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eMarketing / eCommerce / eDonor Database
Connecting the dots to better Constituent Relationship Management
Your presenter:
Barry Weaver
Account Executive Faith Based Organizations & Foundations
Title | Page #2 © 2010 Blackbaud
Agenda:
Introduction· eTapestry, A Blackbaud Product and Company Overview· Your nonprofit
• How many are you tracking and how are you tracking them?
Building a strategic solution· Total CRM· Integration · Communication· Reports, Analysis and Strategy
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5 Reasons You Need a Software Solution and a Technology Partner
1. You need to move beyond business as usual; despite the economic climate
2. You need to drive results
3. You need greater efficiencies
4. You need increased productivity
5. You need greater reporting
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Building out your strategy with eTapestry:Acquisition
Cultivation
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Donor Database
eCommerce Advanced Email
Website
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Are your website and database integrated?
Integration directly into your database
Requires no additional manual entry
Customizable
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Online Strategies
Websites· Brochure & Content Management Sites· Social Media
Online Giving & Engagement· Ways to Give· Recurring Gifts· Event Registration· Memberships· Volunteer Registration· Donor/Member Login· Ecommunication
Personal Fundraising· Friends asking Friends· ‘A – thons’· Sponsorships· Mission Trips· Special Projects
Cart· Selling Items· Registrations· Free Information· Gifts
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A Quick Survey
What do you check first after lunch?How many have:a. Smart Phone b. Facebook/LinkIn/My Space account
c. Twitter account d. Your own blog or podcast
What % of your constituents?a. Are email active b. Are Social Media active c. Made a text or
on-line donation to Haiti
Does anyone on your board want YOU to harness the Web?
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The Rules Still Apply
(It’s all about relationships…not technology)
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Use All Your Tools Together
An Integrated Strategy
In Person Meetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
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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?
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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
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Reads email before snail mail
More comfortable online
Busy, satisfies on their schedule
Expects information to be personalized
Expects immediate feedback
Demands information on progress
Wants a way to share with others
Today’s Supporter
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o You must be relevant!
o You must be meaningful!
o You must be personal!
The Market is Noisy
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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
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Grow Your List Offline
Ask for email addresses at every touch point
Include your website address on all printed materials
Offer an incentive to collect
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Now that I have permission…
Hook them early, and keep them engaged over time
Optimize the welcome message
Send personal follow up message within a week (or less)
After a few months of active email, survey lists to see if you are meeting expectations
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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
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
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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
Source: 2007 Email Sender and Provider Coalition (ESPC) study
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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 You should test landing page elements like you
would test email or direct mail
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Example Landing Page
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Designing for Mobile Devices (50%+)
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
(html)
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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
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Professional Email is Economical
5,000 emails $99 .02 25,000 emails $400 .016
50,000 emails $650 .013100,000 emails $1000 .01250,000 emails $2000 .008500,000 emails $2500 .005
Plus 3 - 20 times the success in delivery!
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Use All Your Tools Together
An Integrated Strategy
In Person Meetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
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“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
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They’re at your website, now what do they do?
1. Can they engage?
2. Can they add content?
3. Is there a reason to return?
Your goal – to get something from them!
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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
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Email Strategy at Work!
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Web Site, Before, After, and After!Web Site, Before, After, and After!
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Websites
Content Management System (CMS) and Brochure websites
Your website is the first place a donor will go to get information on your organization and it takes less than a minute to gain or lose a possible donor
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Do you have an online strategy?
Whatis happeningwhen?
Get involved
Social Media
Donateonline
Contactus
Upcoming events
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Did you know?
Over 95% of Internet users will give a donation via the web this year
But…. Only 40% of nonprofit organizations offer an online donation page
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Easy to find online giving is a must!
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The donor will complete the online giving page
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The gift is automatically processed and tracked through your database and the donor is notified and thanked for the successful transaction
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The results
Convenience for the donor Gift is automatically deposited and put to use by the nonprofit Automatically recorded in your database Donor is acknowledge and thanked immediately which makes the donor more
likely to continue to give to your organization Clean accurate data/results
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Honor & Memorial Gifts, Matching, Recurring Gifts..you name it.
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Personal Fundraising
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Personal Fundraising
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Personal Fundraising
Team page and participant page views are editable
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What’s New | Personal Fundraising “I think the personal fundraising page had a huge impact on our success.”
“We've received feedback that it was very donor friendly. Thanks a lot!”
Share to your Social Networking Sites!
eTapestry records the number of times a site was shared through these Share links on each socialnetworking site, as well as the number of times
individuals clicked on the shared link.
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Quick to produce in times of emergency
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Mission Trips
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Individuals raising support
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Are your communications integrated?
Integration directly in/out your database
Online & Offline Communications
Customizable
Cut down on mailing, administrative time & costs
Accessible from mobile phone, laptop, home computer
Measureable results
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Online & Offline Communication – all in one
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Email & Ecommunication
Advanced email solutions provide a fully integrated email tool that includes spam checking and scheduling
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What does fully integrated mean to you?
Our detailed email delivery reports will provide everything you need to measure your results
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What does fully integrated mean to you?
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Add enewsletters, events, links to Social Networking Sites
eTapestry records the number of times a site was shared through these Share links on
each socialnetworking site, as well as the number of
times individuals clicked on the shared link.
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The importance of reporting:
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The importance of reporting:
Drill down capabilities
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The importance of reporting• Multiple output options• Scheduled and delivered to yourself or anyone• Strategic & focused to help you build relationships and donor
loyalty
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Improve donor retention
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Benchmark your results
• Against your self or groups like you to measure progress, trends, areas to focus on
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Since we know how important reporting is, we will guarantee you better recordkeeping abilities to track what is important to your nonprofit like:
Relationships
Events & Event Attendance
Email Communication
Communication Preferences
Family/Business Tracking
Planned Gifts
Volunteer Skills, Hours
Split gifts
Education, alumni information
Program tracking
Grant Tracking
Donor/Prospect Interactions
Occupation, Interests
Memorials,Tributes
Memberships
Future Cultivation Strategy
Matching Gifts/Soft Credits
Pledge Schedules
Recurring Gifts
Custom Fields for your unique needs
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Modules
Each module below includes pre-determined list of User Defined Fields that we will insert into your database and we’ll auto-magically also create important Queries and Reports to complement those new fields.
Volunteer Management, Planned Giving, Grant Tracking & Membership Packages Include:· Pre-consultation questionnaire filled out to identify client’s current volunteer program &
process· Donor User Defined Fields· Journal User Defined Fields· Pre-built Queries & Reports· 1hr walk-thru with Consultant to review the module bundle (UDFs, Queries, Reports)· 30 minute data entry simulation· 1-2 page documentation(left with client)
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Relationship Management:
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Relationship Management:
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Relationship Management:
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Relationship Management | Contacts
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Relationship Management | Outlook Integration
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Relationship Management | Outlook Integration
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Relationship Management | Outlook Integration
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Relationship Management | Outlook Integration
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Relationship Management |Total picture of your constituents
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Fundraising
Relationships
Membership
Events
Donor Cultivation
Moves Management
Advocacy
Web Strategy
Content Management
Email Marketing
Direct Mail
Online Transactions
Data Analytics
Project, Grant,
Endowment
TrueCRM
eTapestry can help you achieve
your fundraisings goals offering
you a tool for every
aspect of the
TrueCRM offering.
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Questions?