5. 2017 Total
Contributions:
$410.02 Billion
• 79% of total giving in 2017 came from
individual donors (includes Bequests)
• $50.6 billion went to human services
organizations
SOURCE: GIVING USA (Look for 2018 numbers in June!)
8. In 2018…
Large organizations
(>$10M total annual donations)
increased by 2.3%
Medium organizations
($1M–$10M total annual donations)
increased 2%
Small nonprofits
(<$1M total annual donations)
experienced a decrease of 2.3%
Human Services sector
giving grew by 1.3%
SOURCE: Blackbaud 2018
Charitable Giving Report
9. However…
2018 Q4 Told
Another Story
Donor Retention
was down 4.5%
New Donor Acquisition
was down 7.3%
SOURCE: Source: AFP / FEP 2018 Q4 Fundraising Report
10. In Q4 2018 Total # of Donors Dropped by 4.5%
New donors to an organization
dropped by 7.3%
Newly retained donors, those who
have given a second time to an
organization, dropped by 14.9%
Recaptured donors, those who
stopped giving to an organization
but returned and gave again to the
same organization in 2018,
dropped 1.6%
Repeat retained donors, who have
been giving to the same
organization for at least three
years, increased by 0.2%
SOURCE: Source: AFP / FEP 2018 Q4 Fundraising Report
11. In Q4 2018
Three Giving
Categories
Fell
Gifts of more than $1000
fell by 5%
Gifts in $250 – $999 range
decreased by 12%
Gifts under $250
dropped by 15%
SOURCE: Source: AFP / FEP 2018 Q4 Fundraising Report
12. Don’t Worry! Since 2016 in the USA….
Overall giving has grown by 9%
Online giving increased 17%, and average online gift
amounts have continued to increase.
Spikes in giving due to economic, political, and
international events eventually return to normal levels.
SOURCE: Blackbaud 2018 Charitable Giving Report
13. Overall,
Organizations
Grew in 2018 Thanks to revenue
being up from
$1,000+ donors
Underscores need for
increased retention and
more aggressive new
donor acquisition
SOURCE: Source: AFP / FEP 2018 Q4 Fundraising Report
15. Make Sure They Are Giving to YOU
ENSURE YOUR
LEADERSHIP AND
BOARD COMMIT TO
DONOR ACQUISITION
CREATE A CADENCE OF
COMMUNICATION
WITH YOUR DONORS,
YEAR-ROUND
SYNCHRONIZE
MESSAGES ACROSS
ALL CHANNELS
DO ASK OFTEN…
BUT DON’T ASK
EVERY TIME
20. What About
Online Giving
in 2018? ONLINE
CHARITABLE
GIVING IN THE USA
GREW BY 1.2%
IN HUMAN SERVICES
SECTOR, ONLINE
GIVING REPRESENTS
7.2% OF ALL
DONATIONS
SOURCE: Blackbaud 2018 Charitable Giving Report
21. “Can’t We
Just Do It
All Online?”
• In a word, No!
• Direct mail is still the most
cost-effective way to acquire
new donors
• The most effective programs
use online and offline channels
in concert
• Multi-channel donors have
higher retention rates and value
22. Mail Is NOT Dead…
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Mail
Internet
Telemarketing
All other
• Target Analytics Reports that 71%
of gifts were made through the
mail in 2017
• Those gifts represented 68%
of all revenue
But…
23. Online Giving IS on The Rise…
In 2018, 8.5% of all charitable gifts (excluding grants) were donated online
SOURCE: Blackbaud 2018 Charitable Giving Report
25. www.How Is Your Website?
IS YOUR DONATE
BUTTON FEATURED
PROMINENTLY ON
YOUR HOME PAGE?
IS YOUR
DONATION PAGE
EASY TO NAVIGATE
IN FEW CLICKS?
DON’T FORGET
SEO
(SEARCH ENGINE
OPTIMIZATION)
DOES YOUR
ORGANIZATION POP UP
1ST WHEN SOMEONE
SEARCHES FOR
MEALS ON WHEELS
IN YOUR AREA?
