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.

1. 5 BIGGEST TRENDS IN
ONLINE FUNDRAISING
Steve MacLaughlin
Director, Idea Lab
Blackbaud
© 2013 Blackbaud
@smaclaughlin
www.npengage.com
steve.maclaughlin@blackbaud.com

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Trend #1

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Online Giving Returned to
Double-Digit Growth in 2012

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

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#13NTC
‣
Online giving was up nearly 11% in 2012
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
© 2013 Blackbaud

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#13NTC
‣
Education organizations grew the most in 2012
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
© 2013 Blackbaud

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#13NTC
‣
Overall giving continues to slowly recover
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
© 2013 Blackbaud

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www.blackbaud.com/blackbaudindex
© 2013 Blackbaud

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#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

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#13NTC
First Year Donor Retention Rates
‣
Multichannel donors are much more loyal
Source: Blackbaud
© 2013 Blackbaud

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Trend #2

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Online Giving is Predictable

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#13NTC
‣
Most online giving happens in December
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
© 2013 Blackbaud

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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

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#13NTC
$146
Source: Blackbaud
© 2013 Blackbaud

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#13NTC
‣
Education organizations have the highest
average online gift amount
Source: Blackbaud
© 2013 Blackbaud

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Online Average Gift Amounts
‣
#13NTC
Online average gift amounts have seasonality
Source: Blackbaud
© 2013 Blackbaud

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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
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

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Trend #3

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Online Giving is taking
the Next Big Step

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

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‣
Less than 10% of all giving happens online
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving
© 2013 Blackbaud

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

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© 2013 Blackbaud

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Trend #4

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Event Fundraisers Outperform
3rd Party Fundraisers

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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

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

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

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

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Trend #5

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Everything is Now Mobile

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

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© 2013 Blackbaud

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

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‣
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

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Search
$$
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DONATE
© 2013 Blackbaud
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© 2013 Blackbaud

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‣
Challenges worked
‣
Less emphasis on tax
deductions
‣
Faux forwards are bad
‣
Size doesn’t matter
‣
Some personalization beats
no personalization

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Source: BusinessWeek
© 2013 Blackbaud

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Can’t Get Enough?
‣ Twitter
• @smaclaughlin
‣ npENGAGE Blog
• www.npengage.com
‣ Blackbaud Index of Charitable Giving
• www.blackbaud.com/blackbaudindex
© 2013 Blackbaud

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THANK YOU
Steve MacLaughlin
Director, Idea Lab
Blackbaud
steve.maclaughlin@blackbaud.com
Twitter: smaclaughlin
Blog: www.npengage.com