cla latest tools in fundraising technology 03102011 extended
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“The Latest Tools in fundraising and Donor Cultivation Technology”
Christian Leadership AlliancePhiladelphia, PAMarch 10, 2011
Adam JohnsAccount ExecutiveeTapestry SolutionBlackbaud, Inc.Greenfield, INadam.johns@blackbaud.com
The Social Media Revolution:
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
In general, nonprofits have two cornerstone development strategies:
Acquisition Cultivation
Today’s environment is a little different:
Acquisition Cultivation
Acquisition
Cultivation
Excel is not a CRM!
“Excel is a great tool to analyze quantitative information, but it did not enable me to manage relationships between the information I tracked
– it is ‘FLAT’” – Tal Frankfurt Cloud for Good
Link to Article
How many groups of nonprofits are there in the USA?
a. Email on your phoneb. Twitter
c. Facebook Accountd. LinkedIn Account
A Quick Survey:What is the first thing you checked at lunch?
http://www.givingusa.org/gusa/gusa_order.cfm
a. Email on their phoneb. Twitter
c. Facebook Accountd. LinkedIn Account
A Quick Survey:What % of your constituents use….?
http://www.givingusa.org/gusa/gusa_order.cfm
• Total estimated charitable giving dropped 3.6%
• Individual giving fell.4%• Foundation grant
making fell 8.9%• Corporate giving
increased 5.5% (mainly due to in-kind gifts)
Who’s Behind the Money?
Churches People
So, what do you need to do to keep your supporters loyal?
Prompt, personalized acknowledgementConfirmation that gifts are being used as intendedResults on outcomes, prior to being asked again
What about a quick survey to your constituents?
How do you prefer to be contacted?• Phone (mobile?)• Mail• Email• Text• Facebook• Blackberry Messenger
Thank you so much for your gift today John!
Glad to be a part of your mission!
The Rules Still Apply
It’s all about relationships…not technology
How can technology help acquire new supporters and
build relationships?
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?
Why Has Email Become So Important?
People are busy…they want to communicate/interact on their own timeEmail is inexpensive…or at least it seems that wayEmail provides virtually instant access to friends and supportersEmail is a great equalizerEmail is measurable
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
oYou must be relevant!
oYou must be meaningful!
oYou must be personal!
The Market is Noisy
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 Online
Ask for email addresses at every touch point
Include your website address on all printed materials
Offer an incentive to collect
Grow Your List Offline
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
Now that I have permission…
Mobile readers are more likely to scan your email rather than readingInclude compelling call to action in the first 15-25 characters of your subject lineAvoid “top heavy” images in the designUse “alt-tags” on imagesIn addition to testing email browsers, test messages in handheld devices
Designing for Mobile Devices (50%+) (html)
Professional Email is Economical5,000 emails $99 .02
25,000 emails $400 .01650,000 emails $650 .013100,000 emails $1000 .01250,000 emails $2000 .008500,000 emails $2500 .005
Plus 3 - 20 times the success in delivery!
Teens and Young Adults are the early adopters of technology.
Interesting findings from Pew Internet Research
Small Changes to your Website can make a HUGE DifferenceBefore/After/After
http://www.cacesl.org/
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!
Make it easy for your supporters to donate online.
The Results• Convenient for the donor• Gift is automatically deposited and put to use by the nonprofit • With integration, the gift is automatically recorded in your
database • Donor is acknowledged and thanked immediately which makes the
donor more likely to continue to give to your organization • Clean accurate data/results
eCommerce page to collect Prayer Requests
Do you have an Online/Social Media Strategy?
Do you have an Online/Social Media Strategy?
Media & PR
E-mail Campaigns
Social Networks
Integration with Direct Mail
Banner Ads on Homepage, Blog and eNewsletter
Google Adwords
YouTube!• Provides a strong avenue for your organization to broadcast
testimonials and describe how you are serving the community
• Allows you to attract more traffic to your website
• Videos can easily be posted on website or as a link within an eBlast or eNewsletter
• FREE service to increase your visibility
• Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents
Broadcast your Cause
1. Reach Out – “Call to Action”2. Partner up – promote other organizations3. Keep it Fresh – create series, people who subscribe
will be notified each time you post a new video4. Spread Your Message – pass links, imbed your links
on other social media sites5. Be Genuine – your videos don’t have to be perfect
Real Life Example….eNewsletter
Dec 11, 2008:Subject line: Urgent Appeal: Your gift to CRS is
vitally important!
Straight Appeal Static donation formRaised $112k
View the donation form
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
Dec 29:Subject line: Only 48 hours left to make a tax-deductible gift!