27. Make Sure You Are Integrating Where Possible
COLLECT EMAIL
ADDRESSES
ASK FOR MOBILE
NUMBERS
USE FACEBOOK
TO ENGAGE
WITH SUPPORTERS
29. At Least Consider A Giving
Tuesday* Campaign!
• Last Year’s #Giving Tuesday
raised over $380 million
• (over $1 billion since 2012)
*Amplify Austin - $11M in February
The Big Give - $4M in March
North Texas Giving Day - $48M last September
34. Hold the Phone!
Are you
mobile
optimized?
In 2018,
24% of digital
donations
were made on
mobile devices
SOURCE: Blackbaud 2018 Charitable Giving Report
36. Every Nonprofit Needs to Understand:
Being mobile friendly =
being donor friendly.
Mobile optimization is no
longer optional.
A lack of mobile friendly
websites, donation forms,
and emails will put you at
a distinct disadvantage.
All these tools should be
used in combination to
maximize the donor giving
experience.
42. Totals by Population Size
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$80.00
$90.00
SMALL MEDIUM LARGE
ACQUISITION AVG GIFT BY AREA
2017 2018
45. Fundraisers Take Note!
Organizations that prioritize
stewardship and retention
continue to find the greatest
success.
A focus on the
fundamentals of
relationship building
continues to be the key to
fundraising success.
The networked world has
placed donors squarely in the
role of key navigators of their
own philanthropic course.
46. Fundraisers
Take Note!
By taking the time to learn about their
motivations for giving and their unique
charitable perspectives, you can steward long-
term relationships to inspire donors to maintain
their valuable support for years to come.
47. THANK YOU!
Lisa Maska, CFRE
lmaska@lautmandc.com
Kate Zidek, MPA, CFRE
kzidek@lautmandc.com
QUESTIONS?
Notas do Editor
Kate
Lisa (and Kate)
GIVING USA Annual Report on Philanthropy — the sources and uses of charitable giving — in the United States
BLACKBAUD The Blackbaud Institute brings together the best minds in philanthropy to develop and share leading-edge research and insight that accelerates the impact of the social good community.
2018 Charitable Giving Report includes overall giving data from 9,029 nonprofits representing $31.9 billion in total giving in 2018. It also includes online giving data from 5,537 nonprofits representing $2.7 billion.
Target Analytics donorCentrics Index of Direct Marketing Fundraising The Target Index reports on direct marketing giving only. Direct mail is the dominant revenue source for most organizations, but web, telemarketing, canvassing, and other gifts considered to be direct marketing are also included. Individual payments greater than $10,000, soft credits, and matching gift payments are excluded.
FEP The groundbreaking annual Fundraising Effectiveness Survey, piloted in November 2006, collects fundraising data from nonprofit organizations beginning with data for 2004-2005. The Fundraising Effectiveness Survey enables participating groups to measure and compare their fundraising gain and loss ratios to those of similar organizations. Participants can use this industry data, which AFP offers free, to make better-informed, growth-oriented budget decisions to boost donor revenue.
Data from the Fundraising Effectiveness Project’s 2018 Fourth Quarter Report is based on a panel of more than 4,500 charities selected from the Growth in Giving Database of 161 million individual transactions, which includes more than $72 billion in donations and 18,348 organizations since 2005. Organizations included in the panel have raised $5,000 or more from 25 or more donors in each of the last six years. Revenue figures have been adjusted for inflation.
Kate
Kate
Lisa
Kate
2018 Charitable Giving Report includes overall giving data from 9,029 nonprofits representing $31.9 billion in total giving in 2018. It also includes online giving data from 5,537 nonprofits representing $2.7 billion.
Kate
2018 Charitable Giving Report includes overall giving data from 9,029 nonprofits representing $31.9 billion in total giving in 2018. It also includes online giving data from 5,537 nonprofits representing $2.7 billion.
(take into account higher giving in 2016 & 2017, so 2018 has leveled back to normal).
