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G I V I N G T R E N D S & T H E “ A R T O F T H E A S K ”
Amy Kellinger Senior Marketing Manager
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CURRENT STATE OF FUNDRAISING - DISCONNECTED CONSTITUENT EXPERIENCES
Donated $20,000 to your cause
over 5 years
Attended 2 of your special
events last year
Referred 10 friends
to your cause
Participatedin “Help the
Cause” campaign
Donated $50 to
your email campaign
Volunteered at 5K run event
2 years ago
Signs and forwards 75% of
your petitions
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THE SUPPORTER SHIFT
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prefer emailprefer another channel
69%
Source: The Cygnus Donor Survey 2011
DONORS’ PREFERRED CHANNEL (TO RECEIVE INFORMATION FROM YOU)
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% OF ADULTS WHO OWN EACH GADGET
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Source: Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710final
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SOCIAL MEDIA INFLUENCE
More than 50% of the world’s population is under 30 and
have never experienced life without the Internet.
Average Facebook user has 130 friends
700 billion: number of minutes spent on Facebook per month
Average Twitter account has 70 followers
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DON’T CONFUSE COMMUNICATION CHANNEL WITH GIVING CHANNEL
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direct mailother offlineemail
PREFERRED GIVING CHANNEL
79%
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report
Communication Preferences
Giving Preferences
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Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#
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Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#
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Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#
13Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#
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• Online giving experienced growth for most organizations of all sizes
OVERALL ONLINE GIVING TRENDS – BY ORG SIZE
Source: Blackbaud 2011 Online Giving Reporthttps://www.blackbaud.com/onlinefundraising
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OVERALL ONLINE GIVING TRENDS – BY VERTICAL
• International Affairs organizations had a significant drop in online giving• Higher Education institutions are shown in the report for the first time
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OVERALL ONLINE GIVING TRENDS
• 35% of online giving happens in the final three months of the year• 20% happens in December
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OVERALL ONLINE GIVING TRENDS
• Healthcare organizations have more distributed online giving• Higher Education has a fiscal year and calendar year bump in online giving
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DID YOU KNOW…
• 87% of nonprofits had at least one online gift of $1,000 or more• The median online gift of $1,000 or more was $1,200• Largest online gift in 2010 was $100,000. In 2011.. $260,000
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ONLINE GIVING BENCHMARKING – BY ORG SIZE
• 6.3% of total fundraising now comes from online giving• Drop from 2010 because of less disaster relief online giving in 2011
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ONLINE GIVING BENCHMARKING – BY VERTICAL
• Healthcare organizations raise the largest percentage from online• Education institutions lag the rest of the nonprofit sector
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MAKE IT EASY AND FULFILLING FOR NEW DONORS TO GIVE ONLINE
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PEER-TO-PEER FUNDRAISING
Source: Blackbaud Social Giving Infographichttp://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm#
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PROVIDE MULTIPLE CHANNELS FOR HIGHEST LIFETIME VALUE
27Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#
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WHAT DOES MULTICHANNEL LOOK LIKE?
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• Online appeals offline donors
• Mail appeals online donors and prospects
• Everyone with an email address gets:Action alertsEvent invitationsMonthly e-newsletterOther informational updates and cultivation messages
WHAT DOES MULTICHANNEL LOOK LIKE?
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WHAT ARE WE DOING?
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• Direct mail bulletins• Monthly e-newsletters• Shared information via Facebook and Twitter, driving traffic back to the main website
• Updated content on the main website frequently with stats, videos, blogs
WHAT DOES MULTICHANNEL LOOK LIKE?
