1. 1. The New Donor Engagement Reality presentation was presented at the Community Foundations of Canada 2015 Conference on May 8, 2015, by Ann-Marie Harrington, President of Embolden. This PDF file is intended to be used for reference for the attendees at the session. We would prefer if you did not disseminate this PDF without our permission. Please keep in mind that this information may become outdated. Technology and online communication strategies change and develop over time. For more information, please contact info@embolden.com.
2. 2. The New Donor Engagement Reality The New Donor Engagement Reality Bottom Line Priorities for the Online Experience Bottom Line Priorities for the Online Experience
3. 3. Thank You!
4. 4. Embolden is a full-service, digital communications firm with deep knowledge of the community foundation and nonprofit sector. We partner with you to: Create, Implement & Track.
5. 5. Crown Philanthropic Solutions is the firm behind DonorFirstTM and Donor Experience Management (DExMTM)
6. 6. How Many?How Many?
7. 7. Key PointsKey Points 44% of survey respondents reported that they do not have any staff dedicated to digital strategy 66% of respondents from organizations with 76 or more full time staff noted that they do have a dedicated team 44% of survey respondents reported that they do not have any staff dedicated to digital strategy 66% of respondents from organizations with 76 or more full time staff noted that they do have a dedicated team 2015 Digital Outlook Report
8. 8. 95% Defining donor engagement 95% of community foundations included in the research identify donoridentify donoridentify donoridentify donor engagement as a top priorityengagement as a top priorityengagement as a top priorityengagement as a top priority, but only 27% of the strategic plans reviewed demonstrate that a foundation has adopted aadopted aadopted aadopted a well-defined metric to measure success. 27%
9. 9. Inspiration
10. 10. Exercise
11. 11. Lets set the stage on giving
12. 12. Charitable Giving Between 2010 and 2013, the total amount donated by Canadians to charitable or non-profit organizations increased by 14% to $12.8 billion. 14%
13. 13. Total Giving The latest statistics (2010) of Canadians aged 15 and over (about 23.8 million Canadians) 84% of Canadians donate $10.6 B donated by Canadians annually $446 average annual gift by Canadian donors
14. 14. Generation Y (or Gen Y, born 1981 1995) Generation X (or Gen X, born 1965 1980) Baby Boomers (or Boomers, born 1946 64) Civics (born 1945 or earlier)
15. 15. Charitable assets in donor- advised fund accounts total over $50 billion for the first timean increase of nearly 20% over the prior year. Using Donor-Advised Funds as their Preferred Charitable Giving Vehicle
16. 16. The growth rate of new DAF accounts represents a 34% increase over the last seven years. Donor-Advised Fund Report
17. 17. The growth in the number of accounts, the increased contributions to donor-advised funds and the grantmaking made in the United States demonstrates that an increasing number of philanthropists are using donor-advised funds as their preferred charitable giving vehicle. Donor-Advised Fund Report
18. 18. Online Giving
19. 19. Giving Channels
20. 20. Multi-device & MobileMulti-device & Mobile Everyday, more iPhones are sold than babies born Everyday, more iPhones are sold than babies born
21. 21. April 21 was Your Last Chance for Mobile Optimization Before 'Mobilegeddon'
22. 22. Mobile More than 50% of web traffic today comes from mobile. In 2015, you should focus on updating your website, landing pages and emails to be mobile responsive.
23. 23. Smartphone Usage 56% Smartphone penetration as a percentage of the total population 89% Smartphone users searching for local information via their phone 77% Smartphone users researching products via their phone 27% Smartphone users who have made a purchase via their phone Source: WeAreSocial.sg
24. 24. Annual Growth 56% Growth in the number of active internet users +11% since Jan 2014 89% Growth in the number of active social media accounts +5% since Jan 2014 77% Growth in the number of mobile subscriptions +10% since Jan 2014 27% Growth in the number of active mobile accounts +5% since Jan 2014 Source: WeAreSocial.sg
25. 25. Time Spent with Media 4:37hrs Average daily use of the internet via a PC or tablet (internet users) 1:52hrs Average daily use of the internet via a mobile phone (mobile internet users) 2:04hrs Average daily use of social media via any device (social media users) 2:38hrs Average daily television viewing time (internet users who watch TV) Source: WeAreSocial.sg
26. 26. Mobile Activities 24% Percentage of the population using social media apps youtu be 27% Percentage of the watching videos on mobile 21% Percentage of the population playing games on mobile locati on 17% Percentage of the population using mobile location-based search $ 24% Percentage of the population using mobile banking Source: WeAreSocial.sg
27. 27. Seniors Going Mobile (albeit slowly) Seniors Going Mobile (albeit slowly)
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29. 29. Mobile Giving
30. 30. Question: Is this info important to you? Question: Is this info important to you?
