Making your Website Work for You - eTapestry User Group 2013
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Making your Website Work for You - eTapestry User Group 2013
- 1. Make your Website Work for You Online Fundraising with eTapestry Tim Vire – Customer Relationship Manager Angie Vogt – Internet Overlay
- 2. Targeting Your Presence on the Web • Evaluating your website for impact • Social media tools to spread the word • Facebook • Twitter • Linked IN • eMail • Peer to Peer • Online tools that are a part of eTapestry’s offerings
- 3. What Is Online Fundraising?
- 4. Why do I need an Online Fundraising Strategy? Planning for Success Be strategic about using the Internet • What is your objective? • What tools will you use? • When and how will you use them?
- 5. Your Website is the Heart of Your Online Strategy eTapestry’s FAF Connector eTapestry’s DIY Forms eTapestry’s Advanced Email
- 6. Top Ten Best Practices
- 7. “Your website does not exist as a boutique just to show off information about your organization. Instead, it’s actually a tool that you have employed to mobilize your audience...” - Raheel Gauba
- 8. Keep the audience in Mind Focus on your audience needs • Who are your audience groups and who is most important? • What do they care about – need, goals and aspirations? • How do they interact with you on and off your website?
- 9. Keep the audience in Mind Meet users where they are • In less than one year mobile will be the #1 way your audience will access your website … Are you ready?
- 10. “The Web is a world of first impressions, and quick ones at that. Users form an opinion of a website within the first few seconds of loading it.” - Jason Gross “The Role of Design in The Kingdome of Content, www.smashingmagazine.com
- 11. Have a Focused Homepage Prioritize Content • Wireframes are key for visual hierarchy • Remember YOUR goals • Remember your AUDIENCE’S goals
- 12. Have a Focused Homepage Pass the 3-second test • Is your homepage scannable, understandable, intuitive in 3 seconds?
- 13. “Design your website around your organization’s actions and purpose. Make the mission statement clear as day.” - Blake McCreary “Non-Profit Web Design.”
- 14. Share Your Mission Tell your story clearly & make it actionable • 60% of all donors check out an organization’s website before donating - tell them why they should give…quickly before they change their mind
- 15. Share Your Mission Show your story … visually • Infographics, typography, links, video, imagery, photography • The style should fit your voice and brand
- 16. “Regardless of what your content actually says, the design around it controls what the users see first and how their eyes move across the sections of the page.” - Jason Gross “The Role of Design in The Kingdome of Content, www.smashingmagazine.com
- 17. Use Compelling Imagery Engage with eye contact … Make a personal connection Show real stories of impact to gain credibility
- 18. “User-centric design has become a standard approach for successful design. After all, if users can’t use a feature, it might as well not exist.” - Vitaly Friedman “10 Principles of Effective Web Design”, www.smashingmagazine.com
- 19. Ensure ease in Navigation Navigation Systems should be intuitive and precise - Provide multiple interaction paths - Ensure context for users who come in through search or links - Does it take two-click or less for key tasks?
- 20. “Assuming that you’ve written a brilliantly persuasive page, it’s still next to worthless without a strong call to action…” - Brad Shorr “Five Copywriting Errors That Can Ruin a Company’s Website,”
- 21. Include clear, bold calls to action Remove all obstacles to action from anywhere “Apply Now” should take them directly to application. Calls to action should be clear and compelling Never say “click here” Say for example “visit us“
- 22. “Stewardship comes down to being able to show donors how their dollars were used and what impact their contributions had.” - Cynthia Gomez “What Is Stewardship for a Non-Profit?” www.eHow.com
- 23. Showcase Your Stewardship 60% of donors visit a nonprofit’s website before making a gift. - Show the impact (eg. stats, infographics) - Be transparent (eg. share your annual report) - Say “Thank you”
- 24. “…You need to remember that the Internet is a dynamic place, and make sure your site is constantly changing as well.” - Randall Mains
- 25. Keep Your Content Fresh Always have something new to offer to your users - Utilize automatic feeds - Add dates to content posted to the homepage - Gather user-generated content Timely Upcoming Events
- 26. “Integrating the social experience into your organization’s web site will help promote the channel, engage supporters, and provide a constant source of dynamic content …” - Melanie Mathos & Chad Norman “101 Social Media Tactics for Nonprofits: A Field Guide.” John Wiley & Sons, Inc.
- 27. Be Social Social media and viral sharing are highly valuable tools in contributing to web site traffic and brand exposure - Make it easy to connect, interact and contribute
- 28. “Many of today’s most successful websites are interactive, meaning they allow people to participate in the content in some way.” - Randall Mains Strategic Web Communication Principle #4: Interactivity” blog.pathmakermarketing.com July 12, 2009
- 29. Provide a Personal Touch Through Interactive Media Allow users to consume information in multiple ways - Your audiences’ preferences for consuming content varies, just as their browsing and navigation styles do. Users want to consume information in various media channels and formats.
- 30. Using eTapestry As A Part Of Your Online Strategy eTapestry’s FAF Connector eTapestry’s DIY Forms eTapestry’s Advanced Email
- 31. Multi-Channel Marketing 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
- 32. Multi-Channel Marketing What is the message that you would like to broadcast?
- 33. Multi-Channel Marketing What Channel do your event participants and donors tune into?
- 34. Email?
