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Significant gifts online

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Online giving trending data and examples of Blackbaud NetCommunity users facilitating major gifts online.

Online giving trending data and examples of Blackbaud NetCommunity users facilitating major gifts online.

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  • 1. Blackbaud Internet Solutions Presents: Optimizing Your Website for Significant Giving May 20, 2010 THIS MATERIAL IS STRICTLY CONFIDENTIAL. The information contained in this document, and any attachments thereto, is owned by Blackbaud and is strictly confidential. Unauthorized use, disclosure, or copying of such information is strictly prohibited. If the reader of this document is not the intended recipient, please notify Blackbaud immediately by calling (800) 443-9441 and destroy all copies of this document and any attachments. © 2008 Blackbaud
  • 2. ABOUT BLACKBAUD INTERNET SOLUTIONS Page #2 © 2008 Blackbaud
  • 3. Blackbaud Internet Solutions Blackbaud Internet Solutions is the Internet strategy and services group at Blackbaud. Blackbaud Internet Solutions is made up of a team of 200+ experienced consultants, designers, developers and project specialists. Blackbaud Internet Solutions provides end-to-end services including strategy, design, development, training and management. Page #3 © 2008 Blackbaud
  • 4. Blackbaud Internet Solutions [ ] Internet Strategy Advocacy Strategy + Strategy Email Strategy A-Thon Strategy Internet Audit Fundraising Strategy [ ] Online Branding Email Design + Design Site Design Micro-Site Design Site Redesign Media Design [ ] + Development Site Development Integration Content Creation Customization Content Migration System Migration + Training [ ] Onsite Training Train-the-Trainer Remote Training Upgrade Training Classroom Training eLearning Library + Management Page #4 [ Site Management Metrics Monitoring Consulting Support Design Support ] © 2008 Blackbaud
  • 5. ONLINE GIVING TRENDS: SIGNIFICANT GIFTS BECOMING VIABLE Page #5 © 2008 Blackbaud
  • 6. 2008 Total Fundraising (US) $292.23 Billion Offline $15.42 Billion Online Page #6 Source: Giving USA2008 Blackbaud © / Blackbaud
  • 7. US Fundraising Trends $300,000,000,000 $250,000,000,000 $200,000,000,000 $150,000,000,000 $100,000,000,000 $50,000,000,000 $0 2001 2002 2003 2004 2005 2006 2007 2008 $246B $245B $243B $245B $283B $295B $314B $307B Source: Giving USA Page #7 © 2008 Blackbaud
  • 8. US Online Fundraising Trends 16,000,000,000 14,000,000,000 12,000,000,000 10,000,000,000 8,000,000,000 6,000,000,000 4,000,000,000 2,000,000,000 0 2001 2002 2003 2004 2005 2006 2007 2008 $550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B 120% 100% 73% 38% 72% 53% 56% 44% Growth Growth Growth Growth Growth Growth Growth Growth Source: ePhilanthropy Foundation, Blackbaud Page #8 © 2008 Blackbaud
  • 9. 39 Month Online Giving Trend Haiti Source: Blackbaud Page #9 © 2008 Blackbaud
  • 10. 2009 Online Giving Trends 30% of online revenue processed in December 46% of online revenue was processed Oct - Dec Online transaction volume grew 74% YOY in the first three months of the year Source: Blackbaud Page #10 © 2008 Blackbaud
  • 11. 2009 Year Over Year Online Giving Trends 65% of nonprofits grew revenue YOY Median online revenue YOY growth = 21% Organizations raising > $1M grew 35% YOY Source: Blackbaud Page #11 © 2008 Blackbaud
  • 12. 2009 Year Over Year Online Giving Trends Year Over Year Growth Rates Amount Raised Online by Organization YOY Growth Rate $1,000,000 + 35% $500,000 – $999,999 19% $100,000 – $499,999 28% $50,000 – $99,999 13% $10,000 – $49,999 3% All Organizations 21% Source: Blackbaud Page #12 © 2008 Blackbaud
  • 13. 2009 Online Average Gift Trends Average Gift Amounts by Sector All Sectors $144.72 Business / Corporations $194.05 Cultural $112.47 Family / Human Services $154.13 Foundations $209.53 Healthcare $95.21 Hospitals $120.16 Higher Education $204.05 Independent Schools $371.62 Other $110.04 Recreational / Social $134.31 Religious $196.44 Source: Blackbaud Page #13 © 2008 Blackbaud
  • 14. Page #14 © 2008 Blackbaud
  • 15. 2009 Online Significant Giving Trends 77% of nonprofits: at least one gift of $1,000 36% of $1,000+ online gifts were $1,001 - $4,999 Median $1,000+ online gift = $3,500 Median $1,000+ online gift = $2,500 in 2008 Source: Blackbaud Page #15 © 2008 Blackbaud
  • 16. 2009 Online Signicant Giving Trends 2009 Long Tail of Significant Online Gifts $60,000.00 $50,000.00 $40,000.00 $30,000.00 $20,000.00 $10,000.00 $- Source: Blackbaud Page #16 © 2008 Blackbaud