31. 31. Question: Who owns this data, research and info in your Foundation? Question: Who owns this data, research and info in your Foundation?
32. 32. The online experience for your donors is becoming increasingly important The online experience for your donors is becoming increasingly important
33. 33. An ongoing research initiative on the evolving donor experience and the challenges that philanthropic institutions face in maximizing the ROI on their donor-facing technology. Crowns Donor Experience Study donorexperienceroi.org
34. 34. The Studys Hypothesis A positive online experience creates a positive return on investment both internally and externally for an organization a negative online experience creates a negative return.
35. 35. Before We Begin We want to recognize that the donor experience extends far beyond what donors do online.
36. 36. WELCOME!What Did We Do with the Research Findings? 6 Pain Points = 6 Opportunities When considered strategically and paired with the right technology, processes and content strategy these opportunities can generate measurable results for your CF, both internally and externally.
37. 37. Internal ROI Market Share: New donors setting up donor advised fund accounts u s er gr o u p st op w at $ Wallet Share: Existing donors adding more dollars to their funds Time Share: Operating cost savings for the donor advised fund administratoror even avoiding cost altogether
38. 38. Propagation: Increasing philanthropy in your community Invigoration: Engaging donors in causes they care about Activation: Leading on important community issues, all of which add up to improved quality of life External ROI
39. 39. 6 Key Pain Points That, if addressed, could lead to a measurable return on investment for community foundations through a comprehensive online experience for both donors and staff The Findings
40. 40. 6 Pain Points: Key Findings 33-37% Off-Line to Online1 33 to 37% of donors at community foundations are proficient in using anare proficient in using anare proficient in using anare proficient in using an online donor management systemonline donor management systemonline donor management systemonline donor management system.
41. 41. Taking time to make time 23% 2 Community foundations estimate they are usingare usingare usingare using approximatelyapproximatelyapproximatelyapproximately 23% of theof theof theof the capability of their online systems tocapability of their online systems tocapability of their online systems tocapability of their online systems to support donor relations efforts.support donor relations efforts.support donor relations efforts.support donor relations efforts. 6 Pain Points: Key Findings
42. 42. 73% Getting the technology house3 Of the largest 100 community foundations, 73% have installed athave installed athave installed athave installed at least four technology productsleast four technology productsleast four technology productsleast four technology products in addition to the online donor account management system. 6 Pain Points: Key Findings in order
43. 43. 85% Can you hear us now4 85% of community foundations in the research indicate that getting the word out and sharing donor stories is a top priority for growth; however, the majority of those foundations struggle with identifying techniques for effectively telling those stories. 6 Pain Points: Key Findings
44. 44. 94% The socially-conscious, mobile 5 An estimated 94% of community foundations recognize that the transfer oftransfer oftransfer oftransfer of wealth to the nextwealth to the nextwealth to the nextwealth to the next----generation creates angeneration creates angeneration creates angeneration creates an urgent need for more technologyurgent need for more technologyurgent need for more technologyurgent need for more technology----savvysavvysavvysavvy donor engagement tools and adonor engagement tools and adonor engagement tools and adonor engagement tools and a redefinition of the philanthropic valueredefinition of the philanthropic valueredefinition of the philanthropic valueredefinition of the philanthropic value proposition.proposition.proposition.proposition. 6 Pain Points: Key Findings next generation
45. 45. 95% Defining donor engagement6 95% of community foundations included in the research identify donoridentify donoridentify donoridentify donor engagement as a top priorityengagement as a top priorityengagement as a top priorityengagement as a top priority, but only 27% of the strategic plans reviewed demonstrate that a foundation has adopted a welladopted a welladopted a welladopted a well----defined metric todefined metric todefined metric todefined metric to measure successmeasure successmeasure successmeasure success. 27% 6 Pain Points: Key Findings
46. 46. What is Donor Engagement?What is Donor Engagement?