- 35. ShelterBox USA -States the problem/catastrophe “The situation in the Philippines is dire….” -Provides upcoming instruction “Later today, you will be receiving an email…” -Invites action “Create a fundraising page (with a hyper-link provided) and request support from your followers.”
- 36. Facebook?
- 37. ShelterBox USA “It is morning in the Philippines and reports are beginning to filter through about the extent of the damage…. ShelterBox Response Teams are in the Philippines and working to assist families affected by the storm but we need your support. To donate online please click here https://app.etapestr y.com/onlineforms/ ShelterBoxUSAInc/ PhilippinesTyphoon .html
- 38. Twitter?
- 39. ShelterBox USA “Thanks for all the tweets of support following #Haiyan. For those asking how you can help please donate online here https://app.eta pestry.com/onli neforms/Shelt erBoxUSAInc/ PhilippinesTyp hoon.html
- 40. Linked In?
- 41. Direct Mail?
- 42. Peer to Peer Fundraising?
- 43. ShelterBox USA
- 44. Your Donors are Tuning into Many Channels, How Well Does your Programming Line-Up Reach Them? THIS WEEK’S SCHEDULE SUN TUES Send Email Forward Email New Post Tweet MON WED THUR FRI SAT Comment Rec’d on Post Post Shared New Post Post Shared Post Shared ReTweet Tweet Tweet ReTweet Tweet Re-Tweet Tweet Send Email Tweet Status Post Send Invite Send Email FB Post
- 45. 10 Social Media Statistics That Will Shape Your Social Strategy 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
- 47. Where Will You Be Most Effective? % of donors say appropriate solicitation channel Peer to Peer Mail Email Social Media Text Sources: Convio Next Generation of Giving Report;
- 49. How do you move from the “commercials” to the “regularly scheduled program”?
- 50. With…
- 51. ETAPESTRY’S DIY FORMS eTapestry’s FAF Connector eTapestry’s DIY Forms eTapestry’s Advanced Email
- 52. eTapestry’s DIY Online Giving Attract new donors at a much lower cost Generate higher average donations Reach a more diverse group of people Reduce processing costs Access money faster
- 53. eTapestry’s DIY Registration Attract new prospects at a much lower cost Generate more attendance Better coordination of post-event follow-up Easy reporting allows better planning
- 54. eTapestry’s DIY Membership Attract new members at a much lower cost Gives current members something to refer their friends to Generate more memberships by making it easier to join
- 55. eTapestry’s DIY Contact Reach people who just want to learn more about you at first Generate a following by communicating your successes Attract potential prospects Open up your marketing potential
- 56. eTapestry’s DIY Volunteer Attract new prospects at a much lower cost Generate more attendance Reach a more diverse group of people Reduce processing costs Access money faster
- 57. Where to find eTapestry’s DIY
- 58. Setting Up eTapestry’s DIY
- 59. Selecting Your DIY Online Tool
- 60. Making eTapestry’s DIY A Part of Your Website
- 61. eTapestry’s eStore/Cart eStore / Cart
- 62. PEER TO PEER FUNDRAISING WITH FRIENDS ASKING FRIENDS AND ETAPESTRY! eTapestry’s FAF Connector eTapestry’s DIY Forms eTapestry’s Advanced Email
- 63. KEEP THE COMMUNICATION GOING eTapestry’s FAF Connector eTapestry’s DIY Forms eTapestry’s Advanced Email
- 67. Creatively Tell Your Story
- 68. Direct Your Constituents Back to the Main Program
- 69. Before the credits roll…. We’ve covered a lot of ground today • Evaluating your website for impact • Social media tools to spread the word • Facebook • Twitter • Linked IN • eMail • Peer to Peer • Online tools that are a part of eTapestry’s offerings
- 70. What next? 1. Determine which goals would be enhanced by online interaction 2. Market online fundraising tools consistently – use your multichannel toolkit 3. Track closely and use for follow up interactions
- 71. Questions?
- 72. Unused slides left for reference
- 73. What is Peer to Peer (p2p)?
- 74. What is Peer-to-Peer Fundraising? A style of fundraising where an organization recruits individual supporters to ask their friends and family to donate to that organization. Non Profit P2P Fundraising is almost always connected to some form of event or personal milestone.
- 75. What’s different about peer 2 peer? It is more about their NETWORK, than their NETWORTH!
- 76. Tell Stories for Deeper Impact YOUR STORY THEIR STORIES
- 77. P2P has many forms… Run Walk Ride (RWR) • A-thon Events • 5k, Walk, Danceathon • Run by the org, branding is key • Team Structures DIY Tribute • Virtual or run by fundraiser only • Org provides tools to motivated supporters • Donate your Birthday, Wedding, Spaghetti Dinner… • Evergreen = run all year! • Personal Pages Created in Honor or Memory • No physical event • Personal page tells story, collects gifts in honor • Evergreen = run all year! Consumer Portal Multi-Charity Event • 3rd party site hosts fundraising pages • Consumers create pages on their favorite charity’s behalf • Org has little/no involvement, not branded • Fundraisers participate in larger event • Fundraise on org’s behalf, often as team • Ex: I’m running NYC Marathon on behalf of ABC Foundation – support me!
