15 nonprofits, 1 platform, 3 people: unique fundraising made uniquely easy

15 Nonprofits, 1 Platform, 3 People:Unique Fundraising Made Uniquely Easy

Kimbia Webinar Series Digital Fundraising in the Healthcare WorldAugust 25, 2016

Agenda• Introducing Kimbia and Beth Interactive• 15 Nonprofits, 1 Platform, 3 People: Unique Fundraising Made Uniquely Easy

– Transition to Kimbia– Donation Forms– Event Forms– Memorial & Tribute Forms

• Q & A

Introducing Kimbia & Beth Interactive

Taylor Shanklin• aka “T-Shank”• Sr. Manager, Product Marketing @ • Peer-to-Peer Fundraising Boss Lady• Nonprofit tech nerd & writer• Coffee, kids, wine• @tshankcycles• kimbia.com

Kimbia provides an all-in-one solution for...

Online Fundraising

Event Registration

Peer-to-Peer, Team & DIY Fundraising

Giving Days / Crowdfunding

Custom Forms

The Kimbia SolutionEmbedded in an organization’s existing website• Enables branding control• Increases donor

conversion by 30% on average

Mobile-ready responsive• No need for web APIs

to build / style

Social sharing integrationWorks with client systems of choice:• Integration ease using data

APIs• App on Salesforce

AppXchange

Secure, PCI Level 1 compliant forms

£€¥$ Multi-Currency

Multi-Language

20+Gateways

Beth Hatcher• Founder and Principal of Beth Interactive

Inc.• Digital and healthcare marketing

aficionado• Passionate about building partnerships

with our clients• International travel, languages, cooking,

wine(and mom to 1-year-old Iris)

• bethinteractive.com

Beth Interactive

• Digital strategy and consultation• Email marketing• Online philanthropy and fundraising• Search engine optimization• Web analytics, design, writing and

management

SPECIALTIES

Digital marketing agency based in Chicago with more than 11 years’ experience working with fundraising and healthcare organizations, hospitals and physician practices

STRENGTHS• Focus on your brand, consumer

experience and measurable results with every project

• Exceptional project management• Targeted copywriting• Meticulous attention to detail• Clear communication

15 Nonprofits, 1 Platform, 3 People:Unique Fundraising Made Uniquely Easy

PollHow many of you have had...• Difficulty setting up online registration for numerous events at the same

time?• Frustration with lack of brand consistency for your organization?• Numerous people using your fundraising software differently?• Women’s Board, Associates’ Board and Junior Board asking different demands

of your team at the same time?

So have we.

Background• Beth Interactive is the digital marketing agency for the Foundation of one of

America’s Top 10 Hospitals• Provide digital marketing and philanthropy strategy/execution, form creation,

email marketing and website management– External donor events and appeals– Internal employee campaigns– 14 Affiliated Organizations’ events

• Since 2014, Kimbia has been their fundraising platform for all donation and registration forms—plus peer-to-peer fundraising campaigns

Before Kimbia• Prior to Kimbia, the Foundation used a different online fundraising platform—but weren’t

happy with the product– Cumbersome, inflexible interface on the back-end– Outdated functionality, look and feel on the front-end– Limited branding customization without professional design and coding expertise– Non-customizable reporting tools

• This resulted in:– Inconsistent development of donation, event, memorial/tribute forms and email

acknowledgment copy– Multiple users struggling with the same product– Time drain on the gift processing team due to troubleshooting inconsistent data

fields– Poor representation of the Foundation’s brand—and that of its parent Hospital

Transition to Kimbia• In 2014, the Foundation decided to switch to Kimbia and asked Beth Interactive

to handle the transition because of our large-scale project expertise and project management skills

• Switching to Kimbia allowed us to rebuild the platform and forms from scratch—and do it the right way

• We began by:– Auditing all forms to determine which needed to be moved—and which were

no longer being used by donors– Meeting with the database team– Locating and cataloguing all visual assets– Evaluating all website pages that needed updated links– Defining a process for how to handle creation, approval and launch as

efficiently as possible

In less than three months, we converted 87 forms for the Foundation...

FOUNDATION

...and each of its 14 Affiliate Organizations

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...with a team of just 3 people!

