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Avectra Users & Developers Conference (AUDC) Presentation by Smita Vadakekalam from Heller Consulting on Fundraising and the Power of CRMTRANSCRIPT
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Fundraising and the Power of CRM
March 4, 2013
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Today’s Speakers
Smita VadakekalamDirector of Professional ServicesHeller Consulting
Steve WernerManager, Sales EngineeringAvectra
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About Heller Consulting
16 Years – 900 Clients – 2,000 Projects
San Francisco, Chicago, New York, Boston
30+ People – Smart, Skilled, Committed
100% Nonprofit
Experience
Places
People
Focus
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Heller Consulting Service Areas
Needs Analysis and Software Evaluation
Conversion and Implementation
Cleaner Data, Better Business Practices
Leverage Data for Strategic Growth
Strategy
Implement
Optimize
Grow
Our Goal: Empower nonprofits to work efficiently and effectively
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Poll
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Objectives
• Understand fundraising strategies
• Understand how CRM can make that more effective
• Understand how Avectra’s products support that strategy
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Fundraising Yesterday and Today
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Strategies
• Direct Mail• Telemarketing• Major Gifts• Planned Giving• Corporate &
Foundation Grants• Email• Websites• Facebook / Twitter,
private networks
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Direct Mail Fundamentals
• Direct appeal for money via the mail
• Targeted Segmentation• Seeds other Strategies
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Direct Mail – How CRM Supports
• Target based on a wide variety of interactions
• Better reporting
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Telemarketing Fundamentals
• Most commonly used with universities
• Very expensive• Seeds other strategies
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Telemarketing– How CRM Supports
• Better demographic data
• CRM can show us the critical pieces of information about a donor or prospect during the call
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High Touch Fundamentals
• Major Gifts• Foundation &
Corporation Grants• Planned Giving
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High Touch– How CRM Supports
• Understand how engaged an individual is with you
• Understand company’s involvement
• Identify prospects
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Online Fundamentals
• Email & Websites• Mobile giving
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Online– How CRM Supports
• Providing targeted content increases likelihood of giving
• Websites can dynamically render based on constituent data
• Email targeted based on CRM knowledge
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Social Fundamentals
• Facebook, Twitter, private networks
• Not as direct as fundraising strategy
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Social– How CRM Supports
• Makes people more engaged
• Increases visibility of your organization
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Nonprofit Fundraising Survey 2011
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Summary
Lots of strategies to try!CRM supports those strategies
Implement Strategy
Analyze/Revise Strategy
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Questions?
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Resources
Fundraising
Chronicle of Philanthropy - http://philanthropy.comFoundation Center - http://foundationcenter.org/Association of Fundraising Professionals - http://www.afpnet.org
Fundraising & Technology
Heller Consulting – http://www.connectedcause.com
Fundraising & netFORUMhttp://fundraising.avectra.com/solutions/donor-management-fundraising.php
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www.teamheller.com • 800-794-0774
www.theConnectedCause.com
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RFM Report
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Messaging Campaign
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Major Gift
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Planned Giving
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Corporations and Foundations
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Moves Management
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Website
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Social