All You Need to Know About Online Fundraising

Online Fundraising Benchmarks & Metrics

View more presentations from Steve MacLaughlin.

• Trying to determine how your online fundraising program stacks up?
• Hoping to convince your boss that you REALLY NEED TO INVEST in online fundraising this year?
• Looking to brag a bit about the success of your online program?

Check out this great presentation by Steve MacClaughlin, Director of Internet Solutions at Blackbaud, above.  Steve provides the context for understanding how much money is being raised online, how online donors differ from offline donors and why you should dive in!

A few key takeaways:

• Online fundraising comprised about 5% of total giving ($15 billion) in 2009 but grows exponentially each year.  For example, in 2001 online giving was just $550K!
• Online donors are younger than traditional donors.  (Hint: If you want to reach younger donors - this includes Baby Boomers too - you need to be online.)
• 30% of online gifts happen in December.  Translation: You need to grow your list NOW to get ready for year-end fundraising.
• The average online gift (according to the Blackbaud study) was $144.72. 
• Multi-channel donors - those that give online and offline - give the highest gifts.
• The Internet is a significant source of NEW donors for nonprofits.  This is a particularly important finding, since acquisition through direct mail continues to decline rapidly.

Cheers!

Jocelyn