open apis- what's happened, who's used it, and what's on the horizon on the future
DESCRIPTION
Open APIs were made widely available in the past several years. The real question however, is how have non-profit organizations been able to leverage Open APIs to further their mission and how successful have they really been? As a non-profit organization who is considering embracing Open API technology, it’s critical to understand how to measure its success and ROI. This session will review how using Open API technology can help you further your mission. API technology continues to evolve as non-profit organizations are pushing the limits of current functionality. What does the future hold for API technology and how can non-profit organizations continue to innovate and influence the next generation of open integration?TRANSCRIPT
What's happened, Who's used it, and What's on the horizon
on the future
Open APIs:Open APIs:
Kathy Kempff, Charity DynamicsShannon Bridges, American Cancer SocietySara Orrell, Arthritis FoundationSusan Neumann, National Trust for Historic Preservation
Session Code: 167
Who you Are?Who you Are?
o Nonprofit Staffo Development/Fundraisingo IT Staffo Web Master
o Vendorso Consultants
What’s your API Experience?What’s your API Experience?
o New to APIso Basic working knowledge of APIs o Knowledgeable & experienced using APIs
AGENDAAGENDA
o Understanding the benefits of using an integrated APIo Measuring the return on investment for using APIso How to sell an API project internally at your
organization? o APIs at play: How using APIs resulted in increased
revenue, engagement and brand awarenesso American Cancer Society case studyo Arthritis Foundation case studyo National Trust for Historic Preservation case study
o The future of APIs o Q&A
What are APIs?What are APIs?
o Application Programming Interface
o Wikipedia definition of an API:An API is an interface implemented by a software program to enable interaction with other software, similar to the way a user interface facilitates interaction between humans and computers.
Application A
Application A
Application B
Application B
API
Request data
Retrieve data
API Tech TalkAPI Tech Talko AN API is typically a defined set of
Hypertext Transfer Protocol (HTTP) request messages expressed in Extensible Markup Language (XML) or JavaScript Object Notation (JASON) format
o Communication style trendso Moving away from Simple Object Access
Protocol (SOAP)o Increasing popularity in Representational
State Transfer (REST)
Traditional Focus of APIsTraditional Focus of APIso APIs were initially targeted to solve the
data integration problemo Before APIs, data integrity was tackled by
one of the following ways:1. Manual data exchange
importing/exporting flat files
2. Custom software middleware solutions
3. Selecting a single software provider to meet all needs – although may not be the best at all functions
Benefits of APIsBenefits of APIso Extensibility
o Extends the outreach of nonprofits to web communities where constituents find themselves
o Flexibilityo Enables nonprofits to use best of breed versus
one size fits all approach
o Integrationo Ensure data integrity between different platforms
and avoids data silos
o Web communities have created an open architecture for sharing content and data between applications
o APIs are no longer a “nice to have” but a “requirement” in order for products to go mainstream
o Increased # of API solutionso Commercial products being more
accessible to nonprofits
How APIs have EvolvedHow APIs have Evolved
Find Constituents Where They AreFind Constituents Where They Are
FLICKR
Other Social Networks
YOUTUBE
PAYMENT SYSTEMS
MOBILE DEVICES
Increase EngagementIncrease Engagement
o Integrate constituent interactions with a creative engagement opportunity while capturing the data in your primary online database– Update constituent records
– Update transactions
o Allows for seamless integration into ongoing eMarketing programs– Welcome series– Segmented communications
EXAMPLE: Boundless FundraisingEXAMPLE: Boundless Fundraising
o Seamlessly connects peer to peer fundraising to Facebook
www.boundlessfundraising.com
o Auto-update status throughout the event
o Sourced over $15million for non-profits in last 12 months
EXAMPLE: EXAMPLE: Personalized VideoPersonalized Video
o Personalized video for event participants to send to their friends and family to ask for support
o Significant increase in participant asks through social media and email
o Fundraising success
http://makingstrides.acsevents.org
EXAMPLE: Smart Phone AppsEXAMPLE: Smart Phone Apps
EXAMPLE: Google MapsEXAMPLE: Google Maps
oAllows new visitors to place a flag on the map and sign up for more information
oHigh level of user engagement
o Integrates into ongoing member acquisition programs
http://www.preservationnation.org/take-action/this-place-matters/
EXAMPLE: FlickrEXAMPLE: Flickr
o Allows new visitors to share a photo and sign up for more information
o Used in slideshow, photo contest, and mosaic
o Integrates into ongoing member acquisition programs
http://www.preservationnation.org/take-action/this-place-matters/
EXAMPLEEXAMPLE: Amazon Payments: Amazon Payments
o Donation payment through Amazon
o Records donation in primary online database
http://support.nature.org/amazon
Measuring ROIMeasuring ROI
o Define the purpose of the API initiativeo How can the benefits of the project be measured?