- 78. INVITE YOUR CONSTITUENTS TO PARTICIPATE IN YOUR EVENT eTapestry’s FAF Connector eTapestry’ s DIY Forms eTapestry’s Advanced Email
- 79. Your Friends Asking Friends Event
- 80. Your participants will tell their story
- 81. Participants spreading the word!
- 83. READY FOR YOUR NEXT EVENT? INVITE YOUR CONSTITUENTS (OLD AND NEW) TO PARTICIPATE IN YOUR EVENT eTapestry’s FAF Connector eTapestry’s DIY Forms eTapestry’s Advanced Email
- 85. Soft Credits are created
Notes de l'éditeur
- (Tim)(A few facts, if you want to use them )-Typewriter – Royal from 1941 (magic margin!)- PC - The first PC clone - The Compaq Portable is considered to be the first PC clone and was release in March 1983 by Compaq. The Compaq Portable was 100% compatible with IBM computers and was capable of running any software developed for IBM computers.- iPad - The firstiPad was released on April 3, 2010
- The ongoing process of acquiring, engaging, and retaining donors is the most important challenge a nonprofit faces. The Internet provides a way for donors and potential supporters to respond at their convenience. The Web offers an excellent opportunity to cast a wider net to better communicate with current donors and reach out to new ones.Today, we’re going to take a look at three key aspects of Online Fundraising:We evaluate your website considering the impact that it makes on your visitorsWe will explore the use of Social Media and gain an understanding of the audiences that each channel appeals toAnd, we will look at the online tools that are a part of your eTapestry package that integrate your online presence with your donor management system.
- Wiki says Online Fundraising, or ePhilanthropy, is “using the internet as a means to raise funds”. To do that, it takes some careful planning to maximize your fundraising potential by making use of the wide variety of fundraising tools available through the internet. Today we’re going to look at online fundraising tools that you can use in connection with your eTapestry database. Some will sound familiar, some may not. But by the end of this presentation, you will have been exposed to some pretty outstanding and easy to use tools that could have a very dramatic effect on increasing your revenue – quickly!
- The Internet is critical for your organization to successfully establish a competitive advantage over other nonprofits. Planning and implementing an e-philanthropy strategy will enable your organization to better serve current donors and cost-effectively reach new potential donors.You want to be strategic about using the Internet:What is your objective?What tools will you use?When and how will you use them?
- To help meet this challenge, an organization’s website should be the heart of its marketing strategy. (click) Donors take the active step to visit a site based on interest and a desire to learn more. With an interactive website, your donors are more likely to become engaged, which potentially leads to a greater commitment through donations, event registration, volunteering, and continued interest in the overall direction of your organization. The more a website moves beyond static messaging, the better its chances of engaging donors. Let’s start by considering your website and the 10 best practices that a non-profit can implement on their site
- (Angie)Top Ten Elements Every Nonprofit Website Should Have!As we cover these 10 best practices, be thinking of your website. Are there areas that you can improve on?
- Best Practice #1: KEEP THE AUDIENCE IN MIND“Your website does not exist as a boutique just to show off information about your organization. Instead, it’s actually a tool that you have employed to mobilize your audience...”
- Without knowing who your website is serving you’re shooting in the dark. No matter how hard you try, it will be nearly impossible to create an effective nonprofit website – one that meets the needs of your constituents and helps you achieve your mission.So you need to ask yourself these questions….Who are your audience groups and who is most important?What do they care about – need, goals and aspirations?How do they interact with you on and off your website?
- Did you know that In less than one year mobile will be the #1 way your audience will access your website … Are you ready?
- Best Practice #2: HAVE A FOCUSED HOMEPAGEThe Web is a world of first impressions, and quick ones at that. Users form an opinion of a website within the first few seconds of loading it.
- To create an effective nonprofit website you’ve got to focus on your homepage: Prioritize content, make sure it’s scannable, provide choices, and ask yourself if it's working.
- You need to test yourself the 3-second test…Is your homepage scannable, understandable, intuitivein only 3 seconds?
- BEST PRACTICE #3: SHARE THE MISSIONDesign your website around your organization’s actions and purpose. Make the mission statement clear as day.
- 60% of all donors check out your nonprofits website before donating. So tell them why they should give and what impact it will make…quickly before they change their mind. Share your mission clearly, succinctly and make it actionable!
- Infographics, typography, links, video, imagery, photography are all great visual examples to use Make sure that they also fit your voice and brand
- BEST PRACTICE #4: USE COMPELLING IMAGERY“Regardless of what your content actually says, the design around it controls what the users see first and how their eyes move across the sections of the page.” Jason Gross, “The Role of Design in the Kingdom of Content, www.smashingmagazine.com.
- If you look at this particular home page what catches your eye at first? The starving child. Does this trigger an emotional response?
- BEST PRACTICE #5: MAKE YOUR SITE EASY TO NAVIGATE” User-centric design has become a standard approach for successful design. After all, if users can’t use a feature, it might as well not exist.” -- Vitaly Friedman,“10 Principles of Effective Web Design”, www.smashingmagazine.com
- Understanding how your audience uses your website is the first step towards effective navigation. Who better knows how to create an intuitive site structure than your audience themselves!Ask yourself does it Does it take two-clicks or less for key tasks?
