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NTEN Technology Conference
March 23-24 2005
Online Fundraising and Data Integration
Cheryl Gipson, Training Manager
Groundspring.orgGrowing Nonprofits with Internet Tools and
Technology
A Definition of Online Fundraising
Online fundraising is an interdependent mix of on-and offline Fundraising and Communication Strategies Technology Tools Web, Email, Direct Mail and other Activities
to better fulfill and support a nonprofit’s programs and mission
Online fundraising is active, responsive changing, dynamic and includes methods and tools for organizations to:
Engage, Motivate, Educate and Advocate their Constituencies Generate Revenue Build Reach and Relationships Manage their Operations
The Building Blocks to Fundraising Online
Interactive, Current, Strategic Web Presence Geared to your Mission
System to attract and build web relationships (drive and keep traffic)
Email Communications Program
Fundraising/Advocacy Strategy unique to your organization
Web, Email, and Donation Processing Technology Tools
Organized back-end including staff, database software, tracking systems, and follow-through
What’s Your Internet Capacity? Organizational Infrastructure
Database Fundraising Strategy
Operations (Staff and Technology)
Time
Money
Do you have a database and a database administrator?
Database
First things First:Organizational Infrastructure
Fundraising Strategy
Operations
Do you have established fundraising practices and a a fundraiser?
Can your org invest time into learning and implementing new tools?
Do you have staff and infrastructure dedicated to office, web, and technology operations?
Time Money
Has your org allocated money for new software tools training and programs?
+ + + +
= Snapshot of your Org’s Internet Capacity
6
Database Administration
Online fundraising activity requires data administration and integration
Data integration means matching email/web information to offline databases
Each organization has a unique and dynamic set of information and information vendors
Staff resources need to be assigned to manage, analyze and report donor data
The role of a database administrator is extremely important to successful fundraising
• New email addresses from direct mail
• Change of addresses from direct mail
• New prospects with email addresses
Online Event Registration
• New donors, new email addresses• Change of email address• Segment codes from database to
email db for direct mail emails
• New email subscribers with addresses and segment codes
• Email Unsubscribers• Bad email addresses• Change of address
InternetD
irect Mail
Fundraising Database
E-Mail Messaging Database
Online Donation
Internet
Email Database to Fundraising Database
Fundraising Database to Email Database
• Newsletter Signups/Web registrations
• Contact includes segment codes
Internet
Email/Web Subscriber
Sample Work and Data Flow for Email/Database Administration
Your Database Administrator: Part Mom; Part Cop
Database Administrator manages workflow
8
What are Integrated systems?
Hosted software system (ASPs) or client/server software suites
Combine and manage data integration
Web site content management Email messaging Credit card processing Donor database, giving history E-commerce Events registration & mgmt Advocacy campaigns
Web Site
Email Messaging Program
Integrated Systems
Stage 1
Online Donation Processing
Stage 2
Stage 5
Stage 4
Integrated Systems are the “eNonprofit Pinnacle”
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Stage 3 Interactive Website
Organizational Resources and Capacity Must Also Increase
10
Integration System Advantages
Eliminates “silos” of data– Donor data and web data are easily combined– Event registration, survey information, email click -throughs can all
be tracked into donor database– You don’t have to import and export data from one system to
another– Reduces misinformation and duplicate information carried through
systems
Allows powerful integrated marketing and fundraising tools
– Can segment data– Can track big picture of donor– Can update content of website easily by non-technical staff
11
Integrated System Disadvantages
$$$$--top tier is quite expensive; lower cost in fledgling stage
Integration means conversion of existing data and systems
Sector is young; there will be changes in vendors
Your org must commit to changing business processes and providing staff resources and training
12
Some Integrated System Vendors(not comprehensive)
CharityFinders CitySoft (ASP Convio (ASP) iAPPs (ASP) Get Active (ASP) Groupstone (ASP) IAPPS (ASP) NonProfit Office Kintera (ASP) LocalVoice (ASP) Blackbaud (Software Suite)
Before you start shopping….
NonProfit, Know Thyself
• Staffing
• Your Current Vendor Mix
• Data and Data Management
• Fundraising Strengths
• Time
• Money
• Goals
Before you start shopping….
NonProfit, Educate Thyself
• Techsoup
• NonProfit Matrix
• Compasspoint eNonprofit Guide
• Groundspring’s Online Fundraising Handbook
• Groundspring’s Classes (Regional and Internet Academy)