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Using Integrated Technology to Propel your Mission to the Next Level 12/4/13 Presents

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Day 2 of the How To Create Meaningful Constituent Relationships Webinar featured 2Dialog who expanded on Heller's strategy portion and followed up with tools your nonprofit could use to assist with constituent relationships.

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Page 1: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Using Integrated Technology to Propel your Mission to the Next Level

12/4/13

Presents

Page 2: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

The Connected Cause is a place for experts in the nonprofit

online space to share perspective, offer guidance and

promote best practices for using today’s technology

effectively. Our goal is to provide a comprehensive source of

collaborative thought leadership for the nonprofit industry.

TheConnectedCause.com

@TheConnectCause TheConnectedCause

Page 3: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Today’s Experts

Jenn Smith

Vice President, Digital Agency

For 17 years Heller Consulting has focused exclusively on building technical and strategic solutions for nonprofits to connect their systems,

team, and community.

TeamHeller.com

With 40 years nonprofit technology experience, the 2DIALOG solution

holistically supports the multichannel needs of nonprofit organizations to help

improve the fundraising experience.

2Dialog.com

Chris Goodman

SVP, Strategic Planning and Marketing

Page 4: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

DONOR ENGAGEMENT

• Email, microsite, landing/ donation page technology

• Accept, track transactions • Widget-based, no html code

DONOR MANAGEMENT

• CRM Power to Segment, Test and Track Online Performance

• Capture and act on donor behaviors • Organize interactive communication,

fundraising and marketing efforts

ANALYTICS

• Dashboard of actionable data on trends, habits and actions of your donors and supporters

• Inform strategic action

Exclusively Serving Nonprofits

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 5: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Pulse Check

• Yesterday: Is your strategy relationship-centered?

• Strategy should be planned across departments and channels; constituent relationships should be reinforced at each touch point

• Process: plan, test, evaluate, revise, repeat

• Today: Is your technology relationship-centered?

• Understanding donors -> relationship centric strategy

• Importance of CRM to accelerate this strategy

Online Engagement

Donor Mission

Page 6: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Economic (globalization)

Values Shifts (lonely, purpose,

significance)

Context

Technological Shifts

(commercial, banking, life)

Cultural Shifts (trust,

authenticity)

Lifestage

PAST FUTURE 20 YEARS

Page 7: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Pace of Innovation

7

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 8: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Evolving Donor Engagement

Page 9: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Data Silos

9

Page 10: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

One CRM: Complete View

10

Page 11: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

The Value

Improve Results

Better Insights

Faster Deployments

Reduce Costs

Page 12: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Using Technology to Your Advantage

Optimizing the Constituent Response Cycle

1. Engage

– Rise above the noise

– Multichannel engagement

2. Convert

– Donation

– Name acquisition

– Advocacy

3. Cultivate

– Analyze

– Optimize

Page 13: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

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 14: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Step 2: Convert

Top Reasons Donors GIVE

1. Convenience

2. They were asked

Top Reasons Donors DO NOT GIVE

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 15: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

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

Online Engagement

Donor Mission

Page 16: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Relationship-Centered Technology

• CRM

• eMail

• Website

• Social

• Mobile

• Payment

Gateways

• Peer-to-peer

• Advocacy

• Events

Page 17: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Examples

Dynamic Content

Automated Testing

Mobile Optimization

Page 18: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

1. Dynamic Content

$20 $30 $60

$30 $45 $90

$40 $60 $120 15+% Lift

Page 19: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

2. Automated Testing

A

B

10%

10% 80%

15+% Lift

Winner Determined By?

• Average Gift?

• Open Rate?

• Response Rate?

• Other?

Page 20: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Smartphone Owners Use it for eMail

Page 21: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Gmail Opens

66%

34%

Page 22: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

3. Mobile Optimized

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

15+% Lift

eMail Action Page Form

GIVE NOW

SUBMIT

Page 23: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Tips

Align: Goals

Priorities

Budgets

Understand: Technology

Fundraising

Donor

Integrate: Teams

Data

Systems

Grow: Systematic

Optimization

1 2 3 4

Page 24: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

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 25: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Case Study – “NOCC”

THE SOLUTION

NOCC create dynamic and impactful online donation pages that overcame their pain points: - Easy-to-use and completely

customizable

- Customized NOCC online donation forms were more convenient than previous forms

- They could accept and track online donations, determine where the gift came from and personalize future outreach based on the actionable data they were collecting—all in one place

Page 26: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

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

Page 27: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Conclusions

1. Invest wisely. Don’t buy technology for technology’s sake… it must advance your strategy and help you meet your goals

2. Is your strategy designed to help you meet your goals?

3. Is your technology designed to help you meet your goals?

Page 28: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Questions

Further Reading

• The Connected Cause has several whitepapers available that cover the topics of CRM and Software Solutions written by Heller Consulting and Idealware.org

Heller Consulting

Integrated Suites

For Nonprofits

Heller Consulting

The New World of Donor Management Apps for Nonprofits

Heller Consulting

Insights into CRM

for Nonprofits

Idealware.org

A Consumers Guide to Donor

Management Systems

Page 30: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

Thank you

Jenn Smith

Vice President, Digital Agency

312-856-1844 x339

[email protected]

Chris Goodman

SVP, Strategic Planning and Marketing

972-664-2394

[email protected]

Bryan Giese

Host & Heller’s Director of Marketing

510-841-4222 x331

[email protected]

Page 31: How To Create Meaningful Constituent Relationships Webinar featuring 2Dialog and Heller Consulting - Part 2 - Integrated Technology

TheConnectedCause.com

@TeamHeller

TeamHeller.com

@TheConnectCause TheConnectedCause

@2Dialog

2Dialog.com