© 2007 Convio, Inc.

Current'Best'Prac-ces'in'Online'Fundraising'

Chris-an'Varano'Convio,'Inc'

October'20,'2011''

© 2007 Convio, Inc.

Today�s'Agenda'

■  Where%we%were,%Where%we%are,%Where%we%are%heading%

%■  Online%Marke1ng%and%Fundraising%Primary%

Components%▶  E=Mail%Marke1ng%▶  Online%Dona1on%Forms%&%Website%Experiences%▶  Social%Media%

■  The%Importance%of%Mul1=Channel%Fundraising%

■  Top%Ten%Takeaways%

2

A%Tale%of%Three%Booksellers%

6 ©2011 Convio, Inc. | Page

Pace of Change

9 ©2011 Convio, Inc. | Page

ANNUAL GIVING

DONATED BY CHECK BY MAIL

PRIMARY CHANNELS

REGULARLY ON FACEBOOK

Changing'Cons-tuent'Landscape'Matures

39M POPULATION

Boomers Gen X

78M POPULATION

62M POPULATION

10 ©2011 Convio, Inc. | Page

The'art'and'science'of'fundraising''is'changing'

10

Direct donation 42% Attended event 19% Visited website 27% Promoted to others 15% Donated goods 23% Volunteered 15% Direct donation 51% Attended event 18% Donated good 28% Volunteered 16% Visited website 19% Direct donation 61% Donated goods 25% Attended an event 13%

Direct donation 71% Donated goods 26% Attended an event 13%

Gen Y

Gen X

Boomers

Matures

Point%of%First%Engagement%

E=Mail%Marke1ng%

Lower%the%Barriers%

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

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$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000 10

/200

6 11

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2/

2010

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6/

2010

Cumulative Online Revenue

# Email Records

The%Value%of%a%Growing%E=Mail%Housefile%

Driving%a%Personalized%Experience%%

Understand%Preferences,%Needs%and%Interests%

Double the response

It�s%an%Unavoidable%Fact%that%Open%Rates%typically%decline%over%1me,%so….%

First%Impressions%MaUer%

Relevance Curve

0%

10%

20%

30%

40%

50%

60%

1 month 2 to 3months

4 to 6months

7 to 12months

Year 2 Year 3

Time on Housefile

Em

ail O

pen

Rat

e

Org #1Org #2Org #3

Welcome%Your%New%Cons1tuents%Warmly%

Interact%on%an%%individual%level%

and%track%rela1onships%

!  Donors !  Patrons !  Volunteers !  Event attendees !  Board members !  Corporations !  Media ! Students ! Public officials

Deliver Distinctive, Compelling Content

Condi1onalized%Content%Builds%Affinity%

A%Single%Email%with%Condi1onal%Content%

Donor Version

Survivor Version

Online%Dona1ons—Moving%from%Form%to%Experience'

Make%Dona1ng%an%Experience)

Word%of%Mouth%is%Cri1cal%

GEN'Y' GEN'X' BOOMER' MATURE'

87% 89% 82% 76%

�Peer to peer solicitation is the most acceptable form of solicitation�

Riding%the%Social%Media%Wave%

Social%Networking%Surpasses%Email%

Email Users

Social Networking Users

Glo

bal U

sers

(MM

)

Social Networking Users Surpass Email Users on 7/09

Source: Morgan Stanley Internet Mobile Report, December 2009 Data is for unique, monthly users of social networking and email usage.

