post-turning point 2010 - q&a

8/9/2019 Post-Turning Point 2010 - Q&A

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Post-Turning Point 2010

Questions & Answers


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Session 1 | 5 Tools or Success: How to Turbo-Charge Your PledgeBased Fundraising Events9:15 - 10:00AM

Q. How do you nd, identiy, and recruit the right team captains to lead the way? They seem

undamental to the success o any peer to peer event.

A. This is a really great question. The answer is three-old:

1. Make sure you have a welcome strategy in place or all registrants. This is more than the automated reply

when you register or the event. There should be a series o emails (and a phone call) in place to welcome

and thank your undraisers. Through this welcome you can include survey questions to nd out your

team captains preerred level o involvement based on passion, network reach, and time dedication.

2. You can also add or track certain indicators o success to know which team captains to nurture through

the process. Do they increase the deault undraising goal? How many members do they expect on theirteam? How many emails have they sent out on your behal?

3. I you have repeat team members/captains, ask them to help mentor new ones. Are they willing to be

part o your communication strategy to team captains by documenting their successes and tips? Also, pay

close attention to their eedback on making the tool and event better. This advice is priceless, and will

keep them coming back year over year.

Q. Were you able to use the content or the sit reps in uture or or other communication and

undraising strategies?

A. It was really the other way around. We culled the content or our campaign narrative rom a real-lie emer-

gency response earlier in the year (meningitis outbreak), and also rom some o our standard mail pieces

about emergency preparedness and epidemics. We chose not to use this topic outside o our campaign com-

munications, mostly because the narrative, though heavily based on actual events, was a ctional scenario

and we didnt want any conusion that we were discussing the details o a real emergency response.

However, one o our main goals or the Be There 1st campaign was to educate donors and the public about

our medical emergency response and how the availability o unds makes it possible or us to act independ-

ently and immediately when a crisis occurs. New donors acquired through the campaign were sent an email

series highlighting the scope o our work with the hope o cultivating them to become loyal donors to the

organizationa communication strategy that is proving helpul with new donors acquired during the Haiti

earthquake response in January o this year.


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Q. By people reading situation report, do you mean only the undraisers? Were the donors

also sent updates, or were the undraisers the only ones in on the response team?

A. In the rst iteration o Be There 1st, only registered participants (undraisers) received access to the situa-

tion reports and eld blogs. Our thinking was that this was an incentive or added benet to participation.

In hindsight, we believe that opening up these communications to a wider audience (or at least a sample)

would have better served our acquisition goals.

Q. Most o these organizations have already etched a place in the social network. Can this

type o undraising model work or something new?

A. Absolutely! Doctors Without Borders, whilst a very recognizable brand, had never used personal page

undraising tools beore and experienced tremendous success. An event, or virtual event, can serve to

re-engage your existing base AND stimulate new people to your cause. Make sure you pick an event that

ts your mission and communicates your narrative. Make it dierent rom what is out there, but retain what

works team competition, drama, physical activity (i a real event)!

Q. What are the key sticking points in most tools?

A. Youd be surprised. There are essentially the same sticking points or stumbling blocks on all personal page

undraising tech tools. These may be ameliorated in the uture, as younger, and more tech savvy users par-

ticipate. But, or the time being, these remain the problem areas:

Uploading a photo or video to the personal/team page

Importing the address book

Sending an email to potential donors

Make sure you have robust FAQs that address each o these in detail, have an email address o a real person

that can help on each page o your tool (or live chat!), AND call your participants to make sure they are com-

ortable with the technology.

Q. As a result o this initiative did you identiy new major git donor prospects? Do you have astrategy or moving the relationship along and securing major or planned gits?

A. The Doctors Without Borders Be There 1st campaign, though ultimately serving as a moderately success-

ul acquisition tool, did not seem to attract higher dollar donors (with a ew notable exceptions). However, it

would be air to say that this was by design. We chose to make Be There 1st a grass-roots campaign through

which many people o all giving levels could participate and undraise. I think its air to say that an organiza-

tion could certainly use an online undraising campaign to cultivate and acquire major donors, especially i

you are already holding an annual gala or other event that is geared toward this constituency.


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Q. Do you think that one reason the personal undraising in our event isnt getting enough

participants is because they cant gure out how to create their page?

A. Every event/campaign will experience inactivity. Id say around 30% o your registrants will remain inac-

tive. I like to think o it as an example o the ol undraising mantra It is easier to keep a donor, than to get a

new one. So, ocus your eorts on making sure that your existing registrants eel condent using the online

tools and, yes, simply customizing the personal page and importing the address book could indeed be the

problem. This is nothing that a phone call or FAQ section couldnt help to x!

Q. Did you have any stats on the attrition rates or virtual events (HJC trends)?

A. Another good question, and Im araid I dont have a straight answer. On average, about 75% o your ac-

tive undraisers will not return the next year. I say that with a strong warning: it highly depends on the ease

o the tool, satisaction with the event experience, and ability to lock undraisers in or the ollowing year

and end the current. Look at your own attrition rate as a benchmark and see i you can help curb the trend by

implementing a welcome strategy and a commitment to the customer service model.

Conversation:

Erik HJC: We will be answering questions rom the chat in the last ew minutes o this session. We will also be

sending out answers to many o the questions that we cant get to and links to the presentations so be sure to

register www.hjcnewmedia.com/turningpoint.

We will be making the recorded presentations available on our website once we have had a chance to cut and

edit them into bite size morsels.

John Craig: I am in Arlington, Virginia (minutes rom Wash DC). This is a very interesting session. I hope I can

stay tuned the whole time. My proessional work involves delivering health-care education and patient sup-

port through new media, including Internet radio. I want to explore using Net radio as a communications tool

that could empower undraising initiatives.

Erik HJC: John: Ted Hart runs a great net radio show that you may want to check out:http://www.blogtalkradio.com/nonprotcoach

LISNS: Is there some sort o sotware or apps that allow organizations to create these types o events?

Hala : Im really interested in guring out how to nd and identiy and recruit the right team captains to lead

the way. They seem undamental to the success o any peer to peer.

