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December 2008

© Common Knowledge 2008 All rights reserved.

Mission Inspired Gifts™

Online Fundraising Meets E-Commerce

Jenny L. Feinberg, Senior Consultant

Jeff Patrick, President & Founder

Mission Inspired Gifts™

Online Fundraising Meets E-Commerce

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In economically tough times, nonprofits naturally turn to scrutinizing fundraising programs and plans. We look at our existing donors and search for creative ways to inspire more dollars and donations from them. We look for innovative, cost-effective ways to acquire new donors. We’re likely going to have to work harder—and smarter—to remain competitive in this economic climate, where individual giving is projected to drop by 4.7% this year.1 For nonprofits with online fundraising programs, how can we leverage the unique features of the Internet in a challenging fundraising environment?

Mission Inspired GiftA new Internet fundraising model—the Mission Inspired Gift™—promises to help. In the Mission Inspired Gift program, for example, dad shops online at Defenders of Wildlife where he symbolically adopts a Grey Wolf and his child receives a plush wolf toy along with a packet of edu-cational information. Mission Inspired Gift programs are a form of fundraising where the donor gives to a charity and a third-party recipient receives a premium. They engage pros-pects and donors with a unique mission-focused ‘gifting’ and giving opportunity.

Mission Inspired Gift programs aim to com-bine an emotionally rewarding donation experience with the more practical shop-

ping and gift-giving process. It is a strong opportunity to leverage the tremendous base of e-retailing best practices for Internet fundraising. A Mission Inspired Gift is able to tap into the alternative gift trend: virtual giving, graceful giving, adoption gifts or sponsorship giving. Riding the anti-consumerism wave, alternative giving is sometimes linked with environmentally friendly initiatives as well.

With the focus on gift-giving, Mission Inspired Gifts are most often promoted around holidays—Christmas, Hanukah, Mother’s Day, Valentine’s Day, Easter, and mission-specific celebrations or memorial events such as Veteran’s Day, Memorial Day, Earth Day, or Breast Cancer month. It also performs well in the role of alternative gifts for birthday or corporate gifts.

fundraising model – The revenue structure underlying a donation plan, it is often important to explain more innovative models to consumers.

Mission Inspired Giving – A form of gift giving in which the giver donates to a charity in the recipient’s name. Often includes a premium (e.g. a plush toy), card or certificate explaining to the recipient how the donation benefits the char-ity. Also known as virtual giv-ing, graceful giving, adoption gifts, alternative gifts or spon-sorship giving.

e-retailing – The art and science of selling goods via the Internet.

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Taking It OnlineMission Inspired Gift programs move the classic sponsored giving model online—adapting it to take advantage of the Internet’s unique characteristics: low-cost production, rapid deployment, per-sonalization, and a no-hassle virtual shopping experience. Successful charities using this program include Defenders of Wildlife, Sierra Club, Seva International, and International Fund for Animal Welfare. See Table 1 for examples of the Mission Inspired Gift programs at each of these nonprofits.

Keeping in mind the Mission Inspired Gift program’s focus on Internet shopping, it is worthwhile to note that even as overall retail sales are projected to drop during the current economic slow-down, spending for online sales are expected to grow by 12% this year.2

Fourth quarter is an important time for fundraising, and Internet fundraising con-tinues to be an important revenue stream for nonprofits. Seva International, generates 25% of their annual fundraising revenue from their branded Mission Inspired Gift program, “Gifts of Service.” Convio estimates that 89.5 million online US consumers are planning “to give more than $3 billion to nonprofit organizations during the holiday season in 2008.” 3

