Cfp workshop e marketing ecommerc edatabase 2

eMarketing / eCommerce / eDonor Database

Connecting the dots to better Constituent Relationship Management

Your presenter:

Barry Weaver

Account Executive Faith Based Organizations & Foundations

Title | Page #2 © 2010 Blackbaud

Agenda:

Introduction· eTapestry, A Blackbaud Product and Company Overview· Your nonprofit

• How many are you tracking and how are you tracking them?

Building a strategic solution· Total CRM· Integration · Communication· Reports, Analysis and Strategy


5 Reasons You Need a Software Solution and a Technology Partner

1. You need to move beyond business as usual; despite the economic climate

2. You need to drive results

3. You need greater efficiencies

4. You need increased productivity

5. You need greater reporting


Building out your strategy with eTapestry:Acquisition

Cultivation


Donor Database

eCommerce Advanced Email

Website


Are your website and database integrated?

Integration directly into your database

Requires no additional manual entry

Customizable


Online Strategies

Websites· Brochure & Content Management Sites· Social Media

Online Giving & Engagement· Ways to Give· Recurring Gifts· Event Registration· Memberships· Volunteer Registration· Donor/Member Login· Ecommunication

Personal Fundraising· Friends asking Friends· ‘A – thons’· Sponsorships· Mission Trips· Special Projects

Cart· Selling Items· Registrations· Free Information· Gifts


A Quick Survey

What do you check first after lunch?How many have:a. Smart Phone b. Facebook/LinkIn/My Space account

c. Twitter account d. Your own blog or podcast

What % of your constituents?a. Are email active b. Are Social Media active c. Made a text or

on-line donation to Haiti

Does anyone on your board want YOU to harness the Web?



The Rules Still Apply

(It’s all about relationships…not technology)


Use All Your Tools Together

An Integrated Strategy

In Person Meetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site


A Quick Survey

What % of your names have email addresses

How many collect them on Web Site? Where?

How often do you communicate via mass email?

Do you have a written email strategy?


Copyright 2002 - Gilbert Research

http://research.gilbert.org/


Why Has Email Become So Important?

People are busy…they want to communicate/interact on their own time

Email is inexpensive…or at least it seems that way

Email provides virtually instant access to friends and supporters

Email is a great equalizer Email is measurable

http://images.google.com/imgres?imgurl=http://www.vuu.edu/images/email5.gif&imgrefurl=http://cgi.ebay.com.au/Artificial-Plants---Cacti---166cm_W0QQitemZ260226811827QQcmdZViewItem&h=350&w=315&sz=85&hl=en&start=2&um=1&tbnid=-z2A-JbUsqleuM:&tbnh=120&tbnw=108&prev=/images?q=email&um=1&hl=en&rlz=1T4GZAY_enUS270US270


Reads email before snail mail

More comfortable online

Busy, satisfies on their schedule

Expects information to be personalized

Expects immediate feedback

Demands information on progress

Wants a way to share with others

Today’s Supporter


o You must be relevant!

o You must be meaningful!

o You must be personal!

The Market is Noisy


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


Grow Your List Offline

Ask for email addresses at every touch point

Include your website address on all printed materials

Offer an incentive to collect


Now that I have permission…

Hook them early, and keep them engaged over time

Optimize the welcome message

Send personal 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

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 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

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 You should test landing page elements like you

would test email or direct mail


Example Landing Page


Designing for Mobile Devices (50%+)

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

(html)


Deliverability =

Open Rate =

Clickthrough Rate =

Unsubscribe Rate =

Conversion Rate = or

# Unsubscribes (Sent – Bounced)

# Unique Clicks(Sent – Bounced)

# Unique Opens(Sent – Bounced)

(# Sent – Bounced)# Sent

# Actions Completed (Sent – Bounced)

# Actions Completed Unique Responders (Clicks)

Source: Email Marketing by the NUM8ERS

The Metrics that Matter


Professional Email is Economical

5,000 emails $99 .02 25,000 emails $400 .016

50,000 emails $650 .013100,000 emails $1000 .01250,000 emails $2000 .008500,000 emails $2500 .005

Plus 3 - 20 times the success in delivery!