Maria Montanaro: Im also wondering about sotware that would be used to make this kind o event a success

Erik HJC: Maureen Mc: Yes the recordings presentation, slides and answers to questions will be made available

via an email link in the next ew days. be sure to register @ http://www.hjcnewmedia.com/turningpoint/
http://www.hjcnewmedia.com/turningpointhttp://www.hjcnewmedia.com/turningpointhttp://www.blogtalkradio.com/nonprofitcoachhttp://www.blogtalkradio.com/nonprofitcoachhttp://www.hjcnewmedia.com/turningpoint/http://www.hjcnewmedia.com/turningpoint/http://www.hjcnewmedia.com/turningpoint/http://www.blogtalkradio.com/nonprofitcoachhttp://www.hjcnewmedia.com/turningpoint


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Alicia: We have just started using personal undraising, but tried doing it without a direct ask.

www.roarprograms.org/ ...Our thinking was that we would launch this sotly and ollow up with a monetary

campaign later. However, we are having trouble even getting people to sign up or the contest. Weve sent a

number o emails and posted it on the home page, as well as tried a Google ad. Any more advise or getting

more involvement?

Erik HJC: LISNS/Maria there are many out o the box sotware solutions or events like this. You may want to

look at paid solutions like Artez, AKA Raisin, Convio, Blackbaud, and many others. You can also check out

some o the many ree solutions like rstgiving and CanadaHelps

John Craig: Erik -- Thanks. Ill check out Ted Harts show. I also use BlogTalkRadio.com. Sounds good. I have

been talking to Bob Filner, Chairman o the House Veterans Aairs Committee, about using Net radio to serve

US veterans returned rom Iraq/Aghanistan. Id like to use it to und-raise or their veterans organizations also.

Andrea Grimm: Were you able to use the content or the site reps in uture or other communication and und-

raising strategies?

Erik HJC: John: that sounds like a great idea. Id love to hear how that goes or you.

LISNS: Thanks Erik!

Maria Montanaro: Thanks Erik... Going to check some o those ree sites out to see what they have to oer

Hala: By people reading situation report, do you mean only the undraisers? Were the donors also sent up-

dates, or were the undraisers only in on the response team?

Erik HJC: Hala: only undraisers were sent the SitReps. They operated as an internal storyline to the whole

campaign

LISNS: Me too.... and I dont mind Paying too.

Alicia: LISNS: We use Convio and like the tools and support very much.

LISNS: ooo ... this is great ino, Alicia. Thanks!

Andrew Bales: Amnesty International (Canada) has been using peer-to-peer undraising or our Human Rights

Day event or 6 years - having difculty breaking through a $20,000 ceiling: http://amnesty.akaraisin.com/

Common/Event/Home.aspx?seid=2738&mid=8 and www.writeathon.ca Send Hala & I your ideas!

Hala: Andrew: we should talk about Alexs mission
http://amnesty.akaraisin.com/Common/Event/Home.aspx?seid=2738&mid=8http://amnesty.akaraisin.com/Common/Event/Home.aspx?seid=2738&mid=8http://amnesty.akaraisin.com/Common/Event/Home.aspx?seid=2738&mid=8http://amnesty.akaraisin.com/Common/Event/Home.aspx?seid=2738&mid=8http://amnesty.akaraisin.com/Common/Event/Home.aspx?seid=2738&mid=8http://amnesty.akaraisin.com/Common/Event/Home.aspx?seid=2738&mid=8http://amnesty.akaraisin.com/Common/Event/Home.aspx?seid=2738&mid=8


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Erik HJC: Meghan: We have worked extensively with UNXVision or some o our clients. Feel ree to get in

touch i you have any questions

John Craig: Erik -- Id love to keep you in touch with this and would value your insights anytime. I have some

but not much experience with undraising, but I do eel Net radio could be careully ocused or use in und-

raising endeavours, with some thoughtul brainstorming with experienced people like all o you at HJC. Im

not sure how I got on your mailing list, but when I saw the email or these sessions, I denitely wanted to tune

in. Im at [email protected]. Ill try to get time to read much more about HJC on your web site.

Maria Montanaro: We are in the process o starting a much needed help line. Most o these organisations have

already etched a place in the social network. Can this type o undraising model work or something new?

Alicia: What are the key sticking points in most tools?

Erik HJC: John: I will send you an email later today to connect.

John Craig: Erik -- Thanks. That would be great.

Erik HJC: Maria: Every campaign has to start somewhere. Your unique situation will really dictate the success

o your rst campaign. You may want to ocus on growing your presence/supporters online beore launching

something like this

Andrea Grimm: Andrea G: As a result o this initiative did you identiy new major git donor prospects? Do you

have a strategy or moving the relationship along and securing major or planned gits?

Erik HJC: Alicia: Each tool has its sticking points. Let the 90/10 rule guide you. 10% investment in technology

90% investment in the people who use them. Spend more $ training a sta member on the tool than outright

$ on the tool itsel

Maria Montanaro: That makes lots o sense Erik and we are slowly doing that in an attempt to become a little

more visible. Thank you so much or you insight, and can certainly use the knowledge imparted in this pres-

entation

Alicia: Erik HJC: So, one reason our event using personal undraiser isnt getting enough participants could be

they cant gure out how to create their page?

Andrea Grimm: Andrea G: As a result o this initiative did you identiy new major git donor prospects? Do you

have a strategy or moving the relationship along and securing major or planned gits?

Andrea Grimm: Did you have any stats on the attrition rates or virtual events (HJC trends)


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Session 2 | Interactive Marketing & Online Advertising or the Non-Prot Industry: An Introduction To What You Need To Know Now10:00 - 10:45

Q. Is click-raud a concern during those types o campaigns (Google SEM)?

A. Google is very active in the ght against click-raud. Keeping an eye on your campaign and monitoringtime on site, and clicks/day. I you are having concerns you can approach Google. They are very stringent in

the ght against click-raud.

Q. How oten can you change your keywords/ads etc within Google?

A. Your campaign can be optimized daily. We (at HJC) monitor daily and make changes once a week or so.

We had bought keywords around the Olympics or a client who had a spokesperson in the games. We opti-

mized our campaign so to capitalize on the athlete and spokespersons race schedule. This happened daily.

