Grow online fundraising with an integrated approachPresentation Transcript
6/14/2013 Blackbaud Confidential 1The audio for this webinar will be broadcast through your computer. Once youjoin the presentation, a small audio broadcast box will appear on your screenand you will hear the host through your computer speakers.To join an Audio broadcast in WebEx, click on the Communicate menu in yourWebEx screen and select Join Audio Broadcast. If you are having problemsconnecting with the audio broadcast server you can still join using theteleconference. To join the teleconference follow the steps below:1.Leave the audio broadcast by clicking on Communicate > Leave AudioBroadcast.2.Get the teleconference number, click on Communicate > JoinTeleconference.If you are unable to listen to the audio through your computer and wish to dialinto the conference line, please use the information below:Teleconference information:Call-in toll-free number: 1-866-410-6539 (US)Conference Code #:
6/14/2013 Footer 2GROW ONLINE FUNDRAISING WITH ANINTEGRATED APPROACH
6/14/2013 Blackbaud Confidential 3• Non-profit Landscape• Online Fundraising Trends• Why an Integrated Approach isCritical• How Blackbaud Customers areAchieving SuccessAGENDA
6/14/2013 Blackbaud Confidential 5# of Nonprofits43% since 2001Source: Giving USA 2011
6/14/2013 Blackbaud Confidential 6CONSTITUENT ATTENTION IS INCREASINGLY SCARCE& DISTRIBUTED
6/14/2013 Blackbaud Confidential 7ONLINE FUNDRAISING IS THRIVINGACCORDING TO BLACKBAUDS CHARITABLE GIVING REPORTMore good news - Online giving increased 13.7% for the three months endingJanuary 2013 as compared to the same period in 2012Even more good news – No matter what online benchmark study you lookat, revenue is growing, sustained giving is growing and housefile size is up
6/14/2013 Blackbaud Confidential 8• More than half of donors received information fromtheir favorite charity via Web site (51%) and by email(52%)• Donors preferred to spread the word about theirfavorite charity by email (51%), Facebook (15%) andin person.• When looking for information, the web is a donors’top choice• Donors aged 50+ preferred visiting the web andreceiving email to stay in touchDid you know?• 86% say they visit websites before making a gift• Half say giving online is their preferred methodSUPPORTERS WANT TO BE ENGAGED ONLINENTEN Donor Engagement Benchmark Study 2012
6/14/2013 Blackbaud Confidential 10WHY AN INTEGRATED APPROACH IS CRITICAL 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 moremeaningful ways of expressing their support than just giving donations.
6/14/2013 Blackbaud Confidential 11Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal RateTHERE IS PROVEN VALUE IN INTEGRATED/MULTI-CHANNELENGAGEMENTSources: 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%Mail+48%Multi-Channel$96$187Mail+95%Multi-Channel$314$694Mail+121%Multi-Channel
6/14/2013 Blackbaud Confidential 12• Online doesn’t replace direct mail and itdoesn’t cannibalize major gifts.• Online is about acquisition andretention.• Online fuels majorgifts, events, sustained giving, directmail, provides deeper engagement, andis the final piece in a multichannelstrategy• Online opens doors and deepensconstituent engagement.*And doesn’t mean more work, it meanssmarter workIT’S AND * NOT OROnline&SocialMiddle &Major GiftsDirect MailPlannedGivingCorporateGivingSpecialEventsGrants &FoundationSustainedGiving
6/14/2013 Blackbaud Confidential 13If You Could…CONSTITUENT ENGAGEMENT MEANS• Anticipate your constituents’needs• Know their interests, passions& preferences• Offer more relevantinteractions & opportunitiesto engageYou Would… Improve acquisition& referrals Engage with constituents &the community Establish lifetime relationships Grow support & fundraising
6/14/2013 Blackbaud Confidential 14APPROACH TO CONSTITUENT ENGAGEMENT ONLINEKeys to Effective Execution:1. Build on every conversation2. Create a fully integratedconstituent experience3. Get the most from eachchannel4. Data-driven strategies fortreatment based on theaudience
6/14/2013 Blackbaud Confidential 15• Get the right message in front of the right person at the right moment.GETTING ATTENTIONKey Strategies: Web Content, Mobile Content, Social Hooks, SEO, Design
6/14/2013 Blackbaud Confidential 16• Present an offer or promote a benefit that is convenient, timely andpersonal.DRIVING ENGAGEMENTKey Strategies: Multiple Touch Points, Multi-channel Campaigns, TriggeredPathways, Analytics & Optimization
6/14/2013 Blackbaud Confidential 18• Strike while the iron is hot by promoting sharing and channelconversion.EXPANDING THE RELATIONSHIPKey Strategies: Next Steps, Cross Marketing, Social Sharing
6/14/2013 Blackbaud Confidential 19Fundraising for Blackbaud clients in 2012:Email files grew 12.45%. All verticals sawgrowth.Fundraising continued double digit growthas sustainers and repeat donors grew 27% and20%, respectively. First time gifts grew 3%.20%27%11.6%Repeat DonorsSustainersTotal FundraisingHOW ARE BLACKBAUD CLIENTSDOING?
6/14/2013 Blackbaud Confidential 20OUR CLIENTS LEAD THE MARKET
6/14/2013 Blackbaud Confidential 21• Visit our websitehttps://www.blackbaud.com/online-marketing/luminate-online• Check out GUIDE Creative & our Design Portfoliohttp://www.guidecreative.com/work/• Subscribe to npEngagehttp://www.npengage.com/• Connect with usWANT TO LEARN MORE?
6/14/2013 Blackbaud Confidential 22INTERESTED? GET IN TOUCH:Your Blackbaud Account Executive can set up a personalizeddiscussion of your situation.Email us at email@example.com for a personaldemonstration today!