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Embracing Technology & Social Media in the Nonprofit World
Mike Kierce
Team Leader – Education Market, eTapestry
4/8/10
What is our history?What is our history?• Founded by former execs of MSC
• First “Software as a Service” solution for nonprofits in 1999
• 6,000+ Nonprofit clients worldwide
• Became part of Blackbaud-August 2007
• Formed partnership with NSFA in 2009
AgendaAgenda
AgendaAgenda
AgendaAgenda
1. How has Giving Changed?
2. Optimizing your Website
3. Attracting Donors/Support through Social Media
4. Collecting Information on the Web
5. Making your Database Work for You
6. Communicating with New/Existing Donors
How is the Economy Affecting Giving?How is the Economy Affecting Giving?
How is the Economy Affecting Giving?How is the Economy Affecting Giving?• Donors plan to give less through direct mail, telemarketing, door-
to-door canvassing and MORE through online giving and in kind gifts instead of cash
• Overall Online Gifts have increased 26% in 2008 • Donors are tired• More competition for fewer dollars• Your services are needed more• Increase need for accountability • THE MORE PEOPLE DO WITH YOUR ORGANIZATION, THE LARGER
THEIR GIVING AND ENGAGEMENT!
5 Reasons to Focus on Technology:1. You need to move beyond business as usual; despite the economic climate2. You need to drive results3. You need greater efficiencies4. You need increased productivity5. You need greater reporting
The basic rules still apply…
• Fundraising is still about relationship building
Acquisition Cultivation
Today’s environment is a little different:
Acquisition Cultivation
So, what do you need to do to keep your supporters loyal?
• Prompt, personalized acknowledgement• Confirmation that gifts are being used as intended• Results on outcomes, prior to being asked again
Donor Database
Advanced E-maileCommerce
Website
Web Site OptimizationWeb Site Optimization 75% of donors will check your website before making a gift
whether it is Online/Offline
If Relationships are Built on Communications . . . Set yourself up for success!
A Few Key Changes can Make a Huge Difference
Your website = tool for engagement
Web Site Optimization:Before, After, and After!
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 SiteKeys to Building a Successful Web Site
Top Ten Traffic Sources
Analytics on the Go!
Google Grant/Sponsored Links—How to Google Grant/Sponsored Links—How to increase your web presence/visibilityincrease your web presence/visibility
They’re at your website, now what do they do?
1. Can they engage?
2.2. Can they add content? (Web 2.0)Can they add content? (Web 2.0)
3. Can they give or volunteer?
Your goal – to get something from them!
Interaction is Key
Interaction is Key
Keep it simple & Make Integration a Focus
Constituent Website
Gather InformationUse Email
DatabaseDatabase
Social Media
What is Social Media?What is Social Media?Social media is online content created by people using highly accessible and scalable
publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers.
Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.
Source: Wikipedia, 2009.
How can it work for you?“What’s in it for my organization?”
– Creating Awareness (More with less)– Viral Effect– Event Registration– Driving Website Traffic– Engaging Alumni– Encourage Interaction/Action
Food for Thought….Food for Thought…. Top 5 Most Visited
Websites in the United States:
– Facebook is #2 – YouTube is #4– Blogger.com #7– MySpace is #11– Twitter #12
Source: http://www.alexa.com/topsites/countries/US
YouTube!YouTube!• Evoke emotion• Videos can easily be posted on website or as a link
within an eBlast or eNewsletter• FREE service to increase your visibility
FACEBOOKFACEBOOK• What is Facebook??
– A Free, online social networking site that connects people through online communities• Facebook started out as a service for university students but now almost one
third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.
• Non profits can use Facebook to: – Connect– Brand– Share your story – Fundraise
FACEBOOK UsersFACEBOOK Users
Source: http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/
Where can I learn more?
