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Marketing Sessions 
| Deep Dive into Blackbaud NetCommunity |
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Steve MacLaughlin, Director of Internet Solutions, Blackbaud, Inc.
Are you considering investing in Blackbaud NetCommunity or are you new to an organization that is currently using it? Join us to take an in-depth look at the latest version of Blackbaud’s complete website marketing solution. You’ll see first-hand how Blackbaud NetCommunity can be used to help organizations build stronger relationships, increase financial support, and improve retention rates by creating personalized online experiences for their constituents. |
| Direct Marketing — A Primer for Managing a Direct Marketing Program |
Richard Geiger, Practice Manager — Professional Services, Blackbaud, Inc.
A traditional fundraising pyramid brings new constituents in through several different types of acquisition strategies. As constituents move through the pyramid, organizations communicate, solicit, and steward them in different ways based upon where they are in the life cycle. A typical fundraising strategy for those constituents that are entering the pyramid to begin the climb is a direct mail program. Today, organizations are challenged to better handle mass marketing programs through more precise selections and segmentations, higher levels of personalization, and recognition of communication patterns and preferences. The purpose of this session is to provide an overview of direct marketing and how it differs from annual fund or major gift fundraising. We will review what are becoming the new industry standards for direct marketing, including the transformation from mail to multi-channel, identification of new metrics to measure mass marketing, and required data points and system strategies for managing a program. |
| What’s New at Blackbaud? The Blackbaud Direct Marketing Solution |
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Richard Geiger, Practice Manager — Professional Services, Blackbaud, Inc.
Blackbaud Direct Marketing is a software solution aimed at leveraging Raiser’s Edge data for multi-channel (i.e., mail, email, phone, etc.) direct marketing techniques. The purpose of this session is to provide a product feature overview, describe how Raiser’s Edge customers are using Blackbaud Direct Marketing, and describe Blackbaud’s service offerings for those customers who use direct marketing as a fundraising channel. |
| Cool Tools — Using the Latest Internet Tools to Engage New Supporters |
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Andrew Mosawi, Vice President of International Development, Blackbaud, Inc.
“Web 2.0" has quickly become one of those overly used terms that people talk about, want to do, but don’t quite know how. In this session, join Andrew Mosawi as he provides clarification on what is meant by Web 2.0 and how nonprofits can take advantage of this emerging trend and the tools that support it. Whether you use Flickr®, RSS, wikis, blogs, or YouTube®, explore the opportunities and challenges that the principles of this next generation of Internet tools will bring to nonprofits. |
| The Right Message, the Right People, the Right Time: Making the Most of Email Marketing |
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Allison Van Diest, Product Marketing Manager, Blackbaud, Inc.
Join Blackbaud Interactive Marketing Manager Allison Van Diest to discuss winning strategies and tools for planning, developing, launching, and managing a successful email marketing program, including tips and tricks that you can put to use right away. |
| What Social Networks Should Be Doing for You |
Steve MacLaughlin, Director of Internet Solutions, Blackbaud, Inc.
Social networks are one of the hottest topics around these days, but are they a passing fad, a potential for lots of work with little payoff, or the most important thing for your organization to focus on in the next year? Steve MacLaughlin will discuss how the answer depends on your organization, your vision, and your expectations, and will provide a solid plan for how you can make the most of the social networking phenomenon. |
| Online Options To Grow Your Base of Supporters and Donors |
Clinton O'Brien, Vice President of Nonprofit Services, Care2
We will rigorously compare web- and email-based options for nonprofits seeking to grow their housefile of supporters and donors. Starting with a "map" that depicts trade-offs, we will consider quality of names, cost, and acquisition speed. We will cover low-cost "organic" options that every nonprofit should do to collect opt-ins, email list rentals from various sources, Google® keyword buys, CPM and CPC banner ad buys on major sites or networks, email appends, and CPA name recruitment buys. We also will discuss marketing via Facebook® and MySpace®, a still unproven way to acquire donors or real supporters. We will discuss the actual net present value of an email address, considering industry benchmarks for average donations and lifetime responsiveness on your housefile. If desired, we could ask a representative of a nonprofit to join this session and provide data unique to that nonprofit's experience. |
| Is Email Dying? Shaping Your Constituent’s Online Experience |
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M. Sue Woodward, CFRE, Consultant, Woodward Associates
Are lead generation and ongoing cultivation via email dying, or do people simply want to "shape their individual online experience"? This session will share nonprofit case studies that focus on how to attract new constituents and build an ongoing relationship through social networking, media ad buys — going beyond Google grants, viral marketing, games, and other leading technologies. We will share recent survey polling results as well as actual online statistics that show "push marketing" is leaving online users cold and how nonprofits can warm them up by applying interactive strategies!
