8 Breakthrough Strategies

eTapestry is a Blackbaud Company

Katie Rucker

Account Executive

8 Breakthrough Strategies for the Next Decade of Fund Raising:

An Executive Briefing

Who is eTapestry?Who is eTapestry?

• Dedicated to serving nonprofits

• A fast growing, successful NASDAQ firm

• A company that thrives on innovation

• A group that is passionate about service

• People who love to have fun!

What is our history?What is our history?

• Founded by former execs of MSC

• First “Software as a Service” solution for nonprofits in 1999

• 6,000 nonprofit clients around the world

• Became part of Blackbaud-August 2007

AgendaAgenda

1. Pure Fund Raising Tools• Matching Gifts• Recurring Gifts• Essentials for the “Ask”• For Impact Report• Segmentation

2. Relationship Building Tools• CRM• Email

Agenda (cont.)Agenda (cont.)

2. Relationship Building Tools (cont)• Web 2.0• Moves Management• eTap Mobile

3. Benchmark Reporting

4. Donor Loyalty

5. Community Building (Donor Login)

6. Web Site Optimization

7. Research/Analytics

8. API (Interface to the world outside)

“Today we have the chance to seize two hours which could have a major impact on monies raised for your mission!”

Jay Love CEO and Co-Founder of eTapestry

Photo credit: Sorin Brinzei

The Rules Still Apply

(It’s all about relationships…not technology)

Know the Difference

It is Now a New WorldIt is Now a New World

1. Pure Fundraising Tools:1. Pure Fundraising Tools:Matching GiftsMatching Gifts

Quite Simply a Doubling of Donation Amounts!

Most Often Money that Falls Through the Cracks

Relationships, Relationships, Relationships

Again Leveraging Your Technology Investment

The Foundation of many Fundraising Programs

Key in ePhilanthropy Transactions

Constituents become Investors rather than Donors

Technology makes it Easy

1. Pure Fundraising Tools:1. Pure Fundraising Tools:Recurring GiftsRecurring Gifts

It Must be Easy or it will not be Used!

“Home Page”

Investors in Your Mission

Relationship + Knowledge + Proven Plan = SUCCESS

1. Pure Fundraising Tools:1. Pure Fundraising Tools:Essentials of the AskEssentials of the Ask

Based Upon Proven Results

So Simple Yet So Powerful

The Pareto Principle at it’s Best

A Report that Anyone and Everyone can use

1. Pure Fundraising Tools:1. Pure Fundraising Tools:For Impact For Impact ReportReport

Capacity to Give Score

Relationship to Your Organization Score

Timing Score

Past Giving to Your Organization Score

Past Philanthropic Giving Score

Personalize Everything You Can

Let Technology do the Work for You

Queries can be Intuitive and Easy

Think with Building Blocks and Logic

1. Pure Fundraising Tools:1. Pure Fundraising Tools:SegmentationSegmentation

Strong Relationships are from Knowing Important Details, Hopes and Dreams

Easily Supplement your Memory

Only Works if Used Daily (and in one place) by All

A Remarkable “Secret Weapon” for Fund Raising

2. Relationship Building:2. Relationship Building:Constituent Relationship Management (CRM)Constituent Relationship Management (CRM)

“If you want milk from a cow, you don’t send it a letter.”

Si Seymour

The Foundation of the Communications Revolution

Expected by EVERY Generation Now

Use Properly or the Results are Worse than not

A Fraction of the Cost of Other Forms of Communication

2. Relationship Building:2. Relationship Building:eMaileMail

Email Key Functions

Tracking: bounces, opens, click-throughs

Subscription management: automated unsubscribe or opting out link

Key Functions:

Deliverability: Fulltime staff 24/7 monitoring blacklists, spam filtering and ISP standards

Horsepower: Up to 300,000 emails per hour via a schedulerSpam analysis tools

WYSIWYG editor

You are NOW the Catalyst not the Originator

Where Thousands of New Relationships can Begin

Traffic you Always Dreamed of for your Web Site

Easier than you Think to Do

2. Relationship Building:2. Relationship Building:Web 2.0Web 2.0

Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0

Web 1.0 refers to first generation Web-based content that was typically one-way static communication.

Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.

Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0 Web 1.0 was about reading, Web 2.0 is about writing Web 1.0 was about organizations, Web 2.0 is about

communities Web 1.0 was about home pages, Web 2.0 is about blogs Web 1.0 was about portals, Web 2.0 is about RSS Web 1.0 was about owning, Web 2.0 is about sharing

Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/

Source: The Wall St. Journal , 2006

2. Relationship Building:2. Relationship Building:Web 2.0 – Online Video UseWeb 2.0 – Online Video Use

2. Relationship Building:2. Relationship Building:Web 2.0 – Fun VideoWeb 2.0 – Fun Video

2. Relationship Building:2. Relationship Building:Web 2.0 – Social NetworkingWeb 2.0 – Social Networking

Friends

12,309

Friends

18,047

Friends

25,037

Friends

2. Relationship Building:2. Relationship Building:Web 2.0 – Social NetworkingWeb 2.0 – Social Networking

2. Relationship Building:2. Relationship Building:Web 2.0 - WidgetsWeb 2.0 - Widgets

2. Relationship Building:2. Relationship Building:Web 2.0 - RSSWeb 2.0 - RSS

2. Relationship Building:2. Relationship Building:Web 2.0 - PodcastsWeb 2.0 - Podcasts

2. Relationship Building:2. Relationship Building:Web 2.0 – Message BoardsWeb 2.0 – Message Boards

2. Relationship Building:2. Relationship Building:Web 2.0 - WikipediaWeb 2.0 - Wikipedia

Peer Fundraising OnlinePeer Fundraising Online

2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Fundraising PagesWeb 2.0 – Personal Fundraising Pages

2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising

Average volunteer sends over 30 emails One in four emails sent by a volunteer

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

2. Relationship Building:2. Relationship Building:Web 2.0 – Personal Event FundraisingWeb 2.0 – Personal Event Fundraising

ResultsResults::

CRM Based Upon a PROVEN Roadmap

Status Reports to Die For

The Foundation of Many a Successful Campaign

A Plan which “Stays” even if Staff does not

2. Relationship Building:2. Relationship Building:Moves ManagementMoves Management ©

All Excuses for NOT Using CRM are Gone

So Handy

The Ultimate Tool for in the Field

Marries Together Two Indispensible Communication Devices

2. Relationship Building:2. Relationship Building:eTap MobileeTap Mobile

• Included with your eTapestry service

• Specifically formatted for mobile use

• Fast

• Real time information – no syncing or downloading

Search for any account in your database

Hotlinks allow you to easily phone, email, or even get a map…

…giving you instant tools for your mobile travels

Store and see pictures, or drill down into a giving summary…

…detailing a donors financial support

Add new contact information from your mobile device and have all the details…

You can even run queries with eTapestry Mobile…

Best of all . . . eTapestry Mobile is no charge with your eTapestry service!

3. Benchmark Reporting3. Benchmark Reporting

How would you go about finding the number of lapsed donors and dollar amounts for them?

How do you compare your organization to others?

How do we measure success of our organization with similar groups?

Direct Comparisons are Powerful

Accurate Data from Thousands of Non-Profits

Ability to Isolate Peer Groups

Focus Your Team on Areas with the Greatest Impact

3. Benchmark ReportingGiving Dynamics Report

3. Benchmark ReportingBenchmark Status Report

3. Benchmark ReportingBenchmark Comparison Report

How do you know which donors are loyal?

Which are accessible?

Which feel trapped?

Which are at risk?

4. Donor LoyaltyQuestions

4. Donor Loyalty 4. Donor Loyalty

Why Measure?Why Measure?

• More NP’s Equal More CompetitionMore NP’s Equal More Competition

• Appropriate Donor Strategy is EasierAppropriate Donor Strategy is Easier

• Donors Expect MoreDonors Expect More

• Everyone Loves to Provide Their Opinion Everyone Loves to Provide Their Opinion

A donor’s loyalty level is indicated on the search screen

17% 23%

n = 1 n = 27n = 11n = 8

n =55 accounts8 donors are at riskRepresenting $.21 million

27 donors are secureRepresenting $.86 million

11 donors are trappedRepresenting $.21 million

16%16% 16%16%

0%0% 67%67%

Retaining Current Donors is Job # 1

Knowing Where to Focus is Essential

Avoidance of Lapsed Donors is Huge

“Keep your Friends Close”

5. Community Building Donor Login

Like it or Not You are Now Open 24/7

Community Involvement Creates Web Site Stickiness!

