1. Online Fundraising Today
and Best Practices
Presented by:
Allyson Kapin, Rad Campaign and Women Who Tech
ZooGooder
November 7, 2010
2. How Much Money are
Nonprofits Raising?
• In 2008 an estimated $300 billion was raised. –
Giving USA
• 75% was raised through individuals donating
money to their favorite charity.
• In 2009, overall giving decreased between 9% to
11%. BUT nonprofits raised 20% more online in
2009 according to a study by Network for Good,
though the eNonprofit Benchmark study said that
nonprofits in their study only raised 4.5% more
online.
• Recurring gifts account for 20% of donations.
•The average donation is $81.33. – eNonprofit
Benchmark study.
• Median revenue per donor for multichannel
supporters was $339 compared to $88 for offline. -
Blackbaud
• First year retention for multichannel donors was
51%. - Blackbaud
3. How Old is the Average Online
Donor?
Jack Benny - “Still looking good after 39 years.”
4. Average Response Rates for Online
Fundraising Appeals?
.13%
Activists are seven (7) times more likely to donate,
compared to supporters who did not previously take an
online action for the organization – Blackbaud
6. Don’t Make Me Think!
Have a clear call to donate button!
Stat: 49% of online mid-level and major donors will always visit a
nonprofit's website before making a first-time gift online or offline.
- Convio
7. Understand the 1-2 Punch
What are the most important elements of raising money online?
8. Landing Pages
• Gives compelling reasons to
donate money?
• Clear gift information with
options for recurring
donations.
• Pie charts quickly show
how money us being spent.
• After this call, give two of
your friends $10 and ask
them to donate money to
your website. Ask them to
share their experiences with
you. Tell them to be brutally
honest.
9. Year-End Fundraisng Stats
• 40% of online donations come
in the month of December.
• Only time of year you can send
your email list 8 to 10 appeals and not
burn out your list.
• The last three days of December
will bring in 10% of online
Donations – Network for Good
13. Why this Fundraising Campaign
Could Have Performed Better?
7 Days Later and No Thank You Email
from Nonprofit!
Always Thank Your Donors
Within 24 Hours!
Nonprofit Provided No Updates on
Facebook Fanpage!
Keep Your Donors in the Loop!
15. Contact Info
Allyson Kapin: Rad Campaign, Women Who Tech
Email: Allyson@radcampaign.com
Website: http://www.radcampaign.com
Twitter: @womenwhotech and @radcampaign @care2frogloop
Blog: http://www.frogloop.com and http://www.radcampaign.com/blog
About Rad Campaign
Rad Campaign is an award-winning agency that provides web design,
web development, online marketing, fundraising, and strategy to
nonprofit organizations and political campaigns.
http://www.radcampaign.com
