INFOGRAPHIC: The State of Online Giving

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  • 1. THE STATE OF ONLINE GIV Nonprofits NG: Online Marketing Opportunities for TOP 5 VERTICALS OVERALL GIVING with highest median online donation 1 7% Online giving Higher Education 2 $89 Hospitals Average online gift 3 Human & Social Services $ 11.6% 4 Disaster & International Relief Online Revenue GROWTH 5 in 2012 Visitation 30 Online donation GROWTH 20 27% in 2012 10 10% 3% 0 20% First time One time Repeat Sustainer Source: Online Marketing Benchmark Study for Nonprofits, Blackbaud OPPORTUN TIES GOOGLE GRANTS îî Grants of up to $10,000 available to advertise through AdWords îî Text advertising through Google’s Search Network only IS YOUR NONPROFIT ELIGIBLE FOR A GOOGLE FOR NONPROFITS GOOGLE GRANT? Do you have a 501(c)(3) status determined by the IRS? YES Apply through the IRS NO Are you located in the United States? YES NO http://www.irs.gov/charities/ article/0,,id=96210,00.html Does your organization already have a Google for Nonprofits membership? NO YES Find programs available in your country http://support.google.com/ nonprofits/bin/answer.py?hl=en&topic =1656885&answer=1614602 Are you a branch of an umbrella organization with local chapters or headquarters? YES YES You can qualify for an individual membership if you apply as a “related organization” and go through additional screening; were you approved as a related organization? Only one membership is allowed per organization; your organization is not eligible to apply for the Google for Nonprofits program NO Is your organization a government entity/organization, a hospital, a health care organization, or a religious organization? NO Your organization is not eligible to apply for the Google for Nonprofits program Your organization is not eligible to apply for the Google for Nonprofits program, but learn more about Google’s program for educational institutions YES NO Is your organization a school, childcare center, academic institution, or university? YES http://www.google.com/edu/index.html NO NO YES Are you a philanthropic arm of the educational organization? APPLY FOR GOOGLE FOR NONPROFITS! https://google-for-nonprofits.appspot.com/application YOUTUBE FOR NONPROFITS Nonprofit MARKETERS who invest in video îî YouTube for Nonprofits is free for members of Google for Nonprofits 92% 79% îî Provides enhanced tools for nonprofits using YouTube, including donation buttons and Call-To-Action overlays îî Ability for nonprofits to get more value from their videos at no additional cost, while also tracking the true impact of video value that investment in video Other feel that budget is the biggest barrier to video invtestment Do not know Views 76% of nonprofits either don’t know how to track the impact of video, or only track it anecdotally. Based on click-through rates and actions taken Anecdotally Source: Into Focus – A Benchmark Guide to Effective Nonprofit Video; See3, YouTube, Edelman FACEBOOK ADS îî Link and Share posts are most effective at driving website traffic 46% Nonprofit Fan GROWTH in 2012 FACEBOOK LIKE average cost average value $3 $214 50 81 (over the 12 months following acquisition) Facebook ADVERTISING n s audience consideratio While there is not currently a Facebook advertising program available for nonprofits, Facebook Ads are an opportunity for nonprofits to engage with new donors and their existing base, while increasing awareness and revenue: Lead Generation Consumers TARGET AUDIENCE MARKETING GOALS Awareness Interests Direct Sales Geographic Location KNOWN AUDIENCE DEMOGRAPHICS If you don’t have enough information about your supporters, consider developing personas to get a better idea of what motivates their decisions to support your organization and how you can best target them. Sources: 2013 eNonprofit Benchmark Study, M + R Strategic Services and NTEN Nonprofit Social Network Benchmark Report 2012, NTEN, Common Knowledge and Blackbaud To request a quote, call 800.939.5938 x1 or visit search-mojo.com/sales. ©2013, All information in this document is the property of Search Mojo.