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eTapestry is a Blackbaud Company
Jay Love, ePMT
Co-Founder and CEO
Major Donors Evolve from Everywhere:
Internet Tools for Relationship Building
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eTapestry is a Blackbaud Company
“We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet, and charitable giving is a logical progression.”
Paul Saffo Director of the Institute for the Future.
Photo credit: Sorin Brinzei
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eTapestry is a Blackbaud Company
Know the Difference
How To Succeed OnlineHow To Succeed Online
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eTapestry is a Blackbaud Company
Gen Y
(18-27)
Gen X
(28-41)
Young Boomers
(42-51)
Older Boomers
(52-62)
Seniors
(63+)
Reading Newspapers (not online)
1.2 1.7 2.8 3.6 5.1
Reading Magazines (not online)
1.7 2.0 2.1 2.4 3.1
Playing Video Games 4.3 2.0 1.1 1.1 1.1
Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8
Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3
Watching TV10.4 11.3 12.5 13.7 14.3
Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7
Average Hours Spent Per Week:Source: Forrester Research 2007
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eTapestry is a Blackbaud Company
Key TakeawaysKey Takeaways
The Internet is not just for kids anymore
The Internet is used by the educated and engaged
The Internet is not just for downloading music and fantasy football
The Internet is used by your constituents…or
someone else's
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eTapestry is a Blackbaud Company
The Rules Still Apply
(It’s all about relationships…not technology)
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eTapestry is a Blackbaud Company
A Quick Survey
What % of your names have email addresses
How many collect them on Web Site? Where?
How often do you communicate via mass email?Do you have a written email strategy?
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eTapestry is a Blackbaud Company
Copyright 2002 - Gilbert Research
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eTapestry is a Blackbaud Company
Use All Your Tools
Together
Use All Your Tools
Together
PrintOther Tools
An Integrated Strategy
In In Person Person MeetingsMeetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
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eTapestry is a Blackbaud Company
The eMail Sophisticated Organization:
1.Collects email addresses on multiple pages of their web site?
2.Regularly sends out one or more newsletters via email
3.Can and does survey constituents
4.Can raise funds via email
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eTapestry is a Blackbaud Company
10 Tactics for Avoiding Spam Filters
10 Tactics for Avoiding Spam Filters
1. Use a commercial email service (database tie in is best)
2. Don’t use bright or crazy fonts
3. Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!
4. Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc
5. Make sure your WYSIWYG creates CLEAN HTML code
6. Keep graphics to a safe level, equal amount of text or more
7. Spell words properly
8. Always use the same “From”
9. ALWAYS include an “opt out” option
10. Communicate regularly
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
Example Landing PageExample Landing Page
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eTapestry is a Blackbaud Company
Nine Email Design & Usage Tips
Nine Email Design & Usage Tips
1. Keep truly important items above the fold
2. Use testimonials on all sign-up pages
3. Ask subscribers to add your from address to their address book
4. The subject line will determine more opens than any other factor
5. Do not use images for vital headlines, links or calls to action
6. Keep emails below 50KB when possible
7. Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions)
8. Design knowing some email systems will turn images off
9. Develop your own writing style that readers will learn to love
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eTapestry is a Blackbaud Company
Professional Email is Economical
Professional Email is Economical
5,000 emails $99 .02 25,000 emails $400 .016
50,000 emails $650 .013100,000 emails $1000 .01250,000 emails $2000 .008500,000 emails $2500 .005
Plus 3 - 20 times the success in delivery!
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
10 Tips for a Successful Email Strategy
10 Tips for a Successful Email Strategy
1. Do not buy email addresses
2. Use chaperoning instead of buying
3. Everyone is collecting addresses w/each daily actions (get 2)
4. Test and Survey (let them know their opinion counts!)
5. Keep calls to action SIMPLE
6. Use multiple landing pages on your web site
7. Link to and from Blogs and Social Network sites
8. Offer sharing or “tell a friend”
9. ALWAYS include an “opt out” option
10. Communicate regularly
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eTapestry is a Blackbaud Company
Use All Your Tools
Together
Use All Your Tools
Together
PrintOther Tools
An Integrated Strategy
In In Person Person MeetingsMeetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
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eTapestry is a Blackbaud Company
“There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”
Carrie Johnson, Senior Analyst Forrester Internet Research
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eTapestry is a Blackbaud Company
You’ve built a website…
…will they come?
