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Multichannel Fundraising: Magic or Myth?


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Unless you’ve been living under a rock, you’ve heard that multichannel fundraising, i.e. enabling your donors to give via postal mail, your website, telemarketing, social media, etc. is the answer to all of your fundraising woes.

But what if you don’t have the budget or staff to focus on eight (or eighteen) different giving channels?

And, what if you are “firing on all cylinders” but you’re still not seeing magical multichannel results?

We can help!

Join us on Wednesday, June 29 from 3:00 – 4:00ET for Multi-Channel Fundraising: Magic or Myth?

In this webinar, fundraising experts from Union of Concerned Scientists, Blackbaud and Care2 will analyze the most significant results of the newly released 2011 donorCentrics Internet and Multichannel Giving Benchmark Report. This report analyzes data from some of the biggest national nonprofits in the U.S. and includes transactions for over 15 million donors and $1 billion in revenue.

We’ll share the facts and fallacies about online giving. We’ll also talk about the importance of multichannel fundraising for your nonprofit. Finally, we’ll do our best to answer your questions, including:

• Online donors? So what and who cares?
• How can I leverage online and offline giving for better fundraising results?
• Where should I invest my limited budget?

This webinar is free but there are limited spaces. Please register now!


Allison Van Diest, Internet Solutions Architect, Blackbaud

Allison has been a marketing professional for more than a decade. Over the course of her career, she has made the transition from marketing “artist” to marketing “scientist” by uncovering ways to measure the impact of marketing in the organizations she serves. Recently, Allison has been involved in marketing the Blackbaud Internet Solutions division, which provides Internet solutions, marketing strategy and creative assistance to a wide variety of nonprofit customers. She holds a bachelor’s degree in English from Florida State University and a master’s degree in business from The Citadel.

Karla Capers, Online Director, Union of Concerned Scientists

As the online director at Union of Concerned Scientists, Karla Capers manages the organization’s online outreach, advocacy, fundraising and marketing. She works with program staff to develop effective, creative online advocacy campaigns that support policy goals and build the organization’s base of activists, scientists and donors. She develops goals and strategies for, and oversees implementation of, the organization’s online marketing, social media, and supporter engagement activities and works with development staff to create and implement annual online fundraising plans and budgets. Karla joined the UCS in 2005.

Prior to her work at UCS, Karla worked for nine years at Boston-based Corporate Accountability International. In her role as creative director, she oversaw the organization’s website, online advocacy and fundraising, print publications, email communications, and film production.

Jocelyn Harmon, Director of Nonprofit Services, Care2

Jocelyn is passionate about helping nonprofits succeed online so that they can change the world! As Director of Nonprofit Services at Care2 she is responsible for connecting charitable organizations to Care2's 16 million + members and helping them to acquire new donors, members and advocacy supporters online. Jocelyn has worked with some of the biggest and most respected nonprofits in the U.S., including ASPCA, IFAW (International Fund for Animal Welfare), The Nature Conservancy, Defenders of Wildlife, the Carter Center, American Legacy Foundation, and Meals on Wheels Association of America.

Jocelyn is a recognized blogger and speaker on online marketing for social change. Her personal blog, Marketing for Nonprofits, is top-ranked on Alltop. She also writes for Fundraising Success. In 2009, Fast Company recognized her as on

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Multichannel Fundraising: Magic or Myth?

