1. 8 Breakthrough Strategies for the Next
Decade of Fund Raising:
An Executive Briefing
Brooke Csukas
Account Executive
eTapestry is a Blackbaud Company
2. 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
eTapestry is a Blackbaud Company
3. Agenda
1. Pure Fund Raising Tools
• Matching Gifts
• Recurring Gifts
• Essentials for the “Ask”
• For Impact Report
• Segmentation
2. Relationship Building Tools
• CRM
• Email
eTapestry is a Blackbaud Company
4. 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)
eTapestry is a Blackbaud Company
5. “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
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. 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
eTapestry is a Blackbaud Company
9. 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
eTapestry is a Blackbaud Company
14. 1. Pure Fundraising Tools:
Recurring Gifts
The Foundation of many Fundraising Programs
Key in ePhilanthropy Transactions
Constituents become Investors rather than Donors
Technology makes it Easy
eTapestry is a Blackbaud Company
19. 1. Pure Fundraising Tools:
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
eTapestry is a Blackbaud Company
20. 1. Pure Fundraising Tools:
Essentials of the Ask
eTapestry is a Blackbaud Company
21. 1. Pure Fundraising Tools:
Essentials of the Ask
eTapestry is a Blackbaud Company
22. 1. Pure Fundraising Tools:
Essentials of the Ask
eTapestry is a Blackbaud Company
23. 1. Pure Fundraising Tools:
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
eTapestry is a Blackbaud Company
24. 1. Pure Fundraising Tools:
For Impact Report
Capacity to Give Score
Relationship to Your Organization Score
Timing Score
Past Giving to Your Organization Score
Past Philanthropic Giving Score
eTapestry is a Blackbaud Company
25. 1. Pure Fundraising Tools:
For Impact Report
eTapestry is a Blackbaud Company
26. 1. Pure Fundraising Tools:
For Impact Report
eTapestry is a Blackbaud Company
27. 1. Pure Fundraising Tools:
For Impact Report
eTapestry is a Blackbaud Company
28. 1. 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
33. 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
eTapestry is a Blackbaud Company
34. 2. Relationship Building:
Constituent Relationship Management (CRM)
“If you want milk from a cow, you don’t
send it a letter.”
Si Seymour
eTapestry is a Blackbaud Company
39. 2. Relationship Building:
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
eTapestry is a Blackbaud Company
46. 2. Relationship Building:
eMail
Email Key Functions
Tracking: bounces, opens, click-throughs
Subscription management: automated unsubscribe or
opting out link
eTapestry is a Blackbaud Company
47. 2. 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
48. 2. Relationship Building:
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
eTapestry is a Blackbaud Company
49. 2. 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
51. 2. Relationship Building:
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/
eTapestry is a Blackbaud Company
52. 2. Relationship Building:
Web 2.0 – Online Video Use
Source: The Wall St. Journal , 2006
eTapestry is a Blackbaud Company
63. 2. 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
68. 2. Relationship Building:
eTap Mobile
• Included with your eTapestry service
• Specifically formatted for mobile use
• Fast
• Real time information – no syncing or
downloading
eTapestry is a Blackbaud Company
69. 2. Relationship Building:
eTap Mobile
Search for any account
in your database
eTapestry is a Blackbaud Company
70. 2. Relationship Building:
eTap Mobile
Hotlinks allow you to
easily phone, email, or
even get a map…
eTapestry is a Blackbaud Company
71. 2. Relationship Building:
eTap Mobile
…giving you instant
tools for your mobile
travels
eTapestry is a Blackbaud Company
72. 2. Relationship Building:
eTap Mobile
Store and see pictures,
or drill down into a
giving summary…
eTapestry is a Blackbaud Company
73. 2. Relationship Building:
eTap Mobile
…detailing a donors
financial support
eTapestry is a Blackbaud Company
74. 2. Relationship Building:
eTap Mobile
Add new contact
information from your
mobile device and have
all the details…
eTapestry is a Blackbaud Company
75. 2. Relationship Building:
eTap Mobile
You can even run
queries with eTapestry
Mobile…
eTapestry is a Blackbaud Company
76. 2. Relationship Building:
eTap Mobile
Best of all . . .
eTapestry Mobile is
no charge with your
eTapestry service!
eTapestry is a Blackbaud Company
77. 3. Benchmark Reporting
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?
eTapestry is a Blackbaud Company
78. 3. Benchmark Reporting
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
eTapestry is a Blackbaud Company
83. 4. Donor Loyalty
Questions
How do you know which donors are loyal?