• Beth’s Blog, Beth Kanter: http://beth.typepad.com/
• Social Media Examiner: http://www.socialmediaexaminer.com/
• Tech Soup, Technology for Nonprofits: www.techsoup.org
Flickr, Podcasts, Message Boards, Flickr, Podcasts, Message Boards, BlogsBlogs
• Flickr—Photo Sharing Application• Podcasts—Short recordings about a variety of different topics that
can be purchased, downloaded for free, or posted on a web page• Message Boards—A segment of a website that hosts an open
discussion amongst users• Blogs—A portion of a website (or a separate entity altogether like
Twitter) in which an author posts discussion topics or information to be shared with followers– Personal Blogs=Online ‘Diary’– Organizational blogs=Information sharing/News Updates
Podcasts
Blogs
The Power of Twitter
Social Networks: Hints for SuccessSocial Networks: Hints for Success
• Being present is not enough, engage• Be authentic, otherwise you will be exposed fast• Endorsements matter, think forwarded emails!• Measure Results • Have something to say, must be regular or it dies fast• Focus on driving traffic back to your website
Stephanie Miller, Email Insider, 2009
Collecting information on your website
Ecommerce / Online Giving
Personal Fundraising
Shopping Cart
Ecommerce & Online Giving
Important Functions of your Online Donation Page:
• Integrates directly into donor database• Requires no additional manual entry• Customizable• Allow for recurring gifts• Match the look & feel of your website
(security)
Ecommerce & Online Giving
• Volunteers• Events• Membership• Donor /
Alumni Log-in
Personal Fundraising
•Give your volunteers and members the opportunity to JOIN you in fundraising for the mission. •Capture the information of everyone who donates for future solicitation. •Does not have to be “event” related.
Personal Fundraising• Higher response rates• Higher average Gifts
Source: Kintera
Personal Fundraising
• Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors
• Report on Team Success, Individual Success, and overall Fundraiser Success
• Begin harvesting relationship with constituents that donate/participate for the first time.
Personal Fundraising
Personal Fundraising
Shopping Cart
•Items/Tickets
•Customizable
• Registration
Fulfillment
•Shipping/Tax
Where does the information go? • How do you track all of the information
you know about a donor? • Can you store their interests, historical
conversations, and all contact points in one location?
• Is your institutional memory protected?
• What are the benefits to combining all this information into one location?
Database
Constituent Relationship Management
Relationships•How would tracking relationships increase your fundraising success?
ReportingHow do this year’s donors compare to last year’s?
Database = Fundraising Tool
• Only works if used daily by all
• Must be consistent/accurate
• Powerful Memory Supplement
• Technology makes it easy
On the Road
•Does your organization have multiple offices? •Can you access your organizational data from anywhere? •How do you track notes from major gift visits or events?
What needs do your organization have for accessing your development database?
Communications
• People are connected 24/7
• How can we be expected to communicate with so many people?
• How can we personalize our message?
Why Has Email Become So Important?
• People are busy…they want to communicate/interact on their own time
• Email is inexpensive…• Email provides virtually instant access
to friends and supporters• Email is a great equalizer• Email is measurable• Today’s Supporter has shifted
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
• Advertise your newsletter/services/cause through a 3rd party list
Grow Your List Offline• Ask for email addresses at
every touch point
• Instruct staff to capture email addresses over phone when appropriate
• Include your website address on all printed materials
• Offer an incentive to register (contest, raffle) to collect emails
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
• Segmenting your list will lead 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 to be a Good Sender• In your messages, always include:
– The purpose; why you are sending it to the reader
– A clear way to unsubscribe. – Consider offering alternative ways to receive
emails, such as:• Receiving newsletters monthly vs. weekly• Change of address (home vs. business email)• Sign up via RSS
– Link to your homepage– Privacy policy– Physical/street address of your organization
• Don’t get caught in spamtraps
Designing for Mobile Devices
• 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• In addition to testing email browsers, test
messages in handheld devices
email (html)
What Now?
1. Take a look in the mirror
How do you stack up?
- Website (Interaction?)- Database Effectiveness (Tool for
Fundraising?)- E-mail/Communications- Social Media Presence
What Now?
2. Plan
Make it a priority
- Set Aside Time for Review- Add to Board Agenda- Seek Professional Assistance (Most companies will help you do this at
NO COST!)
What Now?
3. Continuous Evaluation
Must be Measurable
- Website Hits- Fundraising Dollars- Donor Retention Percentages- Communications
- Cost vs. Results- Social Media “Friends”
What Now?
4. Have Fun!!!
- Try New Things- Get Creative- Share your passion for your
mission!
What Now?
1. How do we stack up?
2. Written Plan
3. Continuous Evaluation of Tools/Technology
4. Have FUN
Resources• Getting Started with Facebook• Beth Kanter Blog – How Nonprofits Can Use Social Media• www.twitter.com • Blackbaud – Raising Money During Challenging Times• Getting Started with Google Analytics• www.socialmediaexaminer.com • www.techsoup.org
• eTapestry Home Page• Contact eTapestry for Guidance
Questions?
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