THE SUPPORTER JOURNEYHow Blackbaud Technology Helps Your Strategy

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F UNDRAIS ING M ANAGE M E NT

Recurring

Major

Planned

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One-time

Recurring

Tribute

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BUILDING YOUR SUPPORTER JOURNEY STRATEGY

Who?

To Feel?

To Learn?Via what Channels? Then What?

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To Do?

At what point does this stage take place?What are the preceding, and following, stages?How will we measure and analyze the success of each stage?

IDENTIFY YOUR BEST PROSPECTS

Analyze and Identify

•• Wealth ScreeningWealth Screening

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Analytics

•• Likelihood to GiveLikelihood to Give

•• Research and AnalyticsResearch and Analytics

• Wealth Screening and Blackbaud Analytics offerings- Acquisition Management

• List management• Merge/purge

- Wealth Modeling• Target Tags• DonorCentrics• Research and analytics- ResearchPoint built directly into CRM database for adhoc analysis, scheduled analysis, and

wealth modeling. • Show constituent record with Wealth and Ratings data- using sources of data such as NOZA, GuideStar, DonorBank,

Who’s Who, Thomson Financial, Federal Election Commission, Larkspur Data as well as ratings found by org.

ANALYZE AND IDENTIFY DEMO FOCUS AREAS

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Who’s Who, Thomson Financial, Federal Election Commission, Larkspur Data as well as ratings found by org.

• Prospect Analysis - Dashboards that allow org to build cubes and overlays of prospect info- can include data such as Target Gift Range, Major

Giving Likelihood, Planned Giving Likelihood, CRAT likelihood, Bequest Likelihood. Can create their own likelihoods- such as Online Giving Likelihood, Event Support, etc.

• Analyze and identify prospects within database- Tools like recognition programs allow org to group together pools of supporters for analysis. For example- everyone with

$5k or more annual or cumulative giving for a special appeal. Some orgs have a structured mid-tier giving program to bridge gap between Direct response low level givers and major gifts.

• Research Management- Show the My Prospect Research Page- central area for managing resource groups, resource requests. Go through process

of showing research requests and seeing who requested, workflow, documentation.

- Talk about Suspects area with the ability to assign directly from there or assign in bulk.

Constituent Profile Caroline

Caroline

Alicia

EVENTS

EMAIL

ONLINE BEHAVIOR

ONE VIEW OF YOUR SUPPORTER

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DIRECT MAIL DONATIONS

Fan

Alicia

VIP

Jill

THE GIVING SCORE™Fan

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Fan

Alicia

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Caroline

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• What is it?

• An intelligent data segmentation tool based on over 3 billion donor transactions

• Provides guided action tracks based on their

Acquire & Upgrade Cultivate & Steward

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Long-Shot

Dave

AcquaintanceAcquaintance Long-Shot

DaveLIK

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CAPACITY to give

Long-Shot

Dave

Acquaintance

LIK

ELI

HO

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CAPACITY to give

Long-Shot

Doug

Acquaintancetracks based on their likelihood to give to YOUR ORGANIZATION and their capacity to give

• What does it do?

• Focuses more on those most likely to give

Minimize & Monitor Qualify & Inspire

Dude

NATIVE SUPPORT FOR ANALYTICS

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USE SYSTEM TOOLS FOR FURTHER IDENTIFICATION

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TARGET THE MOST LIKELY TO GIVE

Segment and Target

•• Data AccuracyData Accuracy

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Segmentation and Modeling

•• Custom ModelingCustom Modeling

•• Segmentation ServicesSegmentation Services

• Multi- channel Communications Process- Budgeting and planning- Marketing Planner, tasks, segmentation strategy, source code layouts, creatives (show

2011 Renewal Campaign, Campaign Followup)- Segmentation- the right message for the right group. Testing!

• Segmentation tools like adhoc and smart queries, segment builder for direct marketing/direct response.

