Clicking, Connecting, and Converting: Discovering Donor Value
and the Importance of Being the Charity of Choice
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2 1,022 donors Gave at least $25 in the last 12 months &
accept emails from nonprofits Asked about current donation &
engagement activities, focusing on how they interact with their
favorite charity Asked about preferred online methods for engaging
Donor Engagement Study
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3 Key Finding: How many charities do they donate to in a year?
78% Give to more than one charity 122% 2 - 349% 4 - 617% 7+12%
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4 Key Finding: How is that $ divided? Donors gave 67% of their
annual amount to their favorite charity.
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5 Do you have metrics in place to measure the relationship with
your donors?
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6 Key Finding: What is motivating them? 65% Believe in the
charitys cause
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7 Do you run campaigns that are designed to drive activities
beyond donations?
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8 Key Finding: How are they being your champions? Donors also
spread the word and encourage activity for their favorite charity *
Doing these things at least a few times a year
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9 Are you empowering your champions?
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10 Do you encourage your donors to share their story?
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Putting these findings to work
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12 Strive to be the favorite Take Stock - Benchmark Set Your
Strategy Execute Measure Impact
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13 Website Email Social Media Media Mix Activities Audiences
Take Stock / Benchmark
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14 Set Strategy Determine value Target potential Activities
Calendar
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15 Measure Impact Conversion to Donors Retention Growth Segment
Value
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16 Go to your supporters Use appropriate channels Leverage
networks Utilize the right channel mix
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An example of a great approach
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18 Revlon Run / Walk
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19 Social Media Page 19
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20 Share in Navigation and Multiple Platforms
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Thank you! Blake Groves Vice President, Charity Dynamics
[email protected] Sign up to survey your supporters and
compare to the benchmark at
http://www.charitydynamics.com/surveyoffer/ Download the benchmark
report http://www.nonprofitdonorengagement.com/
