This document provides guidance on how to build leadership support for new technology investments. It outlines the changing fundraising landscape and need for organizations to adapt. Key points include trends showing donors increasingly interacting with charities online and the importance of an integrated digital strategy. The document then offers tips for conducting research, identifying needs, making the business case to leadership and addressing common concerns about cost, fit with goals and evaluating alternatives. Case studies demonstrate how technology can boost fundraising returns. Overall it aims to equip readers to effectively pitch a new online solution to decision-makers.

1. Selling Your Vision
How to Build Leadership Support for New Technology Investments
Presented by:
Danielle Johnson Vermenton, Senior Interactive Consultant
Chris Schwartz, Grace Church Community Center

2. This is an abbreviated version of my presentation from the 2014 BBCON.

3. 3
There’s been a disruption in fundraising

4. 4
Change will continue for the foreseeable future

5. 5
The marketplace is responding
Charity Dynamics Interactive Investment Benchmark Study
55% plan to increase investments in interactive solutions
Online FR / eCommerce had highest priority
63% of NPOs are considering a mobile app

6. 6
The organization is ready for change
Can’t respond to changing preferences
Losing donors, money and impact
Limited by the current tools
A new online technology is required
Staff are working in silos

7. 7
The map to success… what you need to know
Challenges & Opportunities
Nuts & Bolts of the tool
The Must Haves & Dos
Demographics & Trends

8. 8
Demographics & Donors
Donors want to hear from their favorite charity online:
web & email
Multichannel is the new normal – you need more than events & direct mail
Boomers are the largest pool of donors
and their preferences
have changed
More than 50% of people now read email on a mobile device

9. 9
Set your GPS
Conduct a SWOT analysis
Compare to industry benchmarks
Analyze current results & activities

10. 10
What are the must haves & dos?
Integrated email communication strategy that is personalized
A social media plan that deepens constituent engagement
Website with easy navigation & engaging content
A team with the training, knowledge & vision to run the program
Mobile friendly or responsive forms & email
Optimized donation form & compelling email registration

11. 11
Nuts & Bolts of the Tool
Be prepared to talk about the functionality you need in the new online solution
Talk to leadership in terms of capacity
and the opportunity that will impact
fundraising and marketing needs

12. 12
Be ready for the tough questions
Final preparations
1
2
3
4
How does this fit in with the strategic plan?
How will this improve what the team is already doing?
What is the short term & long term ROI & ROE?
Has the team evaluated other tech? Why is it this one?

13. Strategy In Action Trinity Health Foundation

15. Insight from Trinity Health Foundation
You must start by talking numbers. How many online donors do you currently have? What could you grow this to in the next 5 years? What is the average gift now and what could it be? Talk about sustainability.

16. Insight from Trinity Health Foundation
Tell them a story. This is what we do as fundraisers, we share what
has been, what is now and what could be. Tell them something
about their own organization that they didn’t know, share a
story that moves the Board to take action.

17. What’s the ROI?
Conversion rate of unique visitors 39%
2012
Revenue $1,000
Value per email 33 cents
Sept – June 2014
Revenue $19,325
Value per email $4.41
Google analytics spike when email goes out

18. End of Year Success
2011
Direct mail $10,000
2012
Direct mail $25,000
2013
Direct mail + Online $40,000

19. 19
It’s time to make the pitch
You know the trends
You’ve done the research & analysis
The ask is positioned around today’s needs & tomorrow’s opportunity
You are ready for the tough questions

20. 20
Use this process as the beginning
of a shift in your culture & priorities.

21. Make the case for fundraising technology investments, learn:
The questions you should ask when shopping for the right solution
Tips on building a case that’s most likely to gain approval from leadership
How to persuade decision-makers to actually pull the trigger
Co-Authors:
Danielle Johnson Vermenton
Andrew Shoaff

22. 22
Keep the conversation going
For more information, resources, and conversations, visit:
blackbaud.com/research
npEngage.com
Download the white paper
https://hello.blackbaud.com/GMBU_10383_OnlineInteractive_GettingYourBoardonBoard_Whitepaper-LP.html
For more information on Luminate Online
https://www.blackbaud.com/online-marketing/luminate-online