04/14/2023 1

9 ESSENTIAL ELEMENTS FOR ONLINE SUCCESS IN 2011Session 3 of 3

Presented by Zach Anderson

04/14/2023 2

Zach Andersonzach.anderson@blackbaud.com

• Located in San Francisco• Manager of Online Strategies• Talks to RE clients everyday about

online strategy

04/14/2023 3

HOUSEKEEPING!

o Your phones are muted. We’ll break for questions and have time at the end of the session

o Optimize Viewing the Event• Hit the F5 key to put the window into full-screen mode• Close all other applications• Increase your computer’s screen resolution

1. Start Menu->Control Panel->Display

2. Settings Tab

3. Increase screen resolution by moving the slide all the way to the ‘More’ side (right)

4. Click Apply and OK

o You will receive a copy of this presentation

04/14/2023 4

QUESTIONS ALONG THE WAY?

Please feel free to type your question into the Q&A chat box:

04/14/2023 5

Listen and Connect

Social Media

Email

SEO

Engage and Inspire

Website Design

Interactive Giving Options

Online Events and Peer-to-Peer

Fundraising

Cultivate and Retain

Personalization

Integration

Analytics

INTRODUCING THE 9 ESSENTIAL ELEMENTS SERIES

04/14/2023 6

AGENDA

What do they mean?

Why do they matter?

Who's doing it well?

What can YOU do today?

Personalization Integration Analytics

04/14/2023 7

PERSONALIZATIONMake it relevant

Stewardship

Connect

04/14/2023 8

Customization• You as a constituent

change the way the page looks to include or not include certain items

Personalization• You as an organization

change the type of information you present to constituents online based on their previous actions

PERSONALIZATION – WHAT DOES IT MEAN?

04/14/2023 9

Using personalization can drastically improve:• Your response rates• Increase the value of your communications for the recipient

• Help reduce unsubscribes• Prevent list fatigue

WHY PERSONALIZE?

04/14/2023 10

PERSONALIZATION

There is not a one size fits all model when it comes to your organizations website.

04/14/2023 11

PERSONALIZATION

Your audience looks more like this…..

04/14/2023 12

I have some bad news……your constituents are spoiled.

04/14/2023 13

04/14/2023 14

PERSONALIZATION

04/14/2023 15

PERSONALIZATION – AT ITS FINEST

04/14/2023 16

• Build a relationship that encourages the constituent to return

• Better stewardship• Provide customized experience• Target each individual supporter differently by

providing one-to-one marketing• Predict customer needs• Identify supporter characteristics by initiating 2 way

communication• Make the interaction efficient and satisfying for both

parties

NEED FOR PERSONALIZATION

04/14/2023 17

CUSTOMIZATION

04/14/2023 18

•Prioritize content•User Controlled content•Customized Look & Feel for each user

NEED FOR CUSTOMIZATION

04/14/2023 19

• Demographics and Lifestyle – these are observable and traceable metrics such as location, age, region, marital status, etc.

• Preference and Opinion – this is something that you can survey or poll your donors on, and collecting this information via an online portal is a great idea.

• Behavior – again, this is observable and traceable, and is based upon prior actions and not intentions or preferences.

BASIC RULES OF PERSONALIZATION

04/14/2023 20

04/14/2023 21

04/14/2023 22

04/14/2023 23

PERSONALIZATION – START SMALL

04/14/2023 24

LET THEM PERSONALIZE THINGS TOO

04/14/2023 25

04/14/2023 26

04/14/2023 27

AID AT L ANTA

04/14/2023 28

PERSONALIZED GIVING

Standard Donation Form Personalized Donation Form

04/14/2023 29

04/14/2023 30

PERSONALIZATION – WHAT CAN YOU DO TODAY

• Show your supporters that you are listening - Email?- Website?

• Personalize with giving and events- Make sure they can see that you know where they gave or attended

• Start Small- Try a few segments, how would you tailor your message?

• Test! There is no right answer, test, try, test, try again

• Listen to your supporters- Survey them, who are your audiences?

04/14/2023 31

INTEGRATIONLets Re-define integration

Multichannel

04/14/2023 32

INTEGRATION – WHAT IS IT?