47. 47. Exercise: What is the definition of donor engagement to your foundation? Exercise: What is the definition of donor engagement to your foundation?
48. 48. First, donor engagement can mean a lot of things to a lot of foundationsand to your donors.
49. 49. It can span the spectrum from brand evangelist to a simple interaction - or perhaps openness to interact - and that can be across a wide spectrum of interaction levels. It can span the spectrum from brand evangelist to a simple interaction - or perhaps openness to interact - and that can be across a wide spectrum of interaction levels.
50. 50. Generation Y 58% very comfortable (18% doing so now) Generation X 60% very comfortable (17% doing so now) Word of Mouth Comfort Level Sharing Information about Charities Donors Support Boomers 48% very comfortable (13% doing so now) Civics 46% very comfortable (13% doing so now)
51. 51. We check in with them, they check in with us. They ask us for information and advice, and they trust and recommend us. If someone asks, they praise us from the mountaintop. Its going from I like you, to I like-like you, to I love you. Brand Evangelist The Highly Engaged Donor Brand Evangelist The Highly Engaged Donor
52. 52. A simple interaction can be as uncomplicated as a click on a link or performing a search or typing in a URL and then the org serves up information. Simple Interaction Donor Engagement
53. 53. So, how do we move a donor to more involved engagement that result in outcomes tied to your strategy like watching a video. Simple Interaction Donor Engagement VIDEO DONATE SHARE Or, downloading materials, calling for an appointment, or making a donation. To more frequent/more in depth interaction: big donation, becoming a board member, involving friends and family.
54. 54. Chooses to set up a fund. Adds to her fund. Talks about the foundation with her friends. Makes a donation. Becomes a board member. Has a DAF and also gives. Chooses to convert her DAF to endowed after her death. But lets first askwhat is an engaged donor? An engaged donor: These are Outcomes of Donor Engagement
55. 55. Gives to grantees often. Goes to events. Talks to you about her philanthropic wishes. Checks out your site for new stories. Comments on your Facebook page. Wants to know about her community and asks you for help in finding out how she can help. Tweets about your foundationshouts out!
56. 56. Outcomes are Conversions You are converting someone from not-engaged to engaged.
57. 57. Donor Visitor Donor Lead Donor Prospect Donor
58. 58. Communications at a Typical Nonprofit in 2015 Most Important Communications Goals This is a big shift from previous years, with acquiring new donors dropping out of first place (from 53% 50%), and current donor retention surging ahead (from 30% 53%) Thought Leadership Acquiring New Donors General Brand Awareness Retaining Current Donors Engaging Our Community Ranked as Top 3 Goal
59. 59. Providing interesting stories Dynamic videos Better and easy-to-use tools, technology, designs and layouts Better user experience Fabulous events Providing giving opportunities Easy and engaging ways to give grants (DAF) Showing impact, need and solutions Etc. How Do You Move One to Be Engaged
60. 60. Donor engagement is a measurable action taken by a donor (or potential donor) due to interactions with your organizations people, communications, or technology Donor engagement is a measurable action taken by a donor (or potential donor) due to interactions with your organizations people, communications, or technology
61. 61. with satisfaction as the key outcome. with satisfaction as the key outcome.
62. 62. Lets talk about Donor SatisfactionLets talk about Donor Satisfaction
63. 63. Donor Satisfaction
64. 64. Donor Satisfaction
65. 65. Donor Satisfaction: Continued Giving
66. 66. Donor Satisfaction: Responsiveness, Impact & Leadership
67. 67. Donor Satisfaction Net-Net: Community foundations have to focus on improving the way they communicate impact and provide assistance to donors to keep that satisfaction and future giving - and what should give them confidence is that deep community history and knowledge are key to showcasing impact and these things cannot be matched by the larger financial institutions.
68. 68. So, lets do it!So, lets do it! Bottom Line Priorities for the Online Experience Bottom Line Priorities for the Online Experience
69. 69. Your Supporters are: On the Go Impulse Driven Have a Shorter Attention Span Increasingly Use Social Networks More Demanding Want More Personalisation Want More Visibility Want More More More Must Be Accessible from New Channels Must Catch People in the Moment Needs Impactful Messages and Collateral Needs to Go Where They Are Needs to Adapt to New Demands and Utilise New Tools Your organisation: righ t righ t righ t righ t righ t
70. 70. Exercise: Who should own donor engagement & satisfaction in your organization?
