5 Biggest Trends in Online Fundraising (2013)

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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.

News & Politics

5 BIGGEST TRENDS IN
ONLINE FUNDRAISING
Steve MacLaughlin
Director, Idea Lab
Blackbaud
© 2013 Blackbaud

@smaclaughlin
www.npengage.com
steve.maclaughlin@blackbaud.com

3

Online Giving Returned to
Double-Digit Growth in 2012

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

5
#13NTC

‣

Online giving was up nearly 11% in 2012
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

© 2013 Blackbaud

6
#13NTC

‣

Education organizations grew the most in 2012
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

© 2013 Blackbaud

7
#13NTC

‣

Overall giving continues to slowly recover
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

© 2013 Blackbaud

8

www.blackbaud.com/blackbaudindex

© 2013 Blackbaud

9
#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

10
#13NTC

First Year Donor Retention Rates

‣

Multichannel donors are much more loyal
Source: Blackbaud

© 2013 Blackbaud

13
#13NTC

‣

Most online giving happens in December
Source: 2012 Charitable Giving Report, Blackbaud www.blackbaud.com/charitablegiving

© 2013 Blackbaud

15

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

16
#13NTC

$146
Source: Blackbaud
© 2013 Blackbaud

17
#13NTC

‣

Education organizations have the highest
average online gift amount
Source: Blackbaud

© 2013 Blackbaud

18

Online Average Gift Amounts

‣

#13NTC

Online average gift amounts have seasonality
Source: Blackbaud

© 2013 Blackbaud

19

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

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

22

Online Giving is taking
the Next Big Step

23

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

24

‣

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

© 2013 Blackbaud

25

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

28

Event Fundraisers Outperform
3rd Party Fundraisers

29

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

30

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

31

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

32

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

36

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

38

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

39

‣

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

40

Search

$$

@!

DONATE

© 2013 Blackbaud

!

42

‣

Challenges worked

‣

Less emphasis on tax
deductions

‣

Faux forwards are bad

‣

Size doesn’t matter

‣

Some personalization beats
no personalization

43

Source: BusinessWeek
© 2013 Blackbaud

44

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

45

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

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5 Biggest Trends in Online Fundraising (2013)

2. 2 Trend #1

3. 3 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

9. 9 #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

11. 11 Trend #2

12. 12 Online Giving is Predictable

14. 14

21. 21 Trend #3

22. 22 Online Giving is taking the Next Big Step

27. 27 Trend #4

28. 28 Event Fundraisers Outperform 3rd Party Fundraisers

29. 29 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

33. 33 Trend #5

34. 34 Everything is Now Mobile

35. 35

39. 39 ‣ 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

42. 42 ‣ Challenges worked ‣ Less emphasis on tax deductions ‣ Faux forwards are bad ‣ Size doesn’t matter ‣ Some personalization beats no personalization

45. 45 THANK YOU Steve MacLaughlin Director, Idea Lab Blackbaud steve.maclaughlin@blackbaud.com Twitter: smaclaughlin Blog: www.npengage.com

5 Biggest Trends in Online Fundraising (2013)

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