How Do You Measure Up? Current Shifts and Tips in Online Marketing and Fundraising

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Presented by:

Dennis McCarthy, BlackbaudElizabeth Nielsen, Feeding AmericaAshley Hansen, Care2

Current Shifts and Tips

in Online Marketing &

Fundraising

Watch the full presentation here: http://hub.am/17FKU9o

http://hub.am/17FKU9o







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Citizens use Care2 for:

Starting or signing petitions

Spreading news

Commenting on blogs

Donating $

Joining nonprofits

Nonprofits use Care2 for:

Recruiting Donors & Supporters

Traffic/Branding/Awareness

Advocacy

Building Facebook fan base









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presenters:

Dennis McCarthy

@blackbaud

Liz Nielsen

@feedingamerica

Ashley Hansen

@luvthemtns

@care2team









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2012 Benchmarking Report: Framework

Methodology

Covers 17 self reported

NTEE verticals plus Canada,

Teams, and National Non

Profits.

What’s new: email tiers,

revenue tiers, and the years

your organization has been

engaged on line.

Requirements: Must be on

the Luminate platform for

three years to minimize

distortion.Report started by Vinay Bhagat,

founder of Convio

7th

Edition





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2012 Benchmarking Report: Framework

MethodologyKey

Factoids

~500Nonprofits

& affiliates

16.8MDonations

4.2 BEmails

sent

$1.12 BIn

revenue





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2012 Key Findings: Email & Traffic

Despite double

digit decline in

website traffic

and minimal

change in

website

conversion rates,

email files grew

Orgs with smaller

file sizes

correlate to

higher rates of

growth

12.5%

52,044

61,306

79,55766,156

2011 2012

+ 12.5%

- 14 %

Email

file size

Web traffic





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Email opens sees

minimal change

from previous

year, but double

digit decline in

CTRs. Response

rates for appeals

also declined

Declining

response rates

illustrate a

saturated

channel with

undifferentiated

messaging and

campaigns

18.7%.

2012 Key Findings: Email Performance

0.67%

0.50%

0.84%

0.70%

2011 2012

-16% Appeals Click

Through Rate

-18.7% Appeals

Response Rate





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Email Performance Metric: Opens

What can organizations do to mitigate flat or declining open rates?

Trend: Appeals

(14.72%) & eNews

(15.21%)

communication see

minimal growth.

Vertical: The high

performing verticals for

appeals were Hospital

Foundation and Higher

Ed. For

eNews, Hospital

Foundation and Team

Event.

Email: All but the two

largest email tiers see

positive email growth





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What can organizations do to mitigate flat or declining click-thru rates?

Trend: Appeals (.7%) &

eNews (1.95%) see

decline of 16% and

11.91%, respectively.

Vertical: All verticals

except Hospital

Foundation and Higher

Ed see negative growth

for appeals. All verticals

except Team Event see

negative growth for

eNews.

Email: All tiers except

125,000-199,000 see

positive email growth

for appeals. All tiers

except 750,00-999,999

see negative growth for

eNews.

Email Performance Metric: Clicks









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Email Performance Metrics: Response

What can organizations do to mitigate flat or declining response rates?

Trend: The median

response rate is

.5%, an 18.7% decline.

Vertical: Only Hospitals

had an increase in

response rate of 3.96%.

Email: Across all

tiers, there were

declines except for the

750,000-999,000 tier

where there was a 21%

increase in email

response rates.





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Fundraising

continues double

digit growth as

sustainers and

repeat donors

grew 27% and

20%, respectively

.

Average median

gift $89

2012 Key Findings: Fundraising

20%

27%

11.6%

Repeat Donors

Sustainers Total Fundraising









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First Time Gifts

How much emphasis does Feeding America put on online as a new donor acquisition channel?

Trend: The funds

raised from first

time gifts see a

modest 3%

growth, but the %

of total revenue

declined 9%.

Vertical: Higher

Ed

(29%), Hospital

Foundation

(18%), and

Hospitals (22%)

see greatest

growth.

Email: Lower and

upper email tiers

see strongest

growth in first time

revenue while

middle email tiers

struggled the

most.

Revenue:

Organizations with

revenue <$99k

and >$3m see

negative growth in

first time

revenue, all other

positive





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Repeat Donations

How does your communication strategy differ

between first time donors and repeat donors?

Trend: Repeat

fundraising

revenue sees

20% growth;

repeat % of

total revenue

also grew 9%.

Vertical: Visitation

(54%), Higher Ed

(40%), Environment &

Wildlife (30%) saw the

greatest growth. All

verticals see repeat %

of total revenue growth.

Email: 500,000-

749,999 see

greatest growth, but

overall smaller email

tiers outperformed

the larger tiers for

repeat fundraising

revenue growth.

Revenue: All

organizations

see positive

growth, but

organizations

with revenue

>$100K see the

greatest growth.









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Recurring Donors (i.e. Sustainers)

Trend: The median

online revenue from

recurring gifts of

$30,052, a 27%

increase. Recurring

giving represents

8% of online

revenue.

Vertical: Verticals

with standout

performances:

Association &

Membership, Higher

Education, Jewish, a

nd Performing Arts.

Email:

Organizations

with email files

>200k see the

greatest

increase, upwards

of 48%.

Revenue:

Growth %

correlates to

larger revenue

bands, $2-2.9m

see 52% growth.

How does Feeding America approach sustainers? What

was your process in building a sustainer programs?





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How is Feeding America using online advocacy to recruit new

constituents or and keep constituents engaged? Are there strategies

to convert advocates to donors and vice versa?

Trend: Though

number of advocates increase 8.7%, the % of advocates on file decreased 1%.

Advocates who donate see a 12%

growth.

Vertical: Jewish

organizations see a

29.2% increase of

advocates who donate

followed by

Environment & Wildlife

and Higher Ed (22.2%

and

21.2%, respectively).

Email: Highest email

tiers see strongest % of

advocates who

donate, upwards of

38%.

Advocacy









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The number of

advocates

grew, but not at rate

of total housefile

growth. All verticals

saw positive growth

in number of

advocates who give

Total

Advocates grew

by 8.7% while

Advocates who

donate grew by

12%

2012 Key Findings: Advocates and

Advocates who Donate

9183 9586

351 421

2011 2012Total Advocates Advocates who donate





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Free copy of the full report and upcoming webinars

www.blackbaud.com/benchmark

Additional Resources


http://www.blackbaud.com/benchmark




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thank you! questions? contact us!

Dennis McCarthy

[email protected]

@blackbaud

Liz Nielsen

[email protected]

@feedingamerica

Ashley Hansen

[email protected]

@luvthemtns



