Online giving trending data and examples of Blackbaud NetCommunity users facilitating major gifts online.

1. Blackbaud Internet Solutions Presents:
Optimizing Your Website for Significant Giving
May 20, 2010
THIS MATERIAL IS STRICTLY CONFIDENTIAL.
The information contained in this document, and any attachments thereto, is owned by Blackbaud and is strictly confidential. Unauthorized use, disclosure, or copying of such information is strictly prohibited.
If the reader of this document is not the intended recipient, please notify Blackbaud immediately by calling (800) 443-9441 and destroy all copies of this document and any attachments.
© 2008 Blackbaud

2. ABOUT BLACKBAUD
INTERNET SOLUTIONS
Page #2 © 2008 Blackbaud

3. Blackbaud Internet Solutions
Blackbaud Internet Solutions is the Internet strategy
and services group at Blackbaud.
Blackbaud Internet Solutions is made up of a team of
200+ experienced consultants, designers, developers and
project specialists.
Blackbaud Internet Solutions provides end-to-end
services including strategy, design, development, training
and management.
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4. Blackbaud Internet Solutions
[ ]
Internet Strategy Advocacy Strategy
+ Strategy Email Strategy A-Thon Strategy
Internet Audit Fundraising Strategy
[ ]
Online Branding Email Design
+ Design Site Design Micro-Site Design
Site Redesign Media Design
[ ]
+ Development Site Development Integration
Content Creation Customization
Content Migration System Migration
+ Training
[ ]
Onsite Training Train-the-Trainer
Remote Training Upgrade Training
Classroom Training eLearning Library
+ Management
Page #4
[ Site Management
Metrics Monitoring
Consulting Support
Design Support ] © 2008 Blackbaud

5. ONLINE GIVING TRENDS:
SIGNIFICANT GIFTS
BECOMING VIABLE
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6. 2008 Total Fundraising (US)
$292.23 Billion Offline
$15.42 Billion Online
Page #6 Source: Giving USA2008 Blackbaud
© / Blackbaud

