You've Built A Website, Now Lets Build A Relationship

You’ve Built a Website – Now Let’s Build a Relationship

“The Art of the Possible - Internet Strategies for Building Relationships”

……by building a meaningful by building a meaningful relationship with our donors, relationship with our donors,

online!online!

““Internet Strategies for Internet Strategies for Relationship Building”Relationship Building”

Our objectiveOur objective - -We want to explore how we use technology We want to explore how we use technology

and the Internet to meet the needs and desires and the Internet to meet the needs and desires of our donors/volunteers/members/prospects, of our donors/volunteers/members/prospects, while at the same time furthering the mission while at the same time furthering the mission

and work of our organization… and work of our organization…

Thoughts from Industry ExpertsThoughts from Industry ExpertsThoughts from Industry ExpertsThoughts from Industry Experts

“Utilizing rent-able applications and other low cost or free web applications allows the small nonprofit to leverage labor and financial resources. Thus they are able to serve more of their constituency, as well as better communicate with (and broaden) their donor base, and improve services.

In other words, leveraging through technology provides the small nonprofit an opportunity to "level the playing field."Carolyn S. Sechler, CPAPhoenix, AZ

“We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet, and charitable giving is a logical progression.”

Paul Saffo Director of the Institute for the Future.

“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

The “New Normal”The “New Normal”

• We have shifted our normal activities of daily life –online. It is the “new normal”

•How often do you check the mail box? How often do you check your email?

•Where do you go to search for information, buy plane tickets, find a map, or research something?

•If you are interested in volunteering or learning more about a nonprofit – do you Google, write them or look in the phone book?

New Normal = New Breed of Donor

New Normal = New Breed of Donor

Read email before snail mailRead email before snail mail Give higher than average Give higher than average

direct mail giftsdirect mail gifts Busy, satisfy interests on their Busy, satisfy interests on their

scheduleschedule Expect personalized Expect personalized

informationinformation Require immediate feedbackRequire immediate feedback Demand informationDemand information Already are building Already are building

relationships onlinerelationships online

Ephilanthropy Foundation

North American Online Giving EstimatesNorth American Online Giving Estimates**North American Online Giving EstimatesNorth American Online Giving Estimates**

Estimate of Giving in 2001 = $550 million

Estimate of Giving in 2002 = $1.1 Billion



Estimate of Giving in 2005= $4.53 Billion

Estimate of Giving in 2006=$6.9 Billion

*Estimates provided by ePhilanthropy Foundation

Any Signs of

Slowing?

Are you taking advantage?Are you taking advantage?Are you taking advantage?Are you taking advantage?

Source: Blackbaud 2008 State of the Nonprofit Industry

North American Survey Results

Fundraising is still based upon Relationships Fundraising is still based upon Relationships The Internet expands our opportunity for The Internet expands our opportunity for

Communications (2 way!)Communications (2 way!) Communications build strong RelationshipsCommunications build strong Relationships Technology is and will be part of any non profit Technology is and will be part of any non profit

organization, takes many shapes and levels the organization, takes many shapes and levels the playing fieldplaying field

You can build stronger relationships by using You can build stronger relationships by using technology (more with less!)technology (more with less!)

You must integrate your online/offline activitiesYou must integrate your online/offline activities Expand our fundraising by building stronger Expand our fundraising by building stronger

relationshipsrelationships

Initial ConclusionsInitial Conclusions

The key to grabbing technology to build The key to grabbing technology to build relationships…relationships…

The key to grabbing technology to build The key to grabbing technology to build relationships…relationships…

Donor Relationship BuildingDonor Relationship Building

++

Internet PresenceInternet Presence

==

Successful Online Successful Online Community Community

The Basics of Online Relationship BuildingThe Basics of Online Relationship BuildingThe Basics of Online Relationship BuildingThe Basics of Online Relationship Building

Establish an Informative Website (Content) Collect Email Addresses Communicate with those who opt in Offer the option of online giving (encrypted) Give, Get, Do – online Learn about your donors, their preferences You can treat every donor like a major donor!

Personalize their experience. Comply with Regulations and laws/ Understand

Privacy and Security Issues Read, learn, test, adapt….

To start or continue the relationship you need to:

Power Of Your Web SitePower Of Your Web SitePower Of Your Web SitePower Of Your Web Site

More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation

39% 37%

23%

9%

20%

37%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

DonatedOffline

PetitionOnline

ReferredFriend

PetitionOffline

DonatedOnline

VolunteerOffline

VolunteerOnline

Web Visitors




Does your site represent your message?Does your site represent your message?

Does your site represent your message?Does your site represent your message?

Keep in Mind – The Web is constantly changing

Keep in Mind – The Web is constantly changing

No longer- Web 1.0 first generation Web-based content that was typically one-way static communication.

It is NOW - Web 2.0 second generation Web-based services that emphasizes two-way online collaboration and sharing among users.

Know the DIFFERENCE

How To Succeed OnlineHow To Succeed Online

They’re at your website, now what do they do?

1. Can they get something?2. Can they do something?3. Can they give

something?

Your goal – to get something from them!

Can they get something?

Information DocumentsDevotionals Member ListsCalendars NewslettersPodCasts Stewardship InformationHelp

83% of Internet users expect to find product information on the Internet – Pew Internet Project

Can they do something?

Participate in an eventGolf tournamentsWalk-a-thonsDinners

Join – Become a memberUpdate their informationRun planned gift calculationsPurchase products or services

Can they give something?