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eTapestry is a Blackbaud Company
They’re at your website, now what do they do?
1.Can they get something?
2.Can they do something?
3.Can they give something?
Your goal – to get something from them!
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
Video is EasyVideo is Easy
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eTapestry is a Blackbaud Company
Keeping it simple
Prospect Website
Gather InformationUse Email
DatabaseDatabase
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eTapestry is a Blackbaud Company
Question:
Should a Non Profit host it’s own web site?
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eTapestry is a Blackbaud Company
Use All Your Tools
Together
Use All Your Tools
Together
PrintOther Tools
An Integrated Strategy
In In Person Person MeetingsMeetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
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eTapestry is a Blackbaud Company
INTEGRATION is the KEY!
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eTapestry is a Blackbaud Company
Be Like Martha or Oprah Be Like Martha or Oprah
Both are Masters of Multi-Channel Marketing!
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
Example Plan
Sept Oct Nov. Dec
E-Newsletter 9/15 10/15 11/15 12/15
Pre Telemarketing e-mail
9/20
TM campaign starts 10/1
Year end direct mail 11/20
Year End E-Mail hits 1 and 2
12/20 / 12/28
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eTapestry is a Blackbaud Company
Start With A PlanStart With A Plan
What are the goals? How will we measure success? Do we need any new tools or assistance? Who is responsible for what?
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eTapestry is a Blackbaud Company
The Message &
The Medium
The Message &
The Medium
Each medium has a style that works best Audiences are different Messages don’t need to be identical Shop others Test!
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eTapestry is a Blackbaud Company
Integrate Online and Offline
Appeals
Integrate Online and Offline
Appeals
Mention Benefits & Ease Of Online Contributions
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eTapestry is a Blackbaud Company
Use E-Mail & Direct Mail
Together
Use E-Mail & Direct Mail
Together
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eTapestry is a Blackbaud Company
Email TelemarketingEmail Telemarketing
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eTapestry is a Blackbaud Company
Personalized Fundraising PagesPeer Fundraising Online
Personalized Fundraising PagesPeer Fundraising Online
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eTapestry is a Blackbaud Company
Results: Personalized Event Fundraising
Results: Personalized Event Fundraising
Average volunteer sends over 30 emails One in four emails sent by a volunteer
results in a donation Average online event gift is $59 which is a
50% increase over the average off-line gift Many volunteers reach their stated FR
Goal!
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eTapestry is a Blackbaud Company
Build a CommunityBuild a Community
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eTapestry is a Blackbaud Company
Build a CommunityBuild a Community
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eTapestry is a Blackbaud Company
Build a CommunityBuild a Community
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eTapestry is a Blackbaud Company
Use All Your Tools
Together
Use All Your Tools
Together
PrintOther Tools
An Integrated Strategy
In In Person Person MeetingsMeetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
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eTapestry is a Blackbaud Company
PodcastsPodcasts
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eTapestry is a Blackbaud Company
EpilogueEpilogue
10 Technology Resolutions for 2008
Sarah Robbins
Director of Emerging Technologies
Mediasauce
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eTapestry is a Blackbaud Company
1. Set up a Gmail Account1. Set up a Gmail Account
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eTapestry is a Blackbaud Company
2. Post Pics to Flickr2. Post Pics to Flickr
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eTapestry is a Blackbaud Company
3. Try a Microblog3. Try a Microblog
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eTapestry is a Blackbaud Company
4. Create a Google Alert 4. Create a Google Alert
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eTapestry is a Blackbaud Company
5. Set Up an RSS5. Set Up an RSS
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eTapestry is a Blackbaud Company
6. Share a YouTube Video6. Share a YouTube Video
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eTapestry is a Blackbaud Company
7. Really Use Your Cell Phone(Send a text or a video)
7. Really Use Your Cell Phone(Send a text or a video)
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eTapestry is a Blackbaud Company
8. Join a Social Network8. Join a Social Network
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eTapestry is a Blackbaud Company
9. Share PowerPoint Slides(Save a tree or two!)
9. Share PowerPoint Slides(Save a tree or two!)
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eTapestry is a Blackbaud Company
10. Play a Video Game10. Play a Video Game
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eTapestry is a Blackbaud Company
Thank you!Thank you!
Jay B. Love, ePMTCo-Founder and CEO