- Best Practice # 6: INCLUDE CLEAR, BOLD CALLS TO ACTION“Assuming that you’ve written a brilliantly persuasive page, it’s still next to worthless without a strong call to action…” - Brad Shorr, “Five Copywriting Errors That Can Ruin a Company’s Website,”
- You have something in mind that you want visitors to your site to do. Maybe it’s “DONATE” or perhaps “VOLUNTEER”. Whatever it is, be sure that you are directing them to do so and that you’ve made the path easy to find and get to. The more “clicks” that it takes, the bigger chance of losing them along the way.
- Best Practice #7: SHOWCASE YOUR STEWARDSHIP“Stewardship comes down to being able to show donors how their dollars were used and what impact their contributions had.” – Cynthia Gomez, “What Is Stewardship for a Non-Profit?” www.eHow.com
- There are a lot of infographics being used on websites today. They do a great job of sharing the impact and telling a story. Are you doing something similar to show the impact of the donations that you’ve received?
- Best Practice #8 KEEP CONTENT FRESH“…You need to remember that the Internet is a dynamic place, and make sure your site is constantly changing as well.”-- Randall Mains
- - Are events, new and timely content up to date?Utilize automatic feedsAdd dates to content posted on pages
- Best practice #9 – BE SOCIAL“Integrating the social experience into your organization’s web site will help promote the channel, engage supporters, and provide a constant source of dynamic content …” – MelanieMathos & Chad Norman, “101 Social Media Tactics for Nonprofits: A Field Guide.” John Wiley & Sons, Inc.
- Is there a way to connect via social media?Encourage viral sharingShowcase your social activities on your siteMake it easy to connect and commentIt's free advertising every time a user shares your content on his/her site
- Best Practice # 10 – MAKE IT INTERACTIVE“Many of today’s most successful websites are interactive, meaning they allow people to participate in the content in some way. -- Randall Mains, Strategic Web Communication Principle #4: Interactivity” blog.pathmakermarketing.com July 12, 2009
- Are there ways for the user to interact?
- Again, keep in mind that an organization’s website should be the heart of its marketing strategy. Donors take the active step to visit a site based on interest and a desire to learn more. With an interactive website, your donors are more likely to become engaged, which potentially leads to a greater commitment through donations, event registration, volunteering, and continued interest in the overall direction of your organization. The more a website moves beyond static messaging, the better its chances of engaging donors. The goal of your online strategy should include capturing new donor information online and ultimately integrating it into your donor management system, eTapestry, (click)providing you with the chance to cultivate the relationship. It is critical that this information be added to your donor database to avoid missing important opportunities.Let’s take a look at some of the components that you may want to consider for your strategy….
- Before we start, let’s get an understanding of what multi-channel marketing is…Per Professor Philip Kotler, 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 (DONORS) based upon their expressed needs and wants garnered from the real data collected and analyzed and not based upon how they are internally structured.)
- What’s the message that you would like to broadcast? Maybe a status update? (Shelterbox and the typhoon in the Phillipines) with an encouragement to watch for updates on the website and to give now (with links)?Maybe to announce an upcoming event? With an encouragement (and a link) to find more details on the website?Maybe to recruit volunteers? With an encouragement (and a link) to sign up online?
- And do you know what channel are your donors and event participants tuning into? Where can you reach them with the message that you want to deliver?
- With mobile devices overtaking desktops for our sources of accessing the internet, your email can be opened from just about anywhere! Think about this…90% of the Gen Y population (those 18 – 32) are checking their email before they even get out of bed in the morning!They are responsible for about 11% of the total philanthropic giving annuallyAnd, how many of you have parents or grandparents who are constantly on email? Think about all of the “forwards” that they send
- It’s been said that Facebook is like television. People have favorite channels, programs and personalities. We tune in to check out our favorite channels and programs.Facebook, like the other social networks, tends to be heavily utilized by the Gen X (33 – 48) and the Gen Y (18 – 32) groups. Did you realize that 55% of Gen X follow charities on the social networks? Something to think about….Obviously, the case is big that the younger generations are very active on the social medias, Although… I’d submit to you that the Boomers (49 – 62) are alive and well on Facebook as well. Class Reunions have contributed to this! And, the “Matures” (over 62) are joining in as well although with a different purpose. They are jumping on to keep up with the grandkids!
- In this example, ShelterBox USA has shared an update and asked for support,“It is morning in the Philippines and reports are beginning to filter through about the extent of damage following Typhoon Haiyan. Early reports are predicting that 10,000 people could have lost their lives with many thousands now left displaced from their homes. The worst of the damage seems to be focused around the coastal city of Tacloban where the majority of buildings have been destroyed by the storm and subsequent floodwaters. ShelterBox Response Teams are in the Philippines and working to assist families affected by the storm but we need your support. To donate online please click here -https://app.etapestry.com/onlineforms/ShelterBoxUSAInc/PhilippinesTyphoon.html “Notice that they have provided a link directly to their eTapestry donation page.
- Remember, Facebook is like television? Well, Twitter is said to be like radio. We tune in when we have a few minutes, “listen” for a while, switch stations if we’re bored and tune out when we get busy.Short tweets are great to get your word out. If you’re not already using Twitter, think about using this as your next event approaches. This past May, Cardiac Health of Canada did an outstanding job of tweeting information leading up to their annual walk. I knew as the balloons were being inflated, I knew where they were towards meeting their goal, I knew about the fun events that would be waiting for the participants at the end of the walk. I felt like I was there with them every step of the way. It was fun keeping up with them every step of the way!
