Download - Gi Summer Symposium 2009 Short
Is Technology a Bother to
Fundraising or is it Essential?
July 2009
Jay B. Love CEO eTapestry Division of Blackbaud
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #2
A Quick Survey
What do you check first after lunch?
How many have:a. cell phone b. email account c. Facebook/LinkIn/My Space
account d. Twitter account e. Your own blog or podcast
What is your Home Page on the Internet?a. Search engine b. “my page” on a search engine c. Facebook
d. NPO/Corp page e. Giving Institute f . Other application
Do any of your clients want to tap into the Web?
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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The Rules Still Apply
(It’s all about relationships…not technology)
Is Technology a Bother to Fundraising or is it Essential?
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Use All Your Tools Together
PrintOther Tools
An Integrated Strategy
In In Person Person
MeetingsMeetings
Phone
Events
Blogs
Text Messaging
Social Networking Sites
Your Web Site
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #7
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?
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #8
Copyright 2002 - Gilbert Research
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #9
15% to 20% of all corporate email is marked as spam
19% is the average open-rate for nonprofit emails
4% is the average conversion rate for nonprofit emails
40% of email clickthroughs are lost at the landing page
50% of people will open an email in the first 9 hours
75% of all email is spam
Sources: MarketingSherpa, Nonprofit Times, ClickZ, Wired, Blackbaud
Key Facts and Figures
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #10
Why Has Email Become So Important?
People are busy…they want to communicate/interact on their own time
Email is inexpensive…or at least it seems that way
Email provides virtually instant access to friends and supporters
Email is a great equalizer Email is measurable
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #11
Reads email before snail mail
More comfortable online
Busy, satisfies interests on own schedule
Expects information to be personalized
Expects immediate feedback
Demands information on progress/stewardship
Wants a way to share experiences with others online
Today’s Supporter
Is Technology a Bother to Fundraising or is it Essential?
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o You must be relevant!
o You must be meaningful!
o You must be personal!
The Market is Noisy
Is Technology a Bother to Fundraising or is it Essential?
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No Email List? No Problem…
Whether you have some contacts or are starting from scratch, anyone can grow a strong email list
The three most important factors in effective email list-building are:– Where and how you acquire the addresses– How you welcome each new subscriber – How you manage the relationship after the opt-in
Source: EmailLabs
Is Technology a Bother to Fundraising or is it Essential?
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Grow Your List Online
Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures
Use Search Engine Optimization/Marketing to increase traffic and subscriptions
Investigate alliances or partnerships with similar or complementary organizations to reach common supporters
Advertise your newsletter/services/cause through a 3rd party list
Is Technology a Bother to Fundraising or is it Essential?
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Grow Your List Offline
Ask for email addresses at every touch point
Instruct staff to capture email addresses over phone when appropriate
Include your website address on all printed materials
Offer an incentive to register (contest, raffle) to collect emails
Is Technology a Bother to Fundraising or is it Essential?
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Now that I have permission…
Hook them early, and keep them engaged over time
Optimize the welcome message
Send follow up message within a week (or less)
After a few months of active email, survey lists to see if you are meeting expectations
Is Technology a Bother to Fundraising or is it Essential?
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Why Segmentation is Important
Segmentation breaks your audience into manageable parts
If the goal is building relationships, it helps to know who you are talking to
Segmenting your list will lead to more targeted messages
If you don’t segment, you are treating every one of your recipients like they are the exact same type of person
Is Technology a Bother to Fundraising or is it Essential?
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How Important is that Header?
80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message
73% based that decision on the "From" name
69% percent based the decision on the subject line
Source: 2007 Email Sender and Provider Coalition (ESPC) study
Is Technology a Bother to Fundraising or is it Essential?
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Use Landing Pages to Increase Conversions
So I got them to click…now what? Landing pages are a natural extension of email,
regardless of message The goal of most landing pages is to persuade a
visitor to complete a transaction Landing page effectiveness is measured by
conversion rate You should test landing page elements like you
would test email or direct mail
Is Technology a Bother to Fundraising or is it Essential?
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Example Landing Page
Is Technology a Bother to Fundraising or is it Essential?
