youve built a website, now lets build a relationship
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You’ve Built a Website – Now Let’s Build a Relationship
Mike Kierce
Education Team, eTapestry division of Blackbaud
……by building a meaningful by building a meaningful relationship with our donors, relationship with our donors,
online!online!
““Internet Strategies for Internet Strategies for Relationship Building”Relationship Building”
Our objectiveOur objective - -We want to explore how we use technology and We want to explore how we use technology and the Internet to meet the needs and desires of our the Internet to meet the needs and desires of our donors/alumni/volunteers/members/prospects, donors/alumni/volunteers/members/prospects,
““Internet Strategies for Internet Strategies for Relationship Building”Relationship Building”
More Specifically…More Specifically…
- Getting people to your websiteGetting people to your website- Engaging them through your websiteEngaging them through your website- Communicating EffectivelyCommunicating Effectively- Using that data to your advantageUsing that data to your advantage- Improving Fundraising ResultsImproving Fundraising Results
“There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”
Carrie Johnson, Senior Analyst Forrester Internet Research
The “New Normal”The “New Normal”
• We have shifted our normal activities of daily life –online. It is the “new normal”
•How often do you check the mail box? How often do you check your email?
•Where do you go to search for information, buy plane tickets, find a map, or research something?
•If you are interested in volunteering or learning more about a nonprofit – do you Google, write them or look in the phone book?
New Normal = New Breed of Donor
New Normal = New Breed of Donor
Read email before snail mailRead email before snail mail Busy, satisfy interests on Busy, satisfy interests on
their scheduletheir schedule Expect personalized Expect personalized
informationinformation Require immediate feedbackRequire immediate feedback Already building Already building
relationships onlinerelationships online More willing to give onlineMore willing to give online
Ephilanthropy Foundation
North American Online Giving EstimatesNorth American Online Giving Estimates**North American Online Giving EstimatesNorth American Online Giving Estimates**
Estimate of Giving in 2001 = $550 million
Estimate of Giving in 2002 = $1.1 Billion
Estimate of Giving in 2003 = $1.9 Billion
Estimate of Giving in 2004 = $2.62 Billion
Estimate of Giving in 2005= $4.53 Billion
Estimate of Giving in 2006=$6.9 Billion
*Estimates provided by ePhilanthropy Foundation
Any Signs of
Slowing?
Estimate of Giving in 2009=Approaching $15 Billion
Fundraising is still based upon Relationships Fundraising is still based upon Relationships The Internet expands our opportunity for The Internet expands our opportunity for
Communications (2 way!)Communications (2 way!) Your website is a logical place to promote Your website is a logical place to promote
engagement and collect dataengagement and collect data Effective & Personalized Communications build Effective & Personalized Communications build
strong Relationshipsstrong Relationships You can build stronger relationships by using You can build stronger relationships by using
technology (more with less!)technology (more with less!) Stronger relationships can mean stronger Stronger relationships can mean stronger
fundraising resultsfundraising results
Initial ConclusionsInitial Conclusions
Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization
75% of donors will check your website before making a gift whether it is Online/Offline
Make it easy to find
A Few Key Changes can Make a Huge Difference
Your website = tool for engagement
Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization
First Things First – Focus on Design & Continuous Evaluation First Things First – Focus on Design & Continuous Evaluation
Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization
1. Content Management System (Control your Content)
2. Search Engine Optimization
3. Analytics
4. Blogging / Video
5. Contact Form
6. Mobile Optimization (How it looks on your phone)
7. Twitter Link
8. Facebook Link
9. Landing Pages
10. E-mail Marketing Opt-In
Keys to Building a Successful School Foundation Web SiteKeys to Building a Successful School Foundation Web Site10 Key Features to Consider10 Key Features to Consider
Source: www.marketingtechblog.com/programming/10-features
Google Grant/Sponsored LinksGoogle Grant/Sponsored Links
Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization
Google Grant/Sponsored LinksGoogle Grant/Sponsored Links
Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization
Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization
Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization
Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization
1. Include your Website URL on All Printed Materials
2. Include URL on E-mail Signature
3. Utilize Social Media to drive people to the website
4. Link from School Site
5. Link from other Community Sites
6. Video
Ways to Drive TrafficWays to Drive Traffic
Web Site OptimizationWeb Site Optimization Web Site OptimizationWeb Site Optimization
Ways to Drive TrafficWays to Drive Traffic
Video is a Video is a Magnet forMagnet forYour Your Web Site!Web Site!
Could the impact of this story be told more effectively any other way?
Video is a Video is a Magnet forMagnet forYour Your Web Site!Web Site!
Could the impact of this story be told more effectively any other way?
Know the DIFFERENCE
How To Succeed OnlineHow To Succeed Online
They’re at your website, now what do they do?
1. Can they get something?2. Can they do something?3. Can they give
something?
Can they get something?
Calendars DocumentsEvent Information Alumni ListsPlanned Gift Info NewslettersPodCasts
Can they do something?
Register for an eventGolf tournamentsWalk-a-thonsDinners
Join – Become a memberUpdate their own informationRun planned gift calculationsPurchase school merchandise
Can they give something?
Time - Volunteer
Goods (in kind gifts)
Money
Interaction is KEY!
What is the most important thing for you to obtain?
