the new world of web communications
TRANSCRIPT
eTapestry is a Blackbaud Company
Jay Love, ePMT
Co-Founder and CEO
The New World of Web Communications:
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
The Rules Still Apply
(It’s all about relationships…not technology)
eTapestry is a Blackbaud Company
2006 Contributions: $295 Billion
Source: Giving USA Foundation – AAFRC Trust for Philanthropy
83% of All Monies Given by Individuals!83% of All Monies Given by Individuals!
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
Demographics of Internet Users
Demographics of Internet Users
Educational AttainmentEducation Level Percentage
College + 91%
Some College 84%
High School 64%
Less than High School 40%
Source: Pew Internet & American Life Project, 2006
eTapestry is a Blackbaud Company
Demographics of Internet Users
Demographics of Internet Users
Annual Household IncomeIncome Level Percentage
$75,000+ 91%
$74,999 – $50,000 86%
$49,999 – $30,000 80%
Less than $30,000 53%
Source: Pew Internet & American Life Project, 2006
eTapestry is a Blackbaud Company
Why Now?Why Now?
Most Popular Online Activities
Number of Participants
Source: Pew Internet & American Life Project, 2005
182M
169M
157M
155M
145M
135M
22M
eTapestry is a Blackbaud Company
*Estimates provided by ePhilanthropy Foundation
Estimate 2001 = $550 millionEstimate 2002 = $1.1 BillionEstimate 2003 = $1.9 BillionEstimate 2004 = $2.62 BillionEstimate 2005 = $4.53 BillionEstimate 2006 = $8.15 BillionEstimate 2007 = 15.77 Billion
*The United States represents slightly more than ½ the Global Online Philanthropic Market
Online Giving Estimates*Online Giving Estimates*
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
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
Use All Your Tools
Together
Use All Your Tools
Together
PrintOther Tools
An Integrated Strategy
In Person Meetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
eTapestry is a Blackbaud Company
Start With A PlanStart With A Plan
What are the goals? How will we measure success? What are the specific tactics? Do we need any new tools or assistance? Who is responsible for what? Is everyone on the same page?
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
Power Of Your Web SitePower Of Your Web Site
More than 50% said that they would NOT have taken further action if they had not first visited charity Web site
Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation
eTapestry is a Blackbaud Company
A “before” and “after” example A “before” and “after” example
eTapestry is a Blackbaud Company
PrivacyPrivacy
DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website
http://www.the-dma.org/privacy/creating.shtml
eTapestry is a Blackbaud Company
Needle in a Needle StackNeedle in a Needle Stack
eTapestry is a Blackbaud Company
Breakthrough the ClutterBreakthrough the Clutter
eTapestry is a Blackbaud Company
Keeping it simple
Prospect Website
Gather InformationUse Email
Database
eTapestry is a Blackbaud Company
INTEGRATION is the KEY!
Next Steps
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 Develop campaigns or themes Test!
eTapestry is a Blackbaud Company
Integration on Web SitesIntegration on Web Sites
Does it accept donations by credit card? 94% Does it have a blog? 53% If you have a blog, can readers comment on it? 54% If you have a blog, does it have links to other blogs
52% Do you post any videos on your website? 75% Do you have podcasts on your website? 32% Do you host message boards? 22% Do you provide an RSS feed to your website? 29%
• Overbrook Foundation Survey of Human Rights NPO’s in 2007
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
Email TelemarketingEmail Telemarketing
eTapestry is a Blackbaud Company
Personalized Fundraising PagesPeer Fundraising Online
Personalized Fundraising PagesPeer Fundraising Online
eTapestry is a Blackbaud Company
Results: Personalized Event Fundraising
Results: Personalized Event Fundraising
Average volunteer sends over 30 emails One in four emails sent by a volunteer
results in a donation Average online event gift is $59 which is a
50% increase over the average off-line gift Many volunteers reach their stated FR
Goal!
