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eTapestry is a Blackbaud Company
Jay B. Love
Co-Founder and CEO
eTapestry/Blackbaud
Major Donors Evolve from Everywhere:
Internet Tools for Relationship Building
eTapestry is a Blackbaud Company
“We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet, and charitable giving is a logical progression.”
Paul Saffo Director of the Institute for the Future.
Photo credit: Sorin Brinzei
eTapestry is a Blackbaud Company
Know the Difference
How To Succeed OnlineHow To Succeed Online
eTapestry is a Blackbaud Company
Gen Y
(18-27)
Gen X
(28-41)
Young Boomers
(42-51)
Older Boomers
(52-62)
Seniors
(63+)
Reading Newspapers (not online)
1.2 1.7 2.8 3.6 5.1
Reading Magazines (not online)
1.7 2.0 2.1 2.4 3.1
Playing Video Games 4.3 2.0 1.1 1.1 1.1
Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8
Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3
Watching TV10.4 11.3 12.5 13.7 14.3
Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7
Average Hours Spent Per Week:Source: Forrester Research 2007
eTapestry is a Blackbaud Company
Key TakeawaysKey Takeaways
The Internet is not just for kids anymore
The Internet is used by the educated and engaged
The Internet is not just for downloading music and fantasy football
The Internet is used by your constituents…or
someone else's
eTapestry is a Blackbaud Company
The Rules Still Apply
(It’s all about relationships…not technology)
eTapestry is a Blackbaud Company
A Quick Survey
What % of your names have email addresses
How many collect them on Web Site? Where?
How often do you communicate via mass email?Do you have a written email strategy?
eTapestry is a Blackbaud Company
Copyright 2002 - Gilbert Research
eTapestry is a Blackbaud Company
Use All Your Tools
Together
Use All Your Tools
Together
PrintOther Tools
An Integrated Strategy
In In Person Person MeetingsMeetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
eTapestry is a Blackbaud Company
The eMail Sophisticated Organization:
1.Collects email addresses on multiple pages of their web site?
2.Regularly sends out one or more newsletters via email
3.Can and does survey constituents
4.Can raise funds via email
eTapestry is a Blackbaud Company
9 Tactics for Avoiding Spam Filters
9 Tactics for Avoiding Spam Filters
1. Use a commercial email service (database tie in is best)
2. Don’t use bright or crazy fonts
3. Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!
4. Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc
5. Keep graphics to a safe level, equal amount of text or more
6. Spell words properly
7. Always use the same “From”
8. ALWAYS include an “opt out” option
9. Communicate regularly
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
Example Landing PageExample Landing Page
eTapestry is a Blackbaud Company
Professional Email is Economical
Professional Email is Economical
5,000 emails $99 .02 25,000 emails $400 .016
50,000 emails $650 .013100,000 emails $1000 .01250,000 emails $2000 .008500,000 emails $2500 .005
Plus 3 - 20 times the success in delivery!
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
6 Tips for a Successful Email Strategy
6 Tips for a Successful Email Strategy
1. Do not buy email addresses
2. Everyone is collecting addresses w/each daily actions (get 2)
3. Test and Survey (let them know their opinion counts!)
4. Use multiple landing pages on your web site
5. Link to and from Blogs and Social Network sites
6. Offer sharing or “tell a friend”
eTapestry is a Blackbaud Company
Use All Your Tools
Together
Use All Your Tools
Together
PrintOther Tools
An Integrated Strategy
In In Person Person MeetingsMeetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
eTapestry is a Blackbaud Company
“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
eTapestry is a Blackbaud Company
You’ve built a website…
…will they come?
eTapestry is a Blackbaud Company
They’re at your website, now what do they do?
1.Can they get something?
2.Can they do something?
3.Can they give something?
Your goal – to get something from them!
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
Video is EasyVideo is Easy
eTapestry is a Blackbaud Company
Keeping it simple
Prospect Website
Gather InformationUse Email
DatabaseDatabase
eTapestry is a Blackbaud Company
Question:
Should a Non Profit host it’s own web site?
eTapestry is a Blackbaud Company
Use All Your Tools
Together
Use All Your Tools
Together
PrintOther Tools
An Integrated Strategy
In In Person Person MeetingsMeetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
eTapestry is a Blackbaud Company
Be Like Martha or Oprah Be Like Martha or Oprah
Both are Masters of Multi-Channel Marketing!
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
Example Plan
Sept Oct Nov. Dec
E-Newsletter 9/15 10/15 11/15 12/15
Pre Telemarketing e-mail
9/20
TM campaign starts 10/1
Year end direct mail 11/20
Year End E-Mail hits 1 and 2
12/20 / 12/28
eTapestry is a Blackbaud Company
The Message &
The Medium
The Message &
The Medium
Each medium has a style that works best Audiences are different Messages don’t need to be identical Shop others Test!
eTapestry is a Blackbaud Company
Integrate Online and Offline
Appeals
Integrate Online and Offline
Appeals
Mention Benefits & Ease Of Online Contributions
eTapestry is a Blackbaud Company
Use E-Mail & Direct Mail
Together
Use E-Mail & Direct Mail
Together
eTapestry is a Blackbaud Company
Use All Your Tools
Together
Use All Your Tools
Together
PrintOther Tools
An Integrated Strategy
In In Person Person MeetingsMeetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
PodcastsPodcasts
eTapestry is a Blackbaud Company
EpilogueEpilogue
10 Technology Resolutions for 2009
Sarah Robbins
Director of Emerging Technologies
Mediasauce
eTapestry is a Blackbaud Company
1. Set up a Gmail Account1. Set up a Gmail Account
eTapestry is a Blackbaud Company
2. Post Pics to Flickr2. Post Pics to Flickr
eTapestry is a Blackbaud Company
3. Try a Microblog3. Try a Microblog
eTapestry is a Blackbaud Company
4. Create a Google Alert 4. Create a Google Alert
eTapestry is a Blackbaud Company
5. Set Up an RSS5. Set Up an RSS
eTapestry is a Blackbaud Company
6. Share a YouTube Video6. Share a YouTube Video
eTapestry is a Blackbaud Company
7. Really Use Your Cell Phone(Send a text or a video)
7. Really Use Your Cell Phone(Send a text or a video)
eTapestry is a Blackbaud Company
8. Join a Social Network8. Join a Social Network
eTapestry is a Blackbaud Company
9. Share PowerPoint Slides(Save a tree or two!)
9. Share PowerPoint Slides(Save a tree or two!)
eTapestry is a Blackbaud Company
10. Play a Video Game10. Play a Video Game
eTapestry is a Blackbaud Company
Thank you!Thank you!
Jay B. LoveCo-Founder and CEO