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# Nonprofit Online Metrics and Benchmarks

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Latest nonprofit online metrics and benchmarks presented by Steve MacLaughlin, Director of Internet Solutions, Blackbaud at the 2010 Conference for Nonprofits.

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### Nonprofit Online Metrics and Benchmarks

1. 1.  Online Metrics and Benchmarks Steve MacLaughlin - Director, Internet Solutions Blog: www.blackbaud.com/connections Twitter: smaclaughlin Blackbaud © 2010 Blackbaud
2. 2.  About Me Director - Internet Solutions Blackbaud, Inc. 14+ years of Internet experience Frequent speaker at nonproﬁt conferences and events Serves on the Board of Directors of NTEN Editor and contributing author of the book Internet Management for Nonproﬁts Blackbaud © 2010 Blackbaud Read my blog at: www.blackbaud.com/connections Follow me on Twitter: smaclaughlin
3. 3.  The Agenda Online Giving Universe Online / Ofﬂine Giving Trends Online Fundraising Growth Online Giving Benchmarks Major Giving Trends Other Fun and Exciting Trends 3 Blackbaud © 2010 Blackbaud
4. 4.  There is math in this presentation 4 Blackbaud © 2010 Blackbaud
5. 5.  Sample Size – Refers to the number of participants or items in a study – Ex: N = 2,207 n = 1,454 Average – Refers to a single number that is meant to typify a list of numbers. – Ex: 65, 61, 58, 58, 55, 55, 55, 50, 50, 35 | Average = 54.20 Median – Refers to the middle number separating the higher half of a sample from the lower half. – Ex: 200, 150, 150, 125, 110, 110, 100 | Median = 125 5 Blackbaud © 2010 Blackbaud
6. 6.  5% of all US giving is from online channels 30% of online giving happens in December 33% of online donors switch to become ofﬂine donors \$144.72 was the average online gift in 2009 Did you know? 6 Blackbaud © 2010 Blackbaud
7. 7.  Counting Measuring Benchmarking Three Very Different Things 7 Blackbaud © 2010 Blackbaud
8. 8.  Online Giving Universe Blackbaud © 2010 Blackbaud
9. 9.  9 Blackbaud Mission Fish Donor Focus Organization Focus InternalWebsiteExternalWebsite Network for Good Visa Giving Gateway Friends Asking Friends Gift Catalogs Donor Portal Employee Giving Portal Donation Widgets Facebook Causes Nonproﬁt Central Donation Forms Campaign Micro Sites Membership Forms Event Forms © 2010 Blackbaud
10. 10.  Online / Ofﬂine Giving Trends Blackbaud © 2010 Blackbaud
11. 11.  24 large direct marketing organizations. Aggregate of 9.5 million donors, \$750 million in revenue. Gifts above \$5,000 were excluded. 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis 11 Blackbaud © 2010 Blackbaud
12. 12.  12 Online donors are younger than traditional donors Blackbaud Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics © 2010 Blackbaud
13. 13.  13 Blackbaud Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics Online donors have higher incomes than ofﬂine donors © 2010 Blackbaud
14. 14.  14 Blackbaud Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics The Internet is a signiﬁcant source of new donors © 2010 Blackbaud
15. 15.  15 Blackbaud Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics Online donors switch channels. Ofﬂine donors do not. © 2010 Blackbaud
