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
FOUNDATION
AffiliateOrganizatio
n14
AffiliateOrganizatio
n12
AffiliateOrganizatio
n10
AffiliateOrganizatio
n08
AffiliateOrganizatio
n06
AffiliateOrganizatio
n04
AffiliateOrganizatio
n02
AffiliateOrganizatio
n13
AffiliateOrganizatio
n11
AffiliateOrganizatio
n09
AffiliateOrganizatio
n07
AffiliateOrganizatio
n05
AffiliateOrganizatio
n03
AffiliateOrganizatio
n01
...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 [email protected]
Thank you!
Taylor [email protected]
#KimbiaWebinars @KimbiaInc
Q & A