Donation Trends by Channel Report Webinar
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What types of online fundraising campaigns are people donating to, and what type of donor is giving to each of these campaign types? Either via everyday giving options on your website, or giving day or a peer-to-peer campaign, knowing key details about your donors can help you tweak your messaging and better target your marketing to increase donor conversion.
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Donation Trends by Channel Report Webinar
- 1. DONOR ANALYSIS REPO R T 2016 DONOR DATA BY CHANNEL
- 2. S O P NLIN E E FU A NDR K AISIN E G N R ERDS S WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM TAYLOR SHANKLIN KIMBIA KELLY FROST KIMBIA JAMIE FINNEY STRENGTH IN MEMBERS
- 3. TH ER E A R E A LO T O F O N LI N E FU N D R A I SI N G A V EN U ES TH ESE D A YS • So, who's giving to what? • Where do you focus? W H Y DO WE CARE? WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
- 4. Which channels did we com pare? WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
- 5. HOW DID WE DO IT? SO W H A T D I D W E L EA R N ? . . . . . 2016 • Transaction data m a d e via Kimbia p l a t f o r m • Anonymously sliced and diced 1 0 0 % data privacy protected 1.D 2ONO MRS • $240M online donations • 870k everyday donations • 772k giving day donations • 33k peer- to- peer donations THE YEAR WAS... ONLINE 3CHANNELS • Effort of d iscovery • H o w do different tactics and types of online fundraising stack u p to each other?
- 6. Com p aring Donations WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
- 7. AVERAGE GIFT • P2P gifts are smaller on average than Everyday and Giving Day gifts • A giving day gift is 59% larger than the average P2P gift
- 8. 3% of all Everyday gifts are over $1,000 compared to 2% (Giving Days) and 1%(P2P) 3%Everyday donation revenue is much more dependent on large gifts (over $1,000) 48%
- 9. M OBILE GIVING • Mobile gifts are slightly more common form of P2P donations. • The majority of donations from every channel are still made on desktops.
- 10. Comparing Audiences WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
- 11. G E N D E RWomen are more likely to donate, making up 66-70% of donors across all channels.
- 12. A G E • P2P donors are the youngest. • Everyday donors are the oldest.
- 13. E D U C A T I O N • Donors all well educated • Nearly 90% have attended college • 25% have received a graduate-level degree
- 14. I N C O M E L E V E L • Majority of giving from is from households who have an income of between $150,000- 250,000 annually • Followed by an income range of $75,000 - 100,000.
- 15. O N L I N E P U R C H A S E B E H A V I O R • Among all channels majority of donors don’t shop online • But, they do GIVE online!
- 16. • Facebook and LinkedIn are the social platforms of choice with Twitter trailing with about a third of all donors • P2P donors have the highest percentage of LinkedIn profiles • Of all donors on Twitter, Giving Day donors are the most active with 3X the average followers S O C I A L M E D I A
- 17. Comparing Organizations WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
- 18. 70%of Everyday giving donations go to Education. 51% WHERE IS THE MONEY GOING? 43% of Giving Day donations go to Education. of P2P donations go to Human Services. Donations ranged across all major nonprofit verticals including: - Education - Environment & Animals - Health - Human Services - Public Society Benefit - Arts, Culture & Humanities - International/Foreign Affairs
- 19. 2016 1.D 2ONO MRS THE YEAR WAS... ONLINE 3CHANNELS WHERE DO YOU GO FROM HERE? • These stats are interesting, but what do they mean to you? • How do these apply to your own expertise with your organization’s supporter-base? WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
- 20. • DOWNLOAD THE REPORT • Need help understanding your data? Contact Strength in Members at info@strengthinmembers. com • Want to fundraise online and run campaigns across these channels? Contact Kimbia at info@kimbia.com THANK YOU! WHAT’S NEXT? WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
Notes de l'éditeur
- Knowing key details about your donors can help tweak your messaging and better target your marketing to increase donor conversion.
- “what does giving look like across each channel?” This gave us an idea of the dollars that were coming in through each channel. Next, we worked with trusted data partners to get an idea of, “who are the real humans who supported these organizations?” By gleaning the demographic and lifestyle data, as well as social media presence, we learned the story behind the donation numbers. Lastly, we compiled all of this data and did some slicing and dicing to try to uncover some of the more nuanced insights you’ll find in this report. Kelly and Taylor to talk about the volume of data Jamie to talk about the technique of the analysis
- Taylor
- Kelly Taylor will add in the new graphic
- Taylor talk through mobile shift
- Higher percentages may be representative of women of the household donating Talk through tips on messaging to women Female donors representative of a household
- Worth noting the P2P stuff on
- psychological barrier created with wealth where generosity peaks, then dips, and then peaks again... So if you are focused on wealth screening, this is a way to further segment. Jamie to talk about wealth divide – giving goes up and then it drops at 100k. What causes the drop?
- Taylor
- Kelly Talk about the difference between what drives revenue vs promotion and engagement
- Taylor
- This is Kimbia data – how does it apply to your organization? Biggest takeaway from the report is using the data to tweak your marketing and your strategy to improve conversion rates Looking at big, high level numbers like this is interesting, and can give you a sense for which trends are working in your vertical, and apply it to your donor base. Non of these recommendations are all good for any one organization. Apply a filter based on your own organization. To be successful you need a fundraising strategy that activates donors in every channel. Your solutions need to be mobile-optimized, socially shareable and designed to meet your donors’ unique needs.