04/14/2023 33

Most people think its about eliminating data entry and dual entry

04/14/2023 34

You would be 50% Right

04/14/2023 35

EXAMPLE CAMPAIGN

04/14/2023 36

The other 50%is about

knowledge

04/14/2023 37

Offline Persona

• Dr. Robert Hernandez

• Giving this Year: $2,500

• Regularly responds to direct mail appeals with gifts of $200 or more

Online Persona

• Dr. Robert Hernandez

• Giving this Year: $1,000

• Subscribes to the weekly newsletter, sends eCards for family holidays

AN INCOMPLETE VIEW GIVES AN INCOMPLETE UNDERSTANDING

04/14/2023 38

Dr. and Mrs. Robert Hernandez

Consistent, loyal relationship across many dimensions

Lifetime Commitment: $27,000 since 1995

Offline Interactions: His company sponsors the annual event every year, regularly responds to direct mail appeals with an average gift of $200 or higher, multiple event tickets purchased

Online Interactions: Sends eCards, Visits pages on Planned Giving and Volunteering, high open rate on “Will and Bequest” emails.

Network Interactions: His daughter volunteers and his son-in-law’s brother was a program beneficiary who has promoted your organization on his blog

…AND MISSED OPPORTUNITIES WITH THIS SUPPORTER AND OTHERS

04/14/2023 39

MULTICHANNEL

Constituent

04/14/2023 40

First Year Retention is 29.3% for single channel donors

First Year Retention is 51% for multi-channel donors

WHY IT MATTERS

04/14/2023 41

Compared to $88 for offlineCompared to $170 for online

Median revenue/donor: $339

First year retention: 51%

30% for offline donors22% for online donors

Multi-year donors retained: 75%

59% for offline donors52% for online donors

MULTICHANNEL IS HOT … !

04/14/2023 42

EXAMPLE CAMPAIGN

04/14/2023 43

EXAMPLE CAMPAIGN

04/14/2023 44

• Focus on being multichannel • Simplify the process• Treat every online communication with the same care you would treat a direct mail piece – segmentation, etc

• Do what you can to get a 360* view of your constituents

• Don't send an email without considering their offline history

INTEGRATION – WHAT YOU CAN DO TODAY

04/14/2023 45

ANALYTICSWhat should we track?

Educate yourselves

04/14/2023 46

• The field of data analysis. Analytics often involves studying past historical data to research potential trends, to analyze the effects of certain decisions or events, or to evaluate the performance of a given tool or scenario.

ANALYTICS – WHAT DOES IT MEAN

04/14/2023 47

87% of Internet users use search engines like Google to find information.

http://www.flickr.com/photos/marciookabe/

04/14/2023 48

WEBSITE VISITORS

• How many people are visiting your website? • How long are they hanging around for?• How many return?

Aim for visitors to engage with your site for 2 minutes or more

Aim for a bounce rate of under 30%

04/14/2023 49

ANALYTICS

04/14/2023 50

WHAT CONTENT IS POPULAR? WHY IS THAT?

04/14/2023 51

EXAMPLE CAMPAIGN

04/14/2023 52

ANAYLTICS – WHAT SHOULD YOU TRACK

Step one – Define some goals

Average gift online

Number of transactions

Conversion rate (visitors vs. those who take action)

Email click through

Email conversion

Value per email

04/14/2023 53

INCREASE HOUSEFILE: EMAIL ADDRESSES

04/14/2023 54

INCREASE DONATIONS: NUMBER OF GIFTS

04/14/2023 55

AVOID THE SILOS!

04/14/2023 56

• You probably have meticulous analytics with direct mail programs

• Start doing it online! • Start using Google Analytics TODAY!

- Its Free

• Set Goals• Establish Benchmarks• Think about Social Media• Take a Holistic Approach

ANALYTICS – WHAT YOU CAN DO TODAY

04/14/2023 57

• NetWits Think Tank – the best and the brightest at Blackbaud share tips, tricks, and resources related to nonprofit internet strategy

• The Blackbaud Index of Charitable Giving – view revenue trends of 1,412 nonprofit organizations representing $2.2 billion in yearly revenue on a monthly basis, both offline and online.

• Friends Asking Amy – “I created Friends Asking Amy to be a resource for event fundraisers. With help from my fundraising friends, we’ll be sharing ideas you can implement into your events, updates and information on current trends we’re seeing in the marketplace and answering your questions”

NONPROFIT TOOLS AND RESOURCES

04/14/2023 58

WHAT QUESTIONS DO YOU HAVE?