5 BIGGEST TRENDS IN
ONLINE FUNDRAISING
Steve MacLaughlin
Director, Idea Lab
Blackbaud
© 2013 Blackbaud

@smaclaughlin
www....
2

About Me
‣

Director - Idea Lab at Blackbaud

‣

NTEN Board of Directors

‣

Quoted by The New York Times, The
Washingt...
3

Trend #1
4

Online Giving Returned to
Double-Digit Growth in 2012
5

2012 CHARITABLE GIVING REPORT
‣

3,144 nonprofit organizations and $7.9
billion in total fundraising

‣

2,581 nonprofits...
6

‣

Online giving was up nearly 11% in 2012
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitabl...
7

‣

Education organizations grew the most in 2012
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/cha...
8

‣

Overall giving continues to slowly recover
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charit...
9

www.blackbaud.com/blackbaudindex

© 2013 Blackbaud
10

First Year Donor Retention Rates
Offline Only Donors
Online Only Donors

29%
23%

Multichannel Donors

58%
‣

Multichan...
11

First Year Donor Retention Rates

‣

Multichannel donors are much more loyal
Source: Blackbaud

© 2013 Blackbaud
12

Trend #2
13

Online Giving is Predictable
14

‣

Most online giving happens in December
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitabl...
15
16

Online Giving by Month

‣

Don’t get caught in the year end trap
Source: 2012 Charitable Giving Report, Blackbaud www....
17

$146
Source: Blackbaud
© 2013 Blackbaud
18

‣

Education organizations have the highest
average online gift amount
Source: Blackbaud

© 2013 Blackbaud
19

Online Average Gift Amounts

‣

Online average gift amounts have seasonality
Source: Blackbaud

© 2013 Blackbaud
20

Online Giving by Day of Week
$700,000,000

$525,000,000

$350,000,000

$175,000,000

$0

Sunday

Monday

Tuesday Wedne...
21

Online Giving by Hour of Day

12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm ...
22

Trend #3
23

Online Giving is taking
the Next Big Step
24

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
© 2013 Blackbaud
25

‣

Less than 10% of all giving happens online
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/chari...
26

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
© 2013 Blackbaud
27

© 2013 Blackbaud
28

© 2013 Blackbaud
29

© 2013 Blackbaud
30

© 2013 Blackbaud
31

$25

© 2013 Blackbaud

$50

$75

$100
32

$25
$50
$75
$100
© 2013 Blackbaud
33

$25 $50 $75 $100 OTHER

© 2013 Blackbaud
34

© 2013 Blackbaud
35

Trend #4
36

Event Fundraisers Outperform
3rd Party Fundraisers
37

Peer-to-Peer Fundraising Benchmarks
‣

1,275 nonprofit organizations and 28,000
peer-to-peer fundraising events

‣

Ove...
38

Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark
© 2013 Blackbaud
39

Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark
© 2013 Blackbaud
40

Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark
© 2013 Blackbaud
41

Trend #5
42

Everything is Now Mobile
43

© 2013 Blackbaud
44

Source: http://acrazychicken.blogspot.com/
© 2013 Blackbaud
45

© 2013 Blackbaud
46

Source: Litmus, calculated from 230 million opens in September 2013
© 2013 Blackbaud
47

‣

90% of smartphone owners
access the same email
account on mobile and
desktop

‣

45% of holiday season
emails are b...
48

Search

$$

@!

DONATE

© 2013 Blackbaud

!
49
www.npengage.com/nonprofit-research/200-more-email-subject-lines-from-endyear-fundraising/

© 2013 Blackbaud
50

‣

Challenges worked

‣

Less emphasis on tax
deductions

‣

Faux forwards are bad

‣

Size doesn’t matter

‣

Some pe...
51

One more thing...
52

“They always
say time
changes
things, but
you actually
have to
change them
yourself.”
- Andy Warhol
54

Can’t Get Enough?
‣ Twitter
• @smaclaughlin
‣ npENGAGE Blog
• www.npengage.com
‣ Blackbaud Index of Charitable Giving
...
55

THANK YOU
Steve MacLaughlin
Director, Idea Lab
Blackbaud
steve.maclaughlin@blackbaud.com
Twitter: smaclaughlin
Blog: w...
5 Biggest Trends in Online Fundraising 2013
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5 Biggest Trends in Online Fundraising 2013

