In our third installment of our CRM Options for Enterprise Nonprofits webinar series, Heller and representatives from Blackbaud showcased the features and benefits of Blackbaud’s CRM Solutions. We hope this series helps organizations learn more about today’s CRM solution marketplace so they can overcome the obstacles preventing them from adopting new technology.
Below is the transcript of the webinar. To get the full context and view the demonstration of Blackbaud’s capabilities, please view the recording here:View the webinar
Blackbaud CRM Solutions for Enterprise Nonprofits
About the Series
Keith: Hi. Good morning everybody. Welcome to the third in our webinar series, CRM Options for Enterprise Nonprofit. Today we are going to be joined by Blackbaud, Linton and Rachel. We thank them for participating today. I’m going to have a little bit here at the beginning to say, first I want to just remind you of the series.
We started off in May with talking about tips and tricks for software selection when you are thinking about a CRM. I invite you to go back and look at those webinars or transcripts online. Salesforce.org came in here about a month ago and talk to us about the Nonprofit Success Pack. Blackbaud is here today and then we have four more coming up over the next few months. We’re really trying to give you a well-rounded view for enterprise and larger nonprofits about what your options are out there as you go to select a new CRM system.
Just a reminder about Heller Consulting, we help folks with CRM strategy and design, figuring out what your environment and architecture should be and what your strategies are, and really strategy comes first. What kind of relationship needs to be able to provide your constituents, what you want their experience to be of your organization? It starts with strategy and you look at technology. We do implementation of those technologies and then we help you utilize those technologies best to support your fundraising and engagement in mission management efforts.
Our History with Blackbaud
A little bit about our history, I want to just start off with a few slides today. This was fun for me to put together personally. We have a very long history with Blackbaud. It’s where we got started. I was a Raiser’s Edge database administrator back in ‘93, ‘94 and I put the membership gifts into the Raiser’s Edge for DOS for the San Francisco Exploratorium. That on the left was the system that I probably used. Notice kids, no mouse. Wow.
I started this company in ‘96, helping people move off of that DOS Raiser’s Edge version onto the Windows version of Raiser’s Edge. Some of us are very familiar on the right there with the incredible technology progression that was Windows 3.11. Of course, down to the bottom right you see how we actually used the system which was a minesweeper all the time. Later on we got a more advanced Windows version that allows to play Solitaire as well.
Fast forward about 10 years and you had a new version of Raiser’s Edge in the seven series. We worked with Convio, the company that really was so instrumental in launching online giving. We worked with them to help integrate Raiser’s Edge with a Convio product which is now been acquired by Blackbaud and is known as Luminate Online. Through that process, Convio asked us to help them develop a fundraising system that was eventually to become Luminate CRM based on Salesforce. That was the progression of Heller’s history and we then branched out to work for many years on Blackbaud products and Salesforce. We appreciate the breadth of systems that are available out there. That’s part of why we offer the series’ so you can get a good sense of what’s available to you as you go out and look at… what’s going to be appropriate for your organization.
I wanted to just hit a few slides here. A concept I introduced in the first webinar, I wanted to just fill in a little bit more here which is, what kind of model should we look at as an enterprise nonprofit or how our CRM environment is going to be structured? Three slides here that show an evolution of this. Several years ago, the prevalent thinking was that, a CRM would allow you to bring everything into a single database. That was the idea that we should be aiming for. Single database or single platform. Platform here would be perhaps saying from a single vendor or from a single vendor on their partners but integrated all together and all the data stored in one place.
That model of course also was probably in the commercial sector. In the nonprofit sector, much at the time, the technology choices that we made, are based on the technology choices that the commercial sector makes for us. Now, they may choose A, B and C as options. They spend a lot of money on those options trying to make them work and in the end, maybe B works that aims to follow the way side. Then we in the nonprofit sector will go and avail ourselves of the surviving option, which at that point has been road tested in the commercial sector and proven down in price. That’s a real benefit to us in the nonprofit sector. We may be a little bit behind the curve, relative to commercial organizations. That actually works out well because they do a lot of the bleeding edge stuff, make a lot of the investments, see what works and what doesn’t and then we inherit the rest.
They have actually this idea that everything we are going to do a single database, if you think. Oracle and SAP and XL Dynamics and Salesforce, they are all out there saying, everything should go into our one system. Over time, and commercial organizations realized and we see this is well in our nonprofit sector. It doesn’t really work to try and do all of that in a single environment. It’s not that it doesn’t work but as a nonprofit, it’s going to be very hard to find a single something that’s going to accommodate everything. Even if we can find it technically, we are already on multiple disparate systems and we can’t replace them all at the same time. It’s due to budget and time constraints. We have to approach the replacement of our systems in a phased method, which means that we are by default then, in environments or we have multiple databases from different vendors serving different needs.
