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Day 2 of the How To Create Meaningful Constituent Relationships Webinar featured 2Dialog who expanded on Heller's strategy portion and followed up with tools your nonprofit could use to assist with constituent relationships.
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Using Integrated Technology to Propel your Mission to the Next Level
12/4/13
Presents
The Connected Cause is a place for experts in the nonprofit
online space to share perspective, offer guidance and
promote best practices for using today’s technology
effectively. Our goal is to provide a comprehensive source of
collaborative thought leadership for the nonprofit industry.
TheConnectedCause.com
@TheConnectCause TheConnectedCause
Today’s Experts
Jenn Smith
Vice President, Digital Agency
For 17 years Heller Consulting has focused exclusively on building technical and strategic solutions for nonprofits to connect their systems,
team, and community.
TeamHeller.com
With 40 years nonprofit technology experience, the 2DIALOG solution
holistically supports the multichannel needs of nonprofit organizations to help
improve the fundraising experience.
2Dialog.com
Chris Goodman
SVP, Strategic Planning and Marketing
DONOR ENGAGEMENT
• Email, microsite, landing/ donation page technology
• Accept, track transactions • Widget-based, no html code
DONOR MANAGEMENT
• CRM Power to Segment, Test and Track Online Performance
• Capture and act on donor behaviors • Organize interactive communication,
fundraising and marketing efforts
ANALYTICS
• Dashboard of actionable data on trends, habits and actions of your donors and supporters
• Inform strategic action
Exclusively Serving Nonprofits
By Direct Response – For Direct Response
200+ Clients | 43 Global Partners
15+ Integrations with World Class Technology Solutions, including Salesforce.com
Offices in Dallas, Denver, New York, South Africa
www.2dialog.com
Pulse Check
• Yesterday: Is your strategy relationship-centered?
• Strategy should be planned across departments and channels; constituent relationships should be reinforced at each touch point
• Process: plan, test, evaluate, revise, repeat
• Today: Is your technology relationship-centered?
• Understanding donors -> relationship centric strategy
• Importance of CRM to accelerate this strategy
Online Engagement
Donor Mission
Economic (globalization)
Values Shifts (lonely, purpose,
significance)
Context
Technological Shifts
(commercial, banking, life)
Cultural Shifts (trust,
authenticity)
Lifestage
PAST FUTURE 20 YEARS
Pace of Innovation
7
DIRECT MAIL – 1950s
1681 – William Penn introduces direct mail to America; nonprofits adopt in 1950s
TELEMARKETING – 1960s 1963 – DialAmerica (then Life Circulation Co.) begins telemarketing for nonprofits
INTERNET & EMAIL – 1990s 1994 – WWW commercialization begins: 10,000 websites
1996 – Microsoft enters the Internet age, battle with Netscape begins,
1997 – Microsoft Office 97 introduces Outlook97, joining Internet Explorer
SOCIAL NETWORKING & MOBILE – 2000s 2005 – YouTube launches
2006 – Facebook opens to anyone over 13
2006 – Twitter launches
2007 – Apple iPhone revolutionizes mobile communication
2011 – Pinterest opens to general public
2011 – Instagram opens to general public
Evolving Donor Engagement
Data Silos
9
One CRM: Complete View
10
The Value
Improve Results
Better Insights
Faster Deployments
Reduce Costs
Using Technology to Your Advantage
Optimizing the Constituent Response Cycle
1. Engage
– Rise above the noise
– Multichannel engagement
2. Convert
– Donation
– Name acquisition
– Advocacy
3. Cultivate
– Analyze
– Optimize
Step 1: Engage
• Multichannel
– Dual donors are most valuable to your organization
• Online presence/communication
– Website is easy-to-navigate, authentically reflects the personality and character of your mission
– Dynamic, Interactive, Engaging.
