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Latest nonprofit online metrics and benchmarks presented by Steve MacLaughlin, Director of Internet Solutions, Blackbaud at the 2010 Conference for Nonprofits.
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Online Metrics and Benchmarks
Steve MacLaughlin - Director, Internet Solutions
Blog: www.blackbaud.com/connections
Twitter: smaclaughlin
Blackbaud
© 2010 Blackbaud
About Me
Director - Internet SolutionsBlackbaud, Inc.
14+ years of Internet experience
Frequent speaker at nonprofit conferences and events
Serves on the Board of Directors of NTEN
Editor and contributing author of the book Internet Management for Nonprofits
Blackbaud
© 2010 Blackbaud
Read my blog at: www.blackbaud.com/connections
Follow me on Twitter: smaclaughlin
The Agenda
Online Giving Universe
Online / Offline Giving Trends
Online Fundraising Growth
Online Giving Benchmarks
Major Giving Trends
Other Fun and Exciting Trends
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Blackbaud
© 2010 Blackbaud
There is math in this presentation
4Blackbaud
© 2010 Blackbaud
Sample Size
– Refers to the number of participants or items in a study
– Ex: N = 2,207 n = 1,454
Average
– Refers to a single number that is meant to typify a list of numbers.
– Ex: 65, 61, 58, 58, 55, 55, 55, 50, 50, 35 | Average = 54.20
Median
– Refers to the middle number separating the higher half of a sample from the lower half.
– Ex: 200, 150, 150, 125, 110, 110, 100 | Median = 125
5Blackbaud
© 2010 Blackbaud
5% of all US giving is from online channels
30% of online giving happens in December
33% of online donors switch to become offline donors
$144.72 was the average online gift in 2009
Did you know?
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Blackbaud
© 2010 Blackbaud
Counting Measuring Benchmarking
Three Very Different Things
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© 2010 Blackbaud
Online Giving Universe
Blackbaud
© 2010 Blackbaud
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Blackbaud
Mission Fish
Donor Focus Organization Focus
Inte
rnal
Web
site
Ext
erna
l Web
site
Network for Good
Visa Giving
Gateway
Friends Asking Friends
Gift Catalogs
Donor Portal
Employee Giving Portal
Donation Widgets
Facebook Causes Nonprofit
Central
Donation Forms
Campaign Micro Sites
Membership Forms
Event Forms
© 2010 Blackbaud
Online / Offline Giving Trends
Blackbaud
© 2010 Blackbaud
24 large direct marketing organizations.
Aggregate of 9.5 million donors, $750 million in revenue.
Gifts above $5,000 were excluded.
2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis
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© 2010 Blackbaud
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Online donors are younger than traditional donors
Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
© 2010 Blackbaud
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Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
Online donors have higher incomes than offline donors
© 2010 Blackbaud
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Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
The Internet is a significant source of new donors
© 2010 Blackbaud
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Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
Online donors switch channels. Offline donors do not.