  • 17. 2009 Distribution of Online Gifts of at Least $1,000 n = 1,798 $10,001- $1,000 $60,000 9% 17% $5,001 - $10,000 18% $1,001 - $4,999 36% $5,000 20% Source: Blackbaud Page #17 © 2008 Blackbaud
  • 18. Page #18 © 2008 Blackbaud
  • 19. Page #19 © 2008 Blackbaud
  • 20. OPTIMIZING YOUR WEB PRESENCE FOR SIGNIFICANT GIVING Page #20 © 2008 Blackbaud
  • 21. Preface The concept of using your website to help facilitate significant gifts is not all together different than the traditional face to face approach. We aren’t suggesting that major gifts will be transacted online, but that the web is simply one more communication channel that can help establish credibility, trust and enhance relationships. In the same vein, your website can also make a potential donor skeptical and work against your relationship building efforts. Page #21 © 2008 Blackbaud
  • 22. For a website to be a viable channel for significant gifts, a few critical elements are required. 1 The site must provide stewardship 2 The site must help to build institutional knowledge 3 The site must be able to leverage institutional knowledge (recognize our supporters and treat them appropriately) 4 The site must monitor & respond to the conversion rates of it’s content and emails Page #22 © 2008 Blackbaud
  • 23. DIGITAL STEWARDSHIP Page #23 © 2008 Blackbaud
  • 24. Digital Stewardship Page #24 © 2008 Blackbaud
  • 25. Digital Stewardship Page #25 © 2008 Blackbaud
  • 26. Digital Stewardship Page #26 © 2008 Blackbaud
  • 27. Digital Stewardship Part of a Welcome Package Series Page #27 © 2008 Blackbaud
  • 28. Digital Stewardship Page #28 © 2008 Blackbaud
  • 29. Digital Stewardship Dedicated landing page increases donor confidence & conversion Page #29 © 2008 Blackbaud
  • 30. Digital Stewardship Part of a Welcome Package Series Page #30 © 2008 Blackbaud
  • 31. Digital Stewardship Gift acknowledgement compliments newsletter Page #31 © 2008 Blackbaud
  • 32. BUILD INSTITUTIONAL KNOWLEDGE Page #32 © 2008 Blackbaud
  • 33. Build Institutional Knowledge Page #33 © 2008 Blackbaud
  • 34. Build Institutional Knowledge Page #34 © 2008 Blackbaud
  • 35. Build Institutional Knowledge Page #35 © 2008 Blackbaud
  • 36. Build Institutional Knowledge Page #36 © 2008 Blackbaud
  • 37. Build Institutional Knowledge Welcome series for recent acqusitions Page #37 © 2008 Blackbaud
  • 38. Build Institutional Knowledge From the Raiser’s Edge record, email conversion metrics Page #38 © 2008 Blackbaud
  • 39. Build Institutional Knowledge From the Raiser’s Edge record, Page #39 web traffic data © 2008 Blackbaud
  • 40. LEVERAGE INSTITUTIONAL KNOWLEDGE Page #40 © 2008 Blackbaud
  • 41. Treat web visitors like we know them Page #41 © 2008 Blackbaud
  • 42. Treat web visitors like we know them Page #42 © 2008 Blackbaud
  • 43. Treat web visitors like we know them Page #43 © 2008 Blackbaud
  • 44. Treat web visitors like we know them Page #44 © 2008 Blackbaud
  • 45. Treat web visitors like we know them Page #45 © 2008 Blackbaud
  • 46. Treat web visitors like we know them Page #46 © 2008 Blackbaud
  • 47. Treat web visitors like we know them Page #47 © 2008 Blackbaud
  • 48. Treat web visitors like we know them Page #48 © 2008 Blackbaud
  • 49. Treat web visitors like we know them Page #49 © 2008 Blackbaud
  • 50. Treat web visitors like we know them An email example of conditional content based on data in The Raiser’s Edge record Page #50 © 2008 Blackbaud
  • 51. Treat web visitors like we know them In The Raiser’s Edge, we can create highly refined segments. As an example, we can easily query for: Constituents Age Consecutive Giving Visits to Estate >55 >4 years Planning Page >2 $ Page #51 © 2008 Blackbaud
  • 52. MONITOR & RESPOND TO CONVERSION RATES Page #52 © 2008 Blackbaud
  • 53. Monitor & respond to conversion rates Invest Invest in Jewish Future Page #53 © 2008 Blackbaud
  • 54. Monitor & respond to conversion rates Page #54 © 2008 Blackbaud
  • 55. Monitor & respond to conversion rates Email & Web Content Split Testing N number of test messages & content for each list allow testing of content, subject line, scheduled time of departure, from name, and from email address Test message/content sample size can be based on exact quantities or percentage of list Winning message/content promoted for rest of list Page #55 © 2008 Blackbaud
  • 56. Significant Gifts Online QUESTIONS? Page #56 © 2008 Blackbaud
  • 57. Action taken by supporters after visiting a Website 39% 37% 37% 23% 20% 15% 9% Donated Petition Referred Petition Donated Volunteer Volunteer Offline Online Friend Offline Online Offline Online Offline Activity Online Activity Source: The Kellogg Foundation Page #57 © 2008 Blackbaud
  • 58. Page #58 © 2008 Blackbaud