case kentucky presentation

eTapestry is a Blackbaud Company

Jay Love, ePMT

Co-Founder and CEO

Major Donors Evolve from Everywhere:

Internet Tools for Relationship Building

eTapestry is a Blackbaud Company

“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.

Photo credit: Sorin Brinzei

eTapestry is a Blackbaud Company

Know the Difference

How To Succeed OnlineHow To Succeed Online

eTapestry is a Blackbaud Company

Gen Y

(18-27)

Gen X

(28-41)

Young Boomers

(42-51)

Older Boomers

(52-62)

Seniors

(63+)

Reading Newspapers (not online)

1.2 1.7 2.8 3.6 5.1

Reading Magazines (not online)

1.7 2.0 2.1 2.4 3.1

Playing Video Games 4.3 2.0 1.1 1.1 1.1

Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8

Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3

Watching TV10.4 11.3 12.5 13.7 14.3

Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7

Average Hours Spent Per Week:Source: Forrester Research 2007

eTapestry is a Blackbaud Company

Key TakeawaysKey Takeaways

The Internet is not just for kids anymore

The Internet is used by the educated and engaged

The Internet is not just for downloading music and fantasy football

The Internet is used by your constituents…or

someone else's

eTapestry is a Blackbaud Company

The Rules Still Apply

(It’s all about relationships…not technology)

eTapestry is a Blackbaud Company

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?

eTapestry is a Blackbaud Company

Copyright 2002 - Gilbert Research

eTapestry is a Blackbaud Company

Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools

An Integrated Strategy

In In Person Person MeetingsMeetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site

eTapestry is a Blackbaud Company

The eMail Sophisticated Organization:

1.Collects email addresses on multiple pages of their web site?

2.Regularly sends out one or more newsletters via email

3.Can and does survey constituents

4.Can raise funds via email

eTapestry is a Blackbaud Company

10 Tactics for Avoiding Spam Filters

10 Tactics for Avoiding Spam Filters

1. Use a commercial email service (database tie in is best)

2. Don’t use bright or crazy fonts

3. Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!

4. Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc

5. Make sure your WYSIWYG creates CLEAN HTML code

6. Keep graphics to a safe level, equal amount of text or more

7. Spell words properly

8. Always use the same “From”

9. ALWAYS include an “opt out” option

10. Communicate regularly

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

Example Landing PageExample Landing Page

eTapestry is a Blackbaud Company

Nine Email Design & Usage Tips

Nine Email Design & Usage Tips

1. Keep truly important items above the fold

2. Use testimonials on all sign-up pages

3. Ask subscribers to add your from address to their address book

4. The subject line will determine more opens than any other factor

5. Do not use images for vital headlines, links or calls to action

6. Keep emails below 50KB when possible

7. Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions)

8. Design knowing some email systems will turn images off

9. Develop your own writing style that readers will learn to love

eTapestry is a Blackbaud Company

Professional Email is Economical

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!

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

10 Tips for a Successful Email Strategy

10 Tips for a Successful Email Strategy

1. Do not buy email addresses

2. Use chaperoning instead of buying

3. Everyone is collecting addresses w/each daily actions (get 2)

4. Test and Survey (let them know their opinion counts!)

5. Keep calls to action SIMPLE

6. Use multiple landing pages on your web site

7. Link to and from Blogs and Social Network sites

8. Offer sharing or “tell a friend”

9. ALWAYS include an “opt out” option

10. Communicate regularly

eTapestry is a Blackbaud Company

Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools

An Integrated Strategy

In In Person Person MeetingsMeetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site

eTapestry is a Blackbaud Company

“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

eTapestry is a Blackbaud Company

You’ve built a website…

…will they come?

eTapestry is a Blackbaud Company

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!

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

Video is EasyVideo is Easy

eTapestry is a Blackbaud Company

Keeping it simple

Prospect Website

Gather InformationUse Email

DatabaseDatabase

eTapestry is a Blackbaud Company

Question:

Should a Non Profit host it’s own web site?

eTapestry is a Blackbaud Company

Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools

An Integrated Strategy

In In Person Person MeetingsMeetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site

eTapestry is a Blackbaud Company

INTEGRATION is the KEY!

eTapestry is a Blackbaud Company

Be Like Martha or Oprah Be Like Martha or Oprah

Both are Masters of Multi-Channel Marketing!

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

Example Plan

Sept Oct Nov. Dec

E-Newsletter 9/15 10/15 11/15 12/15

Pre Telemarketing e-mail

9/20

TM campaign starts 10/1

Year end direct mail 11/20

Year End E-Mail hits 1 and 2

12/20 / 12/28

eTapestry is a Blackbaud Company

Start With A PlanStart With A Plan

What are the goals? How will we measure success? Do we need any new tools or assistance? Who is responsible for what?

eTapestry is a Blackbaud Company

The Message &

The Medium

The Message &

The Medium

Each medium has a style that works best Audiences are different Messages don’t need to be identical Shop others Test!

eTapestry is a Blackbaud Company

Integrate Online and Offline

Appeals

Integrate Online and Offline

Appeals

Mention Benefits & Ease Of Online Contributions

eTapestry is a Blackbaud Company

Use E-Mail & Direct Mail

Together

Use E-Mail & Direct Mail

Together

eTapestry is a Blackbaud Company

Email TelemarketingEmail Telemarketing

eTapestry is a Blackbaud Company

Personalized Fundraising PagesPeer Fundraising Online

Personalized Fundraising PagesPeer Fundraising Online

eTapestry is a Blackbaud Company

Results: Personalized Event Fundraising

Results: Personalized Event Fundraising

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

results in a donation Average online event gift is $59 which is a

50% increase over the average off-line gift Many volunteers reach their stated FR

Goal!

eTapestry is a Blackbaud Company

Build a CommunityBuild a Community

eTapestry is a Blackbaud Company

Build a CommunityBuild a Community

eTapestry is a Blackbaud Company

Build a CommunityBuild a Community

eTapestry is a Blackbaud Company

Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools

An Integrated Strategy

In In Person Person MeetingsMeetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

eTapestry is a Blackbaud Company

PodcastsPodcasts

eTapestry is a Blackbaud Company

EpilogueEpilogue

10 Technology Resolutions for 2008

Sarah Robbins

Director of Emerging Technologies

Mediasauce

eTapestry is a Blackbaud Company

1. Set up a Gmail Account1. Set up a Gmail Account

eTapestry is a Blackbaud Company

2. Post Pics to Flickr2. Post Pics to Flickr

eTapestry is a Blackbaud Company

3. Try a Microblog3. Try a Microblog

eTapestry is a Blackbaud Company

4. Create a Google Alert 4. Create a Google Alert

eTapestry is a Blackbaud Company

5. Set Up an RSS5. Set Up an RSS

eTapestry is a Blackbaud Company

6. Share a YouTube Video6. Share a YouTube Video

eTapestry is a Blackbaud Company

7. Really Use Your Cell Phone(Send a text or a video)

7. Really Use Your Cell Phone(Send a text or a video)

eTapestry is a Blackbaud Company

8. Join a Social Network8. Join a Social Network

eTapestry is a Blackbaud Company

9. Share PowerPoint Slides(Save a tree or two!)

9. Share PowerPoint Slides(Save a tree or two!)

eTapestry is a Blackbaud Company

10. Play a Video Game10. Play a Video Game

eTapestry is a Blackbaud Company

Thank you!Thank you!

Jay B. Love, ePMTCo-Founder and CEO

jay.love@etapestry.com