Optimizing multi channel fundraising with eTapestry presented at the 2014 Blackbaud Users Conference BBCON.
- 1. Optimizing Multi-ChannelFundraising with eTapestryPRESENTED BY PAM DECHERT, CFRESENIOR CONSULTANT ETAPESTRY
2. How you can optimize your onlinegiving page?#bbcon2 #bbconTweet this now 3. Take-away from todays session What does multi-channel fundraising look like in 2014? How are eTapestry customers doing? How can we optimize eTapestry tools for multi-channelfundraising? What we know about optimizing Donation forms Email What steps can you take to improve your donors multi-channelexperience when you get back to the office?3 #bbcon 4. Multi-Channel Fundraising in 20144 #bbcon 5. Multi-channel is: 6. And they want online engagement More than half of donors received informationfrom their favorite charity via Web site (51%) andby email (52%) Donors preferred to spread the word about theirfavorite charity by email (51%), Facebook (15%)and in person. When looking for information, the web is a donorstop choice Donors aged 50+ preferred visiting the web andreceiving email to stay in touchDid you know? 86% say they visit websites before making a gift Half say giving online is their preferred methodNTEN Donor Engagement Benchmark Study 2012 7. 2013 CHARITABLE GIVING TRENDS KEY TAKEAWAYSOnline Giving was up 13.5% in2013, compared to the overallgiving increase of 4.9% 8. 2013 Charitable giving trends key takeaways Large organizations had thegreatest increase in overallcharitable giving in 2013,while small organizationshad the greatest increase inonline giving during 2013. Online giving accounted for6.4% of all charitable givingin 2013. Faith-based organizationshad the greatest increase inonline giving in 2013 (18.1%)8 #bbcon 9. 2013 Charitable giving trends key takeaways More than one-third (33.6%) of overallcharitable giving happens in the last threemonths of the year, with the highestpercentage (17.5%) coming in December. February is the slowest month for overallgiving. January is the slowest month for online giving. December is the biggest month for all onlineand offline giving. 10. How are eTapestry nonprofits doing?10 #bbcon 11. Some key take-away numbers: Over 5400 DIYpages live! $187 average gift $77,152,473 raised 414,620transactionsIn 2013: $171 average gift $41,130,000 raised 255,926transactionsThroughJune2014: 12. What if we optimized?Sample eTapestry nonprofit (real customer) Assuming a 1% conversion rate on their online giving page. They raised $41,224 last year from 289 donors, $153 average giftWhat if? Optimize giving experience and raise conversion by: 2% - could raise over $88,000 3% - could raise over $132,000Wouldnt you do it? 13. Optimize DIY and Email by: 14. Are you optimizing YOUR DIY pages? Is it branded? Is it easy to find? How many clicks? Clickaway? Landing pages? Is there a clear Call toAction? How much info isgathered? Is it mobile responsive? Recurring gifts? Targeted Gift Amounts? What happens after thegift? Are communications aftertargeted?Source: Dunham + Companyy 15. Start with Branding - Embeddable form 16. If you already have embedded forms: Republish your forms! Our DIY pages are now Mobile Responsive as ofthe last release! 17. Embedded Branded pages 18. Embedded DIY to match website 19. Embedded DIY to match website 20. Create Confirmation to Match Website andDIY form for each page or Call to Action 21. Create follow up email Welcome Series at the same time! Create branded welcome enewsletter seriesin eTapestry Create a dynamic query for all online gifts, orall new online gifts Schedule ahead of time and change the timeof deliveryC Invite them to volunteer, tell them aboutanother donor, ask again, invite, engage Drive to social media, multiple touchpoints 22. Location and Position of DIY page On average it takes 4 clicks to get to a nonprofit donation page! Eliminate multiple clicks through before they can actually make thedonation! 23. How strong is the Call to Action? Whats the goal of an online giving page? TO GET A GIFT!!! But less than 50% of pages have a clear call to actionon the landing page! Only 14% of landing pages create a sense of urgency 17% have conflicting calls to action What gift amounts are you suggesting? Only 22% of pages have suggested giving amounts Select the one youd like the donor to choose Change the Ask Amounts throughout the year Are you offering and encouraging recurring giving? 