The September 2010 meeting of Public Policy Communicators NYC focused on “Communications Integration.” We examined what are some of the best methods and technologies to coordinate communications efforts so that work flow and content for websites, e-newsletters and social media are seamless and but not repetitive.  We had thoughtful presentations from systems experts representing Convio, Blackbaud and Network for Good, on streamlining marketing and communications efforts, which was followed by 45 minutes of Q&A that brought forth many great inquiries from PPC attendees.

In preparing for the session, we had asked each of the presenters to cover the same basic territory but from their own perspectives.  We asked them to:

-       Define the key terms that are often thrown around (i.e. CRM)
-       Talk generally about the range of options that are out there for bringing more efficiency and effectiveness to communications efforts (not just “donate now” functions, but online community building, functions that assist in advocacy and guide constituencies to action, ticketing/events management online, etc.)
-       Talk about how new technologies and services can help organizations better coordinate their social networking efforts and help save time
-       Quickly note the services their companies offer that can help get the job done

First up, Blackbaud’s Brooks Matthews and his colleague Jeff O’Toole.
(Contact Brooks at: 843.343.9442 or brooks.matthews@blackbaud.com)

The Blackbuad team emphasized something they called “TrueCRM” v. basic CRM.  There are lots of Customer Relationship Management systems out there, but TrueCRM is a system like Blackbaud’s that provides real-time data flow between your organization’s website and your CRM system so that there are seamless connections that thread your online information exchanges, email marketing, web content management and web strategy. This kind of “TrueCRM” system should ideally also be woven together with the organization’s utilization of data analytics, fundraising, relationship cultivation, membership development, events management, donor cultivation, advocacy and direct mail.

From Blackbaud’s perspective, there are 5 Key Components of Effective Communications:

1. Integrating online and offline communications systems
2. Learning about your supporters’ communications preferences
3. Targeting and personalizing all communications
4. Reporting on communications outcomes, which is key to determining future strategy
5. Diversifying communications methods.

Many organizations have their information in separate silos, Matthews said, and this is a big challenge for them.  In talking about the first point, O’Toole showed a screen-shot of a Blackbaud client’s database interface.  It showed over a dozen tabs that allowed the user to slice and dice data about an individual’s interactions with the nonprofit.  These tabs included: bio, addresses, salutations/affiliations (etc.), relationships, appeals, notes, gifts, attributes, media, actions, honor/memorial, prospect and NetCommunity. As O’Toole talked about a typical communicator’s needs around information integration, he showed how the system allowed the user to see in real-time exactly what kind of information the individual had received, how they had responded to the information (if at all) and how the individual was interacting with the organization through a variety of media.

As Blackbaud proceeded through its presentation, they showed how their system could be used to personalize messages to targeted audiences and to develop a better understanding of how messages are received.  They emphasized the importance of having a system that allows the organization to easily create reports on data flow and constituent response – not just whether or not certain pieces of communications had moved individuals to make donations, but whether or not they had shared information with others or taken other actions that are important to organizations trying to spread their messages beyond their established constituencies.  They finished their presentation with a short discussion of how their system could be used to track and utilize information about the organization’s social network viewers on sites like Facebook and YouTube.

Next up, Convio’s Christian Varano.
(Contact Christian at: 570.573.4659 or cvarano@convio.com)

In Convio’s presentation Christian first talked about how most organizations maintain several systems for tracking information, but which aren’t integrated.  These include a basic CRM or other donor management database, a direct mail database, a CMS system for managing website information, an email point tool, separate online fundraising tools, a system for managing an online store, an ERP/Finance/GL system, and an events tool.  An integrated system, such as one that could be provided by Convio, can tie all of those systems together to help build relationships and drive response rates higher. An integrated communications system recognizes key linkages with fundraising and other functions. It helps the organizations segment by demographics, by issue or by other chosen variables. And this ability to easily manage data is key to crafting and sending communications messages that build relationships.

One Convio slide showed a quote that many nonprofits may have heard on more than one occasion: “I only hear from them when they want money,” said the annoyed donor.  Convio’s presentation emphasized that an integrated communications system pulls information from online marketing elements (such as online fundraising, advocacy, e-commerce, peer-to-peer networks and special events) as well as offline marketing elements (such as campaigns, traditional fundraising, volunteer management, contact management and events) to form a fuller picture that can be viewed from many angles, as well as from either 1,000 feet up or the microscopic level.

Varano said that most clients come to Convio with a scattered set of existing systems that have grown up as technology evolved. He said Convio strives to create “holistic platform” solutions that help organizations personalize communications and establish ongoing dialogue with constituencies. These platforms also help organizations avoid spamming their audiences, which is the frequent result of messages coming out of an organization’s many communications silos.

He finished by noting that Convio’s platforms are based on open technology systems, which is important in a technology environment where the popular modes of communications are always changing.  Facebook, Twitter and YouTube may be popular today, he said, but who knows how folks will be communicating in the future and Convio’s open systems will allow for greater flexibility and change in the future.