Q. Can you explain the basics - does your key word purchase enable you to come up early

on a search?

A. Google Adwords is essentially an auction. The more you bid on a keyword the better your placement can

be. This is in relation however to the relevance o your ads to you landing page and your keywords. All must

work together. You set a max bid and you pay the market dictated price (based on supply/demand). This may

not be your max bid, it could be well below.

Q. I investigated Yellowpages last year, since theyre a big player in local search. Their ad

model wasnt yet in place or charities. Have you heard i theyre now a viable alternative toGoogle and Facebook?

A. Currently, HJC is not using Yellowpages within our marketing mix. The market share that belongs to Goog-

le, Facebook, and Twitter allows us to get a great share o voice via cost eective tools. Thats not to say that

we will not be ollowing Yellowpages, and other resources, as they work to service our industry.

Q. Can you explain what an opt-in service is?

A. Opt-in reers to a process which a person will take to give permission (accept the option to) receive inor-mation, communication, etc. We only use cold lists that have opted in to receive communication rom ap-

proved partners. From Wikipedia, Opt in e-mail is a term used when someone is given the option to receive

bulk e-mail, that is, e-mail that is sent to many people at the same time. Typically, this is some sort o mailing

list, newsletter, or advertising. Obtaining permission beore sending e-mail is critical because without it, the

e-mail is Unsolicited Bulk Email, better known as spam. http://en.wikipedia.org/wiki/Opt_in_e-mail
http://en.wikipedia.org/wiki/Opt_in_e-mailhttp://en.wikipedia.org/wiki/Opt_in_e-mail


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Q. What were the results o the banner campaigns, specically the Style At Home?

A. When the Greenpeace campaign ran, in 2007, we had limited tracking tools available to us. This campaign

overall however delivered an industry standard 0.20% click thru rate (CTR) and urther to that, introduced this

organization to a great t demographic in an easy to understand and seasonal campaign. We tend to have

at least a 0.20% CTR and using Google Analytics we are more able to attribute conversions to specic place-

ments. That said, attribution is a very touchy tool. For example, a banner ad ran this holiday on a site which

lead (we thought) to poor results raised a lot o money. Our clients in bound call manager told us that they

received a onetime $500 donation as a result o that ad. Be careul with attribution. Collect cross channel

data.

Q. Any concern about banner blindness, I understand banners have had reduced value in thelast 3 years.

A. There is always warranted concern about poorly placed banners. At HJC we test and run the best possible

creative. In addition, we select placements based on the ideal demographic to keep this orm o advertising

clean and eective. We optimize our display campaigns as well to move placements based on results. Lastly,CPC and CPA works in our avour, in that we pay per click so must rely on the vendor to work or us to produce

the best possible scenario or our banners.

Q. Im a little bit o a social media phobe, but Im now convinced that its imperative in expos-

ing who and what we are. Im getting that Facebook can play a huge role in creating some othat exposure. Would this be a good start?

A. I hope that you had a chance to listen to our Social Media presentation which answered this in detail. We

at HJC rely on Facebook and Twitter or communications, conversation and branding on behal o our clientsand or ourselves. We highly recommend getting your eet wet in these two spaces.

Q. Do 3rd party emails do well or undraising too? Weve tried a ew and havent had a lot o

luck.

A. We have used 3rd party or undraising in a ew cases; however, undraising is oten a secondary ask. In-

stances where 3rd party (list rental) can work or undraising include holiday, year-end (taxes) and major an-

nual campaigns. We work to include donation options within copy/creative or our emails to give the reader

choice. Alternatively, we oer sign-up language as a soter ask and work towards donations once the user is

on our house list.

Q. What are the pros and cons o Facebook groups vs. an pages? Is there a dierence?

A. The main dierence between a Group and a Fan Page is that anything posted to your Fan Page gets

pushed to your ans News Feeds, while updated Group page content does not. Someone who joins a group

will need to re-visit the Group page or updates, whereas a Fan Page gives you a better way o staying cur-

rent with your ans, and additional touch points rom the news eed which can increase branding. Using a Fan

Page will allow you to utilize more eatures to mobilize your ans.


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Conversation

Erik HJC: Feel ree to ask questions. I we cant get to all o them answered here today, we will try to answer

them in the ollow up emails

Erik HJC: There are now over 100+ great nonprots attending right now

Lakehead University: Is click-raud a concern during those type o campaigns?

Erik HJC: Lakehead: Not generally no. Google (and others) monitor clicks very very closely.

Reva: Can you explain the basics - does your key word purchase enable you to come up early on a search?

How oten can you change your Google adwords?

Erik HJC: Yes. It allows you to come up at the top and on the right in your search where it says (Sponsored

Links) You can change and optimize your adwords groups as oten as you like. But i you do it too oten, you

will not leave enough time to collect enough inormation to gure out success and ailures

Reva: Sorry - I am getting a bit lost not understanding the basics - can you explain what an opt-in service is?

Erik HJC: Hi Reva: Opt-in is when a service community (like Care2) introduces people on their list to your

brand/org and invites them to join your email list. You only get access to those people who opt-in or your

list

Reva: thanks - Im looking at the volunteer management implications and just starting to understand this (not

a marketing/undraising proessional)

Andrew Bales: Eric, I investigated Yellowpages last year, since theyre a big player in local search. Their ad

model wasnt yet in place or charities ... have you heard i theyre now a viable alternative to Google and Face-

book?

Erik HJC: Andrew: Im not sure i Yellowpages has a non-prot program yet or not. Its a great avenue to pur-

sue though. Let us look into it more and get back to you on that.

Erik HJC: I you want to learn more about Google grants - check out: http://www.google.com/grants/

Alicia: Weve used Google Grants since 2007. This is a wonderul opportunity, even with some o the limita-

tions. It has helped tremendously to get trac to our site and also gives us the chance to learn more about

creating and maintaining these ads. Eventually we plan to move on to our own paid account so we can go on

content network and use banner ads.