Table 1: Sample Mission Inspired Gift Program Categories and Products

Organization Issue/ Product Category Gift/ Product

Defenders of Wildlife Wolf Adopt a wolf pup

International Fund for Animal Welfare Seals Gift to monitor seal hunt

Sierra Club SequoiasSponsor work to protect sequoias from logging

Seva Foundation Restore Sight Sponsor a cataract surgery

Sample Mission Inspired Gift Program: Seva Foundation Gift Center Home Page

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Your Fundraising Strategy: Cross-Selling Existing DonorsFor fundraisers, Mission Inspired Gifts are an attractive addi-tion to a healthy mix of fundraising programs, particularly as a way to appeal to existing donors. Perhaps you have a large and growing online member base, and a disciplined and com-prehensive renewal program helps to extend each member’s commitment from year to year. But within each year, how are you cross-selling this loyal base with other fundraising offers? What initiatives are growing the average lifetime value of your donors?

Mission Inspired Gifts introduce a completely different context for giving: inspiring supporters to donate by giving a gift to a friend, family member, or colleague. The Mission Inspired Gift solves the gift-buying challenge to check off a few friends from your Christmas shopping list—and along the way, gain recognition as a philanthropist and supporter of your or your gift recipient’s favorite charity. In the peak holiday period, this is a particularly compelling and practical offer, even for members who’ve previously given this year. Importantly, it is not unusual for ‘shoppers’ to gift multiple donations in one visit. Most organizations see that a substan-tial number of their shoppers purchase more than one gift.Consider a Mission Inspired Gift program in relation to your existing fundraising programs, and plan how to integrate it—strategically and in your email schedule—with member-ship, monthly giving, and your scheduled campaigns.

online member base – The portion of your list which interacts with you online, through email and/or participation in online social networks.

cross-selling – A tactic to increase sales through suggesting other related products.

lifetime value – The revenue a subscriber brings to the organization over the duration of their relationship.

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Your Fundraising Strategy: Viral Marketing & AcquisitionThe built-in viral branding and acquisition in the Mission Inspired Gift program is also extremely valuable. The charity brand is pre-sented to the originating donor, but it is also rolled out to all gift recipients. Imagine an office worker during the Christmas holiday, who gifts donations to five co-workers. Each of the five co-workers receives a branded e-card, printed card, and certificate introducing the charity, explaining your program, and further describing how the gift will be used. One donation leads to five recipients with a new connection to the charity. Each recipient can be prompted to visit the charity’s online giving center to gift a donation to people in their network. As a result the program has the viral potential to expand out through each participant’s social network.

Your Fundraising Strategy: Fundraising AccountingEarly in the project, decide how the program proceeds will be used by your organization. Will the money raised be restricted to the specific programs or will it be allocated to the general fund? The Mission Inspired Gift copy for the web site, external messag-ing, direct marketing, and in-person discussions will need to reflect this decision.

For example, Heifer International states that all gifts, such as the purchase of a cow, are symbolic, and will be used however it can best be directed to alleviate poverty and hunger around the world. On the other hand US Fund for UNICEF uses the dollars raised to purchase the same product that the donor bought via their catalog, however they reserve the right on rare occasions to substitute the exact product with a different item from the same category if there is greater need for it. In other words if you purchase a first aid kit for use during emergencies but there is an immediate and press-ing need for temporary shelters, they may allocate your donation to purchase tents instead. The accounting choice depends on the needs of the nonprofit.

viral marketing – A strategy that incents people to voluntarily pass on a marketing message.

acquisition – Adding people to your house or lead list through various methods (purchase of names, PR campaigns, viral strategies, etc.)

direct marketing – The practice of delivering messages to consumers on an individual basis.

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Strike a BalanceAs you conceive your organization’s Mission Inspired Gift program, much of your success relies on a careful balance of understanding and using e-commerce best practices, integrated with solid online fundraising principles. In the end, Mission Inspired Gift programs are one part shopping experience, and one part donation. Getting this balance right is crucial, and each program needs to strike its own balance.

