You've Built A Website, Now Lets Build A Relationship

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Information about You've Built A Website, Now Lets Build A Relationship

Published on July 21, 2009

Author: johnap

Source: slideshare.net

You’ve Built a Website – Now Let’s Build a Relationship “ The Art of the Possible - Internet Strategies for Building Relationships”

… by building a meaningful relationship with our donors, online! “ Internet Strategies for Relationship Building” Our objective - We want to explore how we use technology and the Internet to meet the needs and desires of our donors/volunteers/members/prospects, while at the same time furthering the mission and work of our organization…

Thoughts from Industry Experts “ Utilizing rent-able applications and other low cost or free web applications allows the small nonprofit to leverage labor and financial resources. Thus they are able to serve more of their constituency, as well as better communicate with (and broaden) their donor base, and improve services. In other words, leveraging through technology provides the small nonprofit an opportunity to "level the playing field." Carolyn S. Sechler, CPA Phoenix, AZ “ 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.

“ 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

“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”

The “New Normal” We have shifted our normal activities of daily life –online. It is the “new normal” How often do you check the mail box? How often do you check your email? Where do you go to search for information, buy plane tickets, find a map, or research something? If you are interested in volunteering or learning more about a nonprofit – do you Google, write them or look in the phone book?

We have shifted our normal activities of daily life –online. It is the “new normal”

How often do you check the mail box? How often do you check your email?

Where do you go to search for information, buy plane tickets, find a map, or research something?

If you are interested in volunteering or learning more about a nonprofit – do you Google, write them or look in the phone book?

New Normal = New Breed of Donor Read email before snail mail Give higher than average direct mail gifts Busy, satisfy interests on their schedule Expect personalized information Require immediate feedback Demand information Already are building relationships online Ephilanthropy Foundation

Read email before snail mail

Give higher than average direct mail gifts

Busy, satisfy interests on their schedule

Expect personalized information

Require immediate feedback

Demand information

Already are building relationships online

North American Online Giving Estimates * Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005= $4.53 Billion Estimate of Giving in 2006= $6.9 Billion *Estimates provided by ePhilanthropy Foundation Any Signs of Slowing?

Are you taking advantage? Source: Blackbaud 2008 State of the Nonprofit Industry North American Survey Results

Fundraising is still based upon Relationships The Internet expands our opportunity for Communications (2 way!) Communications build strong Relationships Technology is and will be part of any non profit organization, takes many shapes and levels the playing field You can build stronger relationships by using technology (more with less!) You must integrate your online/offline activities Expand our fundraising by building stronger relationships Initial Conclusions

Fundraising is still based upon Relationships

The Internet expands our opportunity for Communications (2 way!)

Communications build strong Relationships

Technology is and will be part of any non profit organization, takes many shapes and levels the playing field

You can build stronger relationships by using technology (more with less!)

You must integrate your online/offline activities

Expand our fundraising by building stronger relationships

The key to grabbing technology to build relationships… Donor Relationship Building + Internet Presence = Successful Online Community

Donor Relationship Building

+

Internet Presence

=

Successful Online Community

The Basics of Online Relationship Building Establish an Informative Website (Content) Collect Email Addresses Communicate with those who opt in Offer the option of online giving (encrypted) Give, Get, Do – online Learn about your donors, their preferences You can treat every donor like a major donor! Personalize their experience. Comply with Regulations and laws/ Understand Privacy and Security Issues Read, learn, test, adapt…. To start or continue the relationship you need to:

Establish an Informative Website (Content)

Collect Email Addresses

Communicate with those who opt in

Offer the option of online giving (encrypted)

Give, Get, Do – online

Learn about your donors, their preferences

You can treat every donor like a major donor! Personalize their experience.

Comply with Regulations and laws/ Understand Privacy and Security Issues

Read, learn, test, adapt….

Power Of Your Web Site More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation

Power Of Your Web Site Source: Blackbaud 2008 State of the Nonprofit Industry North American Survey Results

Does your site represent your message?

Does your site represent your message?

Keep in Mind – The Web is constantly changing No longer- Web 1.0 first generation Web-based content that was typically one-way static communication. It is NOW - Web 2.0 second generation Web-based services that emphasizes two-way online collaboration and sharing among users.

No longer- Web 1.0 first generation Web-based content that was typically one-way static communication.

It is NOW - Web 2.0 second generation Web-based services that emphasizes two-way online collaboration and sharing among users.

Know the DIFFERENCE How To Succeed Online

They’re at your website, now what do they do? Can they get something? Can they do something? Can they give something? Your goal – to get something from them!

Can they get something?

Can they do something?

Can they give something?

Can they get something? Information Documents Devotionals Member Lists Calendars Newsletters PodCasts Stewardship Information Help 83% of Internet users expect to find product information on the Internet – Pew Internet Project

Can they do something? Participate in an event Golf tournaments Walk-a-thons Dinners Join – Become a member Update their information Run planned gift calculations Purchase products or services

Can they give something? Time - Volunteer Goods (in kind gifts) Money

Interaction is KEY! What is the most important thing for you to obtain?

