drive your fundraising success webinar day 1

43
Drive Your Fundraising Success with Strategy, Smart Technology and Better Data Present and

Upload: brandon-fix

Post on 07-May-2015

44 views

Category:

Business


0 download

TRANSCRIPT

Page 1: Drive your fundraising success Webinar Day 1

Drive Your Fundraising Success with Strategy, Smart Technology

and Better Data

Present

and

Page 2: Drive your fundraising success Webinar Day 1

Welcome

Thank you for joining us today!

Page 3: Drive your fundraising success Webinar Day 1

[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

Page 4: Drive your fundraising success Webinar Day 1

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

Page 5: Drive your fundraising success Webinar Day 1

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

Page 6: Drive your fundraising success Webinar Day 1

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

Page 7: Drive your fundraising success Webinar Day 1

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

Page 8: Drive your fundraising success Webinar Day 1

[Review Poll Results via GTW (no slide)]

Page 9: Drive your fundraising success Webinar Day 1

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

Page 10: Drive your fundraising success Webinar Day 1

How To Drive Your Fundraising Success

10

FUEL = DATA

CAR = TECHNOLOGY/ SYSTEMS

MAP = STRATEGY/ SUCCESS

Page 11: Drive your fundraising success Webinar Day 1

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!

Page 12: Drive your fundraising success Webinar Day 1

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

Page 13: Drive your fundraising success Webinar Day 1

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

Page 14: Drive your fundraising success Webinar Day 1

We want you moving in this direction

Page 15: Drive your fundraising success Webinar Day 1

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

Page 16: Drive your fundraising success Webinar Day 1

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

Page 17: Drive your fundraising success Webinar Day 1

Where did this tech jungle come from?

And there’s more … Lots more …

Page 18: Drive your fundraising success Webinar Day 1

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

Page 19: Drive your fundraising success Webinar Day 1

Evolving Donor Engagement

Page 20: Drive your fundraising success Webinar Day 1

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

Page 21: Drive your fundraising success Webinar Day 1

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

Page 22: Drive your fundraising success Webinar Day 1

Data Silos

22

Page 23: Drive your fundraising success Webinar Day 1

One CRM: Complete View

23

Case study example

tomorrow!

Page 24: Drive your fundraising success Webinar Day 1

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?

Page 25: Drive your fundraising success Webinar Day 1

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

Page 26: Drive your fundraising success Webinar Day 1

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

Page 27: Drive your fundraising success Webinar Day 1

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

Page 28: Drive your fundraising success Webinar Day 1

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

Page 29: Drive your fundraising success Webinar Day 1

Relationship-Centered Technology

•  CRM

•  Email

•  Website

•  Social

•  Mobile

•  Payment Gateways

•  Peer-to-peer

•  Advocacy

•  Events

Page 30: Drive your fundraising success Webinar Day 1

Examples

Dynamic Content

Automated Testing

Mobile Optimization

Page 31: Drive your fundraising success Webinar Day 1

1. Dynamic Content

$20 $30 $60

$30 $45 $90

$40 $60 $120 15+% Lift

Page 32: Drive your fundraising success Webinar Day 1

2. Automated Testing

A

B

10%

10% 80%

15+% Lift

Winner Determined By… •  Average Gift? •  Largest Gift? •  Open Rate? •  Response Rate? •  Other?

Page 33: Drive your fundraising success Webinar Day 1

Smartphone Owners Use it for Email

Page 34: Drive your fundraising success Webinar Day 1

Gmail Opens

66%

34%

Page 35: Drive your fundraising success Webinar Day 1

3. Mobile Optimized

1 2 3 4 5 6 7 8 9 10 11 12

15+% Lift

Email Form Action Page

GIVE NOW

SUBMIT

Page 36: Drive your fundraising success Webinar Day 1

Tips

Align: Goals

Priorities Budgets

Understand: Technology Fundraising

Donor

Integrate: Teams Data

Systems

Grow: Systematic

Optimization

1 2 3 4

Page 37: Drive your fundraising success Webinar Day 1

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!

Page 38: Drive your fundraising success Webinar Day 1

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

Page 39: Drive your fundraising success Webinar Day 1

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

Page 40: Drive your fundraising success Webinar Day 1

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%

Page 41: Drive your fundraising success Webinar Day 1

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

Page 42: Drive your fundraising success Webinar Day 1

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

Page 43: Drive your fundraising success Webinar Day 1

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