Effective Online Strategies for Health Related Organizations

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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© 2005 Convio, Inc.
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Effective Online Strategies for Health
Related Organizations
Vinay Bhagat, Founder, Chairman & Chief Strategy Officer, Convio, Inc
Walter Winfield, Director of Information Systems, Autism Society of America
March 16
th
, 2006
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© 2005 Convio, Inc.
Agenda

Context

10 steps to maximize success online

Case study: Autism Society of America
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© 2005 Convio, Inc.
Health Organizations & The Web

The Web is very strategic to health organizations

To enable your mission

Content and communications for multiple audiences

Build reach, awareness, and influence

Legislative advocacy

Community for mutual support

Volunteer recruitment and participation etc.

Fundraising

Reduce cost of new donor acquisition

Donor, member and event participant retention

Tributes and memorials

New cost efficient fundraising opportunities
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© 2005 Convio, Inc.
Online Fundraising Today
Percent of
Funds
Contributed
Online

Disaster response is a leading indicator as to the
overall trend in online fundraising
Source: Convio analysis using data from Chronicle of Philanthropy and the Red Cross
Online disaster fundraising at the American Red Cross
7%
22%
45%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
911
Tsunami
Katrina
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© 2005 Convio, Inc.
Non-Disaster Online Fundraising

National direct response fundraising groups

3-15% of funds online

Regional direct response fundraising groups

SPCA of Texas - $300k online, 15% of total

Chicago Public Radio – 35% of funds online

Autism Society of America – 25% of memberships online

Special events fundraising organizations

20-70% online
*Initiative on Social Enterprise, Harvard Business School
Expert forecast* - 30% of all funds will be raised online by 2010
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© 2005 Convio, Inc.
10 Steps For Success
1.
Adopt a relationship driven approach
2.
Organize around your constituents
3.
Develop an online marketing plan with resource assignments
4.
Build a large email file
5.
Build effective relationships online
6.
Making direct response appeals and giving options compelling
7.
Integrate with direct mail and other channels
8.
Aggressively move special event fundraising online
9.
Introduce new online peer to peer fundraising programs
10.
Select the right partner
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© 2005 Convio, Inc.
1. Relationship Driven Approach (eCRM)
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© 2005 Convio, Inc.
Consistent Brand
Congruent
Messaging
2. Constituent Centricity
Organization Wide
Relationships
National Nonprofit Organization
National Office
Local Chapters
Membership
Marketing
Philanthropy
Service
Program
Services
Product
Sales
Advocacy
Volunteer
Coordination
Events
Program
Services

An eCRM approach can also help nonprofits align communications
around the constituent versus their internal structure
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© 2005 Convio, Inc.
3. Planning & Resources

Key planning parameters

Key metrics and associated goals

Priority tactics (fundraising appeals, viral efforts etc.)

Marketing calendar

Resource questions

What resources should be dedicated?

Type of resources?

How many?

What should be done in-house vs. outsourced?

How can workload be distributed?

What happens centrally via the Webmaster/ Web team vs. in functions
(e.g. fundraising, advocacy)

What role should executives play?

Steering committees, oversight

Driving collaboration across functions
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© 2005 Convio, Inc.

Optimize “conversion” of Web site visitors to subscribers

Goal a 2-4% conversion rate

Maximize traffic to your site

Search engine optimization

Select use of search engine marketing (key word search)

Reciprocal site links

Promotion of your site via mail, newsletters

Drive appeal respondents online

Test other 3rd party media/list options selectively


Viral marketing”

Capture email addresses through all offline venues

Events

Mail reply devices

Make collecting email addresses part of your culture!
4.
Build a Large Email File
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© 2005 Convio, Inc.

Viral Marketing”
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© 2005 Convio, Inc.
5.
Build Relationships Online

Find out what people most care about

Develop compelling, fresh content

Sustain regular contact

Segment/ personalize communications

Engage people to interact online

Measure and motivate engagement
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© 2005 Convio, Inc.
Constituent Preferences & Interests
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© 2005 Convio, Inc.
Compelling, Dynamic Web Content
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© 2005 Convio, Inc.
Constituent Engagement
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© 2005 Convio, Inc.
Community Content: Constituent Stories
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© 2005 Convio, Inc.
Community Content: Photo Albums
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© 2005 Convio, Inc.
Community Content: Chapter Websites
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© 2005 Convio, Inc.
Email Communication & Personalization
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© 2005 Convio, Inc.
Advocacy
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© 2005 Convio, Inc.
Measuring Engagement
550*
(.42%)
$45
$180
4
15,590
10,428
(8.57%)
30,773
(25.3%)
131,421
2/28/05
Mar 05
14,853
12,663
13,846
17,132
30,989
Forwarded opens
505
(.41%)
$19
$115
6
11,053
(9.06%)
29,280
(24.01%)
121,931
1/27/05
Feb 05
627
(.52%)
$64
$765
12
8,229
(6.82%)
27,250
(22.59%)
120,631
12/21/04
Jan 05
519
(.44%)
$67
$3,545
53
10,824
(9.26%)
29,495
(25.24%)
116,861
11/30/04
Dec 04
8
9
Donations
478
(.43%)
4,179
(1.85%)
Unsubscribe
rate
$58
$52
Average gift
$461
$470
Donation total
10/30/04
9/29/04
Date sent
11,165
(10.14%)
29,329
(26.64%)
116,914
Nov 04
15,343
(6.81%)
62,395
(27.7%)
200,217
Oct 04
Unique
clickthrough rate
Unique
open rate*
Delivered email
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© 2005 Convio, Inc.
Motivating Engagement
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© 2005 Convio, Inc.
6.
Effective Direct Response Fundraising