Lisa
http://afpfep.org/blog/fundraising-effectiveness-project-quarterly-fundraising-report-for-q4-2018/
Data from the Fundraising Effectiveness Project’s 2018 Fourth Quarter Report is based on a panel of more than 4,500 charities selected from the Growth in Giving Database of 161 million individual transactions, which includes more than $72 billion in donations and 18,348 organizations since 2005. Organizations included in the panel have raised $5,000 or more from 25 or more donors in each of the last six years. Revenue figures have been adjusted for inflation.
Lisa
Lisa
Lisa
Looking at a 36 month view, overall giving has grown by 9% and online giving by 17%.
This online giving represented a slower growth trend compared to the double-digit growth rates experienced in 2017. 2018 saw a leveling out of online giving after significant growth rates in 2016 and 2017.
Lisa
– low $ donors are key part of the pipeline that builds $1,000+ donors.
Lisa’s slide
Kate
So this is where the fun comes in! You have control over the efforts you make to ensure you are among your donors’ Most Favorite Charities.
Acquisition critical to keep a donor file healthy. We offer 2 acquisition campaigns a year and will soon be adding a 3rd. If you do nothing else, be sure you are committed to a professional acquisition program.
Build a rythme or pace of communicating with your donors. Just like any relationship in our lives, we must invest time and attention on a regular basis to keep it enriched. It won’t work to treat your donors like an ATM machine or only reach out once or twice a year.
Multi-channel communication is important—be where your donors are!
And, don’t be shy about asking frequently—it is for an important cause! But, be sure not to ask EVERY time. Show your appreciation to donors…describe the impact of their gifts to you.
Lisa
Kate
This illustrates a very basic communications calendar but it covers the critical areas: Acquisition (2x a year), New Donor Welcome Package (show of hands), series of fundraising asks in the mail/online, Giving Tuesday, Planned Giving, Cultivation
How many of you are doing all these things? How many follow a coordinated Communication calendar?
Kate
Here’s a glimpse of a few of the pieces we produce for our Coop partners:
Cultivation postcard
Year-end email
FB donor acquisition and conversation series
Giving Tuesday emails
January annual renewal
New Donor Welcome Package
Holiday Meals year-end campaign
Lisa
Lisa
2018 saw a leveling out of online giving after significant growth rates in 2016 and 2017
Online giving is entering a new phase where mobile and other digital channels continue to change how donors engage with nonprofit organizations
Fun fact: June has continued to be the second largest giving month of the year, which aligns with the end of the fiscal year for many nonprofit organizations.
Lisa
Online giving is entering a new phase where mobile and other digital channels continue to change how donors engage with nonprofit organizations
Fun fact: June has continued to be the second largest giving month of the year, which aligns with the end of the fiscal year for many nonprofit organizations.
Kate
Kate
Keep this in mind when you allocate your resources: over 70% of all giving happens through the mail = approx. the same amount of gifts
2018 saw largest % of gifts coming in online – 8.5%
Online giving still represents less than 10% of total fundraising. As a point of comparison, the U.S. Department of Commerce estimates that e-commerce sales in the third quarter of 2018 accounted for 9.8% of total sales. Consumer behavior continues to align with donor behavior when it comes to digital fundraising and engagement.
Lisa
Small nonprofits continue to set the mark with 13.4% of total fundraising coming from online giving. Medium-sized organizations moved to 7.8% and larger nonprofits to 4% in 2018.
Lisa
Lisa
Lisa
Lisa
Lisa
Lisa
Lisa
Lisa
Kate
Kate
Kate
Kate
Asking for volunteers. Who will give us their org name so we can do a quick eval of how well you’re mobile optimized?
Lisa
Lisa
Lisa
Lisa
Small 200,000 or less
200-600
Large 600 and above
Lisa
Human Services Benchmark Avg Gift $30.00
Lisa
Lisa
Lisa
Kate
Kate
Come by our Booth tomorrow. We’d love to hear about your program, your fundraising challenges, and see if we can help you grow your programs.
Stop by Sandy’s!
Questions:
Did you meet your acquisition goals in 2018?
What are your most successful acquisition efforts?
What are you most successful campaigns?
What are your biggest fundraising challenges?