the internet unveiled 7.17.09

The Internet Unveiled:The Internet Unveiled:Newest Tools and Website Newest Tools and Website

Trends for Relationship Trends for Relationship Building!Building!

Adam JohnsAccount Executive

[email protected]

E-Philanthropy:Building Your Online

CommunityAgenda

1. WHY?- The case for building or improving

your online presence

2. WHY NOT? - The missing piece of the plan

3. HOW? - Keeping it Simple

4. EMAIL,EMAIL,EMAIL

5. WHAT’S NEXT? – Self Service

6. Is it Working?

Quick Survey

Do you have a Web Site?

Do you accept online gifts?

Do you send email to donors?

• It works!

• It’s an expansion of your current efforts

• It’s inevitable

• It doesn’t have to be hard

• You can do it!

On-Line Relationship Building

WHY?

What is On-Line Relationship Building?

EmailOnline Giving/RegistrationWebsite DevelopmentOnline Volunteer ManagementOnline Grant SeekingOnline Planned GivingDatabase ManagementOnline Prospect ResearchWeb ConferencingOnline LearningEtc.

The Speed of the InternetThe Speed of the Internet

No other twentieth century technology, not even No other twentieth century technology, not even the telephone, has enjoyed such rapid growth, not the telephone, has enjoyed such rapid growth, not even the computer itself.even the computer itself.

To reach 50 million users?To reach 50 million users? Radio ……………………… 38 yearsRadio ……………………… 38 years

Television ………………… 13 yearsTelevision ………………… 13 years

Internet …………………..... 4 yearsInternet …………………..... 4 years

--According According to WLPto WLP

Building Your Online Community

Quiz Time!Quiz

Time!

Q1 – What % of American adults log onto the Internet

every day?

A1 – 55%(83% increase since 2000 – 30%)

Source: Pew Internet Research

Q1 – What % of American adults log onto the Internet

every day?

Q2 - What % of Internet users have high speed (broadband)

access at home?

A2 – 78%(up 72% since 2000)

Source: Pew Internet Research

Q2 - What % of Internet users have high speed (broadband)

access at home?

Q3 – What are the top 3 uses of the Internet?

A3 – 1. Email2. Search engine use

3. Product or service research(4. maps & 5. weather)

Q3 – What are the top 3 uses of the Internet?

How people use the Internet

Send email 91%Use online search engine 89%Search for a map or driving directions 86%Research a product or service 81%Check the weather 80%Buy a product 71%Bank online 55%Watch a YouTube video 52%Look for religious/spiritual info 35%Make a donation to charity 20%Use an online dating website 5%

Source: Pew Internet

Research

Q4 – Online e-commerce accounted for how many $’s

worth of activity in 2004?

A4 – estimated to bealmost $204 Billion

Q4 – Online e-commerce accounted for how many $’s

worth of activity in 2008?

Q5 – What age group best matches your average

supporter and what % of them access the Internet?

A5Ages:18-2930-4950-6465+

Q5 – What age group best matches your average

supporter and what % of them access the Internet?

A5Ages:18-29 78%30-49 74%50-64 60%65+ 25%

Americans Over 50Americans Over 50

• The fastest growing online segment

• They make up 29% of adults online (48M) & 29% of all e-commerce transactions1

• 69% of online seniors make purchases online2

• Baby Boomers will inherit $40-$100 trillion in the next decades3

• 13 Million adults over 65 used the internet in 20071

1About: Senior Living - 20072 “The Golden Age of the Web”, www.emarketer.com3 “DotCom Donors & Babyboomers", by Helen A. Colson (Independent School Magazine)

Bilingual Importance

• 21.3 million Hispanics used the internet in 2008 and project to 30 million in 2013

• This equals just over 50% of the US Hispanic population

• Is your donation page bilingual?

Source: emarketer.com

Q6 – What % of your communication is now done via

email?

A60-25%25-50%50-75%>75%

Q6 – What % of your communication is now done via

email?

A60-25% 21%25-50% 28%50-75% 33%>75% 18%

Q7 – How important is your Q7 – How important is your website to your fundraising website to your fundraising

process?process?

A7A7VeryVerySomewhatSomewhatNot importantNot importantNot sureNot sureNo websiteNo website

Q7 – How important is your Q7 – How important is your website to your fundraising website to your fundraising

process?process?

A7A7VeryVery 25%25%SomewhatSomewhat 41%41%Not importantNot important 13%13%Not sureNot sure 18%18%No websiteNo website 3%3%

Q8 – Do you plan to redesign Q8 – Do you plan to redesign your website within the next your website within the next

year?year?

