Significant gifts online

Blackbaud Internet Solutions Presents:

Optimizing Your Website for Significant Giving

May 20, 2010

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© 2008 Blackbaud

Page #2 © 2008 Blackbaud

ABOUT BLACKBAUD INTERNET SOLUTIONS

Blackbaud Internet Solutions

� Blackbaud Internet Solutions is the Internet strategy and services group at Blackbaud.

� Blackbaud Internet Solutions is made up of a team of 200+ experienced consultants, designers, developers and


200+ experienced consultants, designers, developers and project specialists.

� Blackbaud Internet Solutions provides end-to-end services including strategy, design, development, training and management.

Blackbaud Internet Solutions

+ Strategy

+ Design

[ � Internet Strategy� Email Strategy� Internet Audit

� Advocacy Strategy� A-Thon Strategy� Fundraising Strategy ]

[� Online Branding � Site Design� Site Redesign

� Email Design� Micro-Site Design� Media Design ]


+ Development

+ Training

+ Management

[� Site Development � Content Creation� Content Migration

� Integration� Customization� System Migration ]

[� Onsite Training � Remote Training� Classroom Training

� Train-the-Trainer� Upgrade Training� eLearning Library ]

[ � Site Management � Metrics Monitoring

� Consulting Support� Design Support ]


ONLINE GIVING TRENDS: SIGNIFICANT GIFTS BECOMING VIABLE

2008 Total Fundraising (US)

$292.23 Billion Offline


$15.42 Billion Online

Source: Giving USA / Blackbaud

US Fundraising Trends

$200,000,000,000

$250,000,000,000

$300,000,000,000


$0

$50,000,000,000

$100,000,000,000

$150,000,000,000

2001 2002 2003 2004 2005 2006 2007 2008

$246B $245B $243B $245B $283B $295B $314B $307B

Source: Giving USA

8,000,000,000

10,000,000,000

12,000,000,000

14,000,000,000

16,000,000,000

US Online Fundraising Trends


0

2,000,000,000

4,000,000,000

6,000,000,000

8,000,000,000

120% Growth

100% Growth

73% Growth

38% Growth

72% Growth

53% Growth

56% Growth

2001 2002 2003 2004 2005 2006 2007 2008

$550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B44%

Growth

Source: ePhilanthropy Foundation, Blackbaud

39 Month Online Giving Trend

HaitiHaiti


Source: Blackbaud

�30% of online revenue processed in December

�46% of online revenue was processed Oct - Dec

2009 Online Giving Trends


�46% of online revenue was processed Oct - Dec

�Online transaction volume grew 74% YOY in the first three months of the year

Source: Blackbaud

�65% of nonprofits grew revenue YOY

�Median online revenue YOY growth = 21%

2009 Year Over Year Online Giving Trends


�Median online revenue YOY growth = 21%

�Organizations raising > $1M grew 35% YOY

Source: Blackbaud

2009 Year Over Year Online Giving Trends

Year Over Year Growth RatesAmount Raised Online by Organization YOY Growth Rate

$1,000,000 + 35%$500,000 – $999,999 19%


Source: Blackbaud

$500,000 – $999,999 19%$100,000 – $499,999 28%

$50,000 – $99,999 13%$10,000 – $49,999 3%All Organizations 21%

2009 Online Average Gift Trends

Average Gift Amounts by SectorAll Sectors $144.72

Business / Corporations $194.05Cultural $112.47

Family / Human Services $154.13Foundations $209.53


Source: Blackbaud

Foundations $209.53Healthcare $95.21

Hospitals $120.16Higher Education $204.05

Independent Schools $371.62Other $110.04

Recreational / Social $134.31Religious $196.44


�77% of nonprofits: at least one gift of $1,000

�36% of $1,000+ online gifts were $1,001 - $4,999

2009 Online Significant Giving Trends


�Median $1,000+ online gift = $3,500

�Median $1,000+ online gift = $2,500 in 2008

Source: Blackbaud

2009 Online Signicant Giving Trends

2009 Long Tail of Significant Online Gifts

$50,000.00

$60,000.00


Source: Blackbaud

$-

$10,000.00

$20,000.00

$30,000.00

$40,000.00

2009 Distribution of Online Gifts of at Least $1,000n = 1,798

$10,001-$60,000

9%

$1,000

17%


Source: Blackbaud

$5,001 - $10,000

18%

$5,000

20%

$1,001 - $4,999

36%




OPTIMIZING YOUR WEB PRESENCE FOR SIGNIFICANT GIVING

Preface

The concept of using your website to help facilitate significant gifts is not all together different than the traditional face to face approach.

We aren’t suggesting that major gifts will be transacted online, but that the


We aren’t suggesting that major gifts will be transacted online, but that the web is simply one more communication channel that can help establish credibility, trust and enhance relationships.

In the same vein, your website can also make a potential donor skeptical and work against your relationship building efforts.

For a website to be a viable channel for significant gifts, a few critical elements are required.

The site must provide stewardship1

2


The site must help to build institutional knowledge

The site must be able to leverage institutional knowledge (recognize our supporters and treat them appropriately)

The site must monitor & respond to the conversion rates of it’s content and emails

2

3

4


DIGITAL STEWARDSHIP

Digital Stewardship


Digital Stewardship


Digital Stewardship


Digital Stewardship

Part of a Welcome

Package Series


Digital Stewardship


Digital Stewardship

Dedicated landing

page increases donor

confidence & conversion


Digital Stewardship

Part of a Welcome

Package Series


Digital Stewardship


Gift acknowledgement

compliments newsletter


BUILD INSTITUTIONAL KNOWLEDGE

Build Institutional Knowledge









Welcome series for recent

acqusitions




From the Raiser’s Edge record,

email conversion metrics



From the Raiser’s Edge record,

web traffic data


LEVERAGE INSTITUTIONAL KNOWLEDGE

Treat web visitors like we know them




















An email example of conditional content based

on data in The Raiser’s Edge record


Constituents Age >55

In The Raiser’s Edge, we can create highly refined segments.

As an example, we can easily query for:

Consecutive Giving >4 years

Visits to Estate Planning Page >2


$


MONITOR & RESPOND TO CONVERSION RATES

Monitor & respond to conversion rates


Invest in Jewish Future

Invest




Email & Web Content Split Testing� N number of test messages &

content for each list allow testing of content, subject line, scheduled time of departure, from name, and from email address


� Test message/content sample size can be based on exact quantities or percentage of list

� Winning message/content promoted for rest of list


QUESTIONS?Significant Gifts Online

Action taken by supporters after visiting a Website

��

��39%

37% 37%

23%20%


Source: The Kellogg FoundationOnline ActivityOffline Activity

15%

9%

DonatedOffline

PetitionOnline

ReferredFriend

PetitionOffline

DonatedOnline

VolunteerOffline

VolunteerOnline