Then, the thought was, okay, well we are going to integrate those different databases and we are going to take the best of breed in each business need that we have and then we’ll build integrations between them. Sometimes we as customers are building those integrations. Sometimes the vendors are building those integrations. What are we integrating? We are integrating the thought which will integrate T data to serve two primary functions. One, this is for our daily business operations. If I’m going to work in database A, I need some information from database B in order to be able to do my work in A. Then also for reporting because we want aggregate reporting, I had a constituent who is in databases A, B and C, I want to report on that constituent or some of the report of all constituents who have data spanning those. Well, I’m going to have to move the data into one of those databases in order to pull that report.
The issue here that people discovered over time, is that integration is really hard. This is the easiest integration we’ll ever look. When I put the arrows on this PowerPoint, it was really, really simple. That simplicity has no relationship at all to what it actually takes to build integrations. Integrations are difficult technically. They are also difficult because you have to be very thoughtful and strategic about what you are trying to integrate and why. That works a little bit better at a daily operations side of things.
You can be a little bit more prescriptive around what’s that going to look like and it’s going to stay consistent over months and years. Particularly in the area of reporting, reporting is a fluid and evolving need at an organization.
The model that is now emerging as the model that both makes more sense technically and strategically and also financially and because we have multiple systems and we can’t get off all of them at the same time, is this one. Self-explanatory, right. Here you see you have the three databases. The yellow arrows are some targeted integrations. Targeted smaller, less types of data very specific to sort of what’s the minimum viable integration in order to carry out daily operational practices. Then, rather than, because you are doing these smaller, skinny integrations, what else… what do you do on the reporting side, you get a BI tool, business intelligence tool, which will receive data or even pull data from the multiple databases and aggregate that information in a way that provides you very rich reporting without all of the heavy lifting that went into integrations.
The other nice thing is that, when you were doing integrations in order to do reporting, you were relying on the reporting tools in one of those different databases. Well, business intelligence tools are solely focused on creating great reporting environments. You get a much richer set of reports and dashboards and visualizations than you would get typically in a database. With that, I just wanted to introduce that concept and I think some of these things are going to be touched on today and certainly they are going to be part of your thinking as you move forward in looking at a new system. With that, I would like to turn it over to Linton and Rachel.
About the Presenters
Rachel: Awesome. Thanks a bunch Keith for getting us started. Thanks everybody for joining us today. My sidekick Linton here is going to go ahead and share his screen.
Linton: He’s working rapidly on that and should have it.
Rachel: Bada bing, bada boom, done. Okay, let’s go ahead and get ourselves kicked off. We appreciate everybody spending time with us today. In terms of what we are going to be sharing with you this afternoon, the items that we are talking about here, some of which are future looking are not to be distributed without permission. Our lawyers require us to say that. However, we definitely welcome conversation with everybody here, time permitting, and look forward to going through this. In terms of an agenda for today’s session, we are going to be sharing our vision for enterprise nonprofit and then talking through some of the foundations of Blackbaud technology that help us to support organizations like yours. We are going to follow that with some real-life examples and then time permitting we’ll have time for question and answer.
Getting rolling, I’d love to introduce us… I was teasing Linton that between the two of us, we are probably the youngest looking group of presenters here and who better to present the fresh new face of Blackbaud. Don’t be fooled by that because between us we have 30 years of nonprofit and technology experience. My name is Rachel Simon. I lead solution marketing for our nonprofit group of organizations and I’ve been at Blackbaud now for 10 years’ time. Linton would you like to share that about yourself?
Linton: Happy to. I am the Director of Blackbaud’s Solutions Team. We are the ones typically make this presentation to clients throughout the country. I recognize many of the names that I see on the attendee list so hello to you. I’ve been in this industry for 20 years and everything from managing high scale implementations to technological architectures. My experience is much more on the tech side.
Rachel: Awesome. Dynamic duo. We might get carded as well somewhere. To give a little bit of an introduction now to Blackbaud, so Blackbaud got our start back in 1981 when our founder answered an ad to set up technology to run a private school, the Nightingale-Bamford School in New York City. We built them a student billing solution. Nightingale-Bamford, we are pleased to say is still a customer today. That project was so successful that over the next 30 years, we expanded to serve all kinds of other nonprofit causes. In spite of that evolution, we had continued to keep our singular focus and that is exclusively building solutions to solve for the unique needs of the social good community.