  1. 1. <ul><li>  Multi-Channel Fundraising: Magic or Myth? </li></ul>For Audio Call: 1-408-792-6300 Event Number: 668 795 683 Presented By: Allison Van Diest, Blackbaud Karla Capers, Union of Concerned Scientists Moderator: Jocelyn Harmon, Care2 June 29, 2011
  2. 2. Using WebEx <ul><li>Chat & raise hand </li></ul><ul><li>If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 668 795 683 </li></ul><ul><li>If you lose your internet connection, reconnect using the link emailed to you. </li></ul><ul><li>WebEx Support: 1-866-229-3239 </li></ul>For Audio: 1-408-792-6300 Event Number: 668 795 683
  3. 3. This Webinar is being Recorded <ul><li>The webinar will be available on - Care2 ’s Nonprofit Marketing Blog. </li></ul><ul><li>You will receive a link to this presentation following the webinar. </li></ul><ul><li>Tweeting the webinar? Use the Twitter hashtag: #Care2 </li></ul>For Audio: 1-408-792-6300 Event Number: 668 795 683
  4. 4. What is Care2? <ul><li> is an online social action network with 16 million + members (75% are women!) who care about women ’s rights, environment and wildlife, international development and more. </li></ul><ul><li>We help nonprofits (like yours!) acquire new donors, members and advocacy supporters online. </li></ul><ul><li>Check our current nonprofit campaigns at </li></ul><ul><li>Subscribe to our blog – </li></ul><ul><li>Contact me at [email_address] </li></ul>
  5. 5. Allison Van Diest Blackbaud
  6. 6. <ul><li>1,800+ nonprofit organizations in the US </li></ul><ul><li>Small, medium, and large organization </li></ul><ul><li>Analysis of seven nonprofit sectors </li></ul><ul><li>Insights into online disaster giving </li></ul><ul><li>Research into online major giving </li></ul>2010 Online Giving Report
  7. 7. 2011 Internet and Multichannel Giving Benchmarking Report <ul><li>Reflects 15.6 million donors and $1.16 billion dollars in revenue </li></ul><ul><li>Twenty-eight of the largest nonprofits </li></ul><ul><li>Insights into acquisition, retention and lifetime value of donors based on giving channel </li></ul><ul><li> </li></ul>
  8. 8. Online giving keeps growing Source: 2010 Online Giving Report, Blackbaud
  9. 9. Online giving was more than $20 billion in 2010 Source: 2010 Online Giving Report, Blackbaud % of Total Giving
  10. 10. 88% of nonprofits had at least one online gift of $1,000 or more Source: 2010 Online Giving Report, Blackbaud
  11. 11. International relief and P2P giving dominated 2010 Source: Chronicle of Philanthropy   Organization Sector 2010 Online Giving Giving Focus 1 United Way Worldwide Social Service $359,835,899 International Relief 2 American Red Cross Social Service $188,622,721 International Relief 3 Leukemia & Lymphoma Society Health $78,949,225 P2P Giving 4 National Multiple Sclerosis Society Health $73,475,000 P2P Giving 5 Doctors Without Borders USA International $51,471,242 International Relief 6 American Heart Association Health $36,900,000 P2P Giving 7 World Vision   International $36,900,000 International Relief 8 Samaritan's Purse International $33,219,962 International Relief 9 United States Fund for UNICEF International $32,536,673 International Relief 10 Partners in Health Health $28,000,000 International Relief 11 Salvation Army Social Service $27,042,979 International Relief 12 Alzheimer's Association Health $22,545,782 P2P Giving 13 Catholic Relief Services International $21,217,026 International Relief 14 Cystic Fibrosis Foundation Health $16,395,691 P2P Giving 15 Autism Speaks Health $15,203,865 P2P Giving 16 Islamic Relief USA International $14,375,730 International Relief 17 Save the Children International $14,030,926 International Relief 18 Young Life   Religious $13,475,656 Annual Giving 19 Dana-Farber Cancer Institute Health $11,912,000 P2P Giving 20 Mercy Corps   International $11,104,423 International Relief 21 Habitat for Humanity International Social Service $9,899,360 International Relief 22 Feed the Children International $9,745,247 International Relief 23 Stanford University Higher Education $9,380,727 Annual Giving 24 Wycliffe Bible Translators Religious $9,073,278 International Relief 25 University of Pennsylvania Higher Education $9,023,767 Annual Giving
  12. 12. Most gifts are still coming through the mail Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report
  13. 13. But more new donors are coming in online every year Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report
  14. 14. … especially from younger new donors Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report
  15. 15. Donors acquired online are younger and have higher incomes
  16. 16. Donors acquired online give larger gifts
  17. 17. Donors acquired online give more over time Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report
  18. 18. Donors acquired online who use multiple channels to give are worth even more: <ul><li>1.5x online-acquired donors who stay online </li></ul><ul><li>2.7x offline-acquired donors </li></ul>Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report
  19. 19. But…donors acquired online aren ’t quite as loyal Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report
  20. 20. <ul><li>40 </li></ul>Percent of online-acquired donors who switch to offline channels when they do choose to renew:
  21. 21. Percent of online-acquired donors who switch to offline channels when they do choose to renew:
  22. 22. <ul><li>Can ’t stop investing energy and resources offline – that’s where most of the money is </li></ul><ul><li>Can ’t stop investing creativity and resources online – that’s where most of the new growth and younger donors are </li></ul><ul><li>Must start investing in the proven online/offline package – online-acquired donors that switch channels have the highest lifetime value to your organization </li></ul>So what does it all mean?
  23. 23. Karla Capers Union of Concerned Scientists
  24. 24. Who we are <ul><li>$20 million annual income </li></ul><ul><li>73% from individual members </li></ul><ul><li>75,000 members 41% have working emails on file </li></ul><ul><li>Email list size of 350,000 (85% never given $) 100% have mailing address on file </li></ul><ul><li>Membership staffing: </li></ul><ul><ul><li>Membership Director: responsible for mail and phone </li></ul></ul><ul><ul><li>50% Online Director: responsible for online fundraising </li></ul></ul><ul><ul><li>Other staff are responsible for Major Gifts ($1,000+) </li></ul></ul>
  25. 25. Online Income
  26. 26. Percent of current year donors by giving type
  27. 27. Percent of new donors giving online
  28. 28. Current year revenue per donor by giving type
  29. 29. Retention
  30. 30. What are we doing? <ul><ul><li>online appeals offline donors </li></ul></ul><ul><ul><li>mail appeals online donors and prospects </li></ul></ul><ul><ul><li>Everyone with an email address gets: </li></ul></ul><ul><ul><ul><ul><li>Action alerts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Event invitations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Monthly e-newsletter </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Other informational updates and cultivation messages </li></ul></ul></ul></ul>
  31. 31. What are we doing? <ul><ul><li>Integrating online and offline appeals and cultivation </li></ul></ul>
  32. 32. What are we considering doing? <ul><ul><li>Phoning </li></ul></ul><ul><ul><li>Monthly giving </li></ul></ul><ul><ul><li>$1,000+ integration </li></ul></ul><ul><ul><li>Testing and Reporting </li></ul></ul>
  33. 33. Questions? <ul><li>Contact Us: </li></ul><ul><li>Allison Van Diest </li></ul><ul><li>[email_address] </li></ul><ul><li>Karla Capers </li></ul><ul><li>[email_address] </li></ul><ul><li>Jocelyn Harmon </li></ul><ul><li> [email_address] </li></ul><ul><li>@jocelynharmon </li></ul>