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Conference Code #:

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MEDICAL RESEARCH

How Medical Research organizations are using Blackbaud online solutions to engage supporters, raise funds and deliver effective programs.

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A LOOK AT WHAT’S TRENDING IN ONLINE GIVING…

2012 Healthcare organizations experienced a 6.6% increase in online giving in 2012.

Healthcare organizations had close to 46% of all their online fundraising occur during October, November, and December 2012

In 2012, online giving with healthcare organizations accounted for 14.2% of all charitable giving, compared to industry average of 7%

Healthcare organizations that relied on multiple activities and engagement such as events and annual campaigns, performed much better in their fundraising than organizations that had fewer activities.

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T HE D IG ITAL CHAL L E NGE TODAY

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CONSTITUENT ATTENTION IS INCREASINGLY SCARCE & DISTRIBUTED

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• Poor retention• Expensive & difficult to

achieve revenue goals• Engage the community in

new & effective ways• Need to maintain influence &

seize opportunities• Brand consistency and

recognition• Inability to measure

effectiveness• Managing constituent

expectations

MEDICAL RESEARCH ORGANIZATIONS ARE ALSO CHALLENGED WITH

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RE S P ONDING TO T HE D IG ITAL CHAL L E NGE

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MobileVisual

www.nature.org

SocialRelevant

ENGAGING TODAY’S CONSTITUENT ONLINE MEANS BEING…

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ActDonate CommitShare

ENGAGEMENT COMES IN MANY FORMS

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E F F E CT IV E CONS T IT UE NT E NGAGE M E NT

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If You Could…

CONSTITUENT ENGAGEMENT MEANS

• Anticipate your constituents’ needs

• Know their interests, passions & preferences

• Offer more relevant interactions & opportunities to engage

You Would…

Improve acquisition & referrals

Engage with constituents & the community

Establish lifetime relationships

Grow support & fundraising

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APPROACH TO CONSTITUENT ENGAGEMENT

Keys to Effective Execution:

1. Build on every conversation

2. Create a fully integrated constituent experience

3. Get the most from each channel

4. Data-driven strategies for treatment based on the audience

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• Get the right message in front of the right person at the right moment.

GETTING ATTENTION

Key Strategies: Web Content, Mobile Content, Social Hooks, SEO, Design

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• Present an offer or promote a benefit that is convenient, timely and personal.

DRIVING ENGAGEMENT

Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways, Analytics & Optimization

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• Strike while the iron is hot by promoting sharing and channel conversion.

EXPANDING THE RELATIONSHIP

Key Strategies: Next Steps, Cross Marketing, Social Sharing

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RE S ULT S OF E F F E CT IV E CONS T IT UE NT E NGAGE ME NT

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BLACKBAUD CLIENTS LEAD THE MARKET

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• Visit our website

https://www.blackbaud.com/online-marketing/luminate-online

• Check out GUIDE Creative & our Design Portfolio

http://www.guidecreative.com/work/

• Subscribe to npEngage

http://www.npengage.com/

• Connect with us

WANT TO LEARN MORE?