o New constituent acquisition: Measurement - # constituentso Donorso Volunteerso Event participants o Advocates
o Fundraising: Measurement - dollars raised
o Brand awareness: Measurement – site hits
Measuring ROI continutedMeasuring ROI continuted
o What is the cost of not pursuing the API project?o Data silos: duplicate data issue, lack of data integrity
o Not extending your outreach and attracting new constituents, resulting in not achieving goals long term
Selling an API projectSelling an API project
o Define the true cost of the API projecto Initial project cost to launch
o Actual cost & opportunity cost
o Any maintenance required post launcho What if the API changes?o Scalability implicationso Hosting costs
o Define short and long term benefitso How can these benefits be measured
and reported
American Cancer SocietyAmerican Cancer SocietyCase StudyCase Study
Shannon Bridges Director, Relay For Life Online Events
About Relay for LifeAbout Relay for Lifeo Event program launched
in 1985
o Over 5,000 events
o Largest event program in the US
o Participants are asked to fundraise as part of their registration
o Low barrier to participate – only a $10 registration fee
Challenge & SolutionChallenge & Solution
• CHALLENGE:– How to reach new constituents and donors during an
economy downturn
– Avoiding rogue Facebook applications and fundraising tools
• SOLUTION:– Leverage APIs to integrate participant fundraising to
social networks
– Boundless fundraising for Facebook enabled both the recruitment of new participants and new donors
How it WorksHow it Works
1) Participants add Facebook application via event website/email
2) Participants get a profile badge with their fundraising progress and a link to both join them in the event or support them with a donation
3) APIs are used to update the badge and get updated fundraising statistics
How it WorksHow it Works
4) Stream stories are posted on behalf of participants spreading the word about their fundraising progress and a donation ask.
5) Facebook enables participants to fundraising year around rather than just during the event season
o Raised over $750k in first 8 months of 2009
o Over 71,000 boundless fundraising users
o Over 3,200 new event registrations
o Implemented for pilot group of 1,000 events
o Based on 2009 results – ROI was proven
and rolled out to all events for 2010
*Data includes donations to all RFL events taking place on or before August 31, 2009 and donations sourced directly through Boundless Fundraising
Relay For Life Results HighlightsRelay For Life Results Highlights
Cumulative Raised Over TimeCumulative Raised Over Time
o Of all online donations:– 74% of Donations sourced through Boundless Fundraising are made by
new donors.
– 60% of Donations not sourced through Boundless Fundraising are made by new donors
Bringing New DonorsBringing New Donors
o Opportunity: Grow donor house file by introducing new donors to the organization and increase awareness of the mission. – An average Facebook user has 130 friends; 50% of
whom are active*. If overall adoption rate of Boundless Fundraising grew to 20% of participants, a potential of up to 3 million additional Facebook impressions could result. (An adoption rate of 20% would add ~45k BF users who, on average, have 150 friends on Facebook; 50% of whom are active.)
*Facebook Press Room Statistics, October 2009
Stronger ParticipantsStronger ParticipantsParticipants using Boundless Fundraising are more productive
fundraisers, they also are more likely to reach their goals, attract more
donors and send more emails – therefore growing the overall donor
house file and communicating the RFL mission to peers.
ConclusionConclusion
o Extending participant fundraising to Facebook using APIs enabled us to– Attract new donors to the organization– Add an additional channel of fundraising and
recruitment – ie: not cannibalizing existing channels– Enable participants to fundraise year round
o Using unique source codes to track all the activities, we were able to definitively demonstrate theROI for investing in this solution
The Arthritis FoundationThe Arthritis FoundationCase StudyCase Study
Sara Orrell Associate Vice President, Cause
Development
Arthritis Foundation Arthritis Foundation
Arthritis Foundation Signature EventsArthritis Foundation Signature Events
• 127 Events across the country• Over 100,000 participants• 5K Run / Walk• Peer to peer fundraising Event• Registration fee • Additional fundraising encouraged• Held late
Nov - Dec
• 250 Events across the country
• Over 100,000 participants
• 5K Walk, 1 Mile Walk & Dog Walk
• Peer to peer fundraising Event
• Free to participate
• $100 fundraising goal to receive T-shirt
• Most events held in May (Arthritis Month)
Objectives and GoalsObjectives and Goals
o Increase participation and fundraisingo Enable participants to be as successful as
possible in fundraising on behalf of the Arthritis Foundation
o Encourage more participants to become fundraisers
o Use social media strategically and in response to participant interest
o Minimize any increase in work for event managers
Key to Peer to Peer Fundraising SuccessKey to Peer to Peer Fundraising Success
o Make fundraising easy and fun
o Increase the number of people participants request to give and join the event
o Increase number of asks from a participant to each prospective donor
RequirementsRequirements
o No additional database of participants or donors
o No additional donation processing
o Ability to analyze impact with other marketing programs
Boundless Fundraising FacebookBoundless Fundraising Facebook
o Extend participants reach to their Facebook network
o Easy add to connect Friends Asking Friends event to Facebook
o Automatically updated network with fundraising progress
Why Bother with Facebook?Why Bother with Facebook?