Present tangible giving opportunities

Micro-campaigns and micro-sites

Honor and memorial giving

Sustainer giving

Ecommerce and gift catalog style fundraising

Use email effectively for solicitation

Message testing (subject line, body)

Personalize the “ask”

Segment appeals using affinity information

Send a series of emails in a campaign sequence
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© 2005 Convio, Inc.
Micro Campaigns
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© 2005 Convio, Inc.
Ecommerce & Gift Catalogs
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© 2005 Convio, Inc.
Email Campaigns
$25
$50
$75
E RENEWAL 1
E RENEWAL 2
$25
$50
$75
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© 2005 Convio, Inc.
Using Affinity Data for Appeals

Personalized appeals using affinity information
can drive 1.5-2x higher response rates
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© 2005 Convio, Inc.
7.
Channel Integration

Leverage the mail and other media to send
people to the Web to donate

Online gifts are generally higher

Collect email addresses to continue engagement

Orchestrate integrated renewal campaigns

Use email in tandem with mail to maximize response rate at
the lowest cost

Use online marketing as a “feeder channel” for
direct mail and major gifts

Add online constituents to your direct mail solicitations

Screen high dollar contributors
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© 2005 Convio, Inc.
Integration With Direct Mail
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© 2005 Convio, Inc.
8.
Move Special Events Online

Online participants recruit more
gifts at higher average gift levels

System automatically sends
messages to encourage them

Grow re-participation rates and
contribution levels through year
round CRM approach

Launch next year events straight
after event ends and pre-load
constituent information

Encourage individual contributors to
become captains

Separate renewal communication
streams for captains
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© 2005 Convio, Inc.
8.
Tribute Based Peer to Peer Fundraising

A set of online tools that gives your constituents the ability to easily build their
own fundraising Web sites in memory or in honor of friends or loved ones

Tribute sites are part of your main site and may include descriptive text,
photos, a guestbook, an honor roll, and a fundraising goal thermometer
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© 2005 Convio, Inc.
About Convio

Leading provider of online
fundraising and Web
constituent relationship
management software for
nonprofits

Provide our software as a
service (ASP)

530 clients, 145 staff

Distinguish ourselves through
our focus on results, customer
service, and provision of
expertise

Database integration is a core
competency

Internet strategy, campaign
consulting capabilities
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© 2005 Convio, Inc.
Convio eCRM Solution

Comprehensive solution available in modules
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© 2005 Convio, Inc.
Case Study: Autism Society of America

Organization profile

$3 million operating budget (as of 2003) national disease &
disorder organization in MD with 15 staff

Where we were in 1996-2002

Static content

Updated by hand-coding HTML

Not Interactive

E-mail action alerts sent periodically to list of 6,000

Decision point 2002: What Did We Want?

Cost-efficient means of disseminating information

Better e-mail tools

Increased online revenue generation

Interactivity with backend database
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© 2005 Convio, Inc.
Our Decision

We selected Convio as our organization wide Internet
marketing/ CRM platform

Content management system to power Website

Fundraising Center for membership and annual giving

Advocacy Center for online advocacy

Event management for ticketed events, conferences

Why we selected Convio

Convio had all the tools we needed in one place

The tools are simple to use

Both start-up and ongoing costs were lower than other options
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© 2005 Convio, Inc.
Key Results

E-mail file increased 14 fold since 2002 (6,000 to 83,000)

E-mail newsletter is now sent biweekly

Online revenue increased 15 fold since 2002 - $762,000 raised
online in 2005

25% of our dues revenue is now collected online

We received $90,000 in one month when a wristband premium
was offered

Our online store generated $500,000 in 2005

Of our online donors:

62% are new constituents making a gift averaging $35.89

30% are existing constituents making a first gift averaging $34.89

8% are repeat donors making a gift averaging $41.73
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© 2005 Convio, Inc.
Moving Forward with Convio

Convio Clubs

Gives our chapters a Web presence with our branded look.

Rewards

Incentives to increase site traffic and to build our e-mail list.

Tributes

Used to bring in individuals who want to raise funds for us.

Virtual Administrator

Expanding a one-person Web staff without additional hiring.

Consulting Services

Linking and enhancing offline and online fundraising.
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© 2005 Convio, Inc.
Next Steps

Any Questions?