In this webinar, Beth Interactive talks about their work with 15 organizations, 280 forms, 23,000 transactions—1 fundraising platform. Learn how the three-person team at Beth Interactive maximized Kimbia’s flexible fundraising system to meet the disparate needs of many fundraising organizations for one of America’s top 10 hospitals—while maintaining overall brand consistency, streamlining the user experience and benefiting from best practices.

1. 15 Nonprofits, 1 Platform, 3 People:
Unique Fundraising Made Uniquely Easy
Kimbia Webinar Series
Digital Fundraising in the Healthcare World
August 25, 2016

2. Agenda
• Introducing Kimbia and Beth Interactive
• 15 Nonprofits, 1 Platform, 3 People: Unique Fundraising Made Uniquely Easy
– Transition to Kimbia
– Donation Forms
– Event Forms
– Memorial & Tribute Forms
• Q & A

3. Introducing Kimbia & Beth Interactive

4. Taylor Shanklin
• aka “T-Shank”
• Sr. Manager, Product Marketing @
• Peer-to-Peer Fundraising Boss Lady
• Nonprofit tech nerd & writer
• Coffee, kids, wine
• @tshankcycles
• kimbia.com

5. Kimbia provides an all-in-one solution for...
Online Fundraising
Event Registration
Peer-to-Peer, Team & DIY Fundraising
Giving Days / Crowdfunding
Custom Forms

6. The Kimbia Solution
Embedded in an organization’s
existing website
• Enables branding control
• Increases donor conversion by
30% on average
Mobile-ready responsive
• No need for web APIs to
build / style
Social sharing integration
Works with client systems of choice:
• Integration ease using data APIs
• App on Salesforce AppXchange
Secure, PCI Level 1
compliant forms
£€
¥
$ Multi-Currency
Multi-Language
20+
Gateways

7. Beth Hatcher
• Founder and Principal of Beth Interactive Inc.
• Digital and healthcare marketing aficionado
• Passionate about building partnerships with our
clients
• International travel, languages, cooking, wine
(and mom to 1-year-old Iris)
• bethinteractive.com

8. Beth Interactive
• Digital strategy and consultation
• Email marketing
• Online philanthropy and fundraising
• Search engine optimization
• Web analytics, design, writing and management
SPECIALTIES
Digital marketing agency based in Chicago with more than 11 years’ experience working with
fundraising and healthcare organizations, hospitals and physician practices
STRENGTHS
• Focus on your brand, consumer experience and
measurable results with every project
• Exceptional project management
• Targeted copywriting
• Meticulous attention to detail
• Clear communication

9. 15 Nonprofits, 1 Platform, 3 People:
Unique Fundraising Made Uniquely Easy

10. Poll
How many of you have had...
• Difficulty setting up online registration for numerous events at the same time?
• Frustration with lack of brand consistency for your organization?
• Numerous people using your fundraising software differently?
• Women’s Board, Associates’ Board and Junior Board asking different demands of your team
at the same time?
So have we.

11. Background
• Beth Interactive is the digital marketing agency for the Foundation of one of America’s Top 10
Hospitals
• Provide digital marketing and philanthropy strategy/execution, form creation, email marketing
and website management
– External donor events and appeals
– Internal employee campaigns
– 14 Affiliated Organizations’ events
• Since 2014, Kimbia has been their fundraising platform for all donation and registration
forms—plus peer-to-peer fundraising campaigns

12. Before Kimbia
• Prior to Kimbia, the Foundation used a different online fundraising platform—but weren’t happy with the
product
– Cumbersome, inflexible interface on the back-end
– Outdated functionality, look and feel on the front-end
– Limited branding customization without professional design and coding expertise
– Non-customizable reporting tools
• This resulted in:
– Inconsistent development of donation, event, memorial/tribute forms and email acknowledgment
copy
– Multiple users struggling with the same product
– Time drain on the gift processing team due to troubleshooting inconsistent data fields
– Poor representation of the Foundation’s brand—and that of its parent Hospital

13. Transition to Kimbia
• In 2014, the Foundation decided to switch to Kimbia and asked Beth Interactive to handle the
transition because of our large-scale project expertise and project management skills
• Switching to Kimbia allowed us to rebuild the platform and forms from scratch—and do it the
right way
• We began by:
– Auditing all forms to determine which needed to be moved—and which were no longer
being used by donors
– Meeting with the database team
– Locating and cataloguing all visual assets
– Evaluating all website pages that needed updated links
– Defining a process for how to handle creation, approval and launch as efficiently as
possible

14. In less than three months,
we converted 87 forms for the Foundation...
FOUNDATION

15. ...and each of its 14 Affiliate Organizations
FOUNDATION
Affiliate
Organization
14
Affiliate
Organization
12
Affiliate
Organization
10
Affiliate
Organization
08
Affiliate
Organization
06
Affiliate
Organization
04
Affiliate
Organization
02
Affiliate
Organization
13
Affiliate
Organization
11
Affiliate
Organization
09
Affiliate
Organization
07
Affiliate
Organization
05
Affiliate
Organization
03
Affiliate
Organization
01
...with a team of just 3 people!

