Session Title: Building a Cohesive Marketing / Development Partnership for your Nonprofit - [177] Join us for a discussion on how to improve your fundraising efforts through integrated marketing. It’s important to understand the changes taking place today in both disciplines, and how these shifts are reshaping the way we approach both fundraising and marketing. In this workshop, a seasoned veteran with 15+ years experience as a nonprofit leader and business executive will outline exactly what you need to do to be successful at both.

1. Integrated Marketing
C. Eric Overman, mba
VP, Digital Marketing
Grizzard Communications Group
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2. C. ERIC OVERMAN, MBA
• 15 years of direct response experience
• AMA 2009 Nonprofit Marketer of the Year
• Vice President of Digital Grizzard
Communications Group
• Past Online Director @ Operation Smile
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3. TODAY’S TOPIC
• How to improve your fundraising efforts through integrated
marketing
• Understanding changes in fundraising and marketing and how
those affect the work you do
• What you can do to take advantage of marketplace and
landscape shifts
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4. New Fundraising Landscape
How did we get here?
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5. US INTERNET CONNECTIONS
TRENDS
June 2000 – March 2009
Broadband at home Dial up at home
70%
60%
50%
$ Connection %
40%
30%
20%
10%
0%
JUNE 2000 MARCH 2002 APRIL 2004 MARCH 2006 DEC 2007 AUG 2008
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6. PATTERN OF INCREASED
INTERNET USE
Average time spent online per week by US adult Internet users, 2001–2008 (hours)
Hours 14
14.00
12.25
11
10.50
9 9 9
8.75 8
7.00
7 7
5.25
3.50
1.75
0
2001 2002 2003 2004 2005 2006 2007 2008
Note: Ages 18+
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7. FASTER DOWNLOAD SPEEDS &
“ALWAYS ON” CONNECTIONS
Dial up subscribers Additional increment of broadband subscribers
90%
80% 18%
70% 21% 33%
60%
50%
40%
24%
30%
24% 24% 24%
20%
10%
19% 17%
0%
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8. TECHNOLOGY COSTS
DOWN
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9. APPLICATIONS WITHOUT
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FRONTIERS 9

10. Saturday, April 10, 2010 10

11. Integration:
Breaking Down Silos
Multichannel Fundraising
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12. THE TROUBLE WITH SILOS
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13. EFFECTS OF UN-INTEGRATED
ORGANIZATIONS/MARKETING
• Centralized operations = less empowerment
• Average participation is shallow
• Fundraising overhead 25% greater than integrated
organizations
• “Front line” excluded
• Less equal playing field for non-marketing departments
• Organizations & their work not tuned to constituent passions
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14. MESSAGE/CHANNEL INTEGRATION IS A
MORE URGENT PRIORITY THAN EVER
“Some of the most fundamental problems fundraisers face are more organizational than
technological.
In most organizations, direct mail and online fundraising are managed in separate
departments, each with its own goals, some of which may be in competition with each other.”
“Itʼs not unusual for control of the website, social marketing outreach, and email
communications to each live in separate silos within a large nonprofit.
While these outcomes may have reduced internal strife, this approach is fatal to effective
multichannel marketing.”
Source: Convio - The Next Generation of American Giving
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15. TRADITIONAL MARKETING VS
INTEGRATED MARKETING
Source: Convio - The Next Generation of American Giving
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16. EVERYONE IS A BRAND
AMBASSADOR
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17. FUNDRAISING TRENDS
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18. HISTORICALLY, DIRECT MAIL
• Content created by marketing team
• Response measured by: 1) Size of donations, & 2) Amount of
donations.
• “[Historically] while typically only one in 100 letters yields a
gift, eventually the process pays for itself as those donors give
again.” Convio - The Next Generation of American Giving
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19. “HOUSTON, WE HAVE A
PROBLEM.”
• “Aggregate mailers have reported almost a 20 percent decline
in new donor acquisition over the last 5 years.” Convio - The
Next Generation of American Giving
• Rate increases in January 2011
• Reduce mail delivery frequency from 6 to 5 days a week
• Close and consolidate existing postal facilities
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20. Senior Donors
Boomer Donors
• “Matures represent more than 20 percent of the total donor universe, and 26 percent of contributions.” Convio - The Next
Generation of American Giving
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21. ONLINE GIVING GROWTH
CONTINUES
UP
46%
2009
Source: Blackbaud 2009 Online Giving Trends Report
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22. 2009 AVERAGE GIFT AMOUNT
By Sector
Business/Corporation $194.05
Cultural $112.47
Family/Human Services $154.13
Foundations $209.53
$144.7
Average online gift
Healthcare
Hospitals
Higher Education
$95.21
$120.61
$204.05
Independent Schools $371.62
Other $110.04
Recreation/Social $134.31
Religious $196.44
Source: Blackbaud 2009 Online Giving Trends Report
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23. YEAR OVER YEAR GROWTH
Growth Rates
65%had
Amount raised by organization Growth
$1,000,000 35%
of nonpro ts
$500,000 – $999,999 19%
positive YOY online
revenue growth. $100,000 – $499,999 28%
$50,000 – $99,999 13%
21%
Median online growth
$10,000 – $49,000
All Organizations
3%
21%
Source: Blackbaud 2009 Online Giving Trends Report
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24. TOP CHARITY INFORMATION
CHANNELS BY GENERATION
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25. WHAT IS THE APPROPRIATE
VEHICLE FOR SOLICITATION
Source: Convio - The Next Generation of American Giving
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26. IT’S A MULTI-CHANNEL
WORLD
• Most significant impact trend = world is multi-channel
• Donors who give both online and offline give just under twice as
much as donors who only give through one channel.
• Integrated, multi-channel donors are the most loyal and highest
revenue-generating donor segment and have the highest
reactivation rate
• When online and offline channels are coordinated to work
together, there can be a 25% to 33% lift
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27. INTEGRATED GROWTH
• Develop consistent and compelling messaging
throughout all media.
• Identify strategies to increase new donors.
• Increase donor retention.
• Regain lapsed donors.
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28. Optimize, Integrate, & Outreach
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29. ONLINE PRESENCE
Satisfaction is predictive of future
behaviors important to nonprofits.
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30. 57%
more likely to have a favorable
65%
more likely to
overall impression recommend the site
38%
more likely to volunteer
49%
more likely to donate
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31. WEB IS A BRAND’S FIRST
Saturday, April 10, 2010
IMPRESSION 31

