There's no doubt — Facebook Fundraising has forever altered the landscape of digital fundraising. But despite all of its benefits and revenue contributions, challenges still exist with the limited access to donor and fundraiser information, and inability to communicate directly with champions and advocates who create fundraisers on your behalf. In this slide deck, we learn how Parkinson's Foundation decided to meet these challenges head on by deploying intelligent bot functionality with dynamic messaging to acquire the email addresses of an incredible 70% of its Facebook Fundraisers who engage with the bot. View the on-demand webinar here: https://www.charitydynamics.com/learn/webinars/webinar-exploring-facebook-messenger-bot-with-parkinsons-foundation/

1. ©2019 Charity Dynamics – Confidential & Proprietary
Exploring Facebook Messenger
Bot with Parkinson’s Foundation

2. 2
Who We Are
Meghan Dankovich
VP, Product Delivery
Charity Dynamics
Cathy Whitlock
Senior Director of Online
Communications
Parkinson’s Foundation

3. 3
Biggest Challenge Today
with Facebook Fundraisers:
No Email, No Communication

4. Parkinson’s Statement of Need
4
The Parkinson’s Foundation had seen
significant growth in Facebook Fundraising
revenue, but was unable to capture donor
data.
This made cultivation of these new
supporters impossible.
We needed a vendor to help us create a
Facebook Messenger bot to capture
fundraiser information, provide easy
reporting and work with us to optimize
messaging.

5. The Solution:
Boundless Fundraising Facebook Messenger Bot
5
Utilizes Facebook
Messenger App,
available on desktop
and mobile
Opens a channel of
communication
with your supporters

6. 6
There are 1.3 billion users on
Facebook Messenger today.
- Tech Crunch

7. How It Works
Leverages AI
Technology
Engages Facebook
Fundraisers
Opens Dialogue with
Fundraisers
Better Performance
and Deeper Loyalty

8. Why a Facebook Messenger Bot
1. Maximize the number of confirmed emails to fold into a Welcome Series
2. Maximize dollars raised by Facebook Fundraisers
3. Create a 2-way dialogue and build a rapport with these unique supporters
4. Learn helpful characteristics about these supporters such as:
– Cause connection
– Level of interest in communicating with the organization
– Potential to repeat their Facebook Fundraiser
– Support preferences on the Facebook Fundraiser platform
5. Create a new communication channel with
these supporters

9. Why Parkinson’s Chose
Charity Dynamics
9
• Excellent experience with
Charity Dynamics in previous
projects
• Good grasp of our tone
• Best pricing among like
competitors
• Extensive reporting in
dashboard
Parkinson’s Requirements
for a Partner
• Familiarity with the nonprofit
space
• Thought leadership in Facebook
Fundraisers
• Ability to integrate Facebook
Fundraisers with our signature
event fundraising
• Creativity to try new strategies
with flexibility to change direction
quickly based on data acquired
during testing

10. 10
WHY THE
CHARITY DYNAMICS SOLUTION
Strategic
Technology
Superior chat logic
and strategy that
constantly improves
over time
eCRM
Integration
A solution that
syncs constituent
data from Facebook
and leverages
engagement data
Top Notch
Partnership
Full service team to
support, strategize
and be successful
with you

11. Let’s Talk About Our Bot!

12. The Value of Our Bot
Sophisticated
Performance Portal
Complementary
Communication Channel
Seamless
eCRM Integration

13. 13
• Engages fundraisers using customized
messaging
• Defined streams based on supporters
being P2P or direct Facebook
fundraisers
• Communication evolves and becomes
smarter over time
Complimentary
Communication Channel

14. User and Management Experience Track
14
FB Fundraiser
Started
Subscribe for
Coaching or
Confirm Email
Milestones
and Activity
Nudges as
appropriate
Daily
Monitoring
End of
Campaign
Follow-Up
Ongoing
Analysis,
Testing, and
Adjusting

15. Messaging Based on Their Actions
15
Coaching
Track
Milestone
Track
Nudge
Track
End
Track
Post
Track
We’ve got a communication path for every kind of user.

16. 16
Integrated Facebook Fundraisers
Direct Facebook Fundraisers
Goal:
– We know who they are, so it’s all
about targeted coaching and tips to
make them a better fundraiser
– Use details we know about them to
streamline messages
Goal:
– Need to get to know who they are,
so it’s all about learning about them
and email acquisition
– Inspire them with coaching tips to
help them fundraise better

17. 17
Constituent information is collected
from Facebook, and synced to eCRM.
Also available to the client:
• Personal details (name, email)
• Amount raised, # donations
• All interactions from message
workflow
Seamless
eCRM Integration

18. 18
• Allows us to learn and evolve the
bot’s logic to maximize
engagement, fundraising, and user
experience
• Data can be exported from the
portal for analysis to identify
effective engagement points
A Sophisticated
Performance Portal

19. No Solution Should Be “Set It and Forget It”
19
Reporting portal
allows us to learn
from data and
evolve the bot
Reports can be
exported for sorting
and analysis

20. Parkinson’s Implementation Experience
with Charity Dynamics
20
• True partner throughout the process
• Receptive to feedback
• Continual consideration of our key demographics
• Sensitivity to our demographics’ specific needs
• Speedy adjustments to messaging and sequences
based on real-time data
• Extensive beta testing to ensure a smooth launch
• Regular feedback immediately post-launch to ensure
optimal messaging program

21. ROI and Results

22. 22
Quantitative Success Metrics
Engagement Performance Loyalty
# of Subscribers Total Raised by Subscribers # of Main Track Completions
Subscriber % of FB Fundraiser Average Raised/Subscriber Average NPS Score
Confirmed Emails Average Gift Size # of Feedback Comments
% of Unsubscribes Average # of Gifts/Subscriber # of Repeaters

23. Qualitative Metrics Purpose
Cause Connection
• Helps understand this audience
• Informs future tone of messages and potential for finer
segmentation
Feedback • Provides opportunities for improving the bot
Drop Off Points
• Common points of Unsubscribes or drop-offs will inform
where copy or flow may need to be adjusted
23
Qualitative Success Metrics

24. 24

25. 25
Why Focus on Online Fundraisers?
For every $100
in direct fundraising raised online,
the average health nonprofit raised
$29.88
Parkinson’s Foundation: $148

26. 26
Parkinson’s Foundation Results to Date
Confirmed
70%Of Subscriber
Emails
Subscribers raised
250%more than Non-Subscribing
Facebook Fundraisers
Subscribes received
2Xmore gifts than Non-
Subscribing FB Fundraisers

27. But It Doesn’t Stop There…
• Track, Test, and Modify utilizing this
new holistic data-centric solution
• Bring Facebook Fundraisers into the
fold with an email Welcome Series
• Assess the longer term loyalty and
value of these unique Fundraisers
27

28. Q&A

29. THANK
©2019 Charity Dynamics
YOU