5 BIGGEST TRENDS IN ONLINE FUNDRAISING

© 2013 Blackbaud

Steve MacLaughlin Director, Idea LabBlackbaud

@smaclaughlinwww.npengage.com

steve.maclaughlin@blackbaud.com

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About Me

‣ Director - Idea Lab at Blackbaud

‣ NTEN Board of Directors

‣ Quoted by The New York Times, The Washington Post, The Los Angeles Times, USA Today, and appeared on National Public Radio

‣ Editor and contributing author of the book Internet Management for Nonprofits

‣ @smaclaughlin

‣ www.npengage.com

© 2013 Blackbaud

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Trend #1

Online Giving Returned to Double-Digit Growth in 2012

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2012 CHARITABLE GIVING REPORT

‣ 3,144 nonprofit organizations and $7.9 billion in total fundraising

‣ 2,581 nonprofits and $512 million in online fundraising

‣ Analysis by size and sector

‣ Interviews with nonprofit experts across 8 sectors

‣ www.blackbaud.com/charitablegiving

© 2013 Blackbaud

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© 2013 Blackbaud

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

‣ Online giving was up nearly 11% in 2012

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© 2013 Blackbaud

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

‣ Education organizations grew the most in 2012

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© 2013 Blackbaud

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

‣ Overall giving continues to slowly recover

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© 2013 Blackbaud

www.blackbaud.com/blackbaudindex

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© 2013 Blackbaud

‣ Multichannel donors have the best retention rates

Source: Blackbaud

29%

23%

58%

Offline Only Donors

Online Only Donors

Multichannel Donors

First Year Donor Retention Rates

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© 2013 Blackbaud

‣ Multichannel donors are much more loyal

Source: Blackbaud

First Year Donor Retention Rates

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Trend #2

Online Giving is Predictable

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© 2013 Blackbaud

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

‣ Most online giving happens in December

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© 2013 Blackbaud

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

‣ Don’t get caught in the year end trap

Online Giving by Month

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© 2013 Blackbaud

$146Source: Blackbaud

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© 2013 Blackbaud

‣ Education organizations have the highest average online gift amount

Source: Blackbaud

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© 2013 Blackbaud

Source: Blackbaud

‣ Online average gift amounts have seasonality

Online Average Gift Amounts

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© 2013 Blackbaud

Source: Blackbaud

$0

$175,000,000

$350,000,000

$525,000,000

$700,000,000

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Online Giving by Day of Week

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© 2013 Blackbaud

Source: Blackbaud

12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm

Online Giving by Hour of Day

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Trend #3

Online Giving is taking the Next Big Step

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© 2013 Blackbaud

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

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© 2013 Blackbaud

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

‣ Less than 10% of all giving happens online

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© 2013 Blackbaud

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

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$25 $50 $75 $100

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© 2013 Blackbaud

$25

$50

$75

$100

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© 2013 Blackbaud

$25 $50 $75 $100 OTHER

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© 2013 Blackbaud

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Trend #4

Event Fundraisers Outperform3rd Party Fundraisers

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Peer-to-Peer Fundraising Benchmarks

‣ 1,275 nonprofit organizations and 28,000 peer-to-peer fundraising events

‣ Over $1 billion in online fundraising

‣ Analysis of traditional and third-party events

‣ Trends, metrics and benchmarks

‣ www.blackbaud.com/p2pbenchmark

© 2013 Blackbaud

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© 2013 Blackbaud

Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark

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© 2013 Blackbaud

Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark

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© 2013 Blackbaud

Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark

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Trend #5

Everything is Now Mobile

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© 2013 Blackbaud

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© 2013 Blackbaud

Source: http://acrazychicken.blogspot.com/

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© 2013 Blackbaud

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© 2013 Blackbaud

Source: Litmus, calculated from 230 million opens in September 2013

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‣ 90% of smartphone owners access the same email account on mobile and desktop

‣ 45% of holiday season emails are being opened on mobile

‣ 47% of all email is now opened on a mobile device

‣ 66% of people under 30 use mobile devices to access email

Source: Exact Target, Experian, Litmus

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© 2013 Blackbaud

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© 2013 Blackbaud

www.npengage.com/nonprofit-research/200-more-email-subject-lines-from-end-year-fundraising/

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‣ Challenges worked

‣ Less emphasis on tax deductions

‣ Faux forwards are bad

‣ Size doesn’t matter

‣ Some personalization beats no personalization

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One more thing...

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“They always say time changes things, but you actually have to change them yourself.”

- Andy Warhol

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© 2013 Blackbaud

Can’t Get Enough?‣ Twitter

• @smaclaughlin

‣ npENGAGE Blog

• www.npengage.com

‣ Blackbaud Index of Charitable Giving

• www.blackbaud.com/blackbaudindex

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THANK YOUSteve MacLaughlinDirector, Idea LabBlackbaudsteve.maclaughlin@blackbaud.com

Twitter: smaclaughlin

Blog: www.npengage.com