Clicking, Connecting, and Converting: Discovering Donor Value and the Importance of Being the Charity of Choice

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1,022 donors Gave at least $25 in the

last 12 months & accept emails from nonprofits

Asked about current donation & engagement activities, focusing on how they interact with their “favorite” charity

Asked about preferred online methods for engaging

Donor Engagement Study

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Key Finding: How many charities do they donate to in a year?

78% Give to more than one charity

1 22%

2 - 3 49%

4 - 6 17%

7+ 12%

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Key Finding: How is that $ divided?

Favorite67%

All others33%

Donations Donors gave

67% of their annual amount to their favorite charity.

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Do you have metrics in place to measure

the relationship with your donors?

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Key Finding: What is motivating them?

65% “Believe in the charity’s cause”

Want to help make change happen

30%

Have friends or family who support the cause

20%

Know someone who has received help from the cause

19%

The charity asked for their help

18%

Want to set good example 16%Want to connect with others 15%

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Do you run campaigns that are designed to

drive activities beyond donations?

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Key Finding: How are they being your champions?

Donors also spread the word and encourage activity for their “favorite” charity

Talk to friends and family

54%*

Encourage friends and family to donate

40%

Encourage friends and family to volunteer

30%

Forward an email 27% Forward an e-Newsletter

23%

Share, like, or comment on Facebook

22%

* Doing these things at least a few times a year

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Are you empowering your champions?

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Do you encourage your donors to share

their story?

Putting these findings to work

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Strive to be “the favorite”

• Take Stock - Benchmark

• Set Your Strategy

• Execute

• Measure Impact

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• Website

• Email

• Social Media

• Media Mix

• Activities

• Audiences

Take Stock / Benchmark

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Set Strategy

• Determine value

• Target potential

• Activities

• Calendar

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Measure Impact

• Conversion to Donors

• Retention

• Growth

• Segment Value

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• Go to your supporters

• Use appropriate channels

• Leverage networks

Utilize the right channel mix

An example of a great approach

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Revlon Run / Walk

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Social Media Page

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Share in Navigation and Multiple Platforms

Thank you! Blake Groves – Vice President , Charity Dynamicsbgroves@charitydynamics.com

• Sign up to survey your supporters and compare to the benchmark at http://www.charitydynamics.com/surveyoffer/

• Download the benchmark report http://www.nonprofitdonorengagement.com/