To get where you want to be, you need to know where you are today. This presentation dives into the key findings from the 2013 Blackbaud Online Marketing Benchmark Study to indicate where your organization's performance stacks up in relation to your peers, as well as what you can be doing better to speed your journey to online success. Join Blackbaud and Feeding America for this free Care2 Expert Webinar presentation, and discover the essential tips that can help you stay ahead of the curve. "How Do You Measure Up? Current Shifts and Tips in Online Marketing & Fundraising" In this webinar you'll learn: -How you can use the benchmark report findings to measure your success and identify your areas of improvement -Strategies for using benchmarks to reach your goals faster and more effectively -How leading nonprofits use benchmarks to optimize their campaigns Presented by: Dennis McCarthy, Blackbaud Elizabeth Nielsen, Feeding America Ashley Hansen, Care2

1. #C2Webinar
Presented by:
Dennis McCarthy, Blackbaud
Elizabeth Nielsen, Feeding America
Ashley Hansen, Care2
Current Shifts and Tips
in Online Marketing &
Fundraising
Watch the full presentation here: http://hub.am/17FKU9o

2. #C2Webinar
Citizens use Care2 for:
Starting or signing petitions
Spreading news
Commenting on blogs
Donating $
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
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3. #C2Webinar
presenters:
Dennis McCarthy
@blackbaud
Liz Nielsen
@feedingamerica
Ashley Hansen
@luvthemtns
@care2team
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4. #C2Webinar
2012 Benchmarking Report: Framework
Methodology
Covers 17 self reported
NTEE verticals plus Canada,
Teams, and National Non
Profits.
What’s new: email tiers,
revenue tiers, and the years
your organization has been
engaged on line.
Requirements: Must be on
the Luminate platform for
three years to minimize
distortion.
Report started by Vinay Bhagat,
founder of Convio
7th
Edition
7th
Edition
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5. #C2Webinar
2012 Benchmarking Report: Framework
Methodology
Key
Factoids
Key
Factoids
~500
Nonprofits
& affiliates
16.8MDonations
4.2 B
Emails
sent
$1.12 B
In
revenue
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6. #C2Webinar
2012 Key Findings: Email & Traffic
Despite double
digit decline in
website traffic
and minimal
change in
website
conversion rates,
email files grew
Orgs with smaller
file sizes
correlate to
higher rates of
growth
12.5%
+ 12.5%
- 14 %
Email
file size
Web traffic
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7. #C2Webinar
Email opens sees
minimal change
from previous
year, but double
digit decline in
CTRs. Response
rates for appeals
also declined
Declining
response rates
illustrate a
saturated
channel with
undifferentiated
messaging and
campaigns
18.7%.
2012 Key Findings: Email Performance
-16% Appeals Click
Through Rate
-18.7% Appeals
Response Rate
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8. #C2Webinar
Email Performance Metric: Opens
What can organizations do to mitigate flat or declining
open rates?
Trend: Appeals
(14.72%) & eNews
(15.21%)
communication see
minimal growth.
Vertical: The high
performing verticals for
appeals were Hospital
Foundation and Higher
Ed. For eNews,
Hospital Foundation
and Team Event.
Email: All but the two
largest email tiers see
positive email growth
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9. #C2Webinar
What can organizations do to mitigate flat or declining
click-thru rates?
Trend: Appeals (.7%) &
eNews (1.95%) see
decline of 16% and
11.91%, respectively.
Vertical: All verticals
except Hospital
Foundation and Higher
Ed see negative growth
for appeals. All verticals
except Team Event see
negative growth for
eNews.
Email: All tiers except
125,000-199,000 see
positive email growth
for appeals. All tiers
except 750,00-999,999
see negative growth for
eNews.
Email Performance Metric: Clicks
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10. #C2Webinar
Email Performance Metrics: Response
What can organizations do to mitigate flat or declining
response rates?
Trend: The median
response rate is .5%,
an 18.7% decline.
Vertical: Only Hospitals
had an increase in
response rate of 3.96%.
Email: Across all tiers,
there were declines
except for the 750,000-
999,000 tier where
there was a 21%
increase in email
response rates.
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11. #C2Webinar
Fundraising
continues double
digit growth as
sustainers and
repeat donors
grew 27% and
20%,
respectively.
Average median
gift $89
2012 Key Findings: Fundraising
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12. #C2Webinar
First Time Gifts
How much emphasis does Feeding America put
on online as a new donor acquisition channel?
Trend: The funds
raised from first
time gifts see a
modest 3%
growth, but the %
of total revenue
declined 9%.
Vertical: Higher
Ed (29%),
Hospital
Foundation (18%),
and Hospitals
(22%) see
greatest growth.
Email: Lower and
upper email tiers
see strongest
growth in first time
revenue while
middle email tiers
struggled the
most.
Revenue:
Organizations with
revenue <$99k
and >$3m see
negative growth in
first time revenue,
all other positive
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13. #C2Webinar
Repeat Donations
How does your communication strategy differ
between first time donors and repeat donors?
Trend: Repeat
fundraising
revenue sees
20% growth;
repeat % of
total revenue
also grew 9%.
Vertical: Visitation
(54%), Higher Ed
(40%), Environment &
Wildlife (30%) saw the
greatest growth. All
verticals see repeat %
of total revenue growth.
Email: 500,000-
749,999 see greatest
growth, but overall
smaller email tiers
outperformed the
larger tiers for repeat
fundraising revenue
growth.
Revenue: All
organizations
see positive
growth, but
organizations
with revenue
>$100K see the
greatest growth.
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14. #C2Webinar
Recurring Donors (i.e. Sustainers)
Trend: The median
online revenue from
recurring gifts of
$30,052, a 27%
increase. Recurring
giving represents
8% of online
revenue.
Vertical: Verticals
with standout
performances:
Association &
Membership, Higher
Education, Jewish,
and Performing Arts.
Email:
Organizations
with email files
>200k see the
greatest increase,
upwards of 48%.
Revenue:
Growth %
correlates to
larger revenue
bands, $2-2.9m
see 52% growth.
How does Feeding America approach sustainers? What
was your process in building a sustainer programs?
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15. #C2Webinar
How is Feeding America using online advocacy to recruit new
constituents or and keep constituents engaged? Are there strategies
to convert advocates to donors and vice versa?
Trend: Though
number of advocates
increase 8.7%, the
% of advocates on
file decreased 1%.
Advocates who
donate see a 12%
growth.
Vertical: Jewish
organizations see a
29.2% increase of
advocates who donate
followed by
Environment & Wildlife
and Higher Ed (22.2%
and 21.2%,
respectively).
Email: Highest email
tiers see strongest % of
advocates who donate,
upwards of 38%.
Advocacy
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16. #C2Webinar
The number of
advocates grew,
but not at rate of
total housefile
growth. All verticals
saw positive growth
in number of
advocates who give
Total
Advocates
grew by 8.7%
while
Advocates who
donate grew by
12%
2012 Key Findings: Advocates and
Advocates who Donate
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17. #C2Webinar
Free copy of the full report and upcoming webinars
www.blackbaud.com/benchmark
Additional Resources
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18. #C2Webinar
thank you! questions? contact us!
Dennis McCarthy
dennis.mccarthy@blackbaud.com
@blackbaud
Liz Nielsen
enielsen@feedingamerica.org
@feedingamerica
Ashley Hansen
ashleyh@care2team.com
@luvthemtns
Watch the full presentation here: http://hub.am/17FKU9o