16. 16.  16 Blackbaud Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics Online donors are not as loyal as ofﬂine donors © 2010 Blackbaud
17. 17.  17 Blackbaud Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics Multichannel donors are more valuable donors © 2010 Blackbaud
18. 18.  Mobile is Multichannel 18 Blackbaud © 2010 Blackbaud CRMPerson to Person Events Telephone Face to Face Direct Mail Web Email Online Giving Peer to Peer Online Community Advocacy Social Mobile
19. 19.  Multichannel Giving is Hot donorCentrics Internet Giving Benchmarking group meeting held by Target Analytics. 14 large nonproﬁt organizations with online and ofﬂine data analyzed Median revenue per donor for multichannel supporters was \$339 compared to \$88 for ofﬂine and \$170 for online 13% of multichannel donors are new and 28% have given in 5+ years First year retention for multichannel donors was 51% compared to 30% for ofﬂine donors and 22% for online donors. Multi-year multichannel donors are retained 75% versus 59% for ofﬂine and 52% for online The reactivation rate for multichannel donors was 16% compared to just 7% for both online and ofﬂine donors 19 Blackbaud © 2010 Blackbaud
20. 20.  Online Fundraising Growth Blackbaud © 2010 Blackbaud
21. 21.  21 Blackbaud © 2010 Blackbaud Source: http://mashable.com/2010/09/18/social-good-infographic/
22. 22. Blackbaud © 2010 BlackbaudSource: Blackbaud Index of Charitable Giving, www.blackbaud.com/blackbaudindex !"#\$%& !'(#)%& !)#(%& !"#(%& !*#(%& !+#\$%& ',#-%& '+#.%& \$#(%& '#(%& !.#,%& '#.%& !*(#(%& !+(#(%& !'(#(%& (#(%& '(#(%& +(#(%& *(#(%& /01203405& 6728405& 98:03405& ;0703405& <=>?=5@& A045?=5@& B=57C& D15EF& B=@& <?>0& <?F@& D?G?H2& !"#\$%&'(&)*+,-.+/0\$&1-2-"3&4&5&)*+"3\$&-"&6&7'".*&8'00-"3&92\$,+3\$&& !"#\$%&'()"%'*+*,-\$%./0/%1#22#34% %#4%5/%634-"%'*7*48*%9'36%5:;<=% 3'&(4#>(?34\$0&
23. 23. Blackbaud © 2010 BlackbaudSource: Blackbaud Index of Online Giving, www.blackbaud.com/blackbaudindex !"#\$% &"'\$% ()"*\$% (#"(\$% +'",\$% +!"+\$% #')"!\$% *!"#\$% #*"!\$% (*")\$% (#"*\$% #)"*\$% )")\$% +)")\$% ())")\$% (+)")\$% #))")\$% #+)")\$% -./0.12.3% 45062.3% 768.12.3% 9.5.12.3% :;<=;3>% ?.23=;3>% @;35A% B/3CD% @;>% :=<.% :=D>% B=E=F0% !"#\$%&#'()*+(,-)./)0+"1+,)2131+4)5)6)78#+4,)1+)9):.+;8)<.""1+4)=3,>#4,)) !"#\$%&'()"%'*+*,-\$%./0121%3#44#56% %#6%78%956-"%564#6*%'*:*6;*%<'59%7=1>1%% 5'&(6#?(@56\$2%
24. 24.  24 Blackbaud © 2010 Blackbaud
25. 25.  Blackbaud analyzed data from ~2,300 nonproﬁts This represents the largest and most comprehensive study ever done in the nonproﬁt sector Online recurring gifts and pledges were excluded as well as outlier gifts and growth rates 2009 Online Giving Trends 25 Blackbaud Source: Blackbaud © 2010 Blackbaud
26. 26.  Online revenue grew 46% in 2009 December online revenue grew 32% in 2009 May online revenue grew 66% in 2009 2009 Online Giving Trends 26 Blackbaud Source: Blackbaud © 2010 Blackbaud
27. 27.  30% of online revenue was processed in December 46% of online revenue was processed in the last three months of the year Online transaction volume grew 74% YOY in the ﬁrst three months of the year 2009 Online Giving Trends 27 Blackbaud Source: Blackbaud © 2010 Blackbaud