71. 71. 9 Tips to Online Donor Engagement
72. 72. Traffic Engagement E-newsletters/email Facebook LinkedIn Twitter Pinterest Blogs SEO SEM Snail mail Design Content strategy Usability Layout Architecture Cross-selling Photos/videos Story telling Inbound Marketing & Content Marketing
73. 73. Exercise: Why do you have an online presence? facebook LinkedIn YouTube Twitter email
74. 74. Why? Getting to the essence 11
75. 75. Where Do We Start?Where Do We Start? 1
76. 76. What Kind of Foundation Are You? 1
77. 77. Why Should Donors Listen?Why Should Donors Listen? 1
78. 78. Whats Your Brand? What are You About? Whats Your Brand? What are You About? 1
79. 79. 1
80. 80. 1
81. 81. 11 1
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86. 86. 1
87. 87. Answer the Hard Questions 1
88. 88. The Really Hard QuestionsThe Really Hard Questions 1
89. 89. Focus on the Why Why does our foundation exist? Why is our foundation valuable? And to whom? Why is our foundation a better option than the alternatives? 1
90. 90. Ask it Like a 4-Year-Old To better the community. o Why? Because no one else can do it. o Why? Because it takes a lot of money and people. o Why? Because these problems are big and complicated. o Ok, well, what needs to be fixed in the community? o How do you help fix it? o Whose actions help you to solve issues and make improvements? Why does our foundation exist? 1
91. 91. 1 Know what you do. Know the benefits. Know why. Get to the Essence
92. 92. 1 Were a non-profit organization on a mission to bring clean and safe water to every person on the planet. Join us. Get to the Essence
93. 93. 1 Get to the Essence
94. 94. Exercise: Get to the essencewhats your why?
95. 95. Establish your criteria for success Lay the foundation 22
96. 96. 22 What are Our Goals?What are Our Goals? 2
97. 97. # 1 Online Goal 2
98. 98. 2 Make them Measurable
99. 99. What does your foundation hope to accomplish? What does your foundation hope to accomplish? In 6 months? 1 year? 2 years?...In 6 months? 1 year? 2 years?... 2
100. 100. Your goals are aligned to your strategy 2
101. 101. RIF will leadby fully leveraging our unique role in the community through the integration of our core enterprises (support for a strong nonprofit sector, proactive philanthropy, and thought-and-action leadership). RIF will transformkey elements of Rhode Islands quality of life by seeking short-term progress and long-term impact within, between, and across four strategic initiatives that leverage the full resources of the Foundation, grants in eight targeted sectors, and select special projects. RIF will inspireby cultivating philanthropic partners who share the Foundations vision for Rhode Island and help us achieve sustainable growth in discretionary, donor directed, and deferred funding. What is Your Strategy?
102. 102. 2 What Will Success Look Like?
103. 103. Measurable + Meaningful Measureable: Increase time on site by 20% within 2 months. Measurable: Increase shares on Facebook by 15% in 3 months. Meaningful: What is having engaging content helping you achieve? Is it helping your audiences take action? Example: We want to make the site more engaging to donors. 2
104. 104. WELCOME! Create a Culture of Measurement Community Foundations must carefully assess their own strategies, processes, technologies, and measures of success as they relate to reporting metrics that can reflect the true ROI of their donors experience 2
105. 105. 2
106. 106. Current Donors Goals Inspire current fundholders to give more and through different funds. Encourage them to open another fund or contribute to an existing one, such as the Foundations operating endowment. Also, encourage friends and family to partner with the Foundation. Also, join 1916 Society and co-fund with us. 2
107. 107. Measures of Success Increased assets by 20% over next 3 years 150 donations via website in 2015 Increase in # funds opened Increase in donor portal logins Increase in DAF grant recommendations Lower bounce rate to 35% Decrease the # phone calls by 50% 2
108. 108. Exercise: Give us a couple of metrics for donor success?
