5 Biggest Trends in Online Fundraising 2013
description
Transcript of 5 Biggest Trends in Online Fundraising 2013
5 BIGGEST TRENDS IN ONLINE FUNDRAISING
© 2013 Blackbaud
Steve MacLaughlin Director, Idea LabBlackbaud
@smaclaughlinwww.npengage.com
2
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
3
Trend #1
Online Giving Returned to Double-Digit Growth in 2012
4
5
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
6
© 2013 Blackbaud
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
‣ Online giving was up nearly 11% in 2012
7
© 2013 Blackbaud
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
‣ Education organizations grew the most in 2012
8
© 2013 Blackbaud
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
‣ Overall giving continues to slowly recover
9
© 2013 Blackbaud
www.blackbaud.com/blackbaudindex
10
© 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
11
© 2013 Blackbaud
‣ Multichannel donors are much more loyal
Source: Blackbaud
First Year Donor Retention Rates
12
Trend #2
Online Giving is Predictable
13
14
© 2013 Blackbaud
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
‣ Most online giving happens in December
15
16
© 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
17
© 2013 Blackbaud
$146Source: Blackbaud
18
© 2013 Blackbaud
‣ Education organizations have the highest average online gift amount
Source: Blackbaud
19
© 2013 Blackbaud
Source: Blackbaud
‣ Online average gift amounts have seasonality
Online Average Gift Amounts
20
© 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
21
© 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
22
Trend #3
Online Giving is taking the Next Big Step
23
24
© 2013 Blackbaud
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
25
© 2013 Blackbaud
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
‣ Less than 10% of all giving happens online
26
© 2013 Blackbaud
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
27
© 2013 Blackbaud
28
© 2013 Blackbaud
29
© 2013 Blackbaud
30
© 2013 Blackbaud
31
© 2013 Blackbaud
$25 $50 $75 $100
32
© 2013 Blackbaud
$25
$50
$75
$100
33
© 2013 Blackbaud
$25 $50 $75 $100 OTHER
34
© 2013 Blackbaud
35
Trend #4
Event Fundraisers Outperform3rd Party Fundraisers
36
37
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
38
© 2013 Blackbaud
Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark
39
© 2013 Blackbaud
Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark
40
© 2013 Blackbaud
Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark
41
Trend #5
Everything is Now Mobile
42
43
© 2013 Blackbaud
44
© 2013 Blackbaud
Source: http://acrazychicken.blogspot.com/
45
© 2013 Blackbaud
46
© 2013 Blackbaud
Source: Litmus, calculated from 230 million opens in September 2013
47
‣ 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
48
© 2013 Blackbaud
$$
DONATE
Search!
@!
49
© 2013 Blackbaud
www.npengage.com/nonprofit-research/200-more-email-subject-lines-from-end-year-fundraising/
50
‣ Challenges worked
‣ Less emphasis on tax deductions
‣ Faux forwards are bad
‣ Size doesn’t matter
‣ Some personalization beats no personalization
51
One more thing...
52
“They always say time changes things, but you actually have to change them yourself.”
- Andy Warhol
54
© 2013 Blackbaud
Can’t Get Enough?‣ Twitter
• @smaclaughlin
‣ npENGAGE Blog
• www.npengage.com
‣ Blackbaud Index of Charitable Giving
• www.blackbaud.com/blackbaudindex
55
THANK YOUSteve MacLaughlinDirector, Idea [email protected]
Twitter: smaclaughlin
Blog: www.npengage.com