16. Form Transition Challenges
Creating form
templates with
standard
questions for ease
of replication
1
Writing similar
copy for the
Foundation and its
Affiliated
Organizations to
achieve brand and
tone consistency
2
Mapping all fields
to Raiser’s Edge
database for gift
processing team
3 4
Meeting the
disparate needs of
disparate groups
in a way that
could be
leveraged as a
long-term
investment

17. Goal of this Webinar
• How to maximize Kimbia’s flexible fundraising platform to meet the disparate needs of
corporate and partner organizations while maintaining brand consistency, streamlining the
user experience and benefiting from best practices
• Principles will apply to healthcare, nonprofits, chapters/affiliates and digital philanthropy
transitions across the board
• We’ll review:
1. Donation Forms
How We Leveraged Kimbia to Develop an Iterative Process
2. Event Forms
How We Reduced Long-term Time Investment by 84%
3. Memorial & Tribute Forms
How We Created 48:1 ROI!

18. Donation Forms
How We Leveraged Kimbia to Develop an Iterative Process

19. Step 1:
Define and use Hospital’s brand guidelines
• Centralized copywriting model—one group writing all copy
for consistent branding and terminology
• Used Hospital’s brand guidelines as a baseline:
– Times (8:00 a.m. vs. 8 am)
– Phone numbers (123-456-7890 vs. 123.456.7890)
– Healthcare vs. health care
• Developed our own standards:
– Introductory copy for donation and event forms
– Contact us information
• Each Affiliated Organization had its unique flair—but with a
strong overarching foundation of copywriting

20. Step 2:
Develop initial donation form
• Reworked the old donation forms to define a standard
template for all general donation forms in Kimbia
• Kimbia’s flexible question format allowed us to ask any
questions in any order
• Optimized layout for the page (two columns)

21. Step 2:
Develop initial donation form
• Reworked the old donation forms to create a standard
template for all general donation forms in Kimbia
• Kimbia’s flexible question format allowed us to ask any
questions in any order
• Optimized layout for the page (two columns)
• Used parent/child questions, which old system didn’t
offer, to shorten form
• Collaborated with database team to make sure all
standard questions are addressed

22. Step 2:
Develop initial donation form (continued)
• Consistency within forms:
– Pre-selected donation
amounts with ongoing
payment option

23. Step 2:
Develop initial donation form (continued)
• Consistency within forms:
– Pre-selected donation
amounts with ongoing
payment option
– General contact
information

24. Step 2:
Develop initial donation form (continued)
• Consistency within forms:
– Pre-selected donation
amounts with ongoing
payment option
– General contact
information
– Donor recognition and
matching gifts

25. Step 2:
Develop initial donation form (continued)
• Consistency within forms:
– Pre-selected donation
amounts with ongoing
payment option
– General contact
information
– Donor recognition and
matching gifts
– Tribute questions

26. Step 2:
Develop initial donation form (continued)
• Consistency within forms:
– Pre-selected donation
amounts with ongoing
payment option
– General contact
information
– Donor recognition and
matching gifts
– Tribute questions
– “Why did you give?”

27. Step 2:
Develop initial donation form (continued)
• Consistency within forms:
– Pre-selected donation
amounts with ongoing
payment option
– General contact
information
– Donor recognition and
matching gifts
– Tribute questions
– “Why did you give?”
– Email opt-in

28. Step 2:
Develop initial donation form (continued)
• Consistency within forms:
– Pre-selected donation
amounts with ongoing
payment option
– General contact
information
– Donor recognition and
matching gifts
– Tribute questions
– “Why did you give?”
– Email opt-in
– Mail-in gift option in
footer

29. Step 2:
Develop initial donation form (continued)
• Added reporting code structure for proper gift
processing disbursement
• Confirmed all field names with database team
for merge into Raiser’s Edge

30. Step 3:
Write consistent confirmation messages
• All messages followed hospital brand guidelines
and contained:
– Subject line and headline
– Introductory copy
– Body copy
– Tax-deductible information
– Contact information
– Sign-off

31. Step 4:
Develop consistent email branding

32. Step 5:
Create multiple campaigns and copy form template
• Kimbia allows each account to have multiple
campaigns
• We created a campaign for each Affiliated
Organization to group and track funds received
• Copied the donation form template into each
campaign and customized accordingly:
– CSS styling
– Specific copy and questions to each
Affiliated Organization

33. Step 6:
Launch on website
• Kimbia forms embed seamlessly within
websites and pick up styling of each site
• No need to design 15 themes for the
Foundation and each Affiliated
Organization!
Website
Kimbia Form

