The State of Online Fundraising reviews research done around online/offline donors, trends around gift sizes and patterns, the growth of larger online gifts, benchmarks for your online giving programs, and more. You will gain valuable insights about online giving from across many nonprofit organizations. Presented by Steve MacLaughlin, Director - Internet Solutions, Blackbaud
2. Introduction 12+ years experience building successful online initiatives with Fortune 500 firms, government and educationalinstitutions, and nonprofit organizations across the world. Frequent speaker at nonprofit conferences such as AFP, AHP, CASE, IoF, NAIS, DMFA, CAISAP, NTEN, etc. Serves on the Board of Directors of NTEN Contributing author in People to People Fundraising: Social Networking and Web 2.0 for Charities and working on a new book. Read my blog at: www.blackbaud.com/connections Follow me on Twitter: smaclaughlin
3. The Hidden Agenda The Market is Noisy Agenda Online Giving Universe Online Fundraising Growth Online / Offline Giving Trends Major Giving Trends Event Fundraising Trends Online Giving Benchmarks Q & A
6. The Market is Noisy What if I told you… 5% of all US giving in 2008 came from online channels. Online fundraising revenue grew 44% in 2008. 33% of online donors switch to become offline donors, compared to just 3% of offline donors who switch. Event fundraising emails have a 57% click-through rate. Online giving is influenced by a lot of non-tech factors.
7. Online Giving Universe EventRegistrations AmEx GivingExpress MembershipForms CampaignMicro Sites Network for Good Mission Fish FacebookCauses Donor Portal Friends Asking Friends DonationWidgets DonationForms Gift Catalogs Employee GivingPortal NonprofitCentral Donor Focus Organization Focus Internal Websites External Websites
22. 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis 24 Large direct marketing organizations. Amnesty International CARE Defenders of Wildlife Doctors Without Borders Earthjustice Environmental Defense Fund Mercy Corps National Multiple Sclerosis Society Save the Children Sierra Club Special Olympics Self-selected group of participants with interest in online giving. Aggregate of 9.5 million donors, $750 million in revenue for most recent 12 mos. Direct marketing giving which is consists primarily of direct mail, with online, telemarketing, and other direct marketing sources included. With few exceptions, no large scale event giving. Gifts above $5,000 are excluded.
23. Online donors are much younger than traditional, primarily direct mail donors. Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis, Target Analytics
24. Online donors have higher incomes than traditional, primarily direct mail donors. Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis, Target Analytics
25. Over the past several years, the internet has become an increasingly significant source of new donor acquisition. Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis, Target Analytics
26. Large numbers of online donors migrate away from online or email giving and to other sources, primarily direct mail. Direct mail donors rarely switch channels to become online donors. Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis, Target Analytics
27. Online is a good acquisition source but has poor long-term donor retention Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis, Target Analytics
28. Donors from multiple-channels have better loyalty and larger lifetime values Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis, Target Analytics
38. 25% of event fundraiser emails result in a transaction
39. Online participants raise six times that of offline participantsBlackbaud’s analysis of 370 events using Facebook and Twitter integration: * Participants that have sent at least one message * * Average of 120 Friends for Facebook & 70 Followers for Twitter Source: Blackbaud
59. The Market is Noisy Closing Thoughts Online giving isn’t just a fad – and it is still growing! Multi-channel is the key to long-term donor retention. Event fundraising has its own set of giving trends. Goal setting and measuring your results is critical to success. Look for more online giving insights in early 2009!
60. The Market is Noisy Want to learn more? Be sure to check out…. My Blog www.blackbaud.com/connections Blackbaud Internet Resources www.blackbaud.com/internetresources NTEN www.nten.org