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Designing for Mobile Devices
Mobile readers are more likely to scan your email rather than reading
Include compelling call to action in the first 15-25 characters of your subject line
Avoid “top heavy” images in the design
Use “alt-tags” on images In addition to testing email browsers,
test messages in handheld devices
Designing the email (html)
Is Technology a Bother to Fundraising or is it Essential?
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The Final Step is to Test
Determine which elements you want to test Determine which segments you want to test Determine how large your sample size will be Determine how you will keep track of results Determine method of testing you want to use
Is Technology a Bother to Fundraising or is it Essential?
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Deliverability =
Open Rate =
Clickthrough Rate =
Unsubscribe Rate =
Conversion Rate = or
# Unsubscribes
(Sent – Bounced)
# Unique Clicks
(Sent – Bounced)
# Unique Opens
(Sent – Bounced)
(# Sent – Bounced)
# Sent
# Actions Completed
(Sent – Bounced)
# Actions Completed
Unique Responders (Clicks)
Source: Email Marketing by the NUM8ERS
The Metrics that Matter
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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A Few Email Design & Usage Tips
1. Keep truly important items above the fold
2. Use testimonials on all sign-up pages
3. Ask subscribers to add your from address to their address book
4. Host images on your web site rather than embedding them
5. Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions)
6. Develop your own writing style that readers will learn to love (people adore stories, so tell many . . . )
Is Technology a Bother to Fundraising or is it Essential?
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10 Tactics for Avoiding Spam Filters
1. Use a commercial email service (database tie in is best)
2. Don’t use bright or crazy fonts3. Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!
4. Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc
5. Make sure your WYSIWYG editor creates CLEAN HTML code
6. Keep graphics to a safe level, equal amount of text or more
7. Spell words properly
8. Always use the same “From”
9. ALWAYS include an “opt out” option
10. Communicate regularly (Monthly at worst, weekly is best)
Is Technology a Bother to Fundraising or is it Essential?
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Professional Email is Economical5,000 emails $99 .02
25,000 emails $400 .016
50,000 emails $650 .013
100,000 emails $1000 .01
250,000 emails $2000 .008
500,000 emails $2500 .005
Plus 3 - 20 times the success in delivery!
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Use All Your Tools Together
PrintOther Tools
An Integrated Strategy
In In Person Person
MeetingsMeetings
Phone
Events
Blogs
Text Messaging
Social Networking Sites
Your Web Site
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #33
“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
Is Technology a Bother to Fundraising or is it Essential?
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They’re at your website, now what do they do?
1. Can they engage?
2.2. Can they add content?Can they add content?
3. Is there a reason to return?
Your goal – to get something from them!
Is Technology a Bother to Fundraising or is it Essential?
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1. Learn from your content(Start with Google Analytics to see how many unique visitors you have, how they found you, what they viewed,
where they stayed the longest, and what content produced actions.)
2. Make your content easy to consume(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.)
3. Make your content ever changing
(Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.)
4. Make your site easy to find(Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn,
YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)
Keys to Building a Successful Web Site
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Email Strategy at Work!
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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How about a $2,500 Web Site!
Is Technology a Bother to Fundraising or is it Essential?
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Question:
Should a Non Profit host it’s own web site?
Is Technology a Bother to Fundraising or is it Essential?
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Keeping it simple
Prospect Website
Gather Information
Use Email
DatabaseDatabase
Is Technology a Bother to Fundraising or is it Essential?
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Tips on Improving On-Line Donations/Sign-ups
Use large and colorful donate/sign-up buttons Do not take them away from your site Have SSL in place! Ruthlessly streamline forms Give visitors only ONE action to take Avoid distractions (no other links or navigation) Always mention the NPO’s mission Be conservative with suggested gift values
Landing on Gold - Optimizing Your Donation Landing Pages to Increase Giving Donordigital April 2009
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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April 2009 Data comScore Video Metrix Service
78.6% of total U.S. Internet audience viewed online video. Average video viewer watched 385 minutes of video, or 6.4
hours 107.1 million viewers watched 6.8 billion videos on
YouTube.com (63.5 videos per viewer) 49 million viewers watched 387 million videos on
MySpace.com (7.9 videos per viewer) The duration of the average online video was 3.5 minutes
Is Technology a Bother to Fundraising or is it Essential?