Your Mission Communication is Enhanced

Constituent Bonding is Stronger

Keith Davis

6. Web Site Optimization6. Web Site Optimization

If Relationships are Built on Communications . . .

Basic Parameters are Driven by Common Sense

A Few Key Changes can Make a Huge Difference

Leverage Partners who KNOW the Non Profit Sector

Both are Masters of Multi-Channel Marketing!

6. Web Site OptimizationBe Like Martha or Oprah

E-Mail

PrintOther Tools

An Integrated Strategy

In Person Meetings

Events

BlogsText MessagingSocial Networking Sites

Your Web Site

What are the goals? How will we measure success? What are the specific tactics? Do we need any new tools or assistance? Who is responsible for what? Is everyone on the same page?

6. Web Site Optimization:Start with a Plan

“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

6. Web Site Optimization:Before and After

DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website

http://www.the-dma.org/privacy/creating.shtml

6. Web Site Optimization:Privacy

6. Web Site Optimization:Needle in a Needle Stack

6. Web Site Optimization:Keeping it Simple

Advanced Email

Database

Ecommerce

Website

INTEGRATION is the KEY!

6. Web Site Optimization:Next Steps

Does it accept donations by credit card? 94% Does it have a blog? 53% If you have a blog, can readers comment on it? 54% If you have a blog, does it have links to other blogs

52% Do you post any videos on your website? 75% Do you have podcasts on your website? 32% Do you host message boards? 22% Do you provide an RSS feed to your website? 29%

• Overbrook Foundation Survey of Human Rights NPO’s in 2007

6. Web Site Optimization:Web Site Integration

Mention Benefits & Ease Of Online Contributions

6. Web Site Optimization:Integrate on and off line appeals6. Web Site Optimization:Integrate on and off line appeals

Take an Integrated Approach

Timely & Focused - Act Quickly When Needed

Test Something New All The Time

“SHOP” Others

Think Targeted One-To-One Marketing

People Give to People

Have Fun!!!!

6. Web Site Optimization:Keys to Success

"Do one thing every daythat scares you."

– Eleanor Roosevelt

"We have a strategic plan. It's called doing things."

– Herb Kelleher

6. Web Site Optimization:Oprah & Martha would be proud

7. Research/Analytics7. Research/Analytics

Knowledge of your donors is the Key to Success

Data MUST be Accurate to be Useful

Saving Time Allows the Data to be Used (get out and ASK!)

Database Integration and Updating Makes the Process much Easier

Subscriber ServicesSubscriber Services

8. API(Interface to the World)

Imagine a Phone without any Outside Connections

Allows Integration to the Fullest

Reduces or Eliminates Errors in Data Handling

Your Technology ROI Increases Dramatically!

8. Application Program Interface8. Application Program Interface(API): Connect to the World(API): Connect to the World

EpilogueEpilogue

10 Technology Resolutions for 2008

Sarah Robbins

Director of Emerging Technologies

Mediasauce

1. Set up a Gmail Account1. Set up a Gmail Account

2. Post Pics to Flickr2. Post Pics to Flickr

3. Try a Microblog3. Try a Microblog

4. Create a Google Alert 4. Create a Google Alert

5. Set Up an RSS5. Set Up an RSS

6. Share a YouTube Video6. Share a YouTube Video

7. Really Use Your Cell Phone(Send a text or a video)

8.8. Join a Social Network8.8. Join a Social Network

9. Share PowerPoint Slides(Save a tree or two!)

10. Play a Video Game10. Play a Video Game

Thank you!Thank you!

Katie RuckerAccount Executive

Katie.rucker@etapestry.com

Special Thanks to DeWitt & Associates as well as The VA Association of Free Clinics for making this day possible!!

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