109. 109. Identify and understand your donors 33
110. 110. Whos instrumental to your success?Whos instrumental to your success? 3
111. 111. Prioritize 3 Current donors Professional advisors Prospective donors Contributors Other foundations Nonprofits Community leaders Media Elected officials Scholarship seekers Board Staff Key influencers Grantees Business leaders The general community
112. 112. Prioritize Principal Audiences: Existing Fundholders Agency Fundholders Potential Donors Professional Advisors 3
113. 113. Your own surveys Your own online stats Reports Use existing data and research 3
114. 114. 3
115. 115. (The Web Kind) Create + Use Personas 3
116. 116. User Personas Charities who had created personas of their ideal donors, were more successful in converting leads to donors and donors to 2nd time donors. 3
117. 117. User Profile: Existing Fundholder Anna Roy is 65 year old native Winnipegger. She is a retired professor, recently widowed. She is living on investment and retirement income. A TWF fundholder, her interests are the arts and youth organizations. She is actively engaged in managing her donor-advised fund and wants to see a return on her investment. She likes her in-person encounters with staff at TWF but will likely use the new DonorFirst portal. 3
118. 118. Anna Roy Philanthropic goals & behavior: Anna has a plan for her giving and part of that plan includes modest recognition for her gift. She is understated but also passionately believes that publicity is key in drawing new donors to the Foundation. As such, she has allowed her story of giving to be published by TWF and involved her family in that process. She also presses the Foundation to produce stories about the organizations that benefit from her donor-advised fund. 3
119. 119. 3 Also: Anna is considering establishing a field-of-interest fund to support youth arts programs. Anna is financially savvy and chose TWF for its reputation, mission, size and because trusted friends said they felt the Foundation was a good return on investment. Anna believes evidence of philanthropy at work in the community is the best way to get others excited about giving. She is also keen on the Foundation publicizing opportunities for giving/involvement that fundholders might not be aware of. Anna Roy
120. 120. Tech use: Anna is a desktop computer user and has a smart phone. She would like to have better online access to her fund with TWF. She uses the website to read Foundation news and learn of upcoming events. Anna visits CommunityNewsCommons. She receives the eNews. She doesnt intend to follow TWF on social media channels or to do business through a mobile site. 3 Anna Roy
121. 121. Needs/goals on site: Anna would like to have more information about the Foundations work and about other donors. Her primary goals on the site are the following: View fund performance and add to her fund See current grant opportunities and recommend a grant Look at what others are doing with their field-of-interest funds Read information about nonprofits working in the fields of youth services and the arts Follow Foundation news and fundholder events 3 Anna Roy
122. 122. Exercise: Develop a user persona for a current fundholder or donor.
123. 123. Evaluate the Landscape 44
124. 124. 4
125. 125. Whats Working + Whats Not Evaluate the Landscape Are you delivering the optimal online experience that complements your offline experience? 4
126. 126. Choose the Right Channels for Your Donors 55
127. 127. 5
128. 128. 5 Choose Your Channels
129. 129. Canada: Data Snapshot facebook 19,000,000 Active Facebook users facebook 55% Facebook penetration Source: WeAreSocial.sg 5
130. 130. Social Media Use Based on monthly active user numbers reported by the countrys most active platform 20M Total number of active social media accounts 56% Total number of active social media accounts 16.2M Average daily use of social media via any device (social media users) 45% Active social accounts as a percentage of the total population Source: WeAreSocial.sg
131. 131. Generation Y Most active on social networks Early adopters o Willingness to try new networks but have preferences o Most willing to connect, promote, and donate to your charity via social media Most active group on YouTube, Facebook, Pinterest, Instagram, Change.org, Care2 5
132. 132. Generation X Also heavy internet users Not as quick to adopt new social networks Comfortable supporting charities through social media Most active group on LinkedIn Highly active on YouTube, Facebook, Twitter 5
133. 133. Boomers Frequent internet users Selective on networks they join and participate in Active on YouTube, Facebook, and LinkedIn Significantly smaller portion of users on Twitter, FourSquare, Flickr, Pinterest, Instagram 5
134. 134. Civics Spending as much time online as any other age group Active on some social networks but are more passive when it comes to usage Engagement increased on Facebook, YouTube, and LinkedIn since 2010 A quarter of Civics are on LinkedIn Least active on Care2, Change.org, Instagram, Pinterest, Twitter 5
135. 135. Top Active Social Platforms FACEBOOK TWITTER FACEBOOK MESSENGER PINTEREST GOOGLE+ SKYPE INSTAGRAM LINKEDIN TUMBLER SNAPCHAT Source: WeAreSocial.sg 5 47% 23% 19% 16% 15% 13% 12% 12% 8% 7% Social Network Messenger / Chat App / VOIP
136. 136. 5 Donors are Using Social Media
137. 137. 5
138. 138. Direct Mail, Too 5
139. 139. Give Your Donors an Action 66
140. 140. Doing = Action Action = Outcome 6
141. 141. What Do You Want Them to DO? 6
142. 142. CC License by @david_shankbone CC License by alles_schlumpf Make the DO Obvious Every page should have a key action/do! 6
143. 143. 66 Think Feel Do
144. 144. Sticky Tab It! 6
145. 145. Goal: Increase online donations 20% Think: I want to give to this organization. Feel: Trust Do: Donate
146. 146. Exercise: Think. Feel. Do.
