Monday, June 6, 2011

Want to Improve Your Fundraising Results? Fire on ALL Cylinders!

Last week, Blackbaud released the 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report.  This report analyzes data from 28 organizations (some of the biggest national nonprofits in the U.S.) and includes transactions for over 15 million donors and $1 billion in revenue.

The study confirms much of what we already know (and why you should care) about online donors and online acquisition!  It also highlights the interesting opportunities and challenges posed by multi-channel giving.  Here are some key findings.
  • Online-acquired donors are younger. 
  • Online donors tend to have higher household incomes than mail-acquired donors. 
  • Online-acquired donors tend to give much larger gifts and to give more in total revenue each year than mail-acquired donors. 
  • Online donors become multi-channel donors. According to the study, “Every year, large proportions of online-acquired donors switch from online giving to offline sources — primarily to direct mail. The reverse is not true, however; only a tiny percentage of mail-acquired donors give online in later years.”
  • Finally, and this may be the most important point - Online-acquired donors have much higher lifetime value than traditional mail-acquired donors.  See chart below.
That said there is a catch.  According to the study, it’s challenging to retain donors online, particularly if you don’t have a direct mail program in place.
“Robust direct mail programs drive up the retention and long-term value of new donors acquired online. Without the ability to become multichannel givers by renewing their support via direct mail, this group of donors would be worth far less. Other than monthly recurring giving programs, established direct mail programs are the best method for gaining repeat gifts from online- acquired donors.”
We’ve seen this multi-channel challenge/opportunity with several of our clients at Care2.  Namely, after working with hundreds of nonprofits, we’ve learned that the only way to significantly improve your fundraising success is to “fire on all cylinders” vs. keeping donors in silos.

For example, check out this recent case study we did with Human Rights Campaign, an organization that works for lesbian, gay, bisexual and transgender equal rights.  You’ll notice that by employing a multi-channel fundraising approach, which included email, telephone and mail, they were able to significantly increase the lifetime value of Care2 leads to $11 per subscriber!

Don’t have a true multi-channel giving strategy in place?  Get one now.  This may mean enhancing cross-department communication and dealing with database integration issues. 

To learn more and read other observations on this report, download it now and read the posts below.


P.S. Thanks to Marc Rovner at Sea Change Strategies for talking through the implications of this research with me!



wei coco said...

Our aim is to accumulation louis vuitton replica handbags at actual affordable prices. Whether it is the artlessly adorable Gucci replica handbags or beautiful Gucci purses or added replica handbags of altered cast names, it does not matter. What affairs is that we assure you of a superior reproduction and we apperceive that you will adore application our articles for a continued time to come.We are appreciative of bringing you the actual best that the appearance apple has to action omega replica handbags at actual affordable prices after compromising on superior and style. We apperceive that if you yield a attending at our range, our banal and our charge to quality, you will not go aback disappointed. Start arcade now!How are you Try to accept a artist replica Louis Vuitton bag appearance that is the adverse of your physique type. If you are alpine and thin,rounded artist replica louis vuitton bag to acclaim your figure. If you're abbreviate and voluptous, play off opposites by allotment chanel replica that is alpine and rectangular or continued and sleek.While the artist replica louis vuitton handbags appearance should argue your physique blazon for best flattery, the admeasurement of the swiss replica watches should be in proportion to your figure. Think of a woman who is 6 anxiety alpine and a admeasurement 14 would attending absent with a
teensy hand-held artist bag. A baby admeasurement 0 would attending afflicted by an astronomic angled designer louis vuitton bag.

faheen ahmed said...

superb post thanks for sharing ipl 8 live streaming ipl 8 live score

Anonymous said...

icc t20 world cup
icc t20 world cup 2016
icc t20 world cup 2016 live
icc t20 world cup 2016 live streaming
icc t20 world cup live
t20 world 2016
t20 world cup
t20 world cup 2016 live
t20 world cup 2016 live streaming
t20 world cup live
IPL t20
IPL t20 2016
IPL t20 2016 live
IPL t20 2016 Streaming
IPL t20 2016 live Streaming
IPL t20 2016 Streaming
IPL t20 live Streaming
IPL t20 live

hoxn Ln said...

33 Replica handbags and clockmakers bound by a fierce commitment to artisanal technique and freedom from corporate rule.Rolex Daytona “When you become a member, you have to be independent in those two senses,” said Daniel Rincón Hanna, Replica watches head of communications for A.H.C.I. “The academy is there to help those members who are starting out in their careers and are handbagreplica truly independent.”The organization, which will celebrate its 30th anniversary at Replica watches UK .