28. 28.  Online Giving Benchmarks Blackbaud © 2010 Blackbaud
29. 29.  You, Me, and the Bear 29 Blackbaud © 2010 Blackbaud
30. 30.  Blackbaud analyzed ~1,700 nonproﬁts with YOY data 65% of nonproﬁts had positive YOY growth The median YOY growth rate was 21% Year Over Year Growth 30 Blackbaud Source: Blackbaud © 2010 Blackbaud
31. 31.  Year Over Year Growth 31 Blackbaud Source: Blackbaud Amount Raised Online YOY Growth Rate \$1,000,000 + 35% \$500,000 - \$999,999 19% \$100,000 - \$499,999 28% \$50,000 - \$99,000 13% \$10,000 - \$49,999 3% All Organizations 21% © 2010 Blackbaud
32. 32.  2009 Average Gift Trends 32 Blackbaud Source: Blackbaud Business / Corporations \$194.05 Cultural \$112.47 Family / Human Services \$154.13 Foundations \$209.53 Healthcare \$95.21 Hospitals \$120.16 Higher Education \$204.05 Independent Schools \$371.62 Other \$110.04 Recreational / Social \$134.31 Religious \$196.44 All Organizations \$144.72 © 2010 Blackbaud
33. 33.  Online Major Gift Trends Blackbaud Source: Blackbaud © 2010 Blackbaud
34. 34.  77% of nonproﬁts had at least one gift ≥\$1000 Largest online gift was \$60,000 Median online major gift was \$3,500 2009 Online Major Giving 34 Blackbaud Source: Blackbaud © 2010 Blackbaud
35. 35.  2009 Online Major Giving 35 Blackbaud Source: Blackbaud 36% \$1,001 - \$4,999 20% \$5,000 18%\$5,001 - \$10,000 9% \$10,001 - \$60,000 17% \$1,000 © 2010 Blackbaud
36. 36.  Fundraising Email Trends 36 Blackbaud Source: 2010 eNonproﬁt Benchmark Study Year Open Rate Click-Through Rate Response Rate 2009 12.82% 0.78% 0.23% 2008 14.0% 0.6% 0.12% 2007 14.8% 1.1% 0.13% 2006 17.3% 1.2% 0.17% © 2010 Blackbaud
37. 37. Blackbaud © 2010 BlackbaudSource: 2010 eNonproﬁt Benchmark Study
38. 38.  Event Fundraising Trends Blackbaud © 2010 Blackbaud
39. 39.  16% of event fundraisers send emails 57% click-through rate on event fundraiser emails 25% of event fundraiser emails results in a transaction Online participants raise 6x ofﬂine participants Event Fundraising Trends 39 Blackbaud Source: Blackbaud © 2010 Blackbaud
40. 40.  Independent Fundraising Event Benchmarks Benchmark Independent Fundraising Event Benchmarks Estimated Value Event Cost Per Dollar Raised Average Online Gift Size Number of Online Gifts Per Participant Online Amount Raised Per Participant \$0.10 to \$0.15 per dollar raised \$92.82 6.6 gifts per participant \$611.66 40 Source: Blackbaud, Event 360 Blackbaud © 2010 Blackbaud
41. 41.  What should you be raising? Blackbaud © 2010 Blackbaud
42. 42.  Where do you ﬁt in? 42 Blackbaud © 2010 Blackbaud
43. 43.  43 Blackbaud © 2010 Blackbaud Percentage of Fundraising from Online Large (\$10m+) 5.1% Medium (\$1m - \$10m) 7.0% Small (Under \$1m) 7.3% Source: Blackbaud Index of Online Giving, www.blackbaud.com/blackbaudindex
44. 44.  Internet Management for Nonproﬁts 27 nonproﬁt experts AFP Fund Development Series Makes a great gift Blackbaud © 2010 Blackbaud
45. 45.  Blackbaud © 2010 Blackbaud
46. 46.  Thank You Steve MacLaughlin Director, Internet Solutions steve.maclaughlin@blackbaud.com Twitter: smaclaughlin Blog: www.blackbaud.com/connections 46 Blackbaud © 2010 Blackbaud