#C2Webinar
Presented by:
Dennis McCarthy, Blackbaud
Elizabeth Nielsen, Feeding America
Ashley Hansen, Care2
Current Shifts...
#C2Webinar
Citizens use Care2 for:
Starting or signing petitions
Spreading news
Commenting on blogs
Donating $
Joining non...
#C2Webinar
presenters:
Dennis McCarthy
@blackbaud
Liz Nielsen
@feedingamerica
Ashley Hansen
@luvthemtns
@care2team
Watch t...
#C2Webinar
2012 Benchmarking Report: Framework
Methodology
Covers 17 self reported
NTEE verticals plus Canada,
Teams, and ...
#C2Webinar
2012 Benchmarking Report: Framework
Methodology
Key
Factoids
Key
Factoids
~500
Nonprofits
& affiliates
16.8MDon...
#C2Webinar
2012 Key Findings: Email & Traffic
Despite double
digit decline in
website traffic
and minimal
change in
websit...
#C2Webinar
Email opens sees
minimal change
from previous
year, but double
digit decline in
CTRs. Response
rates for appeal...
#C2Webinar
Email Performance Metric: Opens
What can organizations do to mitigate flat or declining
open rates?
Trend: Appe...
#C2Webinar
What can organizations do to mitigate flat or declining
click-thru rates?
Trend: Appeals (.7%) &
eNews (1.95%) ...
#C2Webinar
Email Performance Metrics: Response
What can organizations do to mitigate flat or declining
response rates?
Tre...
#C2Webinar
Fundraising
continues double
digit growth as
sustainers and
repeat donors
grew 27% and
20%,
respectively.
Avera...
#C2Webinar
First Time Gifts
How much emphasis does Feeding America put
on online as a new donor acquisition channel?
Trend...
#C2Webinar
Repeat Donations
How does your communication strategy differ
between first time donors and repeat donors?
Trend...
#C2Webinar
Recurring Donors (i.e. Sustainers)
Trend: The median
online revenue from
recurring gifts of
$30,052, a 27%
incr...
#C2Webinar
How is Feeding America using online advocacy to recruit new
constituents or and keep constituents engaged? Are ...
#C2Webinar
The number of
advocates grew,
but not at rate of
total housefile
growth. All verticals
saw positive growth
in n...
#C2Webinar
Free copy of the full report and upcoming webinars
www.blackbaud.com/benchmark
Additional Resources
Watch the f...
#C2Webinar
thank you! questions? contact us!
Dennis McCarthy
dennis.mccarthy@blackbaud.com
@blackbaud
Liz Nielsen
enielsen...
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How Do You Measure Up? Current Shifts and Tips in Online Marketing and Fundraising

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To get where you want to be, you need to know where you are today.

This presentation dives into the key findings from the 2013 Blackbaud Online Marketing Benchmark Study to indicate where your organization's performance stacks up in relation to your peers, as well as what you can be doing better to speed your journey to online success.

Join Blackbaud and Feeding America for this free Care2 Expert Webinar presentation, and discover the essential tips that can help you stay ahead of the curve.

"How Do You Measure Up? Current Shifts and Tips in Online Marketing & Fundraising"

In this webinar you'll learn:

-How you can use the benchmark report findings to measure your success and identify your areas of improvement
-Strategies for using benchmarks to reach your goals faster and more effectively
-How leading nonprofits use benchmarks to optimize their campaigns

Presented by:
Dennis McCarthy, Blackbaud
Elizabeth Nielsen, Feeding America
Ashley Hansen, Care2

