1. K I C K O F F 2 0 1 4 W I T H A S T R AT E G I C O N L I N E
FUNDRAISING PROGRAM
NOVEMBER 19, 2013
11/21/2013
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2. Danielle Johnson Vermenton
Sr. Interactive Consultant
Go! Team
• Former nonprofit fundraiser
• Passionate about strategy,
donor stewardship and vision
• Lives in Atlanta, GA
11/21/2013
Blackbaud Confidential
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3. TODAY’S TOPICS
What is today’s online fundraising landscape
It’s alive!! Or is it?
Ready, Set, Go!
The proof is in the…
Of course we’ll have Q&A
11/21/2013
Blackbaud Confidential
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4. NO END IN SIGHT TO GROWTH
12 months of double digit growth
in online giving from 2500 orgs
And…the Luminate Online Marketing Benchmark Study has
seen double-digit growth in online giving for the past 3 years!
11/21/2013
Blackbaud Confidential
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5. ONLINE MARKETING BENCHMARK BACKS IT UP
US HIGHLIGHTS
•
Sustainer growth 27%
•
Sustainer growth 30%
•
Repeat fundraising growth 20%
•
Repeat fundraising growth 20%
•
Email file growth over 12%
•
Email file growth was almost 17%
•
Average online donation $89
•
Average online donation $85
•
Value of email $13
•
Value of email $15
•
11/21/2013
CANADIAN HIGHLIGHTS
14.34% open rates
•
22.98% open rates
Blackbaud Confidential
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6. A R E Y O U T H E I R FAV O R I T E C H A R I T Y ?
Donors prefer to
spread the word
by
email, Facebook
and in person
More than ½ of
donors received
information from
their favorite
charity’s
website and by
email
NTEN Donor Engagement Benchmark Study 2012
11/21/2013
Blackbaud Confidential
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7. American Giving
Baby Boomers give 43% of total giving in the US
More Gen X & Y reported giving online vs postal mail in the past 2 years
42% of Boomers say they give online, less than direct mail
Gen X & Y need to know how they’re money is making an impact
11/21/2013 interactive version: http://www.blackbaud.com/NextGenGraphic
Blackbaud Confidential
Checkoutthe
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8. Canadian Giving
Strong majority of Canadians say they have made some sort of donation
Most donors don’t plan to expand their giving in the coming year
Generation X is catching up to Boomers in influence and giving
Multichannel is the new normal, but the mix varies from gen to gen
11/21/2013
Blackbaud Confidential
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9. EMAIL IS KING
It isn’t going away
It converts higher than social
Growing donor preference
It’s a personal
Direct mail isn’t dead, but…
Sources:
Converts Higher http://social.razoo.com/2011/10/email-fundraising-is-still-king/
Growing Preference: NTEN Donor Engagement Benchmark Study 2012
11/21/2013
Blackbaud Confidential
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10. My email is alive!
Or is it ?
11/21/2013
Blackbaud Confidential
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11. EPHILANTHROPY IS YOUR ANNUAL FUND PIPELINE
Middle &
Major Gifts
Sustained
Giving
Grants &
Foundation
Direct Mail
Online
&
Social
Special
Events
11/21/2013
Blackbaud Confidential
Corporate
Giving
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Planned
Giving
12. How does your online program stack up?
Plan
send monthly eNews
welcome new subscribers
donation form is optimized for conversion
Grow
have eNews sign-up on website
Engage
accept monthly gifts online
we have in-house design resources
run multi-part EOY and sustained giving campaigns
software can segment, target and automate campaigns
increase in funds raised by more than 50% from 2011 to 2012
11/21/2013
Blackbaud Confidential
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Raise
Funds
14. THE GO! ESSENTIALS PROGRAM
A proven action plan
Luminate Online fundraising software
A team of your peers and
Blackbaud coaches to guide you
Tangible results today
Knowledge to build upon tomorrow
11/21/2013
Blackbaud Confidential
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17. Industry
Leading
Software
Group
Strategy &
Consulting
Set up &
Implementation
Bi
Tool Weekly
Trainings
Calls
Best
Practices
11/21/2013
Blackbaud Confidential
How does Go! help you?
Production
Services
Coaching
&
Feedback
Four email
Campaigns
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Client
Forum
Benchmarks
19. GO! ONLINE FUNDRAISING RESULTS
Industry benchmark 12%
Industry benchmark 11%
GROWTH IN FUNDRAISING YEAR TWO 42%
11/21/2013
Blackbaud Confidential
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This is the Blackbaud Index, you can check it out online and event compare yourself to sectors and size of org.
The strong rates for recurring and repeat donors indicate that donor loyalty is an important area. Declining response rates illustrate a saturated channel with undifferentiated messaging, and an opportunity for nonprofits to improve their own status through personalized communications.
NTEN Donor Engagement Study 2012 – almost 2,000 donors were surveyedthe message is clear – online engagement & communication is growing as a preference for all age segments. Even the 50+ crowd showed a pref for online communications. Website is KING for all.THE POINT – do you know your donor’s preferences? Do you know WHO your donors are? Gender? Age? Are you engaging them the right way? Are you using the right methods to communicate and engage?
When a donate button and enews are cutting it anymore. How does your program stack up? Do you have the right tools? Internal resources & knowledge? Are you seeing results?
How well you do online – email, website, social – will impact your overall goal dept goal. It isn’t enough to just send an enews once a quarter. You have to craft the right story, know your audience, use the best tools, get trained…
There is a lot involved in running an online fundraising programHow do you and your team navigate how best to do it?The strategy, best practices, analytics, design and then you need to learn the tools?!
Path of less riskOngoing support Save time & money, do it right from day 1Tools to grow, not just for todaySustainable
DANIELLE
Luminate Online is the leader in the market for nonprofits.Robust tool, it will grow with your needsDo it with one platformBuilt for acquisition, engagement, solicitation & retentionTools allow for smarter and more advanced tacticsHas a unique customer forum with DIY kitsUnlimited training resources
Wrapping upHow does Go help? It’s so much more than email…
Average online FR growth
Luminate Online is the leader in the market for nonprofits.Robust tool, it will grow with your needsDo it with one platformBuilt for acquisition, engagement, solicitation & retentionTools allow for smarter and more advanced tacticsHas a unique customer forum with DIY kitsUnlimited training resources