32. SEARCH: SEO & SEM
SEO — Search Engine Optimization
SEM — Search Engine Marketing
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33. Organic PPC
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34. PAID VS ORGANIC SEARCH
• Over 50% of all online ad spend is on search: $10
billion in 2008
• January 2010: 10.2 billion searches
• Natural still reigns
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35. ANALYTICS &
MEASUREMENT
New Challenges & The Ultimate Information
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36. KEY WEB ANALYTICS TASKS
• Mining for
customer insights
• Tracking marketing
impact
• Tracking
conversions
• Tracking user
journeys through
the site
• Optimizing
websites and
landing pages
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37. RECONSIDERING
CONVERSION
X Conversion
Point
Entry
Point
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38. CONVERSION IS A PROCESS
NOT AN EVENT
X Conversion
Point
Entry
Point
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39. INTEGRATE OFFLINE &
ONLINE
• Expand the reach
• Increase ROI & LTV
• Impact all communication channels (white mail, internet, direct
mail, phone)
• Raise awareness and educate the prospects as well as the
donors
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40. INTEGRATED MARKETING
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41. SOCIAL MEDIA
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42. DIGITAL ENGAGEMENT &
SOCIAL MEDIA
Consumer Trust
A review from a friend
A review in mainstream media
A review by a known expert
A customer review on a retailer’s site
An online review by the editors of a site
A review by an online blogger
0 23 45 68 90
From Groundswell: Winning in a World Transformed
by Social Technologies, Copyright 2008 Forrester
Research, Inc.
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43. ACTION TAKEN AS A RESULT OF
NONPROFIT SOCIAL MEDIA
Talked to friend or
family member 54%
Made financial contribution
to the organization 41%
80%
Made financial contribution to a cause
the organization supports 34%
Volunteered for the organization 31%
Attended an event sponsored
by the organization 30%
60
Contacted an elected representative 25% have taken
Contacted a media outlet
action
70
to express opinion 14%
80
None 20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Survey of engaged Americans, Harris Interactive
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44. Source: Socialnomics Social Media ROI
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45. Source: Socialnomics Social Media ROI
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46. “GIVING VIA MOBILE/TEXT AND SOCIAL NETWORKS
REGISTERED AS EMERGING CHANNELS FOR GEN X AND Y
DONORS.” CONVIO - THE NEXT GENERATION OF AMERICAN
GIVING
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47. SOCIAL MEDIA SNAPSHOT
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48. SALVATION ARMY
CONVERSATIONS JANUARY
20%
12% Media Types
Videos 219
Forum posts 421
6% Images 439
Facebook 760
4% Blog comments 992
3% Mainstream news 1,421
2% Forum replies 3,053
1%
1%
Twitter 4,891
51% Blog posts 12,631
4%
4% Sentiment
Negative 1,746
Positive 1,920
Mixed 39
Neutral 40,180
92%
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49. SALVATION ARMY TOP
DOMAINS & AUTHORS IN
JANUARY
Rank Domains Posts Rank Author Posts
1 twitter.com 14,236 1 The Salvation Army Northwest Division 298
2 ickr.com 1,617 2 Gatehouse Media, Inc. 290
3 facebook.com 1,511 3 Armysupporter 163
4 reddit.com 969 4 Salvationarmyindiana 141
5 topix.com 664 5 chipkhan 118
6 city-data.com 477 6 audragon36 117
7 youtube.com 366 7 Entertainment – Google News 116
8 wickedlocal.com 353 8 Salvation Army 115
9 community.babycenter.com 217 9 Salvationarmy.ca 114
10 messageboards.aol.com 207 10 headphonaught 97
11 weightwatchers.com 204 11 serial crack keygen 94
12 huffingtonpost.com 179 12 The Salvation Army Florida Division 92
13 com.com 174 13 David Anttony 89
14 microsoft.com 168 14 louisfantom 82
15 hi.baidu.com 166 15 TSA International Development UK 79
16 youtube.com 164 16 Salvation Army Southern California 78
17 digg.com 153 17 The Salvation Army – Nashville 76
18 persian-forums.com 143 18 el massiy 74
19 democraticunderground.com 142 19 laser 74
20 friendfeed.com 140 20 colin.cooper 73
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50. Saturday, April 10, 2010
48%
1/
1
14%
2/
20,000 !
40,000 !
60,000 !
80,000 !
100,000 !
- !
1/ 20
14 10
/ !
1/ 20
Red Cross & Haiti 294,325
Other Haiti posts 233,956
16 1/ 10
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1/ 20 2/
Salvation Army & Haiti 86,314
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Red Cross!
JANUARY 12 – 31
1/ 20
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1/ 20
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Haiti!
HOT TOPICS IN HAITI
1/ 20
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Haiti!
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Salvation Ar

