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”

Sou

rce

Info

rmat

on:

The

Non

Pro

fit H

andb

ook,

Jam

es G

reen

fiel

d, 2

002

Sup

plem

ent,

3rd E

diti

on,

(AF

P/W

iley

Fun

d D

evel

opm

ent S

erie

s), 3

rd E

diti

on

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)