Data Geeks Rejoice: Luminate Online Benchmark Study 2014
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The document is a summary report of fundraising metrics from 800 nonprofits using Luminate Online over a 12-month period. Key findings include an 8% growth in usable email lists, a 15% increase in the percentage of lists donating, a 60% rise in email messages sent, and an overall 8.07% increase in online revenue. The report provides these and other metrics broken down by organization type and recommends maximizing engagement and focusing on acquiring quality supporters to drive growth.
Data Geeks Rejoice: Luminate Online Benchmark Study 2014
- 1. Data Geeks Rejoice 2014 Luminate Online Benchmark Report PRESENTED BY LAUREN FIRESTONE & RACHEL SIMON
- 2. First Dibs! 2014 Luminate Online Benchmark Report: www.blackbaud.com/LuminateBenchmark #bbcon 2 #bbcon Tweet this now
- 3. Voila! Download it here: www.blackbaud.com/luminatebenchmark
- 4. We ♥ Luminate Online Benchmarks! •8th annual report •Largest of its kind: ~800 nonprofits •Mature Luminate Online Users (minimum of 36 months) $1.27 Billion Raised 18 Million Transactions 7.6 Billion Email Messages
- 5. New this year •Fiscal Year: Covers July 1, 2013-June 30, 2014 •The most up-to-date metrics this time of year •Use as planning tool for next year •Launch @ bbcon
- 6. Methodology •All Values are Medians: •Numerical mid-point of any data set, meaning 50% of all the values lie above that number and 50% are below •Helps normalize outliers •Avoid Referral Bias & Measurement Bias Who’s Who? •20 Cohorts: •17 verticals based on NTEE Code •National Nonprofit Mailer – Email housefiles larger than 1 Million •Team Event – over 80% of revenue comes from events •Canada – consolidated for improved sample size
- 8. The Housefile Story 8 #bbcon
- 9. Usable Housefile Growth 9 #bbcon 12.36% 2.51% 6.07% 6.92% 3.88% 8.75% 7.04% 16.65% 16.48% 7.55% 11.91% 17.43% 9.69% 0.84% 10.31% 3.81% 2.77% 6.32% 10.70% 12.96% 7.97% Animal Welfare Association & Membership Canadian Organization Christian Ministries Disaster & International Relief Disease & Health Services Environment & Wildlife Food Bank Health - Medical Research Higher Ed Hospital Foundation Hospitals Human & Social Services Jewish National Nonprofit Mailer Performing Arts & Libraries Public Affairs Public Broadcasting Stations Team Event Visitation TOTAL 8% usable Housefile Growth
- 10. Year Over Year Change: Percent of Housefile that Donates 10 #bbcon 17.65% 3.15% 20.28% 15.93% 10.60% 12.36% 16.81% 21.18% 25.28% 13.14% 17.32% 24.04% 18.13% 14.95% 17.02% 12.19% 10.98% 12.17% 13.39% 23.46% 15.08% Animal Welfare Association & Membership Canadian Organization Christian Ministries Disaster & International Relief Disease & Health Services Environment & Wildlife Food Bank Health - Medical Research Higher Ed Hospital Foundation Hospitals Human & Social Services Jewish National Nonprofit Mailer Performing Arts & Libraries Public Affairs Public Broadcasting Stations Team Event Visitation TOTAL Percent of housefile that donates increased 15 % YOY
- 11. Buzzworthy Trends •Direct relationship: Housefile Growth $$ Raised Online •No signs of slowing in attracting new supporters •Constituents WANT to be communicated with via email! •Supporters who believe in your mission are best! 11 #bbcon
- 12. Lauren’s Take: Applying the Data •A robust email file is critical to organizational growth: •Make email acquisition a priority •Nurture & cultivate •Proceed with Caution: List fatigue •Attract high-quality constituents •Put the relationship first 12 #bbcon
- 13. The Email Story 13 #bbcon