147. 147. Formulate Donor Messages 77
148. 148. The Central Message: Partner with The Winnipeg Foundation to create a Winnipeg where community life flourishes. We have the expertise to put your philanthropic plans into action and the resources to sustain them.
149. 149. Messages by Audience: Audience 1: Existing Fundholders Message: Give to The Winnipeg Foundation, now and later, to realize and ensure your vision for our community. Audience 2Audience 2Audience 2Audience 2:::: Agency Fundholders Message: Grow your fund and secure your organizations future. Invite donor support for your fund with gifts and bequests. Audience 3: Potential Donors Message: Change in your community is possible when you pool your resources with likeminded people and agencies. We are here for the good of Winnipeg, forever. Audience 4: Professional Advisors Message: Partner with TWF to do well by your clients and build your business. Well show you myriad ways to address your clients short- and long-term giving goals.
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151. 151. Formulate a Content Strategy for Your Donors 88
152. 152. What message will move donors to take action? What message will move donors to take action? Content Strategy Content Strategy 8
153. 153. Persuade AudiencesPersuade Audiences 8
154. 154. How will you move them to do? 8
155. 155. Embolden credits Richard Ingram (richardingram.co.uk) in association with ingserv and Confab with the inspiration for this design. Content Strategy Content Strategy 8
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157. 157. Post content that users will want to share
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159. 159. Videos 68.44% more focus in 2015 28.91% the same focus in 2015 2.65% less focus in 2015 8
160. 160. Images 63.27% more focus in 2015 35.66% the same focus in 2015 1.07% less focus in 2015 8
161. 161. Infographics 58.27% more focus in 2015 37.13% the same focus in 2015 4.61% less focus in 2015 8
162. 162. 8
163. 163. Engaging Content Focus more on creating engaging content in 2015 68% will focus more on video, 63% on high quality images and 58% on infographics. You are smart because video content convertsYou are smart because video content convertsYou are smart because video content convertsYou are smart because video content converts at nearly 4xat nearly 4xat nearly 4xat nearly 4x the ratethe ratethe ratethe rate of nonof nonof nonof non----video content according tovideo content according tovideo content according tovideo content according to recent benchmarking reports!recent benchmarking reports!recent benchmarking reports!recent benchmarking reports! 8
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166. 166. Track Your Donor ROI or ROE 99
167. 167. ROE is the New ROI 9
168. 168. We moved beyond guessing to actually tracking results over time. Community Foundation Santa Cruz County 9
169. 169. WELCOME!Be Catalysts for Data and Measurement: Do you have processes to track the success of online donor engagement? What are the best metrics both qualitative and quantitative to demonstrate effectiveness of your channels, technology tools and interactions? 9
170. 170. Foundation goal: To increase revenue/assets Strategic goal: To satisfy our donors and automate their fund access Tactical goal: Increase the number of fundholders to setup a profile in donor system and actively use it Metrics for impact: Example 1 Measuring Impact o # of donor logins o Increase in # of grant recommendations o Increase in fund contributions o # of donors that login following reading a donor story o # new donors setting up donor advised fund accounts o Qualitative: donors commenting to you and praising how easy it is to use o # of donors who visit portal and your website o # of donors who login after viewing anything other than a homepage
171. 171. Exercise: What is a donor engagement metric to measure success? Exercise: What is a donor engagement metric to measure success? 9
172. 172. Google Analytics 9
173. 173. 9
174. 174. Facebook Insights 9
175. 175. 9
176. 176. Types of Users 9
177. 177. Curious I Wonder how many hits my website is getting? 9
178. 178. Reporter My Executive Director wants to know how the website is doing. 9
179. 179. Strategic How can we make our website better How can we measure impact? 9
180. 180. 9