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• Almost 15% of HOPE worldwide’s new online donors made a second gift in 2010
• Donor value increases each year a donor remains loyal
New Online Donor
Reactivated 2 Years 3/4 Years 5+ Years$0
$50
$100
$150
$200
Average value of online donor for each year on file
Source: Internet Giving Collaborative Benchmark Report donorCentrics™
THE IMPACT OF MULTICHANNEL ON DONOR RETENTION
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• Coordinated asks across multiple channels• Easy ways to give via direct mail or online, with check, credit card, or EFT
• Updated content on the main website frequently with stats, videos, blogs
• Ads and messaging give donors the sense of inclusion, recognition, and insider access
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CURRENT STATE OF FUNDRAISING - DISCONNECTED CONSTITUENT EXPERIENCES
Donated $20,000 to your cause
over 5 years
Attended 2 of your special
events last year
Referred 10 friends
to your cause
Participatedin “Help the
Cause” campaign
Donated $50 to
your email campaign
Volunteered at 5K run event
2 years ago
Signs and forwards 75% of
your petitions
40
THE SUPPORTER JOURNEY | A UNIFIED VIEW
Donated $20K to your cause over 5
years
Attended 2 of your special events last
year
Referred 10 friends to
your cause
Participatedin “Help the
Cause” campaign
Donated $50 to your
email campaign
Volunteered at 5K run event
2 years ago
Connecting experiences provides a unified view
Signs and forwards your
petitions
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We must redefine how we engage supporters
SUCCEEDING THROUGH THE SUPPORTER SHIFT
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We must redefine how we engage supporters
We must connect supporters with one another and with us
SUCCEEDING THROUGH THE SUPPORTER SHIFT
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We must redefine how we engage supporters
We must connect supporters with one another and with us
We must focus on what makes the supporter care about us first
SUCCEEDING THROUGH THE SUPPORTER SHIFT
44
We are redefining how we engage supporters
We are connecting supporters with one another and with us
We must focus on what makes the supporter care about us first
We must leverage fundraising as an integral part of engagement
SUCCEEDING THROUGH THE SUPPORTER SHIFT
45
We must redefine how we engage supporters
We must connect supporters with one another and with us
We must focus on what makes the supporter care about us first
We must leverage fundraising as an integral part of engagement
We must embrace that communication is many-way
SUCCEEDING THROUGH THE SUPPORTER SHIFT
46
We are redefining how we engage supporters
We must connect supporters with one another and with us
We must focus on what makes the supporter care about us first
We must leverage fundraising as an integral part of engagement
We must embrace that communication is many-way
SUCCEEDING THROUGH THE SUPPORTER SHIFT
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We are redefining how we engage supporters
We must connect supporters with one another and with us
We must focus on what makes the supporter care about us first
We must leverage fundraising as an integral part of engagement
We must embrace that communication is many-way
We must identify tools and processes that make it look easy to the outside
SUCCEEDING THROUGH THE SUPPORTER SHIFT
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Segment and Target
Segment and Target
Engage and cultivate
Engage and cultivate
Appreciate and Retain
Appreciate and Retain
Analyze and Identify
Analyze and Identify
Measure and Manage
Measure and Manage
Analytics
Analytics
Segmentation and Modeling Services
Segmentation and Modeling Services
Multi-channel Marketing
Multi-channel Marketing
Constituent Management
Constituent Management
Supporter Management
Supporter Management
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1. IDENTIFY YOUR BEST PROSPECTS
Analyze and Identify
Analyze and Identify
Analytics
Analytics
• Wealth Screening
• Likelihood to Give
• Research and Analytics
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2. TARGET THOSE MOST LIKELY TO GIVESegment and
Target
Segment and Target
Segmentation and Modeling Services
Segmentation and Modeling Services
• Data Accuracy
• Custom Modeling
• Segmentation Services
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Engage and cultivate
Engage and cultivate
Multi-channel Marketing
Multi-channel Marketing
Direct Response TV
Events
Telephone
Face to Face
Direct Mail
Web
Online Giving
Peer to Peer
Online Community
Advocacy
Social
Mobile
• Major and Planned Giving
On-line and Off-line
• Peer to Peer and FAF
3. REACH THEM ON THEIR TERMS
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4. RETAIN FROM ENGAGEMENT TO GIVING AND BEYOND
Appreciate and Retain
Appreciate and Retain
Constituent Management
Constituent Management
• True Constituent Management
• Supporter Stewardship
• Personalized Communications
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• Peer to Peer Benchmarking
• Program and Mission Delivery
• Financial Management
Measure and Manage
Measure and Manage
Supporter Management
Supporter Management
5. COMMUNICATE IMPACT
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QUESTIONS