- In this example, ShelterBox USA is thanking those who are supporting the efforts on the ground thus far and providing a link for others to donate.“Thanks for all the tweets of support following #Haiyan. For those asking how you can help please donate online here - https://app.etapestry.com/onlineforms/ShelterBoxUSAInc/PhilippinesTyphoon.html
- Remember Facebook is like television, Twitter like radio, and now… Linked in is like the Sunday Paper! Except, it usually arrives on Monday or Tuesday.Linked In has the highest concentration of educated, high-income influence leaders, decision makers and business owners. So, think about this, your posts may likely be viewed by an individual who is the decision-maker for corporate donations or grants. It may not be jus the “individual” who you are influencing through this channel
- Don’t discount this one! Direct Mail is alive and well! This channel is most effective with the Boomers and Matures. In fact, 21% of Boomers are making recurring gifts. So, don’t be enticed to give up on this channel!
- The new channel in the line up…. Peer to Peer Fundraising with Friends Asking Friends being one of Blackbaud’s product offerings. Peer to Peer Fundraising allows your constituents or supports to become a member of your development staff (at no cost to you!). This method of fundraising incorporates all of the channels that we’ve already discussed in a very effective way.Peer to Peer Fundraising enables your supporters to
- Think about it…You will probably send out an email, and it may be forwarded.You will post news on Facebook, it will be commented on and maybe shared! (GOLDEN!)You will tweet and your tweet will be re-tweetedYou will post some news on Linked IN for your followers to readAnd, if you’re promoting a peer to peer campaign or event, your constituents will register and then…Notice that by using the Peer to Peer, Friends Asking Friends solution they are using all of the medias! Your message is spreading quickly!
- 10 Surprising social media statistics that might make you rethink your social strategyPosted on Tuesday, July 16th, 2013 Written by Belle Beth CooperIf you’re managing social media for your business, it might be useful to know about some of the most surprising social media statistics this year. Here are ten that might make you rethink the way you’re approaching social media. (click)1. The fastest growing demographic on Twitter is the 55–64 year age bracket.This demographic has grown 79% since 2012. The 45–54 year age bracket is the fastest growing demographic on both Facebook and Google+.For Facebook, this group has jumped 46%.For Google+, 56%.Those are impressive numbers against the prevailing idea that social media is ‘just for teenagers.’ It certainly points to the importance of having a solid social media strategy if these age brackets fit into your target demographic.Rethink it: Keep older users in mind when using social media, particularly on these three platforms. Our age makes a difference to our taste and interests, so if you’re focusing on younger users with the content you post, you could be missing an important demographic. (click)Source: jeffbullas.com2. 189 million of Facebook’s users are ‘mobile only’Not only does Facebook have millions of users who don’t access it from a desktop or laptop, but mobile use generates 30% of Facebook’s ad revenue as well. This is a 7% increase from the end of 2012 already.Rethink it: There are probably more users accessing Facebook from mobile devices than you thought. It’s worth considering how your content displays on mobile devices and smaller screens before posting it, particularly if your target market is full of mobile users. (click)Source: jeffbullas.com3. YouTube reaches more U.S. adults aged 18–34 than any cable networkDid you think TV was the best way to reach the masses? Well if you’re after 18–34 year olds in the U.S., you’ll have more luck reaching them through YouTube. Of course, one video won’t necessarily reach more viewers than a cable network could, but utilizing a platform with such a wide user base makes a lot of sense.Rethink it:If you’ve been putting off adding video to your strategy, now’s the time to give it a go. You could start small with simple five minutes videos explaining what your company does or introducing your team. (click)Source: jeffbullas.com4. Every second 2 new members join LinkedInLinkedIn, the social network for professionals, continues to grow every second. From groups to blogs to job listings, this platform is a rich source of information and conversation for professionals who want to connect to others in their industry.Rethink it: LinkedIn is definitely worth paying attention to. In particular, this is a place where you may want to focus more on new users. Making your group or community a great source of information and a newbie-friendly space can help you to make the most out of the growing userbase. (click)Source: Social Media Video 20135. Social Media has overtaken all other activity as the #1 activity on the webWe all knew social media was popular, but this popular? Apparently it’s the most common thing we do online. So next time you find yourself watching Kitten vs. Watermelon videos on Facebook, you can at least console yourself with the fact that the majority of people online right now are doing something similar.Social media carries more weight than ever. It’s clearly not a fad, or a phase. It continues to grow as a habit, and new platforms continue to appear and develop.Rethink it: Putting time and effort into your social media strategy clearly makes sense in light of these stats. If you weren’t already serious about social media, you might want to give it a bit more of your time now.Source: Social Media Video 2013(click)6. LinkedIn has a lower percentage of active users than Pinterest, Google+, Twitter and FacebookAlthough LinkedIn is gathering new users at a fast rate, the number of active users is lower than most of the biggest social networks around. So more people are signing up, but they’re not participating. This means you’re probably not going to have as good a response with participatory content on LinkedIn, like contests or polls, as you might on Facebook or Twitter.Rethink it: If you’re hoping to get people involved, think about which platforms are best for that. Facebook or Twitter might be a better place for your contest or survey, while passive content like blog posts or slide decks might be just right for your LinkedIn audience.Source: jeffbullas.com(click)7. 