5 Biggest Trends in Online Fundraising 2013

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Steve Mac Laughlin shares the 5 Biggest Trends in Online Fundraising 2013.

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5 Biggest Trends in Online Fundraising 2013

  1. 1. 5 BIGGEST TRENDS IN ONLINE FUNDRAISING Steve MacLaughlin Director, Idea Lab Blackbaud © 2013 Blackbaud @smaclaughlin www.npengage.com steve.maclaughlin@blackbaud.com
  2. 2. 2 About Me ‣ Director - Idea Lab at Blackbaud ‣ NTEN Board of Directors ‣ Quoted by The New York Times, The Washington Post, The Los Angeles Times, USA Today, and appeared on National Public Radio ‣ Editor and contributing author of the book Internet Management for Nonprofits ‣ @smaclaughlin ‣ www.npengage.com © 2013 Blackbaud
  3. 3. 3 Trend #1
  4. 4. 4 Online Giving Returned to Double-Digit Growth in 2012
  5. 5. 5 2012 CHARITABLE GIVING REPORT ‣ 3,144 nonprofit organizations and $7.9 billion in total fundraising ‣ 2,581 nonprofits and $512 million in online fundraising ‣ Analysis by size and sector ‣ Interviews with nonprofit experts across 8 sectors ‣ www.blackbaud.com/charitablegiving © 2013 Blackbaud
  6. 6. 6 ‣ Online giving was up nearly 11% in 2012 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  7. 7. 7 ‣ Education organizations grew the most in 2012 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  8. 8. 8 ‣ Overall giving continues to slowly recover Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  9. 9. 9 www.blackbaud.com/blackbaudindex © 2013 Blackbaud
  10. 10. 10 First Year Donor Retention Rates Offline Only Donors Online Only Donors 29% 23% Multichannel Donors 58% ‣ Multichannel donors have the best retention rates Source: Blackbaud © 2013 Blackbaud
  11. 11. 11 First Year Donor Retention Rates ‣ Multichannel donors are much more loyal Source: Blackbaud © 2013 Blackbaud
  12. 12. 12 Trend #2
  13. 13. 13 Online Giving is Predictable
  14. 14. 14 ‣ Most online giving happens in December Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  15. 15. 15
  16. 16. 16 Online Giving by Month ‣ Don’t get caught in the year end trap Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  17. 17. 17 $146 Source: Blackbaud © 2013 Blackbaud
  18. 18. 18 ‣ Education organizations have the highest average online gift amount Source: Blackbaud © 2013 Blackbaud
  19. 19. 19 Online Average Gift Amounts ‣ Online average gift amounts have seasonality Source: Blackbaud © 2013 Blackbaud
  20. 20. 20 Online Giving by Day of Week $700,000,000 $525,000,000 $350,000,000 $175,000,000 $0 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Source: Blackbaud © 2013 Blackbaud
  21. 21. 21 Online Giving by Hour of Day 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm Source: Blackbaud © 2013 Blackbaud
  22. 22. 22 Trend #3
  23. 23. 23 Online Giving is taking the Next Big Step
  24. 24. 24 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  25. 25. 25 ‣ Less than 10% of all giving happens online Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  26. 26. 26 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  27. 27. 27 © 2013 Blackbaud
  28. 28. 28 © 2013 Blackbaud
  29. 29. 29 © 2013 Blackbaud
  30. 30. 30 © 2013 Blackbaud
  31. 31. 31 $25 © 2013 Blackbaud $50 $75 $100
  32. 32. 32 $25 $50 $75 $100 © 2013 Blackbaud
  33. 33. 33 $25 $50 $75 $100 OTHER © 2013 Blackbaud
  34. 34. 34 © 2013 Blackbaud
  35. 35. 35 Trend #4
  36. 36. 36 Event Fundraisers Outperform 3rd Party Fundraisers
  37. 37. 37 Peer-to-Peer Fundraising Benchmarks ‣ 1,275 nonprofit organizations and 28,000 peer-to-peer fundraising events ‣ Over $1 billion in online fundraising ‣ Analysis of traditional and third-party events ‣ Trends, metrics and benchmarks ‣ www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  38. 38. 38 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  39. 39. 39 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  40. 40. 40 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  41. 41. 41 Trend #5
  42. 42. 42 Everything is Now Mobile
  43. 43. 43 © 2013 Blackbaud
  44. 44. 44 Source: http://acrazychicken.blogspot.com/ © 2013 Blackbaud
  45. 45. 45 © 2013 Blackbaud
  46. 46. 46 Source: Litmus, calculated from 230 million opens in September 2013 © 2013 Blackbaud
  47. 47. 47 ‣ 90% of smartphone owners access the same email account on mobile and desktop ‣ 45% of holiday season emails are being opened on mobile ‣ 47% of all email is now opened on a mobile device ‣ 66% of people under 30 use mobile devices to access email Source: Exact Target, Experian, Litmus
  48. 48. 48 Search $$ @! DONATE © 2013 Blackbaud !
  49. 49. 49 www.npengage.com/nonprofit-research/200-more-email-subject-lines-from-endyear-fundraising/ © 2013 Blackbaud
  50. 50. 50 ‣ Challenges worked ‣ Less emphasis on tax deductions ‣ Faux forwards are bad ‣ Size doesn’t matter ‣ Some personalization beats no personalization
  51. 51. 51 One more thing...
  52. 52. 52 “They always say time changes things, but you actually have to change them yourself.” - Andy Warhol
  53. 53. 54 Can’t Get Enough? ‣ Twitter • @smaclaughlin ‣ npENGAGE Blog • www.npengage.com ‣ Blackbaud Index of Charitable Giving • www.blackbaud.com/blackbaudindex © 2013 Blackbaud
  54. 54. 55 THANK YOU Steve MacLaughlin Director, Idea Lab Blackbaud steve.maclaughlin@blackbaud.com Twitter: smaclaughlin Blog: www.npengage.com

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