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Unless you’ve been living under a rock, you’ve heard that multichannel fundraising, i.e. enabling your donors to give via postal mail, your website, telemarketing, social media, etc. is the answer to all of your fundraising woes. But what if you don’t have the budget or staff to focus on eight (or eighteen) different giving channels? And, what if you are “firing on all cylinders” but you’re still not seeing magical multichannel results? We can help! Join us on Wednesday, June 29 from 3:00 – 4:00ET for Multi-Channel Fundraising: Magic or Myth? In this webinar, fundraising experts from Union of Concerned Scientists, Blackbaud and Care2 will analyze the most significant results of the newly released 2011 donorCentrics Internet and Multichannel Giving Benchmark Report. This report analyzes data from some of the biggest national nonprofits in the U.S. and includes transactions for over 15 million donors and $1 billion in revenue. We’ll share the facts and fallacies about online giving. We’ll also talk about the importance of multichannel fundraising for your nonprofit. Finally, we’ll do our best to answer your questions, including: • Online donors? So what and who cares? • How can I leverage online and offline giving for better fundraising results? • Where should I invest my limited budget? This webinar is free but there are limited spaces. Please register now! Speakers: Allison Van Diest, Internet Solutions Architect, Blackbaud Allison has been a marketing professional for more than a decade. Over the course of her career, she has made the transition from marketing “artist” to marketing “scientist” by uncovering ways to measure the impact of marketing in the organizations she serves. Recently, Allison has been involved in marketing the Blackbaud Internet Solutions division, which provides Internet solutions, marketing strategy and creative assistance to a wide variety of nonprofit customers. She holds a bachelor’s degree in English from Florida State University and a master’s degree in business from The Citadel. Karla Capers, Online Director, Union of Concerned Scientists As the online director at Union of Concerned Scientists, Karla Capers manages the organization’s online outreach, advocacy, fundraising and marketing. She works with program staff to develop effective, creative online advocacy campaigns that support policy goals and build the organization’s base of activists, scientists and donors. She develops goals and strategies for, and oversees implementation of, the organization’s online marketing, social media, and supporter engagement activities and works with development staff to create and implement annual online fundraising plans and budgets. Karla joined the UCS in 2005. Prior to her work at UCS, Karla worked for nine years at Boston-based Corporate Accountability International. In her role as creative director, she oversaw the organization’s website, online advocacy and fundraising, print publications, email communications, and film production. Jocelyn Harmon, Director of Nonprofit Services, Care2 Jocelyn is passionate about helping nonprofits succeed online so that they can change the world! As Director of Nonprofit Services at Care2 she is responsible for connecting charitable organizations to Care2's 16 million + members and helping them to acquire new donors, members and advocacy supporters online. Jocelyn has worked with some of the biggest and most respected nonprofits in the U.S., including ASPCA, IFAW (International Fund for Animal Welfare), The Nature Conservancy, Defenders of Wildlife, the Carter Center, American Legacy Foundation, and Meals on Wheels Association of America. Jocelyn is a recognized blogger and speaker on online marketing for social change. Her personal blog, Marketing for Nonprofits, is top-ranked on Alltop. She also writes for Fundraising Success. In 2009, Fast Company recognized her as on
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Multi-Channel Fundraising: Magic or Myth?
For Audio Call: 1-408-792-6300 Event Number: 668 795 683
Presented By:
Allison Van Diest, Blackbaud
Karla Capers, Union of Concerned Scientists
Moderator: Jocelyn Harmon, Care2
June 29, 2011
Using WebEx• Chat & raise hand
• If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 668 795 683
• If you lose your internet connection, reconnect using the link emailed to you.
• WebEx Support: 1-866-229-3239
For Audio: 1-408-792-6300 Event Number: 668 795 683
This Webinar is being Recorded• The webinar will be available on
http://www.Frogloop.com - Care2’s Nonprofit Marketing Blog.
• You will receive a link to this presentation following the webinar.
• Tweeting the webinar? Use the Twitter hashtag: #Care2
For Audio: 1-408-792-6300 Event Number: 668 795 683
What is Care2?www.Care2.com is an online social action network with
16 million + members (75% are women!) who care about women’s rights, environment and wildlife, international development and more.
We help nonprofits (like yours!) acquire new donors, members and advocacy supporters online.