Some programs skew toward a strong fundraising message and reflect this in their copy and creative, with just a nod to e-commerce. Other charities build large product catalogs that incorporate more sophisticated merchandising concepts for up-selling and cross-selling additional items. Either way it is crucial to have a streamlined, well-merchandised, visually compelling online ‘shopping’ experience combined with effective copy and creative that clearly communicates the fundraising story

Merchandising StrategyHere we offer a decision checklist as you develop a merchandising strategy for your Mission Inspired Gift program. Your Merchandising Strategy should consider Product Choice, Design (including Premiums) and Price Points and Incentives; and the Product Catalog as a whole.

1. Product Choice Begin by thinking about the best products be for your organization. What is a Mission Inspired Gift product? The gift a donor will purchase for the gift recipient. This is a productized (or packaged) ver-sion of one of your programs, a symbolic representation of the program (the donation of a chicken to a family in need, sight restoration through a sponsored cataract surgery in Nepal, or a symbolic adop-tion of a spotted owl that represents support for habitat preservation.) The product should include a premium, but the premium can be as simple as a card—these are Product Design decisions you’ll make as part of the Mission Inspired Gift program process. As you consider your Product Choice, remember that the products must directly relate to your core mission and ideally tie to your organization’s most important programs.

Your fundraising track record is a good guide. Which of your issues and programs have performed well for fundraising, online and offline? Which low-dollar, mid-tier and major donor appeals histori-cally have achieved the best results?

Overall consumer appeal should also play a role in your selection because Mission Inspired Gift programs perform well for new donor acquisition. For these first-time shoppers, visually appealing, emotive, high-profile, personally pertinent, or news-worthy issues are most compelling.

As you choose your product categories, simple, more straightforward, non-controversial issues with an identifiable or quantifiable impact tend to perform best. An environmental organization, for example, given the choice between global warming and animal rescue, should opt for the easier to understand, more specific, more quantifiable animal rescue topic.

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2. Product Design The specific offer and gift package for the recipient matters for each product. In Product Design you should consider whether you will tune products to increase sales to existing base or target new audiences.

You might, consider adding a family of related products to stimu-late collectible-minded shoppers, a tactic used with, for example, Star Wars action figure Happy Meals. Perhaps you’ll design prod-ucts suitable for corporate gift-giving—easy to source for and send to multiple addresses in volume, work-safe topics, and multiple price points. For some organizations, products are meant to appeal to children—who stimulate significant gift-buying by parents, grandparents and other family members. Which of your programs are most kid-friendly? What products could you create keeping kid recipi-ents in mind?

Beyond basic premium “product appeal,” premium add-ons like certificates, 8x10 glossy photos, fact sheets, and gift cards help to provide donor and recipient recognition. Premiums play an important role in the perceived value of each product. At Defenders of Wildlife, the product categories are en-dangered animal species. For each endangered animal product category, Defenders includes a plush animal toy, kids wildlife activity book, personalized certificate, photo and fact sheet.

© Common Knowledge 2008 All rights reserved.

product design – The strategic selection of mission-based products that appeal to target consumers. Includes consideration of price points, compelling fundraising asks, and premiums.

Defenders of Wildlife Wolf Category Page

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Seva Foundation, on the other hand, simply includes a printed gift card with each gift.

Seva Foundation Product Page - Highlighting the Gift Card Premium

While drastically different pre-mium offers, both Defenders and Seva have enjoyed thriving suc-cess with their respective Mission Inspired Gift fundraising programs by strategically choosing products at price points that show a clear understanding of the respective supporters of each organization.

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3. Product Catalog Mission Inspired Giving relies on an electronic catalog of products, the col-lection of all your Products in all of your Product Categories. To review, each product should relate directly to some aspect of the charity’s pro-grams. Take the opportunity to evaluate the Product Catalog as a whole, and to make sure it conveys the personality or brand of your organization as desired. Mission Inspired Gift programs are an exciting opportunity for a brand extension, and a meaningful way to leverage the existing reputa-tion of your charity. The Seva Foundation’s branded Mission Inspired Gift catalog—Gifts of Service—includes products for each of their program areas: Sight Restoration, Clean Water, Literacy, Community Health, Economic Development, and Mothers and Babies. One interest-ing aspect of Mission Inspired Giving is the built-in ability of the online catalog to educate donors about the programs of the char-ity, and to deepen the relationship with the donor.

