4. We ♥ Luminate Online Benchmarks!
•8th annual report
•Largest of its kind: ~800 nonprofits
•Mature Luminate Online Users (minimum of 36 months)
$1.27 Billion Raised 18 Million Transactions 7.6 Billion Email Messages
5. New this year
•Fiscal Year: Covers July 1, 2013-June 30, 2014
•The most up-to-date metrics this time of year
•Use as planning tool for next year
•Launch @ bbcon
6. Methodology
•All Values are Medians:
•Numerical mid-point of any data set, meaning 50% of all the values lie above that number and 50% are below
•Helps normalize outliers
•Avoid Referral Bias & Measurement Bias
Who’s Who?
•20 Cohorts:
•17 verticals based on NTEE Code
•National Nonprofit Mailer – Email housefiles larger than 1 Million
•Team Event – over 80% of revenue comes from events
•Canada – consolidated for improved sample size
9. Usable Housefile Growth
9 #bbcon
12.36%
2.51%
6.07%
6.92%
3.88%
8.75%
7.04%
16.65%
16.48%
7.55%
11.91%
17.43%
9.69%
0.84%
10.31%
3.81%
2.77%
6.32%
10.70%
12.96%
7.97%
Animal Welfare
Association & Membership
Canadian Organization
Christian Ministries
Disaster & International Relief
Disease & Health Services
Environment & Wildlife
Food Bank
Health - Medical Research
Higher Ed
Hospital Foundation
Hospitals
Human & Social Services
Jewish
National Nonprofit Mailer
Performing Arts & Libraries
Public Affairs
Public Broadcasting Stations
Team Event
Visitation
TOTAL
8% usable Housefile Growth
10. Year Over Year Change: Percent of Housefile that Donates
10 #bbcon
17.65%
3.15%
20.28%
15.93%
10.60%
12.36%
16.81%
21.18%
25.28%
13.14%
17.32%
24.04%
18.13%
14.95%
17.02%
12.19%
10.98%
12.17%
13.39%
23.46%
15.08%
Animal Welfare
Association & Membership
Canadian Organization
Christian Ministries
Disaster & International Relief
Disease & Health Services
Environment & Wildlife
Food Bank
Health - Medical Research
Higher Ed
Hospital Foundation
Hospitals
Human & Social Services
Jewish
National Nonprofit Mailer
Performing Arts & Libraries
Public Affairs
Public Broadcasting Stations
Team Event
Visitation
TOTAL
Percent of housefile that donates increased 15 % YOY
11. Buzzworthy Trends
•Direct relationship: Housefile Growth $$ Raised Online
•No signs of slowing in attracting new supporters
•Constituents WANT to be communicated with via email!
•Supporters who believe in your mission are best!
11 #bbcon
12. Lauren’s Take: Applying the Data
•A robust email file is critical to organizational growth:
•Make email acquisition a priority
•Nurture & cultivate
•Proceed with Caution: List fatigue
•Attract high-quality constituents
•Put the relationship first
12 #bbcon
18. Email Conversion Rate: Declining
18 #bbcon
-0.16%
-0.11%
-0.06%
-0.01%
0.04%
0.09%
0.14%
-30.00%
-20.00%
-10.00%
0.00%
10.00%
20.00%
30.00%
Yoy % Change
Median Conversion Rates
25% Year over Year Decrease in Appeal Email Conversion Rate
19. Buzzworthy Trends
•60% increase in distinct email messages sent!
•Open rates holding steady
•Constituents are engaged and still consuming information via email
•However, Click through rates continue to decline
19 #bbcon
20. Lauren’s Take: Applying the Data
•Maximize constituent engagement
•Send differentiated messages
•Be responsive
•Bottom Line: With more eyes on your email, you better make sure it is timely, relevant, and personal
•Understand the communication pathway
•Where are they going?
•How are they getting there?
•What are they doing?
20 #bbcon
22. Value of Usable Email Addresses
22 #bbcon
$13.68
$3.67
$8.69
$17.75
$24.76
$15.46
$6.01
$38.89
$20.18
$8.27
$17.72
$19.25
$14.44
$13.69
$2.24
$10.98
$3.12
$12.73
$25.41
$6.55
$12.46
Animal Welfare
Association &…
Canadian…
Christian Ministries
Disaster &…
Disease & Health…
Environment &…
Food Bank
Health - Medical…
Higher Ed
Hospital Foundation
Hospitals
Human & Social…
Jewish
National Nonprofit…
Performing Arts &…
Public Affairs
Public…
Team Event
Visitation
Total
Each Usable Email Address has $12.46 Median Annual Online Revenue
24. Online Giving by Vertical: YOY Change
24 #bbcon
13.64%
-4.57%
21.34%
11.34%
8.39%
2.50%
15.39%
14.84%
-4.14%
18.37%
16.79%
8.24%
13.57%
-2.39%
5.83%
2.98%
1.15%
11.07%
-3.32%
16.64%
8.07%
Animal Welfare
Association & Membership
Canadian Organization
Christian Ministries
Disaster & International Relief
Disease & Health Services
Environment & Wildlife
Food Bank
Health - Medical Research
Higher Ed
Hospital Foundation
Hospitals
Human & Social Services
Jewish
National Nonprofit Mailer
Performing Arts & Libraries
Public Affairs
Public Broadcasting Stations
Team Event
Visitation
Total
26. Buzzworthy Trends
•Donors are online, they are giving, and they are giving more
•Increases:
•Number of gifts
•Total revenue
•Average gift amount
26 #bbcon
27. Lauren’s Take: Applying the Data
•Have a multi-channel, multi-response fundraising strategy
•Ditch the silos
•Monitor the landscape
•Give your strategy time to drive results
27 #bbcon
28. The most important metric is an organization’s own historical performance.
28 #bbcon
30. 30 #bbcon
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