Use All Your Tools Together

An Integrated Strategy

In Person Meetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site


“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


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

1. Can they engage?

2. Can they add content?

3. Is there a reason to return?

Your goal – to get something from them!


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 Site



Email Strategy at Work!



Web Site, Before, After, and After!Web Site, Before, After, and After!


Websites

Content Management System (CMS) and Brochure websites

Your website is the first place a donor will go to get information on your organization and it takes less than a minute to gain or lose a possible donor


Do you have an online strategy?

Whatis happeningwhen?

Get involved

Social Media

Donateonline

Contactus

Upcoming events




Did you know?

Over 95% of Internet users will give a donation via the web this year

But…. Only 40% of nonprofit organizations offer an online donation page


Easy to find online giving is a must!


The donor will complete the online giving page


The gift is automatically processed and tracked through your database and the donor is notified and thanked for the successful transaction


The results

Convenience for the donor Gift is automatically deposited and put to use by the nonprofit Automatically recorded in your database Donor is acknowledge and thanked immediately which makes the donor more

likely to continue to give to your organization Clean accurate data/results




Honor & Memorial Gifts, Matching, Recurring Gifts..you name it.


Personal Fundraising





Team page and participant page views are editable


What’s New | Personal Fundraising “I think the personal fundraising page had a huge impact on our success.”

“We've received feedback that it was very donor friendly. Thanks a lot!”

Share to your Social Networking Sites!

eTapestry records the number of times a site was shared through these Share links on each socialnetworking site, as well as the number of times

individuals clicked on the shared link.


Quick to produce in times of emergency


Mission Trips


Individuals raising support





Are your communications integrated?

Integration directly in/out your database

Online & Offline Communications

Customizable

Cut down on mailing, administrative time & costs

Accessible from mobile phone, laptop, home computer

Measureable results


Online & Offline Communication – all in one








Email & Ecommunication

Advanced email solutions provide a fully integrated email tool that includes spam checking and scheduling


What does fully integrated mean to you?

Our detailed email delivery reports will provide everything you need to measure your results


What does fully integrated mean to you?


Add enewsletters, events, links to Social Networking Sites

eTapestry records the number of times a site was shared through these Share links on

each socialnetworking site, as well as the number of

times individuals clicked on the shared link.


The importance of reporting:


The importance of reporting:

Drill down capabilities


The importance of reporting• Multiple output options• Scheduled and delivered to yourself or anyone• Strategic & focused to help you build relationships and donor

loyalty


Improve donor retention


Benchmark your results

• Against your self or groups like you to measure progress, trends, areas to focus on


Since we know how important reporting is, we will guarantee you better recordkeeping abilities to track what is important to your nonprofit like:

Relationships

Events & Event Attendance

Email Communication

Communication Preferences

Family/Business Tracking

Planned Gifts

Volunteer Skills, Hours

Split gifts

Education, alumni information

Program tracking

Grant Tracking

Donor/Prospect Interactions

Occupation, Interests

Memorials,Tributes

Memberships

Future Cultivation Strategy

Matching Gifts/Soft Credits

Pledge Schedules

Recurring Gifts

Custom Fields for your unique needs


Modules

Each module below includes pre-determined list of User Defined Fields that we will insert into your database and we’ll auto-magically also create important Queries and Reports to complement those new fields.

Volunteer Management, Planned Giving, Grant Tracking & Membership Packages Include:· Pre-consultation questionnaire filled out to identify client’s current volunteer program &

process· Donor User Defined Fields· Journal User Defined Fields· Pre-built Queries & Reports· 1hr walk-thru with Consultant to review the module bundle (UDFs, Queries, Reports)· 30 minute data entry simulation· 1-2 page documentation(left with client)




Relationship Management:






Relationship Management | Contacts


Relationship Management | Outlook Integration








Relationship Management |Total picture of your constituents




Fundraising

Relationships

Membership

Events

Donor Cultivation

Moves Management

Advocacy

Web Strategy

Content Management

Email Marketing

Direct Mail

Online Transactions

Data Analytics

Project, Grant,

Endowment

TrueCRM

eTapestry can help you achieve

your fundraisings goals offering

you a tool for every

aspect of the

TrueCRM offering.


Questions?