Friends Asking Friends and eTapestry

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bbcon 2013

Text of Friends Asking Friends and eTapestry

  • 1. 9/28/2013 #bbcon 1 eTapestry and Friends Asking Friends Tuning Into the Right Channel PRESENTED BY: ANGIE VOGT

2. 9/28/2013 #bbcon 2 INTRODUCTIONS Hi! Im Angie 3. 9/28/2013 #bbcon 3 TWEET ABOUT OUR SESSION TWEETING OR FOLLOWING TWEETS ABOUT THE CONFERENCE? #BBCON TWEETING OR FOLLOWING TWEETS ABOUT ETAPESTRY? #BLKBETAP 4. 9/28/2013 #bbcon 4 By the time we finish today we will have learned What forms of Multi-channel Marketing are reaching which groups of people? What is Peer to Peer Fundraising? How does Peer to Peer Fundraising fit in this multi- channel world and more importantly, how can I use Peer to Peer Fundraising to increase my organizations fundraising efforts and to connect us with solid prospective donors? How can I use Peer to Peer Fundraising (Friends Asking Friends) with eTapestry to increase my house file to cultivate and grow my donor base? OUR AGENDA 5. 9/28/2013 #bbcon 5 Definitions from the For-Profit Arena To better understand why and how for-profits engage in integrated multi-channel marketing, below are several definitions with key points highlighted: Integrated marketing communication is a way of looking at the whole marketing process from the viewpoint of the customer. (To paraphrase: Organizations need to align processes and engage customers based upon their expressed needs and wants garnered from the real data collected and analyzed and not based upon how they are internally structured.) Professor Philip Kotler S.C. Johnson & Son Distinguished Professor of International MarketingKellogg School of Management, Northwestern University WHAT IS MULTI-CHANNEL (INTEGRATED) MARKETING? 6. 9/28/2013 #bbcon 6 What Channel do your event participants and donors tune into? MULTI-CHANNEL MARKETING 7. 9/28/2013 #bbcon 7 EMAIL? 8. 9/28/2013 #bbcon 8 FACEBOOK? 9. 9/28/2013 #bbcon 9 TWITTER? 10. 9/28/2013 #bbcon 10 LINKED IN? 11. 9/28/2013 #bbcon 11 DIRECT MAIL? 12. 9/28/2013 #bbcon 12 PEER TO PEER FUNDRAISING? 13. 9/28/2013 #bbcon 13 THIS WEEKS SCHEDULE SUN MON TUES WED THUR FRI SAT Send Email Forward Email New Post Comment Recd on Post Post Shared New Post Post Shared Post Shared Tweet Re- Tweet Tweet Tweet Re- Tweet Tweet Re-Tweet Post Send Invite Send Email FB Post Tweet Send Email Tweet Status YOUR DONORS ARE TUNING INTO MANY CHANNELS, HOW WELL DOES YOUR PROGRAMMING LINE-UP REACH THEM? 14. 9/28/2013 #bbcon 14 The fastest growing demographic on Twitter is the 55 to 64 age bracket. 189 million of Facebook's users are "mobile only." YouTube reaches more U.S. adults aged 18 to 34 than any cable network. Every second two new people join LinkedIn. Social media has overtaken all other activity on the Web. LinkedIn has a lower percentage of active users than Pinterest, Google+, Twitter, and Facebook. 93% of marketers use social media for business. 25% of smartphone owners ages 18 to 44 say they can't recall the last time their smartphone wasn't next to them. Even though 62% of marketers blog or plan to blog in 2013, only 9% of U.S. marketing companies employ a full-time blogger. 25% of Facebook users don't bother with privacy settings Source: Business Insider 7/19/13 10 SOCIAL MEDIA STATISTICS THAT WILL SHAPE YOUR SOCIAL STRATEGY 15. 9/28/2013 #bbcon 15 SOCIAL LOGIN PREFERENCES IN GENERAL Source: Gigya 16. 9/28/2013 #bbcon 16 SOCIAL LOGIN PREFERENCES EDUCATION/ NON-PROFIT Source: Gigya 17. 9/28/2013 #bbcon 17 SOCIAL SHARE PREFERENCES IN GENERAL Source: Gigya 18. 9/28/2013 #bbcon 18 SOCIAL SHARE PREFERENCES EDUCATION/ NON-PROFIT Source: Gigya 19. 9/28/2013 #bbcon 19 GENERATIONAL GIVING Source: Blackbaud 20. 9/28/2013 #bbcon 20 WHAT IS PEER TO PEER (P2P)? 21. 