- Talk about ability to segment on any set of data- online/offline, RFM, advocacy, event data, preferred channel, interest, past history

• External acquisition lists, public media efforts (billboards, TV, radio), segmented house files by strategy

SEGMENT AND TARGET DEMO FOCUS AREAS

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• External acquisition lists, public media efforts (billboards, TV, radio), segmented house files by strategy vendors

• Campaign Execution- working with outside agencies for fulfillment, sending emails through CRM- Analysis and Reporting- what worked… what didn’t? 09 Special Mailing 1 has analysis

• Marketing analysis- ROI, Cost per dollar raised, avg gift, etc)-• Chance to showcase some KPIs or Excel cross tab report

- Repeat cycle- rinse and repeat!

• True Power of Multi-Channel Communications - Show constituent record- (i.e. Mark Adamson or Robert Hernandez)

• Solicit codes,• communications preferences (can be changed online by constituent)• History of solicitations (appeals- finder numbers, source codes)• Email/newsletters tab from online activity

MULTIPLE CHANNELS, COMPLEMENTARY MESSAGES

Email

Direct Mail

Web

Social Media

JILL

JILL

CA

RO

LIN

EC

AR

OLI

NE

18

Email

Phone

Face to Face

Traditional Print Media

Mass Media

CA

RO

LIN

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AR

OLI

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DO

UG

DO

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DU

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DU

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CHANNELS ARE CONVERGING

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IT’S WORTH THINKING MULTI-CHANNEL

$170

$339

Online

Multi-Channel

Supporters

Median Revenue per Donor

Email

Direct Mail

Web

Social Media

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$88

$170

Offline Only

Online Only

Email

Phone

Face to Face

Traditional Print Media

Mass Media

SEGMENT BUILDER: BLACKBAUD DIRECT MARKETING

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INVEST MINUTES, BUILD HUNDREDS OF SEGMENTS

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TEST, CROSS-MARKET, TEST, ANALYZE

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TRACK EVERY COMMUNICATION

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TRACK RESPONSE TO EVERY COMMUNICATION

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REACH THEM ON THEIR TERMS

Engage and Communicate

•• Major and Planned GivingMajor and Planned Giving

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Multi-channel Marketing

OnOn--line and Offline and Off--lineline

•• Peer to Peer and Peer to Peer and FAFFAF

• Major and Planned Giving

- Fundraiser Role- Development/Gift Officer view (Julie Metcalfe)

• Manage portfolio of prospects, opportunities, enter call reports, notes, alerts, key notifications and ticklers, stages of fundraising– Mobile Major Giving,– Mobile Queries

- Talk about Major Gift Management role- viewing activity across fundraisers- activities, opportunities, metrics• KPIs for number of moves, # of days in particular stage, overall fundaising

ENGAGE AND COMMUNICATE DEMO FOCUS AREAS

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• Corporate and Foundation Relations - Show Grants tab, Corporate Hierarchy, funding request.

• Complex Fundraising Examples- Made easy with CRM!- Explain how giving might be through a Family Foundation, Giving Circles (Anderson-Adamson Giving Circle)- Talk through planned gifts, naming opportunities, complex giving vehicles, donor challenges

• Friends Asking Friends functionality- Walk for Health- Tools to engage supporters to fundraise on behalf of organization- Show Mark login- social media- HQ for fundraising, personal page

EMPOWER USERS TO PROACTIVELY MONITOR PROGRESS

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ALERT STAFF WHEN SUPPORTERS INTERACT

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BRING TECHNOLOGY TO STAFF

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LET YOUR SUPPORTERS ENGAGE ON YOUR BEHALF

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PERSONAL FUNDRAISING/CLASS AGENT PAGES

Donor reads a personal appeal from a friend

The donor wants to support his/her friend

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The donor wants to help friend reach his/her goal

Donor wants to be recognized for his/her gift

The website offers an easy way to give with a credit card

PERSONAL E-MAIL SOLICITATION

Why it works

• They are asked by a friend

• Message from a friend means high response rates

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• E-mail is easiest and least intimidating way to ask.

