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A LOOK AT WHATâS TRENDING IN OVERALL & ONLINE
GIVINGâŚ
Overall giving in 2012 grew 1.7% on a
year over year basis..
Online giving grew 10.7% in 2012
compared to 2011.
Online giving also reached the yearâs high
in December â accounting for 22.4% of
2012âs online gifts.
Online giving was up in 2012 for all
size organizations ranging from
7.2% increase to 14.3% increase.
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WHY MULTI- CHANNEL IS A MUST!
Online growth continues to outpace offline
Retention is low and engagement isnât multichannel
A 10% change in retention can increase the life time value of a donor base up to 200%.
To grow revenue you need to be diversified
Online creates a pipeline of prospects, supporters and engagement
Understand their complete view/preferences to create the right mix
Donors want to be seen as partners and are increasingly looking for more
meaningful ways of expressing their support than just giving donations.
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Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate
THERE IS PROVEN VALUE IN INTEGRATED/MULTI-CHANNEL
ENGAGEMENT
Sources: Study entitled âIntegrating Online Marketing (eCRM) with Direct Mail Fundraisingâ by Convio and StrategicOne
Traditional defined as offline use. Internet Enabled defined as both offline and eCRM use.
34.4%
50.9%
Mail
+48%
Multi-Channel
$96
$187
Mail
+95%
Multi-
Channel
$314
$694
Mail
+121%
Multi-Channel
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APPROACH TO CONSTITUENT ENGAGEMENT
Keys to Effective Execution:
1. Build on every conversation
2. Create a fully integrated
constituent experience
3. Get the most from each
channel
4. Data-driven strategies for
treatment based on the
audience
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Fundraising for Blackbaud clients in 2012:
Email files grew 12.45%. All verticals saw
growth.
Fundraising continued double digit growth
as sustainers and repeat donors grew 27% and
20%, respectively. First time gifts grew 3%.20%
27%
11.6%
Repeat Donors
Sustainers
Total Fundraising
HOW ARE BLACKBAUD CLIENTS
DOING?
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AN OFFSEASON FUNDRAISING CAMPAIGN
Message #1:
Send 200 youths to
Yellowstone this
summer
Message #2:
We still have 115
youth who need your
support
Message #3:
Weâre able to send
178 youth â itâs not
too late to give
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About Project Bread
⢠Leading anti-hunger organization in Massachusetts, dedicated to alleviating,
preventing, and ultimately ending hunger in Massachusetts.
- Invest millions in community organizations that feed children where they live, learn
and play
The Challenge
⢠Increase awareness, maximize results of annual, one-day fundraiser
- The Walk for Hunger is the oldest continual pledge walk in the country
- Provides millions of dollars each year to more than 400 emergency food programs in
135 communities statewide
⢠Attract new participants to drive overall participation
⢠Increase total donations
- Every dollar raised helps feed more hungry people each day
CASE STUDY: PROJECT BREAD
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THE RESULTS
⢠Launched re-designed Web site
- Improved online experience through use
of conditional content, frequent updates
- Web traffic increased more than 50%
during walk season
⢠Drove walk participation
- Increased # of participants by 106%
Increased online donations by 200%
⢠Increased online donations
- # of online donations rose 161%
- Average gift rose from $37.83 to $42.44
⢠Significant overall online results
- Email open rates reached 51%
- Only one additional staff member
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SPECIAL EVENTS FUNDRAISING
Increased online donations
200% in two years;
Increased number of online
donations by 161% and
participants by 106%
One-third of a record-breaking
$3.3 million came online this
year
Gifts from 50 states and 20+
countries
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NOTABLE MENTION: SPECIAL EVENT FUNDRAISING
Raised a record $1.5 million
online, and $4 million in total
for the event
Online fundraising has
increased by 725% using
Luminate TeamRaiser
Use of Facebook and
YouTube helped reach new
audiences; use of Coaching
Emails helped to re-engage
past participants and donors
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INTERESTED? GET IN TOUCH:
Your Blackbaud Account Executive can set up a personalized
discussion of your situation.
Email us at solutions@blackbaud.com for a personal
demonstration today!