Now that we’ve got over 35 years of serving this community, we’ve come to believe that moments of change almost never happen by chance. They happen because someone, that’s you folks on this call here today, believe that it can happen and fight for them and doesn’t give up. We are here to power an ecosystem of good that builds a better world and what drives our mission is to provide software services, expertise and data intelligence that empower and connect people to advance the social good movement. We are proud today to serve around 35,000 organizations in about 60 countries and all of them call us their partner of choice. These are in markets that range from nonprofit organizations to education institutions, healthcare, corporations, foundations and individual change agents.
We are committed to driving social good forward through maintaining our singular focus with an unmatched staff of experience and unique position to share insights and best practices from across the full industry. It’s this commitment that pushes us each day to be the world’s leading cloud software company powering social good. For us, that is not just a day at work. It’s also a way of life. For many of us here at Blackbaud, we are change agents in our daily lives. In fact, last year, Blackbaud’s employees volunteered over 85,000 hours and 25% of us have served on nonprofit boards. It’s definitely something that’s a way of life and walking the walk for us here at Blackbaud.
These fancy slides advance really slowly. Today, we are focusing specifically on enterprise nonprofits. In an overarching sense, Blackbaud offers total solutions that are tailored to core markets that include nonprofits, education, healthcare, foundations and corporations. We come to this though with a depth of experience understanding that organizations that have different missions and of all different sizes, are going to come to the table with different needs. A lot of what we do day in, day out especially in Linton’s line of work, is really tailoring solutions with that deep understanding of the organization’s needs to fit each organization.
Today, everything that we are showing you has an enterprise nonprofit bench but the solution that we present to a smaller nonprofit or to a healthcare institution might be something different. Either way we are aiming to provide a total solution that helps the organization from end to end. What does that look like? Our vision for the nonprofit market is helping to optimize organizations through the complete cycle of generating resources, delivering on your programs or your mission, managing efficient operations and assessing outcomes to be accountable to stakeholders and funders alike with technology and expertise that spans this whole cycle.
CRM to us encapsulates that complete cycle and also each of the groups of constituents that you see on these pretty bubbles here that just animated. Each of those groups of stakeholders has a different element of relationship that all manage within this ecosystem of technology. Behind all of that, Blackbaud has an unmatched backing of technology, intelligence, expertise, payment and the services support, I can go on. All of this brings it together and ensures your success. We bring to their resources that no other provider in the market does to truly superpower your nonprofit.
Just a quick example of that before we turn it over to Linton, so our approach is really about putting resources in your hands to make your success that much easier. This example from Water Mission International, we help them to identify opportunities that were already in their database through the use of embedded intelligence right inside the technology. Within minutes of turning on our system, they were able to identify around $1 million of new potential revenue. That’s just getting started. With that, I’ll turn it over to Mr. Myers to walk us through some real life examples of this.
The Supporter Journey
Linton: Thanks Rachel. The focus of today’s webinar is obviously on technology. Let’s make that transition from what Blackbaud does as a social good provider, to how we accomplish it. Now, for years, Blackbaud focused on providing the social good industry with the tools and data needed to support what we call the supported journey. That means connecting donors, volunteers and participants more deeply with your mission. We recognize the nonprofit market is evolving. There is a need to think more broadly than just supporters. Our focus today is on empowering organizations within your own journey. That means everything from supporter acquisition. How you find new constituent. How you identify, how you manage those, engage them to all the way through program management and ultimately outcomes based reporting.
We believe that technology is key, to helping you achieve this life cycle because your supporters ultimately connected to your program and thus to your outcomes. Our goal today, is to really showcase this journey. It’s giving you concrete examples of how Blackbaud is providing end to end platform. They can do everything from acquire supporters as you’re seeing on the screen. Being able to digitally accept them, incept them from payments through things such as email finance. We want to make sure you can identify and understand them. Figure out that full digital persona. What are they doing within your organization? What do they care about? How is this person interacting with your brand, with your mission and how is their net worth allowing you to expand beyond simply that persona?
All in One Place
Now, the ideal situation is, all of this information can flow into one place. Some place it can help you recognize all of your supporters. It can help you really understand their total experience and ultimately they can help you understand how to engage with them. You should be able to look at a full supporter record to be able to understand everything about Jim as I’m pulling up on the screen. Everything from his touch points to how he’s engaged with you as an organization. When you want to know more be able to get into that full holistic supporter record. What I mean by that is capturing the totality of that experience that Keith mentioned before.
How do you pull together different pieces of information from his transactions, to his online, to his offline interaction history within one place so you truly understand what to do with Jim. His full giving history. Again all of my online, my offline contributions recognized in one place with the ability to drill in to more. Now, that’s part of the cycle. The real key here though is connecting all of that constituent engagement transactions with the other side of the journey. Being able to truly recognize an account for these transactions all the way through donor intent. Making sure your revenue in to your organization, matches ultimately what you are using it for, all the way through proving the outcomes that your organization is generating. Having this holistic system that follows a supporter, follows a revenue, all the way through your organizational journey.
