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Kickoff 2014 with a strategic online program


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Kickoff 2014 with a strategic online program

  1. 1. K I C K O F F 2 0 1 4 W I T H A S T R AT E G I C O N L I N E FUNDRAISING PROGRAM DECEMBER 18, 2013 12/19/2013 Footer 1
  2. 2. Danielle Johnson Vermenton Sr. Interactive Consultant Go! Team • Former nonprofit fundraiser • Lives in Atlanta, GA • If I weren’t doing this I would be a chef 12/19/2013 Blackbaud Confidential 2
  3. 3. TODAY’S TOPICS What is today’s online fundraising landscape It’s alive!! Or is it? Ready, Set, Go! The proof is in the numbers Of course we’ll have Q&A 12/19/2013 Blackbaud Confidential 3
  4. 4. NO END IN SIGHT TO GROWTH 12 months of double digit growth in online giving from 2500 orgs And…the Luminate Online Marketing Benchmark Study has seen double-digit growth in online giving for the past 3 years! 12/19/2013 Blackbaud Confidential 4
  5. 5. ONLINE MARKETING BENCHMARK BACKS IT UP US HIGHLIGHTS • Sustainer growth 27% • Sustainer growth 30% • Repeat fundraising growth 20% • Repeat fundraising growth 20% • Email file growth over 12% • Email file growth was almost 17% • Average online donation $89 • Average online donation $85 • Value of email $13 • Value of email $15 • 12/19/2013 CANADIAN HIGHLIGHTS 14.34% open rates • 22.98% open rates Blackbaud Confidential 5
  6. 6. A R E Y O U T H E I R FAV O R I T E C H A R I T Y ? Donors prefer to spread the word by email, Facebook and in person More than ½ of donors received information from their favorite charity’s website and by email NTEN Donor Engagement Benchmark Study 2012 12/19/2013 Blackbaud Confidential 6
  7. 7. American Giving Baby Boomers give 43% of total giving in the US More Gen X & Y reported giving online vs postal mail in the past 2 years 42% of Boomers say they give online, less than direct mail Gen X & Y want to know how they’re money is making an impact 12/19/2013 interactive version: Blackbaud Confidential Checkoutthe 7
  8. 8. Canadian Giving Strong majority of Canadians say they have made some sort of donation Most donors don’t plan to expand their giving in the coming year Generation X is catching up to Boomers in influence and giving Multichannel is the new normal, but the mix varies from gen to gen 12/19/2013 Blackbaud Confidential 8
  9. 9. EMAIL IS KING It isn’t going away It converts higher than social Growing donor preference It’s personal & timely Direct mail isn’t dead, but… Sources: Converts Higher Growing Preference: NTEN Donor Engagement Benchmark Study 2012 12/19/2013 Blackbaud Confidential 9
  10. 10. My email is alive! Or is it ? 12/19/2013 Blackbaud Confidential 10
  11. 11. How does your online program stack up? donation form is optimized for conversion have eNews sign-up on website accept monthly gifts send monthly online communications welcome series for new subscribers in-house design resources multi-part integrated fundraising campaigns software can segment, target and automate campaigns 30% housefile and online revenue growth 12/19/2013 Blackbaud Confidential 11
  12. 12. EPHILANTHROPY IS YOUR ANNUAL FUND PIPELINE Middle & Major Gifts Sustained Giving Grants & Foundation Direct Mail Online & Social Special Events 12/19/2013 Blackbaud Confidential Corporate Giving 12 Planned Giving
  13. 13. Where do you begin? 12/19/2013 Blackbaud Confidential 13
  14. 14. + Accomplished over 12 months 12/19/2013 Blackbaud Confidential 14
  15. 15. Content Management Email Marketing Donation Management Reporting & Analytics Event Fundraising eCommerce 12/19/2013 Blackbaud Confidential 15 Automation Segmentation Testing
  16. 16. Industry Leading Software Group Strategy & Consulting Set up & Implementation Bi Tool Weekly Training Calls Best Practices 12/19/2013 Blackbaud Confidential Go! Essentials Production Services Coaching & Feedback Four email Campaigns 16 Client Forum Analytics
  17. 17. Welcome Series eNews and eCards End of Year Ongoing Tools Training, Client Forum & Support 12/19/2013 Blackbaud Confidential 17 Sustained Giving Housefile Building
  18. 18. Challenges • Using 3 vendors/software for online marketing & fundraising • Email system did not allow for easy email acquisition • No inhouse design resources • Losing money on monthly giving • Limited staff knowledge What appealed to us was the fact that we would receive one year of training with setting up templates for emails, enewsletters, donation forms that could be used going forward. It was a long learning curve, but the results were worth it. – Chris Schwartz, Director of Development 12/19/2013 Blackbaud Confidential 18
  19. 19. Challenges • • • • Small housefile No frills website Limited in-house design services Small volunteer team redesigned their website added interactive functionality improved communication increased overall donations Grew housefile by 66% Grew fundraising by 229% 12/19/2013 Blackbaud Confidential 19
  20. 20. GO! FUNDRAISING RESULTS Industry benchmark 12% Industry benchmark 11% GROWTH IN FUNDRAISING YEAR TWO 42% 12/19/2013 Blackbaud Confidential 20
  21. 21. Content Management Email Marketing Automation Segmentation Testing Donation Management Website Direct Mail Major Gifts Volunteers Corporate Giving Marketing & PR Foundation/Grants Special Events Social Media Reporting & Analytics Event Fundraising eCommerce 12/19/2013 Blackbaud Confidential 21
  22. 22. Questions 12/19/2013 Blackbaud Confidential 22