friends asking friends and etapestry

9/28/2013 #bbcon 1

eTapestry and Friends Asking Friends Tuning Into the Right Channel

PRESENTED BY: ANGIE VOGT

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INTRODUCTIONS

Hi!

I’m Angie

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TWEET ABOUT OUR SESSION

TWEETING OR FOLLOWING TWEETS

ABOUT THE CONFERENCE? #BBCON

TWEETING OR FOLLOWING TWEETS

ABOUT ETAPESTRY? #BLKBETAP

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By the time we finish today we will have learned

What forms of Multi-channel Marketing are

reaching which groups of people?

What is Peer to Peer Fundraising?

How does Peer to Peer Fundraising fit in this multi-

channel world and more importantly, how can I use

Peer to Peer Fundraising to increase my

organization’s fundraising efforts and to connect us

with solid prospective donors?

How can I use Peer to Peer Fundraising (Friends

Asking Friends) with eTapestry to increase my

house file to cultivate and grow my donor base?

OUR AGENDA

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Definitions from the For-Profit Arena

To better understand why and how for-profits engage in integrated multi-channel marketing, below are several definitions with key points highlighted:

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

WHAT IS MULTI-CHANNEL (INTEGRATED)

MARKETING?

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What Channel

do your event

participants

and donors

tune into?

MULTI-CHANNEL MARKETING

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EMAIL?

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FACEBOOK?

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TWITTER?

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LINKED IN?

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DIRECT MAIL?

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PEER TO PEER FUNDRAISING?

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THIS WEEK’S

SCHEDULE

SUN MON TUES WED THUR FRI SAT

Send

Email

Forward

Email

New

Post

Comment

Rec’d on

Post

Post

Shared

New

Post

Post

Shared

Post

Shared

Tweet Re-

Tweet

Tweet Tweet

Re-

Tweet

Tweet

Re-Tweet

Post

Send

Invite Send

Email

FB Post Tweet Send

Email

Tweet

Status

YOUR DONORS ARE TUNING INTO MANY

CHANNELS, HOW WELL DOES YOUR

PROGRAMMING LINE-UP REACH THEM?

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• 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

10 SOCIAL MEDIA STATISTICS THAT WILL SHAPE

YOUR SOCIAL STRATEGY

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SOCIAL LOGIN PREFERENCES – IN GENERAL

Source: Gigya

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SOCIAL LOGIN PREFERENCES – EDUCATION/

NON-PROFIT

Source: Gigya

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SOCIAL SHARE PREFERENCES – IN GENERAL

Source: Gigya

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SOCIAL SHARE PREFERENCES – EDUCATION/

NON-PROFIT

Source: Gigya

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GENERATIONAL GIVING

Source: Blackbaud

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WHAT IS PEER TO PEER (P2P)?

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• A style of fundraising where an organization recruits individual supporters

to ask their friends and family to donate to that organization.

WHAT IS PEER-TO-PEER FUNDRAISING?

Non Profit

P2P Fundraising is almost always connected to some form of event or personal milestone.

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It is more about their NETWORK,

than their NETWORTH!

WHAT’S DIFFERENT ABOUT PEER 2 PEER?

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YOUR STORY

THEIR STORIES

TELL STORIES FOR DEEPER IMPACT

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Technology enhances current activities Expand your reach and broadcast your message

Decrease cost of supporter acquisition

Increase efficiencies

Your supporters’ viewpoints Deliver personalized communications

Communicate with them where they are &

when they are ready

P2P = Multi Channel Fundraising

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PEER TO PEER = PREFERRED ACROSS

DEMOGRAPHICS

Sources: Convio Next Generation of Giving Report;

% of donors say appropriate solicitation channel

Peer to Peer

Mail

Email

Social Media

Text

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EVOLUTION OF PEER TO PEER

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Run Walk Ride (RWR)

• A-thon Events

• 5k, Walk, Danceathon

• Run by the org, branding is key

• Team Structures

DIY

• Virtual or run by fundraiser only

• Org provides tools to motivated supporters

• Donate your Birthday, Wedding, Spaghetti Dinner…

• Evergreen = run all year!

Tribute

• Personal Pages Created in Honor or Memory

• No physical event

• Personal page tells story, collects gifts in honor

• Evergreen = run all year!

Consumer Portal

• 3rd party site hosts fundraising pages

• Consumers create pages on their favorite charity’s behalf

• Org has little/no involvement, not branded

Multi-Charity Event

• 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!

P2P HAS MANY FORMS…

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HOW DO YOU MOVE FROM THE

“COMMERCIALS” TO THE “REGULARLY

SCHEDULED PROGRAM”?

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WITH…

THE CONNECTION BETWEEN FRIENDS

ASKING FRIENDS AND ETAPESTRY!

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

INVITE YOUR CONSTITUENTS TO

PARTICIPATE IN YOUR EVENT

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

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YOUR FRIENDS ASKING FRIENDS EVENT

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YOUR PARTICIPANTS WILL TELL THEIR STORY

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PARTICIPANTS SPREADING THE WORD!

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FRIENDS MAKE DONATIONS

THE ENTRIES ARE RECORDED IN

ETAPESTRY

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

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DONATION IMPORTED FROM

FRIENDS ASKING FRIENDS

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SOFT CREDITS ARE CREATED

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PARTICIPATION ENTRY

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PARTICIPANT TRANSACTION DETAIL

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GET TO KNOW YOUR NEW DONORS

• Thank them!

• Follow up with your new donors via your

prescribed implementation program

• Mention the donor in a tweet

• Cultivate the relationship

READY FOR YOUR NEXT EVENT?

INVITE YOUR CONSTITUENTS (OLD AND NEW)

TO PARTICIPATE IN YOUR EVENT

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

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We’ve covered a lot of ground today

What forms of Multi-channel Marketing are

reaching which groups of people?

What is Peer to Peer Fundraising?

How does Peer to Peer Fundraising fit in this multi-

channel world and more importantly, how can I use

Peer to Peer Fundraising to increase my

organization’s fundraising efforts and to connect us

with solid prospective donors?

How can I use Peer to Peer Fundraising (Friends

Asking Friends) with eTapestry to increase my

house file to cultivate and grow my donor base?

BEFORE THE CREDITS ROLL….

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QUESTIONS?

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THANKS FOR COMING!

If you have additional questions—

Stop by our booth to visit

Email me at

angie.vogt@blackbaud.com

Contact your account executive