Form Transition Challenges

Creating form templates with standard questions for ease of replication

1Writing similar copy for the Foundation and its Affiliated Organizations to achieve brand and tone consistency

2Mapping all fields to Raiser’s Edge database for gift processing team

3 4Meeting the disparate needs of disparate groups in a way that could be leveraged as a long-term investment

Goal of this Webinar• How to maximize Kimbia’s flexible fundraising platform to meet the disparate

needs of corporate and partner organizations while maintaining brand consistency, streamlining the user experience and benefiting from best practices

• Principles will apply to healthcare, nonprofits, chapters/affiliates and digital philanthropy transitions across the board

• We’ll review:1. Donation Forms

How We Leveraged Kimbia to Develop an Iterative Process

2. Event FormsHow We Reduced Long-term Time Investment by 84%

3. Memorial & Tribute FormsHow We Created 48:1 ROI!

Donation FormsHow We Leveraged Kimbia to Develop an Iterative Process

Step 1:Define and use Hospital’s brand guidelines• Centralized copywriting model—one group writing

all copy for consistent branding and terminology• Used Hospital’s brand guidelines as a baseline:

– Times (8:00 a.m. vs. 8 am)– Phone numbers (123-456-7890 vs.

123.456.7890)– Healthcare vs. health care

• Developed our own standards:– Introductory copy for donation and event forms– Contact us information

• Each Affiliated Organization had its unique flair—but with a strong overarching foundation of copywriting

Step 2:Develop initial donation form• Reworked the old donation forms to define a

standard template for all general donation forms in Kimbia

• Kimbia’s flexible question format allowed us to ask any questions in any order

• Optimized layout for the page (two columns)

Step 2:Develop initial donation form• Reworked the old donation forms to create a

standard template for all general donation forms in Kimbia

• Kimbia’s flexible question format allowed us to ask any questions in any order

• Optimized layout for the page (two columns)• Used parent/child questions, which old

system didn’t offer, to shorten form• Collaborated with database team to make

sure all standard questions are addressed

Step 2:Develop initial donation form (continued)• Consistency within

forms:– Pre-selected donation

amounts with ongoing payment option

Step 2:Develop initial donation form (continued)• Consistency within

forms:– Pre-selected donation

amounts with ongoing payment option

– General contact information

Step 2:Develop initial donation form (continued)• Consistency within

forms:– Pre-selected donation

amounts with ongoing payment option

– General contact information

– Donor recognition and matching gifts

Step 2:Develop initial donation form (continued)• Consistency within

forms:– Pre-selected donation

amounts with ongoing payment option

– General contact information

– Donor recognition and matching gifts

– Tribute questions

Step 2:Develop initial donation form (continued)• Consistency within

forms:– Pre-selected donation

amounts with ongoing payment option

– General contact information

– Donor recognition and matching gifts

– Tribute questions– “Why did you give?”

Step 2:Develop initial donation form (continued)• Consistency within

forms:– Pre-selected donation

amounts with ongoing payment option

– General contact information

– Donor recognition and matching gifts

– Tribute questions– “Why did you give?”– Email opt-in

Step 2:Develop initial donation form (continued)• Consistency within

forms:– Pre-selected donation

amounts with ongoing payment option

– General contact information

– Donor recognition and matching gifts

– Tribute questions– “Why did you give?”– Email opt-in– Mail-in gift option in

footer

Step 2:Develop initial donation form (continued)• Added reporting code structure for

proper gift processing disbursement • Confirmed all field names with database

team for merge into Raiser’s Edge

Step 3:Write consistent confirmation messages• All messages followed hospital brand

guidelines and contained:– Subject line and headline– Introductory copy– Body copy– Tax-deductible information– Contact information– Sign-off

Step 4:Develop consistent email branding

Step 5:Create multiple campaigns and copy form template

• Kimbia allows each account to have multiple campaigns

• We created a campaign for each Affiliated Organization to group and track funds received

• Copied the donation form template into each campaign and customized accordingly:– CSS styling– Specific copy and questions to each

Affiliated Organization

Step 6:Launch on website• Kimbia forms embed seamlessly

within websites and pick up styling of each site

• No need to design 15 themes for the Foundation and each Affiliated Organization!

