
Online Metrics and Benchmarks
Steve MacLaughlin - Director, Internet Solutions
Blog: www.blackbaud.com/connections
Twitt...

About Me
Director - Internet Solutions
Blackbaud, Inc.
14+ years of Internet experience
Frequent speaker at nonprofit
con...

The Agenda
Online Giving Universe
Online / Offline Giving Trends
Online Fundraising Growth
Online Giving Benchmarks
Major...

There is math in this presentation
4
Blackbaud
© 2010 Blackbaud
 Sample Size
– Refers to the number of participants or items in a study
– Ex: N = 2,207 n = 1,454
Average
– Refers to a s...

5% of all US giving is from online channels
30% of online giving happens in December
33% of online donors switch to beco...

Counting
Measuring
Benchmarking
Three Very Different Things
7
Blackbaud
© 2010 Blackbaud

Online Giving Universe
Blackbaud
© 2010 Blackbaud

9
Blackbaud
Mission
Fish
Donor Focus Organization Focus
InternalWebsiteExternalWebsite
Network
for Good
Visa
Giving
Gate...

Online / Offline Giving Trends
Blackbaud
© 2010 Blackbaud

24 large direct marketing organizations.
Aggregate of 9.5 million donors, $750 million in revenue.
Gifts above $5,000 we...

12
Online donors are younger than traditional donors
Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative ...

13
Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
Online don...

14
Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
The Intern...

15
Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
Online don...

16
Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
Online don...

17
Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
Multichann...

Mobile is Multichannel
18
Blackbaud
© 2010 Blackbaud
CRMPerson to
Person
Events
Telephone
Face to
Face
Direct Mail
Web
E...

Multichannel Giving is Hot
donorCentrics Internet Giving Benchmarking group meeting held by
Target Analytics. 14 large n...

Online Fundraising Growth
Blackbaud
© 2010 Blackbaud

21
Blackbaud
© 2010 Blackbaud
Source: http://mashable.com/2010/09/18/social-good-infographic/
Blackbaud
© 2010 BlackbaudSource: Blackbaud Index of Charitable Giving, www.blackbaud.com/blackbaudindex
!"#$%&
!'(#)%&
!)...
Blackbaud
© 2010 BlackbaudSource: Blackbaud Index of Online Giving, www.blackbaud.com/blackbaudindex
!"#$% &"'$% ()"*$% (#...

24
Blackbaud
© 2010 Blackbaud

Blackbaud analyzed data from ~2,300 nonprofits
This represents the largest and most comprehensive
study ever done in the ...

Online revenue grew 46% in 2009
December online revenue grew 32% in 2009
May online revenue grew 66% in 2009
2009 Online...

30% of online revenue was processed in December
46% of online revenue was processed in the last three
months of the year...

Online Giving Benchmarks
Blackbaud
© 2010 Blackbaud

You, Me, and the Bear
29
Blackbaud
© 2010 Blackbaud

Blackbaud analyzed ~1,700 nonprofits with YOY data
65% of nonprofits had positive YOY growth
The median YOY growth rate wa...

Year Over Year Growth
31
Blackbaud
Source: Blackbaud
Amount Raised Online YOY Growth Rate
$1,000,000 + 35%
$500,000 - $9...

2009 Average Gift Trends
32
Blackbaud
Source: Blackbaud
Business / Corporations $194.05
Cultural $112.47
Family / Human ...

Online Major Gift Trends
Blackbaud
Source: Blackbaud
© 2010 Blackbaud

77% of nonprofits had at least one gift ≥$1000
Largest online gift was $60,000
Median online major gift was $3,500
2009 O...

2009 Online Major Giving
35
Blackbaud
Source: Blackbaud
36%
$1,001 - $4,999
20%
$5,000
18%$5,001 - $10,000
9%
$10,001 - ...

Fundraising Email Trends
36
Blackbaud
Source: 2010 eNonprofit Benchmark Study
Year Open Rate
Click-Through
Rate
Response
...
Blackbaud
© 2010 BlackbaudSource: 2010 eNonprofit Benchmark Study

Event Fundraising Trends
Blackbaud
© 2010 Blackbaud

16% of event fundraisers send emails
57% click-through rate on event fundraiser emails
25% of event fundraiser emails re...

Independent Fundraising Event Benchmarks
Benchmark
Independent Fundraising Event Benchmarks
Estimated Value
Event Cost P...

What should you be raising?
Blackbaud
© 2010 Blackbaud

Where do you fit in?
42
Blackbaud
© 2010 Blackbaud

43
Blackbaud
© 2010 Blackbaud
Percentage of Fundraising from Online
	 	
Large
 ($10m+)
 5.1%
Medium ($1m - $10m) 7.0%
Sm...

Internet Management
for Nonprofits
27 nonprofit experts
AFP Fund Development Series
Makes a great gift
Blackbaud
© 2010 Bl...

Blackbaud
© 2010 Blackbaud

Thank You
Steve MacLaughlin
Director, Internet Solutions
steve.maclaughlin@blackbaud.com
Twitter: smaclaughlin
Blog: www...
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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

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