Online Metrics and Benchmarks

Steve MacLaughlin - Director, Internet Solutions

Blog: www.blackbaud.com/connections

Twitter: smaclaughlin

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© 2010 Blackbaud

About Me

Director - Internet SolutionsBlackbaud, Inc.

14+ years of Internet experience

Frequent speaker at nonprofit conferences and events

Serves on the Board of Directors of NTEN

Editor and contributing author of the book Internet Management for Nonprofits

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© 2010 Blackbaud

Read my blog at: www.blackbaud.com/connections

Follow me on Twitter: smaclaughlin

The Agenda

Online Giving Universe

Online / Offline Giving Trends

Online Fundraising Growth

Online Giving Benchmarks

Major Giving Trends

Other Fun and Exciting Trends

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There is math in this presentation

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Sample Size

– Refers to the number of participants or items in a study

– Ex: N = 2,207 n = 1,454

Average

– Refers to a single number that is meant to typify a list of numbers.

– Ex: 65, 61, 58, 58, 55, 55, 55, 50, 50, 35 | Average = 54.20

Median

– Refers to the middle number separating the higher half of a sample from the lower half.

– Ex: 200, 150, 150, 125, 110, 110, 100 | Median = 125

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5% of all US giving is from online channels

30% of online giving happens in December

33% of online donors switch to become offline donors

$144.72 was the average online gift in 2009

Did you know?

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Counting Measuring Benchmarking

Three Very Different Things

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Online Giving Universe

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Mission Fish

Donor Focus Organization Focus

Inte

rnal

Web

site

Ext

erna

l Web

site

Network for Good

Visa Giving

Gateway

Friends Asking Friends

Gift Catalogs

Donor Portal

Employee Giving Portal

Donation Widgets

Facebook Causes Nonprofit

Central

Donation Forms

Campaign Micro Sites

Membership Forms

Event Forms

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Online / Offline Giving Trends

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24 large direct marketing organizations.

Aggregate of 9.5 million donors, $750 million in revenue.

Gifts above $5,000 were excluded.

2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis

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Online donors are younger than traditional donors

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Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics

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Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics

Online donors have higher incomes than offline donors

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Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics

The Internet is a significant source of new donors

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Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics

Online donors switch channels. Offline donors do not.

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Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics

Online donors are not as loyal as offline donors

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Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis, Target Analytics

Multichannel donors are more valuable donors

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Mobile is Multichannel

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CRM Person to Person

Events

Telephone

Face to Face

Direct Mail

Web Email Online

Giving

Peer to Peer

Online Community

Advocacy

Social

Mobile

Multichannel Giving is Hot

donorCentrics Internet Giving Benchmarking group meeting held by Target Analytics. 14 large nonprofit organizations with online and offline data analyzed

Median revenue per donor for multichannel supporters was $339 compared to $88 for offline and $170 for online

13% of multichannel donors are new and 28% have given in 5+ years

First year retention for multichannel donors was 51% compared to 30% for offline donors and 22% for online donors. Multi-year multichannel donors are retained 75% versus 59% for offline and 52% for online

The reactivation rate for multichannel donors was 16% compared to just 7% for both online and offline donors

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Online Fundraising Growth

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Source: http://mashable.com/2010/09/18/social-good-infographic/

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© 2010 BlackbaudSource: Blackbaud Index of Charitable Giving, www.blackbaud.com/blackbaudindex

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© 2010 BlackbaudSource: Blackbaud Index of Online Giving, www.blackbaud.com/blackbaudindex

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Blackbaud analyzed data from ~2,300 nonprofits

This represents the largest and most comprehensive study ever done in the nonprofit sector

Online recurring gifts and pledges were excluded as well as outlier gifts and growth rates

2009 Online Giving Trends

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Source: Blackbaud

© 2010 Blackbaud

Online revenue grew 46% in 2009

December online revenue grew 32% in 2009

May online revenue grew 66% in 2009

2009 Online Giving Trends

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Source: Blackbaud

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30% of online revenue was processed in December

46% of online revenue was processed in the last three months of the year

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

2009 Online Giving Trends

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Source: Blackbaud

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Online Giving Benchmarks

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You, Me, and the Bear

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Blackbaud analyzed ~1,700 nonprofits with YOY data

65% of nonprofits had positive YOY growth

The median YOY growth rate was 21%

Year Over Year Growth

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Source: Blackbaud

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Year Over Year Growth

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Source: Blackbaud

Amount Raised Online YOY Growth Rate

$1,000,000 + 35%

$500,000 - $999,999 19%

$100,000 - $499,999 28%

$50,000 - $99,000 13%

$10,000 - $49,999 3%

All Organizations 21%

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2009 Average Gift Trends

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Source: Blackbaud

Business / Corporations $194.05Cultural $112.47

Family / Human Services $154.13Foundations $209.53Healthcare $95.21Hospitals $120.16

Higher Education $204.05Independent Schools $371.62

Other $110.04Recreational / Social $134.31

Religious $196.44All Organizations $144.72

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Online Major Gift Trends

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Source: Blackbaud

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77% of nonprofits had at least one gift ≥$1000

Largest online gift was $60,000

Median online major gift was $3,500

2009 Online Major Giving

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Source: Blackbaud

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2009 Online Major Giving

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Source: Blackbaud

36%$1,001 - $4,999

20%$5,000

18%$5,001 - $10,000

9%

$10,001 - $60,000

17%$1,000

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Fundraising Email Trends

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Source: 2010 eNonprofit Benchmark Study

Year Open RateClick-Through

RateResponse

Rate

2009 12.82% 0.78% 0.23%

2008 14.0% 0.6% 0.12%

2007 14.8% 1.1% 0.13%

2006 17.3% 1.2% 0.17%

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© 2010 BlackbaudSource: 2010 eNonprofit Benchmark Study

Event Fundraising Trends

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16% of event fundraisers send emails

57% click-through rate on event fundraiser emails

25% of event fundraiser emails results in a transaction

Online participants raise 6x offline participants

Event Fundraising Trends

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Source: Blackbaud

© 2010 Blackbaud

Independent Fundraising Event Benchmarks

Benchmark

Independent Fundraising Event BenchmarksEstimated Value

Event Cost Per Dollar Raised

Average Online Gift Size

Number of Online Gifts Per Participant

Online Amount Raised Per Participant

$0.10 to $0.15 per dollar raised

$92.82

6.6 gifts per participant

$611.66

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Source: Blackbaud, Event 360

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What should you be raising?

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Where do you fit in?

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Percentage of Fundraising from Online

Large ($10m+) 5.1%

Medium ($1m - $10m) 7.0%

Small (Under $1m) 7.3%

Source: Blackbaud Index of Online Giving, www.blackbaud.com/blackbaudindex

Internet Management

for Nonprofits

27 nonprofit experts

AFP Fund Development Series

Makes a great gift

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Thank You

Steve MacLaughlinDirector, Internet Solutionssteve.maclaughlin@blackbaud.com

Twitter: smaclaughlin

Blog: www.blackbaud.com/connections

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