New Internet Tools Help Nonprofits Uncover Hidden Trends in Constituent Behavior for Improving Campaign Planning and Effectiveness

Convio Advanced Analytics™ Raises Standard for Assessing Supporters' Donation and Advocacy Patterns; Also Measures Nature and Level of Engagement

(Austin, April 15, 2002) Convio -- the leading provider of online Constituent Relationship Management (CRM) software for nonprofits -- today announced June availability of a new standard-setting product to help organizations better understand how constituents interact with them as well as how their online campaigns are performing. This intelligence is key for developing more effective campaigns for Internet fundraising, marketing, advocacy, volunteer recruitment, constituent retention and more. Convio Advanced AnalyticsTM provides tools for a nonprofit to consolidate the data it collects about constituents' online interactions with the organization and then "slice" it according to a variety of criteria for identifying important behavioral trends and patterns. Development, marketing and advocacy staff can then use this information to plan more effective programs and activities, and more accurately target the right constituents. Convio's latest product offering will enable nonprofits to easily determine which: online activities elicit the best responses; campaigns drive the most successful results; constituents are likely to respond to which online appeals, and in what ways; and supporters are at risk of not renewing.

"Convio Advanced Analytics brings the power of for-profit-class marketing analysis tools to the nonprofit sector. For the first time, nonprofits will be able to optimize online campaign effectiveness by identifying the best prospects for acquisition, cross-marketing, or growth as well as those supporters at risk of not renewing," said Vinay Bhagat, founder and CEO of Convio. "An organization that knows what works the best with each group of constituents can shift budget, manpower and other resources away from low return-on-investment campaigns and into campaigns that are more productive -- that attract more constituents, stimulate more giving, trigger more activism and recruit more volunteers. Convio's suite of applications enables any nonprofit to collect a wealth of information about constituents including their interests and behavior. Convio Advanced Analytics then lets an organization analyze and make inferences from the data to significantly improve marketing effectiveness."

A nonprofit can use Convio Advanced Analytics to:

Determine which activities spark the best constituent response through tracking, cross-referencing and segmenting data on marketing, advocacy or fundraising initiatives. For example, the software can instantly categorize donations or action alert responses from the past 30 days according to source, geography, giving or advocacy history, plus other criteria, and then base future efforts on what worked before as well as what kinds of constituents are most likely to respond.
Compare the results of different fundraising, advocacy and email campaigns against each other in order to find out which campaigns had the best results, which tactics and practices produced those results and which ones to use in the future.
Target fundraising appeals more accurately. Convio Analytics automatically groups online constituents into different categories based on different giving behaviors -- such as total giving, most recent donation and frequency of giving -- for easily figuring out who to target for specific levels of giving.
Segment constituents by engagement. Convio analyzes Web site visits, email responses, donations, responses to action alert and other interactions to measure constituents' level of involvement in various activities. This lets an organization track constituents' involvement over time, identify those who interact frequently online but haven't donated or taken other action; spot cross-marketing opportunities, for example, with frequent advocacy respondents who may be potential donors; and monitor the ongoing engagement of current supporters to assess and control renewal or growth propensity.

About Convio

Austin-based Convio is the leading online Constituent Relationship Management company serving the nonprofit sector. Convio's mission is to increase the effectiveness of how nonprofit organizations attract, engage and retain constituents to provide funding and other forms of support. The Convio software solution consists of five product suites: eFundraising, eMarketing, Advocacy, Web Content and the Constituent Center database. Using Convio, nonprofits can: send targeted, personalized email communications; conduct fund raising, membership and advocacy campaigns; publish personalized and fresh Web content; manage registrations, RSVPs, ticket sales and other event logistics; tap volunteers and their personal networks for campaigns; track constituent interactions; and connect online systems to off-line donor databases. The Convio platform automatically shares data among all five product suites, giving nonprofits a unified view of each constituent so staff can engage in more personalized and targeted marketing. Convio also provides consulting services to help nonprofits adopt online marketing best practices.

Convio's clients include Easter Seals, The American Society for the Prevention of Cruelty to Animals, The Susan G. Komen Breast Cancer Foundation, Planned Parenthood Federation of America, Devereux Foundation, Hillel: The Foundation for Jewish Campus Life, Carnegie Museums of Pittsburgh, American Lung Association of Texas, National Foundation for Cancer Research and KCET (PBS, Los Angeles). For more information, please visit www.convio.com.