Each of these ‘product categories’ includes one or more products, versions of the product at different price points. At Seva Foundation, the Clean Water category has products at $25, $250, $500, $1,500, and $15,000.

A slightly different approach is used by Sierra Club in their ‘Sponsor a Wild Place’ center, where the product categories include different iconic wild lands or parks— e.g. Sequoia, Arctic, Yosemite, Yellowstone, and Acadia. These parks represent the Sierra Club’s current work but also their 100 plus year legacy of conservation. The Arctic category, Arctic National Wildlife Refuge, includes products at $25, $50, and $75.

product category –

A mission-based

packaging of online gifts

which includes one or

more related products, or

versions of the product at

different price points.

Seva Foundation Product

Category Page: Sight Restoration

Seva Foundation Product Category Page: Clean Water

Sierra Club Product Category Page: Arctic

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4. Pricing: Consider tapping into different markets by creating products at a wide range of price point levels. Using Facebook widgets, several organizations offer virtual gifts priced at $1, while Heifer International offers a “Hope for the Future Gift” for $25,000 which helps move 1 million families closer to self-reliance through livestock and training. Seva Founda-tion presents price points within each cat-egory at low, medium and high levels.

Recognize that very low, low, medium and very high price points (e.g. $1, $35, $250 and $25,000) have different roles in the Mission Inspired Giving model. Very low price points serve more as a self-funded marketing initia-tive—for example, to introduce a younger generation to your charity. Low and medium price points (e.g. $35 and $250) perform much like annual giving fundraising pro-grams, while very high price points are about awareness, education, and reinforcement with only rare online donations. From the e-commerce world we borrow pricing tactics for incenting additional sales. These include discount codes (early bird, employee, multi-items, return shoppers), free shipping offers, up-sell awards (buy $100 or more and get a free baseball cap), sale pric-ing, sale windows (e.g offer good for next 48 hours), frequent buyer and reward programs, and referral programs (refer a friend and get 10% off.)

Seva Foundation Product Category Page: Range of Price Points

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IFAW Gift Center: A Simple Product Catalog with a Few Product Categories

Defenders of Wildlife Gift Center: A Complex Product Catalog with Many Product Categories

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WebsiteThe website, or e-commerce center, presenting your Mission Inspired Gift catalog is central to your success. The goal of the website is multi-fold and must incorporate five essential considerations.

1. Branding: Your e-commerce center contributors to your charity’s brand building, and the shopping experience should echo it. Create and communicate the identity of your organization and the personality of the program—quickly and effectively. Consider all the online techniques here: logo(s), color palette, font styles, design elements, representative photos, smooth navigation, and a thoughtful layout.

3. Mission and Programs: Educate visitors about your charity and mission. Use a combination of stand-alone explanatory copy combined with messaging integrated with each of the products. Cre-ate strong linkage between the products and your programs. Add photo content representing or reflective of your programs and services.

2. Explain How It Works: Clearly define what your Mission Inspired Gift program is and how it works. Gifting donations is not commonly understood by consumers, although when presented correctly it is relatively easy to grasp. Take the time to explain the program in two or three sentences on the homepage, and support this short description with a FAQ or About the Program page.

4. Presentation: Present your Product Catalog including a clear explanation of the related mission and service, premium(s), and price. Professionally shot premium photos make the offering more com-pelling. Remember, some product categories and price points will sell better—be thoughtful about which products and price points you merchandise on the homepage and other important site sections.