24. Use Landing Pages and Directed Asks 25. Which would you donate to? 26. You have lots of pages you can create 27. Encourage Recurring Gifts & Pre-Select whatyoud like the donor to choose 28. Ask Amounts & Holiday Giving Strategy Online Average Gift Size has Seasonality Do you change your ask amount? Can you test and change your ask this year? Online Average Gift Size More Than Doubles in December 29. Use Advanced Email to build an activestrategy 30. Basic SegmentationGroup supporters based on common characteristics (you already know). When starting out, try to create a BEST segment (based on best offline segment). Others may include: New/Prospective Current/Major Lapsed Build a basic communication plan/goal for each segment. The better you know your audience, the more "personal" your message. Gain trustgreet the reader by name. Reference past interactions or observed behavior when possible. When in doubt, segment your email list like you would for direct mail. Try similar segments to your Direct Mail program; test out new segments at low cost. 31. Segments Organizational Goal Suggested Message(s)New/Prospective Introduce yourself; engage prospect Capture interests/preferences for futurecommunication/cultivation Solicit some type of participation/activity(donation, membership, event registration,etc.) Send Website "Welcome" Message Share useful information; increase interest in yourcause (via newsletters/fact-based emails) Provide opportunities to participate at various levels(events, volunteer, advocacy, etc.) Soft asks/appealsCurrent/High May be considered your "BEST" supporters Need to be kept happy/engaged Need to feel like they are valued and that you"know" them Send (regular) eNewsletter / Annual Report Send status/thank you emails often Showcase successes; regularly communicate benefitsof supporting your organization Survey 2-4x per year to capture preferences and userfeedback Send regular appeals (targeted ask amounts) Include in Planned and/or Major Giving communicationCurrent/Middle Need to upgrade these supporters; goal is tomove them up the ladder Need to be kept happy/engaged Need to find out what they really value leverage this to increase ask amount/frequency Send (regular) eNewsletter / Annual Report Send status/thank you emails after user action Showcase successes; regularly communicate benefitsof supporting your organization Survey 1-2x per year to capture preferences and userfeedback Send regular appeals (upgrade ask amount)Lapsed Need to re-engage or remove Dont waste paper/postage if possible Find out what level of interest and what topicsof interest they have Let them go if they are not interested focuson those who are Communicate 2-4x per year (remind of availablesubscriptions/upcoming events, etc.) Survey 1x per year to capture interests Send message with option to remove self entirelyand/or options for increasing/decreasing participation("Dont you like us anymore? If not, well stop buggingyou") 32. Monitor and Adjust: eTapestry Reports 33. Optimizing Multi-Channel Fundraisingwith eTapestry You have the DIY pages, Advanced Email and CRM tools tooptimize your online giving. Online Giving grew 13.5% this year, imagine how much you cangrow your giving by optimizing your pages. Use best practices of embedding, landing pages, ask amounts,recurring gifts on your pages. Query and segment your database; using Advanced Email andother channels to engage donors. Test, adjust and PowerOn! 34. Optimization Resources NP Experts Webinars & eBook: https://www.blackbaud.com/nonprofit-resources/npexperts?utm_source=blackbaud&utm_medium=website&utm_content=homepage&utm_term=corp&utm_campaign=npEXPERTS2014#.VDHFPPldXhA eTapestry Resources for you: https://www.blackbaud.com/fundraising-crm/etapestry/resources NEW eTapestry User Community:http://community.convio.com/t5/eTapestry/ct-p/BBeTap eTapestry Consulting Services: firstname.lastname@example.org 35. Are you pumped up and ready to go?Dont forget to completea session survey!Each completed survey enters you into a drawing to win acomplimentary registration to bbcon 2015 in Austin, Texas*.*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not beexchanged, applied to, or combined with any other offer.35 #bbcon