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Blackbaud Internet Solutions Presents:
Optimizing Your Website for Significant Giving
May 20, 2010
THIS MATERIAL IS STRICTLY CONFIDENTIAL.
The information contained in this document, and any attachments thereto, is owned by Blackbaud and is strictly confidential. Unauthorized use, disclosure, or copying of such information is strictly prohibited. If the reader of this document is not the intended recipient, please notify Blackbaud immediately by calling (800) 443-9441 and destroy all copies of this document and any attachments.
© 2008 Blackbaud
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ABOUT BLACKBAUD INTERNET SOLUTIONS
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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
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200+ experienced consultants, designers, developers and project specialists.
� Blackbaud Internet Solutions provides end-to-end services including strategy, design, development, training and management.
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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 ]
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+ 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 ]
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ONLINE GIVING TRENDS: SIGNIFICANT GIFTS BECOMING VIABLE
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2008 Total Fundraising (US)
$292.23 Billion Offline
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$15.42 Billion Online
Source: Giving USA / Blackbaud
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US Fundraising Trends
$200,000,000,000
$250,000,000,000
$300,000,000,000
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$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
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8,000,000,000
10,000,000,000
12,000,000,000
14,000,000,000
16,000,000,000
US Online Fundraising Trends
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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
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39 Month Online Giving Trend
HaitiHaiti
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Source: Blackbaud
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�30% of online revenue processed in December
�46% of online revenue was processed Oct - Dec
2009 Online Giving Trends
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�46% of online revenue was processed Oct - Dec
�Online transaction volume grew 74% YOY in the first three months of the year
Source: Blackbaud
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�65% of nonprofits grew revenue YOY
�Median online revenue YOY growth = 21%
2009 Year Over Year Online Giving Trends
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�Median online revenue YOY growth = 21%
�Organizations raising > $1M grew 35% YOY
Source: Blackbaud
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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%
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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%
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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
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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
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�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
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�Median $1,000+ online gift = $3,500
�Median $1,000+ online gift = $2,500 in 2008
Source: Blackbaud
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2009 Online Signicant Giving Trends
2009 Long Tail of Significant Online Gifts
$50,000.00
$60,000.00
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Source: Blackbaud
$-
$10,000.00
$20,000.00
$30,000.00
$40,000.00
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2009 Distribution of Online Gifts of at Least $1,000n = 1,798
$10,001-$60,000
9%
$1,000
17%
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Source: Blackbaud
$5,001 - $10,000
18%
$5,000
20%
$1,001 - $4,999
36%
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OPTIMIZING YOUR WEB PRESENCE FOR SIGNIFICANT GIVING
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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
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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.
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For a website to be a viable channel for significant gifts, a few critical elements are required.
The site must provide stewardship1
2
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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
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DIGITAL STEWARDSHIP
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Digital Stewardship
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Digital Stewardship
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Digital Stewardship
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Digital Stewardship
Part of a Welcome
Package Series
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Digital Stewardship
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Digital Stewardship
Dedicated landing
page increases donor
confidence & conversion
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Digital Stewardship
Part of a Welcome
Package Series
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Digital Stewardship
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Gift acknowledgement
compliments newsletter
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BUILD INSTITUTIONAL KNOWLEDGE
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Build Institutional Knowledge
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Build Institutional Knowledge
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Build Institutional Knowledge
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Build Institutional Knowledge
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Build Institutional Knowledge
Welcome series for recent
acqusitions
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Build Institutional Knowledge
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From the Raiser’s Edge record,
email conversion metrics
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Build Institutional Knowledge
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From the Raiser’s Edge record,
web traffic data
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LEVERAGE INSTITUTIONAL KNOWLEDGE
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Treat web visitors like we know them
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Treat web visitors like we know them
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Treat web visitors like we know them
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Treat web visitors like we know them
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Treat web visitors like we know them
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Treat web visitors like we know them
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Treat web visitors like we know them
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Treat web visitors like we know them
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Treat web visitors like we know them
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Treat web visitors like we know them
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An email example of conditional content based
on data in The Raiser’s Edge record
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Treat web visitors like we know them
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
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$
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MONITOR & RESPOND TO CONVERSION RATES
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Monitor & respond to conversion rates
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Invest in Jewish Future
Invest
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Monitor & respond to conversion rates
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Monitor & respond to conversion rates
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
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� Test message/content sample size can be based on exact quantities or percentage of list
� Winning message/content promoted for rest of list
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QUESTIONS?Significant Gifts Online
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Action taken by supporters after visiting a Website
���������������� ������������������������������ �����������������������������������������������������
���39%
37% 37%
23%20%
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Source: The Kellogg FoundationOnline ActivityOffline Activity
15%
9%
DonatedOffline
PetitionOnline
ReferredFriend
PetitionOffline
DonatedOnline
VolunteerOffline
VolunteerOnline
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