5. Other Essentials: Shipping costs (Hint: free shipping is a good selling point), shipping times (e.g. arrival in time for the holidays), customer service (e.g. contact numbers, hours of operation), checkout process (viewing the shopping cart, adding/removing items), add a donation (e.g. donate an extra $10 on top of your purchases), up-sell with add a branded product (a logoed t-shirt or ball cap), privacy policy, trust-building tools like awards (e.g. Readers Digest Philanthropy 100 Award), gift wrapping, and tax deductibility of donations are all important information to include on your site.

branding – The creation

and communication of

the identity of your orga-

nization, or the personali-

ty of the program. Online

branding techniques in-

clude logo, color palette,

fonts, design elements,

representative photos,

smooth navigation, and a

thoughtful layout.

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Case StudyIFAW - Gifts for Animals

The International Fund for Animal Welfare (IFAW), www.ifaw.org, is a $100-million animal-welfare organization working in 15 countries on the continents of Europe, Asia, Africa, Australia and North America, and representing an online community of over 500,000 active advocates and donors.

In the fall of 2007, IFAW upgraded their “Gifts for Animals” Mission Inspired Gift catalog, with an eye to-ward expanding the role of the catalog within their larger online fundraising programs. In parallel, IFAW ramped up their email marketing program to promote the new online catalog. As a result of these efforts IFAW increased the total dollars raised from the Gifts for Animals program by 22% over the previous year.

The majority of this growth in contributions came from a five-email series over four weeks (late November to late December) which accounted for 63% of the total catalog revenue for the holiday period.

IFAW tested a variety of factors within the email series—email format, copy, creative, products and price points pro-moted, and product sale versus fundrais-ing focus. For example, the first email in the series announced the program, using an electronic postcard format. This e-postcard was image intensive, featuring a large seal photo and only minimal text. Sent out the Wednesday before Thanksgiv-ing, this email generated fewer total gifts than later emails but it played a critical branding and educational role, ensuring that IFAW was top of mind for supporters as they started their holiday shopping.

For the second email, IFAW tested messaging focus—issue (ex. saving seals) vs. alternative gift giving (ex. Stop buying ‘stuff’, buy your friends and family an alternative gift that supports IFAW’s valuable work). Seventy five percent of the list received the ‘issue’ ask and the remaining 25% ‘alternative gift’ ask. The ‘issue’ messaging performed much better, boasting higher open and click-through rates, while produc-ing an average of 1.12 gifts and $69.17 per donor compared to an average of only one gift and $49.55 per donor for the alternative gift segment. (See Table 2, next page.)

Email screen shot: IFAW Seal Postcard

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The third campaign email was very successful—generating the most gifts per email in the series. The messaging focused on IFAW’s Russian orphan bear cub rescue program. Importantly, it also featured a limited time offer for a special baby bear plush toy. The compelling (and cute) bear cub program and premium combined with the 48-hour response deadline demonstrates how e-commerce and fundrais-ing tactics are interwoven to produce great results.

An important element of the holiday shopping picture is the increasingly higher volume of ‘shoppers’ the closer we get to Christmas day.

Graph 1: IFAW Mission Inspired Gift Year End Summary, Cumulative Orders by Day

The last emails in the 2007 holiday series focused on the urgency of last minute gift giving and the deadline to have gifts arrive on time. All of these emails performed well.

In addition to email marketing, 37% of the gifts came from visits originating at banner ads, search engine marketing ads, IFAW’s animal rescue blog and organic traffic through the IFAW homepage. IFAW was also able to take advantage of several earned media opportunities to promote the program via print and television.