51. 0
500
1000
1500
26 Nov
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52. RECOMMENDATIONS
• Influencer Outreach
• Increased support of UGC
• Faster reaction to online trends
• Listen, Track & Respond
• Increase attention and support of topics on social web
during crisis events/disasters
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53. Saturday, April 10, 2010 53

54. TOOLS YOU CAN USE
1. Google Alerts is a comprehensive monitoring tool. It monitors nearly every corner of the web.
Set up alerts and easily target keywords/phrases that are important to your organization and
receive streaming or batched reports. Free.
2. Alltop is a news aggregation service that scans news sites, blogs, and forums making it a one-stop
site for every online post relevant to your area of interest. It is customizable to your specific needs
and also includes historical searching tools. Free.
3. ScoutLabs is a listening and monitoring service with a 30-day free trial offer. Volume,
location, and sentiment scoring are included. Licensing fees apply.
4. TweetDeck & Seesmic are desktop apps that combines Twitter and Facebook monitoring with
search for a multi-dimensional social application that also allows for publishing. Free.
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55. TOOLS YOU CAN USE
8. Twendz is a Twitter monitoring and measurement tool that provides a look
into recent tweet volume, sentiment, and hot topics. Word clouds and
sentiment estimates are auto-generated for for your queries. Free.
9. Trendrr lets you set up dashboards to find conversations about any relevant
topics trending in the “social” web. Free.
10. Hubspot “Grader” Tools give scores and metrics for Twitter, Facebook, and
blogs to help marketing and customer engagement efforts. Free.
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56. TOOLS YOU CAN USE
5. Co-Tweet & HootSuite are tools for sharing & monitoring marketing
messages. The applications offer Twitter account management, sharing, and
publishing tools for brand accounts that utilize multiple contributors. Free.
6. TubeMogul syndicates your video content to 20+ video sites (YouTube, Vimeo,
etc) and helps track views, comments, embeds, etc. Free.
7. Wordpress & Blogger are blog content publishing tools that are highly
customizable and include the flexibility to pull in dynamic content relevant to
your organization and message. Free.
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57. ERIC OVERMAN
• eric.overman@grizzard.com
• www.ericoverman.com
• www.twitter.com/ericoverman
Saturday, April 10, 2010 57