Online Fundraising throughout Your Organization

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Online Fundraising throughout Your Organization
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• Friday, April 6, 2007
• Washington, DC

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Presenters

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

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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

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Session Outline

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

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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
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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

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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

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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.

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The Problem Lung Land 2005
www.lungusa.org

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

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

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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

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Potential Technology Solutions
Source IBM
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Enterprise Search Tools
Source Endeca
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BI within SharePoint Portal
Source Microsoft
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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

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Early December soft appeal
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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
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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

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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

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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