Open Rate CTR Shoppers Per Click Gifts per Shopper Amount per Shopper

Mailing #2: Seal 8.84% 1.58% 5.22% 1.12 $69.17

Mailing #2: Gift 8.07% 1.44% 4.90% 1.00 $49.55

Average 8.64% 1.54% 5.14% 1.09 $64.61

Table 2: Results from Second IFAW Mailing– Issue v. Commerce

11/18/2007

11/21/200711/22/2007

11/28/2007

12/6/2007

12/13/2007

12/17/2007

12/20/2007

12/25/2007

1/1/2008

0

200

400

600

800

1000

1200

1st Mailing: Seal Postcard

Thanksgiving2nd Mailing:

Seal Action & Generic Gift

3rd Mailing: Orphaned Cubs

Christmas New Years Day5th Mailing: Last Minute & Care2 Orphaned Cubs

4th Mailing: Stocking Stuffers

Lush/Wirefly Mailing

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Conclusion for Mission Inspired Gifts White PaperMission Inspired Gift fundraising is an emerging and potentially valuable source of new donors and donations for many charities. Based on sound online fundraising principles combined with savvy e-commerce tactics, the program can produce significant and profitable revenue streams for nonprofits.

The future of Mission Inspired Gift fundraising is vast with innovation expected in many areas—multi-channel marketing, new product concepts, merchandising tactics, integration up-and-down the fundraising pyramid, and with social networking. Five years from now, the Mission Inspired Gift center will be dramatically different with significantly more constituent interaction, content, and feedback. In the future gift centers will present an increasingly broader selection of products, mar-keted via synchronized multi-channel outreach. Network selling via personal social networks and digital video promotion—with video of products, program beneficiaries, and satisfied customers—will become important in Mission Inspired Gift centers in the next few years.

Today only a small number of innovative nonprofits across several sectors—environmental, interna-tional relief and development, public radio and television, public interest/advocacy, health/healthcare, and higher education—field Mission Inspired Gift programs. Annual online revenue in these programs varies from tens of thousands to millions of dollars, with organizations in the environmental and international relief and development sectors leading the way.

The Mission Inspired Gift model has settled in on the online charity fundraising scene—it is here to stay. Consider the following three questions:

1. Would your organization benefit from a new revenue stream that will be profitable within 3-12 months?

2. Will your core constituents—those most committed to your cause—see value in this “gift and give” donation opportunity?

3. Are there holidays or special celebration days that naturally align with your mission or key fundraising periods— Christmas, Valentine’s Day, Easter, Hanukah, Veterans Day, Earth Day, Breast Cancer Month, International Clean Water Day, National Women’s Health Day, etc.?

While more investigation is necessary, an affirmative on these three questions suggests that your charity may benefit from a Mission Inspired Gift online fundraising program.

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Endnotes

1 “Bracing for Lean Times Ahead” New York Times November 10, 2008 Stephanie Strohm http://www.nytimes.com/2008/11/11/giving/11FALLOUT.html?_r=1&partner=permalink&exprod=permalink “Patrick M. Rooney, interim executive director of the Center on Philanthropy at Indiana University, said the most reliable indicator of individual giving was Standard & Poor’s 500 stock index, with a 100-point jump translating into an additional $1.5 billion of philanthropy from people who report donations on tax forms. “It works just the same way on the downside,” he said. Using that rule of thumb and the price of the index on Nov. 6, such individual giving would drop this year by about $8.7 billion from an estimated $187 billion, according to Mr. Rooney. That’s far less than financial markets have fallen.”

2 Online Retailers Tightening Belts, Too. Advertising Age. November 10, 2008, Natalie Zmuda “Online retailers, who have become accustomed to holiday sales increases in the 20% range, have reason to put on the brakes. Forrester projects sales this holiday season will grow at the slowest rate ever, 12% vs. 21% a year ago.” via The Agitator Nov 13, 2008 http://www.theagitator.net/research/online-spending-growth-slows/

3 $3 Billion Is A Click Away. Convio http://www.convio.com/files/Convio_PlayBookSeries_Holiday2008.pdf Data from JupiterResearch US Online Retail Consumer Survey fielded from September 17 to 28, 2008.

