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Embracing CRM Technology as a Nonprofit:
5 Easy Steps
Brandon Melvin
Education Market Executive
eTapestry Division of Blackbaud
D
AgendaAgenda
1. Optimizing your Website
2. Attracting Donors/Support through Social Media
3. Collecting Information on the Web
4. Making your Database Work for You
5. Communicating with New/Existing Donors
The Rules The Rules Still ApplyStill Apply
(It’s all about relationships…not technology)
Web Site OptimizationWeb Site Optimization
75% of donors will check your website before making a gift whether it is Online/Offline
If Relationships are Built on Communications . . . Set yourself up for success!
A Few Key Changes can Make a Huge Difference
Your website = tool for engagement
Web Site Optimization:Before, After, and After!Web Site Optimization:
Before, After, and After!
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!)
Keys to Building a Successful Web SiteKeys to Building a Successful Web Site
Top Ten Traffic Sources
They’re at your website, now what do they do?
1. Can they engage?
2.2. Can they add content? (Web 2.0)Can they add content? (Web 2.0)
3. Can they give or volunteer?
Your goal – to get something from them!
Keep it simple & Make Integration a Focus
Constituent Website
Gather Information
Use Email
DatabaseDatabase
Do you have an Online/Social Do you have an Online/Social Media Strategy?Media Strategy?
Media & PR
E-mail Campaigns
Social Networks
Integration with Direct Mail
Banner Ads on Homepage, Blog and eNewsletter
Google AdwordsGoogle
Adwords
What is Social Media?What is Social Media?Social media is online content created by people using
highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers.
Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.
Source: Wikipedia, 2009.
Food for Thought….Food for Thought…. Top 5 Most Visited
Websites in the United States:
– Facebook is #3 – YouTube is #4– MySpace is #5– (Twitter is #14)
Source: http://www.alexa.com/topsites/countries/US
YouTube!YouTube!• Allows you to attract more traffic to your website• Videos can easily be posted on website or as a link
within an eBlast or eNewsletter• FREE service to increase your visibility• Growing in popularity and becoming more accepted
in the NP world as a method for reaching constituents
Video is a Video is a Magnet forMagnet for
Your Your Web Site!Web Site!
“Most viral videoof all time!”
Could her storybe told in any other manneras strongly?
Real Life Example….Real Life Example….Dec 11:Subject line: Urgent Appeal: Your gift to
CRS is vitally important!
Straight Appeal Static donation formRaised $112k
Source: Laura Durington: CRS Social Media Presentation-
AFP Maryland
Dec 29:Subject line: Only 48 hours left to make a tax-
deductible gift!
Added “hotspot” text
Added video message from our president (that plays right on the donation form)
Added a strong pull-quoteRaised $112k
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
Dec 31:Subject line: Final Deadline: Last chance to
make a tax-deductible gift
New “hotspot” textKept video message from our
presidentNew pull quoteRaised $119k
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
• Was CRS’s most successful online fundraising campaign to date (non-emergency).
• Three e-mail messages in this campaign (based on a direct mail piece)
• Posts on social networking sites advertising campaign
• Coordination with Google AdWords
This campaign raised $594k online. Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
The Results…The Results…
FACEBOOKFACEBOOK• What is Facebook??
– A FREE, online social networking site that connects people through online communities• Facebook started out as a service for university students but now almost one
third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.
• Non profits can use Facebook to: – Connect– Brand– Share your story – Fundraise
FACEBOOK UsersFACEBOOK Users
FACEBOOK PagesFACEBOOK Pages• Personal Page= Your Organization’s Official Page on FB
TIPS:
Invite colleagues, board members, and friends to become fans
UPDATE often
Start Conversations
Brand your page
FACEBOOK Pages Cont…FACEBOOK Pages Cont…• Facebook Cause Page=Online Donation Tool (application) on FB• Also a Peer-to-Peer Fundraising Page since anyone can start/create
a cause
TIPS:
Brand & Link to your Page
Provide Clear FR Goals
Give Supporters Updates on your Progress
FACEBOOK Takeaways…FACEBOOK Takeaways…• Real Life Application
– The Nature Conservency’s “Lil Green Patch” Case Study• Built a cause page on FB to attract users to support the Adopt an Acre
program to conserve rainforests in Costa Rica & fight global warming• 20K new cause members and $33K in support since Feb 2008
• These results will most likely NOT be the case for your organization…– HOWEVER, creating an online, Facebook presence will not hurt – Creating a group of fans/people that advocate for your cause WILL increase
your giving and support• POST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOK• Have an intern or student volunteer create these pages for you—they typically
have the most knowledge and insight into what will sell to their generation of internet users!