452639: What were the results o the banner campaigns, specically the Style At Home?
http://www.google.com/grants/http://www.google.com/grants/http://www.google.com/grants/http://www.google.com/grants/


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452639: Yes, Ive had a hard time making such banner ads working.

Dan-SOS-Childrens: Any concern about banner blindness? I understand banners have had reduced value in

the last 3 years.

Erik HJC: Alicia: Thanks or the great insight! The Google Grant program is a great way or nonprots to dip

their toes in the SEM market and decide i they should look at investing in it urther

Erik HJC: Dan: Banner blindness is always something to keep in mind. One thing we do here is to test multi-

ples design/creative or banners so that we can identiy banner ad designs that work or each unique location

Erik HJC: 452639 - There are a lot o variables that can infuence the eectiveness o banners. This can include

banner ad, copy/ask landing page, etc.

Erik HJC: Also, ad placement (above the old etc) can really aect how ads perorm. It also really depends on

how detailed you can segment/target based on behaviour and demographics

Website placement (choice o site) can play a big part is success.

Maria Montanaro: Im a little bit o a social media phobe, but Im now convinced that its imperative in expos-

ing who and what we are. Erik, Im getting that Facebook can play a huge role in creating some o that expo-

sure. Would this be a good start?

Andrew Bales: We grew our Facebook page at Amnesty Canada by doing a t-shirt draw every time our page

grew by 100 ans:http://www.acebook.com/pages/Amnesty-International-Canada/18226704799?re=ts

Alicia: Do 3rd party emails do well or undraising too? Weve tried a ew and havent had a lot o luck.

452639: Andrew - How did you get the t-shirt to the winner? Were they willing to share more contact ino

when they won?

Alicia: Andrew, that is a great idea. Did you just market that on Facebook or through other avenues?

Maria Montanaro: WOW Andrew, sounds like its worked really well or you. However, we are just starting and

part o the challenge or us is to get people to even want to learn more about us.

Erik HJC: Maria: Facebook can be a HUGE help to your non-prot. That is as long as your constituents (or po-

tential constituents) are actually on Facebook

Maria Montanaro: Im thinking one constituent at a time... http://my.dimdim.com/content/skinle/saas/dim-

dim/deault/console/images/emoticons/Smiling.png
http://www.facebook.com/pages/Amnesty-International-Canada/18226704799?ref=tshttp://www.facebook.com/pages/Amnesty-International-Canada/18226704799?ref=tshttp://my.dimdim.com/content/skinfile/saas/dimdim/default/console/images/emoticons/Smiling.pnghttp://my.dimdim.com/content/skinfile/saas/dimdim/default/console/images/emoticons/Smiling.pnghttp://my.dimdim.com/content/skinfile/saas/dimdim/default/console/images/emoticons/Smiling.pnghttp://my.dimdim.com/content/skinfile/saas/dimdim/default/console/images/emoticons/Smiling.pnghttp://www.facebook.com/pages/Amnesty-International-Canada/18226704799?ref=ts


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Erik HJC: Maria: Facebook will denitely be a good place to start. A Fan page could be a good start or you

http://www.acebook.com/advertising/?pages

Alicia: Thanks, Shannon!

Dani - Small Change Fund: What are the pros and cons o Facebook groups vs. an pages? Is there a dier-

ence?

Melissa: When is the session on turbo charging your pledge program starting?

Reva: Could you please explain Tell a riend on action alerts?

Maria Montanaro: Thanks Erik

Erik HJC: Dani: Heres a good article explaining the dierence between the two and which one might be bet-

ter or you:http://www.searchenginej ournal.com/acebook-group-vs-acebook-an-page-whats-better/7761/

Dani - Small Change Fund: Great! Thank you

Darren: I used Facebook ads to determine how many o a certain demographic are within a certain distance

geographically o our oundation

Darren: I didnt place an ad, but when you go in to the ads section it tells you how many people o a certain

age, education, distance, etc., are near you.

Darren: I was surprised how many 40+ were within 10 miles o our Foundation

Erik HJC: Darren: Glad to hear you were able to use Facebook with such success

Darren: Great tool or cultivating uture major donors
http://www.facebook.com/advertising/?pageshttp://www.facebook.com/advertising/?pageshttp://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-w%20hats-better/7761/http://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-w%20hats-better/7761/http://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-w%20hats-better/7761/http://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-w%20hats-better/7761/http://www.facebook.com/advertising/?pageshttp://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-w%20hats-better/7761/


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Session 3 | 10 Take-Aways to Improve Or Kick Start Your SymbolicGiving Program | 10:45 to 11:30am

Q. What are some good price points and how many gits is good or a rst or second yearcampaign?

A. In the rst year, we normally recommend oering 5-10 git items. This helps keeps the scope manageableas you learn the ropes but also gives you a good cross-section to see which items work and which dont or

your organization. There are any magic price points but oering a variety o prices is important - the same as

it would or any normal git array. Its important to note that any really low price points could potentially drive

down your average git, so you need to be careul o that. You also shouldnt be araid to include high-ticket

items sometimes you get what you ask or!

Q. How is the Oxam example NOT a designated git?

A. Oxam unds are designated to the Unwrapped program, but not always to the particular git. They do

their best to provide the item as described, but i the supply outweighs the demand than the unds will go to

another similar item and/or program.

Q. What symbolic gits work best? I heard animals and agricultural products are best.

A. Animals and agricultural products tend to work well or international development organizations. Oxam

has had a lot o success with their urry and uzzy items, so that helps drive decisions or new gits. At the

end o the day, your git should be relevant to your mission and appealing to donors. Its just a matter o be-

ing creative and commodiying your mission into bite-sized pieces!

Q. Does that mean that my symbolic git to you does not buy a donkey?

A. This is sometimes the case it depends on the organization. The unds always go to the mission, just not

always the particular git item selected. The policies around this are normally ound in a disclaimer or the

inormation and FAQ section o the organizations websites.

Q. For symbolic gits, are premiums suggested or the giver at any time?

A. Premiums can help drive demand, but they also increase costs. Its about nding a balance that works or

your organization and is denitely worth testing i resources allow. An example o an organization using pre-

miums or symbolic giving is WWF Canada. They oer stued animals as premiums or the symbolic adoption

o the animals they protect.


