online giving in 2015
TRANSCRIPT
Online Giving in 2015
Adrienne RoyerDigital Communications
StrategistCMDI
Jack SimmsVice President of
Product DevelopmentCMDI
About CMDISince 1981, CMDI has provided innovative fundraising and compliance solutions for political organizations, non-profits, and corporations.
1981
CMDI creates the first voter databases with demographic information to target voter clusters with programmatically-generated personalized voter messaging utilizing xerographic technology.
1984
CMDI puts the national voter database “online” allowing National Committees and Reagan for President to access automated mailing list order fulfillment services.
1987CMDI launches a PC-based Iowa caucus tracking system, the first of its kind.
1993 — Dexter
CMDI releases Dexter, the first SaaS political compliance & fundraising data system for the RNC. 1996 — DexFile
Created DexFile, the first-ever system to generate digital FEC reports that the FEC would accept. The Dole campaign used the first electronic filing to apply for federal campaign matching funds.
About CMDI
2004
CMDI created & implemented DexTeam, an advanced donor downline tracking system to power the Bush Pioneer and Ranger fundraising programs..
2008
Crimson, the first and only web-based enterprise campaign software, was launched to manage all aspects of the campaign donor relationship, from donation to FEC filing.
2011 WidgetMakr is created to fulfill the special cash management & compliance needs of political organizations. that weren’t being met by non-profit online fundraisng tools.
2012
CrimsonRPM, the only political multi-level, volunteer fundraising platform available for campaigns from Presidential to House races, was launched for the 2012 cycle. 2013
After 15 years of working with clients to file FEC reports, CMDI released CrimsonFiler, a more efficient, flexible and easier way to file federal and state reports.
CMDI Products
CMDI & Republican Fundraising
During the 2012 political cycle, CMDI’s products and services were used to raise & manage $2 billion out of the $3 billion raised Republican federal campaigns.
2016 Cycle Clients
Nonprofit Donations
Nonprofit Resources
2015 Giving USA Annual Report on Philanthropy
Blackbaud Charitable Giving Report: How Nonprofit Fundraising Performed in 2014M+R Benchmarks 2015
Nonprofit DonationsNonprofit donations have returned to pre-recession levels.
Source: Giving USA 2015
Online Nonprofit Donations
Source: Blackbaud Charitable Giving Report: How Nonprofit Fundraising Performed in 2012, 2013 & 2014
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
2012
Online Giving IncreasesYear-over-year
Share of Overall FundraisingYear-over-year
2013
2014
10.7%
13.5%
8.9%
7% 6.4 % 6.7%
$40Fundraising MessagesFor every 1,000 messages, including email, ads & social media, groups raised $40.
7.6%Website ConversionsFor every 1,000 visitors to a website, 7.6% became donors
$612Website VisitorsFor every 1,000 visitors to a website, $612 was raised.
$57Average Email DonationAverage one-time email gift was $57.
Average Monthly DonationAverage monthly gift was $23, an annual total of $276.
20%First Time DonorsFirst-time donors accounted for 20% of online nonprofit gifts.
Average Nonprofit Gift Sizes
$23
What drives donations?
22% of online fundraising came from email.
Source: M+R Benchmarks 2015
Nonprofit Email Statistics
Source: M+R Benchmark 2015
Open Rates Click-Thru Rates
Response Rates
Page Completion
Rates
UnsubscribeRates
Overall 14% (+4%) 1.6% (-8%) .19% (-4%)
Fundraising 14% (+5%) .48% (+2%) .06% (-12%) 13% (-11%) .21% (-1%)
Advocacy 16% (+9%) 3.3% (-12%) 2.9% (-18%) 82% (+1%) .18% (+5%)
Newsletter 11% (+5%) 1% (-10%) .13 (-9%)
Email Subscribers vs. Social Media Followers
For every 1,000 email subscribers, there’s an average of 285 Facebook fans and 112 Twitter followers .
Source: M+R Benchmark 2015
Political Donations
Review of 2012During the 2012 cycle:
Source: New York Times, January 22, 2015. “Why Democrats Still Lead Republicans in Online Fundraising”
The Obama 2012 campaign raised $690 million online.
The Romney campaign raised $183 million online.
Who is donating?
15% of adults report making a donation to a candidate or a group supporting the candidate in the past two years.
Source: Pew Research Center, June 2014. “Political Polarization in the American Public”
How much are they donating?