What can you use to develop relationships? News and informational content Online resources and document sharing Messages boards and surveys Recurring gifts or special memberships Staff intranets and volunteer extranets Advocacy information and forms Weblogging and distributed content Matching gift information and contacts Volunteer skill matching and assignments Event calendars and scheduling tools Email campaigns and newsletters Online only ticket sales or event access

News and informational content

Online resources and document sharing

Messages boards and surveys

Recurring gifts or special memberships

Staff intranets and volunteer extranets

Advocacy information and forms

Weblogging and distributed content

Matching gift information and contacts

Volunteer skill matching and assignments

Event calendars and scheduling tools

Email campaigns and newsletters

Online only ticket sales or event access

Power Of Your Web Site Source: Blackbaud 2008 State of the Nonprofit Industry North American Survey Results

An Overall Strategy Events Multiple Ways To Support Donate Now

Make it CLEAR What they can do and what you NEED!

Online Donations

Online Donations

Tell, Feel, Share YOUR Story!

Ask for Volunteers & Subscribers

Event Registration

Engage Alumni

Privacy Policies

Privacy Policies

Privacy Policies

We’ve collected information… What now?

eCommunications

Why ask online??

Segmented/Targeted Appeals Past Giving / Major Donor or VIP Group Interests or Preferences as it relates to your org – What 1 key piece of info would help you be more relevant? Geography Past Behavior – Send e-mail to everyone who clicked on this link in the last e-mail.

Past Giving / Major Donor or VIP Group

Interests or Preferences as it relates to your org – What 1 key piece of info would help you be more relevant?

Geography

Past Behavior – Send e-mail to everyone who clicked on this link in the last e-mail.

A Targeted Approach

Email direct mail email

 

Online Newsletters

 

Engages on a personal level

Relationship Fundraising for Events Average volunteer sends over 30 emails One in four emails sent by a volunteer results in a donation Average online gift is $59 which is a 50% increase over the average off-line gift - Data from Kintera Clients

Average volunteer sends over 30 emails

One in four emails sent by a volunteer results in a donation

Average online gift is $59 which is a 50% increase over the average off-line gift

- Data from Kintera Clients

Coordinate Email and Direct Mail Cross-reference offline campaigns in online communications … and vice versa! Reinforce your message across different media to maximize results … ensure you are consistent in your different messages!

Cross-reference offline campaigns in online communications

… and vice versa!

Reinforce your message across different media to maximize results

… ensure you are consistent in your different messages!

Coordinate Web and Phone Campaigns

Example : Email Campaign Monitoring and Benchmarking 87% convert from Click ~11% of all recipients Test & Track Email Results 16,445 Messages Sent (12,825 in HMTL) $$ 531 Bounces (3%) 109 unsub (0.5%) 50% HTML Open Rate 1,792 Participated 2,065 Unique Clicks on Link ~13% CTR on all received ~25% CTR on all opened

87% convert from Click

~11% of all recipients

16,445 Messages Sent (12,825 in HMTL)

531 Bounces (3%)

109 unsub (0.5%)

50% HTML Open Rate

1,792 Participated

2,065 Unique Clicks on Link

~13% CTR on all received

~25% CTR on all opened

Other online “stuff” Social networking RSS Feeds Podcasts Videos Blogs Advocacy

Social networking

RSS Feeds

Podcasts

Videos

Blogs

Advocacy

Social Networking Boom

Social Networking Boom Unbelievable Outreach Allow Others to Spread Awareness For You Viral Effect Reach people you never would otherwise Cheap!

Unbelievable Outreach

Allow Others to Spread Awareness For You

Viral Effect

Reach people you never would otherwise

Cheap!

Social Networking Boom

Social Networking Boom

Go to Them (e.g. RSS)

 

Allow Constituents to Participate

Video

Video

Video Web Video Statistics 1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted. 2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago. 3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012. 4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.

Podcasts

Blogs

Now that you’ve collected the data – what do you do with it? Record donor details Record donor preferences Segmentation capabilities Individual email Mass email Snail mail Put it in a database!

Record donor details

Record donor preferences

Segmentation capabilities

Individual email

Mass email

Snail mail

Keeping it simple Prospect Website Gather Information Use Email Database

Database Solutions

Accurate Information

Thoughts from the Field “ We use our database to track volunteers and their work with youth programs, trail locations and other volunteers. This allows us to connect our trip leaders who have hiked together with the trails they were on and the teens they mentored. By connecting with our web site we reach our volunteers and supporters all over the country easily and at little or no cost!” Marcus Moran Big City Mountaineers

What is working? What isn’t? Website/Communication Feedback

Website/Communication Feedback WHY? More NP’s Equal More Competition Donors Expect More Improved Donor Relationships = Success!

WHY?

More NP’s Equal More Competition

Donors Expect More

Improved Donor Relationships = Success!

Website/Communication Feedback HOW? Surveys are an easy email add-on Surveys can be part of Web Site interaction Everyone LOVES to give their opinion! Key is proper analysis of the results

HOW?

Surveys are an easy email add-on

Surveys can be part of Web Site interaction

Everyone LOVES to give their opinion!

Key is proper analysis of the results

Fundraising is still based upon Relationships The Internet expands our opportunity for Communications Communications build strong Relationships Technology is and will be part of any non profit organization, takes many shapes and allows you to level the “playing field” Your success can be increased because of technology (more with less!) Expand our fundraising by building stronger relationships Easy to test, try, fail, adapt, try again! Conclusions/Application

Fundraising is still based upon Relationships

The Internet expands our opportunity for Communications

Communications build strong Relationships

Technology is and will be part of any non profit organization, takes many shapes and allows you to level the “playing field”

Your success can be increased because of technology (more with less!)

Expand our fundraising by building stronger relationships

Easy to test, try, fail, adapt, try again!

Questions?

Thanks ! John Applegate eTapestry www.etapestry.com [email_address] 317.336.3914

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