Website

Kimbia Form

Step 6:Launch on website

Step 7:Set up global questions• To iterate the process, we needed to

make sure additional standards were in place

• Kimbia’s global questions allow you to create one question that can get added to any form

• Changes to global questions then get propagated across all forms

Step 7:Set up global questions and section presets• Kimbia’s section presets allow you

to define the standard questions you want to appear when you create new forms:– Donation forms– Registration forms– RFI (request for information)

forms• Helpful for teams with multiple users

Step 8:Repeat, seek approval and document methodology

• We followed this process for the 87 forms created as part of the initial transition—and 250 subsequent forms developed since then

• Because of our templated approach, all forms—even those for the Affiliated Organizations—were “pre-approved” by the Foundation

• Review process included:– Confirmation messages (on-screen

confirmation and email acknowledgment)– Reporting codes

• We created an internal checklist and shared it with the event team to capture consistent information across all campaigns

Results• Foundation was happy—87 forms launched in three months with brand

consistency!• Affiliated Organizations were happy—their unique brands and personality

were reflected within our forms’ consistent framework• We invested a lot of time creating this foundation for future campaigns

How has this investment paid off long-term?

Event Forms

How We Reduced Long-term Time Investment by 84%

Fundraising Events• The Foundation and its Affiliated Organizations hold 50

events each year, plus many peer-to-peer fundraising events and internal campaigns

• For most fundraising events, we build:– Registration form– Donation form– Sponsorship form

• We are able to leverage our initial work building these forms in Kimbia—but each event has its unique needs

50 ANNUAL EVENTS!

United Way Golf Outing• Annual golf outing hosts 220 golfers each fall• Web page uses Kimbia’s form chooser widget to

toggle between registration, donation and sponsorship forms

United Way Golf Outing• Annual golf outing hosts 220 golfers each fall• Web page uses Kimbia’s form chooser widget to

toggle between registration, donation and sponsorship forms

• Registration page needed individual tickets, foursome tickets and mulligans

• For Year 1 of each event, we spend extra time getting the forms just right

• Now, for Year 2 (and beyond), we can leverage that initial work done

Launching Annual Fundraising Events in Year 2+

Copy previous registration, donation and sponsorship forms in Kimbia

1Update date, time, location and cost (as necessary)

2Update confirmation messaging (on-screen and email acknowledgment)

3

Add new reporting codes from Database team

4Embed on website5

Pull confirmation messages for Foundation and A/O approval

6Launch!7

Events team even sends us edits based on last year’s confirmation messages to streamline efficiency!

Results: United Way Golf Outing Time Investment• How much time did we spent creating forms for the United Way Golf Outing?

2014: 19.25 hours

2015: 7.75 hours

2016:3.00 hours

Time/cost efficiencies mean we focus more on email promotion!

Results:Yearly Fundraising Events Time Investment

Over two years—a time and cost reduction of 84%!

2016

2015

2014

0 5 10 15 20 25

3.25

5.75

8

2.25

9.5

12.25

3.5

5.25

13.5

3

7.75

19.25

United Way Golf Outing Smoking Cessation Last Call for Fall Breaststroke 4 Breast Cancer

Hours

Memorial & Tribute Forms

How We Created 48:1 ROI!

Case Study: Memorial & Tribute Pages• Hospitals have a need to create “In Memory

of” and “In Honor of” pages for grateful patients and families

• Pages need to be launched quickly due to obituaries and ideal benefactor relations

• We developed a consistent template for memorial and tribute pages to make set-up easy and efficient

• Donation form is embedded within the memorial page—no additional clicks to give

Memorial & Tribute Form Template• Variable items:

– Name– Photo– Introductory copy– Designation– Recipient family– Reporting codes

• Everything else follows our standard template

Web Page Email Acknowledgment

Memorial & Tribute Web Page Templates• Created several web page templates based on information provided by

familyNo photo, minimal text 1 photo, medium text 2-4 photos, heavy text

Results:Memorial & Tribute Forms• One business day turnaround for new forms—usually less than 30 minutes!• Excellent service to grateful patients and families• Created 60 forms in two years, which have received gifts from 830 donors• On average, each donation form that’s visited receives:

AVERAGE # OF

GIFTS:24

AVERAGE GIFT:$118

AVERAGE

TRIBUTE: $2,982

48:1 ROI!

Check your inbox for the slides, recorded webinar and Best Practices tip sheet.

To find out how your organization can create 300 forms and generate 30,000 transactions with a small team, contact us!

Beth Hatcher773.332.4022beth@bethinteractive.com

Thank you!

Taylor Shanklin512.222.4219taylor@kimbia.com

#KimbiaWebinars @KimbiaInc

Q & A