93% of marketers use social media for businessOnly 7% of marketers say they don’t use social media for their business. That means there are lots of people out there getting involved and managing a social media strategy. It’s becoming more common to include social media as part of an overall marketing budget or strategy, as opposed to when it was the outlier that no one wanted to spend time or money on.Rethink it:If you’re struggling to make your strategy work, or you just want some advice, you don’t have to go it alone. If 93% of marketers are using social media for business, you can probably find someone to give you a hand. Plus, there are lots of blogs, videos and slide decks around to help you out.Source: Social Media Video 2013(click)8. 25% of smartphone owners ages 18–44 say they can’t recall the last time their smartphone wasn’t next to themIt’s pretty clear that mobile is a growing space that we need to pay attention to. And we’ve all heard the cliché of smartphone owners who don’t want to let go of their phones, even for five minutes. Well, apparently that’s not too far from the truth. If 25% of people aged 18–44 can’t remember not having their phone with them, there are probably very few times when they’re not connected to the web in some way.Rethink it: While you can reach people almost anytime, since they have their smartphones with them almost always, this also means you can interrupt pretty much any part of their lives. Don’t forget that having a phone in your pocket all the time isn’t the same as being available all the time. (click)Source: marketingprofs.com9. Even though 62% of marketers blog or plan to blog in 2013, only 9% of US marketing companies employ a full-time bloggerBlogging is clearly a big focus for marketers who want to take advantage of social media and content marketing. This is great, because blogging for your business has lots of advantages: you can control your company blog, you can set the tone and use it to market your product, share company news or provide interesting information for your customers. With only 9% of marketing companies hiring bloggers full-time, however, the pressure to produce high-quality content consistently will be a lot higher.(Of course, not all marketers work at marketing companies, but the stats are still interesting—how many companies in any industry can afford to hire—or already have—a full-time blogger?)Rethink it: If you don’t have (or can’t afford) a full-time blogger for your business, be aware that having a content strategy that requires consistently posting on your blog will mean a lot of work for your marketing team and/or other team members in your company to keep up that volume. This can work, it’s just important to realize how big a task it is to run with a full-time content strategy without a full-time content creator. (click)Source: factbrowser.com 1 and 210. 25% of Facebook users don’t bother with privacy settingsWe’ve seen a lot of news about social media companies and privacy. Facebook itself has been in the news several times over privacy issues, Instagram users recently got in a kerfuffle over changing their terms of service, and the recent NSA news has seen people become more conscious of their privacy online.But despite these high-profile cases of security-conscious users pushing back against social networks and web services, Velocity Digital reports that 25% of Facebook users don’t even look at their privacy settings.Rethink it: Assuming that all of your customers are thinking along the same lines could be a big mistake. Especially if you’re basing that on what you’ve heard or read in the tech news. Remember that your customers might have very different priorities than what you expect. (click)Source: velocitydigital.co.ukSource: Blog post by Belle Beth Cooper found at http://blog.bufferapp.com/10-surprising-social-media-statistics-that-will-make-you-rethink-your-strategy
- So what motivates people to become involved, to participate and to give? Notice that 50% give because a friend asked them to. This is where your work with multi-channel marketing really pays off! Remember, the Twitter Re-tweeting? The Facebook Sharing? The eMail Forwarding? Your message is being shared motivating others to react.Also… notice the age breakdown of fundraising participants… the largest percentages fall in the 30 – 39 and the 40 – 49 age range. In fact, about 60% of the participants fall into these categories!
- In considering the “appropriate solicitation channel” you can see many variances across the age groups. Notice that Peer to Peer is pretty consistently accepted across all age groups.
- http://www.forbes.com/sites/deborahljacobs/2013/08/08/charitable-giving-baby-boomers-donate-more-study-shows/From a study conducted by Blackbaud earlier this year, that compares the giving habits of Boomers (aged 49 to 67) with so-called “Matures” (who are 68 or older), Gen X (33 to 48) and Gen Y (18 to 32). The survey, found that not only are Boomers the largest group numerically, with 51 million individuals comprising 34% of the donor base, they are also the largest contributors, giving an estimated total of $61.9 billion per year (43% of all the dollars donated). Matures accounted for 26% of the donations; Gen X, 20%; and Gen Y 11%.The study also revealed that multichannel engagement is the new normal, but that the ideal mix varies from generation to generation. The majority of donors don’t mind being approached by friends (or friends’ kids) to support a charity. Boomers increasingly give online (as opposed to by mail) — something that hasn’t caught on with the generation older than them. Younger donors are less responsive to telephone solicitation, and more likely to give through the workplace (in contrast to Boomers who are being forced out of corporate jobs). They also like cause-related marketing – where a portion of the purchase price goes to a cause or charity.Fundraisers can give their thumbs a rest, too; giving by text “appears to be going nowhere,” the study concludes. Based on these findings the report on the study, written by charitable consultants Sea Change Strategies, offers some practical advice to charities. The most obvious is to focus on Boomers. “Matures are slowly passing from the scene but will still be a presence in 2023,” the authors write. Event planners take note: “Approximately, one-fifth of donors, without generational variation, say they attend or host in-person events for a cause or charity.”The authors recommend that charities “prepare for the future today,” by attracting younger supporters through peer-to-peer fundraising and crowdsourcing. But nonprofits need to recognize that the full payback may be many years off.It’s important to understand the giving habits of the generations and to realize the giving habits of our future generations to come as we look at methods that reach out to all generations. Peer to Peer Fundraising is one such method.
