A for fundraisers
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A for fundraisers
What we do• Fundraising – marketing, comms, service delivery and operations• Independent tech advice – CRM, digital, web, integrations• Digital – strategy, skills, tech, training• CRM – Salesforce CRM Service Cloud, SalesCloud, Marketing Cloud• Database –Raiser’s Edge• Data & Analytics – reporting, data, supporter journeys
Charities of all sizes & focus, including: International
Agenda
• Fundraising technology – the basics• Case study – Slovenian Bible Society• Workshop – what do you think you need?• Digital technology for fundraising – key trends• Towards an action plan –top tips
What is a digital first organisation?
• Definition • Digital first/by default/transformation• Examples - video?• Hallmarks
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*
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• The reach of mobile and interactivity of social mean that digital is not just another channel for marketing.
• Digital requires a new approach to communications and customer behaviour
• Digital success is about culture change more than technology
Dr Aleksej Heinze
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Source: Give as you Live Digital Donor Review
Erik Qualman
• Digital is founded on the premise of building relationships
• But supporters now own the conversation, and it can be very public. The balance of power has changed.
• Digital is about engaging with supporters where they are, on their terms and in in response to their interests.
• In other, words, it’s just like old fashioned fundraising!
key for fundraisers
SNA
Terminal
Mainframe LAN / WAN
Client
Server
LAN / WAN
Client
Server
Thousands customer interactions
connected thingsBillions Trillions
LTE
Mobile
Cloud
Millions
is your
good enough?
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Contact managementFundraising – individualsVolunteer management
Fundraising – major donorsFundraising –
government/statutory
WebsiteOnline donations
Online eventsSMS messagingEmail marketing
Social media
Multi-lingualMulti-currency
Ease of useCloud based
Browser basedCost effective
Low MaintenanceEase of integration
Who are our supporters?
Who are my best donors?
What emails have we sent them?
How well do our emails perform?
Which volunteers are available?
Manage online communities
What are your key statistics?
Case Study
United Bible Societies
The United Bible Societies (UBS) is a worldwide association of Bible societies. In 1946 delegates from 13 countries formed the UBS, as an effort to coordinate the activities of the Bible societies.
The UBS has 146 member societies, working in more than 200 countries and territories.” Source: Wikipedia
“Together, they are the biggest translator, publisher and distributor of the Bible in the world. They are also active in areas such as literacy training, HIV and AIDS prevention and disaster relief” Source: UBS website
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Technology Needs
1. UBS Global Mission Team – wanted to build fundraising capabilities and capacity at national bible societies
2. UBS Global Mission Team – wanted to have a technology tool to recommend to national bible societies
3. Different working styles, different tech skills, different data security laws
4. Pilot project – needed one bible society – Slovenia - to use the technology first – then encourage others to use it.
Methodology
Scale
• # of staff• # of contacts• Fundraising
complexity• Tech skills
Requirements
• Contact management
• Donations• Email
marketing• Events • Volunteers
Technology
• Database• Email tools• Online
payments• Ecommerce
Easier to identify needs for 3 categories than 146 separate organisations
Individual organisations can still add their own elements – e.g. language, reports
Helps identify an organisation to act as a pilot project for each category – advanced, medium and basic – e.g. Slovenia
Helps individual organisations understand who their peers are – e.g. Slovenia, Hungary & Croatia
Why we adopted this approach
Localised functional requirements
Three categories
Type A: Evolving
• 50 + staff• 50,000 + contacts• Large fundraising
team• Existing database
systems
• Excluded from this project?
Type B: Engaging
• 10 to 50 staff • 5,000 to 50,000
contacts• 5 staff in fundraising• Microsoft
Excel/Access database
Type C: Emerging
• Less than 10 staff• Less than 5000
contacts• Very small
fundraising team• No database
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Technology
Key features considered• Multi language and multi-currency• Events• Social media• Payment processes• Online pages and member portal
• Scale-able for all categories
Benefits for the
• Data integration - all contacts in one place! • True picture of support and engagement• Reduction in duplication of effort• Improvement in communications to supporters
• Data quality – improved ability to record details on donations, information on volunteers, communication history
• Access & Usability – available anywhere on any device, improved reporting and access to information, easy to use!
