Presented at the 2010 NTEN NTC. This session, led by Blackbaud’s Steve MacLaughlin, will explore common benchmarks for how nonprofit organizations should be performing compared to other organizations when it comes to online fundraising. This session will cover common online fundraising metrics, benchmarks, and how to set goals to improve future performance.

1. Blackbaud
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Online Fundraising
Benchmarks & Metrics
Steve MacLaughlin - Director, Internet Solutions
www.blackbaud.com/connections
© 2010 Blackbaud

2. Blackbaud
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Internet Management
for Nonprofits
27 nonprofit experts
AFP Fund Development Series
Buy your copy now
© 2010 Blackbaud

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The Agenda
Online Giving Universe
Online / Offline Giving Trends
Online Fundraising Growth
Online Giving Benchmarks
Major Giving Trends
Other Online Giving Trends
Q&A
© 2010 Blackbaud

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There is math in this presentation
© 2010 Blackbaud

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Sample Size
– Refers to the number of participants or items in a study
– Ex: N = 2,207 n = 1,454
Average
– Refers to a single number that is meant to typify a list of
numbers.
– Ex: 65, 61, 58, 58, 55, 55, 55, 50, 50, 35 | Average = 54.20
Median
– Refers to the middle number separating the higher half of a
sample from the lower half.
– Ex: 200, 150, 150, 125, 110, 110, 100 | Median = 125
© 2010 Blackbaud

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Did you know?
5% of all US giving is from online channels
30% of online giving happens in December
33% of online donors switch to become offline donors
$144.72 was the average online gift in 2009
© 2010 Blackbaud

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Are you
counting
or are you
measuring?
© 2010 Blackbaud

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Counting is
always
successful.
Measuring is
not.
© 2010 Blackbaud

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Online Giving Universe
© 2010 Blackbaud

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Donor Focus Organization Focus
External Website
Visa
Mission Giving Donation
Fish Gateway Widgets
Facebook
Network Causes Nonprofit
for Good Central
Friends Donation
Donor Campaign
Asking Forms
Portal Micro
Internal Website
Friends Sites
Employee Event Membership
Gift
Giving Forms Forms
Catalogs
Portal
© 2010 Blackbaud

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Online / Offline Giving Trends
© 2010 Blackbaud

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2008 donorCentrics Internet Giving
Collaborative Benchmarking Analysis
24 large direct marketing organizations.
Aggregate of 9.5 million donors, $750 million in revenue.
Gifts above $5,000 were excluded.
© 2010 Blackbaud

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Online donors are younger than traditional donors
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
© 2010 Blackbaud

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Online donors have higher incomes than offline donors
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
© 2010 Blackbaud

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The Internet is a significant source of new donors
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
© 2010 Blackbaud

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Online donors switch channels. Offline donors do not.
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
© 2010 Blackbaud

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Online donors are not as loyal as offline donors
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
© 2010 Blackbaud

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Multichannel donors are more valuable donors
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
© 2010 Blackbaud

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Online Fundraising Growth
© 2010 Blackbaud

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2008 Total US Fundraising
$292.23 Billion
Offline
$15.42 Billion
Online
Source: Giving USA, Blackbaud
© 2010 Blackbaud

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Total US Fundraising
$320,000,000,000
$240,000,000,000
$160,000,000,000
$80,000,000,000
$0
2001 2002 2003 2004 2005 2006 2007 2008
$246B $245B $243B $245B $283B $295B $314B $307B
Source: Giving USA
© 2010 Blackbaud

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Total US Online Fundraising
20,000,000,000
15,000,000,000
10,000,000,000
5,000,000,000
0
2001 2002 2003 2004 2005 2006 2007 2008
$550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B
Source: ePhilanthropy Foundation, Blackbaud
© 2010 Blackbaud

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39 Month Trend
Source: Blackbaud
© 2010 Blackbaud

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2009 Online Giving Trends
Blackbaud analyzed data from ~2,300 nonprofits
This represents the largest and most comprehensive
study ever done in the nonprofit sector
Online recurring gifts and pledges were excluded as
well as outlier gifts and growth rates
Source: Blackbaud
© 2010 Blackbaud

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2009 Online Giving Trends
Online revenue grew 46% in 2009
December online revenue grew 32% in 2009
May online revenue grew 66% in 2009
Source: Blackbaud
© 2010 Blackbaud

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2009 Online Giving Trends
30% of online revenue was processed in December
46% of online revenue was processed in the last three
months of the year
Online transaction volume grew 74% YOY in the first
three months of the year
Source: Blackbaud
© 2010 Blackbaud

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Online Giving Benchmarks
© 2010 Blackbaud

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You, Me, and the Bear
© 2010 Blackbaud

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Year Over Year Growth
Blackbaud analyzed ~1,700 nonprofits with YOY data
65% of nonprofits had positive YOY growth
The median YOY growth rate was 21%
Source: Blackbaud
© 2010 Blackbaud

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Year Over Year Growth
Amount Raised Online YOY Growth Rate
$1,000,000 + 35%
$500,000 - $999,999 19%
$100,000 - $499,999 28%
$50,000 - $99,000 13%
$10,000 - $49,999 3%
All Organizations 21%
Source: Blackbaud
© 2010 Blackbaud

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2009 Average Gift Trends
Business / Corporations $194.05
Cultural $112.47
Family / Human Services $154.13
Foundations $209.53
Healthcare $95.21
Hospitals $120.16
Higher Education $204.05
Independent Schools $371.62
Other $110.04
Recreational / Social $134.31
Religious $196.44
All Organizations $144.72
Source: Blackbaud
© 2010 Blackbaud

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Online Major Gift Trends
Source: Blackbaud
© 2010 Blackbaud

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2009 Online Major Giving
77% of nonprofits had at least one gift ≥$1000
Largest online gift was $60,000
Median online major gift was $3,500
Source: Blackbaud
© 2010 Blackbaud

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2009 Online Major Giving
17%
$1,000
00
9% $60,0
$5, 18%
001 1-
- $1 0,00
0,0 $1
00
20% 36%
$5,000 $1,001 - $4,999
Source: Blackbaud
© 2010 Blackbaud

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Event Fundraising Trends
© 2010 Blackbaud

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Event Fundraising Trends
16% of event fundraisers send emails
57% click-through rate on event fundraiser emails
25% of event fundraiser emails results in a transaction
Online participants raise 6x offline participants
Source: Blackbaud
© 2010 Blackbaud

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Independent Fundraising Event Benchmarks
Benchmark Estimated Value
Event Cost Per
$0.10 to $0.15 per dollar raised
Dollar Raised
Average Online Gift Size $92.82
Number of Online Gifts
6.6 gifts per participant
Per Participant
Online Amount Raised
$611.66
Per Participant
Source: Blackbaud, Event 360
© 2010 Blackbaud

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Haiti Earthquake
© 2010 Blackbaud

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© 2010 Blackbaud

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Source: Blackbaud
© 2010 Blackbaud

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What should orgs be raising?
© 2010 Blackbaud

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Where do you fit in?
© 2010 Blackbaud

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Source: The Chronicle of Philanthropy
© 2010 Blackbaud

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Source: The Chronicle of Philanthropy
© 2010 Blackbaud

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Source: The Chronicle of Philanthropy
© 2010 Blackbaud

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© 2010 Blackbaud

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Thank You
Steve MacLaughlin
Director, Internet Solutions
steve.maclaughlin@blackbaud.com
Twitter: smaclaughlin
Blog: www.blackbaud.com/connections
© 2010 Blackbaud