaud Company

78. Web Site Optimization:
Web Design
Does your website accurately
represent the work that you do?
eTapestry is a Blackbaud Company

79. Web Site Optimization:
Before and After
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80. Web Site Optimization:
Web Design
eTapestry is a Blackbaud Company

81. Web Site Optimization:
Web Design
eTapestry is a Blackbaud Company

82. Web Site Optimization:
Web Design
eTapestry is a Blackbaud Company

83. Web Site Optimization
They’re at your website, now what
do they do?
1. Can they get something?
3. Can they do something?
5. Can they give something?
Your goal – to get something from them!
eTapestry is a Blackbaud Company

84. Web Site Optimization
An Overall
Strategy
Donate Now
Sign Up For
Newsletter
Multiple
Ways
To Support
& Get
Involved
eTapestry is a Blackbaud Company

85. Web Site Optimization
Can they get something?
83% of Internet users expect to find product
information on the Internet – Pew Internet Project
Information Documents
Devotionals Member Lists
Calendars Newsletters
PodCasts Stewardship Information
Help
WHAT ELSE????
eTapestry is a Blackbaud Company

86. Web Site Optimization
Can they do something?
Participate in an event
Golf tournaments
Walk-a-thons
Dinners
Join – Become a member
Update their information
Run planned gift calculations
Purchase products or services
eTapestry is a Blackbaud Company

87. Web Site Optimization
Can they give something?
Time - Volunteer
Goods (in kind gifts)
Money
eTapestry is a Blackbaud Company

88. Web Site Optimization:
Keeping it Simple
Database
Ecommerce
Advanced Email
Website
eTapestry is a Blackbaud Company

89. Web Site Optimization:
Next Steps
INTEGRATION is the KEY!
eTapestry is a Blackbaud Company

90. Web Site Optimization:
Next Steps
Driving Traffic
(To your website, not the morning rush hour!)
So, our website is great…
How can we encourage people to visit!?!!
eTapestry is a Blackbaud Company

91. Web Site Optimization:
Integrate on and off line appeals
Mention Benefits &
Ease Of Online
Contributions
eTapestry is a Blackbaud Company

92. Web Site Optimization:
Use eMail & direct mail together
eTapestry is a Blackbaud Company

93. Web Site Optimization:
Coordinate web & phone appeals
eTapestry is a Blackbaud Company

94. Web Site Optimization:
Next Steps
Get Creative!
“The Great Turtle Race”
eTapestry is a Blackbaud Company

95. Web Site Optimization:
Next Steps
Bottom Line?
• 54,000 subscribers
• 700,000 unique visitors
• 2.5 million page views
• 5%+ visitors converted into donors.
eTapestry is a Blackbaud Company

96. Web Site Optimization:
Keys to Success
 Plan an Overall Strategy
 Take an Integrated Approach
 Try Different Things (measure the
effectiveness)
 Have fun!
eTapestry is a Blackbaud Company

97. Conclusions
 Fundraising is still based upon Relationships
 Technology expands our opportunity for
Communications
 Communications build strong Relationships
 Technology is and will be part of any NPO
 Web-based tools offer new cost-effective
opportunities
 Your use of technology can level the “playing field”
 Your success can be increased because of
technology (more with less!)
eTapestry is a Blackbaud Company

98. Epilogue
10 Technology Resolutions for 2009
Sarah Robbins
Director of Emerging Technologies
Mediasauce
eTapestry is a Blackbaud Company

99. 1. Set up a Gmail Account
eTapestry is a Blackbaud Company

100. 2. Post Pics to Flickr
eTapestry is a Blackbaud Company

101. 3. Try a Microblog
eTapestry is a Blackbaud Company

102. 4. Create a Google Alert
eTapestry is a Blackbaud Company

103. 5. Set Up an RSS
eTapestry is a Blackbaud Company

104. 6. Share a YouTube Video
eTapestry is a Blackbaud Company

105. 7. Really Use Your Cell Phone
(Send a text or a video)
eTapestry is a Blackbaud Company

106. 8. Join a Social Network
eTapestry is a Blackbaud Company

107. 9. Share PowerPoint Slides
(Save a tree or two!)
eTapestry is a Blackbaud Company

108. 10. Play a Video Game
eTapestry is a Blackbaud Company

109. Thank you!
Mike Kierce
Mike.Kierce@eTapestry.com
317-336-3834
eTapestry is a Blackbaud Company