drive your fundraising success webinar day 1
TRANSCRIPT
Drive Your Fundraising Success with Strategy, Smart Technology
and Better Data
Present
and
Welcome
Thank you for joining us today!
[Start poll via GTW (no slide)] – Is fundraising getting any easier for you?
• Yes, a little • Yes, definitely • No, not really • No, fundraising is getting more difficult for our organization
– Is your technology frustrating you? (you can select more than one answer) • I don’t know enough about technology to let it frustrate me • In some ways, yes • Technology has been very instrumental in our fundraising efforts • Our technology makes me crazy
– Are you drowning in data? • No • We don’t collect enough data to drown in • It can be overwhelming at times • Drowning is an understatement
– Do you face a jungle of social and media channels? [or omit? too many polls?] • We don’t have resources to invest in these things • This is an area of weakness for us • We’re just getting our feet wet in social and media outlets • We excel at social networking and leveraging media channels
Our Agenda
Part Two: Deep Dive into Practical Examples
1. Breaking down data silos without breaking up databases
2. Segmenting and micro-segmenting for better results
3. The hidden costs of bad data
Part One: Aligning Strategy, Technology & Data
1. Fundraising success architecture
2. It’s a multi-media world, does your technology support that?
3. Manage your messaging for relationship cultivation
Our Experts (shortened your title to fit on one line??)
Gary Carr President & CEO
TSL is a data services company helping nonprofits to re-think their data
management practices and solve data problems.
ThirdSectorLabs.com [email protected]
www.linkedin.com/in/gpfcarr
With 40 years nonprofit technology experience, 2DIALOG holistically supports
the multichannel needs of nonprofits t improve the fundraising experience.
2Dialog.com [email protected]
www.linkedin.com/in/chris-goodman
Chris Goodman SVP, Strategy & Marketing
DONOR ENGAGEMENT • Email, microsite, landing/
donation page technology • Accept, track transactions
• Widget-based, no html code
DONOR MANAGEMENT • CRM to Segment, Test and
Track Online Performance • Capture, act on donor
behaviors • Organize interactive
communication, fundraising and marketing efforts
ANALYTICS • Dashboard of actionable
data on trends, habits and actions of donors and supporters
• Inform strategic direction
Exclusively Serving Nonprofits
Built 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
LEVEL 1: ASSESSMENTS AND
CLEANING
LEVEL 2: DATA MANAGEMENT,
ENRICHMENT, MIGRATION
LEVEL 3: WAREHOUSING, MINING,
VISUALIZATION
Also Exclusively Serving Nonprofits
---- Data Services ---- Founded in 2013 by professionals with 20+ years of technology and data experience
with Fortune 500 companies, the federal government, and nonprofits Offices in Washington, DC and Seattle, WA metro areas
www.thirdsectorlabs.com
[Review Poll Results via GTW (no slide)]
Our Goal
• To provide actionable advice that will help you improve your fundraising results and…
• Use practical examples to illustrate how to align strategy, technology and data
How To Drive Your Fundraising Success
10
FUEL = DATA
CAR = TECHNOLOGY/ SYSTEMS
MAP = STRATEGY/ SUCCESS
Fundraising strategy – what’s it look like?
1. Relationship-oriented
2. Flexible
3. Cross-discipline 4. Actionable
We can’t forget that this all about our supporters and the relationships we have with
them!
Actionable means what?
Good strategies:
1) Engage with Email, TV, Direct Mail, Social Networks, etc
2) Convert using microsites, websites
3) Cultivate using data analysis and personalized outreach
But what is the market telling us to do?
• Based on a survey of leading blogs, posts, and consultant papers
• Google, Bing, Yahoo
• 172 recommendations
• 90%+ within the past 2 years
Most common fundraising mistakes and how to fix them
We want you moving in this direction
Let’s pause here
• We are not here to tell you what your fundraising strategy should be – that is up to you
• What’s important is to recognize the architecture or framework of a good strategy
• Engage, convert, cultivate
• So within this strategy framework, we can talk about alignment with technology and data
Enter the Picture: Technology
Technology is critical to execution of your strategy
• CRMs and donor databases
• Email distribution clients
• Multichannel marketing platforms
• Social media
• Data, analysis … learning
Where did this tech jungle come from?
And there’s more … Lots more …
So much technology, too much data
18
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
What to do?
1. Recognize the problem
– It’s a multi-media world
– We can’t change that
2. So take control of our piece of the world
3. Then act upon it
– Defragment
– Organize
– Integrate
– Iterate
Use Technology to Your Advantage
- Most NPOs use about 15% of the technology capabilities they have access to… if that describes you, you’re not alone
- However, highly successful NPOs use integrated solutions to support their multichannel campaigns
Data Silos
22
One CRM: Complete View
23
Case study example
tomorrow!
The Value
Improve Results
Better Insights
Faster Deployments
Reduce Costs
I’d like us to drill down on these value
points.
Do you have any metrics from your
customers?
Use Technology to Your Advantage
Optimizing the Constituent Response Cycle
1. Engage (Email, TV, mail, social)
– Rise above the noise
– Multichannel engagement
2. Convert (microsite, website)
– Donation
– Name acquisition
– Advocacy
3. Cultivate (analysis, personalization)
– 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 Online
1. Convenience
2. They were asked
Top Reasons Donors DO NOT GIVE Online
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
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? • Largest 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 Form Action Page
GIVE NOW
SUBMIT
Tips
Align: Goals
Priorities Budgets
Understand: Technology Fundraising
Donor
Integrate: Teams Data
Systems
Grow: Systematic
Optimization
1 2 3 4
A Word About Data
1. Is your data clean and rich enough to cultivate?
2. Do you know how your donors want to communicate?
3. Are you segmenting and micro-segmenting your messages?
4. Do you capture the right data and evaluate before returning to re-cultivate, re-engage?
5. Are you using service data and data visualization to tell a better story?
Engage
Convert
Cultivate
Case study example
tomorrow!
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, completely customizable
- Customized NOCC online donation forms were now more convenient
- They could accept and track online donations, determine where gifts came from and personalize future outreach based on actionable data being 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
Up 98%
Up 24%
Up 100%
Conclusions
1. Invest wisely. Don’t buy technology for technology’s sake… it must advance your strategy and help meet your goals
2. Is your strategy designed to help meet your goals?
3. Is your technology designed to help meet your goals?
4. Do you have a data management plan in place?
Step 2
Step 1
Step 3
Three-Step Donor Engagement Process
Let’s Get to the Questions
And remember …
• Please join us tomorrow for Part 2 where we will spend more time breaking down several case studies, examining their tech and data issues.
• Case studies include:
1. De-fragmenting donor data
2. Segmenting donor data for targeted marketing
3. The why’s and how’s of data cleaning
4. The hidden costs of data hoarding
Thank you! (shortened your title to fit on one line??)
Gary Carr President & CEO
Chris Goodman SVP, Strategy & Marketing
TSL is a data services company helping nonprofits to re-think their data
management practices and solve data problems.
ThirdSectorLabs.com [email protected]
www.linkedin.com/in/gpfcarr 571.242.2313
With 40 years nonprofit technology experience, 2DIALOG holistically supports
the multichannel needs of nonprofits t improve the fundraising experience.
2Dialog.com [email protected]
www.linkedin.com/in/chris-goodman 972-664-2394