Added “hotspot” text
Added video message from our president (that plays right on the donation form)Added a strong pull-quoteRaised $112kWatch the video
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
Dec 31:Subject line: Final Deadline: Last
chance to make a tax-deductible gift
New “hotspot” textKept video message from
our presidentNew pull quoteRaised $119k
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
This was CRS’s most successful online fundraising campaign to date (non-emergency).
• Three e-mail messages in this campaign (based on a direct mail piece)
• Banner ads used on website• YouTube Video message from the president• Posts on social networking sites advertising campaign • Coordination with Google AdWords
When the campaign was finished, it raised $594k online. Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
The Results…
TWITTER—Stupid or Worth a Second Look?
What is Twitter?? Twitter is a service for friends, family, and co–workers to communicate and
stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?
Often times referred to as a “micro-blog” (140 characters or less) where entries are “TWEETS”
A service that is QUICKLY gaining momentum!But NTEN (the Nonprofit Technology Network) reminds us that Twitter isn’t the point. Relationships are the point. Relationships are always the point.
The most basic of fundraising secrets is that people give to people. Twitter is simply one more tool to help people connect with each other.
**Can your nonprofit afford to not explore all the tools available?** How easy is it to find a capable volunteer? Try Villanova University
Celebrity Tweet Auction on TwitChange
Users bid to get three things:
1. Be followed by their favorite celebrity
2. Retweeted3. Or mentioned by
them in a special tweet
Total Raised $531,640.25
Charitywater.org
• 1,307,758 followers on Twitter• Use twitter to keep
followers up to date and drive them to website• Photo of the day• Raised $250,000 in one
day with a “Twitterfest”
Multiple options for people to give.
Multiple options for people to give.
Takeaways from Twitter…• Don’t get overwhelmed—there is a lot of information to sift
through in the beginning as you learn how to use it effectively• Don’t be afraid to try it and start connecting with other like
organizations—You’ll be surprised how fast your followers grow• “Tweet” regularly—assign someone this responsibility each
week• Use Twitter to reach out to your constituents as a way to get
information in front of people—whether that be about your organization as a whole or to inform them of the need for support, or to celebrate how well things are going
“Peer-to-Peer”“Friends Asking Friends”
“Viral” Fundraising
Personal Fundraising Pages Main Page for TripThis Main Page is a consolidation page for the entire event or fundraising activity that includes all Team and Individual Pages and includes a real time status thermometer
Register allows patrons to register for the event and build their own Team or Individual web page
Find a Team or Participant allows patrons to find a team or participant they can donate directly to
Make a Donation allows patrons to make a general donation to the entire event that does not have to be linked to a participant or team
Email to Family & Friends
Link to Personal Page
Individual’s Page
This is an Individual’s Page that can be linked to a team or the general event and shows Top and Recent donations and includes a real time status thermometer
Sponsor Me allows the patron to contribute towards this individual’s fundraising goal
Email confirmation sent
Intern Support
Share to your Social
Networking Sites!
Quick to produce in times of emergency
Personal Fundraising results are typically pretty impressive. Take a look…
• 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!
eCommerce
Website
eNewsletter
Database
Constituent Home Page with summary information about the person from their account.
Relationships tab for connecting people to each other based on the types of relationship important for you to track.
Journal tab for managing gifts & pledges, notes, contacts and calendar items.
Some databases have the capability to establish auto payments from CC or bank account to a person’s pledge or recurring gift schedule.Missionaries, staff and leaders can enter notes and keep track of their contacts, email and phone conversations with their members.
Gift entry: connect each transaction to fund, campaign and approach – letter to be sent - process cash, check, CC or EFT, in-kind gifts – track gifts given in memory or honor of people
Reporting to Improve donor retention
What is next???
Facebook Messages(Facebook has over 500 million subscribers)
Facebook messages would channel “all e-mails, text messages and chats through a single point, Facebook Messages will offer users what
Mr. Zuckerberg called a “social in-box” that will prioritize messages from friends and close acquaintances, potentially saving time. And it
will make it easy for people to retrieve all the communications they’ve had with a person through various channels.”
“Mr. Zuckerberg says 350 million Facebook users already use its messaging service, exchanging more than four billion messages each
day.” New York Times Business Day Technology
Miguel HelftPublished: November 15, 2010
Resources…1. eNewletters & Consulting:http://www.forimpact.org/http://www.theagitator.net/http://www.raisersharpe.com/http://breakthrufundraising.com/
2. Technology for Nonprofit Organizationshttp://home.techsoup.orghttp://www.beracha.org
3. Using Social Mediahttp://beth.typepad.com/http://www.charitywater.org/http://ahomeinhaiti.org/
4. Nonprofit Giving & Technology Researchhttp://www.blackbaud.com/company/resources/industryanalysis/analysis.aspxhttp://www.givingusa.org/gusa/gusa_order.cfmhttp://www.pewinternet.org/
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