A8A8YesYes

NoNo

Q8 – Do you plan to redesign Q8 – Do you plan to redesign your website within the next your website within the next

year?year?

A8A8YesYes 60%60%

NoNo 40%40%

Q9 – Have you ever made an Q9 – Have you ever made an online purchase?online purchase?

A9A9YesYes

NoNo

Q9 – Have you ever made an Q9 – Have you ever made an online purchase?online purchase?

A9A9YesYes 95%95%

NoNo 5%5%

Q10 – Do you offer online giving Q10 – Do you offer online giving from your current website?from your current website?

A10A10YesYes

NoNo

Q10 – Do you offer online giving Q10 – Do you offer online giving from your current NP website?from your current NP website?

A10A10YesYes 39%39%

NoNo 61%61%

So what does all this mean?...So what does all this mean?...

New Breed of New Breed of Prospect/Donor/VounteerProspect/Donor/Vounteer

New Breed of New Breed of Prospect/Donor/VolunteerProspect/Donor/Volunteer

Reads email before snail mailReads email before snail mail

Changing Demographic:

Busy, satisfy interests on their scheduleBusy, satisfy interests on their schedule

Expect to find information onlineExpect to find information online

Expects information to be personalizedExpects information to be personalized

Expects immediate feedbackExpects immediate feedback

Demands information/stewardshipDemands information/stewardship

So…?

…why hasn’t Internet results for development offices lived up to the hype?

…why don’t more nonprofits have a successful online community?

Fundraising is still based upon Relationships Fundraising is still based upon Relationships

Building Your Online Building Your Online CommunityCommunity

The Internet expands our opportunity for The Internet expands our opportunity for Communications Communications

Communications build strong RelationshipsCommunications build strong Relationships

We can use the Internet to expand our We can use the Internet to expand our fundraising by building stronger relationshipsfundraising by building stronger relationships

Donor/Volunteer Relationship Building

+Internet Presence

=Successful Online

Community

Keeping it simple

Volunteer/Prospect/Donor/Constituent

Keeping it simple

Volunteer/Prospect/Donor/Constituent Website

Keeping it simple


Gather Information /Online Activities

Keeping it simple



Database

Keeping it simple



Use Email

Database

-Website-Online “activities”-Managing your data-Email communication

Keeping it simple

You’ve built a website…

…will they come?

You’ve built a website……how will they find

you?

Search engines(85% use them)

Tell them!•Letterhead•Pledge cards•Newsletters•Business cards•Materials•Email signatures

They’re at your website, now what do they do?

1. Can they get something?

Your goal – to get something from them.

2. Can they do something?

3. Can they give something?

Can they get something?

InformationDocuments

DevotionalsCalendars

Sports SchedulesNewsletters

Help

83% of Internet users expect to find product information on the Internet – Pew Internet Project

Camp westminster

Can they…get something?

Mission impact


Can they do something?

Participate in an eventGolf tournamentsWalk-a-thonsDinners

Join – Become a member

Purchase products or services

Can they…do something?

Donate page

Registration page

Donate/newsletter

Can they give something?

Time

Goods (in kind gifts)

Money

Hope Gospel mission

Can they…give something?

Can they…give something?

Email Email ManagementManagement

Why is email effective?Why is email effective?


1) It’s the preferred method of communication 1) It’s the preferred method of communication for busy people.for busy people.

•Number 1 use of the Internet

•Over 91% of Internet users under 65 use email

•Over 50% of users say over half their business communication is done via email


2) It’s more cost effective than traditional mail 2) It’s more cost effective than traditional mail communications.communications.

““Email marketing cost is ten percent of traditional direct Email marketing cost is ten percent of traditional direct mail campaigns. Email campaigns cost an average of mail campaigns. Email campaigns cost an average of $5-$7 per thousand records compared to $500-$700 to $5-$7 per thousand records compared to $500-$700 to reach the same number of people thru traditional mail”reach the same number of people thru traditional mail”

Source: Gartner GroupSource: Gartner Group


2) It’s more cost effective than traditional mail 2) It’s more cost effective than traditional mail communications.communications.

““Targeted, permission based email marketing campaigns Targeted, permission based email marketing campaigns can garner seven to twelve times the response rate of can garner seven to twelve times the response rate of comparable direct mail efforts.”comparable direct mail efforts.”

Source: AMR ResearchSource: AMR Research


3) It quickly facilitates new avenues of giving.3) It quickly facilitates new avenues of giving.

Especially important when outside events impact Especially important when outside events impact your fundraising strategy (ie. Hurricane, tsunami, your fundraising strategy (ie. Hurricane, tsunami, etc.). The time for a direct mail campaign can be etc.). The time for a direct mail campaign can be prohibitive.prohibitive.

