2011 Online Giving Trends by Blackbaud
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The document discusses online giving trends in 2011 based on a report from Blackbaud. Some key findings include: online gifts accounted for 6% of total giving and increased 13% year-over-year; most giving occurs in the 4th quarter with December representing 20.3% of annual online donations; 87% of nonprofits received at least one online gift of $1,000 or more; and sectors like education and international affairs saw double-digit growth in online giving since 2009 despite a drop for international groups in 2011. The document also provides recommendations for nonprofits to optimize online fundraising, such as engaging donors year-round through various digital channels and marketing strategies.
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2011 Online Giving Trends by Blackbaud
- 1. 2011 ONLINE GIVING #onlinegiving 3/22/2012 Putting the Puzzle Pieces Together 1
- 2. Frank Barry Digital Marketing Director Blackbaud @franswaa www.netwitsthinktank.com 3/22/2012 Putting the Puzzle Pieces Together 2
- 3. ONLINE GIFTS ACCOUNT FOR 6% 3/22/2012 Putting the Puzzle Pieces Together 3
- 4. ONLINE GIVING UP 13% Y0Y 3/22/2012 Putting the Puzzle Pieces Together 4
- 5. INT’L AFFAIRS TAKES A HIT, BUT … 3/22/2012 Putting the Puzzle Pieces Together 5
- 6. MOST GIVING HAPPENS IN Q4 End-of-year giving accounts for 34.8% of online giving (Q4) and December represented 20.3% of the total. 3/22/2012 Putting the Puzzle Pieces Together 6
- 7. PEOPLE ARE GETTING MORE COMFORTABLE 87% of nonprofits had at least one online gift of $1,000 or more Distribution of online gifts of $1,000+ 3/22/2012 Putting the Puzzle Pieces Together 7
- 8. MOST SECTORS ARE SEEING GREAT GROWTH • We have seen double- digit growth across the board since 2009. • Even with a significant drop in online giving to International Affairs groups in 2011, they are still up over 75% since 2009. • Online giving to the Education sector is up 40% since 2009. 3/22/2012 Putting the Puzzle Pieces Together 8
- 9. WHY DOES ALL THE DATA MATTER? 3/22/2012 Putting the Puzzle Pieces Together 9
- 10. 3/22/2012 Putting the Puzzle Pieces Together 10
- 11. 3/22/2012 Putting the Puzzle Pieces Together 11
- 12. 3/22/2012 Putting the Puzzle Pieces Together 12
- 13. 3/22/2012 Putting the Puzzle Pieces Together 13
- 14. 3/22/2012 Putting the Puzzle Pieces Together 14
- 15. WHAT TO DO ABOUT IT? 5 Things Your Nonprofit Can Do Today 3/22/2012 Putting the Puzzle Pieces Together 15
- 16. HAVE PEOPLE OVER YEAR ROUND • Partner up with like minded organizations. • Content marketing (i.e. blogging) • Search Engine Optimization • Paid Search (i.e. Google Adwords) • Social Media Engagement • Email Communication (i.e. eNewsletter) • Paid advertising (Facebook, Twitter, Google display network, etc) 3/22/2012 Putting the Puzzle Pieces Together 16
- 17. PUT YOUR BEST FOOT FORWARD 3/22/2012 Putting the Puzzle Pieces Together 17
- 18. CLEAN UP YOUR HOUSE 3/22/2012 Putting the Puzzle Pieces Together 18
- 19. KEEP IN TOUCH (RETENTION) 3/22/2012 Putting the Puzzle Pieces Together 19
- 20. MAKE PEOPLE WANT TO TELL OTHERS • ToMamaWithLove • EpicThanks • Charity:Water • Puzzle Builder 3/22/2012 Putting the Puzzle Pieces Together 20
- 21. Photo credit: http://www.gapingvoid.com 3/22/2012 Putting the Puzzle Pieces Together 21
- 22. GRAB THE REPORT 2011 Online Giving by Blackbaud 3/22/2012 Putting the Puzzle Pieces Together 22
Editor's Notes
- Section header
- Up 13% year-over-year.54% of the organizations experienced results at or above this growth rate.
- Haiti in 2010*Excluding large International Affairs organizations.
- End-of-year giving accounts for 34.8% of online giving (Q4). December represented 20.3% of this total.
- Distribution of $1k online gifts87% of organizations had at least one online gift of $1,000+.The largest online gift made in 2011 was $260,000.
- Section header
- Donor acquisition tool
- Younger crowd
- More individual monetary worth
- Bigger gifts
- More lifetime value
- Section header
- Most of online giving happens in December.In fact, a lot happens in the final few days of the year.But there is risk in relying too much on year end giving because the inbox keeps getting more and more crowded.
- Humane societyRecurring giving focus
- Charity:WaterClean websiteClear call to actionSimple, focused giving formGreat reason for giving% of gift that goes to the misionWhere the money goes
- HOPE Worldwide retain 15% of their new Haiti-related donors in the first yearImplemented a year-long multichannel campaign to keep new donors informed on progress.Tell people what you’ve doneUse email effectively