eTechnology on a Shoestring

Katie RuckerAccount Executive

katie.rucker@etapestry.com

E-TECHNOLOGYE-TECHNOLOGYON A SHOESTRING!ON A SHOESTRING!

How your nonprofit can implement

and use technology for little or no cost!

Can you operate as if you are a world Can you operate as if you are a world class organization?class organization?

Technology

Remote Offices

Development Office

Volunteer StaffConsultant

Board Members

Donors

Scope & Structure Scope & Structure

the Non-Profit Sectorthe Non-Profit Sector

Budget % of NPOs• 20 Million & Up .7%• 5 – 20 Million 1.4%• 1 – 5 Million 4.0%• 500,000 – 1 Million 3.0%• 250,000 – 500,000 4.0%• 100,000 – 250,000 6.4%•25,000 – 100,000 10.5%•0 – 25,000 70.0%

TECHNOLOGY USE BY

NONPROFIT GROUPS

Word Processing 91% Internal e-mail 56%

Internet access 89% Laptop computers 55%

External e-mail 87% Budget for new software 53%

Voice mail 70% Cell phones 45%

Web site 66% Firewalls 41%

Database 63% Dedicated IT employee 23%

Network 61% Part-time IT employee 14%

Fax modem 58% Video conferencing 2%

Initial ConclusionsInitial Conclusions

• Technology is and will be part of any non profit development organization

• Technology takes many shapes

• Your use of it levels the “playing field”

• Your success can be increased because of technology (more with less!)

Creating an Online StrategyCreating an Online StrategyA lot of organizations struggle with the idea of developing a meaningful online strategy.

Attack this challenge with the knowledge that your strategy doesn't have to be a 150-page tome. It just needs to answer some key questions like these:

• Strategy — What do you want to make happen? Why does that matter to the organization?

• Goals — What is it now? What would you like it to be? What is the value of the difference over time?

• Audience — Who are you targeting? What are they looking for?• Channels — What online and offline channels will you use?• Technologies — What tools are you going to use?

Steve McLaughlin, BlackbaudCharleston, SC

AccountingAccounting

OFFICEOFFICE

Web Site CreationWeb Site Creation

Most Popular Online Activities

Number of Participants

182M169M

157M155M145M

135M22M

Demographics of Internet usersDemographics of Internet usersAnnual Household Income

Income Level Percentage

$75,000+ 91%

$74,999 – $50,000 86%

$49,999 – $30,000 80%

Less than $30,000 53%

Source: Pew Internet & American Life Project, 2006

Demographics of Internet UsersDemographics of Internet Users Educational Attainment

Education Level Percentage

College + 91%

Some College 84%

High School 64%

Less than High School

40%

On-Line Giving, On-Line Giving, Registration, and Registration, and

Wish ListWish List

*Estimates provided by ePhilanthropy Foundation

Estimate 2001 = $550 millionEstimate 2002 = $1.1 BillionEstimate 2003 = $1.9 BillionEstimate 2004 = $2.62 BillionEstimate 2005 = $4.53 BillionEstimate 2006 = $8.15 BillionEstimate 2007 = 15.77 Billion

*The United States represents slightly more than ½ the Global Online Philanthropic Market

Online Giving Estimates*Online Giving Estimates*

“Affluent people are increasingly likely to use the Internet to make their charitable donations, according to results released today of a study of nearly 3,500 donors.

Four out of five donors said they had made a charitable gift online, and a little more than half, 51 percent, said they prefer to use the Internet for their donations. Some 46 percent said that they expect to make a greater percentage of their charitable gifts online within the next five years.”