  1. 1. 5 BIGGEST TRENDS IN ONLINE FUNDRAISING Steve MacLaughlin Director, Idea Lab Blackbaud © 2013 Blackbaud @smaclaughlin www.npengage.com steve.maclaughlin@blackbaud.com
  2. 2. 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. 3. 3 Trend #1
  4. 4. 4 Online Giving Returned to Double-Digit Growth in 2012
  5. 5. 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. 6. 6 ‣ Online giving was up nearly 11% in 2012 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  7. 7. 7 ‣ Education organizations grew the most in 2012 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  8. 8. 8 ‣ Overall giving continues to slowly recover Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  9. 9. 9 www.blackbaud.com/blackbaudindex © 2013 Blackbaud
  10. 10. 10 First Year Donor Retention Rates Offline Only Donors Online Only Donors 29% 23% Multichannel Donors 58% ‣ Multichannel donors have the best retention rates Source: Blackbaud © 2013 Blackbaud
  11. 11. 11 First Year Donor Retention Rates ‣ Multichannel donors are much more loyal Source: Blackbaud © 2013 Blackbaud
  12. 12. 12 Trend #2
  13. 13. 13 Online Giving is Predictable
  14. 14. 14 ‣ Most online giving happens in December Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  15. 15. 15
  16. 16. 16 Online Giving by Month ‣ Don’t get caught in the year end trap Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  17. 17. 17 $146 Source: Blackbaud © 2013 Blackbaud
  18. 18. 18 ‣ Education organizations have the highest average online gift amount Source: Blackbaud © 2013 Blackbaud
  19. 19. 19 Online Average Gift Amounts ‣ Online average gift amounts have seasonality Source: Blackbaud © 2013 Blackbaud
  20. 20. 20 Online Giving by Day of Week $700,000,000 $525,000,000 $350,000,000 $175,000,000 $0 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Source: Blackbaud © 2013 Blackbaud
  21. 21. 21 Online Giving by Hour of Day 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm Source: Blackbaud © 2013 Blackbaud
  22. 22. 22 Trend #3
  23. 23. 23 Online Giving is taking the Next Big Step
  24. 24. 24 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  25. 25. 25 ‣ Less than 10% of all giving happens online Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  26. 26. 26 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  27. 27. 27 © 2013 Blackbaud
  28. 28. 28 © 2013 Blackbaud
  29. 29. 29 © 2013 Blackbaud
  30. 30. 30 © 2013 Blackbaud
  31. 31. 31 $25 © 2013 Blackbaud $50 $75 $100
  32. 32. 32 $25 $50 $75 $100 © 2013 Blackbaud
  33. 33. 33 $25 $50 $75 $100 OTHER © 2013 Blackbaud
  34. 34. 34 © 2013 Blackbaud
  35. 35. 35 Trend #4
  36. 36. 36 Event Fundraisers Outperform 3rd Party Fundraisers
  37. 37. 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. 38. 38 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  39. 39. 39 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  40. 40. 40 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  41. 41. 41 Trend #5
  42. 42. 42 Everything is Now Mobile
  43. 43. 43 © 2013 Blackbaud
  44. 44. 44 Source: http://acrazychicken.blogspot.com/ © 2013 Blackbaud
  45. 45. 45 © 2013 Blackbaud
  46. 46. 46 Source: Litmus, calculated from 230 million opens in September 2013 © 2013 Blackbaud
  47. 47. 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. 48. 48 Search $$ @! DONATE © 2013 Blackbaud !
  49. 49. 49 www.npengage.com/nonprofit-research/200-more-email-subject-lines-from-endyear-fundraising/ © 2013 Blackbaud
  50. 50. 50 ‣ Challenges worked ‣ Less emphasis on tax deductions ‣ Faux forwards are bad ‣ Size doesn’t matter ‣ Some personalization beats no personalization
  51. 51. 51 One more thing...
  52. 52. 52 “They always say time changes things, but you actually have to change them yourself.” - Andy Warhol
  53. 53. 54 Can’t Get Enough? ‣ Twitter • @smaclaughlin ‣ npENGAGE Blog • www.npengage.com ‣ Blackbaud Index of Charitable Giving • www.blackbaud.com/blackbaudindex © 2013 Blackbaud
  54. 54. 55 THANK YOU Steve MacLaughlin Director, Idea Lab Blackbaud steve.maclaughlin@blackbaud.com Twitter: smaclaughlin Blog: www.npengage.com

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