Participants will learn how to:
1) Apply specific interactive strategies and techniques to build their online house file
2) Use the interactive market medium to cultivate their existing and potential donors
3) Make wise choices when investing in online strategies for increased and sustained file growth |
| The World Wide Web Show — Turn Your Staff into Stars with the Real-Time Social Web |
Chad Norman, Internet Marketing Manager, Blackbaud, Inc.
Social networking has changed the way organizations communicate online and placed many employees and supporters on the forefront of the social web. This increasingly real-time and personal way to connect with an audience means your staff can become your stars and — given the right tools — get your constituents to tune in like never before. Learn how micro-blogging (Twitter®, FriendFeed™, Facebook®) and social media (Digg®, Yahoo!® Buzz, StumbleUpon) services can drive traffic to your site and engage your audience in real time. See how interactive video streaming tools like Qik, Stickam, and Kyte are changing communication, events, and activism. Learn how the emergence of smart phones means that mobile and location-aware (GPS) giving may be the next big rush. Bring your open mind, questions, and creativity as we discuss these emerging technologies and how your organization can use them to entice your donors. |
| The True Story of True CRM |
Courtney Sakre, Blackbaud, Inc.
Nora Isaac, ALS Philadelphia
Full integration of online and offline data means that every interaction you have with your supporters reflects their entire history with your organization. It also means fewer headaches and wasted opportunities. In this session, Nora Issac will tell her organization’s story about life before and after adopting a True CRM system, and Courtney Sakre will discuss how your organization can decide if you are ready for an integrated approach. |
| 25 Take-Aways to Kick-Start Multi-Channel Fundraising in Your Nonprofit |
Beth Isikoff, Director, National Account Development, Blackbaud, Inc
Mike Johnston, President, Hewitt and Johnston Consultants
Are you still trying to coordinate your online and offline messages? Do you feel like the fundraising world is moving so fast that you can’t keep up? Are your nonprofit’s resources so limited that even if you came up with the best idea, you aren’t sure you could pay for it? This exciting session will explore the many innovative ways to attract and retain supporters, exposing you to multi-channel fundraising like you’ve never seen before. What are the different media channels available for fundraising? How hard is it? In the ever changing demographics of our world, today’s fundraisers need to be on the top of their games and embrace new techniques to find supporters and keep the ones you have! We guarantee that you will have fun as you witness the endless ways others have jumped into the age of Google® and started to combine direct mail, social network sites, personal pages, digital photos, blogs, video, widgets, audio podcasts, and mobile phones to raise money and build relationships with their supporters. This fast-paced session (with tons of real examples) will help you better understand the multi-channel environment along with 25 ways to make it work for you! |
| The Fountain of Youth: Communicating with the Next Generation |
Sam Davidson, Co-Founder and President, CoolPeopleCare
Don't even act like you don't want to tell young people about what you're doing. Whether you're feeding the hungry, housing the homeless, or curing the sick, you want young people involved. They bring a certain energy and charisma to a volunteer opportunity or event. They tell their friends about what they did with you. And, if they like helping you out, you might have them involved for a very long time. But how can you get your message out to them? And how can you make them listen and respond? This interactive session will offer tips and ideas for how nonprofits can better engage younger generations online in an effort to increase awareness about their cause. |
| Branding Power! Advance Your Mission and Raise More Money |
Dudley Gill, President, Strategic Impact Marketing
This workshop will provide nonprofit professionals with practical tools for ensuring that donors and stakeholders understand and support your organization. During this session, you’ll learn how to strengthen your fundraising appeals, donor stewardship programs, and public relations efforts through proven brand management strategies. Key discussion topics and learning objectives include:
- The critical elements of your nonprofit’s brand
- Aligning your brand with your case for support
- Strengthening your fund development plan by effectively marketing it
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| The State of the Industry: The “Customer” Rules |
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Michele Fitzpatrick, Senior Vice President, Harte-Hanks
Customer optimization is the marriage of deep insight and business decision-making that drives shared value between companies/associations/brands and their customers — where both revenue and customer experiences are maximized in balance. In this session, we will define customer optimization and why it matters to nonprofit marketers. We’ll also reference several case studies of companies that have started down the path toward optimization. And we will share some tools that attendees can use to begin the process of customer optimization — among them, a "strategic road-mapping" process, an "enablement gap analysis," and a "touch point map."
