5 Biggest Trends in Online Fundraising 2013
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The document summarizes the 5 biggest trends in online fundraising according to research from Blackbaud. The trends are: 1) online giving returned to double-digit growth in 2012; 2) online giving is predictable and concentrated in December; 3) online giving is taking its next big step with continued growth potential; 4) event fundraisers outperform third-party fundraisers; and 5) everything is now mobile as people increasingly access email and the web on their phones. The document provides data and statistics from Blackbaud's annual charitable giving reports to support each trend.
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5 Biggest Trends in Online Fundraising 2013
- 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 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 Trend #1
- 4. 4 Online Giving Returned to Double-Digit Growth in 2012
- 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 ‣ Online giving was up nearly 11% in 2012 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
- 7. 7 ‣ Education organizations grew the most in 2012 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
- 8. 8 ‣ Overall giving continues to slowly recover Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
- 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 First Year Donor Retention Rates ‣ Multichannel donors are much more loyal Source: Blackbaud © 2013 Blackbaud
- 12. 12 Trend #2
- 13. 13 Online Giving is Predictable
- 14. 14 ‣ Most online giving happens in December Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
- 15. 15
- 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 $146 Source: Blackbaud © 2013 Blackbaud
- 18. 18 ‣ Education organizations have the highest average online gift amount Source: Blackbaud © 2013 Blackbaud
- 19. 19 Online Average Gift Amounts ‣ Online average gift amounts have seasonality Source: Blackbaud © 2013 Blackbaud
- 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 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 Trend #3
- 23. 23 Online Giving is taking the Next Big Step
- 24. 24 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
- 25. 25 ‣ Less than 10% of all giving happens online Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
- 26. 26 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
- 33. 33 $25 $50 $75 $100 OTHER © 2013 Blackbaud
- 35. 35 Trend #4
- 36. 36 Event Fundraisers Outperform 3rd Party Fundraisers
- 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 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
- 39. 39 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
- 40. 40 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
- 41. 41 Trend #5
- 42. 42 Everything is Now Mobile
- 44. 44 Source: http://acrazychicken.blogspot.com/ © 2013 Blackbaud
- 46. 46 Source: Litmus, calculated from 230 million opens in September 2013 © 2013 Blackbaud
- 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
- 50. 50 ‣ Challenges worked ‣ Less emphasis on tax deductions ‣ Faux forwards are bad ‣ Size doesn’t matter ‣ Some personalization beats no personalization
- 52. 52 “They always say time changes things, but you actually have to change them yourself.” - Andy Warhol
- 54. 54 Can’t Get Enough? ‣ Twitter • @smaclaughlin ‣ npENGAGE Blog • www.npengage.com ‣ Blackbaud Index of Charitable Giving • www.blackbaud.com/blackbaudindex © 2013 Blackbaud
- 55. 55 THANK YOU Steve MacLaughlin Director, Idea Lab Blackbaud steve.maclaughlin@blackbaud.com Twitter: smaclaughlin Blog: www.npengage.com