- How do you move from the “commercials” – the glimpses of new prospects of whom you’ve met from your multi-channel marketing approaches? (click)To the “regularly scheduled program” – your plan for donor cultivation ….
- WITH… ETAPESTRY…There are many tools which are available within your database (or that can be added)Let’s take a look at those…
- (Tim)
- When you add a secure donation page to your Web site, you can leverage the power of the Internet to increase your revenue. Benefits of adding an Online Giving page:Attract new donors at a much lower cost. Designing, printing and mailing appeals is expensive and time-consuming. By enhancing your communication efforts with a Web site and email, you can optimize each dollar dedicated to marketing your mission and reserve pricey mailings for when they will make the greatest impact.Generate higher average donations. Nielsen//NetRatings reports that wired households tend to be larger, more affluent and better educated than those without Internet access. This may be one reason that many organizations have reported receiving online donations two to three times greater than gifts that are mailed in.Reach a more diverse group of people - ideologically and demographically. 1998 Hart survey data reveals that 60% of direct mail donors identify themselves as democrats, but online activists are almost equally divided between Republicans (41%) and Democrats (39%). In addition, data indicates the average age of direct-mail donors is almost 20 years older than socially engaged Internet users, suggesting that the Internet is a good way to build donor support for the years ahead.Reduce processing costs. Online transactions eliminate costs associated with printing, stuffing and mailing pledge reminders so your staff can spend more time getting to know your new donors.Access money faster Electronic transactions can be deposited into your bank account within hours, not days. Plus, the funds will be guaranteed because bounced checks will become a thing of the past.
- Having an online Event Registration Page for your events has many of the same benefits of the Online Giving page, plus:Benefits of adding an Online Event Registration page:Attract new prospects at a much lower costGenerate more attendanceYou can generate attendance lists for staff & volunteers to use in planning & coordinating the eventHaving the event attendance logged in each person’s journal makes it easy to follow up with post-event communicationsYou can use the previous event attendance data for future event planning and budgeting
- This form allows your page visitors to purchase memberships. Benefits of adding an Online Event Membership page:Attract new members at a much lower costGives current members something to refer their friends toGenerate more memberships by making it easier to join
- This form allows your page visitors to sign up to receive regular communications from you. As potential donors learn more about you, you have the opportunity to start building a relationship with them that can lead to long term support. Benefits of adding an Online Event Contact page:Reach people who just want to learn more about you at firstGenerate a following by communicating your successesAttract potential prospectsOpen up your marketing potential
- This form allows your page visitors to register to volunteer with your organization.
- eTapestry’s Do-It-Yourself Online Forms provide online giving and registration capabilities that fully integrate with your eTapestry database and give you direct access to create new online forms and make updates and changes to existing online forms. eTapestry’s online forms are independent of your website, they communicate directly with your eTapestry database and are designed to save you time, while giving your supporters the flexibility they desire. To access your DIY Forms: Click on Management > under the Online Presence Column click on DIY Forms
- If you do not have any DIY Forms, you’re DIY Forms Page will look like this.You’ll want to click on the Take a Walkthrough button and watch the three videos reviewing the DIY Forms:Create a FormEdit and PublishYour Forms
- To create an Online DIY Form, simply click on the box for the type of page you would like to create.
- Once you’ve created your DIY online form, you can embed the HTML code right into your website so that your online form fits right in with the same look and feel of the rest of your website.
- The eStore allows you to sell items on your website directly to your constituents and integrate the payment information with your database. It provides a new way of reporting and storing purchase transactions that will be familiar to anyone who shops on the web using a virtual shopping cart. Within eTapestry, a Cart order will be stored as a purchase, not as a gift. This makes it easier to separate donations from purchases in your reporting. Each purchase transaction will be tied to the appropriate item to make reporting a snap, and items purchased together will be grouped together as a segmented transaction in eTapestry. The eStore provides an easy way for your organization to get started selling products, event registrations and other resources on your website. With the automatic data flow into eTapestry, there’s no need to manually enter the purchases and donor information or perform a data synch with another system.
- If you have added Blackbaud’s Friends Asking Friends as your Peer to Peer Fundraising solution (click) the donor and participation transactions can be integrated with eTapestry as well… By using the connector (click)betweenFriends Asking Friends and eTapestry the donations and participation entries will be recorded in eTapestry.This is completed weekly on Sunday evenings.
- In the big picture of your strategy, we’ve talked about using different tools to point people to the main program. We’ve talked about many tools that can help with this online. In addition, you are able to communicate with those visitors via email using the Advanced Email (click)rom within eTapestry.This can be very effective to inform and influence those new to your organization pertaining to current and upcoming opportunities (such as campaigns or events)
- Relationships are built on communication, respect and trust, which are earned when you demonstrate daily that your organization is worthy of supporters’ investments of time, energy and money. Email offers a cost-effective way for nonprofits to send personalized communications to donors, members, alumni and volunteers, and it enables constituents to respond to your call of action at their convenience.As nonprofits embrace the power of the Internet, email is emerging as an increasingly important communication tool. Nonprofits that take the time to learn the communication preferences of their donors and prospects will have the advantage when competing with similar organizations for donations.Note here that there is no drop-off on email use in older age groups. That means your older constituents are likely to be just as accessible via email as anyone else.