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Q. Disclaimer notwithstanding, how do you handle symbolic git donor who contacts you

ater the act, wanting to drop in and see the git they bought?

A. Again, this is all in the language you use. You have to manage donor expectation and relay the idea that

their money is going towards your mission and not necessarily the specic git in question. Oxam does a

great job o this and you can see their specic policies here: http://www.oxamunwrapped.ca/aq.php

Q. Ive seen the purchase a git card option on some catalogues. Do you nd this optionworthwhile?

A. Oxam has had some success with oering git cards or the Unwrapped program in retail outlets. This is

has been another way to get the word out about Oxam, the Unwrapped program and gain some exposure.

Again, like any enhancement, you can to make sure youve got the capacity and resources to execute it suc-

cessully and also make sure the cost-benet works in your avour.

Q. Can services be seen as a symbolic git?

A. Yes, service organizations can denitely do symbolic giving. Picking a git array can be trickier, as services

are harder to commodiy, but with some creative thinking it is denitely possible. Organizations like hospitals

and hospices have done a good job o this. Some good examples are www.sickkidsgetbettergits.com and

www.preciousgits.ca

Conversation:

Susan Paul: Please dene symbolic giving

Erik HJC: There is a bit more about Symbolic Giving on our website: http://hjcnewmedia.com/w hat-we-do/

campaigns/

Susan Paul: Thanks. Im amiliar with the concept, but not the term (until now). Suggestion: preace sessions

with a slide that denes the concept.

Erik HJC: Susan Paul: That is a very good point. We will aim to dene our concepts a bit better moving wd

Erik HJC: Some great examples o Alternative Git Catalogs/Symbolic giving: http://www.sickkidsgetbe

ttergits.com/

http://www.camhgitsofight.ca/

www.oxamunwrapped.ca/

http://www.ch-partners. ca/gitsthatmatter/splash.html
http://hjcnewmedia.com/what-we-do/campaigns/http://hjcnewmedia.com/what-we-do/campaigns/http://hjcnewmedia.com/what-we-do/campaigns/http://www.sickkidsgetbettergifts.com/http://www.sickkidsgetbettergifts.com/http://www.sickkidsgetbettergifts.com/http://www.camhgiftsoflight.ca/http://www.camhgiftsoflight.ca/http://www.chf-partners.ca/giftsthatmatter/splash.htmlhttp://www.chf-partners.ca/giftsthatmatter/splash.htmlhttp://www.chf-partners.ca/giftsthatmatter/splash.htmlhttp://www.camhgiftsoflight.ca/http://www.sickkidsgetbettergifts.com/http://hjcnewmedia.com/what-we-do/campaigns/


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http://www.humanegits.org

Shannon Pitt: Thanks or the Humane Society example Erik!

Emma: What are some good price points and how many gits is good or a rst or second year campaign?

Leona: How is the Oxam example NOT a designated git?

Dan-SOS-Childrens: What symbolic gits work best, I heard animals and agricultural products are best?

thoughts?

Erik HJC: Emma: Unortunately there is no agreed upon perect amount o git options to oer. However

with price points you get what you ask or within reason. Ill let Dave speak to his experience near the end as

well

Leona: Does that mean that my symbolic git to you does not buy a donkey?

Alicia: For symbolic gits, are premiums suggested or the giver at any time?

Carol: Disclaimer notwithstanding, how do you handle symbolic git donor who contacts you ater the act,

wanting to drop in and see the git they bought?

Lakehead University: What would you suggest or symbolic gits in the University environment? I think it has

a great deal o potential or us.

Emma: In my last campaign we tried to use gits that were unique, it seemed to work well or example a bee

hive and sewing machine were the most popular choices beating out some o the uzzy gits

LISNS: Emma - where do you work?

Emma: War Child Canada

Leona: Thank you, that was very helpul.

LISNS: Interesting.

Ive seen the purchase a git card option on some catalogues. Do you nd this option worthwhile?

Jenny: Can services be seen as a symbolic git? Such as a breast cancer support group?

LISNS: I was thinking we could oer an inormation session in a part o the province that we dont normally

get to Andrea Grimm: Great Q& A session. Appreciate the diversity o ideas beyond the pure symbolic git.
http://www.humanegifts.org/http://www.humanegifts.org/http://www.humanegifts.org/


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Session 4 | Usability and Analytics: Hidden Gems To Unleash YourWebsites ROI | 11:30am 12:15 pm

Conversation

Leona: You may cover this later, but the increase o 33% is counting donors - what happens when you count

dollars?

Erik HJC: Well try to come back to this question at the end

Reva: I appreciate the denitions

Susan Paul: Thanks or introducing us to the HIPPO

Vanessa: Yes, rst time hearing about HIPPO, thanks!

Alicia: Love the kitten analogy!

Dani - Small Change Fund: Love the Chuck Norris quote and photo!

Erik HJC: Thx Dani: Chucks Wisdom is very key

Leona: I you have time, when you are answering my rst question, can you include cost per dollar raised and

average gits?

Dan-SOS-Childrens: Suggestions on training leadership when they are still asking about hits?

Do you have an example o an organizational report (quarterly and monthly) that you will be posting?

Erik HJC: Leona: Those metrics are rom a Target Analytics report which you can nd here. http://www.black-

baud.com /targetanalytics/benchmarking/dcinternet.aspx

Erik HJC: Dan: i you can nd out what matters most your Sr. leadership you can use Analytics to show them

some great insights as a teaser to what can be achieved with analytics

Leona: Thanks, looks like some great inormation.

