eTapestry assists nonprofit with Web, concert ticket purchases, online giving

Donor information was disappearing. Some was lost in an Access database developed in 1995 that no one really knew how to use anymore. Donors were listed in an Excel spreadsheet that was never quite up to date.

Such was the situation facing Paul Feeney—then development director for the Columbus Gay Men’s Chorus—in early 2005.

In addition to not having an efficient way to track donors, the nonprofit was also unable to pull reports and run queries to research key aspects of its marketing efforts to discover what worked.

Feeney knew he had to find a solution that would allow the all-volunteer organization to easily enter and pull donor data. Michael Wachter, the chorus’ marketing director, also saw the search for a new solution as an opportunity to integrate more functions and assist in the marketing of the nonprofit.

Neither wanted a system that was locked into a specific computer or only available to a few people at a time.

"We needed access anytime and anywhere," Wachter said.

Once they determined they needed a system that provided the accessibility of Web-based technology, eTapestry immediately rose to the top of the list as the best Web-based donor management database.

"We latched on to the fact that eTapestry was born as a hosted service," said Feeney, who now serves as president for the nonprofit. "Other systems seemed like software packages that were adapted for the Web."

Another plus was that eTapestry also had the ability to create a Web site for the chorus. And, the chorus Web site could be set up for e-commerce, which would allow for online donations and online purchases of performance tickets. Information for both types of transactions would be funneled back to the eTapestry database and securely stored.

"eTapestry offers tools and applications to track volunteers, donors and ticket buyers through one system," Wachter said. "It's definitely one-stop shopping."

The chorus took immediately advantage of eTapestry's Web abilities by purchasing Web site design and e-commerce functions.

About 40 percent of the chorus' season tickets were sold via the Web this season, with season ticket holders' 2006 purchases up 15 percent over 2005 purchases. Customers also appreciated lower ticket prices because they didn’t have to pay markup expenses from a third-party vendor. Because of the response rate, the chorus will move individual ticket sales to the Web for its next season, Wachter said.

Wachter knows eTapestry's electronic communication abilities are impacting the chorus because Web traffic spikes every time he distributes an e-newsletter, embedded with Web site links, to the chorus' mailing list.

By using eTapestry's enhanced graphics e-mail capability, Wachter is able to bring in chorus images from other promotional material to reinforce the chorus' messages to its target audiences. For example, an ad promoting the group's 70s concert featured a disco ball that was also used in a card delivered through the postal service and in the e-newsletter.

"The e-newsletter is an inexpensive way to give coherency and consistency to our marketing campaign," Wachter said.

In addition to marketing benefits, both Feeney and Wachter were looking for a system supported by helpful employees.

Wachter, who works in marketing in the for-profit world, had first-hand knowledge of the range of possibilities that exist for customer support.

"I have helped purchase systems for nonprofits and businesses. Good support is always an issue," Wachter said. "When I have to call the help desk, is someone actually going to answer the phone?"

Feeney and Wachter said they have been extremely pleased with eTapestry's high level of support and response time.

"I had plenty of silly questions and they were always great with me," Feeney said. "Typically, I experience no holding on a call and they are responsive to e-mail questions."

About eTapestry
Founded in 1999, Indianapolis-based eTapestry is the first Web-based donor database and communications management system that rents its software to customers who access it over the Internet. eTapestry serves more than 5,000 nonprofit organizations of all types and sizes that do not pay the large upfront purchasing costs or the ongoing maintenance and support contracts typically paid in the purchase of more traditional software. For more information, go to www.eTapestry.com.