The Salvation Army Central Territory CRD Conference

1. The Salvation Army Central Territory CRD Conference Doing the most Good

2. The Salvation Army Central Territory CRD Conference Online Red Kettle 2012 Jason Wood Director Digital Communication Services The Salvation Army, USA Laura Walker Online Fundraising Manager The Salvation Army, USA

3. The Salvation Army Central Territory CRD Conference • Audience Poll: • Hosted a Kettle in 2011? • No Kettle in 2011, but hosted previously? • Never participated in ORK

4. The Salvation Army Central Territory CRD Conference • What is it? • A website where online supporters set up their own virtual Red Kettle web page and raise money for their local Salvation Army

5. The Salvation Army Central Territory CRD Conference • What is it? • Participants can register as an individual or as part of a group (team or company) to encourage competition and grassroots efforts.

6. The Salvation Army Central Territory CRD Conference In August 2011, TSA USA moved our online donation processing and ORK FAF event to the Blackbaud platform. The result was a more integrated system and several key changes to ORK operation: ORK funds route as directly-as-possible to the designated local community. Donations go to the virtual Bell Ringer’s local community, not donor’s. Virtual Bell Ringers can change which local Salvation Army they fundraise for. Reporting now readily accessible by DHQ’s.

7. The Salvation Army Central Territory CRD Conference ORK Donation Disbursement Zip Code Mapping (one to many) National ORK Donation Form Regional Corps Bank Accounts (Grouped by Zip – Many Accounts) Payments Flow

8. The Salvation Army Central Territory CRD Conference • So, why should you be involved with ORK? • Reach wideraudience of donors & supporters • Reach more diverseaudience of donors & supporters • Stay relevant with tech trends and donor expectations

9. The Salvation Army Central Territory CRD Conference • Why Should you be involved with ORK? • Our supporters like it! 2011 public surveys responses: • “Easy…” • “I always like to donate each year, but it is so hard to find red kettles anymore. I thought this program was great. I felt like our small family could help out more this way.” • “Great way to raise funds from friends outside my immediate area.” • “ Using email and social media I am able to connect and share my cause/effort and request with friends and colleagues all over the country.” • “I could post it on Facebook and remind people of what the Salvation Army does.”

10. The Salvation Army Central Territory CRD Conference • Why Should you be involved with ORK? • Our supporters like it! • “I like that I can help an organization from home [since] I’m disabled & can’t stand for long periods of time.” • “I liked the convenience of it. In our "too busy" world it made it easier to try and collect donations.” • “It allowed me to get others not aware of SA's involvement in the community to participate.” • “This is a great idea for raising money for companies that have colleagues spread out across the USA. It would have been much more difficult and harder to have colleagues participate if we had to do it the old fashioned way.”

11. The Salvation Army Central Territory CRD Conference Why Should you be involved with ORK? Increased Revenue, of course!

12. The Salvation Army Central Territory CRD Conference ORK Over the Years:

13. The Salvation Army Central Territory CRD Conference • ORK 2011 Highlights: • 10.19.2011 ORK launch date • 1.31.2012 ORK close date • $1,780,969 Total raised • 16% increase from 2010 total • $126 Avg. ORK donation

14. The Salvation Army Central Territory CRD Conference • ORK 2011 Highlights: • 4,421Total registrants • 9.8% Increase from 2010 total registrants • 28% Participants recruited by another • 3.3Avg # of gifts/participant (incl. $0 participants) • 7.4Avg # of gifts/participant(not incl.$0 participants)

15. The Salvation Army Central Territory CRD Conference 2011 ORK Totals by Territory

16. The Salvation Army Central Territory CRD Conference

17. The Salvation Army Central Territory CRD Conference • ORK 2012: • 7.12 2.93 BBIS/FAF upgrade • 8.12 ORK updates and final testing • 9.1.12Soft launch (internally to TSA) • 10.1.12 Public launch • $3 million National fundraising goal

18. The Salvation Army Central Territory CRD Conference The Online Red Kettle: 2012 Features www.onlineredkettle.org

19. The Salvation Army Central Territory CRD Conference www.onlineredkettle.org

20. The Salvation Army Central Territory CRD Conference Getting Started

21. The Salvation Army Central Territory CRD Conference • Easy Sign Up/Sign In Process Social media login options Step by step registration toolbar

22. The Salvation Army Central Territory CRD Conference Custom Fundraising Designations (Registration Step 4)

23. The Salvation Army Central Territory CRD Conference Custom Fundraising Designations ( Participant HQ) One event covers the entire nation, but allows participants to ensure they are able to designate all funds to the TSA of their choosing.

