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Change has always been inevitable, but the rate of change in today’s connected world is unprecedented. So how do nonprofit organizations keep pace with emerging trends that directly impact constituent engagement and fundraising success? This slide deck was originally presented as a StratusLIVE webinar hosted by The Nonprofit Times Magazine and covers: - discovering emerging trends in the digital, mobile, social, omni channel world - identifying new opportunities to strengthen full constituent life-cycle management to maximize donor-centric processes, and fundraising success, and - developing fundraising and marketing strategies to help nonprofits reach organizational goals through teamwork, collaboration, and leveraging commercial technology.
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StratusLIVE is a registered Trademark of StratusLIVE, LLC.
This slide deck is the property of StratusLIVE, LLC.
© 2014 StratusLIVE. All rights reserved.1
Today’s Best Practices forNonprofit Engagement
Emerging Trends:
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.2
Introductions
John McIlquhamPresident & PublisherThe Nonprofit Times
Host
Jim FunariCo-founder & CEOStratusLIVE
Speakers
Chris JohnsonDirector of MarketingStratusLIVE
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.3
Agenda
Today:
> Discover emerging trends in the digital, mobile, social, omni channel world
> Identify new opportunities to strengthen full constituent lifecycle management
> Develop fundraising and marketing strategies to reach organizational goals
> Q&A
StratusLIVE is a registered Trademark of StratusLIVE, LLC.
This slide deck is the property of StratusLIVE, LLC.
© 2014 StratusLIVE. All rights reserved.4
Today’s Best Practices forNonprofit Engagement
Emerging Trends:
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.5A
pp
s
Your Constituents Are Everywhere
Sources: http://www.themillennialimpact.com/research-2012 | http://ipod.about.com/od/iphonesoftwareterms/qt/apps-in-app-store.htm http://techcrunch.com/2014/06/02/itunes-app-store-now-has-1-2-million-apps-has-seen-75-billion-downloads-to-date
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media
Se
arc
h
So
cia
l N
etw
ork
s
1.32B 540M 271M 187M 200M 53M
Personal & Cross Cultural
Technical & Less Cluttered
Quick & Personal
Professional & Educational
Mobile & Visual
Personal Interest
12B 3.5B 1.4M 1.2M
Monthly Active Users
Monthly Searches Total Available Apps
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.6
Your Constituents Are Mobile
http://www.businessinsider.com/local-mobile-makes-big-data-real-2013-10
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.7
The Digital Data Explosion
The International Data Corporation estimates that the world's information now doubles about every year and a half.
• More than 204 million email messages
• Over 2 million Google search queries
• 684,000 pieces of content shared on Facebook
• More than 100,000 tweets
Every 60 seconds of every day:
Source: http://www.webopedia.com/quick_ref/just-how-much-data-is-out-there.html
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.8
Omni Channel Is Here
Source: http://www.cds-global.com/blog/an-omni-channel-fundraising-approach
Constituents are already Omni Channel> Simultaneous channels> Seamless brand experience> Consistent messaging and interactions
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.9
Business Intelligence Is A Top Priority
Source: http://www.gartnerinfo.com/ea16/EA2014Profile.pdf
Technology Executives are investing in BI and Analytics
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.10
Emerging Trends Summary
Next up: BEST PRACTICES
• Your constituents are everywhere• Your constituents are mobile• Digital data explosion• Omni channel is here• Business Intelligence is a top priority
StratusLIVE is a registered Trademark of StratusLIVE, LLC.
This slide deck is the property of StratusLIVE, LLC.
© 2014 StratusLIVE. All rights reserved.11
Today’s Best Practices forNonprofit Engagement
Best Practices:
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.12
About Best Practices…
Re-evaluate best practices regularly to create an agile learning culture
Strategy:
Tactics:> Align & revise where needed> celebrate continual improvement> make room for mistakes> reduce resistance to change
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.13
70% of respondents cite the need to improve collaboration as the number one goal for increased productivity.