Which are accessible?
Which feel trapped?
Which are at risk?
eTapestry is a Blackbaud Company
84. 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
eTapestry is a Blackbaud Company
87. 4. Donor Loyalty
A donor’s loyalty
level is indicated on
the search screen
eTapestry is a Blackbaud Company
88. 4. Donor Loyalty
- Value/Strategic Fit +
Value Sustainers Value Creators
+
Harvest Grow
Loyalty
Value Detractors Value Opportunities
Convert
Replace
-
eTapestry is a Blackbaud Company
89. 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”
eTapestry is a Blackbaud Company
90. 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
eTapestry is a Blackbaud Company
95. 6. Web Site Optimization
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
eTapestry is a Blackbaud Company
96. 6. Web Site Optimization
Be Like Martha or Oprah
Both are Masters of Multi-Channel Marketing!
eTapestry is a Blackbaud Company
99. 6. Web Site Optimization
E-Mail Your Web Site
In Person
Meetings Events
An Integrated Strategy
Other Tools Phone Print
Blogs
Text Messaging
Social Networking Sites
eTapestry is a Blackbaud Company
100. 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?
eTapestry is a Blackbaud Company
101. 6. Web Site Optimization
“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
eTapestry is a Blackbaud Company
102. 6. Web Site Optimization:
Before and After
eTapestry is a Blackbaud Company
103. 6. Web Site Optimization:
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
eTapestry is a Blackbaud Company
104. 6. Web Site Optimization:
Needle in a Needle Stack
eTapestry is a Blackbaud Company
105. 6. Web Site Optimization:
Breakthrough the Clutter
eTapestry is a Blackbaud Company
106. 6. Web Site Optimization:
Keeping it Simple
Database
Ecommerce
Advanced Email
Website
eTapestry is a Blackbaud Company
107. 6. Web Site Optimization:
Next Steps
INTEGRATION is the KEY!
eTapestry is a Blackbaud Company
108. 6. Web Site Optimization:
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
eTapestry is a Blackbaud Company
109. 6. Web Site Optimization:
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
eTapestry is a Blackbaud Company
110. 6. Web Site Optimization:
Integrate on and off line appeals
Mention Benefits &
Ease Of Online
Contributions
eTapestry is a Blackbaud Company
111. 6. Web Site Optimization:
Use eMail & direct mail together
eTapestry is a Blackbaud Company
112. 6. Web Site Optimization:
Coordinate web & phone appeals
eTapestry is a Blackbaud Company
113. 6. Web Site Optimization:
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!!!!
eTapestry is a Blackbaud Company
114. 6. Web Site Optimization
"Do one thing every day
that scares you."
– Eleanor Roosevelt
"We have a strategic plan.
It's called doing things."
– Herb Kelleher
eTapestry is a Blackbaud Company
115. 6. Web Site Optimization:
Oprah & Martha would be proud
eTapestry is a Blackbaud Company
116. 6. Web Site Optimization:
Oprah & Martha would be proud
eTapestry is a Blackbaud Company
117. 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
eTapestry is a Blackbaud Company
127. 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!
eTapestry is a Blackbaud Company
128. 8. Application Program Interface
(API): Connect to the World
eTapestry is a Blackbaud Company
129. Epilogue
10 Technology Resolutions for 2008
Sarah Robbins
Director of Emerging Technologies
Mediasauce
eTapestry is a Blackbaud Company
130. 1. Set up a Gmail Account
eTapestry is a Blackbaud Company
131. 2. Post Pics to Flickr
eTapestry is a Blackbaud Company
132. 3. Try a Microblog
eTapestry is a Blackbaud Company
133. 4. Create a Google Alert
eTapestry is a Blackbaud Company
134. 5. Set Up an RSS
eTapestry is a Blackbaud Company
135. 6. Share a YouTube Video
eTapestry is a Blackbaud Company
136. 7. Really Use Your Cell Phone
(Send a text or a video)
eTapestry is a Blackbaud Company
137. 8. Join a Social Network
eTapestry is a Blackbaud Company
138. 9. Share PowerPoint Slides
(Save a tree or two!)
eTapestry is a Blackbaud Company
139. 10. Play a Video Game
eTapestry is a Blackbaud Company
140. Thank you!
Brooke Csukas
Account Executive
brooke.csukas@etapestry.com
eTapestry is a Blackbaud Company