Results from the 2012 Donor Engagement Benchmark Survey

2 Presenter: Annaliese Hoehling, Publications Director, NTEN NTEN (Nonprofit Technology Network) is a 501c3 organization. We believe that technology allows nonprofits to work with greater social impact. We connect our members to each other, provide professional development opportunities, educate our constituency on issues of technology use in nonprofits, and spearhead groundbreaking research, advocacy, and education on technology issues affecting our entire community.

3 Presenter: Donna Wilkins, Founder and President, Charity Dynamics At Charity Dynamics, we help nonprofits leverage technology to Reach more people Raise more money and Drive more engagement We meet our clients’ needs with responsive and results-oriented solutions, from concept and design through execution and analysis.

4 What we’ll be talking about: Key findings from the surveyRecommendations based on the findingsHow you can access the report and data Opportunities to learn more strategies based on the findings

5 The report will be sent to all attendees on 11/13/2012

6 About the Survey Conducted in September, 2012 Self-reported behavior of 1,022 people who donated (at least $25) to a nonprofit in the past 12 months Asked about current donation and engagement activities, focusing on how they interact with their “favorite” charity Asked about their preferred methods for engaging with their favorite charity

7 Participant Demographics

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10 Respondents

11 AUDIENCE POLL How many charities do you think your supporters are donating to over a year?

12 Key Finding: How many charities do they donate to in a year? 78% Give to more than one charity 122% % % 7+12%

13 Key Finding: How is that $ divided? Donors gave 67% of their annual amount to their favorite charity. Demographics of Annual Giving: 75% give $100+ in total over 12 months 38% of Age 30+ give $500+ in total over 12 months 80% of Age give $100 or less in total over 12 months 57% of households with $200K+ give $1,000+ in total over 12 months

14 AUDIENCE POLL Do you have metrics in place to indicate the strength of the relationship with your donors? Yes No Not really sure

15 Key Finding: Are they being thanked for their donation? 21% Said they were never thanked

16 AUDIENCE POLL Do you have a good sense of your supporters channel preferences? Yes Some idea of general preferences No Not really sure

17 Key Finding: How are they interacting with their “favorite” charity? 79% Receiving Paper Mail

18 Key Finding: How would they prefer to interact with their “favorite” charity? Respondents chose “Visit Charity’s website from my computer” as most preferred channel for all activities. Receiving was the 2 nd preferred channel for all activities 16% preferred accessing and tracking their donation activity via personal profile on Charity’s website 15% preferred learning about events via Facebook page visit13% preferred learning about volunteering via visiting website from mobile device

19 Key Finding: What is motivating them? 65% “Believe in the charity’s cause”

20 Key Finding: How else are they supporting their favorite charities? 38% Volunteer at least once throughout the year * They report doing this at least once a year

21 Key Finding: Age impacts the types of activities they engage in ActivityAge Group Most Likely to Engage Make a donation to the charity30 to 69 Volunteer for the charityUnder 50 Participate in fundraising eventsUnder 40 Fundraise on behalf of the charityUnder 50 Sign an online petition or pledgeUnder 40 Contact elected officials30 to 49 Share a personal story online30 to 49

22 Key Finding: How easy is it to do these activities? 92% reported that donating was easiest activity 79% reported that volunteering was at least somewhat easy Most difficult is contacting elected officials (31% ) 29% say fundraising on behalf of the charity is at least somewhat difficult 28% say sharing their personal story is at least somewhat difficult

23 AUDIENCE POLL Do you run campaigns that are designed to drive activities outside of donations? (not counting advocacy) Yes actively engaged in these Some, but sporadic We have, but not recently No

24 Key Finding: How are they being your champions? Donors also spread the word and encourage activity for their “favorite” charity * Doing these things at least a few times a year

Putting these findings to work

26 Strive to be “the favorite” Goaled objective Measure Tactics/Campaigns

27 Invest in engagement Determine value Target potential Beyond donations

28 Utilize the right channel mix Go to your supporters Use appropriate channels Leverage networks

More information - Charity Dynamics releasing “Focusing on Engagement” a guide to putting this report into action Sign up to survey your supporters and compare to the benchmark at NTEN will be releasing the raw data