Time - Volunteer

Goods (in kind gifts)

Money

Interaction is KEY!

What is the most important thing for you to obtain?

What can you use to develop What can you use to develop relationships?relationships?

What can you use to develop What can you use to develop relationships?relationships?

News and informational content Online resources and document sharing Messages boards and surveys Recurring gifts or special memberships Staff intranets and volunteer extranets Advocacy information and forms Weblogging and distributed content Matching gift information and contacts Volunteer skill matching and assignments Event calendars and scheduling tools Email campaigns and newsletters Online only ticket sales or event access




An Overall StrategyAn Overall StrategyAn Overall StrategyAn Overall Strategy

Events

Multiple Ways

To Support

Donate Now

Make it CLEAR What they can do and what you Make it CLEAR What they can do and what you

NEED!NEED!

Online DonationsOnline Donations

Online DonationsOnline Donations

Tell, Feel, Share YOUR Story!Tell, Feel, Share YOUR Story!

Ask for Volunteers & Subscribers

Ask for Volunteers & Subscribers

Event RegistrationEvent Registration

Engage AlumniEngage Alumni

Privacy Policies Privacy Policies



We’ve collected information…

What now?

eCommunicationseCommunications

Why ask online??Why ask online??

Segmented/Targeted Appeals

Segmented/Targeted Appeals

Past Giving / Major Donor or VIP Group Interests or Preferences as it relates to

your org – What 1 key piece of info would help you be more relevant?

Geography Past Behavior – Send e-mail to everyone

who clicked on this link in the last e-mail.

A Targeted Approach A Targeted Approach

Email direct mail emailEmail direct mail email

Online NewslettersOnline Newsletters

Engages on a personal levelEngages on a personal level

Relationship Fundraising for Events Relationship Fundraising for Events

Average volunteer sends over 30 emails One in four emails sent by a volunteer

results in a donation Average online gift is $59 which is a 50%

increase over the average off-line gift

-Data from Kintera Clients

Coordinate Email and Direct Mail Coordinate Email and Direct Mail

Cross-reference offline campaigns in online communications

… and vice versa! Reinforce your message

across different media to maximize results

… ensure you are consistent in your different messages!

Coordinate Web and Phone Campaigns

Coordinate Web and Phone Campaigns

Example : Email Campaign Monitoring and BenchmarkingExample : Email Campaign Monitoring and Benchmarking

16,445 Messages Sent (12,825 in HMTL)

$$

531 Bounces (3%)109 unsub (0.5%)

50% HTML Open Rate

1,792 Participated

2,065 Unique Clicks on Link

~13% CTR on all received~25% CTR on all opened

87% convert from Click~11% of all recipients

Test & Track Email Results

Other online “stuff”Other online “stuff”

Social networking

RSS Feeds

Podcasts

Videos

Blogs

Advocacy

Social Networking BoomSocial Networking Boom


Unbelievable Outreach Allow Others to Spread Awareness For

You Viral Effect Reach people you never would otherwise Cheap!



Go to Them (e.g. RSS)Go to Them (e.g. RSS)

Allow Constituents to Participate

VideoVideo

VideoVideo

VideoVideo

Web Video StatisticsWeb Video Statistics1. 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.

PodcastsPodcasts

BlogsBlogs

Now that you’ve collected the data – what do you do

with it?

•Record donor details•Record donor preferences•Segmentation capabilities•Individual email•Mass email•Snail mail

Put it in a database!

Keeping it simple

Prospect Website

Gather InformationUse Email

Database

Database SolutionsDatabase Solutions

Accurate InformationAccurate Information

Thoughts from the FieldThoughts from the Field

“We use our database to track volunteers and their work with youth programs, trail locations and other volunteers. This allows us to connect our trip leaders who have hiked together with the trails they were on and the teens they mentored. By connecting with our web site we reach our volunteers and supporters all over the country easily and at little or no cost!”

Marcus MoranBig City Mountaineers

What is working? What isn’t?

What is working? What isn’t?

Website/Communication FeedbackWebsite/Communication Feedback

Website/Communication Feedback

Website/Communication Feedback

WHY?WHY?

• More NP’s Equal More CompetitionMore NP’s Equal More Competition

• Donors Expect MoreDonors Expect More

• Improved Donor Relationships = Improved Donor Relationships = Success!Success!

Website/Communication FeedbackWebsite/Communication Feedback

HOW?HOW?

Surveys are an easy email add-on Surveys are an easy email add-on

Surveys can be part of Web Site Surveys can be part of Web Site interactioninteraction

Everyone LOVES to give their opinion! Everyone LOVES to give their opinion!

Key is proper analysis of the results Key is proper analysis of the results

Fundraising is still based upon Relationships Fundraising is still based upon Relationships The Internet expands our opportunity for The Internet expands our opportunity for

Communications Communications Communications build strong RelationshipsCommunications build strong Relationships Technology is and will be part of any non profit Technology is and will be part of any non profit

organization, takes many shapes and allows you to organization, takes many shapes and allows you to level the “playing field” level the “playing field”

Your success can be increased because of Your success can be increased because of technology (more with less!)technology (more with less!)

Expand our fundraising by building stronger Expand our fundraising by building stronger relationshipsrelationships

Easy to test, try, fail, adapt, try again!Easy to test, try, fail, adapt, try again!

Conclusions/ApplicationConclusions/Application

Questions?Questions?

Thanks!

John ApplegateeTapestry

[email protected]

317.336.3914

Economy & Finance

You've Built A Website, Now Lets Build A Relationship