Flickr, Podcasts, Message Boards, Flickr, Podcasts, Message Boards, BlogsBlogs
• Flickr—Photo Sharing Application• Podcasts—Short recordings about a variety of different topics that
can be purchased, downloaded for free, or posted on a web page• Message Boards—A segment of a website that hosts an open
discussion amongst users• Blogs—A portion of a website (or a separate entity altogether like
Twitter) in which an author posts discussion topics or information to be shared with followers– Personal Blogs=Online ‘Diary’– Organizational blogs=Information sharing/News Updates
Social Networks: Hints for SuccessSocial 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• Endorsements matter, think forwarded emails!• Measure • Have something to say, must be regular or it dies fast
Stephanie Miller, Email Insider, 2009
Real Life Story via the “New York Real Life Story via the “New York Times”…Times”…
““Web Site Story Continued”Web Site Story Continued”Charity: water * 11 Employees * 500,000 Followers on Twitter * 500 Donors Cover
all Admin Costs * Donors can Locate
Their Well on Webvia Google Earth
““Web Site Story Continued”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!
charity: watercharity: water1. 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!
Where does the information go? • How do you track all of the information
you know about a donor? • Can you store their interests, historical
conversations, and all contact points in one location?
• Is your institutional memory protected?
• What are the benefits to combining all this information into one location?
Constituent Relationship Management
Relationships•How would tracking relationships increase your fundraising success?
Reporting
•How does your organization identify Lapsed Donors?
•Can you run a report to tell you who the Top 10 donors are in your database?
•LYBUNT•Last Year but Not This Year
•SYBUNT•Some Year but Not This Year
ReportingHow do this year’s donors compare to last year’s?
Online Giving with Recurring Gifts
Recurring Gifts
• Donors become investors
• Steady stream of incoming funds
• Larger amounts in total
• Amounts are more manageable by the donors
• Key ingredient to sustaining long term donors and constituent loyalty
Database = Fundraising Tool
• Only works if used daily by all
• Must be consistent/accurate
• Powerful Memory Supplement
• Technology makes it easy
Communications
• People are connected 24/7
• How can we be expected to communicate with so many people?
• How can we personalize our message?
Why Has Email Become So Important?
• People are busy…they want to communicate/interact on their own time
• Email is inexpensive…• Email provides virtually instant access
to friends and supporters• Email is a great equalizer• Email is measurable
• 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
Today’s Supporter
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
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
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
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
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
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
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
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
Example Landing Page
Designing for Mobile Devices
• 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
email (html)
A Few Email Design & Usage Tips
1. Keep truly important items above the fold2. Ask subscribers to add your “from address” to their address
book3. Host images on your web site rather than embedding them 4. Links to resources and to special landing pages on your web
site are powerful (Especially “tell a friend” functions)5. Develop your own writing style that readers will learn
to love (people adore stories, so tell many . . . )
What Now?
1. Take a look in the mirror
How do you stack up?
- Website- Database- E-mail/Communications- Social Media Presence
What Now?
2. Plan
Make it a priority
- Set Aside Time for Review- Add to Board Agenda- Seek Professional Assistance (Most companies will help you do this at
NO COST!)
What Now?
3. Continuous Evaluation
Must be Measurable
- Website Hits- Fundraising- Donor Retention- Communications
- Cost vs. Results- Social Media “Friends”
What Now?
4. Have Fun!!!
- Try New Things- Get Creative- Share your passion for your
mission!
What Now?
1. How do we stack up?
2. Written Plan
3. Continuous Evaluation of Tools/Technology
4. Have FUN
Resources• Getting Started with Facebook• Beth Kanter Blog – How Nonprofits Can Use Social Media• Blackbaud – Raising Money During Challenging Times• Getting Started with Google Analytics• LotusJump – Website Marketing Made Easy
• eTapestry Home Page• Greater Giving Home Page
Questions?
Thanks!
Brandon MelvinBrandon.Melvin@eTapestry.com
317-336-3883
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