Online Fundraising: Harnessing Technology to Build & Maintain Relationships

1. Online Fundraising: Harnessing Technology to Build & Maintain Relationships AGENDA Relationship development for your organization (Lisa Vogt) - The relationship lifecycle - Targeting your messages Tactics for building the relationship (Lisa Vogt) Q& A / Break Donor Management Systems (Alexandra Garcia) Volunteer Mobilization (Alexandra Garcia) Email campaigns / eNewsletters (Alexandra Garcia) Q& A / Break Direct mail concepts and examples (Valerie Lambert) eMail concepts and examples (Valerie Lambert) Q& A / Conclusion

2. Online Fundraising: Harnessing Technology to Build & Maintain Relationships Lisa Vogt, APR Director, Marketing & Communications SOS Children’s Villages – USA lvogt@sos-usa.org

3. Lisa Vogt, MBA, APRDirector, Marketing & CommunicationsSOS Children’s Villages - USA • SOS Children’s Villages is the world’s largest organization dedicated to raising orphaned, abandoned and foster children. • We operate 540 Children’s Villages and have a presence in 133 countries. • Position responsibilities include: • Corporate partnerships • Web site content and development • Digital communications • Celebrity alliances • Advertising • Integrated Campaigns • Social media • Fund-raising • Media relations • Earned Accreditation in Public Relations (APR) in 2011

4. Online Fundraising: Harnessing Technology to Build & Maintain Relationships Does anyone think we should switch the order of the title?! Online Fundraising Harnessing Technology Build Relationships Maintain Relationships

5. Online Fundraising: Harnessing Technology to Build & Maintain Relationships Does anyone think we should switch the order of the title?! Your Thoughts! Online Fundraising Harnessing Technology Build Relationships Maintain Relationships

6. Online Fundraising: Harnessing Technology to Build & Maintain Relationships One option… Harnessing Technology to Help Build & Maintain Relationships Leading to (Online) Fundraising Online Fundraising Harnessing Technology Build Relationships Maintain Relationships

7. Build Relationships Using Multiple Channels: Blackbaud’s Target Analytics group just published a multichannel marketing study https://www.blackbaud.com/multichannel • It has become increasingly common for new donors to give their first gift online. • In aggregate, online-acquired donors have much higher cumulative value over the long term than traditional mail-acquired donors. • Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to direct mail. • Without the ability to become multichannel givers by renewing support via direct mail, online donors would be worth far less. • However, the number of mail-acquired donors who migrate to online giving is so small that it has very little impact on overall revenue.

8. Build Relationships Using Multiple Channels Source: Target Analytics 2011 Study

9. Build Relationships Using Multiple Channels Source: Target Analytics 2011 Study

10. Build & Maintain Relationships Innovation Adoption LifecycleAlso applies to developing relationships Categories of Adopters: Innovators Early Adopters Early Majority Late Majority Laggards Graph by Everett Rogers http://en.wikipedia.org/wiki/Diffusion_of_Innovations Who are you targeting with your message? Who is most likely to respond positively or negatively? Is your message being sent to the appropriate targets, through an effective means through effective channels?

11. Build & Maintain Relationships Innovation Adoption Lifecycle Characteristics of Adopters: Innovators: risk-takers, not social leaders, less concerned with others’ opinionsEarly Adopters: risk-takers who want to see proof first, very social, leaders, very high degree of opinion leadership, high social status Early Majority: slower to adopt, want to see proof, above avg social status, not opinion leaders Late Majority: will adopt only after the avg. member of society, highly skeptical Laggards: last to adopt, extremely skeptical, focused on traditions, low social status

12. Build & Maintain Relationships Where is your organization in the Adoption Lifecycle?

13. Build & Maintain Relationships Movie Recommendation The Joneses, with David Duchovny and Demi Moore, shows the social influence that Innovators and Early Adopters have and how their influence can be taken to an extreme. http://www.thejonesesmovie.com/

14. Build & Maintain Relationships: The Adoption Process The Adoption Process Each person, regardless of their adoption category, moves through the adoption process – innovators move faster than laggards! Awareness Interest Evaluation Trial Adoption Advocate!

15. Build & Maintain Relationships: The Adoption Process Awareness: A vague idea that the organization exists (Digital behavior: see a banner ad, see a social media post, skim an article) Interest: Get more information. Read/listen more closely. Seek opinions. (Digital behavior: banner ad clickthrough, read a social media post, google the organization, sign-up for eNewsletter, follow on social media) Evaluation: Consider whether or not to support. (Digital behavior: more online research, seek more opinions)

16. Build & Maintain Relationships: The Adoption Process Trial: Take action to support in a relatively small way (Digital behavior: volunteer, make a small donation, post to social media) Adoption: Become a supporter! (note that the organization may also be rejected at this or any other stage!) (Digital behavior: make a larger donation, sponsor a child, write a blog post) Advocate: Raving fan! Can’t stop talking about the organization (Digital behavior: establishes online fundraiser, organizes a walk, holds cocktail party fund-raiser, lots of social media interaction)

17. Getting to Donations: Building Advocate Relationships • OWNED: Staff Control • Organizational web sites • Blog posts • eNewsletters • Free Press Releases • YouTube Channel • Contests • EARNED: Others Advocating • Search Rank • Media Coverage • Celebrity Endorsements • Links into digital content • Corporate partnerships • PAID: Pay for Play • Paid Search • Remarketing/Banner Ads • Petition Campaigns on other sites • Paid Press Releases • Events • Direct Mail • SOCIAL: Encouraging Engagement • Facebook • Twitter • LinkedIn • Pinterest • Employee Networks • SOS Advocates = Public comment expected. Not in total control of message.

18. Getting to Donations: Building Advocate Relationships Owned: Staff Control with limited public comment Our Africa micro site SOS USA web site Huffington Post Blog

19. Getting to Donations: Building Advocate Relationships Earned: Others Advocating • Corporate partnerships can serve multiple purposes • - Blog post advocating your work • Links to your web site enhance SEO • Inclusion in philanthropy reports is good for both sides • Social media from corporation Celebrity Endorsements

20. Getting to Donations: Building Advocate Relationships Paid: Pay for Play Wall Street Journal SOS Postcard driving donors online

21. Getting to Donations: Building Advocate Relationships Paid: Pay for Play

22. Getting to Donations: Building Advocate Relationships Social: Encouraging Engagement

23. Build & Maintain Relationships How do you find and target your Innovators / Early Adopters / Early Majority? • Base your tactics on the organizational focus • Sports • Literacy • Environment • Animals • Children • International Humanitarian Causes • You must be found where they are!

24. Build & Maintain Relationships Thank you! QUESTIONS? Connect on LinkedIn… http://www.linkedin.com/in/lisaconnersvogt Communications Models & Theories for APR Online Prep Course, February 22, 2011