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Online Fundraising throughout Your Organization

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Focus on negative impact/positive outcome of change. Planning. Management education and focus ... Consider a proof of concept' project to show value ... – PowerPoint PPT presentation

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Title: Online Fundraising throughout Your Organization


1
Online Fundraising throughout Your Organization
Sdfsdfsdfd Sdfsdfsdf Sdfsdf sdfsdf
  • Friday, April 6, 2007
  • Washington, DC

2
Presenters
  • Rusty Burwell
  • VP, Data and Technology
  • Rick Johnston
  • Senior Web Strategist and Association Practice
    Lead

3
Top Three Takeaways
  • Articulate the importance of an integrated
    approach to fundraising
  • Organizational barriers to sharing and how to
    address them
  • Technology tools that can facilitate sharing

4
Session Outline
  • Welcome and Introductions
  • Integration issues
  • Examples
  • ALA, ADA
  • Your experiences
  • Technology tools
  • Open QA

5
Importance of an integrated approach
  • Integrating constituent data means connecting
    the information from various systems to
    communicate with and track constituents so that
    the organization can see a unified view.

idealware.org An Introduction to Integrating
Constituent Data Three Basic Approaches
Clients
Volunteers
Advocates
Online donors
Web visitors
Call center
Major donors
Foundations
Staff
Vendors
Board
Mail donors
Corporations
Event participants
Patients
Members
6
Barriers to Integration
  • Internal Silos
  • Development, Advocacy, Program, Finance, Call
    Center, HR, Marketing, Communication, Online,
    Mail, Eventslack of Management
    understanding/buy-in
  • Political Issues
  • Staff person, Local office, Regional, National
  • Revenue Sharing, Record Ownership
  • Technological
  • Separate systems on different platforms managed
    by different departments with different
    goals/histories with different ownership built at
    different times

7
Solutions to Integration
  • Strategic Vision
  • Focus on negative impact/positive outcome of
    change
  • Planning
  • Management education and focus
  • Current problems to address
  • Built into future decision making
  • Implementation
  • Develop an implementation roadmap
  • Consider a proof of concept project to show
    value
  • Build success one step-project-integration at a
    time

8
Why does it matter?
  • Integrating Online Marketing (eCRM) with Direct
    Mail Fundraising
  • Strategic One/Convio Study, January 2007
  • Donors engaged through multiple communication
    channels have higher long-term value, retention
    and lifetime value. Adding a donation and
    solicitation channel is responsible for increased
    12-month donor value. This is the case if the
    donors start as direct-mail-only donors or as
    online-only donors.
  • the increased value of adding an online
    donation channel for donors acquired offline is
    44.71 per donor over 12 months.

9
The Problem Lung Land 2005
www.lungusa.org

Benefits
DataTrack
daily/
varying
varying
DataTrack
occasionally
quarterly
GoldMine
Risks
Risks
weekly
GetActive
Advocacy
10
Lung Land - Next
www.lungusa.org

ETOSoftware
PBMS
Benefits
DataTrack
quarterly
daily
Sage MIP
DataTrack
weekly
weekly
GoldMine
Risks
Risks
weekly
GetActive
Advocacy
11
  • Does this sound familiar
  • to you?

12
Potential Technology Solutions
  • Better integration of CRM applications
  • open standards, XML, Web components, integration
    tools
  • Business Intelligence tools
  • 3rd party products that drill into data sources
    and produce meaningful, user-specific reports
  • Enterprise Search tools
  • New extended features allow for authorized search
    across all enterprise resources including
    documents and databases
  • Portal Solutions
  • Collaboration tools, widgets, and access controls
    can help with data integration

13
Potential Technology Solutions
Source IBM
14
Enterprise Search Tools
Source Endeca
15
BI within SharePoint Portal
Source Microsoft
16
Lung Year-End e-campaign
  • Key Components-
  • 700,000 www.lungusa.org contacts (donors,
    e-newsletter recipients,
  • 300,000 direct mail donors, event
    participants/donors
  • Did email append on 3 million current mail
    donors, got approx. 300,000 opt in email
    addresses
  • 8 appeals over period
  • Starting mid-Nov, differing appeals
  • Multiple tests long/short, personalization,
    specific gift ask amount, programs vs.
    testimonial, subject line
  • Test-Rollout test in 10,000 person cells and
    then immediately rollout winner

17
Early December soft appeal
18
Analysis of Campaign Period Results November 1
January 1
2005 2006 Increase Average Gift
Memorials 101,965 127,723  20 80
General 151,184 244,281  38 96
Total 253,149 372,004 32 89
19
So what now
  • Idealware Creating the Relationship-Centric
    Organization Nonprofit CRM
  • Best Practices for CRM implementation
  • Start by defining organizational and programmatic
    needs
  • Ensure executive by-in by agreeing on key metrics
  • Resist pressure (internally and from funders) to
    do it all at once
  • Adopt adequate staff incentives and
    organizational cultural components
  • Define a strategy for data quality
  • Focus on continuous improvement, not a one-time
    deal
  • and plan, test, email, analyze, repeat

20
References
  • www.idealware.org
  • An Introduction to Integrating Constituent Data
    Three Basic Approaches
  • Creating the Relationship-Centric Organization
    Nonprofit CRM
  • www.beaconfire.com
  • Getting it All in One Place Data Integration
    Strategies
  • www.strategicone.com - www.convio.com
  • Integrating Online Marketing (eCRM) with Direct
    Mail Fundraising
  • www.microsoft.com
  • Building BI capabilities within SharePoint portal
    and Office products
  • www.endeca.com
  • Using enterprise search for business intelligence
    and CRM
  • www.ironworks.com
  • Business Intelligence overview

21
Contact Information
  • Rusty Burwell
  • VP, Data Technology
  • American Lung Association
  • www.lungusa.org
  • 212-315-8743
  • rburwell_at_lungusa.org

Rick Johnston, CAE Senior Web Strategist Ironworks
Consulting www.ironworks.com 804-200-1639 rjohns
ton_at_ironworks.com Blog www.rjohnston.org
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