• Quick link directing friends to personal page

Take your events on the road with mobile ready event, personal, team, and individual donation pages.

MOBILE READY FUNDRAISING

Email Donation Form Confirmation

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LOWER THE BARRIER FOR PARTICIPATION

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RETAIN FROM ENGAGEMENT TO GIVING… AND BEYOND

Appreciate and Retain

•• True Constituent ManagementTrue Constituent Management

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Constituent Management

•• Supporter StewardshipSupporter Stewardship

•• Personalized CommunicationsPersonalized Communications

• True Constituent Management- Complete view of constituent record- Mark Adamson

• Constituent codes, views- Donor, regular donor, sponsor, advocate• Extended network, relationship maps

• Stewardship Activities- Stewardship plans and steps- Donor services

• Personalized Communications- Communications prefs, solicit codes

APPRECIATE AND RETAIN DEMO FOCUS AREAS

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- Communications prefs, solicit codes- Community Member- log in details on web pages, email opens- Targeted content on web- suggested giving levels- Thank yous, receipts

EQUIP STAFF TO LEARN ABOUT THEIR OWN ACTIVITY

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STEWARDSHIP PLANNING

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BE PREPARED FOR SUPPORTER SERVICES SUPPORT

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INTEGRATED CHANNELS, INTEGRATED MESSAGE

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DRAW SUPPORTERS CLOSER WITH RELEVANT CONTENT

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PROVIDE APPROPRIATE SELF-SERVICE TOOLS

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RECOGNIZE PUBLICLY WHEN APPROPRIATE

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AN ENGAGED SUPPORTER WILL SPREAD THE WORD

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DEVELOP INTEGRATED ONLINE MESSAGING

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Email Template

Landing Page

Donation Form

Email #1

Thank You Email

Email #2

Thank You Email

Email #3 Thank

MAKE STEWARSHIP AND THANKING A HABIT

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Email #3 Thank You Email

A good magic number for the quantity of

messages in a campaign; notice the “thank-yous” as well

CONTINUE TO LEARN

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DEMONSTRATE ROI TO COMMUNICATE YOUR IMPACT

•• Peer to Peer BenchmarkingPeer to Peer Benchmarking

Measure and Manage

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•• Program and Mission DeliveryProgram and Mission Delivery

•• Financial ManagementFinancial Management

Supporter Management

• Benchmarking and Analysis- Scorecard analysis in system- benchmarking, KPIs- Peer to Peer Benchmarking with DonorCentrics- i.e. chapter based organizations- Fundraising Effectiveness Project

• Program and Mission Delivery- Blackbaud Social. Blogs, message boards, private social network

MEASURE AND MANAGE DEMO FOCUS AREAS

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- Blackbaud Social. Blogs, message boards, private social network- Online mission delivery- i.e. advocacy Pages- advocate view of constituent

• Financial Management- Designation hierarchy, posting to GL, endowment tracking, donor impact statements- Project Dashboard

RAISE MORE MONEY WITH BLACKBAUD SOLUTIONS

$81 Average Industry

Gift

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$145 Average

Blackbaud Gift

MEASURE TO MANAGE

Easily drill into details

Measure Key Performance Indicators (KPIs) Specific to

Your Organization

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Dashboards designed for your needs

Library of pre-built queries, filters and reports

MAKE CONSUMPTION OF DATA EASY FOR USERS

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PROVIDE COMFORTABLE FORMATS

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REVIEW AGAINST INDUSTRY BENCHMARKS

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SHARE THE IMPACT – AND RESPONSIBILITY

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YOU NEVER KNOW AT WHAT POINT IN THE SUPPORTER JOURNEY A SUPPORTER WILL GIVE YOU THEIR “ULTIMATE GIFT”

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