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Video is a Magnet forYour Web Site!
“Most viral video
of all time!”
Could her storybe told in any other manneras strongly?
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Blog
MySpace
YouTube
eNews
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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“NY Times Web Site Story”
Is Technology a Bother to Fundraising or is it Essential?
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“Web Site Story Continued”
Gift for Promotion
charity: water
* 11 Employees
* 500,000 Followers
on Twitter
* 500 Donors Cover
all Admin Costs
* Donors can Locate
Their Well on Web
via Google Earth
Is Technology a Bother to Fundraising or is it Essential?
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“Web Site Story Continued”
charity: water
* Raised $250,000
via Twitterfest
* Raised $965,000
via Sept. Birthdays
* Tons of Video
* Easy to Engage
* Giving is Joyous
* Infectious with
Youth/Boomers!
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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charity: water
1. Was the $250,000 raised via Twitter the key fact?
2. Was the $975,000 raised from Sept. birthdays the key fact?
3. Is the way they have harnessed web/video technology the key?
4. How about how they show impact via Google Earth?
Communicating daily w/ 500,000+ followers!
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #61
Use All Your Tools Together
PrintOther Tools
An Integrated Strategy
In In Person Person
MeetingsMeetings
Phone
Events
Blogs
Text Messaging
Social Networking Sites
Your Web Site
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #62
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Podcasts
Is Technology a Bother to Fundraising or is it Essential?
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Some Thoughts to Ponder on Social Networks
“My own "ah ha!" moment came recently on my birthday. In my personal email account, I found 33 notifications from Facebook that friends had left birthday greetings on my Facebook page, but only two regular emails with birthday greetings.” (54 yr old male)
“Most interactions now come from my social networks. Not only do my birthday greetings come via Facebook and Twitter, but almost all of them were made where other people could see them. Those public greetings prompted several others to add their own.” (52 yr old female)
“Email messaging — the main tool of most nonprofits for "push" marketing — will need to meet a higher and higher bar in terms of relevance, or it will be increasingly ignored.” (61 yr old male)
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #70
More Thoughts on Social Networks . . .“When I was in sixth grade, I was crazy about the girl who sat next to me, but I didn't think she could possibly have the same feelings about me. When Mrs. Green changed everyone's seats, the girl sent me a note through an intermediary, Sherry, who was now sitting next to me. The note said, "Do you like me?" I turned around and saw her sheepishly smiling. After recovering from a brief but intense panic attack, I sent back a note that told her I did. Ah, first love!”
“Last week I got another note from her. This time the intermediary was not Sherry, though. It was Facebook.”
“Facebook is affecting my life in ways I wouldn't have imagined just a few short months ago. In addition to the innocent hello from my first flame, I have had a dialogue with a cousin I haven't seen in 25 years.”
“When you think about the metrics that matter most to people -- audience reach, composition and engagement -- you realize that there is no site in the world that will be able to compete with Facebook in delivering results!”
Kevin Mannion, On-Line Publishing, February , 2009
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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2009 Facebook Demographic and Statistics Report The most troubling statistics we’ve seen are that there are 16.5% less high school users, and 21.7%
less college users. There have been rumors that these younger user groups are being alienated by their parents joining the service, and this data seems to prove it.
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Which of the following types of social media does your charity currently use?
33%34%32%
41%
26% 25%
13%
79%
57%
30%
36%
79%
16%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Video Blogging
SocialNetworking
Blogging Podcasting Message/BulletinBoards
Wikis Do Not UseAny
2007
2008
Is Technology a Bother to Fundraising or is it Essential?
Giving Institute Summer Symposium — San Juan 2009 | Jay B. Love | Page #78
Do you monitor social media for buzz, posts, conversations and news about your organization?
1%
33%
66%75%
0%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No No Response
2007
2008
Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Is Technology a Bother to Fundraising or is it Essential?
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Social Networks Hints for Success
It is not FREE, resources are required Being present is not enough, engage Be authentic, otherwise you will be exposed fast Integrate, don’t imitate other mediums Endorsements matter, think forwarded emails! Measure Have something to say, must be regular or it dies fast
Stephanie Miller, Email Insider, 2009
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Thank you!
Jay B. Love
CEO eTapestry Division
Blackbaud