Some%Fun%Facts%•  92%percent%of%the%top%50%nonprofits%have%at%least%1%social%media%presence%

on%their%homepage%

%

•  %The%most%followers%that%an%organiza1on%has%on%TwiUer%is%840,653%(PBS)%

%

•  %...%but%on%the%other%hand,%the%organiza1on%following%the%most%people%is%following%200,522%(The%American%Cancer%Society)!%

%

•  The%American%Red%Cross%was%the%first%organiza1on%on%the%list%to%create%a%TwiUer%account.%

%

•  Food%for%the%Poor%is%the%most%talka1ve%organiza1on%on%Facebook,%and%has%posted%220%posts%over%the%course%of%2%months%

%

•  The%organiza1on%with%the%highest%net%income,%the%YMCA,%only%posted%19%1mes%to%Facebook%in%2%months,%but%has%over%24,000%fans%

hUp://www.huffingtonpost.com/craig=newmark/infographic=how=the=top=5_b_1011176.html%

Viral%Marke1ng%Spreads%the%Word%All it takes is one…

37%©%2010%Convio,%Inc.%

Insert%Client/%Partner%Logo%

E=Mail%can%drive%adop1on%of%Social%Media%

And…Vice%Versa%

E=Mail%and%Social%Media—%A%Natural%Ecosystem%

36

Fundraising%on%Facebook—The%Verdict%isn’t%yet%in…%

The%Move%to%Mul1=Channel%

Online%interac1ons%can%drama1cally%improve%your%offline%results%

Removing%Silos%=%Integrated%Fundraising%

21

Envelope back

Online appeal, included envelope image%

Offline appeal and envelope%

Integrated tiger appeal results show 40% better response rate '

New Donor Renewal Rate

34.4%

50.9%

Direct Mail

+48%

Integrated Marketing

Source: Company whitepaper entitled �Integrating Online Marketing (eCRM) with Direct Mail Fundraising� 1 Traditional defined as offline use. 2 Internet Enabled defined as both offline and eCRM use.

Donor Value Over 12 Months

$96

$187

Direct Mail

+95%

Integrated Marketing

Lifetime Donor Value

$314

$694

Lifetime Donor Value

Direct Mail

+121%

Integrated Marketing

Mul1=Channel%Integra1on%Value%

Tradi-onal'

Expensive

Closed

Single channel

On-premise

True%Mul1=Channel%Fundraising%Requires%Next%Genera1on%Systems%

Complex

Manage'Donors'

Next-Generation

Multi-Channel

Cost-effective

On-demand

Open

Easy-to-use 3%1% 2%

Manage'All'Rela-onships'

Best'Prac-ces'in'Online'Fundraising'

'Top'Ten'Takeaways%

•  Simplifies messaging and actions

•  Cohesive experience

Follow%an%Integrated%Calendar%%

Integrated Department Calendar

fundraising%

fundraising%

fundraising%

fundraising%

fundraising% marke1ng%

marke1ng% marke1ng%

marke1ng%

marke1ng%marke1ng%

marke1ng%

grassroots%

grassroots%

grassroots%

volunteers%

volunteers%

volunteers%

volunteers%

volunteers%

events%

events%

50%©%2010%Convio,%Inc.%

Insert%Client/%Partner%Logo%

Social%Media=Specific%Calendar%

Respect%&%Acknowledge%%Mul1=channel%Giving%Behavior%

Social%networks%are%important%and%s1ll%evolving

Mobile’s Time is Coming

•  Opportunity to educate and ultimately convert to donors

Welcome%and%Romance%Prospects%

1' 2'

•  Embrace and encourage channel-hopping and shifts

�Cannibaliza1on�%is%Reten1on%

Content%is%King%

Remove%the%Silos%within%your%Organiza1on%

•  Don�t let this hinder your forward progress

•  Factor Engagement into your ROI

Understand%that%Causa1on%might%be%impossible%to%track%

•  Determine gaps in existing strategy that new technology might fill

Confront%New%Technologies%

60%©%2010%Convio,%Inc.%

Insert%Client/%Partner%Logo%

Par1ng%Words%of%Advice%

•  Never%stop%learning'•  Pay%aUen1on%to%what%your%peers%are%doing%•  Read,%read,%read%•  Don�t%be%afraid%to%experiment'•  Be%ready%for'mistakes'•  No'one'has%all%the%answers%yet…you%might%just%find%the%perfect%recipe%yourself!%

Thanks%for%your%1me,%I%hope%you%enjoyed%it!%