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K I C K O F F 2 0 1 4 W I T H A S T R AT E G I C O N L I N E

F U N D R A I S I N G P R O G R A MD E C E M B E R 1 8 , 2 0 1 3

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Danielle Johnson VermentonSr. Interactive ConsultantGo! Team

• Former nonprofit fundraiser• Lives in Atlanta, GA• If I weren’t doing this I would

be a chef

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TODAY’S TOPICS

�What is today’s online fundraising landscape

�It’s alive!! Or is it?

�Ready, Set, Go!

�The proof is in the numbers

�Of course we’ll have Q&A

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NO END IN SIGHT TO GROWTH

And…the Luminate Online Marketing Benchmark Study has seen double-digit growth in online giving for the past 3 years!

12 months of double digit growth in online giving from 2500 orgs

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ONLINE MARKETING BENCHMARK BACKS IT UP

CANADIAN HIGHLIGHTS

• Sustainer growth 30%

• Repeat fundraising growth 20%

• Email file growth was almost 17%

• Average online donation $85

• Value of email $15

• 22.98% open rates

US HIGHLIGHTS

• Sustainer growth 27%

• Repeat fundraising growth 20%

• Email file growth over 12%

• Average online donation $89

• Value of email $13

• 14.34% open rates

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NTEN Donor Engagement Benchmark Study 2012

ARE Y OU T HE IR FAV ORIT E CHARIT Y ?

More than ½ of donors received information from

their favorite charity’s

website and by email

More than ½ of donors received information from

their favorite charity’s

website and by email

Donors prefer to spread the word

by email, Facebook and in

person

Donors prefer to spread the word

by email, Facebook and in

person

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Baby Boomers give 43% of total giving in the US

More Gen X & Y reported giving online vs postal mail in the past 2 years

42% of Boomers say they give online, less than direct mail

Gen X & Y want to know how they’re money is making an impact

American Giving

Check out the interactive version: http://www.blackbaud.com/NextGenGraphic

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Strong majority of Canadians say they have made some sort of donation

Most donors don’t plan to expand their giving in the coming year

Generation X is catching up to Boomers in influence and giving

Multichannel is the new normal, but the mix varies from gen to gen

Canadian Giving

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EMAIL IS KING

It isn’t going away

It converts higher than social

Growing donor preference

It’s personal & timely

Direct mail isn’t dead, but…

Sources: Converts Higher http://social.razoo.com/2011/10/email-fundraising-is-still-king/Growing Preference: NTEN Donor Engagement Benchmark Study 2012

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My email is alive!

Or is it ?

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How does your online program stack up?

� donation form is optimized for conversion

� have eNews sign-up on website

� accept monthly gifts

� send monthly online communications

� welcome series for new subscribers

� in-house design resources

� multi-part integrated fundraising campaigns

� software can segment, target and automate campaigns

� 30% housefile and online revenue growth

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E P HIL ANT HROP Y

IS Y OUR ANNUAL F UND P IP E L INE

Online &

Social

Middle & Major Gifts

Direct Mail

Planned Giving

Corporate Giving

Special Events

Grants & Foundation

Sustained Giving

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Where do you begin?

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+

A c c o m p l i s h e d o v e r 1 2 m o n t h s

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Content Management

Email Marketing

Donation Management

Event Fundraising

eCommerce

AutomationSegmentation

Testing

Reporting & Analytics

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Industry

Leading

Software

Group

Strategy &

Consulting

Production

Services

Set up &

Implementation

Best

Practices

Four email

Campaigns

Bi

Weekly

Calls

Client

Forum

Tool

Training

AnalyticsCoaching

&

Feedback

Go! Essentials

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Welcome Series

eNews and eCards

End of Year

Sustained Giving

Housefile Building

Ongoing Tools Training, Client Forum & Support

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What appealed to us was the fact that we would receive one year of training with setting up templates for emails, enewsletters, donation forms that could be used going forward. It was a long learning curve, but the results were worth it.– Chris Schwartz, Director of Development

What appealed to us was the fact that we would receive one year of training with setting up templates for emails, enewsletters, donation forms that could be used going forward. It was a long learning curve, but the results were worth it.– Chris Schwartz, Director of Development

Challenges• Using 3 vendors/software for

online marketing & fundraising• Email system did not allow for

easy email acquisition• No inhouse design resources• Losing money on monthly giving• Limited staff knowledge

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� redesigned their website � added interactive functionality� improved communication� increased overall donations

Grew housefile by 66% Grew fundraising by 229%

� redesigned their website � added interactive functionality� improved communication� increased overall donations

Grew housefile by 66% Grew fundraising by 229%

Challenges• Small housefile• No frills website• Limited in-house design services• Small volunteer team

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GO! FUNDRAISING RESULTS

GROWTH IN FUNDRAISING YEAR TWO 42%

Industry benchmark 12%

Industry benchmark 11%

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Content Management

Email Marketing

Donation Management

Event Fundraising

eCommerce

AutomationSegmentation

Testing

Reporting & Analytics

Website

Direct Mail

Major Gifts

Volunteers

Corporate Giving

Marketing & PR

Foundation/Grants

Special Events

Social Media

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Questions