34. Step 6:
Launch on website

35. Step 7:
Set up global questions
• To iterate the process, we needed to make
sure additional standards were in place
• Kimbia’s global questions allow you to
create one question that can get added to
any form
• Changes to global questions then get
propagated across all forms

36. Step 7:
Set up global questions and section presets
• Kimbia’s section presets allow you to define
the standard questions you want to appear
when you create new forms:
– Donation forms
– Registration forms
– RFI (request for information) forms
• Helpful for teams with multiple users

37. Step 8:
Repeat, seek approval and document methodology
• We followed this process for the 87 forms created as
part of the initial transition—and 250 subsequent
forms developed since then
• Because of our templated approach, all forms—even
those for the Affiliated Organizations—were “pre-
approved” by the Foundation
• Review process included:
– Confirmation messages (on-screen confirmation
and email acknowledgment)
– Reporting codes
• We created an internal checklist and shared it with
the event team to capture consistent information
across all campaigns

38. Results
• Foundation was happy—87 forms launched in three months with brand consistency!
• Affiliated Organizations were happy—their unique brands and personality were reflected
within our forms’ consistent framework
• We invested a lot of time creating this foundation for future campaigns
How has this investment paid off long-term?

39. Event Forms
How We Reduced Long-term Time Investment by 84%

40. Fundraising Events
• The Foundation and its Affiliated Organizations hold 50 events each
year, plus many peer-to-peer fundraising events and internal
campaigns
• For most fundraising events, we build:
– Registration form
– Donation form
– Sponsorship form
• We are able to leverage our initial work building these forms in
Kimbia—but each event has its unique needs
50 ANNUAL
EVENTS!

41. United Way Golf Outing
• Annual golf outing hosts 220 golfers each fall
• Web page uses Kimbia’s form chooser widget to toggle
between registration, donation and sponsorship forms

42. United Way Golf Outing
• Annual golf outing hosts 220 golfers each fall
• Web page uses Kimbia’s form chooser widget to toggle
between registration, donation and sponsorship forms
• Registration page needed individual tickets, foursome tickets
and mulligans
• For Year 1 of each event, we spend extra time getting the forms
just right
• Now, for Year 2 (and beyond), we can leverage that initial work
done

43. Launching Annual Fundraising Events in Year 2+
Copy previous
registration, donation
and sponsorship forms
in Kimbia
1
Update date, time,
location and cost
(as necessary)
2 Update confirmation
messaging
(on-screen and email
acknowledgment)
3
Add new reporting
codes from Database
team
4 Embed on website
5 Pull confirmation
messages for
Foundation and A/O
approval
6 Launch!
7
Events team even
sends us edits based
on last year’s
confirmation messages
to streamline
efficiency!

44. Results:
United Way Golf Outing Time Investment
• How much time did we spent creating forms for the United Way Golf Outing?
2014:
19.25 hours
2015:
7.75 hours
2016:
3.00 hours
Time/cost efficiencies mean we focus more on email promotion!

45. Results:
Yearly Fundraising Events Time Investment
Over two years—a time and cost reduction of 84%!
3.25
5.75
8
2.25
9.5
12.25
3.5
5.25
13.5
3
7.75
19.25
0 5 10 15 20 25
2016
2015
2014
HOURS
United Way Golf Outing Smoking Cessation Last Call for Fall Breaststroke 4 Breast Cancer

46. Memorial & Tribute Forms
How We Created 48:1 ROI!

47. Case Study:
Memorial & Tribute Pages
• Hospitals have a need to create “In Memory of” and
“In Honor of” pages for grateful patients and families
• Pages need to be launched quickly due to obituaries
and ideal benefactor relations
• We developed a consistent template for memorial
and tribute pages to make set-up easy and efficient
• Donation form is embedded within the memorial
page—no additional clicks to give

48. Memorial & Tribute Form Template
• Variable items:
– Name
– Photo
– Introductory copy
– Designation
– Recipient family
– Reporting codes
• Everything else follows
our standard template
Web Page Email Acknowledgment

49. Memorial & Tribute Web Page Templates
• Created several web page templates based on information provided by family
No photo, minimal text 1 photo, medium text 2-4 photos, heavy text

50. Results:
Memorial & Tribute Forms
• One business day turnaround for new forms—usually less than 30 minutes!
• Excellent service to grateful patients and families
• Created 60 forms in two years, which have received gifts from 830 donors
• On average, each donation form that’s visited receives:
AVERAGE #
OF GIFTS:
24
AVERAGE
GIFT:
$118
AVERAGE
TRIBUTE:
$2,982
48:1 ROI!

51. Check your inbox for the slides, recorded webinar and Best Practices
tip sheet.
To find out how your organization can create 300 forms and generate
30,000 transactions with a small team, contact us!
Beth Hatcher
773.332.4022
beth@bethinteractive.com
Thank you!
Taylor Shanklin
512.222.4219
taylor@kimbia.com
#KimbiaWebinars @KimbiaInc

52. Q & A