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Screen Shot Links(Current as of December 2008)

Screen Shot 1: Sample Mission Inspired Gift Program: Seva Foundation Gift Catalog Home Pagehttp://www.seva.org/site/PageServer?pagename=gos2008_home

Screen Shot 2: Defenders of Wildlife Product Category Page https://secure.defenders.org/site/SPageServer?pagename=wagc_graywolf

Screen Shot 3: Seva Foundation Product Category Page: Gift Card Premiumhttp://www.seva.org/site/PageServer?pagename=gos2008_sight_restoration

Screen Shot 4: Seva Foundation Product Page: Sight Restorationhttp://www.seva.org/site/PageServer?pagename=gos2008_sight_restoration

Screen Shot 5: Seva Foundation Product Category Page: Clean Waterhttp://www.seva.org/site/PageServer?pagename=gos2008_clean_water

Screen Shot 6: Sierra Club Product Category Page: Arctichttp://action.sierraclub.org/site/PageServer?pagename=NAT_DEV_SWP_ArcticProductPage

Screen Shot 7: Seva Foundation Product Category Page: Range of Price Pointshttp://www.seva.org/site/PageServer?pagename=gos2008_sight_restoration

Screen Shot 8: IFAW Gift Center: A Simple Product Catalog with a Few Product Categorieshttp://www.animalgift.org/site/c.ftIRI3PIKqG/b.3534847/k.85D/Unique_Animal_Gifts.htm

Screen Shot 9: Defenders of Wildlife Gift Center: A Complex Product Catalog with Many Product Categorieshttps://secure.defenders.org/site/Ecommerce?store_id=6621&VIEW_HOMEPAGE=true

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About Common KnowledgeCommon Knowledge, a consulting agency founded in 2002 and based in San Francisco provides compre-hensive consulting services for online fundraising, advocacy, marketing and communications to nonprofit organizations that need to leverage the Internet more effectively to further their mission.

Broadly, Common Knowledge offers assistance to our clients in five service areas: • Online Strategy (including interactive media), • Web Site Design and Development, • Online Community Development (including social networking websites), • Online Campaigns (including email), and • Related Support Services.

Our team of 11 employees includes service area experts with 70 years of combined experience—account managers, consultants, marketers, public and media relations, designers, developers and analysts, and general and administrative functions—finance, HR, and general management. Our growing team is based in downtown San Francisco and has offices in Atlanta, Chicago and Los Angeles.

Our agency brings extensive nonprofit experience. In addition, core executives at CK offer over 40 years of com-mercial sector experience in marketing/ communications, eCRM, technology, management consulting, gourmet food, software, and automotive industries. This integrated nonprofit and commercial experience ensures CK clients benefit from the most innovative ideas and best practices in and out of the philanthropic sector.

Our current base of 30+ nonprofit clients includes Arthritis Foundation, Sierra Club, International Fund for Animal Welfare, Partnership for a Drug Free America, Northern Arizona University Alumni Association, Seva Foundation, Community Gatepath, Wounded Warrior Project, Equality California and others.

Jenny L. Feinberg Senior Consultant. Fundraising Jenny provides marketing and fundraising analysis and web campaign strategy for nonprofit clients at Common Knowledge. She enjoys using her experi-ence to help clients explore successful growth and retention in emerging online environments. Jenny is proud of her work on the 2007 IFAW Seal Cam-paign which resulted in 30% growth in revenue. She has assisted the Sierra Club in the strategic inte-gration of advocacy and fundraising efforts and is in the process of helping the Partnership for Drug Free America launch it first online fundraising program.

Jeff Patrick President & FounderOver the past decade, Jeff has assisted more than 100 nonprofits with their Internet initiatives. Working with large national and regional organi-zations, Jeff pioneered the tools and software for online fundraising, email communication, advocacy, and outreach. Tapping over 22 years of broader national and international professional experience in the commercial software and consulting sectors, Jeff approaches each client and project with both busi-ness and analytical skills. In addition to general company management responsibilities, Jeff focuses on assisting clients with strategic planning, web development and online campaigns.