1. K I C K O F F 2 0 1 4 W I T H A S T R AT E G I C O N L I N E
FUNDRAISING PROGRAM
DECEMBER 18, 2013
12/19/2013
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2. Danielle Johnson Vermenton
Sr. Interactive Consultant
Go! Team
• Former nonprofit fundraiser
• Lives in Atlanta, GA
• If I weren’t doing this I would
be a chef
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3. TODAY’S TOPICS
What is today’s online fundraising landscape
It’s alive!! Or is it?
Ready, Set, Go!
The proof is in the numbers
Of course we’ll have Q&A
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4. NO END IN SIGHT TO GROWTH
12 months of double digit growth
in online giving from 2500 orgs
And…the Luminate Online Marketing Benchmark Study has
seen double-digit growth in online giving for the past 3 years!
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5. ONLINE MARKETING BENCHMARK BACKS IT UP
US HIGHLIGHTS
•
Sustainer growth 27%
•
Sustainer growth 30%
•
Repeat fundraising growth 20%
•
Repeat fundraising growth 20%
•
Email file growth over 12%
•
Email file growth was almost 17%
•
Average online donation $89
•
Average online donation $85
•
Value of email $13
•
Value of email $15
•
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CANADIAN HIGHLIGHTS
14.34% open rates
•
22.98% open rates
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6. A R E Y O U T H E I R FAV O R I T E C H A R I T Y ?
Donors prefer to
spread the word
by email,
Facebook and in
person
More than ½ of
donors received
information from
their favorite
charity’s
website and by
email
NTEN Donor Engagement Benchmark Study 2012
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7. American Giving
Baby Boomers give 43% of total giving in the US
More Gen X & Y reported giving online vs postal mail in the past 2 years
42% of Boomers say they give online, less than direct mail
Gen X & Y want to know how they’re money is making an impact
12/19/2013 interactive version: http://www.blackbaud.com/NextGenGraphic
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8. Canadian Giving
Strong majority of Canadians say they have made some sort of donation
Most donors don’t plan to expand their giving in the coming year
Generation X is catching up to Boomers in influence and giving
Multichannel is the new normal, but the mix varies from gen to gen
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9. EMAIL IS KING
It isn’t going away
It converts higher than social
Growing donor preference
It’s personal & timely
Direct mail isn’t dead, but…
Sources:
Converts Higher http://social.razoo.com/2011/10/email-fundraising-is-still-king/
Growing Preference: NTEN Donor Engagement Benchmark Study 2012
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10. My email is alive!
Or is it ?
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11. How does your online program stack up?
donation form is optimized for conversion
have eNews sign-up on website
accept monthly gifts
send monthly online communications
welcome series for new subscribers
in-house design resources
multi-part integrated fundraising campaigns
software can segment, target and automate campaigns
30% housefile and online revenue growth
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12. EPHILANTHROPY
IS YOUR ANNUAL FUND PIPELINE
Middle &
Major Gifts
Sustained
Giving
Grants &
Foundation
Direct Mail
Online
&
Social
Special
Events
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Corporate
Giving
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Planned
Giving

13. Where do you begin?
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14. +
Accomplished over 12 months
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15. Content
Management
Email
Marketing
Donation
Management
Reporting &
Analytics
Event
Fundraising
eCommerce
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Automation
Segmentation
Testing

16. Industry
Leading
Software
Group
Strategy &
Consulting
Set up &
Implementation
Bi
Tool
Weekly
Training
Calls
Best
Practices
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Go! Essentials
Production
Services
Coaching
&
Feedback
Four email
Campaigns
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Client
Forum
Analytics

17. Welcome
Series
eNews and
eCards
End of
Year
Ongoing Tools Training, Client Forum & Support
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Sustained
Giving
Housefile
Building

18. Challenges
• Using 3 vendors/software for
online marketing & fundraising
• Email system did not allow for
easy email acquisition
• No inhouse design resources
• Losing money on monthly giving
• Limited staff knowledge
What appealed to us was the fact that we would
receive one year of training with setting up
templates for emails, enewsletters, donation forms
that could be used going forward. It was a long
learning curve, but the results were worth it.
– Chris Schwartz, Director of Development
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19. Challenges
•
•
•
•
Small housefile
No frills website
Limited in-house design services
Small volunteer team
redesigned their website
added interactive functionality
improved communication
increased overall donations
Grew housefile by 66%
Grew fundraising by 229%
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20. GO! FUNDRAISING RESULTS
Industry benchmark 12%
Industry benchmark 11%
GROWTH IN FUNDRAISING YEAR TWO 42%
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21. Content
Management
Email
Marketing
Automation
Segmentation
Testing
Donation
Management
Website
Direct Mail
Major Gifts
Volunteers
Corporate Giving
Marketing & PR
Foundation/Grants
Special Events
Social Media
Reporting &
Analytics
Event
Fundraising
eCommerce
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22. Questions
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