Hot or Not: What's Sizzling in Online Fundraising?

Hot or Not: What's Sizzling in Online Fundraising?
August 31, 2010
Steve MacLaughlin, Director – Internet Solutions | Blackbaud
Donna Wilkins, President | Charity Dynamics
Jason Wood, Director of Internet Services | The Salvation Army National Headquarters
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What’s Hot or Not with Online Giving
What’s Hot or Not with Mobile and Social
What’s Hot or Not with Online Annual Reports and Advertising
Questions & Answers
Agenda

Steve MacLaughlinBlackbaud

Online Giving is Still Hot
Index of Online Giving looks at trends from 1,700+ nonprofits
Online giving up 11.7% YOY in June based on a three month average
Large orgs are up 14.9% YOY in June based on a three month average
Medium orgs are up 9.2% YOY in June based on a three month average
Small orgs are up 8.0% YOY in June based on a three month average
Source: Blackbaud Index of Online Givingwww.blackbaud.com/blackbaudindex
Large Organizations – $10+ million in revenue
Medium Organizations – $1 to $10 million in revenue
Small Organizations – Less than $1 million in revenue

Multichannel Giving is Hot
donorCentrics Internet Giving Benchmarking group meeting held by Target Analytics.14 large nonprofit organizations with online and offline data analyzed
Multichannel donors are a small but very valuable group for nonprofits
Median revenue per donor for multichannel supporters was $339 compared to $88 for offline and $170 for online
13% of multichannel donors are new and 28% have given in 5+ years
First year retention for multichannel donors was 51% compared to 30% for offline donors and 22% for online donors. Multi-year multichannel donors are retained 75% versus 59% for offline and 52% for online
The reactivation rate for multichannel donors was 16% compared to just 7% for both online and offline donors
Source: Target Analytics donorCentric Internet Giving Benchmarking Group, 2010

Waiting Until December is Not Hot
46% of online revenue is processed in the last three months of the year
High volume of email marketing from retailers and nonprofits at same time
Avoid a “me too” approach during this very busy time of year
Use targeted campaigns for lapsed donors, single gift donors, and other unique constituent groups
Use scheduled email campaigns that ramp up and down over 120 days
Source: Blackbaud

Donna WilkinsCharity Dynamics

Mobile approaches
Text messaging
Text to give
Mobile ready site content
Mobile apps
Platform priorities shifting
Understanding mobile users
Mobile is Hot

Social Media now the norm – without a strategy Not Hot

Convergence of Email, Social Media, and Mobile – Red Hot

Jason WoodThe Salvation Army

The Salvation Army – Online Annual Report
The Salvation Army Annual Report is now
produced and distributed as on online digital
site.
Printing and snail mailing of annual
report has been eliminated.
All social channels are utilized to promote
the annual report and spread the word.
Direct calls to donate now
Targeted e-mail blasts used to announcethe 2010 Annual Report
Facebook page updates

Plans already finalized for holiday 2010 Ad Spend
2009 Analysis complete and sites with high return have been renewed.
Testing new networks with unique targeting capabilities
Focus specific events with online advertising as well.
Meebo social networking site and partner affiliates used for TSA Peer to Peer fundraising event (Online Red Kettle) advertising.
Strong emphasis on Facebook advertising to utilize social network to promote peer to peer event
Eliminate all print advertising cost and use online advertising to promote an online event
Targeting the right donors.
Behavioral targeting – Allows us to target people who have a propensity to donate
Retargeting – Allows us to target people who have been to SalvationArmyUSA.org but have not donated
The Salvation Army – Internet Advertising is Sizzling

Questions & Answers
Steve MacLaughlin, Director – Internet Solutions | Blackbaud
Blog: www.blackbaud.com/connections | Twitter: smaclaughlin
Donna Wilkins, President | Charity Dynamics
Web: www.charitydynamics.com | Twitter: CharityDynamics
Jason Wood, Director of Internet Services | The Salvation Army National Headquarters
Web: www.salvationarmyusa.org

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Hot or Not: What's Sizzling in Online Fundraising?

by Steve MacLaughlin on Aug 31, 2010

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Hot or Not: What’s Sizzling in Online Fundraising? — Presentation Transcript

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