Title: Online Fundraising throughout Your Organization
1Online Fundraising throughout Your Organization
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- Friday, April 6, 2007
- Washington, DC
2Presenters
- Rusty Burwell
- VP, Data and Technology
- Rick Johnston
- Senior Web Strategist and Association Practice
Lead
3Top 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
4Session Outline
- Welcome and Introductions
- Integration issues
- Examples
- ALA, ADA
- Your experiences
- Technology tools
- Open QA
5Importance 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
6Barriers 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
7Solutions 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
8Why 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.
9The Problem Lung Land 2005
www.lungusa.org
Benefits
DataTrack
daily/
varying
varying
DataTrack
occasionally
quarterly
GoldMine
Risks
Risks
weekly
GetActive
Advocacy
10Lung 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?
12Potential 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
13Potential Technology Solutions
Source IBM
14Enterprise Search Tools
Source Endeca
15BI within SharePoint Portal
Source Microsoft
16Lung 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
17Early December soft appeal
18Analysis 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
19So 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
20References
- 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
21Contact 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