04/10/2023 Blackbaud Confidential 1

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INCREASE ONLINE FUNDRAISING WITH A MULTI -CHANNEL STRATEGY

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• Non-profit landscape

• Online fundraising trends

• Why a multi – channel approach is critical

• How Blackbaud customers are achieving success

AGENDA

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TODAY ’S NON- P ROF IT L ANDS CAP E

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# of Nonprofits43% since 2001

Source: Giving USA 2011

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CONSTITUENT ATTENTION IS INCREASINGLY SCARCE & DISTRIBUTED

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ONLINE FUNDRAISING IS THRIVINGACCORDING TO BLACKBAUD'S CHARITABLE GIVING REPORT

More good news - Online giving increased 13.7% for the three months ending January 2013 as compared to the same period in 2012

Even more good news – No matter what online benchmark study you look at, revenue is growing, sustained giving is growing and housefile size is up

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• More than half of donors received information from their favorite charity via Web site (51%) and by email (52%)

• Donors preferred to spread the word about their favorite charity by email (51%), Facebook (15%) and in person.

• When looking for information, the web is a donors’ top choice

• Donors aged 50+ preferred visiting the web and receiving email to stay in touch

Did you know? • 86% say they visit websites before making a gift• Half say giving online is their preferred method

SUPPORTERS WANT TO BE ENGAGED ONLINE

NTEN Donor Engagement Benchmark Study 2012

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AN INT E GRAT E D & M ULT I - CHANNE L AP P ROACH

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WHY MULTI- CHANNEL IS A MUST!

Online growth continues to outpace offline Retention is low and engagement isn’t multichannel

A 10% change in retention can increase the life time value of a donor base up to 200%.

To grow revenue you need to be diversified Online creates a pipeline of prospects, supporters and engagement Understand their complete view/preferences to create the right mix Donors want to be seen as partners and are increasingly looking for more

meaningful ways of expressing their support than just giving donations.

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Lifetime Donor ValueDonor Value 12

MonthsNew Donor Renewal

Rate

THERE IS PROVEN VALUE IN INTEGRATED/MULTI-CHANNEL ENGAGEMENT

Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOneTraditional defined as offline use. Internet Enabled defined as both offline and eCRM use.

34.4%50.9%

Mail

+48%

Multi-Channel

$96

$187

Mail

+95%

Multi-Channel

$314

$694

Mail

+121%

Multi-Channel

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• Online doesn’t replace direct mail and it doesn’t cannibalize major gifts.

• Online is about acquisition and retention.

• Online fuels major gifts, events, sustained giving, direct mail, provides deeper engagement, and is the final piece in a multichannel strategy

• Online opens doors and deepens constituent engagement.

*And doesn’t mean more work, it means smarter work

IT’S AND * NOT OR

Online &

Social

Middle & Major Gifts

Direct Mail

Planned Giving

Corporate Giving

Special Events

Grants & Foundation

Sustained Giving

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If You Could…

CONSTITUENT ENGAGEMENT MEANS

• Anticipate your constituents’ needs

• Know their interests, passions & preferences

• Offer more relevant interactions & opportunities to engage

You Would…

Improve acquisition & referrals

Engage with constituents & the community

Establish lifetime relationships

Grow support & fundraising

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APPROACH TO CONSTITUENT ENGAGEMENT ONLINE

Keys to Effective Execution:

1. Build on every conversation

2. Create a fully integrated constituent experience

3. Get the most from each channel

4. Data-driven strategies for treatment based on the audience

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• Get the right message in front of the right person at the right moment.

GETTING ATTENTION

Key Strategies: Web Content, Mobile Content, Social Hooks, SEO, Design

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• Present an offer or promote a benefit that is convenient, timely and personal.

DRIVING ENGAGEMENT

Key Strategies: Multiple Touch Points, Multi-channel Campaigns, Triggered Pathways, Analytics & Optimization

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HAVE MULTIPLE TOUCH POINTS

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• Strike while the iron is hot by promoting sharing and channel conversion.

EXPANDING THE RELATIONSHIP

Key Strategies: Next Steps, Cross Marketing, Social Sharing

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L UM INAT E ONL INE DE M ONS T RAT ION

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Fundraising for Blackbaud clients in 2012:

Email files grew 12.45%. All verticals saw growth.

Fundraising continued double digit growth as sustainers and repeat donors grew 27% and 20%, respectively. First time gifts grew 3%.Repeat Donors

Sustainers

Total Fundraising

20%

27%

12%

HOW ARE BLACKBAUD CLIENTS DOING?

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OUR CLIENTS LEAD THE MARKET

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• Visit our website

https://www.blackbaud.com/online-marketing/luminate-online

• Check out GUIDE Creative & our Design Portfolio

http://www.guidecreative.com/work/

• Subscribe to npEngage

http://www.npengage.com/

• Connect with us

WANT TO LEARN MORE?

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INT E RE S T E D? GE T IN TOUCH:

Your Blackbaud Account Executive can set up a personalized discussion of your situation.

Email us at solutions@blackbaud.com for a personal demonstration today!