Kickoff 2014 with a strategic online program

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How to launch a strategic online fundraising program for your nonprofit by Danielle Johnson

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  • --
  • Introductions
  • This is the Blackbaud Index, you can check it out online and event compare yourself to sectors and size of org.
  • The strong rates for recurring and repeat donors indicate that donor loyalty is an important area. Declining response rates illustrate a saturated channel with undifferentiated messaging, and an opportunity for nonprofits to improve their own status through personalized communications.
  • NTEN Donor Engagement Study 2012 – almost 2,000 donors were surveyedthe message is clear – online engagement & communication is growing as a preference for all age segments. Even the 50+ crowd showed a pref for online communications. Website is KING for all.THE POINT – do you know your donor’s preferences? Do you know WHO your donors are? Gender? Age? Are you engaging them the right way? Are you using the right methods to communicate and engage?
  • When a donate button and enews are cutting it anymore. How does your program stack up? Do you have the right tools? Internal resources & knowledge? Are you seeing results?
  • How well you do online – email, website, social – will impact your overall goal dept goal. It isn’t enough to just send an enews once a quarter. You have to craft the right story, know your audience, use the best tools, get trained…
  • There is a lot involved in running an online fundraising programHow do you and your team navigate how best to do it?The strategy, best practices, analytics, design and then you need to learn the tools?!
  • Path of less riskOngoing support Save time & money, do it right from day 1Tools to grow, not just for todaySustainable
  • DANIELLE
  • Luminate Online is the leader in the market for nonprofits.Robust tool, it will grow with your needsDo it with one platformBuilt for acquisition, engagement, solicitation & retentionTools allow for smarter and more advanced tacticsHas a unique customer forum with DIY kitsUnlimited training resources
  • Wrapping upHow does Go help? It’s so much more than email…
  • Average online FR growth
  • Luminate Online is the leader in the market for nonprofits.Robust tool, it will grow with your needsDo it with one platformBuilt for acquisition, engagement, solicitation & retentionTools allow for smarter and more advanced tacticsHas a unique customer forum with DIY kitsUnlimited training resources
  • 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 NOVEMBER 19, 2013 11/21/2013 Footer 1
    2. 2. Danielle Johnson Vermenton Sr. Interactive Consultant Go! Team • Former nonprofit fundraiser • Passionate about strategy, donor stewardship and vision • Lives in Atlanta, GA 11/21/2013 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… Of course we’ll have Q&A 11/21/2013 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! 11/21/2013 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 • 11/21/2013 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 11/21/2013 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 need to know how they’re money is making an impact 11/21/2013 interactive version: http://www.blackbaud.com/NextGenGraphic 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 11/21/2013 Blackbaud Confidential 8
    9. 9. EMAIL IS KING It isn’t going away It converts higher than social Growing donor preference It’s a personal Direct mail isn’t dead, but… Sources: Converts Higher http://social.razoo.com/2011/10/email-fundraising-is-still-king/ Growing Preference: NTEN Donor Engagement Benchmark Study 2012 11/21/2013 Blackbaud Confidential 9
    10. 10. My email is alive! Or is it ? 11/21/2013 Blackbaud Confidential 10
    11. 11. EPHILANTHROPY IS YOUR ANNUAL FUND PIPELINE Middle & Major Gifts Sustained Giving Grants & Foundation Direct Mail Online & Social Special Events 11/21/2013 Blackbaud Confidential Corporate Giving 11 Planned Giving
    12. 12. How does your online program stack up? Plan  send monthly eNews  welcome new subscribers  donation form is optimized for conversion Grow  have eNews sign-up on website Engage  accept monthly gifts online  we have in-house design resources  run multi-part EOY and sustained giving campaigns  software can segment, target and automate campaigns  increase in funds raised by more than 50% from 2011 to 2012 11/21/2013 Blackbaud Confidential 12 Raise Funds
    13. 13. 11/21/2013 Blackbaud Confidential 13
    14. 14. THE GO! ESSENTIALS PROGRAM A proven action plan Luminate Online fundraising software A team of your peers and Blackbaud coaches to guide you Tangible results today Knowledge to build upon tomorrow 11/21/2013 Blackbaud Confidential 14
    15. 15. + Accomplished over 12 months 11/21/2013 Blackbaud Confidential 15
    16. 16. LUMINATE ONLINE Content Management Email Marketing Donation Management Reporting & Analytics Event Fundraising eCommerce 11/21/2013 Blackbaud Confidential 16 Automation Segmentation Testing
    17. 17. Industry Leading Software Group Strategy & Consulting Set up & Implementation Bi Tool Weekly Trainings Calls Best Practices 11/21/2013 Blackbaud Confidential How does Go! help you? Production Services Coaching & Feedback Four email Campaigns 17 Client Forum Benchmarks
    18. 18. Welcome Series eNews and eCards End of Year Ongoing Tools Training, Client Forum & Support 11/21/2013 Blackbaud Confidential 18 Sustained Giving Housefile Building
    19. 19. GO! ONLINE FUNDRAISING RESULTS Industry benchmark 12% Industry benchmark 11% GROWTH IN FUNDRAISING YEAR TWO 42% 11/21/2013 Blackbaud Confidential 19
    20. 20. Content Management Automation Segmentation Testing Go! Essentials Email Marketing Group Consulting Webinars Best Practices & Strategy Coaching & Feedback Tools Training Production Services Client Forum & Support Analytics & Benchmarks Donation Management Reporting & Analytics Event Fundraising eCommerce 11/21/2013 Blackbaud Confidential 20
    21. 21. Questions 11/21/2013 Blackbaud Confidential 21

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