• Just the beginning – build and develop for other areas – Events, eCommerce, and integration of Social Media and Finance system.
what do you think you need ?
key trends
Trend 1: non-profit technology -cheaper/quicker/easier
Trend 2: donor journeys in the real world
Trend 3: bringing your stakeholders together
Trend 1
How modern non-profit technology tools are cheaper and easier to integrate than ever before
Disintegration
Subscriptions
Content Management System
Data import layer
API
Political & media
Online Advocacy
Campaign emails
Petitions
MPs
Off-line capture
Data house
Bulk Email
Payments
Retail
Help desk
Opera-tions
HR
Survey
Volun-teers
Fin-ance
Text donation
Social media
monitor and
broadcast
Website
Donor databaseEvents | Organisations |
Volunteers | Donors
IoF National Convention 2013 40
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Disintegration issues• Manual intervention – rekeying of data between different systems,
exports/imports etc.
• Duplicated data for bookings, payments, ecommerce, internal communication etc.
• Clunky and ineffective user experiences
• Difficult to monitor and report on impact and outcomes
• Data split across all operations – difficult to leverage customer data for communications and marketing
• Frustrated, unhappy users
Website
Political & media
Online Advocacy
Campaign emails
Petitions
MPs
Bulk Email
Bulk email
Segmentation
Newsletter Design
Fin-ance
Online MarketingOnline Portals | Donor
Journeys | Events & P2P | E-commerce
Data WarehouseContacts | Organisations | Relationships
API Data Tools
Help desk
Volun-teers HRRetail
Operations
Social monitor
and Broadcast
Data Analytics
& ReportingDonor databaseEvents | Organisations |
Volunteers | Donors
Content Management System
Forms | News | Forums
CRM Platform
API
Data Import Layer
Off-line capture
Text donationData house
Trend 2:
How new marketing automation tools help you nurture your donors effortlessly
From transactional to relational
Personal RecommendationsPersonal ExpertisePersonal Service
Anonymous ConsumerTransactions
Identifiable CustomerJourneys
What could this look like for a Red Cross supporter?
Donates to emergency appeal Send
Thank You email
Opens email
Makes a booking
Clicks on links to articles
2nd
email -update
Closes email
Sees articles based on previous clicks
Sees a request to give blood
Attends session
Automated
Customer Behaviour
3rd
Email How was the event?
Invite to join online community
Clicks link and joins online community
Visits website and makes a recurring gift
4th EmailLocal engagement
Shares news of projects in local area
Links to content with donate links
What could this look like for a Red Cross supporter?
Engaged | Inspired | Active and happy to be a part of a community
From email address to Engaged | Inspired | Active with a few clicks
Visits website and makes a recurring gift
in actionat
Donors Choose
Marketing Automation in action at Donors Choose
Trend 3:
How modern tools bring together data silos, bring your donors closer to your projects, and help you develop trust and transparency with your donors
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People and teams working in Isolation
ProgrammesProgramme monitoring
& evaluation
Grant recipients
Case management
Call centres
Advocacy
MarketingMulti-channel
Marketing automation
Forums
Social media
FundraisingDonor management
Events
Volunteers
Government/Trust
funding
together at the
American Red Cross
1. Find out the basics
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How many of your supporters open your emails?
How many volunteers do you have?
Where can you find
information about your
supporters?
How do your volunteers prefer to register for
opportunities?
2. Engage and involve
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Find a great video on
digital and show it to
your boss
Map your digital tools – how do they fit with your database?
3. Remember …
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Share ideas and learning with other
colleagues & Societies
Join a new social network and explore
the potential
Identify your own skills –
what can you do to
develop?
Regularly read around charity blogs– new trends
take off quickly
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Next Generation Fundraising
Whitepaper on Digital Fundraising
http://purple-vision.com/whitepaper/next-generation-fundraising-salesforce-crm/
Page 66
Get Digital!Whitepaper on digital integration – the why, how and when. Also looks at popular tools and integrations
http://purple-vision.com/whitepaper/get-digital-crm-x-digital-integration/
questions?comments?
ideas?T: +44 (0)845 458 0250E: [email protected]: www.purple-vision.comTw: @purple_vision
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