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GIVING TRENDS

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GIVING TRENDS

Presented by Dawn Hollowell,Sr. Product Marketing Manager

@hollowelld

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to listen to the audio through your computer and wish to dial into the conference line, please use the information below:

• Teleconference information-------------------------------------------------------Call-in toll-free number: 1-866-410-6539 (US & Canada)Call-in number: 1-660-422-5471 (US & Canada)Conference Code: 597 987 4688

-THE SUPPORTER SHIFT

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THE SUPPORTER SHIFT

prefer email

DONORS’ PREFERRED CHANNEL

(TO RECEIVE INFORMATION FROM YOU)

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prefer email

prefer another channel

Source: The Cygnus Donor Survey 2011

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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

Average Facebook user has 130 friends

18-24 was the fastest growing demographic at 74%

35+ represents 30% of total users

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More than 50% of the world’s population is under 30 and

have never experienced life without the Internet.

Average Twitter account has 70 followers

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DON’T CONFUSE COMMUNICATION

CHANNEL WITH GIVING CHANNEL

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CHANNEL WITH GIVING CHANNEL

PREFERRED GIVING CHANNELCommunication

Preferences

GivingPreferences

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direct mail

other offline

email

Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report

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Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#

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13Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#

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OVERALL ONLINE GIVING TRENDS – BY ORG SIZE

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• Online giving experienced growth for most organizations of all sizes

Source: Blackbaud 2011 Online Giving Reporthttps://www.blackbaud.com/onlinefundraising

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OVERALL ONLINE GIVING TRENDS – BY SECTOR

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• Education organizations had the biggest year-over-year growth in online fundraising.

• Online giving to the Education sector is up 40% since 2009.

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OVERALL ONLINE GIVING TRENDS – BY MONTH

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• Education has a fiscal year and calendar year bump in online giving

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DID YOU KNOW…

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• 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

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• 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

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• Education institutions lag the rest of the nonprofit sector, however, it is an increase from previous years

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MAKE IT EASY AND FULFILLING FOR

NEW DONORS TO GIVE ONLINE

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NEW DONORS TO GIVE ONLINE

蒰Ҙ

• The average American spent 32 hours per month on the Internet in 2010.

• Persons ages 45-54 set the high bar averaging more than 39 hours online each month.

SoC

TIME SPENT ONLINE

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SoC

• Get them to your site and make it easy to give!

Җ

PROVIDE MULTIPLE CHANNELS FOR

HIGHEST LIFETIME VALUE

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HIGHEST LIFETIME VALUE

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23Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#

Җ

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㙐ґ

WHAT DOES MULTICHANNEL LOOK LIKE?

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롰Ҙ

• Donor value increases each year a donor remains loyal

$100

$150

$200

THE IMPACT OF MULTICHANNEL ON DONOR

RETENTION

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$0

$50

$100

New Online Donor

Reactivated 2 Years 3/4 Years 5+ Years

Average value of online donor for each year on file

Source: Internet Giving Collaborative Benchmark Report donorCentrics™

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CURRENT STATE OF FUNDRAISING -

DISCONNECTED CONSTITUENT EXPERIENCES

Donated Donated to to your your

capital capital campaigncampaign

Attended 2 Attended 2 of your of your special special

ParticipatedParticipatedin in Annual FundAnnual Fund

Donated Donated to to PTA or PTA or

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special special events last events last

yearyearReferred Referred families to families to

your your schoolschool

PTA or PTA or student student

fundraiserfundraiser

Volunteered Volunteered at a school eventat a school event

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THE SUPPORTER JOURNEY | A UNIFIED VIEW

Donated Donated to to capital capital

campaigncampaign Donated Donated to to PTA or PTA or Student Student

FundraiserFundraiser

Volunteered Volunteered at a school eventat a school event

Connecting experiences provides a unified

view

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Attended 2 of Attended 2 of your special your special events last events last

yearyear

Referred Referred families to families to

your schoolyour school

ParticipatedParticipatedin in Annual FundAnnual Fund

ᢀҙ

We must redefine how we engage supporters

SUCCEEDING THROUGH THE SUPPORTER

SHIFT

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례ҕ


We must connect supporters with one another and with us


SHIFT

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례ҕ



We must focus on what makes the supporter care about us first


SHIFT

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燠Җ

We are redefining how we engage supporters

We are connecting supporters with one another and with us



SHIFT

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We must leverage fundraising as an integral part of engagement

쉠ҕ





SHIFT

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We must embrace that communication is many-way

쉠ҕ

We are redefining how we engage supporters




SHIFT

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We must embrace that communication is many-way

We must identify tools and processes that make it look easy to the outside

쉠ҕ

1. IDENTIFY YOUR BEST PROSPECTS

Analyze and Identify

•• Wealth ScreeningWealth Screening

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Analytics

•• Likelihood to GiveLikelihood to Give

•• Research and AnalyticsResearch and Analytics

쉠ҕ

2. TARGET THOSE MOST LIKELY TO GIVE

Segment and Target

•• Data AccuracyData Accuracy

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Segmentation and Modeling Services

•• Custom ModelingCustom Modeling

•• Segmentation ServicesSegmentation Services

쉠ҕ

Engage and cultivate

WebWeb

EmailEmail

Online GivingOnline Giving

Online CommunityOnline Community

SocialSocial

MobileMobile

•• Major and Planned Major and Planned GivingGiving

•• Online Online and and Offline GivingOffline Giving

3. REACH THEM ON THEIR TERMS

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Multi-channel Marketing

EventsEvents

TelephoneTelephone

Face to FaceFace to Face

Direct MailDirect Mail

Peer to PeerPeer to Peer

•• Online Online and and Offline GivingOffline Giving

•• Peer to Peer and Peer to Peer and Social SharingSocial Sharing

錐җ

4. RETAIN FROM ENROLLMENT TO

GRADUATION AND BEYONDAppreciate and

Retain

•• True Constituent ManagementTrue Constituent Management

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Constituent Management

•• Supporter StewardshipSupporter Stewardship

•• Personalized CommunicationsPersonalized Communications

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Segment and Target

Engage and cultivate

Appreciate and Retain

Analyze and Identify

Measure and Manage

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AnalyticsSegmentation and Modeling Services

Multi-channel Marketing

Constituent Management

Supporter Management

龀җ

NEW IDEAS FOR INCREASING

PARTICIPATION: PEER-TO-PEER

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PARTICIPATION: PEER-TO-PEER

FUNDRAISING

佀җ

PEER-TO-PEER FUNDRAISING

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Source: Blackbaud Social Giving Infographichttp://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm#

嘀җ

43http://www.blackbaud.com/bb/faf/essentials.aspx

峰җ

WHAT’S NEXT?http://bit.ly/2011OnlineGivinghttp://bit.ly/K12SchoolsOut

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Or, speak to a Blackbaud K12 Expert: 1-800-443-9441

- Fundraising: 6/14 – 29- Social Media: 7/2 – 13 - Online Tools & Web Design: 7/16 – 27- Accounting: 7/30 – 8/3 - Online Admissions & Re-Enrollment: 8/6 – 10 - School Administration & Management: 8/13 – 24

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