– Email still #1 way to stimulate online giving
– As many as 50% of donors receiving offline communications go online to make a gift
Integrated Technology Focus:
Integrated Data (CRM) – Accuracy Deployment Accuracy/Efficiency & Deliverability
Step 2: Convert
Top Reasons Donors GIVE
1. Convenience
2. They were asked
Top Reasons Donors DO NOT GIVE
1. Too hard to find
2. Too many steps to make an online donation
Integrated Technology Focus: Improve Usability/Experience For Constituent
Multichannel and Integrated Improve Ease-of-Use For Your Team
Step 3: Cultivate (and Retain!)
• Relationship-centric plan
• Have a growth strategy
• Put donors into a stream
• Acknowledge them
• Continuous relationship cycle
Integrated Technology Focus:
Deep, Rich Insights (Advanced Analytics) Segmentation, Affinity, Messaging
Online Engagement
Donor Mission
Relationship-Centered Technology
• CRM
• Website
• Social
• Mobile
• Payment
Gateways
• Peer-to-peer
• Advocacy
• Events
Examples
Dynamic Content
Automated Testing
Mobile Optimization
1. Dynamic Content
$20 $30 $60
$30 $45 $90
$40 $60 $120 15+% Lift
2. Automated Testing
A
B
10%
10% 80%
15+% Lift
Winner Determined By?
• Average Gift?
• Open Rate?
• Response Rate?
• Other?
Smartphone Owners Use it for eMail
Gmail Opens
66%
34%
3. Mobile Optimized
1 2 3 4 5 6 7 8 9 10 11 12
15+% Lift
eMail Action Page Form
GIVE NOW
SUBMIT
Tips
Align: Goals
Priorities
Budgets
Understand: Technology
Fundraising
Donor
Integrate: Teams
Data
Systems
Grow: Systematic
Optimization
1 2 3 4
Case Study – “NOCC”
THE CHALLENGE
• Online presence was lacking
• Constrained by an inflexible system that made changing and updating online donation forms challenging and time-consuming
• The cumbersome process was hindering their online fundraising efforts and essentially holding them back during key campaigns, most notably their year-end appeals
Case Study – “NOCC”
THE SOLUTION
NOCC create dynamic and impactful online donation pages that overcame their pain points: - Easy-to-use and completely
customizable
- Customized NOCC online donation forms were more convenient than previous forms
- They could accept and track online donations, determine where the gift came from and personalize future outreach based on the actionable data they were collecting—all in one place
Case Study – “NOCC”
THE RESULTS
NOCC now has the ability to act on their creative ideas. They can quickly and easily create customized donation pages “on the fly” to accommodate campaigns, events, fundraising appeals, and all multichannel outreach.
End of Year Giving
Email File Growth
Ease, Speed
Conclusions
1. Invest wisely. Don’t buy technology for technology’s sake… it must advance your strategy and help you meet your goals
2. Is your strategy designed to help you meet your goals?
3. Is your technology designed to help you meet your goals?
Questions
Further Reading
• The Connected Cause has several whitepapers available that cover the topics of CRM and Software Solutions written by Heller Consulting and Idealware.org
Heller Consulting
Integrated Suites
For Nonprofits
Heller Consulting
The New World of Donor Management Apps for Nonprofits
Heller Consulting
Insights into CRM
for Nonprofits
Idealware.org
A Consumers Guide to Donor
Management Systems
Questions
Further Reading
KerstenDirect “The Future of
Mobile is Already Here”
KerstenDirect
“Conversion Rate Optimization”
The Fundraising Effectiveness Project
“Fundraising Effectiveness
Survey”
Thank you
Jenn Smith
Vice President, Digital Agency
312-856-1844 x339
Chris Goodman
SVP, Strategic Planning and Marketing
972-664-2394
Bryan Giese
Host & Heller’s Director of Marketing
510-841-4222 x331
TheConnectedCause.com
@TeamHeller
TeamHeller.com
@TheConnectCause TheConnectedCause
@2Dialog
2Dialog.com