Wealthy People Increasingly Give Online, Study Finds (The Chronicle of Philanthropy, March, 24 2008)

Personal Online Donation Personal Online Donation FundraisingFundraising

FundraisingFundraisingDatabases & EmailDatabases & Email

Integration helps Keep it simple

ProspectWebsite

Gather Information

Use Email

Database

Email – 93% of Internet users access email and yet…

• 44% of nonprofits have email addresses for less than 44% of nonprofits have email addresses for less than 20% of their supporters/members20% of their supporters/members

• 64% do not collect email addresses on their web site64% do not collect email addresses on their web site

• 75% cannot survey their stakeholders online75% cannot survey their stakeholders online

• 78% do not have an email strategy78% do not have an email strategy

In 2002 The Gilbert Group of Seattle surveyed 900 nonprofit organizations with an eight question instrument. The median size of organizations surveyed had between 1000 and 25,000 stakeholders.

A Communications ToolA Communications Tool

Direct Mail Email

Cost? Expensive (materials/prep/postage)

Very low cost

Preparation?

Customizable?

Content?

Timing?

Acceptance?

A Communications ToolA Communications Tool

Direct Mail Email

Cost? Expensive (materials/prep/postage)

Very low cost

Preparation?Substantial – labor intensive

Easy

Customizable?

Content?

Timing?

Acceptance?

A Communications ToolA Communications Tool

Direct Mail Email

Cost? Expensive (materials/prep/postage)

Very low cost

Preparation?Substantial – labor intensive

Easy

Customizable? Yes (personalization/gift info/etc.)

Yes (same)

Content?

Timing?

Acceptance?

A Communications ToolA Communications Tool

Direct Mail Email

Cost? Expensive (materials/prep/postage)

Very low cost

Preparation?Substantial – labor intensive

Easy

Customizable? Yes (personalization/gift info/etc.)

Yes (same)

Content? Virtually unlimited Has limits

Timing?

Acceptance?

A Communications ToolA Communications Tool

Direct Mail Email

Cost? Expensive (materials/prep/postage)

Very low cost

Preparation?Substantial – labor intensive

Easy

Customizable? Yes (personalization/gift info/etc.)

Yes (same)

Content? Virtually unlimited Has limits

Timing? Slow Fast

Acceptance?

A Communications ToolA Communications Tool

Direct Mail Email

Cost? Expensive (materials/prep/postage)

Very low cost

Preparation?Substantial – labor intensive

Easy

Customizable? Yes (personalization/gift info/etc.)

Yes (same)

Content? Virtually unlimited Has limits

Timing? Slow Fast

Acceptance? Universal Growing

Coordinate Email and Direct Mail • Cross-reference

offline campaigns in online communications

• … and vice versa!• Reinforce your

message across different media to maximize results

• … ensure you are consistent in your different messages!

Coordinate Email and Direct Mail

• It bans false or misleading header information– (Your email's "From," "To," and routing information – including the

originating domain name and email address – must be accurate and identify the person who initiated the email)

• It prohibits deceptive subject lines– (The subject line cannot mislead the recipient about the contents or

subject matter of the message.)

CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act)

• It requires you give recipients an opt-out method – (You must provide a return email address or an Internet-based

mechanism that allows a recipient to ask you not to send future email messages to that email address, and you must honor the requests.)

• Commercial email identified as an advertisement and include sender's physical postal address– (Your message must contain clear and conspicuous notice that the

message is an advertisement or solicitation and that the recipient can opt out of receiving more email from you.)

CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act)

Advanced Email

Automatic opt-out or unsubscribe

capabilities

Spam analyzer

Email scheduler

Delivery reports

Click through tracking

Helpful ResourcesHelpful Resources

Thoughts from the FieldThoughts from the Field

“We use our free database to track volunteers and their work with youth programs, trail locations and other volunteers. This allows us to connect our trip leaders who have hiked together with the trails they were on and the teens they mentored. By connecting with our web site we reach our volunteers and supporters all over the country easily and at little or no cost!”

Marcus MoranBig City Mountaineers

How many of you How many of you Currently use Blogs &Currently use Blogs &Social Network Sites?Social Network Sites?

What other technologies What other technologies are you utilizing?are you utilizing?

Questions?Questions?

Thank You!

Katie RuckerAccount Executive

www.etapestry.comkatie.rucker@etapestry.com

888-739-3827 x7225317-336-3982 Direct