Clicking, Connecting, and Converting: Discovering Donor Value and the Importance of Being the Charity of Choice

2  1,022 donors  Gave at least $25 in the last 12 months & accept s from nonprofits  Asked about current donation & engagement activities, focusing on how they interact with their “favorite” charity  Asked about preferred online methods for engaging Donor Engagement Study

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

4 Key Finding: How is that $ divided? Donors gave 67% of their annual amount to their favorite charity.

5 Do you have metrics in place to measure the relationship with your donors?

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

7 Do you run campaigns that are designed to drive activities beyond donations?

8 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

9 Are you empowering your champions?

10 Do you encourage your donors to share their story?

Putting these findings to work

12 Strive to be “the favorite” Take Stock - Benchmark Set Your Strategy Execute Measure Impact

13 Website Social Media Media Mix Activities Audiences Take Stock / Benchmark

14 Set Strategy Determine value Target potential Activities Calendar

15 Measure Impact Conversion to Donors Retention Growth Segment Value

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

An example of a great approach

18 Revlon Run / Walk

19 Social Media Page 19

20 Share in Navigation and Multiple Platforms

Thank you! Blake Groves – Vice President, Charity Dynamics Sign up to survey your supporters and compare to the benchmark at Download the benchmark report