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  5 Biggest Trends in
  Online Fundraising
                          #12NTCnptrends


Steve MacLaughlin - Director, Internet Solutions
                    Blog: www.nptrends.com
                         Twitter: smaclaughlin



                                               © 2012 Blackbaud

About Me
‣ Director - Internet Solutions
   Blackbaud, Inc.
‣ 15+ years of Internet experience
‣ Frequent speaker at nonprofit
   conferences and events
‣ Serves on the Board of Directors
   of NTEN
                                      Blog: www.nptrends.com
‣ Editor and contributing author of
   the book Internet Management
   for Nonprofits                      Twitter: @SMacLaughlin




                                                               © 2012 Blackbaud
3
Trend No. 1

              © 2012 Blackbaud
4
Online Giving in 2011


                       13%
   Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                       © 2012 Blackbaud

      2011 Online
     Giving Report
 ‣ 1,800+ nonprofit organizations
 ‣ Small, medium, and large
    organizations
 ‣ Analysis of eight nonprofit sectors
 ‣ Research into online major giving
 ‣ Help with online benchmarking

www.blackbaud.com/onlinefundraising




                                        © 2012 Blackbaud
6
                                  n = 1,895


‣ Up 13% when International Affairs are excluded

         Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                             © 2012 Blackbaud
7
                         n = 1,895
Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                    © 2012 Blackbaud
8
Trend No. 1½

           © 2012 Blackbaud
9
                        20%
            of online giving happens
           in the month of December


Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel
                                                                                                   © 2012 Blackbaud
10
                           n = 1,895

Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                    © 2012 Blackbaud
11
                                    n = 1,895




‣ Diversifying when giving happens is important
         Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                             © 2012 Blackbaud
12
                           n = 2,395
Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                    © 2012 Blackbaud
13
Trend No. 2

              © 2012 Blackbaud
14
                                             Less than



                                   10%
                                   of all fundraising
                                       in the US
                                    happens online
Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                    © 2012 Blackbaud
15
                                      n = 1,560


‣ Decreased from 7.6% in 2010
        Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                            © 2012 Blackbaud
16
                              n = 1,560
Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                    © 2012 Blackbaud
17
                                              $315,000,000,000



                                              $210,000,000,000

              Offline
                                              $105,000,000,000



2006   2007   2008   2009                     $0
                             2010    2011



‣ Giving is in a slow transitional phase
                                      Source: Giving USA, Blackbaud
                                                                © 2012 Blackbaud
18
Offline



   Source: National Index of Fundraising Performance, Target Analytics
                                                                   © 2012 Blackbaud
19
Trend No. 3

              © 2012 Blackbaud
20
                        32%
of online donors switch channels
  and give offline the next year


Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel
                                                                                                   © 2012 Blackbaud
2011 donorCentrics Internet
                                   
  and Multichannel Giving
   Benchmarking Report
 ‣ 28 nonprofit organizations
 ‣ 15 million donors
 ‣ $1+ billion in revenue
 ‣ Trends from 2007 to 2010
 ‣ Multichannel donor analysis


www.blackbaud.com/multichannel




                                 © 2012 Blackbaud
22
Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel
                                                                                                   © 2012 Blackbaud
23
Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel
                                                                                                   © 2012 Blackbaud
24
Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel
                                                                                                   © 2012 Blackbaud
25
Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel
                                                                                                   © 2012 Blackbaud
26
Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel
                                                                                                   © 2012 Blackbaud
27
Trend No. 4

              © 2012 Blackbaud
28
                        75%
     of peer-to-peer fundraising
    participants are lost each year


Source: 2011 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights,http://www.blackbaud.com/rwr
                                                                                                   © 2012 Blackbaud

  2012 donorCentrics
Peer-to-Peer Fundraising
 Benchmarking Insights
‣   10 national event programs
‣   Alzheimer’s Association
‣   American Diabetes Association
‣   Arthritis Foundation
‣   Easter Seals
‣   March of Dimes
‣   National Multiple Sclerosis Society
     www.blackbaud.com/RWR



                                          © 2012 Blackbaud
30
‣ Teams outperform individuals in fundraising

  Source: 2011 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights,http://www.blackbaud.com/rwr
                                                                                                     © 2012 Blackbaud
31
‣ Only 25% of fundraising participants are retained
  Source: 2011 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights,http://www.blackbaud.com/rwr
                                                                                                     © 2012 Blackbaud
32
Trend No. 5

              © 2012 Blackbaud
33
                    54%
      of nonprofits say of goal of
      social media is fundraising


Source: 2012 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com
                                                                                              © 2012 Blackbaud

       2012 Nonprofit
      Social Network
     Benchmark Report
 ‣   3,500+ nonprofit professionals
 ‣   NTEN
 ‣   Common Knowledge
 ‣   Blackbaud

www.nonprofitsocialnetworksurvey.com




                                      © 2012 Blackbaud
35
Source: 2012 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com
                                                                                              © 2012 Blackbaud
36
Source: 2012 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com
                                                                                              © 2012 Blackbaud
37
Source: 2012 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com
                                                                                              © 2012 Blackbaud
38
“One more thing...”