Sources:1. Facebook.com Statistics2. Nielsen/NetRatings Report March 20093. Washington Post, April 22, 2009
Boundless Fundraising for Facebook - RESULTSBoundless Fundraising for Facebook - RESULTS
Jingle Bell Runo Nearly 4,000 or 4% of participants downloading & using
the applicationo 442 new participant registrationso More than $76,000 was raised through Boundless
Fundraising (including $11,000 in registrations), & the average donation through the tool was $31.26
o On average, Boundless Fundraising users raised 96% more per person than general participants, and users were 14% more likely to achieve their fundraising goal
VMix Video ProjectVMix Video Project
o Integrated video into custom giving page
o Giving page contains direct links to participants giving page
VMix Video ResultsVMix Video Results
o Increased overall fundraising by 22%
o Increased overall participation by 15%
o Gave participants an easy way to reach out to family and friends
o Increased number of participantssend email
Boundless Fundraising Email BadgeBoundless Fundraising Email Badge
• Allow participants to ask for donations with every email they send
• Badge appears in email signature sent from Outlook, Gmail, etc.
National Trust for Historic Preservation National Trust for Historic Preservation Case StudyCase Study
Susan Neumann Director of Engagement, Membership
Department
PreservationNationPreservationNation
Who are the people in our neighborhood?Who are the people in our neighborhood?
o Professional affiliations Architects Builders City planners Realtors
o General public
Lay peopleLay people
Mystery PreservationistsMystery Preservationists
Those who don’t even KNOW they are preservationists
Added ComplexityAdded Complexity
ChallengeChallenge
o How to be flexible for these audiences, yet keep everyone in central database?
o How to make preservation accessible for different segments of the audience?
o How to open a channel to PN for different interests and roles?
Power of API’sPower of API’so Made engagement in
PreservationNation accessible and flexible for people regardless of their role in preservation.
o Flexible opportunities to “preserve”
o Demystifies “preservation”—as easy as click of the mouse!
This Place Matters—Phase 1This Place Matters—Phase 1o Effort to display and feature
places around the country
o Gather photos to demonstrate mission & offer engagement tool for constituents
o Initial target leader community—grew to include generalists
o Cumbersome loading and display functionality
This Place Matters—Phase 2This Place Matters—Phase 2
o Broader scope of photos & audiences
o Make it easier to participate
o Load photos & collect names/constituents
Customized Data CollectionCustomized Data Collectiono Custom forms using Convio
API tool.
o Custom data capture connected to eCRM database
o Lay groundwork for ongoing engagement using custom data
Photo slideshowPhoto slideshowo 500% increase in photo
submissions across country
o Broad diversity of photos
o More than 6,000 participants in campaign
Geographic & Topic Data Geographic & Topic Data CollectionCollection
Photo MosaicPhoto Mosaico Additional
marketing use of customized survey and data collection.
o Photos used in collective display
Photo ContestPhoto Contest
o Low threshold opportunity to capture individuals
o More than 6,000 voters
TPM 3.0TPM 3.0• Tool provided to regional and
community groups to make their own segmented slideshows.
Extending the reachExtending the reach
Using API functionality and
program messaging into new programs.
Values of API investmentValues of API investment
o Flexible applications connected through centralized database.
o House file build opportunities without data silos. o Broad funnel in; segmentation afterward for meaningful
targeting. o Provided meaningful constituent generated content.o Offered low threshold engagement for range of
constituents.o Provides foundation for additional programs
and marketing messages.
The Future of APIsThe Future of APIs
1. Platforms being more open with increased # of APIs
2. Explosion of new applications that use API integrations
3. Open source API integration plug-ins
4. Consortium for the development and convergence of API standards – leading to standardization
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