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INFOGRAPHIC: The State of Online Giving


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INFOGRAPHIC: The State of Online Giving

  1. 1. 3% First time îî Text advertising through Google’s Search Network only Source: Online Marketing Benchmark Study for Nonprofits, Blackbaud IS YOUR NONPROFIT ELIGIBLE FOR A GOOGLE FOR NONPROFITS GOOGLE GRANT? Sustainer 27% Online donation GROWTH i n 2 0 1 2 One time 10% Repeat 20% NO Do you have a 501(c)(3) status determined by the IRS? Are you located in the United States, England, or Wales? NO Does your organization already have a Google for Nonprofits membership? NO YES YES YES GOOGLE GRANTS TOP 5 VERTICALS w i t h h i g h e s t m e d i a n o n l i n e d o n a t i o n 0 30 20 10 îî Grants of up to $10,000 available to advertise through AdWords THE STATE OF ONLINE GIV NG:Online Marketing Opportunities for Nonprofits 7%Online giving GIVING OVERALL 11.6%Online Revenue GROWTH i n 2 0 1 2 $ OPPORTUN TIES Average online gift $89 Higher Education1 Hospitals2 Human & Social Services3 Disaster & International Relief4 Visitation5 If you don’t have enough information about your supporters, consider developing personas to get a better idea of what motivates their decisions to support your organization and how you can best target them. Your organization is not eligible to apply for the Google for Nonprofits program YES Is your organization a government entity/organization, a hospital, a health care organization, or a religious organization? NO YES NO NO Are you a philanthropic arm of the educational organization? YES Is your organization a school, childcare center, academic institution, or university? FACEBOOK ADS Sources: 2013 eNonprofit Benchmark Study, M + R Strategic Services and NTEN Nonprofit Social Network Benchmark Report 2012, NTEN, Common Knowledge and Blackbaud îî YouTube for Nonprofits is free for members of Google for Nonprofits îî Provides enhanced tools for nonprofits using YouTube, including donation buttons and Call-To-Action overlays îî Ability for nonprofits to get more value from their videos at no additional cost, while also tracking the true impact of video YOUTUBE FOR NONPROFITS value that investment in video feel that budget is the biggest barrier to video invtestment 92% 79% Source: Into Focus – A Benchmark Guide to Effective Nonprofit Video; See3, YouTube, Edelman Do not know Other Based on click-through rates and actions taken Anecdotally Views of nonprofits either don’t know how to track the impact of video, or only track it anecdotally. 76% While there is not currently a Facebook advertising program available for nonprofits, Facebook Ads are an opportunity for nonprofits to engage with new donors and their existing base, while increasing awareness and revenue: TARGET AUDIENCE Consumers Direct Sales Awareness Lead Generation MARKETING GOALS KNOWN AUDIENCE DEMOGRAPHICS Interests Geographic Location Nonprofit w h o i n v e s t i n v i d e o MARKETERS îî Link and Share posts are most effective at driving website traffic Facebook a u d i e n c e c o n s i d e r a t i o n s ADVERTISING 46%Nonprofit Fan GROWTH i n 2 0 1 2 average cost (over the 12 months following acquisition) average value $21481 $350 FACEBOOK LIKE To request a quote, call 800.939.5938 x1 or visit ©2014, All information in this document is the property of Marketing Mojo. YES Are you an umbrella organization? Only one membership is allowed per organization; your organization is not eligible to apply for the Google for Nonprofits program NO APPLY FOR GOOGLE FOR NONPROFITS! Your organization is not eligible to apply for the Google for Nonprofits program, but learn more about Google’s program for educational institutions article/0,,id=96210,00.html Apply through the IRS nonprofits/bin/ =1656885&answer=1614602 Find programs available in your country