Check our current nonprofit campaigns at www.thepetitionsite.com
Subscribe to our blog – www.frogloop.com
Contact me at [email protected]
Allison Van DiestBlackbaud
• 1,800+ nonprofit organizations in the US
• Small, medium, and large organization
• Analysis of seven nonprofit sectors
• Insights into online disaster giving
• Research into online major giving
www.blackbaud.com/onlinefundraising
2010 Online Giving Report
• Reflects 15.6 million donors and $1.16 billion dollars in revenue
• Twenty-eight of the largest nonprofits
• Insights into acquisition, retention and lifetime value of donors based on giving channel
• www.blackbaud.com/onlinefundraising
2011 Internet and Multichannel Giving
Benchmarking Report
Online giving keeps growing
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
Online giving was more than $20 billion in 2010
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
% of Total Giving
88% of nonprofits had at least one online gift of $1,000 or more
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
International relief and P2P giving dominated 2010
Source: Chronicle of Philanthropy
Organization Sector 2010 Online Giving Giving Focus1United Way Worldwide Social Service $359,835,899 International Relief2American Red Cross Social Service $188,622,721 International Relief3Leukemia & Lymphoma Society Health $78,949,225 P2P Giving4National Multiple Sclerosis Society Health $73,475,000 P2P Giving5Doctors Without Borders USA International $51,471,242 International Relief6American Heart Association Health $36,900,000 P2P Giving7World Vision International $36,900,000 International Relief8Samaritan's Purse International $33,219,962 International Relief9United States Fund for UNICEF International $32,536,673 International Relief
10Partners in Health Health $28,000,000 International Relief11Salvation Army Social Service $27,042,979 International Relief12Alzheimer's Association Health $22,545,782 P2P Giving13Catholic Relief Services International $21,217,026 International Relief14Cystic Fibrosis Foundation Health $16,395,691 P2P Giving15Autism Speaks Health $15,203,865 P2P Giving16 Islamic Relief USA International $14,375,730 International Relief17Save the Children International $14,030,926 International Relief18Young Life Religious $13,475,656 Annual Giving19Dana-Farber Cancer Institute Health $11,912,000 P2P Giving20Mercy Corps International $11,104,423 International Relief21Habitat for Humanity International Social Service $9,899,360 International Relief22Feed the Children International $9,745,247 International Relief
23Stanford UniversityHigher Education $9,380,727 Annual Giving
24Wycliffe Bible Translators Religious $9,073,278 International Relief
25University of PennsylvaniaHigher Education $9,023,767 Annual Giving
Most gifts are still coming through the mail
Distribution of All Giftsby Channel2010 Medians
10%
79%
11%
Online Mail OtherOffline
Distribution of New Donorsby Channel2010 Medians
16%
76%
8%
JoinedOnline
Joinedby Mail
Joinedby OtherOffline
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
But more new donors are coming in online every year
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Trends in the Percent of Donors Giving Online2006-2010 Medians
9%
5%
12%
5%
8%
14%
6%
9%
16%
7%
10%
7%
New Donors Multi-Year Donors All Donors
2007 2008 2009 2010 2007 2008 2009 20102007 2008 2009 2010
…especially from younger new donors
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Donors acquired online are younger and have higher incomes
Donors acquired online give larger gifts
Revenue per New Donorby Origin Channel
2010 Medians
$62
$32
Joined Online Joined by Mail
Revenue per New Donorby Age and Origin Channel
2010 Medians
$48$56
$62$66 $64
$27$33 $33 $32 $34
$31 $28
$61 $61
18-24 25-34 35-44 45-54 55-64 65-74 75+
J oined OnlineJ oined by Mail
Revenue per New Donorby Household Income and Origin Channel
2010 Medians
$55$61
$73$80
$24 $26 $27 $29 $33 $37
$65 $69
Less than$25,000
$25,001-$50,000
$50,001-$75,000
$75,001-$100,000
$100,001-$145,000
$145,001+
J oined OnlineJ oined by Mail
Donors acquired online give more over time
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Lifetime Revenue per Original Donor(All Origin Gift Levels)
2010 Medians
$197
$158
$72 $66$51
$118
Joined in 2007 Joined in 2008 Joined in 2009
J oined OnlineJ oined by Mail
Donors acquired online who use multiple channels to give are worth even more:
1.5x online-acquired donors who stay online
2.7x offline-acquired donors
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Lifetime Revenue per Original Donorfor Donors Acquired in 2007
2007-2010 Medians
Donors AcquiredOnline in 2007
$79$93
$111$128$84
$124
$169
$197
2007 2008 2009 2010
Including Online Gifts OnlyIncluding All Giving
Donors Acquiredby Mail in 2007
$44$55 $63
$32$48
$62$72
$30
2007 2008 2009 2010
Including Mail Gifts OnlyIncluding All Giving
But…donors acquired online aren’t quite as loyal
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Percent of Original Donors Still Givingfor Donors Acquired in 2007
2007-2010 Medians
Donors AcquiredOnline in 2007
100%
23%18%
16% 12% 11%
30%
2007 2008 2009 2010
Including Online Gifts OnlyIncluding All Giving
Donors Acquiredby Mail in 2007
27%
18% 15%
100%
22%18%
32%
2007 2008 2009 2010
Including Mail Gifts OnlyIncluding All Giving
40
Percent of online-acquired donors who switch to offline channels when they do choose to
renew:
Percent of online-acquired donors who switch to offline channels when they do choose to
renew:
Can’t stop investing energy and resources offline – that’s where most of the money is
Can’t stop investing creativity and resources online – that’s where most of the new growth and younger donors are
Must start investing in the proven online/offline package – online-acquired donors that switch channels have the highest lifetime value to your organization
So what does it all mean?
Karla Capers Union of Concerned Scientists
Who we are• $20 million annual income
• 73% from individual members
• 75,000 members
41% have working emails on file
• Email list size of 350,000 (85% never given $)100% have mailing address on file
• Membership staffing:• Membership Director: responsible for mail and phone• 50% Online Director: responsible for online fundraising• Other staff are responsible for Major Gifts ($1,000+)
Online Income
Percent of current year donors by giving type
Percent of new donors giving online
Current year revenue per donor by giving type
Retention
What are we doing?
online appeals offline donors
mail appeals online donors and prospects
Everyone with an email address gets: Action alerts Event invitations Monthly e-newsletter Other informational updates and cultivation messages
What are we doing? Integrating online and offline appeals and cultivation
What are we considering doing?Phoning
Monthly giving
$1,000+ integration
Testing and Reporting
Questions?Contact Us:
Allison Van Diest
Karla Capers
Jocelyn Harmon
@jocelynharmon