In this session, attendees will learn techniques industry leaders use to optimize the value realized with each and every customer across every point of interaction. This session is ideal for nonprofit marketers who have a working knowledge of data-driven or data-based marketing and who are seeking to keep current and learn the latest techniques of migrating up the sophistication curve of database marketing. This session will address topics such as multichannel marketing, member/donor loyalty, and relationship marketing. |
| Make Waves: Socially Engaging Your Constituents with Blackbaud NetCommunity |
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Tim Wolf, Senior Software Engineer, Blackbaud, Inc.
Your constituency interacts with your organization through many channels. Now more than ever, having an open channel on your website is a requirement to building a successful web following. Blackbaud NetCommunity offers new tools that give your constituents a dynamic, centralized place to interact with members of your organization. Let’s take a look at these new social features and explore the possibilities for your organization. |
| The New World of Email Communications: The Basics for Beginning an Email and Web Centric Program for Relationship Building |
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Jay Love, President, CEO and Co-Founder, eTapestry
This session explores much of the current research and trends regarding online nonprofit relationship building tools. We will focus on email, online newsletters, and others. The promise of the Internet revolutionizing the development office and the art of fundraising is now upon us. Come listen to one of the pioneers of this enabling technology cut through the hype and explain what does and does not work. Actual examples of breakthrough usage and results within this exciting new arena will be illustrated.
Participants will how to:
- Be familiar with numerous relationship building tools
- Be familiar with current research on these tools in this sector
- Learn how exciting and fruitful the use of web based functions and email can be to fundraising outcomes
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| The Power of Friendship — Best Practices for Raising Funds through Online Events |
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Mark Davis, Vice President of Technical Sales and Support, Blackbaud, Kintera Division
Has your organization considered making more of your events by allowing your supporters to ask friends and family to sponsor their efforts? Join us to learn how large and small organizations have used these tools effectively to raise money and grow their donor database. We will review several case studies of “thon”-based online events and determine what has made them so successful. Whether you are just starting out with “friends asking friends” fundraising or looking to improve your current program, this session is for you. |
| Public Relations Boot Camp for Nonprofits: Focus on Media Kits |
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Janet Rice McCoy, Associate Professor, Morehead State University
Jeanette Drake, Associate Professor of Public Relations, Kent State University
A systematic public relations plan is necessary for nonprofits to build community relations, maintain a positive image, educate the public, and raise funds. News releases and media kits are a core component in effective public relations plans. Participants will learn how to: 1) write news releases that editors will want to publish, 2) write ancillary pieces such as fact sheets and backgrounders to supplement news releases, 3) format items in media kits both digitally and in hardcopy to create a professional image, and 4) build relationships with media professionals to create a climate for positive relations with the press. |
| A Deep Dive into Sphere eMarketing |
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Mark Davis, Vice President of Technical Sales and Support, Blackbaud, Kintera Division
Sphere eMarketing is now available to customers using The Raiser’s Edge! Blackbaud’s Kintera division has worked with thousands of nonprofits to design and launch new websites and develop or enhance winning email marketing campaigns. This session will show how Sphere eMarketing — now integrated with The Raiser’s Edge — makes it simple to launch a new website for your organization that encourages more online giving and participation from your supporters. |
More sessions coming soon! |
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