- You can use email to continually share your mission and vision, communicate your successes and what future initiatives will include, and link to video of events and testimonials. Donors appreciate that email enables you to put more money toward your mission by lowering your marketing expenses. As you communicate with your donors, collect email addresses and send occasional updates with succinct messages that drive them to specific areas of your site. Add value by including breaking news that is tailored to your audience. If your e-newsletters remain timely and reliable, your donors will come to rely on them, guaranteeing you an audience for future solicitations. Be sure to allow recipients to “opt-out” of receiving future messages. Offering recipients that kind of control has been proven to increase their loyalty — and the likelihood that they will pass your email on to their associates. Consider adding a “forward to a friend” button to make that process even easier. Your subscriber base, and subsequently donor base, will increase exponentiallyOnce you determine which constituents prefer emails to other types of communications, you can also use email to send:Pledge remindersMembership renewalsReminders of volunteer commitmentsAlerts with a call to actionNewslettersCampaign updates
- With eTapestry’s communication tools, you can create templates for all kinds of email communications. We provide you with a variety of templates to choose from, or if you are creative – you can build one from scratch. All the templates are editable and can be customized to match your logo and website design. Queries are used to develop your mailing lists, allowing you to segment your donors for specific mailings – or send any mailing to everyone you have an email address listed for.
- eNewsletters are a great method for keeping your donors and prospects aware of what you’re doing to have an impact.
- You can also drive people to specific areas of your website, where they can:Make a donation for a specific cause or to honor or memorialize someoneRegister for an event such as a fundraiser, class or seminarReview membership levels and benefits and join onlineRequest information about the programs and services you offer
- (Angie) We’ve covered a lot. But, specifically, we have covered 3 points today:Evaluating your website for impactSocial media tools to spread the word FacebookTwitterLinked INeMailPeer to PeerOnline tools that are a part of eTapestry’s offerings
- (Tim)Any strategy needs to not only be developed, but followed closely to monitor it’s success. By tracking the online fundraising tools you have included with your strategy, you’ll be able to see your successes and the areas where you need to provide more attention. In the end, it will be worth it as you see your revenue increasing as more people are made aware of your organization, it’s mission and they connect with you in a long term giving relationship.
- Before we hit the “OFF” button, are there any questions?(Note to presenter…. This is the end of the presentation. The slides that follow are included for reference only if needed during the presentation. )
- Difference between P2P & Traditional giving is the organization’s relationship to the donor.Traditional – the organization knows the donorP2P – the connection is a constituent who knows the donor
- With Peer to Peer your current supporters are becoming more engaged with your organization and are then engaging the support of their like-minded friends and relatives. They are becoming “honorary” members of your development staffAs the friends and relatives react by registering or by donating, you will gain contact information for these, your new prospects
- With Peer to Peer Fundraising, your constituents are able to tell your organization’s story in their own words, and in their own way by telling their own story.Let’s think about Riley Children’s Hospital in Indianapolis. Riley would like for you to know that they offer comprehensive and specialized care in every field of pediatric medicine and surgery. They also would share with you that “As one of the country's top children's hospitals, Riley Hospital for Children at IU Health strives to provide the most advanced care and premier pediatric research in the nation.We provide comprehensive children's care-from the routine to the most complex-in every field of pediatric medicine and surgery. And in the ten specialty areas that are rated by U.S.News & World Report, we're ranked nationally in all ten of them.Our highly skilled physicians are recognized across a number of different specialty areas ensuring that your child will always be in expert hands. We bring the highest level of care to children across Indiana with the most innovative treatments and the latest technology. Pioneering new programs and treatment options brings confidence in the level of expertise and experience each child receives every day at Riley.”As a supporter and parent of a patient of Riley Children’s Hospital, I would share with you (Wendy’s story)Think about it, if you received an invitation from me to support Riley, would you be likely to give? More so than if you received a letter directly from Riley? Peer to Peer… it works!
- TRAPEZOIDS“Trick in the back pocket” fundraisers –
- … It all starts with an invitation to participate in your upcoming event or campaign. You can easily use eTapestry’s advanced email for this! Be sure to include the URL for the Peer to Peer, Friends Asking Friends, site and you’ll be ready to go!
- Your supporters will learn about the event or campaign and register to be a part of it.
- Each participant will tell your story in their own way… remember Riley Children’s Hospital? Your Story… Their Story? This is where it happens!
- They will send out emails, tweet, post on Facebook, spreading the word about the upcoming event or campaign that is underway
- Their friends and family will be directed to go online and support them.
- And, when it’s time for your next event, use eTapestry’s Advanced email to invite your previous participants and donors to register for this event. That’s it! Easy enough! The cycle repeats itself!
- As you can see, the journal is updated with the transaction for the donation. eTapestry will look for existing accounts and append them, or create new accounts as necessary.NameAddressEmail address
- Notice the notation for Dustin Heller, he was the participant who invited Martin go give. If we were to go to Dustin’s account, we would see the soft credit entry there as well.
- An entry is made for each participant representing their registration
- The entry includes information pertaining to which fundraiser they are participating in and which team they are a part of. These fields can be queried in eTap so you can create reports or mailings based on the results.