Best Practice: Tear Down Silos
http://www.ventanaresearch.com/ngwm
Tear down silos that hinder collaboration
Strategy:
Tactics:
> Foster teamwork> Promote information sharing> Eliminate disconnected processes> Utilize collaborative technology solutions
70%
Next Generation WorkforceManagement Research:
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.14
Best Practice: Stop Using Point Solutions
Each Additional Point SolutionUsually Adds:
Focus on comprehensive solutions
Strategy:
Tactics:
> Source solutions which solve multiple problems
> Consider total cost of ownership> Insist on consolidated solutions
Cost Delay
Risk Errors
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.15
The Commercial Platform Difference:
> $10B Research and Development
> Over 40,000 Organizations Worldwide
> Over 4 Million Users
> Native Integration across features
> Native Integration to Outlook & Office
> Large ecosystem of apps, developers, and educational materials
Best Practice: Leverage a Commercial Platform
Strategy:
Tactics:
Adopt a single comprehensive commercial platform to serve all stakeholders
> Solve more than one problem at a time> Avoid vendors who build their own proprietary platforms> Eliminate disconnected point solutions
Nonprofit CRM: The Constituent Centric Technology Platform
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.16
Improved efficiency
61%
Better Integration
10%
More Features
15%
Other14%
Top Reasons for EvaluatingNew Nonprofit Software
Best Practice: Streamline and Simplify
Strategy:
Tactics:
Streamline & simplify to create an agile, effective organization
> Encourage staff input> Replace outdated processes> Automate wherever possible> Focus on higher-value activities
Source: http://www.softwareadvice.com/nonprofit/buyerview/report-2014
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.17
Best Practice: Prioritize Content Marketing
Strategy:
Tactics:
Learn and prioritize content marketing as a discipline
> Tell a story to demonstrate impact> Create and distribute original, high-value
content> Rethink your marketing spend> Train and Hire Marketing Technologists> Listen to Digital Natives
In the mobile, social, omni channel world, keeping donors engaged is harder than ever. Make sure people are informed & engaged with your brand so the ask has a better chance for success
Source: http://www.slideshare.net/CMI/2014-nonprofit-cintent-marketing-research-benchmarks-budgets-and-trendsnorth-america
25%“Have Documented
Strategy”
42%“Apply Resources
or Time”
92%“PrioritizeContent Marketing”
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.18
86 % 85 % 84 %
71 % 68 %
56 %51 %
47 %
33 %
0
10
20
30
40
50
60
70
80
90
100
Best Practice: Align Content Delivery Channels
Top 10 Content Marketing Channels for Nonprofits
Strategy:
Tactics:
Ensure content and channels align to your donors
Source: http://contentmarketinginstitute.com/2013/11/nonprofit-2014-content-marketing-research
> Reach donors where they are> Match content medium to
preferred channel> Build once, deliver everywhere> Use content to position the
“ask”
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.19
Best Practice: Enhance Engagement Strategies
Cause Concepts & Interest AlignmentAcquisition, Lift, RetentionLifetime value
Non-financial interactions & participationsReferrals & influenceInteraction trend analysisPredictive Analytics
Strategy:
Tactics:
Align People, Processes, and Technology with a single purpose: Building Healthy Relationships
> Maintain Fundamentals> Capture, Track, and Measure
Engagement Health Indicators> Automate and use system self
learning> Insist on real-time analysis
TraditionalFundraising
Measurements
EngagementIndicators
Maximized Fundraising & Operational Performance
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.20
Best Practice: Go Beyond RFM to Lifecycle Management
Strategy:
Tactics:
Expand on traditional fundraising models to increase performance
> Maintain Fundamentals> Consider non-financial data> Build scoring systems and
automated alerts> Monitor engagement trends and
touch points over time
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.21
Best Practice: Use Data for Better Decision-Making
Strategy:
Tactics:
> Adopt business intelligence technology> Establish data capture mechanisms> Combine, analyze, and test for
predictive outcome management> Leverage data enrichment sources
Implement a Data Driven Decision Making Framework
http://www.bain.com/publications/articles/big_data_the_organizational_challenge.aspx
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.22
Best Practice: Develop Instruments to Guide Performance
• Engagement Index• Capacity Analysis• Churn Management• Influencer Development• Cultivation & Moves Management• Campaign Performance
Strategy:
Tactics:
Develop key indicators and master dashboards to guide organizational performance
> Establish Performance Indicators> Capture, Track, and Measure> Automate and use system self learning> Insist on real-time analysis
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.23
Best Practice: Cultivate Integrated Roles
http://marketingland.com/marketing-technologists-are-the-secret-weapon-of-conversion-optimization-66888
http://www.socialmediatoday.com/content/how-transform-yourself-marketing-technologist
Strategy:
Tactics:
Cultivate marketing technologists to leverage emerging trends
> Hire for culture, train for specific skillsets> Emphasize the value of tech competencies> Encourage personal knowledge development
The explosion of digital data is paving the way for a new breed of marketer: The Marketing Technologist
> Digital native> Active on social media> Enjoy problem solving> Collaborate with others> Artfully blend creative & technical> Understand analytics and ROI
Analytical
CreativeTechnical
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.24
Best Practices Summary
Next up: Q & A
Tear Down SilosStop Using Point SolutionsLeverage a Commercial PlatformStreamline & SimplifyPrioritize Content MarketingAlign Content Delivery
Enhance Engagement StrategiesGo beyond RFMUse Data for Decision MakingDevelop Instruments to Guide PerformanceCultivate Integrated Roles & Skillsets
StratusLIVE is a registered Trademark of StratusLIVE, LLC.
This slide deck is the property of StratusLIVE, LLC.
© 2014 StratusLIVE. All rights reserved.25
Q & A:
StratusLIVE is a registered Trademark of StratusLIVE, LLC. This slide deck is the property of StratusLIVE, LLC. © 2014 StratusLIVE. All rights reserved.26
Thanks for Attending
Chris [email protected]
757-273-6324
www.stratuslive.com