0
1
The audio for this webinar will be broadcast through your computer. Once you
join the presentation, a small audio broadc...
2
INCREASE EMAIL LIST SIZE AND ONLINE
REVENUE WITH LUMINATE ONLINE
3
• Non-profit landscape
• Online fundraising trends
• Strategies to drive results
• How Blackbaud customers are
achieving...
4
TODAY’S NON-PROFIT LANDSCAPE
5
CONSTITUENT ATTENTION IS INCREASINGLY SCARCE
& DISTRIBUTED
6
One email
subscriber = $14.54
in revenue
7
REACH: EMAIL FILE EXPANSION
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
$0
$200,000
$400,000
$600,000
...
8
Offline-only donors
who get email from an organization
give double
over a lifetime
9
A LOOK AT WHAT’S TRENDING IN OVERALL & ONLINE
GIVING…
Overall giving in 2012 grew 1.7% on a
year over year basis..
Onlin...
10
STRATEGIES TO DRIVE RESULTS
11
WHY MULTI- CHANNEL IS A MUST!
Online growth continues to outpace offline
Retention is low and engagement isn’t multicha...
12
Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate
THERE IS PROVEN VALUE IN INTEGRATED/MULTI-CHANNEL
ENGAG...
13
MobileVisual
www.nature.org
SocialRelevant
ENGAGING TODAY’S CONSTITUENT ONLINE MEANS
BEING…
14
APPROACH TO CONSTITUENT ENGAGEMENT
Keys to Effective Execution:
1. Build on every conversation
2. Create a fully integr...
15
HAVE MULTIPLE TOUCH POINTS
16
CLIENT EXAMPLES
17
Fundraising for Blackbaud clients in 2012:
Email files grew 12.45%. All verticals saw
growth.
Fundraising continued dou...
18
PROFESSIONAL VIRAL ACQUISITION CAMPAIGN
19
WATERCAN:
DONATE YOUR
SPECIAL DAY
20
FACEBOOK EMAIL
ACQUISITION
21
WELCOME SERIES: COLLEGE POSSIBLE
2-Part Series
22
AN OFFSEASON FUNDRAISING CAMPAIGN
Message #1:
Send 200 youths to
Yellowstone this
summer
Message #2:
We still have 115
...
23
About Project Bread
• Leading anti-hunger organization in Massachusetts, dedicated to alleviating,
preventing, and ulti...
24
THE RESULTS
• Launched re-designed Web site
- Improved online experience through use
of conditional content, frequent u...
25
25
SPECIAL EVENTS FUNDRAISING
Increased online donations
200% in two years;
Increased number of online
donations by 161...
26
NOTABLE MENTION: SPECIAL EVENT FUNDRAISING
Raised a record $1.5 million
online, and $4 million in total
for the event
O...
27
INTERESTED? GET IN TOUCH:
Your Blackbaud Account Executive can set up a personalized
discussion of your situation.
Emai...
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Transcript of "Increase emaillistsizeonlinerevenue lo"

  1. 1. 1 The audio for this webinar will be broadcast through your computer. Once you join the presentation, a small audio broadcast box will appear on your screen and you will hear the host through your computer speakers. To join an Audio broadcast in WebEx, click on the Communicate menu in your WebEx screen and select Join Audio Broadcast. If you are having problems connecting with the audio broadcast server you can still join using the teleconference. To join the teleconference follow the steps below: 1.Leave the audio broadcast by clicking on Communicate > Leave Audio Broadcast. 2.Get the teleconference number, click on Communicate > Join Teleconference. If you are unable to listen to the audio through your computer and wish to dial into the conference line, please use the information below. Teleconference information: Call-in toll-free number: 1-866-4106539 (US) Call-in number: 1-660-4225471 (US) Conference Code: 364 005 6
  2. 2. 2 INCREASE EMAIL LIST SIZE AND ONLINE REVENUE WITH LUMINATE ONLINE
  3. 3. 3 • Non-profit landscape • Online fundraising trends • Strategies to drive results • How Blackbaud customers are achieving success AGENDA
  4. 4. 4 TODAY’S NON-PROFIT LANDSCAPE
  5. 5. 5 CONSTITUENT ATTENTION IS INCREASINGLY SCARCE & DISTRIBUTED
  6. 6. 6 One email subscriber = $14.54 in revenue
  7. 7. 7 REACH: EMAIL FILE EXPANSION 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 $0 $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000 10/2006 11/2006 12/2006 1/2007 2/2007 3/2007 4/2007 5/2007 6/2007 7/2007 8/2007 9/2007 10/2007 11/2007 12/2007 1/2008 2/2008 3/2008 4/2008 5/2008 6/2008 7/2008 8/2008 9/2008 10/2008 11/2008 12/2008 1/2009 2/2009 3/2009 4/2009 5/2009 6/2009 7/2009 8/2009 9/2009 10/2009 11/2009 12/2009 1/2010 2/2010 3/2010 4/2010 5/2010 6/2010 Cumulative Online Revenue # Email Records
  8. 8. 8 Offline-only donors who get email from an organization give double over a lifetime
  9. 9. 9 A LOOK AT WHAT’S TRENDING IN OVERALL & ONLINE GIVING… Overall giving in 2012 grew 1.7% on a year over year basis.. Online giving grew 10.7% in 2012 compared to 2011. Online giving also reached the year’s high in December — accounting for 22.4% of 2012’s online gifts. Online giving was up in 2012 for all size organizations ranging from 7.2% increase to 14.3% increase.