eTapestry is a Blackbaud Company
Personalized Event Fundraising
Personalized Event Fundraising
eTapestry is a Blackbaud Company
Personalized Event Fundraising
Personalized Event Fundraising
eTapestry is a Blackbaud Company
Build a CommunityBuild a Community
eTapestry is a Blackbaud Company
Build a CommunityBuild a Community
eTapestry is a Blackbaud Company
Build a CommunityBuild a Community
eTapestry is a Blackbaud Company
Keys To SuccessKeys To Success
Plan
Take an Integrated Approach
Timely & Focused - Act Quickly When Needed
Test Something New All The Time
“SHOP” Others
Think Targeted One-To-One Marketing
People Give to People
Have Fun!!!!
eTapestry is a Blackbaud Company
What it is and What it Can What it is and What it Can Mean to Your OrganizationMean to Your Organization
Web 2.0
eTapestry is a Blackbaud Company
Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0
Web 1.0 refers to first generation Web-based content that was typically one-way static communication.
Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.
eTapestry is a Blackbaud Company
Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0
eTapestry is a Blackbaud Company
Web 2.0 BuzzwordsWeb 2.0 Buzzwords
eTapestry is a Blackbaud Company
Source: The Wall St. Journal , 2006
Online Video Use has
Exploded
Online Video Use has
Exploded
eTapestry is a Blackbaud Company
Fun VideoFun Video
eTapestry is a Blackbaud Company
Video is EasyVideo is Easy
eTapestry is a Blackbaud Company
Video is Faith BasedVideo is Faith Based
eTapestry is a Blackbaud Company
"Build, learn, and make mistakes as you go – you'll know more about what you're doing as you're doing it, instead of before you do it."
– Jason Fried, 37 Signals
eTapestry is a Blackbaud Company
Social Networking BoomSocial Networking Boom
eTapestry is a Blackbaud Company
Social Networking BoomSocial Networking Boom
1,313
Friends
12,309
Friends
18,047
Friends
25,037
Friends
eTapestry is a Blackbaud Company
7 Tips for Successful Social Network
Campaigns
7 Tips for Successful Social Network
Campaigns
1. Meet people where they are
2. Leverage network partners
3. Be everywhere you can, but prioritize
4. Keep on top of you costs
5. Be prepared for the BIG moment
6. Let the community take over your message
7. Keep calls to action SIMPLE
Christine.net 2007 by Christine Herron
eTapestry is a Blackbaud Company
Social Networking and
Video
Social Networking and
Video
eTapestry is a Blackbaud Company
Widgets on Social SitesWidgets on Social Sites
eTapestry is a Blackbaud Company
Go to Them (e.g. RSS)Go to Them (e.g. RSS)
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
eTapestry is a Blackbaud Company
RSS in ActionRSS in Action
eTapestry is a Blackbaud Company
VideoVideo
eTapestry is a Blackbaud Company
PodcastsPodcasts
eTapestry is a Blackbaud Company
Easy to Learn HowEasy to Learn How
eTapestry is a Blackbaud Company
Message BoardsMessage Boards
eTapestry is a Blackbaud Company
Wikipedia ExposureWikipedia Exposure
eTapestry is a Blackbaud Company
"Do one thing every daythat scares you."
– Eleanor Roosevelt
"We have a strategic plan. It's called doing things."
– Herb Kelleher
eTapestry is a Blackbaud Company
Oprah or Martha Would be Proud!Oprah or Martha Would be Proud!
eTapestry is a Blackbaud Company
Oprah or Martha Would be Proud!Oprah or Martha Would be Proud!
eTapestry is a Blackbaud Company
"A year from now you maywish you had started today."
– Karen Lamb
eTapestry is a Blackbaud Company
EpilogueEpilogue
10 Technology Resolutions for 2008
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. Love, ePMTCo-Founder and CEO
http://www.savefile.com/files/1512163