Kylito: Good webinar everyone

Dani - Small Change Fund: Thank you or the excellent session
http://www.blackbaud.com/targetanalytics/benchmarking/dcinternet.aspxhttp://www.blackbaud.com/targetanalytics/benchmarking/dcinternet.aspxhttp://www.blackbaud.com/targetanalytics/benchmarking/dcinternet.aspxhttp://www.blackbaud.com/targetanalytics/benchmarking/dcinternet.aspxhttp://www.blackbaud.com/targetanalytics/benchmarking/dcinternet.aspx


16/26

Session 5 | The Secrets O Mastering Social Media To Build Brand,Find New Supporters, And Deliver An Efective ROI1:30pm 2:15 pm

Q. Is there a link to social media policies, risk management policies, related to this?

A. While we are unable to disclose our own social media policy, there is a ree online tool you may use as agreat starting point. Social Media Policy Generator: http://socialmedia.policytool.net/ . To be sae, wed advise

that you use this only as a guideline and customize where needed. It is also a good idea to run this by your

lawyer.

A database o 124 social media policies rom organizations (including nonprots) can be ound here:

http://socialmediagovernance.com/policies.php

Q. How do you track back new ans to new subscriptions?

A. Analytics tools can be used to track where new subscriptions are coming rom. When tagging links/buttons

on Facebook with unique URLs, you will be able to attribute certain actions to a specic source/medium. New

York Public Library sourcecodes the link rom the E-news tab in Facebook to Convio.

Q. Would be interested to learn i/how you are ollowing up with people who take action on

social media. In addition to social media plan, is there a conversion plan ater someone takes

action?

A. Anyone who takes an action on social media should be acknowledged. The use o real-time communica-

tion makes it easy to send a simple thank you message or reply. Acknowledge and thank your audience oten

or their messages, eedback, likes, retweets. Youll be amazed at the benets it can produce in the long-term.

These active users are loyal and will help you spread the message on your cause.

Q. It would be great to have sample crisis communications plans as well. Is anyone willing to

share these?

A, At the time being, we do not have a sample crisis communication plan that we can provide. This is some-

thing that is relatively new that we are currently looking into.

Q. Has anyone ound it useul to have one person specically ocused on social media? This isvery hard as a small non-prot when we all wear many hats, but Id love to know how other

groups deal with nding the manpower to devote to this.

A. At HJC, we recommend that there by one person (ideally) curating inormation and overseeing social me-

dia accounts. Access may be given to a ew other sta members but procedures should be in place to inte-

grate organizational-wide communications. Clients such as HootSuite allow or scheduling tweets to avoid

duplicating messages.


17/26

At NYPL, Marketing (sta o 3) coordinates all SMM. NYPL has a centralized approach to Facebook: they man-

age messaging and posts; on Twitter, they have empowered sta in key content areas to post at will. This

approach is distributed.

Q. Where do these stats about Facebook come rom? It would be handy to know

Question or Susan based on your Fast acts slides

Great sources o metrics are Emarketer, Mashable, Quantcast, Alexa. Susan rom NYPL ollows a number o

tech experts on Twitter who routinely provide links to data. She spend a good hour every day reading on

SMM.

Q. How oten should you update your twitter and Facebook? I sometimes eel we dont have

enough exciting news to start SM. We are a small service based non prot

This is a common question that we oten receive rom our clients, and sadly there is no universal answer - it

depends on organization goals.

There is a certain level o active participation required to maintain engagement with your audience. Generally

you do not want to let your accounts sit empty or weeks. While your organization may not have daily news to

share, you may spark conversations with your users to remain top-o-mind.

At HJC, our general rule o thumb is to update your social media accounts once a week at the bare minimum

level. Social media is like arming. The more seeds you sow, the more you will reap.

At NYPL, we update daily: Facebook at least once, Twitter multiple times. While this is a major commitment,we believe that ans and ollowers will not return unless they can nd resh content regularly. I resources are

an issue, I suggest concentrating on Facebook; as mentioned yesterday, we nd our Fans are highly engaged,

more than Twitter

Sta is a great resource or content. We have live Twitter and Facebook eeds on our intranet and it inspires

content suggestions as well as new ambassadors to help with outreach

Q. What app did you use or the Get eNews tab? Static FBML?

Question or Susan

NYPL uses static FBML that ties to Convio.

Conversation:

Matt: Can you provide more real-world examples? A lot o your presentation is do this and dont do this

me: Thanks Matt, we have two great case studies coming up rom the New York Public Library and WSPA


18/26

reva: Would appreciate a link to social media policies, risk management policies, related to this

me: Thanks Reva, we have a great example or you. We can send this along ater the session with all the ses-

sion materials

glenn: Its odd to call RSS a social media site - its content delivery mechanism, not a site.

Liz: How do you track back new ans to new subscriptions?

Stacy Clinton: Would be interested to learn i/how you are ollowing up with people who take action on social

media. In addition to social media plan, is there a conversion plan ater someone takes action?

Andrea Grimm: Andrea: It would be great to have sample crisis communications plans as well. Is anyone will-

ing to share these?

Matthew Gip: When ans share content they are sympathetic about, theyre oten interested in doing more or

the cause. Does WSPA engage these ambassadors to help create more awareness?

me: Thanks Stacy, you could use tracked links rom social media, with source codes, google analytics or spe-

cial landing pages

me: Stacy, you might nd session 7 on advocacy and undraising useul or inormation on post-action conver-

sion plans

Leona: Are the statistics on marketing budgets because this is the hot new thing or is it actually proving to

be more eective? Do you have any statistics on this?

Misty Meeks WSPA: Great questions - we do a lot o ollow up communication with people who take action /

undraise or do anything to help us...

Misty Meeks WSPA: We also have built a network o digital volunteers: we involve them more than our aver-

age an

Tad Druart, Convio: We have some data that shows that consumer companies and nonprots that are having

success building their prospect list, thus the increased investment because o results, not because it is hot.

Maria Montanaro: It never crossed my mind ... but the concept o digital volunteers sounds like a great con-

cept. My question though is how are they vetted to make sure that they will represent the mission o your

organisation

Alicia: Has anyone ound it useul to have one person specically ocused on social media? This is very hard as


19/26

a small non-prot when we all wear many hats, but Id love to know how other groups deal with nding the

manpower to devote to this.

Meghan - Lakehead Univer: Where do these stats about FB come rom? It would be handy to know

cal: We have roughly 3 people ocused on SM, and we nd it to be tons o work.