  10. 10. 10 STRATEGIES TO DRIVE RESULTS
  11. 11. 11 WHY MULTI- CHANNEL IS A MUST! 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 more meaningful ways of expressing their support than just giving donations.
  12. 12. 12 Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate THERE IS PROVEN VALUE IN INTEGRATED/MULTI-CHANNEL ENGAGEMENT Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOne Traditional defined as offline use. Internet Enabled defined as both offline and eCRM use. 34.4% 50.9% Mail +48% Multi-Channel $96 $187 Mail +95% Multi- Channel $314 $694 Mail +121% Multi-Channel
  13. 13. 13 MobileVisual www.nature.org SocialRelevant ENGAGING TODAY’S CONSTITUENT ONLINE MEANS BEING…
  14. 14. 14 APPROACH TO CONSTITUENT ENGAGEMENT Keys to Effective Execution: 1. Build on every conversation 2. Create a fully integrated constituent experience 3. Get the most from each channel 4. Data-driven strategies for treatment based on the audience
  15. 15. 15 HAVE MULTIPLE TOUCH POINTS
  16. 16. 16 CLIENT EXAMPLES
  17. 17. 17 Fundraising for Blackbaud clients in 2012: Email files grew 12.45%. All verticals saw growth. Fundraising continued double digit growth as sustainers and repeat donors grew 27% and 20%, respectively. First time gifts grew 3%.20% 27% 11.6% Repeat Donors Sustainers Total Fundraising HOW ARE BLACKBAUD CLIENTS DOING?
  18. 18. 18 PROFESSIONAL VIRAL ACQUISITION CAMPAIGN
  19. 19. 19 WATERCAN: DONATE YOUR SPECIAL DAY
  20. 20. 20 FACEBOOK EMAIL ACQUISITION
  21. 21. 21 WELCOME SERIES: COLLEGE POSSIBLE 2-Part Series
  22. 22. 22 AN OFFSEASON FUNDRAISING CAMPAIGN Message #1: Send 200 youths to Yellowstone this summer Message #2: We still have 115 youth who need your support Message #3: We’re able to send 178 youth – it’s not too late to give
  23. 23. 23 About Project Bread • Leading anti-hunger organization in Massachusetts, dedicated to alleviating, preventing, and ultimately ending hunger in Massachusetts. - Invest millions in community organizations that feed children where they live, learn and play The Challenge • Increase awareness, maximize results of annual, one-day fundraiser - The Walk for Hunger is the oldest continual pledge walk in the country - Provides millions of dollars each year to more than 400 emergency food programs in 135 communities statewide • Attract new participants to drive overall participation • Increase total donations - Every dollar raised helps feed more hungry people each day CASE STUDY: PROJECT BREAD
  24. 24. 24 THE RESULTS • Launched re-designed Web site - Improved online experience through use of conditional content, frequent updates - Web traffic increased more than 50% during walk season • Drove walk participation - Increased # of participants by 106% Increased online donations by 200% • Increased online donations - # of online donations rose 161% - Average gift rose from $37.83 to $42.44 • Significant overall online results - Email open rates reached 51% - Only one additional staff member
  25. 25. 25 25 SPECIAL EVENTS FUNDRAISING Increased online donations 200% in two years; Increased number of online donations by 161% and participants by 106% One-third of a record-breaking $3.3 million came online this year Gifts from 50 states and 20+ countries
  26. 26. 26 NOTABLE MENTION: SPECIAL EVENT FUNDRAISING Raised a record $1.5 million online, and $4 million in total for the event Online fundraising has increased by 725% using Luminate TeamRaiser Use of Facebook and YouTube helped reach new audiences; use of Coaching Emails helped to re-engage past participants and donors
  27. 27. 27 INTERESTED? GET IN TOUCH: Your Blackbaud Account Executive can set up a personalized discussion of your situation. Email us at solutions@blackbaud.com for a personal demonstration today!
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