24. The Salvation Army Central Territory CRD Conference • Friendly URLs make it easy to share:

25. The Salvation Army Central Territory CRD Conference • The all important Social Networking: • Automatically built into FAF platform • No more relying on third party providers • Pre-populated message & thumbnail

26. The Salvation Army Central Territory CRD Conference Participant Headquarters • Provides real time updates on: • Total $$ Raised • Address Book Contacts • Emails Sent • Actions Taken Resulting • from Emails • Thanking Donors • Recruiting Team Members

27. The Salvation Army Central Territory CRD Conference Participant Headquarters • Management Tools and Help: • Tasks Reminders • Kettle Page Customization • Emails, Templates, and • Address Book • Enter Offline Gifts • Manage Friendly URLs • Change Password/Username

28. The Salvation Army Central Territory CRD Conference Custom Kettle Pages • Personalization: • Profile Photo/Video • Photo/Video Gallery • Participant’s Unique Story • Donor Recognition • Team/Company Members • Facebook Comments

29. The Salvation Army Central Territory CRD Conference Custom Kettle Pages: (www.onlineredkettle.org/johnskettle

30. The Salvation Army Central Territory CRD Conference Custom Kettle Pages: www.onlineredkettle.org/lisa_kettle

31. The Salvation Army Central Territory CRD Conference Custom Kettle Pages: www.onlineredkettle.org/Cleveland

32. The Salvation Army Central Territory CRD Conference Custom Kettle Pages: www.onlineredkettle.org/Pittsburgh

33. The Salvation Army Central Territory CRD Conference Participant E-mail Outreach: The Salvation Army National Headquarters has worked with leading industry experts to craft engaging and clearly defined outreach messages pre-loaded for participants.

34. The Salvation Army Central Territory CRD Conference • We provide active engagement and support for all Kettle hosts with: • Weekly/Bi-weekly engagement emails • Messages crafted with FAF industry experts • Targeted by Kettle Host role and $ raised • Message is timely and brief, with clear call to action

35. The Salvation Army Central Territory CRD Conference • We provide active engagement and support for all Kettle hosts with: • Fundraising ideas & tips for Participant HQ • Crafted by FAF industry experts • Rotated every 1-2 weeks

36. The Salvation Army Central Territory CRD Conference • We provide active engagement and support for all Kettle hosts by: • Highlighting Key Participants • Personal kettles promoted on ORK homepage, Facebook, • Twitter, and more

37. The Salvation Army Central Territory CRD Conference 2012 Online Red Kettle FAF 2.93 Management Tools

38. The Salvation Army Central Territory CRD Conference • Available reports offer quick, instant information on ORK participants and revenue: • Registrants dashboard report • Groups dashboard report • Donations dashboard report • Reports Overview • Daily revenue and constituent exports provide daily info that can be exported and imported into offline CRM. • BBIS Roles Needed: ORK Base Role, ORK Div. Admin

39. The Salvation Army Central Territory CRD Conference Divisional Admins Dashboard – Registrants Report

40. The Salvation Army Central Territory CRD Conference Divisional Admins Dashboard – Groups Report

41. The Salvation Army Central Territory CRD Conference Divisional Admins Dashboard – Donations Report

42. The Salvation Army Central Territory CRD Conference • Divisional Admins Dashboard – Reports • Instant stats display: • Total raised to date • Gifts received from other • divisions detail • Total gifts to other • divisions • Gifts to other divisions • detail

43. The Salvation Army Central Territory CRD Conference • BBIS Daily Revenue Export • Available for daily download in Divisional FTP folder • BBIS Daily Constituent Export • Available for daily download at Administration > Export > Constituent Export-<DIV>

44. The Salvation Army Central Territory CRD Conference Query tool can build customized participant and revenue reports by local site.

45. The Salvation Army Central Territory CRD Conference • NHQ, THQ, and DHQ ORK Admin Management Capability: • Delete a Kettle • Merge Kettles • Add pending gift payments • Move kettles to different Teams/Companies • Change donation recognition credit

46. The Salvation Army Central Territory CRD Conference • NHQ, THQ, and DHQ ORK Admin Management Capability: • Login as Registrant • Resend Password

47. The Salvation Army Central Territory CRD Conference • Tools Available for Divisional Admins • 2012 ORK resources will be posted/updated • on RSTK: • ORK Management Webinar • Webinar PowerPoint slides • Instructional videos (thx Angela Vaughn!) • Online ad units • Corporate presentation • Handouts • Brochures • Recruitment Emails • Engagement Email Calendar

48. The Salvation Army Central Territory CRD Conference Tools Available for Divisional Admins Recruitment emails created with guidance from FAF industry experts. Targeted to new and past participants. Copy and paste into email platform, and send to constituent lists to boost ORK participation and donations. *Don’t have staff/time to send recruitment emails? Let NHQ send emails on your behalf! Contact Jason Wood or Laura Walker.

49. The Salvation Army Central Territory CRD Conference The importance of recruitment and engagement, especially with past participants: • Organizations are retaining about 25% of fundraising participants • Multi year participants raise 3X more than new participants • 46%of revenue comes from retained participants Retention Increases Revenue

50. The Salvation Army Central Territory CRD Conference National Marketing and Promotions • ORK 2011 Advertising Results - Embedded Radio Campaign : • No other source of marketing other than earned media (PR, social updates, etc) • Flight dates: November 21-January 6 • Limited budget: • Media buy included 60-second mentions each day, • and 10 min. interview w/ Major Hood (National CRD Secretary) • on each show