Carling: Alicia, we have a small non prot oce and have two key people dedicated to update both acebook

and twitter

Carling: and i we are gone or too busy there are two other people who then are able to go in and update

Emily M: Depends on how big you want to go. We are a small non-prot ocusing on 3 platorms, which are

currently managed by our intern

Maureen Mc: We are a pretty small not or prot and I am the only one on sta keeping us on social media;

we do have some others who post on our blog, though

Jenny: How oten should you update your twitter and Facebook? I sometimes eel we dont have enough

exciting news to start SM. We are a small service based non prot

Anne: What app did you use or the Get eNews tab? Static FBML?

me: Thanks Meghan, we can get back to you with that inormation. All the questions posted during the ses-

sion will be answered during or ater the session.

452639: Static FBML that integrates with Convio

cal: Re: Jenny - From trial and error, we nd when legit content isnt available, or ready. Getting personalized

with your ollowers helps create better connections, and oten pulls more people in.

Misty Meeks WSPA: Maria, usually I look at how involved they are / what they have been saying beorehand to

help select prospects and then send a brie list o questions to nd out more

Maria Montanaro: Thank you Misty - good inormation to know. We are just starting and this can be an eec-

tive way to get as many people as possible to expose/be exposed to the service. Thank you or that precious

tidbit.


20/26

Session 6 | Masterclass: 25 Ways To Kick Start Your Cross ChannelFundraising! | 2:15 pm 3:00pm

Q. As reerenced on page 6 and 7, what are the age groups o each group?

A. I you go tohttp://my.convio.com/orms/NextGenerationWhi tepaper1?reerrer=home, youll see more de-

tail on the age demographics.

Q. What is the best technology that could be used to text message supporters? Do support-

ers need smartphones?

A. Most phones can handle basic text messaging and thats the place to start. There are quite a number o

vendors in North America and around the world who are ready to help you do the basics o text undrais-

ing and campaigning. Give Erik Rubadeau in our oce a quick email, [email protected]. Hes

beginning to do some exciting work with some clients in combining text and voice.

Q. Do Mikes statistics show that renewal rates are in the 30-35% range?

A. We nd, on average, that online single git donors, let to the online environment only renewal 10-30% on

their own. I we use multiple channels e.g. direct mail and online or online and phone, we can get 40-70% re-

newal rates. Finally, i we get an online donor to give via monthly debit rom bank account or credit card, then

we get a renewal rate o 60-80% and thats why its our preerred way to give online.

Q. Why did Sprint Nextel shut down the Catholic Relie Services text/in-bound calling test?

A. Sprint eventually relented but we dont have a clear explanation. I think the simplest explanation is that

wireless carriers are still unsure and unclear on the multiple channel relationships that are allowable with sub-

scribers who text to give through their service providers.

Q. Why wasnt TV mentioned or integration?

A. Its true that TV is a great driver o online giving and uses multiple channels or interaction e.g. TV leads to a

call or a web visit. However, regular DRTV asking or donations is outside the budgets o many organizations

so wed urge organizations to explore online video opportunities at lower cost to test the ecacy o driving

online video visits to online giving or a phone call. I youd like to hear more on how HJC is doing just that,

give Shannon Pitt a quick email at [email protected].

Conversation:

SaraL: How do you dene mature?

SaraL: As reerenced in the chart on pages 6 and 7
http://my.convio.com/forms/NextGenerationWhitepaper1?referrer=homehttp://my.convio.com/forms/NextGenerationWhitepaper1?referrer=homehttp://my.convio.com/forms/NextGenerationWhitepaper1?referrer=homehttp://my.convio.com/forms/NextGenerationWhitepaper1?referrer=home


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Jenny: What are the age groups o each group on page 6&7 ?

me: You can read the whole report Tad is reerring to by going to this link: http://my.convio.com/orms/Next-

GenerationWhi tepaper1?reerrer=home

me: This will give you more inormation on the age demographics

Maria Montanaro: This is probably a going to sound like a naive question, but what best technology could

be used to text/connect/message people. My cell phone is basic; are we talking blackberries/iphones/smart-

phones? What do people nd most useul and most ecient?

Tad Druart, Convio: MATURES (b. 1945 or earlier) 39 million Americans; 79% give

Tad Druart, Convio: BOOMERS (b. 1946-1964); 67% give

me: Thanks Maria, almost all phones pick up SMS messages and SMS remains an overwhelmingly popular

communication channel. You dont need a young audience with iphones to run an SMS campaign

Tad Druart, Convio: My 65+ parents have simple phones and text grand children. Does not have to be smart.

Leona: My 85+ ather no longer subscribes to the newspaper, but reads on-line everyday :)

Tad Druart, Convio: Ideally you use the short text to move them to act quickly or remind - not get into conver-

sations.

Maureen Mc: My basic cell phone is 3 yrs old - texting is great!

Maria Montanaro: Thanks Sheetal. You cant imagine the sigh o relie! I will try to get more intimate with my

cell phone.

Rosaline: My 70+ parents are on Facebook and Twitter to keep in contact with their kids and grand kids.

me: Exactly! And that is why multi-channel is so important, or prospecting, stewardship, renewals...every-

thing!

Tad Druart, Convio: From research, Gen Y and Gen X participated in events, Boomers and Matures unded

events. Kids ask, parents and grandparents give - you start a relationship to raise more.

Dani - Small Change Fund: Im Gen Y, and its important to remember that we arent THAT young; we just like

participatory giving :)

Tad Druart, Convio: Does anyone have an example o getting a mid- or major-git rom someone who started
http://my.convio.com/forms/Next-GenerationWhitepaper1?referrer=homehttp://my.convio.com/forms/Next-GenerationWhitepaper1?referrer=homehttp://my.convio.com/forms/Next-GenerationWhitepaper1?referrer=homehttp://my.convio.com/forms/Next-GenerationWhitepaper1?referrer=homehttp://my.convio.com/forms/Next-GenerationWhitepaper1?referrer=home


22/26

relationship by supporting amily member or riend in an event?

Tad Druart, Convio: Catalog act: when I worked at Dell (the leader in online computer sales at the time), we

were the largest catalog mailer in the world or those 2 years, direct and online together.

