04/10/2023 Blackbaud Confidential 1
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INCREASE ONLINE FUNDRAISING WITH A MULTI -CHANNEL STRATEGY
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• Non-profit landscape
• Online fundraising trends
• Why a multi – channel approach is critical
• How Blackbaud customers are achieving success
AGENDA
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TODAY ’S NON- P ROF IT L ANDS CAP E
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# of Nonprofits43% since 2001
Source: Giving USA 2011
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CONSTITUENT ATTENTION IS INCREASINGLY SCARCE & DISTRIBUTED
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ONLINE FUNDRAISING IS THRIVINGACCORDING TO BLACKBAUD'S CHARITABLE GIVING REPORT
More good news - Online giving increased 13.7% for the three months ending January 2013 as compared to the same period in 2012
Even more good news – No matter what online benchmark study you look at, revenue is growing, sustained giving is growing and housefile size is up
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• More than half of donors received information from their favorite charity via Web site (51%) and by email (52%)
• Donors preferred to spread the word about their favorite charity by email (51%), Facebook (15%) and in person.
• When looking for information, the web is a donors’ top choice
• Donors aged 50+ preferred visiting the web and receiving email to stay in touch
Did you know? • 86% say they visit websites before making a gift• Half say giving online is their preferred method
SUPPORTERS WANT TO BE ENGAGED ONLINE
NTEN Donor Engagement Benchmark Study 2012
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AN INT E GRAT E D & M ULT I - CHANNE L AP P ROACH
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WHY MULTI- CHANNEL IS A MUST!
Online growth continues to outpace offline Retention is low and engagement isn’t multichannel
A 10% change in retention can increase the life time value of a donor base up to 200%.
To grow revenue you need to be diversified Online creates a pipeline of prospects, supporters and engagement Understand their complete view/preferences to create the right mix Donors want to be seen as partners and are increasingly looking for more
meaningful ways of expressing their support than just giving donations.
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Lifetime Donor ValueDonor Value 12
MonthsNew Donor Renewal
Rate
THERE IS PROVEN VALUE IN INTEGRATED/MULTI-CHANNEL ENGAGEMENT
Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOneTraditional defined as offline use. Internet Enabled defined as both offline and eCRM use.
34.4%50.9%
+48%
Multi-Channel
$96
$187
+95%
Multi-Channel
$314
$694
+121%
Multi-Channel
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• Online doesn’t replace direct mail and it doesn’t cannibalize major gifts.
• Online is about acquisition and retention.
• Online fuels major gifts, events, sustained giving, direct mail, provides deeper engagement, and is the final piece in a multichannel strategy
• Online opens doors and deepens constituent engagement.
*And doesn’t mean more work, it means smarter work
IT’S AND * NOT OR
Online &
Social
Middle & Major Gifts
Direct Mail
Planned Giving
Corporate Giving
Special Events
Grants & Foundation
Sustained Giving
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If You Could…
CONSTITUENT ENGAGEMENT MEANS
• Anticipate your constituents’ needs
• Know their interests, passions & preferences
• Offer more relevant interactions & opportunities to engage
You Would…
Improve acquisition & referrals
Engage with constituents & the community
Establish lifetime relationships
Grow support & fundraising
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APPROACH TO CONSTITUENT ENGAGEMENT ONLINE
Keys to Effective Execution:
1. Build on every conversation
2. Create a fully integrated constituent experience
3. Get the most from each channel
4. Data-driven strategies for treatment based on the audience
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• Get the right message in front of the right person at the right moment.
GETTING ATTENTION
Key Strategies: Web Content, Mobile Content, Social Hooks, SEO, Design
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• Present an offer or promote a benefit that is convenient, timely and personal.
DRIVING ENGAGEMENT
Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways, Analytics & Optimization
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HAVE MULTIPLE TOUCH POINTS
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• Strike while the iron is hot by promoting sharing and channel conversion.
EXPANDING THE RELATIONSHIP
Key Strategies: Next Steps, Cross Marketing, Social Sharing
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L UM INAT E ONL INE DE M ONS T RAT ION
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Fundraising for Blackbaud clients in 2012:
Email files grew 12.45%. All verticals saw growth.
Fundraising continued double digit growth as sustainers and repeat donors grew 27% and 20%, respectively. First time gifts grew 3%.Repeat Donors
Sustainers
Total Fundraising
20%
27%
12%
HOW ARE BLACKBAUD CLIENTS DOING?
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OUR CLIENTS LEAD THE MARKET
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• Visit our website
https://www.blackbaud.com/online-marketing/luminate-online
• Check out GUIDE Creative & our Design Portfolio
http://www.guidecreative.com/work/
• Subscribe to npEngage
http://www.npengage.com/
• Connect with us
WANT TO LEARN MORE?
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INT E RE S T E D? GE T IN TOUCH:
Your Blackbaud Account Executive can set up a personalized discussion of your situation.
Email us at [email protected] for a personal demonstration today!