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

#C2Webinar

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







#C2Webinar

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









#C2Webinar

presenters:

Dennis McCarthy

@blackbaud

Liz Nielsen

@feedingamerica

Ashley Hansen

@luvthemtns

@care2team









#C2Webinar

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





#C2Webinar

2012 Benchmarking Report: Framework

MethodologyKey

Factoids

~500Nonprofits

& affiliates

16.8MDonations

4.2 BEmails

sent

$1.12 BIn

revenue





#C2Webinar

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





#C2Webinar

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





#C2Webinar

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





#C2Webinar

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









#C2Webinar

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.





#C2Webinar

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









#C2Webinar

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





#C2Webinar

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.









#C2Webinar

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?





#C2Webinar

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









#C2Webinar

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





#C2Webinar

Free copy of the full report and upcoming webinars

www.blackbaud.com/benchmark

Additional Resources


http://www.blackbaud.com/benchmark




#C2Webinar

thank you! questions? contact us!

Dennis McCarthy

[email protected]

@blackbaud

Liz Nielsen

[email protected]

@feedingamerica

Ashley Hansen

[email protected]

@luvthemtns





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

Education

email traffic

email files

largest email tiers

positive email growth

email file sizeweb traffic

appeals response rate

higher rates of growth

declining response rates