12/19/2013 Footer 1
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
12/19/2013 Blackbaud Confidential 2
Danielle Johnson VermentonSr. Interactive ConsultantGo! Team
• Former nonprofit fundraiser• Lives in Atlanta, GA• If I weren’t doing this I would
be a chef
12/19/2013 Blackbaud Confidential 3
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
12/19/2013 Blackbaud Confidential 4
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
12/19/2013 Blackbaud Confidential 5
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
12/19/2013 Blackbaud Confidential 6
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
12/19/2013 Blackbaud Confidential 7
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
12/19/2013 Blackbaud Confidential 8
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
12/19/2013 Blackbaud Confidential 9
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
12/19/2013 Blackbaud Confidential 10
My email is alive!
Or is it ?
12/19/2013 Blackbaud Confidential 11
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
12/19/2013 Blackbaud Confidential 12
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
12/19/2013 Blackbaud Confidential 13
Where do you begin?
12/19/2013 Blackbaud Confidential 14
+
A c c o m p l i s h e d o v e r 1 2 m o n t h s
12/19/2013 Blackbaud Confidential 15
Content Management
Email Marketing
Donation Management
Event Fundraising
eCommerce
AutomationSegmentation
Testing
Reporting & Analytics
12/19/2013 Blackbaud Confidential 16
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
12/19/2013 Blackbaud Confidential 17
Welcome Series
eNews and eCards
End of Year
Sustained Giving
Housefile Building
Ongoing Tools Training, Client Forum & Support
12/19/2013 Blackbaud Confidential 18
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
12/19/2013 Blackbaud Confidential 19
� 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
12/19/2013 Blackbaud Confidential 20
GO! FUNDRAISING RESULTS
GROWTH IN FUNDRAISING YEAR TWO 42%
Industry benchmark 12%
Industry benchmark 11%
12/19/2013 Blackbaud Confidential 21
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
12/19/2013 Blackbaud Confidential 22
Questions
Top Related