Our third presenter was Network for Good’s Rebecca Higman
(Contact Rebecca at: 240.223.2648 or rebecca.higman@networkforgood.org)

Rebecca started by noting that Network for Good has a particularly rich understanding of the needs of nonprofits because it is one itself.  She then moved to the core of her presentation that emphasized that the point of communications integration is not to play with fancy software, but to bring greater efficiency AND effectiveness to one’s efforts.  She said that there are lots of new ways to communicate that some might not even know are options that can be integrated, such as tell-a-friend tools, share links (through social media) and online tools for tracking, reporting, “receipting,” donation pages, email outreach, online events, donor databases and more.  All of which can be coordinated with Network for Good systems. NFG has three systems – DonateNow, EmailNow powered by Emma and EventNow powered by givezooks – which can be used together or separately.

From Network for Good’s perspective, the bare essentials of an effective communications effort include:

-       A well-branded, easy to use website
-       The ability to process secure donations
-       An email campaign tool that complies with federal anti-spam laws (this was necessity that Higman emphasized as particularly important)
-       A website analytics tool
-       Great follow-up for online donors and supporters
-       Smooth integration of online and offline efforts
-       Regular reporting on all communications efforts so you can learn and correct as you go.

She said that it was possible for an organization to cobble all those things together, but a system like Network for Good’s makes it very easy and less likely that any of the pieces will fall through the cracks.

Higman moved beyond talking about just the systems, which were not dissimilar to those of the other presenters, to provide several helpful hints for communications and marketing efforts.  One that many meeting participants seemed to jot down was this: Donation appeals should go out at a 1:3 ratio. To avoid sounding like you’re always asking for money, your nonprofit should send at least 3 messages providing news, updates and program information for every one email that asks for a donation.

The Network for Good PowerPoint presentation also included “10 Ways to Amp Up Your Website,” “11 Ways to Amp Up Your Donate Page” and “9 Ways to Amp Up your Email Outreach.”  She also talked about ways of focusing on “superstars” within your constituencies – the 5 percent or so who are the most engaged and active – to help make your organizations case.  Higman gave several examples of how Network for Good’s services can help in that regard, including a brief overview of how it is helping organizations integrate its social network efforts with their other methods of communicating and developing stronger relationships.

The three presenters fielded questions for the next 45 minutes, which yielded rich insights.  One question was about whether or not any of the systems allowed users to integrate information from external media databases nonprofits and foundations commonly use such as Cision, Vocus and Burrelles/Luce. The general consensus from the presenters was that one could download information from those systems and import the information into the organization’s central CRM system, but keeping that information current would be a challenge. And, the nature of communications to media people is generally so different and separate that it didn’t seem to warrant the effort to integrate that information.

Several questions revolved around whether or not organizations subscribing to these integrated systems were expected to ditch all of their existing databases and move all of their information into new systems.  The presenters generally agreed that, while having all data under one unified system might be ideal, it is quite common for organizations to be attached to certain components of their existing systems, but that the new functionality can often be brought in piece by piece to work with existing systems.  Convio’s Varano said, “real integration in one system, that’s the nirvana, but it’s not the reality for most organizations.”

A strong attachment to existing systems and a desire to not “waste” resources that had already been spent on them was a strong undercurrent.  The presenters emphasized that it need not be an all-or-nothing scenario. For most organizations, the presenters seemed to agree, integrating donor databases with a high-functioning email program is the absolute barest necessity. If an organization were to embark on a truly comprehensive effort to work with a firm to design an optimally functioning system that integrates all of the functions discussed over the course of the presentations, it would probably take about nine months from beginning to end. There are a lot of questions to be asked over the course of such a project, but in the end, those answers and the process can dramatically sharpen the organization’s communications efforts.

We promised to make the speakers’ PowerPoint presentations available online.  However, our WordPress-based website won’t allow that much data on a page. So, if you would like to view any of the 3 presentation, please email mremaley [at] ppcnyc [dot] org to request a copy.  Sorry for the inconvenience.

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We usually end our PPC sessions by distributing a short survey on possible topics for future meetings.  Since previous surveys indicated a strong interest in the topic of “What Goes Into an Effective Annual Communications Plan?” that will be the topic for our November meeting. I ended the meeting by soliciting recommendations from the group on any potential discussion leaders for that topic. More recommendations are welcome.

We again live-tweeted the session from our official Twitter account: @PPCNYC.  If you can’t make it out of the office to the next PPC, follow along via Twitter!

Thanks again to all of our presenters for providing a GPS for this challenging communications integration terrain and to all the great PPC members who came and made the discussion so worthwhile.

Click here to see the video on YouTube: Pathways To Housing Installation

I don’t know how much impact it has had on raising awareness and funds, but the campaign itself has gotten coverage on NPR, The Huffington Post and The Chronicle of Philanthropy.

This is a really creative effort.  Hats off to the folks at Pathways to Housing for trying something new.

Check out the blog link above for more details, but the 4 key essentials Katya puts forward:

1. Strike now and again at the last minute.
2. Craft a great ask.
3. Make sure your donate form is in perfect working order.
4. Receipt and thank quickly and gracefully.

She fills in the detail, so check out what she has to say.  And get going!!! The most donations come on December 30 and 31!