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Marketing Sessions
| Web 2.0 - A Buzzword Demystified |
| Session Level: Beginner |
| Speaker: Andrew Mosawi, Vice President of International Development, Blackbaud, Inc. |
| Session Description: |
Web 2.0" seems to be joining a collection of overly used business terms like "synergy," "process re-engineering," and "paradigm shift." People are talking about it; we feel we need to be doing it but don’t quite know what it is….
In this session, join Andrew Mosawi as he provides some clarification on 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.
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| The Power of TrueCRM™: Unleashing Integrated Online and Offline Strategies to Get Results |
| Session Level: Intermediate |
| Speaker: Steve MacLaughlin, Director of Product Management, Blackbaud Interactive, Blackbaud, Inc. |
| Session Description: |
Few would argue that having an Internet strategy is very important. Many organizations don’t realize that online communication can be a great tool for managing campaigns, and they often struggle with developing and maintaining effective Internet marketing. In this session, you’ll learn how to build an effective Internet strategy, and we’ll highlight all of the things your Web site could accomplish for your organization. We’ll share best practices and give you practical steps you can immediately put to use to improve your organization’s online communication. We’ll also examine a few case studies to learn how other organizations use these best practices successfully.
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| You’ve Got Mail! Now What? — Improving Your Email Communication |
| Session Level: Intermediate |
| Speaker: Steve MacLaughlin, Director of Product Management, Blackbaud Interactive, Blackbaud, Inc. |
| Session Description: |
Do you have an email program in place, but are you wondering what to do next? Sure — sending out emails was a great step forward, but now it’s time to improve that communication with your constituents. This session will look at a number of ways you can use the data you already have to improve your conversion rates and better the constituents' experience. Time will be spent looking at real world examples to examine how segmentation, dynamic content, creative design, text versions, landing pages, and even time of day all influence the performance of your email. Attendees will leave with a clear plan on how they can take an email marketing program to the next level.
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| Building an Online Village |
| Session Level: Intermediate |
| Speaker: Sandy Luther, Solutions Engineer, Team Canada, Blackbaud, Inc. and Ann Edmonds, VP of Knowledge Management, YMCA - Greater Toronto |
| Session Description: |
Are you looking to build a Web site that not only serves a business purpose for your organization, but is also a tool and community for your supporters? Online communities are nothing new, but they can serve as a valuable place to introduce your brand and nurture constituents. In this session, we'll review how nonprofits are using social networking tools to turn "friends" into advocates, volunteers, and donors. Also hear from one of your peers at the YMCA of Greater Toronto about their experience with online communities. Whether you are a novice on the web or an active user, attendees can expect to gain a solid foundation in the terms, concepts, and plans that are vital to building your online village.
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| What’s New at Blackbaud? The Blackbaud Direct Marketing Solution |
| Session Level: Intermediate |
| Speaker: Richard Geiger, Practice Manager – Professional Services, Blackbaud, Inc. |
| Session Description: |
Blackbaud Direct Marketing is a software solution aimed at leveraging The Raiser’s Edge data for multi-channel (ie: 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 BBDM, and describe Blackbaud’s service offerings for those customers who use direct marketing as a fundraising channel.
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| Direct Marketing – A Primer |
| Session Level: Intermediate |
| Speaker: Richard Geiger, Practice Manager – Professional Services, Blackbaud, Inc. |
| Session Description: |
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.
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| Who's Telling Your Story? |
| Session Level: Intermediate |
| Speaker: Marc Pitman, Director of the Foundation, Inland Hospital |
| Session Description: |
We all have a great story to share. But, more often than not, we don't tell it very well. Nationally acclaimed speaker and development coach Marc Pitman will help fix that. Discover how to communicate your story to any audience—donors, prospective donors, volunteers, communities, board members. Learn the important parts of a story, how throwing rocks can help make your story better, and how a trip through the supermarket can heighten interest. Marc will also share a practical three-step process to define your organization's story, one that can be used by everyone in your shop or by key individuals - professionals and volunteers alike.
You'll learn:
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- The basic components of all compelling stories
- How a trip to the supermarket can help you make your story engaging
- What an "elevator pitch" is and why it can quickly become stale
- An easy way to keep all your communications fresh and "on story"
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| Deep Dive Into Blackbaud NetCommunity |
| Session Level: Intermediate |
| Speaker: Steve MacLaughlin, Director of Product Management, Blackbaud Interactive, Blackbaud, Inc. |
| Session Description: |
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Considering an investment in Blackbaud NetCommunity or 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 BBNC can be used to help organizations build stronger relationships, increase financial support, and improve retention rates by creating personalized online experiences for their constituents.
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