Presented at Blackbaud's 2010 Higher Education Executive Forum. This session will focus on major trends impacting how alumni and other constituents engage with higher education institutions. The use of multichannel communication, online giving, social media, mobile, and other areas will be explored. The presentation will include the latest research findings, recommendations on how to respond to these trends.

1. Blackbaud
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5 Key Trends Transforming
Interactive Communication
Steve MacLaughlin - Director, Internet Solutions
Blog: www.blackbaud.com/connections
Twitter: smaclaughlin
© 2010 Blackbaud

2. Blackbaud
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What Does
the Future
Hold?
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Trend No. 1
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The Future
is not Silos
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Email Online
Web
Giving
Peer to
Direct Mail
Peer
Face to Online
Face Community
Telephone Advocacy
Events Social
Person to
Person CRM Mobile
The Future is Multichannel
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Multichannel donors are more valuable donors
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
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Multichannel Giving is Hot
donorCentrics Internet Giving Benchmarking group meeting held by
Target Analytics. 14 large nonprofit organizations with online and
offline data analyzed
Median revenue per donor for multichannel supporters was $339
compared to $88 for offline and $170 for online
13% of multichannel donors are new and 28% have given in 5+ years
First year retention for multichannel donors was 51% compared to
30% for offline donors and 22% for online donors. Multi-year
multichannel donors are retained 75% versus 59% for offline and
52% for online
The reactivation rate for multichannel donors was 16% compared to
just 7% for both online and offline donors
© 2010 Blackbaud

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Trend No. 2
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The Future is Generational
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The Generation Gap
Born Age
Baby Boomers
1945 – 1960
50 – 65
Generation X
1960 – 1980
30 – 50
Generation Y
1980 – 1995
15 – 30
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Total Income by Generation (Trillions)
$3.44
Baby Boomers $3.29
$2.96
$3.67
Generation X $3.91 2007
$4.20 2012
2015
$1.89
Generation Y $2.37
$3.48
$0.00 $1.00 $2.00 $3.00 $4.00 $5.00
Source: Javelin Strategy & Research
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Boomers
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Generation X
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Generation Y
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Generation Thumb
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Are you boring?
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How do
you stand
out in the
crowd?
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Trend No. 3
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The Future is the Giving Experience
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Giving is Personal. Choice Matters.
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Diversify the Giving Experience
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Person to Person
Telephone
Direct Marketing
Face to Face
Online
Peer to Peer
Mobile
Social
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Source: http://mashable.com/2010/09/18/social-good-infographic/
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Online donors switch channels. Offline donors do not.
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
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Trend No. 4
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The Future is Mobile
© 2010 Blackbaud

31. Blackbaud
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“Mobile Phone
Subscribers Pledge
More than $35
million for Red Cross
to Help Haitian
Earthquake Victims”
© 2010 Blackbaud

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Mobile is
not just
about the
telephone
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Voice
Text
Web
Video
Data
Applications
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Source: Internet Trends 2010, Morgan Stanley
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Source: Internet Trends 2010, Morgan Stanley
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Everyone is already there
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Trend No. 5
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The Future is Social
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Basic Biology
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Relationships
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Social Networking
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43. Blackbaud
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You are not
in control
anymore
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This is about
friendraising
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I just had a ham
sandwich.
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48. Blackbaud
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So What?
Who Cares?
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The Momentum of
Permission
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50. Blackbaud
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The Future
and
Beyond
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The Future is Not Perfect
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Everything will be ok
© 2010 Blackbaud

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Thank You
Steve MacLaughlin
Director, Internet Solutions
steve.maclaughlin@blackbaud.com
Twitter: smaclaughlin
Blog: www.blackbaud.com/connections
© 2010 Blackbaud