AFP - eTapestry Presentation
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AFP - eTapestry Presentation
- Embracing Technology as a Nonprofit: 5 Easy Steps Andy Zellers Account Executive, eTapestry Division of Blackbaud 11/4/09
- How is the Economy Affecting Giving? Image Source: http://www.emu.edu.tr/mbalcilar/econconference/index_files/global-economy_0.jpg
- The Rules Still Apply (It’s all about relationships… not technology)
- Web Site Optimization: Before, After, and After!
- Top Ten Traffic Sources
- Google Grant/Sponsored Links—How to increase your web presence/visibility
- Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database
- Do you have an Online/Social Media Strategy? Google Adwords Media & PR E-mail Campaigns Social Networks Integration with Direct Mail Banner Ads on Homepage, Blog and eNewsletter
- Video is a Magnet for Your Web Site! “Most viral video of all time!” Could her story be told in any other manner as strongly?
- FACEBOOK Users
- Real Life Story via the “New York Times”…
- Ecommerce & Online Giving
- Constituent Relationship Management
- Reporting How do this year’s donors compare to last year’s?
- Example Landing Page
- What Now? 1. How do we stack up? 2. Written Plan 3. Continuous Evaluation of Tools/Technology 4. Have FUN
- Questions?
Notas do Editor
- Today, we are going to cover several aspects of technology as it pertains to fundraising. In the past, we’ve struggled to simplify this enough to be able to cover it all in one session. Now, we feel like we’ve been able to effectively summarize all of these separate avenues of technology but most importantly paint the picture of how all of these tools can come together and work for you, regardless of shape or size.
- Economy a hot button now and it seems to be sort of the underlying theme in most presentations these days. Forcing organizations to change the ways of thinking and operating In our experience, a lot of gloom and doom, but we are already starting to see that organizations that are forging ahead and continuing to invest in their mission are beginning to emerge Open the floor for opinions on how the economy has affected overall giving
- Studies show that people are still giving – although they might be changing the WAY they give, which you need to be aware of and understand how to interact and follow-up We’ve also seen a significant increase in Online Donations. Not sure how much that is connected to the economy but people are more inclined than ever to find out about you and support your mission online To audience: Have you stopped giving? Have you changed the way you give?
- How can we apply these ideas and concepts that have been around for years into technology?? That’s what we’ll explore today. segue ----To audience: Where is the first place you go to find information about any topic?
- If you build it, will they come? Having a website is first priority Key steps to building/maintaining a successful website
- To audience: Has anyone heard of Google Analytics? eTapestry web services inserts this into every page we build & suggests that our customers use this info
- points you to a wide variety of activities that you can do yourself to increase the number of places your business will be found online; organizes those activities with a convenient online to-do list so you can structure your work; provides automated reports to measure your progress.
- How many of you have typed your name into Yahoo or Google??
- Now they are the creators of content
- Now lets talk about some other methods of increasing awareness and reach on the web. Technology has really revolutionized the way people are finding you or information about you on the internet. To audience: Does anyone have a strategy when it comes to online/social media?
- Social Media by definition More than anything, it’s the use of technology for the real-time sharing of information among millions of people!! Connecting People and RECONNECTING people Growth of Twitter – we’ve talked about it for years!
- This table outlines the concept and transition well. Where have we come in 10 years? It used to be a one-way electronic “brochure” of information. Now, it’s engaging people, influencing action, etc.
- Perception of Social Media has changed – everyone is using it! You cannot ignore the potential outreach (Google is #1) (Yahoo #2)
- Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
- Viral Effect Video can elicit emotion Testimonials
- Phenomenon To audience: Who HASN’T heard of Susan Boyle?
- To Audience: Have you heard of Broadcast your cause? Specifically built for Nonprofits
- Catholic Relief Services
- A week later, they changed the Subject Line (gave sense of urgency) Added hotspot text (taking end-user back to online giving page) Added emotional video appeal (Only a link to the video – on Youtube) Raised $112K
- Continuously changing content of the letter Multi-channel communications (Facebook – “keep an eye out for our e-mail”)
- Difference between Personal Page & Organizational/Cause Page
- PODCASTS! Who does these?? The neat thing about these is that you can take a good look at these, and borrow some ideas.
- Msg boards. Driving traffic to your website. Letting people discuss how breast cancer has affected their life or their loved ones. We happen to have a division of eTapestry that can help you with doing this.
- Guy was a nightclub director – over indulging in the lifestyle and one day decided to found an organization “Charity: Water” which allows donors to sponsor wells in 3 rd world countries
- Started the org on a Social Network platform Used the same tools they were using as a nightclub
- Give donors the ability to see tangible results (Google Earth)
- Masters of communicating with supporters
- Interactive Tweeting on website – the reach was amazing/innovative
- Done with a limited staff size
- Katie’s last slide is a segue right into mine… ecommerce and social media (tips for connecting with donors)
- Use customer as testimonial (if they are using eCom)
- Change the page by where you go for the seminar.
- Information flows into database seamlessly & in real-time Future gifts, contacts, and reminders can start to be tracked immediately. Can function as a virtual terminal onsite during events (School on Wheels story)
- Story Idea: Riley or Make-a-wish radio-a-thons
- Coming back to the viral concept
- To audience: Does anyone sell items/tickets on your website?
- How would you continue the relationship with this constituent?
- Jay’s major giving at Butler story.
- What information do you want to know “at a glance” about one of your constituents?
- Does your organization track relationships in your “database” now?
- segue: H
- Besides social media platforms, communications in general have seen a HUGE transition. Donors still expect to be communicated with. The obvious answer for most seems to be E-mail.
- To add a little more insight into today’s typical supporter… We’ve seen a lot of changes in habits
- A lot of groups we talk to are still in the infant stages of collecting e-mail addresses and taking advantage
- This is why your E-mail list MUST be connected to a database. Otherwise, the segmentation opportunity is not there
- With eTapestry, our philosophy is to make EVERYTHING work together in regards to building and sending these e-mails.
- We’re sending them as an HTML-formatted e-mail
- In the database, you get reports with complete click-through statistics
- To audience: Has anyone here ever tested a mass e-mail on your PDA’s or handheld devices?
- Something tangible – a plan of attack you can take home and use