NTEN Technology Conference March 23-24 2005

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  • 1.NTEN Technology Conference March 23-24 2005 Online Fundraising and Data Integration Cheryl Gipson, Training Manager Groundspring.org Growing Nonprofits with Internet Tools and Technology

2. A Definition of Online Fundraising

  • Online fundraising is an interdependent mix ofon-and offline
    • Fundraising and Communication Strategies
    • Technology Tools
    • Web, Email, Direct Mail and other Activities
    • to better fulfill and support a nonprofits programs and mission
  • Online fundraising isactive, responsive changing, dynamicand includes methods and tools for organizations to:
    • Engage, Motivate, Educate and Advocate their Constituencies
    • Generate Revenue
    • BuildReach and Relationships
    • Manage their Operations

3. The Building Blocks toFundraising 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

4. Whats Your Internet Capacity?Organizational Infrastructure Database Fundraising Strategy Operations (Staff and Technology) Time Money 5. 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 Orgs 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 dbfor direct mail emails
  • New email subscribers with addresses and segment codes
  • Email Unsubscribers
  • Bad email addresses
  • Change of address

Internet Direct Mail Fundraising Database E-Mail MessagingDatabase Online Donation Internet Email Databaseto Fundraising Database Fundraising Database to Email Database Sample Work and Data Flow for Email/Database Administration Your Database Administrator: Part Mom; Part Cop Database Administrator manages workflow

  • Newsletter Signups/Web registrations
  • Contact includes segment codes

Internet Email/Web Subscriber 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

9. Web Site Email Messaging Program Integrated Systems Stage 1 Stage 5 Stage 4 Integrated Systems are the eNonprofit Pinnacle Source Informaton:The NonProfit Handbook, James Greenfield, 2002 Supplement, 3 rdEdition,(AFP/Wiley Fund Development Series), 3rd Edition Stage 3 Interactive Website Organizational Resources and Capacity Must Also Increase Online Donation Processing Stage 2 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 dont 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 meansconversionof 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)
  • NonProfit Office
  • Kintera (ASP)
  • LocalVoice (ASP)
  • Blackbaud(Software Suite)

13. Before you start shopping. NonProfit, Know Thyself

  • Staffing
  • Your Current Vendor Mix
  • Data and Data Management
  • Fundraising Strengths
  • Time
  • Money
  • Goals

14. Before you start shopping. NonProfit, Educate Thyself

  • Techsoup
  • NonProfit Matrix
  • Compasspoint eNonprofit Guide
  • Groundsprings Online Fundraising Handbook
  • Groundsprings Classes (Regional and Internet Academy)