- 14. Volume is Up…Email Messages Sent YOY 14 #bbcon 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00% - 50 100 150 200 250 300 Email Messages Sent YOY % Change Median Messages Sent = 144 60% overall increase in Messages Sent YOY
- 15. …Way Up. Email Recipients YOY 15 #bbcon 72.30% 58.35% 77.38% 59.27% Donation eNews Other Advocacy 72% increase in # of Email Recipients YOY
- 16. Open Rates: Holding Steady 16 #bbcon 15.36% 16.26% 17.60% 16.89% 0.82% 1.76% 0.94% 0.42% Donation eNews Other Advocacy Total YOY Change
- 17. Click-Through Rates: Declining 17 #bbcon 0.61% 1.61% 1.39% 2.05% -6.40% -10.85% -12.02% -5.75% Donation eNews Other Advocacy Total YOY Change
- 18. Email Conversion Rate: Declining 18 #bbcon -0.16% -0.11% -0.06% -0.01% 0.04% 0.09% 0.14% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% Yoy % Change Median Conversion Rates 25% Year over Year Decrease in Appeal Email Conversion Rate
- 19. Buzzworthy Trends •60% increase in distinct email messages sent! •Open rates holding steady •Constituents are engaged and still consuming information via email •However, Click through rates continue to decline 19 #bbcon
- 20. Lauren’s Take: Applying the Data •Maximize constituent engagement •Send differentiated messages •Be responsive •Bottom Line: With more eyes on your email, you better make sure it is timely, relevant, and personal •Understand the communication pathway •Where are they going? •How are they getting there? •What are they doing? 20 #bbcon
- 21. The Giving Story 21 #bbcon
- 22. Value of Usable Email Addresses 22 #bbcon $13.68 $3.67 $8.69 $17.75 $24.76 $15.46 $6.01 $38.89 $20.18 $8.27 $17.72 $19.25 $14.44 $13.69 $2.24 $10.98 $3.12 $12.73 $25.41 $6.55 $12.46 Animal Welfare Association &… Canadian… Christian Ministries Disaster &… Disease & Health… Environment &… Food Bank Health - Medical… Higher Ed Hospital Foundation Hospitals Human & Social… Jewish National Nonprofit… Performing Arts &… Public Affairs Public… Team Event Visitation Total Each Usable Email Address has $12.46 Median Annual Online Revenue
- 23. Overall Online Revenue: YOY Change 23 #bbcon
- 24. Online Giving by Vertical: YOY Change 24 #bbcon 13.64% -4.57% 21.34% 11.34% 8.39% 2.50% 15.39% 14.84% -4.14% 18.37% 16.79% 8.24% 13.57% -2.39% 5.83% 2.98% 1.15% 11.07% -3.32% 16.64% 8.07% Animal Welfare Association & Membership Canadian Organization Christian Ministries Disaster & International Relief Disease & Health Services Environment & Wildlife Food Bank Health - Medical Research Higher Ed Hospital Foundation Hospitals Human & Social Services Jewish National Nonprofit Mailer Performing Arts & Libraries Public Affairs Public Broadcasting Stations Team Event Visitation Total
- 25. Online Giving by Housefile: YOY Change 25 #bbcon 14.84% 9.08% 9.48% 9.06% 12.05% 6.89% 5.93% 2.90% 4.40% 0.93% 5.79% 8.07% Median
- 26. Buzzworthy Trends •Donors are online, they are giving, and they are giving more •Increases: •Number of gifts •Total revenue •Average gift amount 26 #bbcon
- 27. Lauren’s Take: Applying the Data •Have a multi-channel, multi-response fundraising strategy •Ditch the silos •Monitor the landscape •Give your strategy time to drive results 27 #bbcon
- 28. The most important metric is an organization’s own historical performance. 28 #bbcon
- 30. 30 #bbcon Don’t forget to complete a session survey! Each completed survey enters you into a drawing to win a complimentary registration to bbcon 2015 in Austin, Texas*. *Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be exchanged, applied to, or combined with any other offer. Are you pumped up and ready to go?