Comments on: 111 Million Reasons http://www.nonprofituniversityblog.org/2009/12/111-million-reasons/ A blog for the business of nonprofits Mon, 19 Jul 2010 18:21:23 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Tad Druart, Convio http://www.nonprofituniversityblog.org/2009/12/111-million-reasons/comment-page-1/#comment-2775 Tad Druart, Convio Fri, 04 Dec 2009 20:41:14 +0000 http://www.nonprofituniversityblog.org/?p=270#comment-2775 Thank you for the mention of our (Convio) research around consumer's holiday giving plans. Your point on "high-touch" tasks is important and interesting. What was very interesting in the details of the data is that these people who prefer to give online are engaged through multiple channels with the nonprofits: 61 percent report mailing a check (most, after checking the website), 38 percent gave at an event, 17 percent used the Internet to sponsor a friend or family member in a run, walk or ride, while 16 percent responded to a phone call in addition to their personal online giving. As the data suggests, online is not the only way they want to engage. Online is very efficient and effective way to reach and engage more and more people, but the long-term success comes from using the online channel and other channels, including face-too-face, to build a relationship that helps sustain the organization over the long-term. We believe that technology can help nonprofit organizations gain insight that helps build those relationships in ways that support the needs and desires of the donor and the charity. New database products such as Common Ground integrate donor, volunteer, advocacy, vendor and other databases that are today, mostly disparate. This gives an organization a better view of all their relationships. They also allow the donor to help manage the channels and frequency of communication. Our research into the needs of the "Wired Wealthy" -mid- and major-donors showed that donors want more say in how they engage with the organizations they support and the way they get information. We also have data that shows those who give online, also give offline and their lifetime value to an organization is more than those that just give offline or online. I 110% agree that technology "cannot do the cultivation, the relationship building or the big ask. Nor should it." But it should make the cultivation and relationship building more efficient and effective, and if the donor wants the airline miles let them make the big gift online with the credit card. Two years ago I set up a page to raise money for American Cancer Society in memory of my late wife. I sent email solicitations to family and friends. This year one of my friends and his wife made a $15K gift at a cancer ball in Houston (I live in Austin). Prior to my ask he had not supported the organization. The organization used the technology and relationships to build and cultivate the relationship. It's one case, but a perfect example. He joked later that he should have given online as he could have used the airline miles to visit his grand-daughter. After all, at the end of the day, as you say, it is all about the relationship. Cheers. Thank you for the mention of our (Convio) research around consumer’s holiday giving plans. Your point on “high-touch” tasks is important and interesting. What was very interesting in the details of the data is that these people who prefer to give online are engaged through multiple channels with the nonprofits: 61 percent report mailing a check (most, after checking the website), 38 percent gave at an event, 17 percent used the Internet to sponsor a friend or family member in a run, walk or ride, while 16 percent responded to a phone call in addition to their personal online giving.

As the data suggests, online is not the only way they want to engage.

Online is very efficient and effective way to reach and engage more and more people, but the long-term success comes from using the online channel and other channels, including face-too-face, to build a relationship that helps sustain the organization over the long-term. We believe that technology can help nonprofit organizations gain insight that helps build those relationships in ways that support the needs and desires of the donor and the charity. New database products such as Common Ground integrate donor, volunteer, advocacy, vendor and other databases that are today, mostly disparate. This gives an organization a better view of all their relationships. They also allow the donor to help manage the channels and frequency of communication. Our research into the needs of the “Wired Wealthy” -mid- and major-donors showed that donors want more say in how they engage with the organizations they support and the way they get information.

We also have data that shows those who give online, also give offline and their lifetime value to an organization is more than those that just give offline or online.

I 110% agree that technology “cannot do the cultivation, the relationship building or the big ask. Nor should it.” But it should make the cultivation and relationship building more efficient and effective, and if the donor wants the airline miles let them make the big gift online with the credit card.

Two years ago I set up a page to raise money for American Cancer Society in memory of my late wife. I sent email solicitations to family and friends. This year one of my friends and his wife made a $15K gift at a cancer ball in Houston (I live in Austin). Prior to my ask he had not supported the organization. The organization used the technology and relationships to build and cultivate the relationship. It’s one case, but a perfect example.

He joked later that he should have given online as he could have used the airline miles to visit his grand-daughter. After all, at the end of the day, as you say, it is all about the relationship. Cheers.

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