Published in: Education, Technology, Business
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  • Sustainer “boom” is occurring with organizations investing in 2 nd gift strategies
  • The open rate is the percentage of constituents who view an email divided by the number delivered in the given campaign. As was stated last year, very little emphasis should be placed on this metric given preview pane, image rendering, and my favorite Gmail ’s “Everything Else” – the below the fold of the page. According to ReturnPath ‘s Q4 E-mail Intelligence Tool , over 57 percent of all emails in the 4 th quarter were opened on mobile devices. In 2011, about 20 percent of all emails were read on mobile devices. In a single year, email is being turned upside down with mobile being the predominate paradigm. How many of your campaigns are the emails and donation forms leveraging responsive design?   Not sure of the value by naming the source without a footnote, etc.
  • What can organizations do to mitigate flat or declining open rates? The click through rates as a percentage of clicks on one or more links contained in an email divided by the number of email messages delivered.
  • As with other direct response channels, key drivers are campaign response rates.
  • Sustainer “boom” is occurring with organizations investing in 2 nd gift strategies
  • The intent is to examine online as a new donor acquisition channel.
  • Repeat donations provide a comparison of the fundraising metrics for repeat/returning donors and their donations.
  • Allows organizations to forecast as well as provide designated funding opportunities for donors. Last year we selected this metric, along with one-time gifts, to better understand how the online eco-system was evolving.
  • Online advocacy provide a grassroots voice, recruits new constituents, and keep constituents engaged.
  • Sustainer “boom” is occurring with organizations investing in 2 nd gift strategies
  • Guide download Webinar series
  • How Do You Measure Up? Current Shifts and Tips in Online Marketing and Fundraising

