Multichannel Giving

blackbaud Multi-Channel Giving How offline and online fundraising go hand in hand online giving offline giving With the rise of online giving, Blackbaud set out to answer the question "are donors who give online and offline (i.e.multi-channel) more val han who give through a single channel?" Insights below are based on research done over the past 5 years including over 15 million donors and $1 billion dollars in fundraising revenue from the past year alone. Offline giving continues to dominate Direct mail accounts for 79% of donation revenue. Online accounts for 10%, and"other offline" makes up the remaining 11%. Online Giving 10% Offline Giving 90% 55.6% Year over year growth in online giving, by organization size: But online giving increased 34.5% to 22.0% 15.9% $20+ Billion in 2010. Small (<$Im) ($1-10m) ($10m+) Medium Large More new donors are coming in online every year Online donations area larger percentage of giving every year, both in total revenue and number of donors. In fact, 88% of nonprofits had an online donation of $1,000 or morein 2010. 2007 2008 2009 2010 New donors 16% are online Total donors 10% are online Multi-year donors7% are online Online donors: median age median age are younger, 25-55 45-75+ offline-aquired donors online-aquired donors $100k+ $100k+ have higher incomes, earners earners 32% 18% $62 $32 give more the first time, median gift median gift $197 $158 $118 $51 $66 $72 4-year Зуеar 2-year and give more over time 2-year 3-year 4-year revenue revenue revenue revenue revenue revenue than offline donors. Donors acquired online who give through multiple channels are worth up to 3X more than those who give through a single channel. Lifetime Revenues Per Original Donor Acquired in 2007: Donors acquired by mail end up giving: $63 Donors acquired online end up giving: $128 %24 %24 %24 %24 32% Donors who are acquired online but also give offline donate on average: of online acquired donors switch to be offline donors in year two $197 only 3% of offline acquired donors switch to be online donors in year two (2010 data for donors acquired in 2007) http://www.blackbaud.com/multichannel Data provided by Bladckbaud's 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/onlinefundraising blackbaud