June 2003 - Issue 18

Osteogenesis Imperfecta Foundation Improves Awareness, Services and Marketing Efficiency With the Internet

Overview
The Osteogenesis Imperfecta Foundation (OI Foundation, http://www.oif.org/) is the only voluntary national health organization dedicated to helping people cope with the problems associated with osteogenesis imperfecta (OI). OI is a genetic disorder, characterized by bones that are brittle and break easily.

The OI Foundation's mission is to improve the quality of life for people affected by OI through research to find treatments and a cure, education, awareness, and mutual support. Every month, the foundation responds to more than 600 inquiries about OI, providing fact sheets, books, cassettes, videos, referrals to support groups and OI clinics, and one-on-one support from trained resource specialists.

Challenge
Since its founding in 1970, the OI Foundation has provided support to people with OI. But, both the medical community and even people who have the disorder do not know much about OI, so identifying and supporting those affected by the genetic condition has been a challenge.

The OI Foundation realized that the Internet could be a powerful, cost-effective vehicle for reaching out to new and existing constituents, delivering information and resources, building a community and offering ways to support the organization. But, the group faced significant challenges because it:

• Had a static Web site that was not easy to modify. With seven employees, the group had limited human resources for updating information, making Web site improvements or managing technology. As a result, the organization had few return visitors to its site.
  
  
• Lacked online tools for marketing or fundraising, so reaching new constituents and pushing information to existing constituents was a costly, manual task.
  
  
• Did not offer a way for people affected by OI to easily communicate with each other, share experiences or help drive support for the foundation, making it difficult for the organization to create community or reach other potential constituents by word-of-mouth.

Solution
The OI Foundation chose Convio for an online Constituent Relationship Management (eCRM) solution that includes tools for Web content management, online fundraising and marketing, event management and external communications. Convio now powers the organization’s 180-page Web site a critical connection between the foundation and its constituents that provides visitors with continuously updated resources, and integrates with the group’s chat and bulletin board features.

Convio allows the foundation to personalize its Web site experience by recognizing and greeting registered visitors by name.  The foundation can use online surveys to collect information from site visitors and deliver content that matches their interests. Because Convio does not require technical knowledge, one person is now able to update the site regularly a key factor in the OI Foundation’s decision to use Convio.

In addition, the OI Foundation uses Convio to manage event RSVPs and ticketing online, and post calendars of events ranging from regional fundraisers to online chat sessions.  The OI Foundation also uses Convio so support group leaders and other participants across the country can publicize their events.

With Convio, the OI Foundation conducts email marketing and fundraising campaigns, sends email updates and monthly email news bulletins, and includes Convio-powered “tell-a-friend” links to spread the word about the organization. These capabilities have allowed the OI Foundation to create a grassroots outreach program. Now, the group says, its members are doing what it could not easily do itself get the word out to raise awareness.

OIF uses Convio to send monthly email news bulletins with
“tell-a-friend” links to help spread the word about
the organization and its Web site.

Because Convio manages the technology, the OI Foundation benefits from an integrated online solution without the headache of maintaining applications and servers. A small organization, the foundation now leaves installation and maintenance of its online tools to technology professionals while foundation staff members focus on using these tools for more effective communication with its constituents.

Results
The OI Foundation is meeting its original goal for using Convio: improving online services. Moreover, the foundation broke even on its investment through increased online donations and a reduction in paper-based mailings. With Convio’s integrated software solution, the foundation has increased its Web site traffic, built stronger relationships with constituents, improved its level of support for those affected by OI and boosted its online donations:

• Increased Outreach -- Using Convio to spread the word through emails, online newsletters and “tell-a-friend” capabilities, the foundation’s Web site visitors have grown more than 250 percent, from 9,850 per month to 35,325 per month.  The foundation was pleasantly surprised when it posted and promoted an online directory of clinics experienced in working with OI patients. The success of the online directory stimulated requests from additional clinics serving the OI community for inclusion in the directory and on the Web site. As a result, the listing grew by 25 percent.
  
  
• Improved Services -- Since the OI Foundation began using Convio, more constituents are getting information about OI from the Web site rather than calling or emailing foundation staff members. Foundation staff members now have more time to develop new, informational material and give one-on-one support to constituents who have more complex needs. The group has improved the quality of its support for people affected by OI without spending more money or adding more staff members.
  
  
• Increased Donations, Reduced Costs -- After only a year of using Convio, the OI Foundation’s online donations and sales have equaled about half of the Convio licensing fee.  Also, because Web site visitors can get information with just a few clicks online, the foundation has significantly reduced the time and money spent assembling and mailing information packets. The group now sends about one-third of the paper-based mailings it used to send.
  
  
• Comprehensive Online Strategy -- With Convio, the OI Foundation designs its products and resources with cost-effective online marketing in mind. Before, the Web site was simply a place to advertise the foundation. Now, the Internet is an integral part of the foundation’s strategy. For example, the group now maintains frequent communication with constituents through emails and monthly, online newsletters.  Every time the foundation creates a new fact sheet, the group considers how it will be promoted through the Web site and email marketing to ensure constituents get the newly published information.