Why is email effective?Why is email effective?4) “Do it yourself” tools provide flexibility.4) “Do it yourself” tools provide flexibility.

Why is email effective?Why is email effective?5) Quickly analyze results.5) Quickly analyze results.

Why is email effective?Why is email effective?6) Connects people to your online presence.6) Connects people to your online presence.

•Website•Event registration•Online giving

Why is email effective?Why is email effective?6) Connects people to your online presence.6) Connects people to your online presence.

•Website•Event registration•Online giving

“More than one in three donors to an online fundraising website say they would not have given at all without an online option.”

Source: Justgiving, 2005

Email challengesEmail challenges

1) Not everyone uses email.1) Not everyone uses email.


2) Some people still prefer a “hard copy”.2) Some people still prefer a “hard copy”.




3) 30% of email addresses change each year3) 30% of email addresses change each year




3) 30% of email addresses change each year3) 30% of email addresses change each year

4) SPAM4) SPAM(According to the DMA, 53% of consumer email is SPAM)(According to the DMA, 53% of consumer email is SPAM)


How do we get started…?How do we get started…?

Options range from the simple to complex.

Take a step by step approach. It’s good for you and your donors!

Survey your prospects and donors – and get Survey your prospects and donors – and get their emails!their emails!

Ask if they have a preference – printed or electronicAsk if they have a preference – printed or electronic

Make your case for money savingsMake your case for money savings

Allows you to gain “opt-in” permissionAllows you to gain “opt-in” permission

Invite them to try it with an e-newsletterInvite them to try it with an e-newsletter

(44% of nonprofits have email addresses for less than 20% of their (44% of nonprofits have email addresses for less than 20% of their supporters/members – source Gilbert Groupsupporters/members – source Gilbert Group

Build an “E-Newsletter”Build an “E-Newsletter”

Use email “Thank you letters”Use email “Thank you letters”

Use for Special Event InvitationsUse for Special Event Invitations

1.Email Invitation with links to more information on your website

2.Provide event details on website with a link to register

3.Collect registration information, including payments online

4.Capture data in your database for easy event management

Use for Special Event InvitationsUse for Special Event Invitations

Use for Relationship BuildingUse for Relationship Building

Use for informing of immediate needsUse for informing of immediate needs

Turning your donors into fundraisersTurning your donors into fundraisers((forward to a friend)forward to a friend)

Your emailYour email

Your DonorsYour Donors



Your DonorsYour Donors


Your Donor’s FriendsYour Donor’s Friends


Turning your donors into fundraisersTurning your donors into fundraiserspersonal websitespersonal websites

Is it working?Is it working?


““Email marketing brings in $15.50 per dollar Email marketing brings in $15.50 per dollar spent – 17% more than direct mail spent – 17% more than direct mail campaigns and 73% more than campaigns and 73% more than telemarketing campaigns.”telemarketing campaigns.”

Source: Winterberry GroupSource: Winterberry Group


““Online donations average $124 versus Online donations average $124 versus an average offline donation of $92.”an average offline donation of $92.”

Source: IATS 2005Source: IATS 2005


Baptist Children’s Home saved over Baptist Children’s Home saved over $10,000 in postage and materials in one $10,000 in postage and materials in one year by switching from printed “thank year by switching from printed “thank you letters” to email thank you letters.you letters” to email thank you letters.


Americans have given more than $1.2-billion Americans have given more than $1.2-billion to help the victims of Hurricane Katrina. to help the victims of Hurricane Katrina.

Source: Chronicle of Philanthropy, Sept 2005Source: Chronicle of Philanthropy, Sept 2005

The Next Step – Donor Self Service

Gas Stations

Banks

Your Website?

On-Line Relationships – Does it work?

396 online transactions in Oct/Nov

Changing Demographic:Are Donors Giving On

line?

Total transactions: 288,946

eTapestry customers for 2008:

Total Giving: $54,032,961

Average Gift: $187

Information provided by

E-Philanthropy – Is it working?

International Crisis Group- over 16,000 emails and reports sent in Jan

Baptist Childrens Home- over $10,000 in savings by using email

Thank You Letters

Online giving stats - eTapestry- 2003, over 12,000 transactions, over

$1.5 million, average gift size of $123.55

My Suggestions

Don’t Wait

Don’t Stop

Stay Dynamic…and Adjust

Thanks!

Adam JohnsAccount Executive

eTapestrywww.etapestry.com

[email protected] 888-739-3827 x 7376

the internet unveiled 7.17.09

Technology