© 2010 Blackbaud
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Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
Online donors are not as loyal as offline donors
© 2010 Blackbaud
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Blackbaud
Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics
Multichannel donors are more valuable donors
© 2010 Blackbaud
Mobile is Multichannel
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© 2010 Blackbaud
CRM Person to Person
Events
Telephone
Face to Face
Direct Mail
Web Email Online
Giving
Peer to Peer
Online Community
Advocacy
Social
Mobile
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
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© 2010 Blackbaud
Online Fundraising Growth
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© 2010 Blackbaud
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© 2010 Blackbaud
Source: http://mashable.com/2010/09/18/social-good-infographic/
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© 2010 BlackbaudSource: Blackbaud Index of Charitable Giving, www.blackbaud.com/blackbaudindex
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Blackbaud
© 2010 BlackbaudSource: Blackbaud Index of Online Giving, www.blackbaud.com/blackbaudindex
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Blackbaud
© 2010 Blackbaud
Blackbaud analyzed data from ~2,300 nonprofits
This represents the largest and most comprehensive study ever done in the nonprofit sector
Online recurring gifts and pledges were excluded as well as outlier gifts and growth rates
2009 Online Giving Trends
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Blackbaud
Source: Blackbaud
© 2010 Blackbaud
Online revenue grew 46% in 2009
December online revenue grew 32% in 2009
May online revenue grew 66% in 2009
2009 Online Giving Trends
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Blackbaud
Source: Blackbaud
© 2010 Blackbaud
30% of online revenue was processed in December
46% of online revenue was processed in the last three months of the year
Online transaction volume grew 74% YOY in the first three months of the year
2009 Online Giving Trends
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Blackbaud
Source: Blackbaud
© 2010 Blackbaud
Online Giving Benchmarks
Blackbaud
© 2010 Blackbaud
You, Me, and the Bear
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© 2010 Blackbaud
Blackbaud analyzed ~1,700 nonprofits with YOY data
65% of nonprofits had positive YOY growth
The median YOY growth rate was 21%
Year Over Year Growth
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Source: Blackbaud
© 2010 Blackbaud
Year Over Year Growth
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Source: Blackbaud
Amount Raised Online YOY Growth Rate
$1,000,000 + 35%
$500,000 - $999,999 19%
$100,000 - $499,999 28%
$50,000 - $99,000 13%
$10,000 - $49,999 3%
All Organizations 21%
© 2010 Blackbaud
2009 Average Gift Trends
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Source: Blackbaud
Business / Corporations $194.05Cultural $112.47
Family / Human Services $154.13Foundations $209.53Healthcare $95.21Hospitals $120.16
Higher Education $204.05Independent Schools $371.62
Other $110.04Recreational / Social $134.31
Religious $196.44All Organizations $144.72
© 2010 Blackbaud
Online Major Gift Trends
Blackbaud
Source: Blackbaud
© 2010 Blackbaud
77% of nonprofits had at least one gift ≥$1000
Largest online gift was $60,000
Median online major gift was $3,500
2009 Online Major Giving
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Source: Blackbaud
© 2010 Blackbaud
2009 Online Major Giving
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Source: Blackbaud
36%$1,001 - $4,999
20%$5,000
18%$5,001 - $10,000
9%
$10,001 - $60,000
17%$1,000
© 2010 Blackbaud
Fundraising Email Trends
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Blackbaud
Source: 2010 eNonprofit Benchmark Study
Year Open RateClick-Through
RateResponse
Rate
2009 12.82% 0.78% 0.23%
2008 14.0% 0.6% 0.12%
2007 14.8% 1.1% 0.13%
2006 17.3% 1.2% 0.17%
© 2010 Blackbaud
Blackbaud
© 2010 BlackbaudSource: 2010 eNonprofit Benchmark Study
Event Fundraising Trends
Blackbaud
© 2010 Blackbaud
16% of event fundraisers send emails
57% click-through rate on event fundraiser emails
25% of event fundraiser emails results in a transaction
Online participants raise 6x offline participants
Event Fundraising Trends
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Blackbaud
Source: Blackbaud
© 2010 Blackbaud
Independent Fundraising Event Benchmarks
Benchmark
Independent Fundraising Event BenchmarksEstimated Value
Event Cost Per Dollar Raised
Average Online Gift Size
Number of Online Gifts Per Participant
Online Amount Raised Per Participant
$0.10 to $0.15 per dollar raised
$92.82
6.6 gifts per participant
$611.66
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Source: Blackbaud, Event 360
Blackbaud
© 2010 Blackbaud
What should you be raising?
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© 2010 Blackbaud
Where do you fit in?
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© 2010 Blackbaud
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© 2010 Blackbaud
Percentage of Fundraising from Online
Large ($10m+) 5.1%
Medium ($1m - $10m) 7.0%
Small (Under $1m) 7.3%
Source: Blackbaud Index of Online Giving, www.blackbaud.com/blackbaudindex
Internet Management
for Nonprofits
27 nonprofit experts
AFP Fund Development Series
Makes a great gift
Blackbaud
© 2010 Blackbaud
Blackbaud
© 2010 Blackbaud
Thank You
Steve MacLaughlinDirector, Internet Solutionssteve.maclaughlin@blackbaud.com
Twitter: smaclaughlin
Blog: www.blackbaud.com/connections
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© 2010 Blackbaud
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