Luminate Online Marketing: An Integrated & Multi-Channel Approach
Today’s Challenge & Why Multi-Channel approach is critical
Our approach to this challenge
How Blackbaud customers are achieving success
Agenda
Your Challenge:
Connect With Distracted
People*
*While lots of other organizations & companies compete for
this same mind and wallet share
You. And your constituents.
Constituent Attention Is Increasingly Scarce
& Distributed
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Today’s Imperative: Set Yourself Apart
• Multi-Channel: online generates pipeline & engagement
• Focus on Relationships: Treat supporters as partners
• Technology empowers: integration & automation
How do I cut through the noise?
What is Luminate Online
Marketing?*
*And how will it help me?
Luminate: Digital Engagement Platform
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These are your constituents
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Luminate: Pollinate & Cultivate Across Channels
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The bounty: Greater lifetime value of engaged,
multi-channel relationships
Act Donate Volunteer Share
Engagement Comes In Many Forms
Integrate the Engagement Ladder
•Visit website
•Sign a petition
•Subscribe to eNewsletter/alerts
•Share on Facebook/email
•Send an eCard
•Make single donation
•Make a phone call
•Attend a "real world" event
•Write a letter to the editor
•Personalize an action alert
•Peer-to-peer fundraising
•Host a meet-up event
•Renew single donation
•Sign up for monthly giving
•Upgrade monthly donation
•Attend a “lobby day”
•Make a major gift
•Make a bequest
•Leverage a personal
connection with an
elected official
Approach to Constituent Engagement
online Keys to Effective
Execution:
1. Build on every
conversation
2. Create a fully integrated
constituent experience
3. Get the most from each
channel
4. Data-driven strategies for
treatment based on the
audience
Getting Attention Get the right message in front of the right person at the
right moment
Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways,
Analytics & Optimization
Getting Attention: Hook ‘Em Get the right message in front of the right person at the right moment.
Key Strategies: Web Content, Mobile Content, Social Hooks, SEO, Design
Driving Engagement Start the Relationship Right: Welcome Series
Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways,
Analytics & Optimization
Timely, relevant engagement
1
2
3
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Non-Monetary Support Opportunities Action Alerts drive engagement
Accessible wherever they go…
Expanding the Relationship Strike while the iron is hot by promoting sharing and
channel conversion
Key Strategies: Next Steps, Cross Marketing, Social Sharing
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Participation = Affinity
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Define Your Support: DIY Fundraisers
It’s a long-term partnership: Sustainers
Behind the Scenes*
*This is how the magic happens
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Personalization
Conditionalize
based on queries
Dynamic Ask
from giving
history Split A/B
Testing
Actionable
campaign
analysis
Targeted, Multi-
part email
campaigns
Automation = set it
& forget it
Collect
constituent
info
throughout
interactions
Use data to
segment,
target &
personalize
(with
automation!)
Show me the Money*
*And emails, advocacy actions, etc…
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Luminate Clients Lead the Market
More Fun Facts:
TeamRaiser represents over half of the top 30 largest Run
Walk Ride Events in the US
2013 Luminate Online
Benchmark Report:
Email files grew 12.45%. All verticals saw
growth.
Fundraising continued double digit
growth as sustainers and repeat donors
grew 27% and 20%, respectively. First time
gifts grew 3%.
20%
27%
11.6%
Repeat Donors
Sustainers
Total Fundraising
Luminate Delivers Growth Where it Counts
Visit our website
https://www.blackbaud.com/online-marketing/luminate-online
Check out our Interactive Design Portfolio
https://www.blackbaud.com/online-marketing/web-design
Subscribe to npEngage, our AWESOME blog
http://www.npengage.com/
Get Social:
@Blackbaud
@BBInteractive
Or reach out directly – we’d love to have a more personalized discussion!
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