At the end of the day, you can show how your mission is being met through Blackbaud. All your organizational KPIs rolled up together to prove even to the point of what you’re saying here of the United Nations’ sustainable development goals, how you are impacting the social good community and how you’re once again are meeting that commitment to all of your funding agencies, whether they are donors, government et cetera.
Three Tenant’s of the Blackbaud’s Platform
Let’s start with the technology that’s powering this Blackbaud platform that I just showed. The three tenets of Blackbaud’s technological strategy are first and foremost an open cloud. That means making everything that I show you accessible wherever, whenever you choose. Also, using modern engineering architecture concepts. That means really the best of breed facets of the for-profit industry. Then let’s talk about in a moment or two such as micro services, how do we build on that level of architecture and how do we constantly innovate. We are bringing that that’s what we find from throughout the social good industry to you on demand.
I wanted to begin with an example of what we mean by this and how Blackbaud is bringing those industry leading techniques to bear. Everyone on this call has likely had an experience with Amazon. They are one of the most ubiquitous technology providers in the world. They are known for things like ease of use, personalized experience, cons, innovation and to me they are known as crayons. I have five children and guess what I’m doing right now knowing I’m sending them to school one week? I am last minute shopping for school supplies that I forgot about. What’s interesting really is how this technology is built and leveraged. Because Amazon leverages modern cloud technology such as microservices so they can rapidly and independently innovate on components like images. Did you know that their image carousel is built completely separately from their history of your purchases? From all of their reviews, from all of their check out technologies. Because of the way they’ve architectured that platform, they can then extend this on demand. They can leverage them on other technologies like video and Amazon Fire. Natural language processing and checkout in things like Alexa or you see the tied Amazon Dash.
That’s a value of modern technology. Being flexible and being able to innovate on demand. Blackbaud’s focus on delivering that same level of innovation, scale and accessibility, all of what you just saw on Amazon, through an open cloud platform called Blackbaud SKY. Let me explain a bit of what this is and how it specifically benefits nonprofits. Much like Amazon or other technology vendors like Netflix or eBay, Blackbaud’s focus on delivering technology in a modern microservices architecture. That means things like payments, data updates and even reporting, are being delivered in a service focused approach that let’s Blackbaud innovate quickly. That means functionality can be released in days or weeks rather than quarters or years. When something new is created and innovatively we want to release it to a market, we can’t. We can instantly push that out to any of our clients that are subscribing to that service.
Blackbaud is also committed to using the best open cloud technology available to host and deliver these services. As such, we’ve engaged with the top five providers in the world. These companies are leaders in things like global availability, security, performance. Blackbaud is able to leverage those benefits in everything that we do. That ultimately makes Blackbaud SKY the first enterprise caliber cloud created specifically for social good.
Now, as a cloud solution provider, we are focused on making sure technology just works and this optimized for what you need. That means having the ability to see what our clients are doing in real-time. To understand the pieces of functionality you’re using, what buttons you’re clicking and why, so we can identify how to construct experiences that matters to you. It also extends in the technology we provide your supporters so we can understand how they interact with you and ultimately help you tune that experience to what’s most important to them.
One of the most exciting pieces of the SKY platform though is our commitment to make it easily used and be extendable by our clients. That takes two forms. One of which is the very first open source experience in the social bid industry. SKY UX as we have branded it, is essentially Blackbaud taking our 35 plus years’ experience and donating it back to the philanthropic industry in a usable way. It’s about creating a universal experience for all of our solutions that can also be extended again, the concept of open source. The applications that are partner straight or that you create to give your users one easy to use interface for everything that you touch.
The second part of our commitment of expansibility is our open API framework, targeting back to the open cloud I’d mentioned before. With SKY API, our Blackbaud clients, partners and even application developers, have access to open industry standard REST APIs, that let them customize, integrate or extend functionality, which means SKY has built it in your world how, when and where you need it.
The last part of the Blackbaud’s SKY platform is actually one of the most exciting for me. Because Blackbaud is in a unique position where we had data on the entirety of the social good industry and we are able to leverage that to develop artificial intelligence, analytic solutions that can benefit your mission. As used in organization, I know Keith was showing AI earlier, as you move from simply reporting on data to using it to actually recommend the action. Blackbaud is focused on making artificial intelligence and big data a reality in this industry. That means delivering outcomes that organizations can use immediately. For example, tagging every single supporter in your file with demographic, with wealth, with social data and descriptive data. Then using historical behavior so we can automatically recommend next steps for constituents like to what to do with a lasting donor. Again, now think prescriptive recommendations powered by artificial intelligence.