                  © 2012 Blackbaud





© 2012 Blackbaud
40
                         n = 1,895


Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
                                                                                    © 2012 Blackbaud
41
Can’t Get Enough?
 ‣ Twitter
   • @smaclaughlin

 ‣ Nonprofit Trends
   • www.nptrends.com

 ‣ Blackbaud Index of Charitable Giving
   • www.blackbaud.com/blackbaudindex
   • Text “Index” to 69866
                                          © 2012 Blackbaud

    Thank You
    Steve MacLaughlin
    Director, Internet Solutions
    steve.maclaughlin@blackbaud.com


    Twitter: smaclaughlin
    Blog: www.nptrends.com




                                      © 2012 Blackbaud

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5 Biggest Trends in Online Fundraising (2012)

  • 1.  5 Biggest Trends in Online Fundraising #12NTCnptrends Steve MacLaughlin - Director, Internet Solutions Blog: www.nptrends.com Twitter: smaclaughlin © 2012 Blackbaud
  • 2.  About Me ‣ Director - Internet Solutions Blackbaud, Inc. ‣ 15+ years of Internet experience ‣ Frequent speaker at nonprofit conferences and events ‣ Serves on the Board of Directors of NTEN Blog: www.nptrends.com ‣ Editor and contributing author of the book Internet Management for Nonprofits Twitter: @SMacLaughlin © 2012 Blackbaud
  • 3. 3 Trend No. 1 © 2012 Blackbaud
  • 4. 4 Online Giving in 2011 13% Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 5. 2011 Online Giving Report ‣ 1,800+ nonprofit organizations ‣ Small, medium, and large organizations ‣ Analysis of eight nonprofit sectors ‣ Research into online major giving ‣ Help with online benchmarking www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 6. 6 n = 1,895 ‣ Up 13% when International Affairs are excluded Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 7. 7 n = 1,895 Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 8. 8 Trend No. 1½ © 2012 Blackbaud
  • 9. 9 20% of online giving happens in the month of December Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel © 2012 Blackbaud
  • 10. 10 n = 1,895 Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 11. 11 n = 1,895 ‣ Diversifying when giving happens is important Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 12. 12 n = 2,395 Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 13. 13 Trend No. 2 © 2012 Blackbaud
  • 14. 14 Less than 10% of all fundraising in the US happens online Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 15. 15 n = 1,560 ‣ Decreased from 7.6% in 2010 Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 16. 16 n = 1,560 Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 17. 17 $315,000,000,000 $210,000,000,000 Offline $105,000,000,000 2006 2007 2008 2009 $0 2010 2011 ‣ Giving is in a slow transitional phase Source: Giving USA, Blackbaud © 2012 Blackbaud
  • 18. 18 Offline Source: National Index of Fundraising Performance, Target Analytics © 2012 Blackbaud
  • 19. 19 Trend No. 3 © 2012 Blackbaud
  • 20. 20 32% of online donors switch channels and give offline the next year Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel © 2012 Blackbaud
  • 21. 2011 donorCentrics Internet  and Multichannel Giving Benchmarking Report ‣ 28 nonprofit organizations ‣ 15 million donors ‣ $1+ billion in revenue ‣ Trends from 2007 to 2010 ‣ Multichannel donor analysis www.blackbaud.com/multichannel © 2012 Blackbaud
  • 22. 22 Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel © 2012 Blackbaud
  • 23. 23 Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel © 2012 Blackbaud
  • 24. 24 Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel © 2012 Blackbaud
  • 25. 25 Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel © 2012 Blackbaud
  • 26. 26 Source: 2011 donorCentrics Multichannel Giving Report, Blackbaud http://www.blackbaud.com/multichannel © 2012 Blackbaud
  • 27. 27 Trend No. 4 © 2012 Blackbaud
  • 28. 28 75% of peer-to-peer fundraising participants are lost each year Source: 2011 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights,http://www.blackbaud.com/rwr © 2012 Blackbaud
  • 29.  2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights ‣ 10 national event programs ‣ Alzheimer’s Association ‣ American Diabetes Association ‣ Arthritis Foundation ‣ Easter Seals ‣ March of Dimes ‣ National Multiple Sclerosis Society www.blackbaud.com/RWR © 2012 Blackbaud
  • 30. 30 ‣ Teams outperform individuals in fundraising Source: 2011 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights,http://www.blackbaud.com/rwr © 2012 Blackbaud
  • 31. 31 ‣ Only 25% of fundraising participants are retained Source: 2011 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights,http://www.blackbaud.com/rwr © 2012 Blackbaud
  • 32. 32 Trend No. 5 © 2012 Blackbaud
  • 33. 33 54% of nonprofits say of goal of social media is fundraising Source: 2012 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com © 2012 Blackbaud
  • 34. 2012 Nonprofit Social Network Benchmark Report ‣ 3,500+ nonprofit professionals ‣ NTEN ‣ Common Knowledge ‣ Blackbaud www.nonprofitsocialnetworksurvey.com © 2012 Blackbaud
  • 35. 35 Source: 2012 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com © 2012 Blackbaud
  • 36. 36 Source: 2012 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com © 2012 Blackbaud
  • 37. 37 Source: 2012 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com © 2012 Blackbaud
  • 38. 38 “One more thing...” © 2012 Blackbaud
  • 40. 40 n = 1,895 Source: 2011 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising © 2012 Blackbaud
  • 41. 41 Can’t Get Enough? ‣ Twitter • @smaclaughlin ‣ Nonprofit Trends • www.nptrends.com ‣ Blackbaud Index of Charitable Giving • www.blackbaud.com/blackbaudindex • Text “Index” to 69866 © 2012 Blackbaud
  • 42. Thank You Steve MacLaughlin Director, Internet Solutions steve.maclaughlin@blackbaud.com Twitter: smaclaughlin Blog: www.nptrends.com © 2012 Blackbaud