7. US Fundraising Trends
$300,000,000,000
$250,000,000,000
$200,000,000,000
$150,000,000,000
$100,000,000,000
$50,000,000,000
$0
2001 2002 2003 2004 2005 2006 2007 2008
$246B $245B $243B $245B $283B $295B $314B $307B
Source: Giving USA
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8. US Online Fundraising Trends
16,000,000,000
14,000,000,000
12,000,000,000
10,000,000,000
8,000,000,000
6,000,000,000
4,000,000,000
2,000,000,000
0
2001 2002 2003 2004 2005 2006 2007 2008
$550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B
120% 100% 73% 38% 72% 53% 56% 44%
Growth Growth Growth Growth Growth Growth Growth Growth
Source: ePhilanthropy Foundation, Blackbaud
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9. 39 Month Online Giving Trend
Haiti
Source: Blackbaud
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10. 2009 Online Giving Trends
30% of online revenue processed in December
46% of online revenue was processed Oct - Dec
Online transaction volume grew 74% YOY in the first three
months of the year
Source: Blackbaud
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11. 2009 Year Over Year Online Giving Trends
65% of nonprofits grew revenue YOY
Median online revenue YOY growth = 21%
Organizations raising > $1M grew 35% YOY
Source: Blackbaud
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12. 2009 Year Over Year Online Giving Trends
Year Over Year Growth Rates
Amount Raised Online by Organization YOY Growth Rate
$1,000,000 + 35%
$500,000 – $999,999 19%
$100,000 – $499,999 28%
$50,000 – $99,999 13%
$10,000 – $49,999 3%
All Organizations 21%
Source: Blackbaud
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13. 2009 Online Average Gift Trends
Average Gift Amounts by Sector
All Sectors $144.72
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 Source: Blackbaud
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15. 2009 Online Significant Giving Trends
77% of nonprofits: at least one gift of $1,000
36% of $1,000+ online gifts were $1,001 - $4,999
Median $1,000+ online gift = $3,500
Median $1,000+ online gift = $2,500 in 2008
Source: Blackbaud
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16. 2009 Online Signicant Giving Trends
2009 Long Tail of Significant Online Gifts
$60,000.00
$50,000.00
$40,000.00
$30,000.00
$20,000.00
$10,000.00
$-
Source: Blackbaud
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17. 2009 Distribution of Online Gifts of at Least
$1,000
n = 1,798
$10,001-
$1,000 $60,000
9%
17%
$5,001 - $10,000
18%
$1,001 - $4,999
36% $5,000
20%
Source: Blackbaud
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20. OPTIMIZING YOUR WEB
PRESENCE FOR SIGNIFICANT
GIVING
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21. Preface
The concept of using your website to help facilitate significant gifts is not
all together different than the traditional face to face approach.
We aren’t suggesting that major gifts will be transacted online, but that the
web is simply one more communication channel that can help establish
credibility, trust and enhance relationships.
In the same vein, your website can also make a potential donor skeptical
and work against your relationship building efforts.
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22. For a website to be a viable channel for significant gifts, a few
critical elements are required.
1 The site must provide stewardship
2 The site must help to build institutional knowledge
3 The site must be able to leverage institutional knowledge
(recognize our supporters and treat them appropriately)
4 The site must monitor & respond to the conversion rates of it’s content
and emails
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23. DIGITAL STEWARDSHIP
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24. Digital Stewardship
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25. Digital Stewardship
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26. Digital Stewardship
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27. Digital Stewardship
Part of a Welcome
Package Series
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28. Digital Stewardship
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29. Digital Stewardship
Dedicated landing
page increases donor
confidence & conversion
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30. Digital Stewardship
Part of a Welcome
Package Series
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31. Digital Stewardship
Gift acknowledgement
compliments newsletter
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32. BUILD INSTITUTIONAL
KNOWLEDGE
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33. Build Institutional Knowledge
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34. Build Institutional Knowledge
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35. Build Institutional Knowledge
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36. Build Institutional Knowledge
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37. Build Institutional Knowledge
Welcome series for recent
acqusitions
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38. Build Institutional Knowledge
From the Raiser’s Edge record,
email conversion metrics
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39. Build Institutional Knowledge
From the Raiser’s Edge record,
Page #39 web traffic data © 2008 Blackbaud

40. LEVERAGE INSTITUTIONAL
KNOWLEDGE
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41. Treat web visitors like we know them
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42. Treat web visitors like we know them
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43. Treat web visitors like we know them
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44. Treat web visitors like we know them
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45. Treat web visitors like we know them
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46. Treat web visitors like we know them
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47. Treat web visitors like we know them
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48. Treat web visitors like we know them
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49. Treat web visitors like we know them
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50. Treat web visitors like we know them
An email example of conditional content based
on data in The Raiser’s Edge record
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51. Treat web visitors like we know them
In The Raiser’s Edge, we can create highly refined segments.
As an example, we can easily query for:
Constituents Age Consecutive Giving Visits to Estate
>55 >4 years Planning Page >2
$
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52. MONITOR & RESPOND TO
CONVERSION RATES
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53. Monitor & respond to conversion rates
Invest
Invest in Jewish
Future
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54. Monitor & respond to conversion rates
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55. Monitor & respond to conversion rates
Email & Web Content
Split Testing
N number of test messages &
content for each list allow testing of
content, subject line, scheduled
time of departure, from name, and
from email address
Test message/content sample size
can be based on exact quantities
or percentage of list
Winning message/content
promoted for rest of list
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56. Significant Gifts Online
QUESTIONS?
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57. Action taken by supporters after visiting a Website
39%
37% 37%
23%
20%
15%
9%
Donated Petition Referred Petition Donated Volunteer Volunteer
Offline Online Friend Offline Online Offline Online
Offline Activity Online Activity
Source: The Kellogg Foundation
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