Andrea Grimm: Mike are these stats suggesting that there is only about a 30 -35% retention rate or these

channels?

LISNS: This is basic advertising data. I used to manage radio station advertising, we always recommended a

radio / print ad campaign.

LISNS: Its very cool

Carol: Should one be concerned about mixing stewardship (thank you and receipt) with another ask (card

reerring to online giving opportunity)? Ive heard it reerred to as Thank you or the birthday present. Heres

my Christmas git list.

Emily M: I think that depends on how many touch points your organization does.

Leona: Carol, I am always very cautious about combining asks and stewardship. Personally, I nd it insulting. I

imagine there are ways, but ...

Emily M: I you reach out to them oten enough and have that relationship, you can mix

me: I think thats right Emily, you need to consider that on a per message basis. It can make sense at times. At

other times it wont.

Tad Druart, Convio: Knowing donors and touch points is important. In my role, I donate small amounts and

ater I see the response request the orgs only email me to save on paper and costs. Rarely do I ever get taken

o the direct mail list. Let your donors help manage the touch points - technology can help.

Tad Druart, Convio: Civil War Preservation Trust does a great job o mixing channels, stewardship and asks.

You can see on their site the options: www.cwpt.org

Tad Druart, Convio: Mike makes great point here - online is a great place to acquire new donors - more cost

eective than mail at this time.

Tad Druart, Convio: I they open email, take your calls and sign up or direct mail, youve probably ound a

great potential donor.

Jackie: Why did Sprint shut down the process in that last example?


23/26

Crime Stoppers: Probably contravened FCC regulations

Tad Druart, Convio: Nothing I have seen really explained the blocking. The Chronicle o Philanthropy mentions

it in their April 8 pub, but no reason is giving. Sprint relented eventually.

Tad Druart, Convio: Sorry, no reason given.

Dan-SOS-Childrens: Shame TV was not integrated in the discussion, it is available at such great rates. you too

can get annoyned by our integrationwww.soschildrensvillages.ca

the video starts immediately, but 95% are new visitors when we are on TV. turst me, it works.

Tad Druart, Convio: Dan - didnt have a TV example, but integration o online, text and TV was particularly

strong around Haiti and been used well in animal welare and youth,poverty issues or some time. Integration

works across all channels when the org breaks down the silos.
http://www.soschildrensvillages.ca/Pages/default.aspxhttp://www.soschildrensvillages.ca/Pages/default.aspxhttp://www.soschildrensvillages.ca/Pages/default.aspx


24/26

Session 7 | Whats Hiding behind Your Petition? Finding Donorsthrough Advocacy | 3:00pm - 3:45pm

Q. Any tips or student clubs that dont want to rally but do want to integrate advocacy andundraising ace-to-ace?

Use mobile shortcode at events on posters, to sign a petition and bounce back a donation ask Set up a webcam at an event and have students state why they are taking action

Why not have student clubs get others to sign the pledge ace2ace

Either ollow up with these students or oer on the spot registration or personal page undraising one

laptop set up to registration page

Conversation:

Sonya Swiridjuk: Re: Amnesty Example - appeal was a petition against the stoning o girls/women (and o

course to raise $$ or AI too)

Dani - Small Change Fund: I imagine direct response works with advocacy as well?

Dani - Small Change Fund: Seems like a good ft

Shannon HJC: Dani, a great ft.

Shannon HJC: A great way to work to grow your list and cultivate potential donors.

Alicia: Thats a good point. We dont do traditional advocacy campaigns at this time, but do use a pledge on a

prospect landing page:www.remembernativeameric.org

Maureen Mc: I have to duck out now - thanks or a very inormative day.

Laisie Tu, HJC: Thanks or joining us Maureen
http://www.remembernativeameric.org/http://www.remembernativeameric.org/http://www.remembernativeameric.org/


25/26

Session 8 | Building A 21st Century Nonprot: A Change Manage-ment Roadmap on How To Create A Fully Integrated, Customer Fo-cused Organization | 3:45pm - 4:30pm

Q. How do you go about doing this i the top people in an organization arent on board?

A. Great question! Engaging your Senior leaders in change i they arent on board is a tricky one. This is usu-

ally where you nd unctional silo workplace behaviour and a great deal ear and anxiety in the organiza-

tion. Sta need to nd a sae and engaging way to demonstrate to their top people that there is a need to

explore options or change. Begin with a dialogue with senior managers and to create a shared reality.

What they think is reality may soon appear that it isnt or others. This process should be a acilitated proc-

ess which is presented in the context o creativity and innovation.

Q. How specic should the strategy/plan be when communicated throughout the organiza-

tion? Should all departments have input into the nal strategy?

A. I an organization has a shared reality and a shared vision o where they want to be (strategically) in 3-5

years, then everyone needs to know the plan. Strategic and Tactical Planning tools should be shared with all

departments and rom there, sta should still have a sense o the big picture, in order to know how they

are contributing to the organizations (desired) outcomes. All departments should have input into the nal

strategy it is best practice.

Conversation:

bb4ck Calgary: All great discussions, ideas and changes occur in tension not in balance and agreement

Matthew Gip: This concept o shared reality is very interesting, especially to key personnel in an organization

Reva: Does there have to be a shared shared reality to move on or could it be dierent?

Matthew Gip: I think that an organization with personnel who dont have a shared reality/vision could be-

come conficted on which direction to take the organization

Alicia: How do you go about doing this i the top people in an organization arent on board?

Dani - Small Change Fund: Matthew, true, but dialogue seems to cultivate a sense o ownership in being

heard.

Matthew Gip: I concur with your observation that dialogue is important.

Matthew Gip: Dialogue helps create a common shared reality I suppose


26/26

Alicia: How specic should the strategy/plan be when communicated throughout the organization? Should al

departments have input into the nal strategy?

Leona: Thanks so much or all this. I am a neophyte, but it was still very helpul. I look orward to being able

access some o this online as well as the answers to the questions.

Jennier in Lethbridge: In uture sessions, it would be great i you would indicate the time zone in the timing. I

dont think the inormation or this session indicated the time zone. Thanks or a good ull day.

post-turning point 2010 - q&a

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