etour indy and denver major donors evolve from everywhere

Jay Love, ePMT

Co-Founder and CEO

Major Donors Evolve from Everywhere:

Internet Tools for Relationship Building

“We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet, and charitable giving is a logical progression.”

Paul Saffo Director of the Institute for the Future.

Photo credit: Sorin Brinzei

The Rules Still Apply

(It’s all about relationships…not technology)

2006 Contributions: $295 Billion

Source: Giving USA Foundation – AAFRC Trust for Philanthropy

83% of All Monies Given by Individuals!83% of All Monies Given by Individuals!

Know the Difference

How To Succeed OnlineHow To Succeed Online

Gen Y

(18-27)

Gen X

(28-41)

Young Boomers

(42-51)

Older Boomers (52-62)

Seniors

(63+)

Reading Newspapers (not online)

1.2 1.7 2.8 3.6 5.1

Reading Magazines (not online)

1.7 2.0 2.1 2.4 3.1

Playing Video Games 4.3 2.0 1.1 1.1 1.1

Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8

Listening to Radio (not online)

7.0 6.9 7.4 6.2 5.3

Watching TV 10.4 11.3 12.5 13.7 14.3

Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7

Average Hours Spent Per Week:Source: Forrester Research 2007

Demographics of Internet Users

Annual Household IncomeIncome Level Percentage

$75,000+ 91%

$74,999 – $50,000 86%

$49,999 – $30,000 80%

Less than $30,000 53%

Source: Pew Internet & American Life Project, 2006

Why Now?

Most Popular Online Activities

Number of Participants

Source: Pew Internet & American Life Project, 2005

182M

169M

157M

155M

145M

135M

22M

*Estimates provided by ePhilanthropy Foundation

Estimate 2001 = $550 millionEstimate 2002 = $1.1 BillionEstimate 2003 = $1.9 BillionEstimate 2004 = $2.62 BillionEstimate 2005 = $4.53 BillionEstimate 2006 = $8.15 BillionEstimate 2007 = 15.77 Billion

*The United States represents slightly more than ½ the Global Online Philanthropic Market

Online Giving Estimates*Online Giving Estimates*

Key Takeaways

The Internet is not just for kids anymore

The Internet is used by the educated and engaged

The Internet is not just for downloading music and fantasy football

The Internet is used by your constituents…or

someone else's

Be Like Martha or Oprah

Both are Masters of Multi-Channel Marketing!

Use All Your Tools Together

E-Mail

PrintOther Tools

An Integrated Strategy

In Person Meetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site

“There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”

Carrie Johnson, Senior Analyst Forrester Internet Research

Power Of Your Web Site

More than 50% said that they would NOT have taken further action if they had not first visited charity Web site

Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation

A “before” and “after” example

Integration on Web Sites

• Does it accept donations by credit card? 94% • Does it have a blog? 53% • If you have a blog, can readers comment on it? 54% • If you have a blog, does it link to other blogs 52% • Do you post any videos on your website? 75% • Do you have podcasts on your website? 32% • Do you host message boards? 22%• Do you provide an RSS feed to your website? 29%

– Overbrook Foundation Survey of Human Rights NPO’s in 2007

Privacy

• DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website

http://www.the-dma.org/privacy/creating.shtml

Needle in a Needle Stack

Breakthrough the Clutter

Keeping it simple

Prospect Website

Gather InformationUse Email

Database

INTEGRATION is the KEY!

Next Steps

Example PlanSept Oct Nov. Dec

E-Newsletter 9/15 10/15 11/15 12/15

Pre Telemarketing e-mail

9/20

TM campaign starts 10/1

Year end direct mail 11/20

Year End E-Mail hits 1 and 2

12/20 / 12/28

Integrate Online and Offline Appeals

Mention Benefits & Ease Of Online Contributions

Personalized Fundraising PagesPeer Fundraising Online

Results: Personalized Event Fundraising

• Average volunteer sends over 30 emails

• One in four emails sent by a volunteer results in a donation

• Average online event gift is $59 which is a 50% increase over the average off-line gift

• Many volunteers reach their stated FR Goal!

Personalized Event Fundraising

Build a Community

Build a Community

What it is and What it Can What it is and What it Can Mean to Your OrganizationMean to Your Organization

Web 2.0

Web 1.0 vs. Web 2.0

Web 1.0 refers to first generation Web-based content that was typically one-way static communication.

Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.

Web 1.0 vs. Web 2.0

Source: The Wall St. Journal , 2006

Online Video Use has Exploded

Fun Video

Video is Easy

"A lot of our successes don't have anything to do with anything our executives

thought were a good idea."

– Sergey Brin, Google

Social Networking Boom

Social Networking and Video

Widgets on Social Sites

7 Tips for Successful Social Network Campaigns

1. Meet people where they are

2. Leverage network partners

3. Be everywhere you can, but prioritize

4. Keep on top of you costs

5. Be prepared for the BIG moment

6. Let the community take over your message

7. Keep calls to action SIMPLE

Christine.net 2007 by Christine Herron

Go to Them (e.g. RSS)

RSS in Action

Podcasts

Easy to Learn How

Message Boards

Wikipedia Exposure

"Do one thing every daythat scares you."

– Eleanor Roosevelt

Oprah or Martha Would be Proud!

Oprah or Martha Would be Proud!

"A year from now you maywish you had started today."

– Karen Lamb

Epilogue

10 Technology Resolutions for 2008

Sarah Robbins

Director of Emerging Technologies

Mediasauce

1. Set up a Gmail Account

2. Post Pics to Flickr

3. Try a Microblog

4. Create a Google Alert

5. Set Up an RSS

6. Share a YouTube Video

7. Really Use Your Cell Phone(Send a text or a video)

8. Join a Social Network

9. Share PowerPoint Slides(Save a tree or two!)

10. Play a Video Game

Thank you!

Jay B. Love, ePMT

Co-Founder and CEO

jay.love@etapestry.com