    1. 1. #C2Webinar Presented by: Dennis McCarthy, Blackbaud Elizabeth Nielsen, Feeding America Ashley Hansen, Care2 Current Shifts and Tips in Online Marketing & Fundraising Watch the full presentation here: http://hub.am/17FKU9o
    2. 2. #C2Webinar Citizens use Care2 for: Starting or signing petitions Spreading news Commenting on blogs Donating $ Joining nonprofits Nonprofits use Care2 for: Recruiting Donors & Supporters Traffic/Branding/Awareness Advocacy Building Facebook fan base Watch the full presentation here: http://hub.am/17FKU9o
    3. 3. #C2Webinar presenters: Dennis McCarthy @blackbaud Liz Nielsen @feedingamerica Ashley Hansen @luvthemtns @care2team Watch the full presentation here: http://hub.am/17FKU9o
    4. 4. #C2Webinar 2012 Benchmarking Report: Framework Methodology Covers 17 self reported NTEE verticals plus Canada, Teams, and National Non Profits. What’s new: email tiers, revenue tiers, and the years your organization has been engaged on line. Requirements: Must be on the Luminate platform for three years to minimize distortion. Report started by Vinay Bhagat, founder of Convio 7th Edition 7th Edition Watch the full presentation here: http://hub.am/17FKU9o
    5. 5. #C2Webinar 2012 Benchmarking Report: Framework Methodology Key Factoids Key Factoids ~500 Nonprofits & affiliates 16.8MDonations 4.2 B Emails sent $1.12 B In revenue Watch the full presentation here: http://hub.am/17FKU9o
    6. 6. #C2Webinar 2012 Key Findings: Email & Traffic Despite double digit decline in website traffic and minimal change in website conversion rates, email files grew Orgs with smaller file sizes correlate to higher rates of growth 12.5% + 12.5% - 14 % Email file size Web traffic Watch the full presentation here: http://hub.am/17FKU9o
    7. 7. #C2Webinar Email opens sees minimal change from previous year, but double digit decline in CTRs. Response rates for appeals also declined Declining response rates illustrate a saturated channel with undifferentiated messaging and campaigns 18.7%. 2012 Key Findings: Email Performance -16% Appeals Click Through Rate -18.7% Appeals Response Rate Watch the full presentation here: http://hub.am/17FKU9o
    8. 8. #C2Webinar Email Performance Metric: Opens What can organizations do to mitigate flat or declining open rates? Trend: Appeals (14.72%) & eNews (15.21%) communication see minimal growth. Vertical: The high performing verticals for appeals were Hospital Foundation and Higher Ed. For eNews, Hospital Foundation and Team Event. Email: All but the two largest email tiers see positive email growth Watch the full presentation here: http://hub.am/17FKU9o
    9. 9. #C2Webinar What can organizations do to mitigate flat or declining click-thru rates? Trend: Appeals (.7%) & eNews (1.95%) see decline of 16% and 11.91%, respectively. Vertical: All verticals except Hospital Foundation and Higher Ed see negative growth for appeals. All verticals except Team Event see negative growth for eNews. Email: All tiers except 125,000-199,000 see positive email growth for appeals. All tiers except 750,00-999,999 see negative growth for eNews. Email Performance Metric: Clicks Watch the full presentation here: http://hub.am/17FKU9o
    10. 10. #C2Webinar Email Performance Metrics: Response What can organizations do to mitigate flat or declining response rates? Trend: The median response rate is .5%, an 18.7% decline. Vertical: Only Hospitals had an increase in response rate of 3.96%. Email: Across all tiers, there were declines except for the 750,000- 999,000 tier where there was a 21% increase in email response rates. Watch the full presentation here: http://hub.am/17FKU9o
    11. 11. #C2Webinar Fundraising continues double digit growth as sustainers and repeat donors grew 27% and 20%, respectively. Average median gift $89 2012 Key Findings: Fundraising Watch the full presentation here: http://hub.am/17FKU9o
    12. 12. #C2Webinar First Time Gifts How much emphasis does Feeding America put on online as a new donor acquisition channel? Trend: The funds raised from first time gifts see a modest 3% growth, but the % of total revenue declined 9%. Vertical: Higher Ed (29%), Hospital Foundation (18%), and Hospitals (22%) see greatest growth. Email: Lower and upper email tiers see strongest growth in first time revenue while middle email tiers struggled the most. Revenue: Organizations with revenue <$99k and >$3m see negative growth in first time revenue, all other positive Watch the full presentation here: http://hub.am/17FKU9o
    13. 13. #C2Webinar Repeat Donations How does your communication strategy differ between first time donors and repeat donors? Trend: Repeat fundraising revenue sees 20% growth; repeat % of total revenue also grew 9%. Vertical: Visitation (54%), Higher Ed (40%), Environment & Wildlife (30%) saw the greatest growth. All verticals see repeat % of total revenue growth. Email: 500,000- 749,999 see greatest growth, but overall smaller email tiers outperformed the larger tiers for repeat fundraising revenue growth. Revenue: All organizations see positive growth, but organizations with revenue >$100K see the greatest growth. Watch the full presentation here: http://hub.am/17FKU9o
    14. 14. #C2Webinar Recurring Donors (i.e. Sustainers) Trend: The median online revenue from recurring gifts of $30,052, a 27% increase. Recurring giving represents 8% of online revenue. Vertical: Verticals with standout performances: Association & Membership, Higher Education, Jewish, and Performing Arts. Email: Organizations with email files >200k see the greatest increase, upwards of 48%. Revenue: Growth % correlates to larger revenue bands, $2-2.9m see 52% growth. How does Feeding America approach sustainers? What was your process in building a sustainer programs? Watch the full presentation here: http://hub.am/17FKU9o
    15. 15. #C2Webinar How is Feeding America using online advocacy to recruit new constituents or and keep constituents engaged? Are there strategies to convert advocates to donors and vice versa? Trend: Though number of advocates increase 8.7%, the % of advocates on file decreased 1%. Advocates who donate see a 12% growth. Vertical: Jewish organizations see a 29.2% increase of advocates who donate followed by Environment & Wildlife and Higher Ed (22.2% and 21.2%, respectively). Email: Highest email tiers see strongest % of advocates who donate, upwards of 38%. Advocacy Watch the full presentation here: http://hub.am/17FKU9o
    16. 16. #C2Webinar The number of advocates grew, but not at rate of total housefile growth. All verticals saw positive growth in number of advocates who give Total Advocates grew by 8.7% while Advocates who donate grew by 12% 2012 Key Findings: Advocates and Advocates who Donate Watch the full presentation here: http://hub.am/17FKU9o
    17. 17. #C2Webinar Free copy of the full report and upcoming webinars www.blackbaud.com/benchmark Additional Resources Watch the full presentation here: http://hub.am/17FKU9o
    18. 18. #C2Webinar thank you! questions? contact us! Dennis McCarthy dennis.mccarthy@blackbaud.com @blackbaud Liz Nielsen enielsen@feedingamerica.org @feedingamerica Ashley Hansen ashleyh@care2team.com @luvthemtns Watch the full presentation here: http://hub.am/17FKU9o

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