Online fundraising is like the little engine that could; slowly, but surely, it is creeping up the charts, quickly becoming one of the most integral parts of a nonprofit's fundraising strategy and a critical way to attract new and younger donors. This session will explore hot topics in online fundraising including: growth in giving, trends from thousands of nonprofits, the role of social media in online fundraising, and the emerging channel of mobile giving Session Takeaways: 1) Understand how other organizations compare to your organization's fundraising performance 2) Learn ways to improve and diversify your online fundraising strategies 3) Discover how to leverage social and mobile technologies to grow online fundraising

1. 
5 Biggest Trends in
Online Fundraising
Steve MacLaughlin - Director, Internet Solutions
Blog: www.nptrends.com
Twitter: smaclaughlin
© 2011 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
© 2011 Blackbaud

3. 3
Trend No. 1
© 2011 Blackbaud

4. 4
Online Giving in 2010
35%
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

5. 
2010 Online
Giving Report
‣ 1,800+ nonprofit organizations
‣ Small, medium, and large
organizations
‣ Analysis of seven nonprofit sectors
‣ Insights into online disaster giving
‣ Research into online major giving
www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

6. 6
n = 1,812
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

7. 7
n = 1,812
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

8. 8
n = 1,927
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

9. 9
n = 1,438
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

10. 10
n = 1,438
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

11. 
11
The future is here.
© 2011 Blackbaud

12. 12
Trend No. 2
© 2011 Blackbaud

13. 13
Biggest Online
Giving Month
January
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

14. 14
2010 Online Giving Distribution by Month
20%
18.4% 18.3%
15%
10%
6.6% 6.6% 6.3% 6.3% 7.1% 6.5% 6.6%
5.9% 6.4%
5.2%
5%
0%
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

15. 15
© 2011 Blackbaud

16. 16
2010 Online Giving % by Month - by Sector
Sector Jan Feb Mar Oct Nov Dec
Arts, Culture, and Humanities 5.2% 7.4% 8.8% 10.5% 7.8% 18.3%
Education 5.5% 5.9% 8.2% 7.4% 7.4% 22.6%
Environment and Animals 6.0% 5.1% 11.9% 5.6% 5.7% 16.5%
Health Care 5.5% 5.2% 7.4% 8.9% 7.9% 12.3%
Human Services 13.2% 8.2% 7.7% 6.3% 7.2% 23.7%
International Affairs 47.3% 5.7% 3.1% 2.3% 4.3% 23.4%
Public / Society Benefit 10.6% 7.4% 11.2% 7.7% 5.6% 12.7%
Total 18.4% 5.9% 6.6% 6.5% 6.6% 18.3%
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
© 2011 Blackbaud

17. 
17
Be prepared
© 2011 Blackbaud

18. 18
Trend No. 3
© 2011 Blackbaud

19. 19
Team Captains Rock!
33%
of overall participant revenue
Source: Understanding the Value of Team Captains, Blackbaud http://www.blackbaud.com/RWR
© 2011 Blackbaud

20. 
Understanding the
Value of Team Captains
‣ donorCentrics Events
Benchmarking Group
‣ Alzheimer’s Association
‣ Arthritis Foundation
‣ Autism Speaks
‣ LIVESTRONG
‣ March of Dimes
‣ National Multiple Sclerosis Society
www.blackbaud.com/RWR
© 2011 Blackbaud

21. 
21
Events Benchmarking
‣ 41% of participants are retained
‣ 53% of revenue comes from retained participants
‣ Multi-year captains raise 3x new team captains
‣ Multi-year captains retain 86% of revenue
Source: Understanding the Value of Team Captains, Blackbaud http://www.blackbaud.com/RWR
© 2011 Blackbaud

22. 
22
“We tend to beat ourselves up over our retention
rate, because we haven’t been able to measure
ourselves to an industry standard. It was nice to
see that we are on par with our peers. Having
the data to show the connection between
retention and revenue will help when
communicating with NMSS staff why retention is
a game changer for events.”
—Betty Ross
Associate Vice President, Campaign Development
National Multiple Sclerosis Society
© 2011 Blackbaud

23. 
Peer-to-Peer
Fundraising
can’t live in a
silo
© 2011 Blackbaud

24. 24
Trend No. 4
© 2011 Blackbaud

25. 25
Activists will Donate
7x
more likely to donate
Source: Connecting Online Advocacy and Fundraising, Blackbaud http://www.blackbaud.com/onlineadvocacy
© 2011 Blackbaud

26. 
Connecting Online
Advocacy and
Fundraising
‣ M+R Strategic Services
‣ Amnesty International USA
‣ Blackbaud
www.blackbaud.com/onlineadvocacy
© 2011 Blackbaud

27. 27
Source: Connecting Online Advocacy and Fundraising, Blackbaud http://www.blackbaud.com/onlineadvocacy
© 2011 Blackbaud

28. 
Activists like
not following
the rules
© 2011 Blackbaud

29. 29
Trend No. 5
© 2011 Blackbaud

30. 30
Nonprofits on Facebook
77.6%
raise less than $1,000
Source: 2011 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com
© 2011 Blackbaud

31. 
2011 Nonprofit
Social Network
Benchmark Report
‣ 11,000+ nonprofit professionals
‣ NTEN
‣ Common Knowledge
‣ Blackbaud
www.nonprofitsocialnetworksurvey.com
© 2011 Blackbaud

32. 32
Source: 2011 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com
© 2011 Blackbaud

33. 33
Source: 2011 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com
© 2011 Blackbaud

34. 
34
It’s friendrasing—not fundraising
© 2011 Blackbaud

35. 
© 2011 Blackbaud

36. 36
Text Messages Work
85%
viewed in 15 minutes
Source: CTIA Semi-Annual Survey 2010
© 2011 Blackbaud

37. 37
© 2011 Blackbaud

38. 
38
Mobile Matters
‣ 99% of text messages are read
‣ 91% of the US population over 13 uses mobile
‣ 73% of people 18-49 text in the US
‣ 25% of US households are mobile-only
‣ People are 5x more likely to respond via mobile
© 2011 Blackbaud

39. 
39
Generation Thumb
© 2011 Blackbaud

40. 
40
Thank you
© 2011 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
© 2011 Blackbaud

42. 
Thank You
Steve MacLaughlin
Director, Internet Solutions
steve.maclaughlin@blackbaud.com
Twitter: smaclaughlin
Blog: www.nptrends.com
© 2011 Blackbaud