donor engagement study
DESCRIPTION
Clicking, Connecting, and Converting: Discovering Donor Value and the Importance of Being the Charity of Choice. Donor Engagement Study. 1,022 donors Gave at least $25 in the last 12 months & accept emails from nonprofits - PowerPoint PPT PresentationTRANSCRIPT
Clicking, Connecting, and Converting: Discovering Donor Value and the Importance of Being the Charity of Choice
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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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Key Finding: How many charities do they donate to in a year?
78% Give to more than one charity
1 22%
2 - 3 49%
4 - 6 17%
7+ 12%
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Key Finding: How is that $ divided?
Favorite67%
All others33%
Donations Donors gave
67% of their annual amount to their favorite charity.
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Do you have metrics in place to measure
the relationship with your donors?
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Key Finding: What is motivating them?
65% “Believe in the charity’s cause”
Want to help make change happen
30%
Have friends or family who support the cause
20%
Know someone who has received help from the cause
19%
The charity asked for their help
18%
Want to set good example 16%Want to connect with others 15%
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Do you run campaigns that are designed to
drive activities beyond donations?
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Key Finding: How are they being your champions?
Donors also spread the word and encourage activity for their “favorite” charity
Talk to friends and family
54%*
Encourage friends and family to donate
40%
Encourage friends and family to volunteer
30%
Forward an email 27% Forward an e-Newsletter
23%
Share, like, or comment on Facebook
22%
* Doing these things at least a few times a year
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Are you empowering your champions?
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Do you encourage your donors to share
their story?
Putting these findings to work
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Strive to be “the favorite”
• Take Stock - Benchmark
• Set Your Strategy
• Execute
• Measure Impact
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• Website
• Social Media
• Media Mix
• Activities
• Audiences
Take Stock / Benchmark
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Set Strategy
• Determine value
• Target potential
• Activities
• Calendar
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Measure Impact
• Conversion to Donors
• Retention
• Growth
• Segment Value
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• Go to your supporters
• Use appropriate channels
• Leverage networks
Utilize the right channel mix
An example of a great approach
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Revlon Run / Walk
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Social Media Page
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Share in Navigation and Multiple Platforms
Thank you! Blake Groves – Vice President , Charity [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/