9/28/2013 #bbcon 21 A style of fundraising where an organization recruits individual supporters to ask their friends and family to donate to that organization. WHAT IS PEER-TO-PEER FUNDRAISING? Non Profit P2P Fundraising is almost always connected to some form of event or personal milestone. 22. 9/28/2013 #bbcon 22 It is more about their NETWORK, than their NETWORTH! WHATS DIFFERENT ABOUT PEER 2 PEER? 23. 9/28/2013 #bbcon 23 YOUR STORY THEIR STORIES TELL STORIES FOR DEEPER IMPACT 24. 9/28/2013 #bbcon 24 Technology enhances current activities Expand your reach and broadcast your message Decrease cost of supporter acquisition Increase efficiencies Your supporters viewpoints Deliver personalized communications Communicate with them where they are & when they are ready P2P = Multi Channel Fundraising 25. 9/28/2013 #bbcon 25 26. 9/28/2013 #bbcon 26 PEER TO PEER = PREFERRED ACROSS DEMOGRAPHICS Sources: Convio Next Generation of Giving Report; % of donors say appropriate solicitation channel Peer to Peer Mail Email Social Media Text 27. 9/28/2013 #bbcon 27 EVOLUTION OF PEER TO PEER 28. 9/28/2013 #bbcon 28 Run Walk Ride (RWR) A-thon Events 5k, Walk, Danceathon Run by the org, branding is key Team Structures DIY Virtual or run by fundraiser only Org provides tools to motivated supporters Donate your Birthday, Wedding, Spaghetti Dinner Evergreen = run all year! Tribute Personal Pages Created in Honor or Memory No physical event Personal page tells story, collects gifts in honor Evergreen = run all year! Consumer Portal 3rd party site hosts fundraising pages Consumers create pages on their favorite charitys behalf Org has little/no involvement, not branded Multi-Charity Event Fundraisers participate in larger event Fundraise on orgs behalf, often as team Ex: Im running NYC Marathon on behalf of ABC Foundation support me! P2P HAS MANY FORMS 29. 9/28/2013 #bbcon 29 HOW DO YOU MOVE FROM THE COMMERCIALS TO THE REGULARLY SCHEDULED PROGRAM? 30. 9/28/2013 #bbcon 30 WITH 31. THE CONNECTION BETWEEN FRIENDS ASKING FRIENDS AND ETAPESTRY! eTapestrys DIY Forms eTapestrys Advanced Email eTapestrys FAF Connector 32. INVITE YOUR CONSTITUENTS TO PARTICIPATE IN YOUR EVENT eTapestrys DIY Forms eTapestrys Advanced Email eTapestrys FAF Connector 33. 9/28/2013 #bbcon 33 YOUR FRIENDS ASKING FRIENDS EVENT 34. 9/28/2013 #bbcon 34 YOUR PARTICIPANTS WILL TELL THEIR STORY 35. 9/28/2013 #bbcon 35 PARTICIPANTS SPREADING THE WORD! 36. 9/28/2013 #bbcon 36 FRIENDS MAKE DONATIONS 37. THE ENTRIES ARE RECORDED IN ETAPESTRY eTapestrys DIY Forms eTapestrys Advanced Email eTapestrys FAF Connector 38. 9/28/2013 #bbcon 38 DONATION IMPORTED FROM FRIENDS ASKING FRIENDS 39. 9/28/2013 #bbcon 39 SOFT CREDITS ARE CREATED 40. 9/28/2013 #bbcon 40 PARTICIPATION ENTRY 41. 9/28/2013 #bbcon 41 PARTICIPANT TRANSACTION DETAIL 42. 9/28/2013 #bbcon 42 GET TO KNOW YOUR NEW DONORS Thank them! Follow up with your new donors via your prescribed implementation program Mention the donor in a tweet Cultivate the relationship 43. READY FOR YOUR NEXT EVENT? INVITE YOUR CONSTITUENTS (OLD AND NEW) TO PARTICIPATE IN YOUR EVENT eTapestrys DIY Forms eTapestrys Advanced Email eTapestrys FAF Connector 44. 9/28/2013 #bbcon 44 Weve covered a lot of ground today What forms of Multi-channel Marketing are reaching which groups of people? What is Peer to Peer Fundraising? How does Peer to Peer Fundraising fit in this multi- channel world and more importantly, how can I use Peer to Peer Fundraising to increase my organizations fundraising efforts and to connect us with solid prospective donors? How can I use Peer to Peer Fundraising (Friends Asking Friends) with eTapestry to increase my house file to cultivate and grow my donor base? BEFORE THE CREDITS ROLL. 45. 9/28/2013 #bbcon 45 QUESTIONS? 46. 9/28/2013 #bbcon 46 THANKS FOR COMING! If you have additional questions Stop by our booth to visit Email me at angie.vogt@blackbaud.com Contact your account executive