Now, our platform openness also extends to our partners. We fully believe in providing our clients with access to industry leading solutions that might be an integration platform such as Workato that might be an online bidding platform, an event management platform such as you’re seeing here with Bidder to ultimately volunteer solutions. Where they can check in and actually manage their profile and all of their pieces in a volunteer activity that you just see here at VolunteerHub. We want to provide you a single hand to hold to making all of this work with Blackbaud technology. Now, let’s transition from just the tech side to ultimately how this works in practice.
Examples in Action
I want to showcase some real world examples of how Blackbaud’s platform looking at today’s problems that you’re experiencing and hopefully developing tomorrow’s solution. To set context, let’s go back about 10 minutes. Our goal at Blackbaud is enabling the organizational journey. That means the technology, that means the processes that empower this end to end organizational experience. As we dig into the examples, the stories I’m going to show are focusing on these holistic experiences that are more than just a single CRM. I want to begin with recurring giving; one of the largest growth areas in the nonprofit sector.
At Blackbaud, we believe there are three important characteristics of a supporter focused recurring giving program. That includes how you acquire supporters and how you match them to your distinct file, how intelligent actions like predictive data and reporting are needed to manage a recurring giving program. How your supporters want to engage with you across the channels and the vehicles that they choose. Key to the process of acquiring recurring donors is even use. That means making it possible to quickly accept and ultimately transact in the method and location your supporters prefer.
Blackbaud considers it essential to any recurring giving program and we ultimately ensure that that digital experience is extended to your CRM. All supporters have a complete record that incorporates online and offline getting history with first class functionality for recurring gifts and associated payments. That means nothing that you need to build to manage and maintain a high volume high quality recurring giving program. Managing a recurring gift program is not the same as managing a major gift or even a direct marketing program as many of you on the phone can attest. Organizations need the intelligence to see how our program is performing. They also need the ability to drill down into specific activities such as finding out which supporter populations are trading in what. Now, the most powerful of all those, is the intelligent actions should actually tell you what to do next. That means system identified tags and recommendations utilizing artificial intelligence to identify these facets of your supporters and make recommendations on what to do. That intelligence is not just informed by the data you collect. That means their names, their address, their transaction history but also the wealth of descriptive and predictive data that Blackbaud is going to attend directly into the platform.
Now, just as we all had preferences regarding how we transact, so I, for example just refilled the prescription of Walgreens the other day via text which by the way was the coolest thing ever. Not getting other than [0:31:43 inaudible]. Your recurring donors are the same. We believe in empowering, you need to communicate in any channel that your supporters prefer as well as giving them open access to their data on demand. They can choose the amounts. They can choose the payment methods that are most appropriate in that moment. When we said we believe in acquiring a match of supporters and empowering intelligent action and providing channels and choice, that’s a holistic way that we believe organizations can use Blackbaud to manage their recurring different donors.
Let me give you a tiny bit deeper look at what I mean. I mentioned earlier that complete constituent profile is tracked for all supporters. Here you see Barbara Banyard’s record and the easy way to be able to track all of Barbara’s interaction within your organization such as a complete timeline of all touch points showing every known communication with her. It also includes her complete financial history from first donation to the last with the ability to drill down into each and every component. Because recurring gift records for us are first class objects with a separation of payments versus a recurring gift plan itself. You’re actually seeing an individual payment.
Now note, that is related to the actual plan itself to the initial gift and all the details behind it. We provide you again, out of the box, no configuration needed with that ability to manage all sides to that equation, from the initial gift seeing all subsequent gift modifications, upgrades, downgrades and that’s what we mean by first class functionality for recurrent giving. Now, the bowl here is also giving you a complete picture of what’s happening so you can navigate that lifecycle of gifts. That means everything from understanding your multiple constituencies and where they fit in a recurring gift lifecycle. Who’s incepting, who’s lapsing, what’s the status over time? You can get that longitudinal picture of who are you bringing in, who are you lapsing off a file, who’s at risk and also being able to see that trend revenue of constituents and all the details you need to manage complex recurring giving program.
Let’s transition to something else. Let’s talk about high-touch commitment. Everything from major, to plan, to corporate, to principal, to transformational giving, all the wonderful different languages we use to talk about high-touch giving. Now, high-touch giving is just that. It’s a high-touch approach. It begins first of all with knowing more about your prospects. It also requires tools that are accessible, giving your fundraising officers access to their profits on demand from any device. It means an easy to use platform for managing fundraising plans in a step by step cultivation process. Knowing more about your supporters means understanding what they care about. I showed this a little while ago. It means having access to details like their social profile. All of their recent posts, their current interest. Think of this as real-time understanding of what your supporters, your potential prospects care about. It’s these activities in knowing this, that helps you better plan communication and ultimately all your interactions and proposals. Now data is also a vital part of this. It’s not just knowing that real-time analysis. It’s also understanding a prospect, giving preferences across the social good community. Who else are they donating to? It means being able to identify all facets and even seeing proprietary to Blackbaud variables like affluence. Understanding the amount of discretionary wealth that a prospect has, which is vital to knowing the amount to ask for.
