January/February 2004

Jewish National Fund Improves Outreach, Raises More Than $1 Million Online in 2004

Overview
Jewish National Fund (http://www.jnf.org/) is a nonprofit organization founded in 1901 to serve as caretaker of the land of Israel on behalf of its owners -- Jewish people everywhere. Over the past century, JNF has planted more than 240 million trees, built more than 150 dams and reservoirs, developed more than 250,000 acres of land, created more than 450 parks and educated students around the world about Israel and the environment.

Challenge
Jewish National Fund (JNF) has several ongoing fundraising campaigns that give supporters a variety of opportunities to purchase products, including Bar and Bat Mitzvah invitations, tree certificates -- where a tree is planted in Israel in honor or memory of someone, and water greeting cards and certificates -- where proceeds go to increasing Israel's water resources. When the organization decided to use the Internet to improve outreach to new and existing constituents as well as add online functionality to existing programs, it had several considerations:

• JNF was frustrated with the ineffectiveness of working with multiple software vendors whose solutions were not integrated. Adding functionality to its online programs was daunting. The group needed an integrated online solution that staff members could administer themselves.
  
  
• With only one staff member dedicated to online initiatives, JNF needed an easy-to-use, Web-based software solution.
  
  
• Because JNF had multiple online and offline campaigns, the group needed an online solution that would integrate with offline databases for a complete view of its constituents and more coordinated communications.
  
  
• JNF needed a solution for sending regular email communications, connecting online and offline databases and quickly adding campaigns and Web site content. The solution also needed to enable donors to register for trips and missions. In addition, the group needed insight into email and Web page click-through rates and other metrics to judge campaign effectiveness and content interest, and also improve future communications.

Solution
JNF chose Convio®, which includes software and services for Web content management, online fundraising and marketing, events and external communications. A key consideration was Convio's ability to synchronize data collected online through Convio with JNF's offline donor database, PledgeMaker, for a more complete view of its constituents.

JNF uses Convio to power its 500-page Web site, which has grown by 400 pages since the organization started using Convio. Because using Convio does not require technical knowledge, one person is able to update and grow the site. The group now manages a more sophisticated site and easily adds product lines to its online store. Before implementing Convio, JNF had just three tree certificates on its Web site. Now, the group has 20 products including 10 tree certificates.

With Convio, JNF has implemented a new program related to tree sales. The group has used Convio Rewards to develop the E-Z Tree^TM program, which allows constituents to accrue points for contributions and redeem them for discounts on future product purchases. For example, if a constituent contributes $100 into an E-Z Tree account and receives 10 points, he can use those points later toward 10 tree certificates, which otherwise would cost $180. JNF also has customized its Web site to recognize E-Z Tree members and display their individual account balances while notifying them if the balances are low and need replenishing.

Fig. 1: Using Convio, JNF adds products to its online store and has created a program that allows visitors to accrue points and redeem them for discounts on future product purchases.

Fig. 2: JNF sends frequent email newsletters and solicitation emails to stay in touch with its supporters.

JNF also uses Convio's reporting capabilities to analyze email and Web page click-through rates, determine constituent interests and measure which programs are most successful. Additionally, Convio's reporting capabilities enable JNF to determine that visitors are staying on its Web site about 10 times longer than prior to implementing Convio.

Results
With Convio, JNF has increased its Web site traffic, built stronger relationships with constituents and boosted online donations -- all with an integrated software solution:

• Improved outreach -- Within 11 months, JNF grew its email file more than 108 percent -- from 48,000 to 100,000 contacts. JNF also became the first Jewish nonprofit to localize more than 30 regional monthly email newsletters. Although every regional email newsletter contains 90 percent of the same information, each has a picture of and is signed by that region's president and incorporates regional news and upcoming event information. JNF is able to track response and click-through rates on email newsletters and solicitation emails to analyze their effectiveness and improve future communications. Plus, by easily managing its Web site and continuously updating content, JNF now has five times more site visits.
  
  
• Increased donations -- Using Convio to improve its online store and email campaigns, JNF raised $1.1 million online in 11 months in 2003, becoming the first Jewish philanthropy organization to raise more than $1 million online in a single year.
  
  
• Integrated solution -- JNF now has an integrated solution that houses all data about constituents' online interactions in one database. Additionally, the group synchronizes its online data with offline data sources -- including its donor database -- for a complete view of all constituent interactions.