Make it CLEAR What they can do to help or become involvedMake it CLEAR What they can do to help or become involved
Online DonationsOnline Donations
Online Donations – Recurring Gift Option
Online Donations – Recurring Gift Option
Ask for Volunteers & Subscribers
Ask for Volunteers & Subscribers
Engage AlumniEngage Alumni
Event RegistrationEvent Registration
Personal FundraisingPersonal Fundraising
Engages on a personal levelEngages on a personal level
Personal FundraisingPersonal Fundraising
Personal FundraisingPersonal Fundraising
•Participants send an average of 30 e-mails
•One in four emails sent by a participant results in a donation
•Average online event gift is $59 which is a 50% increase over the average off-line gift
•Many volunteers reach their stated FR Goal!
Personal Fundraising results are typically pretty impressive.
We’ve collected information…
What now?
eCommunicationseCommunications
A Communications ToolA Communications Tool
versus
•Cost?•Preparation?•Customizable?•Acceptance?•Timing?
Direct MailDirect Mail EmailEmail
Substantial – labor intensive Easy
Expensive (materials/prep/postage) Very low cost
Yes (personalization/gift info/etc.) Yes (same)
Universal Growing
Slow Fast
Segmented/Targeted Appeals
Segmented/Targeted Appeals
Past Giving / Major Donor or VIP Group Interests or Preferences Geography Specific Graduating Classes Past Behavior – Send e-mail to everyone
who clicked on this link in the last e-mail.
A Targeted Approach A Targeted Approach
Email direct mail emailEmail direct mail email
Why ask online??Why ask online??
Click-through Statistics!Click-through Statistics!
e-Communication Take-awayse-Communication Take-aways
Use a targeted approach Use HTML wherever possible Use a 3rd party vendor to ‘power’ your e-
mails Analyze ‘Click-through’ Statistics and
adjust as needed
Social Networking BoomSocial Networking Boom
What does Social Media have to do with our website? How can we use it?What does Social Media have to do with our website? How can we use it?
Social Networking BoomSocial Networking Boom
Outreach Allow Others to Spread Awareness For
You Viral Effect Reach people you never would otherwise Direct people to your website
FACEBOOKFACEBOOKFACEBOOKFACEBOOK
FACEBOOKFACEBOOKFACEBOOKFACEBOOK
FACEBOOK UsersFACEBOOK UsersFACEBOOK UsersFACEBOOK Users
FACEBOOKFACEBOOK
TIPS:
Invite colleagues, students, parents, alumni, board members, and friends to become fans
UPDATE often
Start Conversations
Brand your page
FACEBOOKFACEBOOK
TIPS:
Link back to your website!
TwitterTwitter
The Power of Social MediaThe Power of Social Media
Goals:Goals:
• 30 Day 30 Day Fundraising Fundraising CampaignCampaign
•Outfit Center with Outfit Center with Technology Technology EquipmentEquipment
• Raise $32,000.00Raise $32,000.00
The Power of Social MediaThe Power of Social MediaTactics:Tactics:
• 2 Targeted e-mail 2 Targeted e-mail blasts to blasts to approximately 2,000 approximately 2,000 contactscontacts
• Promotion on Promotion on Facebook Page & Facebook Page & Twitter AccountsTwitter Accounts
• Urged others to do Urged others to do the samethe same
The Power of Social MediaThe Power of Social MediaResults:Results:
• Financial Goals Financial Goals Met ahead of timeMet ahead of time
•13 New Computers, 13 New Computers, 13 LCD Monitors, 40 13 LCD Monitors, 40 HP Thinlines, 40 HP Thinlines, 40 Widescreen Widescreen Monitors, 40 Work Monitors, 40 Work StandsStands
• Hundreds of New Hundreds of New Fans / SupportersFans / Supporters
• Data & Permission Data & Permission to Create to Create RelationshipsRelationships
• Free publicityFree publicity
The Power of Social MediaThe Power of Social Media
Social Networks: Hints for SuccessSocial Networks: Hints for Success
It is not FREE, resources are required Endorsements matter, think forwarded emails! Measure (Where does the data go?) Have something to say, must be regular or it dies fast Use as a vehicle to DRIVE WEBSITE TRAFFIC. That’s
where we’ll capture data – which is the key to building that relationship
Stephanie Miller, Email Insider, 2009
Now that you’ve collected the data – what do you do
with it?
•Record donor details•Record donor preferences•Segmentation capabilities•Individual email•Mass email•Snail mail
Put it in a database!
Accurate InformationAccurate Information
Keeping it simple
Prospect Website
Gather InformationUse Email
Database
Conclusions/ApplicationConclusions/Application
Fundraising is still based upon Relationships Fundraising is still based upon Relationships The Internet expands our opportunity for The Internet expands our opportunity for
Communications (2 way!)Communications (2 way!) Your website is a logical place to promote Your website is a logical place to promote
engagement and collect dataengagement and collect data Effective & Personalized Communications build Effective & Personalized Communications build
strong Relationshipsstrong Relationships You can build stronger relationships by using You can build stronger relationships by using
technology (more with less!)technology (more with less!) Stronger relationships can mean stronger Stronger relationships can mean stronger
fundraising resultsfundraising results
What Now?What Now?
1. Take a look in the mirror
How do you stack up?
- Website Design- Ability to Engage- E-mail/Communications- Social Media Presence
What Now?What Now?
2. Plan
Make it a priority
- Set Aside Time for Review
- Add to Board Agenda- Seek Professional
Assistance (Most companies will help you
do this at NO COST!)
What Now?What Now?
3. Continuous Evaluation
Must be Measurable & Regular
- Website Hits- Fundraising- Donor Retention- Communications
- Cost vs. Results- Social Media “Friends”
What Now?What Now?
4. Have Fun!!!
- Try New Things- Get Creative- Share your passion for
your school and for the students you are ultimately helping!