Having worked with many major gift offices in my 20 years, I know that nothing is usable unless it’s accessible. I can’t count the number of major gift officers I talk to who work in spreadsheets. Why? Because it’s accessible to them on demand. Blackbaud’s platform focuses on being available anywhere in any device. Just imagine planning and thinking through a prospect trip. Would you want instantly to be able to find all potential prospects in a geographic location that you’re travelling to? Or find the specific ones you want to visit just by touching them with your finger and then be able to filter all of this by using data. Who are the highest quality prospects in an area using advanced predicative data to understand who’s really capable of giving at this time period? That’s the idea of making high-touch giving actually accessible.
Data and accessibility only goes so far. Any quality high-touch giving system needs first class solicitation planning, whether it’s on a mobile device, desktop, your favorite tablet. The Blackbaud platform gives you easy to use moves management planning as well as point and click visit or call track. The entire point of this is to help your organization secure as many of our gifts as possible. To us, high-touch giving means you need to know more about your prospects. To have access to their records anywhere, anywhere, anytime from any device with the ability to plan and then cultivate with the touch of a finger.
Let’s walk through a bit of a deeper dive of what I mean by high-touch giving.
Blackbaud’s platform gives you a dedicated interface for fundraisers. Think of sliding across more prospects so easy access to key prospects in a portfolio. We all supervise dashboards focusing on KPIs specific to things like fundraising pipelines, with the ability to drill in and navigate key fundraising tasks. That means instant access to everything that’s being proposed throughout your organization and at the push of a button, clicking in to see all activities. All funding amounts, all solicitors, all details that are part of a proposal. What I want to drill in and see what’s happened most recently with this major gift, I can do so. I can see the most recent meeting. I can see all the details of that and know that it’s integrated with typical productivity and email platforms like [0:38:25 Arbitrary] 65. When I’m emailing my prospects, they can be automatically tracked. I can add things to my calendar and thus have an accessible system to give me as a major gift for a plan gift officer. All things I need at the touch of a finger.
Now, one of my favorite pieces. All nonprofit organizations are founded for a reason. That reason is your mission. Having worked in this industry, I understand what this means. The programs you manage, whether the grant funding, service deliveries, patient care, advocacy, those are the reasons you exist. Not just to fundraise. Blackbaud is heavily invested in helping organizations manage the program that define their mission. That includes engaging with supporters beyond just donations. It means financial accountability with recognizing program, revenue and expenses and ensuring donor intent is met. It also means proving the outcome in the organizations driving gifts programs. When we say engaging beyond dollars, we understand not all of your supporters are donors. Some are advocates, some are volunteers, some are just mission recipients. We make sure that all of them are given the tools they need to connect to your mission. It’s not just that frontend experience. Organizations must be able to track all of these engagements on a supporter record. Being able to marry your non-financial interactions with that full donor records, you can see the totality of their experience with your mission.
Now, as it pertains to what we consider actual program management, the Blackbaud platform can help with managing everything from inbound grant requests. Whether those are corporate, whether they are individual, ultimately do all of the approval workflows into the funds associated with maintaining this vital part of your business. Going back to the cons of the donor intent I mentioned earlier, being able to see funds come in, being able to watch as they are approved and being able to measure as they are distributed so you have that concept of financial accountability based into everything that you do.
One of the challenges we hear most frequently from nonprofit organizations, is how to tie program outcomes to funding. We allow the connection of funders to recipients, so we can tie program results back to program goals. We’ve even partnered with the United Nations to adopt sustainable development goals and we worked every day with our clients to visualize these outcomes. To visualize their achievements for boards, for donors and the program teams. For us, mission program management means, engaging with supporters beyond just transactions. It means tracking and accounting for program activities and funding and ultimately proving the outcomes your organization is dedicated to drive.
Now, as a bit of a deeper dive, let’s take a look at how attracting that progress at the program level and then rolling it up. I mentioned a second ago that we have that ability to track all of your individual program results, to be able to have self-reported results from say grant fundings or other program participants. They can report back to you and you can understand where are you against program KPIs. What are you trying to achieve within a particular initiative or project and see the longitudinal results. Now again, that affects individual program level so that’s part of your organization’s mission. You also need to represent the totality of it. Rolling this up to what overall is your organization trying to accomplish. That means total funding, total KPIs; how are you impacting not just your particular population that you’re working with and your KPIs, but ultimately the world social good which is the idea of the United Nations Sustainable Development Goals. How we are partnering at a social good industry to simply make the world a better place.
