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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. 1. DONOR ANALYSIS REPO R T 2016 DONOR DATA BY CHANNEL
  2. 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. 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. 4. Which channels did we com pare? WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
  5. 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. 6. Com p aring Donations WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
  7. 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. 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. 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. 10. Comparing Audiences WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
  11. 11. G E N D E RWomen are more likely to donate, making up 66-70% of donors across all channels.
  12. 12. A G E • P2P donors are the youngest. • Everyday donors are the oldest.
  13. 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. 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. 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. 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. 17. Comparing Organizations WWW.KIMBIA.COM | WWW.STRENG THI NM EMBERS.COM
  18. 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. 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. 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

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