181. 181. The usual content Donor portal Scholarship portal Grantee portal Event registration Videos Lets Start with Your Website. Online giving Professional advisor content Stories Blog Fund directory And more! 9
182. 182. General Current donors Prospective donors Professional advisors Grantees Event attendees Scholarship recipients Initiative specific audiences What About Email? 9
183. 183. Facebook Youtube Twitter LinkedIn And Social Channels? Whats next? o Pinterest o Instagram o Vine 9
184. 184. Vital Signs Annual Meeting Random Act of Kindness Friends of the Games Anniversaries Events Impact Stories New strategies New initiatives And more! The List Goes On
185. 185. Your Team 9
186. 186. Yet, Can You Answer the Questions? Is this working? How do we measure impact and engagement? What are we measuring? 9
187. 187. These are your metrics! How Will You Define Success? 1,500 donations via website in 2014 Add 50 new donors at $100K+ Decrease number of phone calls by 30% Increase online event registrations by 50% Increase assets by 20% over next 3 years 9
188. 188. Traffic Engagement E-newsletters/email Facebook LinkedIn Twitter Pinterest Blogs SEO SEM Snail Mail Design Content strategy Usability Layout Architecture Cross-selling Photos/videos Story telling 9
189. 189. Traffic indicators Traffic 9
190. 190. Engagement indicators Engagement 9
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193. 193. Before
194. 194. After
195. 195. Before
196. 196. After
197. 197. 62% BOUNCE RATE 9
198. 198. 28% BOUNCE RATE 9
199. 199. Year-End Giving Campaign $500 $5,000 $25,000 9
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204. 204. Foundation core value: all gifts are valued equally # of websites/platforms in the online giving landscape: 3 Communications goal: create a more seamless, comprehensive online experience for donors with a redesigned website and new online donor portal system Example Measuring Engagement 9
205. 205. Example Donor Engagement Dashboard 9
206. 206. Example Donor Portal Logins # of Donor Logins December 2014 March 2015: 9
207. 207. Compared with the 4 months before: Example Donor Portal Logins 9
208. 208. Example Online Grant Recommendations Three key steps to completing a recommendation - December 2014 March 2015: From Step 1 to Step 3 in pageviews, the form shows a 79% conversion rate. (Note: its possible for users to enter the process at Step 2 after searching for a grantee from other screens, which is what accounts for the unique page views on that step being higher than they are for Step 1.) 9
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212. 212. Questions?
213. 213. Thank You! Ann-Marie Harrington (877) 723-7720 amharrington@embolden.com
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216. 216. Facebook Goal: Make people feel. Channel: Facebook Why? o Facebook is personal, friendly, emotion-based. o This is where friends, family, even grandmas use social media. How? o Shout out to staff/donors/non-profits. o Share visual content. o Be accessible. Ask/answer questions. 5
217. 217. Channels Have Personalities Goal: Make people think. Channel: Twitter Why? Twitter is immediate. Its happening right now. How? Connect with/reach out to media and others. Share/discuss knowledge with peers. Be in the know. Research what folks are talking about/need to know. All content is public. Limited reach. Not everyone is on Twitter. 5
218. 218. Which Channel is Best? Goal: Network and show your expertise Channel: LinkedIn Why? Audience: Business-focused professionals. Defined purpose: Career focused. Job seekers. Professional networking opportunities. Group discussions. Offer value. 5
219. 219. YouTube: Everybody is there if you have valuable video content. Inform and educate. Tell stories. Backstage view (keep it in brand). 5 Which Channel is Best?
220. 220. Instagram: Audience is very young. Consider this before spending time on this channel. Pinterest: Audience is primarily women, moms and collectors. Is there something that you want your audiences to be aware that you collect? Is it visual? Good for infographics, visual how-tos. 5 Which Channel is Best?
221. 221. Communications at a Typical Nonprofit in 2015 The 6 Most Important Communications Channels These are consistent with 2014 Website Email Marketing Social Media Events Print Marketing Media Relations/PR 81% 64% 62% 19% 39% 34% Ranked in the Top 4 Channels 5
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