Now, we talked about recurring giving, high-touch giving and mission program management. Let’s move to another important topic both in the industry and Blackbaud and that’s marketing. Specifically here, I want to focus on journey based marketing programs and how the industry is moving more towards that. Journey based marketing requires understanding the paths your supporters take in the growth of your organization. That means you must be able to connect with them personally. They have the tools you need to actually execute journey based or multitasked marketing campaigns and a system that can understand and tag constituents throughout their lifecycle with you.
Engaging personally with your supporters needs multiple things. It means first and foremost, allowing them to tell their story of how they were affected by or how they are ultimately contributing to your mission. It means that you must give them the tools that they need to feel empowered, to feel empowered to connect with you in any way that they see fit. That might be via fundraising, it might be via volunteering, it might be via running a marathon or [0:44:06 inaudible]. There are many different ways that today’s individual change agents envision impact whether against amount raised. It might be the amount they’ve actually given to you. It could be the number of times that you’ve had someone go to your website, the number of times they’ve shared your content. Again trained as part of a marathon or something else. Volunteer or engage community on your behalf. It’s all of these things that tie together to make that experience.
It also means having the data necessary on your end to understand the appropriate messaging. You can understand again interests, financial commitment, all the recent activities to personalize the path and message string that you are providing them and the technology needed to communicate out across the variety of channels. Yes, direct mail is important. All the direct marketing elements but look at where we are moving as industry where many people are incepted, for example, in digital apps. The complete personalization that’s now available via digital media so providing that again to your fingertips to use to engage personally.
Now, as I said before, part of journey based marketing is having tools you need to predict performance. To better understand your supporters so you know who to connect with and when and, honestly, what’s the cost of benefit of doing so. You also need technology that can visualize these journeys and help you execute the complex needs that simply come with today’s on the channel constituent experience. Last, you must have that ability to track all of these interactions. All of the touch points, outbound communication, inbound communications so that you have what’s in one place every single interaction without support. You also must be able to see not just these transactional appeals but what seats behind them. All the ways you’re classifying individual, all the communication preferences, their interests. Because these tied together is what helps you create that constituent lifecycle and identify what communication, what marketing path along with digital journey you should push them on. What that means to your organization is having the ability to connect with each and every supporter on an individual level across channels. That means having what you need to plan those journeys. That also means having that data, the data inherent in a marketing centric platform so you understand truthfully how to communicate out.
As a bit of a deeper dive, journey based marketing is only effective if you could understand its outcomes. That’s why Blackbaud focuses a great amount of resources on making marketing data consumable. That means things like surfacing trends on appeals. That means helping you understand how groups of supporters, constituents are performing across campaigns, within a particular campaign. It also means surfacing specific KPIs and dashboards on retention, on acquisition, on recapture rates. Once again you understand that totality of that marketing and constituent life cycle and you can truly see the effectiveness of your effort across all of them.
Now the final topic that I want to cover today is often one of the least discussed but it’s one of the most productive organizations that are looking to change a CRM or leverage technology effectively. It’s the idea of operational efficiency. The goal here is making sure that technology alleviates organizational challenges rather than causes them. At Blackbaud, we believe in helping organizations automate digital processes and focusing on data quality, knowing that it had a direct correlation to cost and in providing access to information at all levels of the organization. Now process automation for nonprofits is often different than what you might find in the for-profit world. Things like gift entry, transaction, interaction imports, duplicate attached to the resolutions things are likely very familiar to you. Record how you do your business in an enterprise nonprofit space. Blackbaud has 35 plus years of experience in these process woes. We’ve partnered with some of the best process automation companies in the business on enabling our clients to integrate these processes across all their systems. We need even non Blackbaud systems which is something Keith mentioned earlier. The ability to operate in an ecosystem of platforms that ultimately, your Blackbaud functionality, your Blackbaud data can integrate automatically with other commercial grade systems that you’re using throughout your business.
Now data quality has a cost. I think as anyone who’s ever run a marketing program or a fundraising experience knows. We know from looking across all of our clients, over 35,000, what good data looks like and how bad data manifests into waste and resources. We focus on embedding data quality tools through our platform. That means providing push button ways of updating things like addresses, phone numbers, deceased information. Once again, your data is a benefit not a hindrance. Because the currency of this century is information and having direct access to that information is absolutely vital to your business. Think of everything from easy to use tools to find and select constituents, making sure any end user can do that.
