5 BIGGEST TRENDS IN
ONLINE FUNDRAISING
Steve MacLaughlin
Director, Idea Lab
Blackbaud
© 2013 Blackbaud

@smaclaughlin
www....
2

Trend #1
3

Online Giving Returned to
Double-Digit Growth in 2012
4

2012 CHARITABLE GIVING REPORT
‣

3,144 nonprofit organizations and $7.9
billion in total fundraising

‣

2,581 nonprofits...
5
#13NTC

‣

Online giving was up nearly 11% in 2012
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/ch...
6
#13NTC

‣

Education organizations grew the most in 2012
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud....
7
#13NTC

‣

Overall giving continues to slowly recover
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com...
8

www.blackbaud.com/blackbaudindex

© 2013 Blackbaud
9
#13NTC

First Year Donor Retention Rates
Offline Only Donors
Online Only Donors

29%
23%

Multichannel Donors

58%
‣

Mul...
10
#13NTC

First Year Donor Retention Rates

‣

Multichannel donors are much more loyal
Source: Blackbaud

© 2013 Blackbau...
11

Trend #2
12

Online Giving is Predictable
13
#13NTC

‣

Most online giving happens in December
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/ch...
14
15

Online Giving by Month

‣

#13NTC

Don’t get caught in the year end trap
Source: 2012 Charitable Giving Report, Blackb...
16
#13NTC

$146
Source: Blackbaud
© 2013 Blackbaud
17
#13NTC

‣

Education organizations have the highest
average online gift amount
Source: Blackbaud

© 2013 Blackbaud
18

Online Average Gift Amounts

‣

#13NTC

Online average gift amounts have seasonality
Source: Blackbaud

© 2013 Blackba...
19

Online Giving by Day of Week
$700,000,000

$525,000,000

$350,000,000

$175,000,000

$0

Sunday

Monday

Tuesday Wedne...
20

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 ...
21

Trend #3
22

Online Giving is taking
the Next Big Step
23

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
© 2013 Blackbaud
24

‣

Less than 10% of all giving happens online
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/chari...
25

Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
© 2013 Blackbaud
26

© 2013 Blackbaud
27

Trend #4
28

Event Fundraisers Outperform
3rd Party Fundraisers
29

Peer-to-Peer Fundraising Benchmarks
‣

1,275 nonprofit organizations and 28,000
peer-to-peer fundraising events

‣

Ove...
30

Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark
© 2013 Blackbaud
31

Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark
© 2013 Blackbaud
32

Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark
© 2013 Blackbaud
33

Trend #5
34

Everything is Now Mobile
35
36

Source: http://acrazychicken.blogspot.com/
© 2013 Blackbaud
37

© 2013 Blackbaud
38

Source: Litmus, calculated from 172 million opens in February 2013
© 2013 Blackbaud
39

‣

90% of smartphone owners
access the same email
account on mobile and
desktop

‣

45% of holiday season
emails are b...
40

Search

$$

@!

DONATE

© 2013 Blackbaud

!
41

© 2013 Blackbaud
42

‣

Challenges worked

‣

Less emphasis on tax
deductions

‣

Faux forwards are bad

‣

Size doesn’t matter

‣

Some pe...
43

Source: BusinessWeek
© 2013 Blackbaud
44

Can’t Get Enough?
‣ Twitter
• @smaclaughlin
‣ npENGAGE Blog
• www.npengage.com
‣ Blackbaud Index of Charitable Giving
...
45

THANK YOU
Steve MacLaughlin
Director, Idea Lab
Blackbaud
steve.maclaughlin@blackbaud.com
Twitter: smaclaughlin
Blog: w...
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5 Biggest Trends in Online Fundraising (2013)

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A review of the latest trends in online fundraising including growth and donor retention information. This presentation also reviews key trends in peer to peer fundraising, social media, and mobile. Presented at the 2013 NTEN NTC conference.

Published in: News & Politics

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 Trend #1
  3. 3. 3 Online Giving Returned to Double-Digit Growth in 2012
  4. 4. 4 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
  5. 5. 5 #13NTC ‣ Online giving was up nearly 11% in 2012 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  6. 6. 6 #13NTC ‣ Education organizations grew the most in 2012 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  7. 7. 7 #13NTC ‣ Overall giving continues to slowly recover Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  8. 8. 8 www.blackbaud.com/blackbaudindex © 2013 Blackbaud
  9. 9. 9 #13NTC 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
  10. 10. 10 #13NTC First Year Donor Retention Rates ‣ Multichannel donors are much more loyal Source: Blackbaud © 2013 Blackbaud
  11. 11. 11 Trend #2
  12. 12. 12 Online Giving is Predictable
  13. 13. 13 #13NTC ‣ Most online giving happens in December Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  14. 14. 14
  15. 15. 15 Online Giving by Month ‣ #13NTC Don’t get caught in the year end trap Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  16. 16. 16 #13NTC $146 Source: Blackbaud © 2013 Blackbaud
  17. 17. 17 #13NTC ‣ Education organizations have the highest average online gift amount Source: Blackbaud © 2013 Blackbaud
  18. 18. 18 Online Average Gift Amounts ‣ #13NTC Online average gift amounts have seasonality Source: Blackbaud © 2013 Blackbaud
  19. 19. 19 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
  20. 20. 20 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
  21. 21. 21 Trend #3
  22. 22. 22 Online Giving is taking the Next Big Step
  23. 23. 23 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  24. 24. 24 ‣ Less than 10% of all giving happens online Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  25. 25. 25 Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving © 2013 Blackbaud
  26. 26. 26 © 2013 Blackbaud
  27. 27. 27 Trend #4
  28. 28. 28 Event Fundraisers Outperform 3rd Party Fundraisers
  29. 29. 29 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
  30. 30. 30 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  31. 31. 31 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  32. 32. 32 Source: 2012 Peer-to-Peer Event Fundraising Benchmark Study, Blackbaud www.blackbaud.com/p2pbenchmark © 2013 Blackbaud
  33. 33. 33 Trend #5
  34. 34. 34 Everything is Now Mobile
  35. 35. 35
  36. 36. 36 Source: http://acrazychicken.blogspot.com/ © 2013 Blackbaud
  37. 37. 37 © 2013 Blackbaud
  38. 38. 38 Source: Litmus, calculated from 172 million opens in February 2013 © 2013 Blackbaud
  39. 39. 39 ‣ 90% of smartphone owners access the same email account on mobile and desktop ‣ 45% of holiday season emails are being opened on mobile ‣ 38% 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
  40. 40. 40 Search $$ @! DONATE © 2013 Blackbaud !
  41. 41. 41 © 2013 Blackbaud
  42. 42. 42 ‣ Challenges worked ‣ Less emphasis on tax deductions ‣ Faux forwards are bad ‣ Size doesn’t matter ‣ Some personalization beats no personalization
  43. 43. 43 Source: BusinessWeek © 2013 Blackbaud
  44. 44. 44 Can’t Get Enough? ‣ Twitter • @smaclaughlin ‣ npENGAGE Blog • www.npengage.com ‣ Blackbaud Index of Charitable Giving • www.blackbaud.com/blackbaudindex © 2013 Blackbaud
  45. 45. 45 THANK YOU Steve MacLaughlin Director, Idea Lab Blackbaud steve.maclaughlin@blackbaud.com Twitter: smaclaughlin Blog: www.npengage.com

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