Two, high quality reporting tools that let you identify the KPIs that matter to your organization and report on those from an executive level all the way down to an end user. Although it’s not a terribly sexy topic, operational efficiency is the engine that drives technology success. We believe in helping our clients automate processes and ensuring that data that it’s a benefit, not a cost and providing access to the information you need to drive effective decisions. As I wrap up the technology portion of this, I want to end with reference to our showcase. Are clients actually talking about our success? I already gave an example of operational efficiency.
So Cincinnati Public Radio, a long time Blackbaud client, uses us for all of their recurring giving. There are over 7,000 recurring donors. Their operational efficiency success is they are using our programs to automate everything about this relationship with their sustaining givers. That means we are capturing things like flash credit cards, automating notification receipting, automating notification when a card is about lapse or gets expired. All that is taken out of the hands of their marketers and fundraisers and put into a system to optimize that relationship.
As we wrap up, I want to remind everyone our primary focus. We believe in supporting organizations from the point they acquire a supporter to the end result of actually improving outcomes associated with that donation. We believe, remember this, in making your mission come to life through technology and I hope you see that today. I want to pass it back to Rachel to finish our wrap up and then if we have time, open up for questions.
Rachel: Awesome Linton. Preach it. My pretty diagram from the beginning to bring it home here today, we believe that delivering our mission requires more than fundraising but truly an open, flexible technology platform that’s tailored to your unique mission. Your complete solution is so much more than just software. It has to support every single aspect of managing your nonprofit. Blackbaud is the world leading social good cloud software company with over 30 years of nonprofit expertise. We increase your impact through services, expertise, data intelligence and software solutions for your unique fundraising relationship management and program delivery needs. We super power your mission by providing a complete supporter engagement revenue management and operation solution.
Super powering your nonprofit means driving super powerful outcomes so, one of the things that Linton talked about multiple times today is a real highlight for us. Our customers, at a median, see 14% growth in sustainer revenue year over year from our digital marketing components, which is really exciting because anywhere that you see a sustainable growth you see a pathway towards a better future for our nonprofit organizations that’s reliable streams of revenue. Because we understand that revenue is the life blood of organizations, we also see significant growth with annual campaigns, seeing 51% larger gift sizes and increases in major giving revenue. All this is driven by things like intelligence and automation that make it easier for nonprofits to find success with our solution.
Speaking of customer success, we truly are committed to supporting use throughout the entire journey of customer success. Our focus is on stewarding your success in the long term. Whether it’s our modern innovative technology solutions or our 800 plus consultants, trainers, support agents and customer success managers or the insights that we are delivering from our philanthropic data set and from our research on the industry, our approach is extremely comprehensive, outcome focused and always centered around you− the customer.
I got really excited there talking about all the different research and resources that we pour into the industry. I geek out on this because in my job this is one of the highlights of the things that I get to work on. We invite you to check out all the different resources and ideas. Blackbaud really as a company takes it upon ourselves to invest in the future of the industry. We’d love for you to take advantage of all the rich resources that we have. Over the past year, year and a half or so, we formed an institute that is dedicated to providing insights to the nonprofit community at large and we are producing lots of research at the top level, really understanding what’s driving the philanthropic sector forward.
If you’re a little bit more on Linton’s page here, I also wanted to share information for accessing Blackbaud’s SKY developer portal which has all kinds of rich resources. If you do want to geek out and tailor the technology to your specific needs with our open capabilities. Then, last but not least, I would invite you to take advantage of our nonprofit resource center. My favorite part about this is that, it’s really a choose your own adventure kind of experience where you can pick what type of this nonprofit engagement is most interesting to you and find a wealth of different resources. Be they white papers or webinars, blog posts, all kinds of great things that we do here at podcast.
So, producing lots of terrific content that we hope can really help you to take your mission to the next level. With three minutes left, I think we are about ready to wrap it up for today’s time.
Keith: Well, thank you Rachel and thank you Linton. I could say that was both really informative and you guys are clearly excited about what you are offering and it’s typically infectious.
Rachel: There is the coffee going on out here too so that helps.
Keith: That’s right, that’s right. Well, I want to thank you two and thank Blackbaud and thank everyone who attended today. I want to point out some of the resources that we have available as well on our website teamheller.com. A lot about how to develop a CRM vision, so what do you want your CRM to accomplish and how do you then tie that back to choosing the right system for yourself and implementing. A lot about all sorts of topics around CRM and how to realize that. I want to invite you all to our next webinar. Information will be forth coming. The next in the series is with NGO Connect, a fundraising application running on the Salesforce platform. Then we’ll be moving on to Clearview, StratusLIVE and ROI Revolution Online. Please, continue to enjoy the series in person or by accessing those webinars on our website. With that, I’ll say thank you and everyone go and have a good rest of your day.
Linton: Thank you everyone.
Rachel: Thank you a bunch everyone. Bye.[END OF TRANSCRIPT]