4% More than $250
Source: Pew Research Center, June 2014. “Political Polarization in the American Public”
5.5%Donated less
than $100
4.5%Donated between
$100-$249
4%Donated more
than $250
Who is donating?Likely political donors have strong ideological preferences.
Social media leads to donors.Americans following political figures on social media are far more engaged in election campaigns:
Source: Pew Research Center, November 2014. “Cell Phones, Social Media, and Campaign 2014.”
Compared to 6% of Americans who attend political events but do not follow political figures on social media.
13% Attend an Event1
Compared to 39% of Americans who encourage friends and family members to support a political candidate but do not follow political figures on social media.
62% EvangelizeCompared to 4% of Americans who volunteer but do not follow political figures on social media.
11% Volunteer
Z
Compared to 11% of Americans who donate but do not follow political figures on social media.
21% Donate
Republicans are News Junkies.
Republicans place great emphasis on accessing breaking news & getting “reliable” news from alternative media sources that are seen as more trustworthy than traditional media.
-Cell Phones, Social Media and Campaign 2014, Pew Research Center
Why follow politics on social media?
Helps me find out about political news before others do:
Information is more reliable than information from traditional news organizations:
Source: Pew Research Center, November 2014. “Cell Phones, Social Media, and Campaign 2014”
50% 35%
33% 20%
What Are Campaigns Using?
No other donation platform was used by more than one Republican presidential campaign.
When do people donate?Early Morning 3% of donations5 a.m.-7:59 a.m.
A.M. Commute 4% of donations8 a.m.-10:59 a.m.
Lunch 6% of donations11 a.m.-1:59 p.m.
Early Afternoon 21% of donations2 p.m.-4:59 p.m.
Rush Hour 20% of donations5 p.m.-7:59 p.m.
Prime Time 17% of donations8 p.m.-10:59 p.m.
Late Night 15% of donations11 p.m.-1:59 a.m.
Middle of Night 13% of donations2 a.m.-4:59 a.m.
Source: WidgetMakr donations from January 1, 2015-June 30, 2015
Emerging Trends for 2016
Growing Focus on Security
● Use encryption technology on donation pages.
● Donors know to check for https in URL.
Ensure your donation page is secure.
Growing Focus on Security
The PCI Security Standards Council is an open global forum, launched in 2006, that is responsible for the development, management, education, and awareness of the PCI Security Standards, including the Data Security Standard (PCI DSS), Payment Application Data Security Standard (PA-DSS), and PIN Transaction Security (PTS) requirements.
www.pcisecuritystandards.org
Use a PCI-Compliant Donation Platform
Utilize Recurring Donations● Online monthly giving grew by 32% compared to 9% for one-time giving.
● Average one-time gift was $104.● Average monthly gift was $23 ($276 annual total).
● Recurring gifts accounted for 17% of total online revenue,
an increase of 4% from 2013.
Source: M+R Benchmarks 2015
Shift Focus Away from December ● For 3rd consecutive year, December giving decreased while
annual totals increased.
● Donors are distributing gifts throughout entire year with a greater emphasis on October, November & December.
● Increase in giving for deadline months: ● June for nonprofits to emphasizing end-of-fiscal year giving ● Quarterly deadlines for political organizations
Source: Blackbaud Charitable Giving Report: How Nonprofit Fundraising Performed in 2014
Mobile Donations
…some 8% of smartphone owners use their phone at least occasionally to make a monetary donation to a charitable or political cause. Just 2% do so frequently, and 77% of smartphone owners say that they never use their phone for this purpose.
-U.S. Smartphone Use in 2015, Pew Research Center
New Challenges
With the rise of mobile adoption, online donation forms may be hurting your fundraising efforts:• Cumbersome forms required by FEC• Increased chances of user error for forms on mobile devices• Donor has previously provided the requested data
Form completion on mobile devices is still very low in comparison to desktop conversions. In fact, studies suggest that desktop forms often convert at over 2x those same forms on mobile.
Emerging 1-Click Donations
New trend is to save credit card data to make online or mobile transactions, faster, easier and safer.
Spark 1-Click Giving
Spark is the 1-click giving system on the WidgetMakr platform.
• Safely stores donor data• Minimizes user interface & entry errors• Easy to donate on a mobile device• Reduces the barriers to conversions
Spark 1-Click GivingMore than 250,000 Spark accounts created!
• 94% choose to save credit card information• 27% are repeat donors• 9% donate to multiple campaigns with Spark
accounts
Spark Giving Matrix
Questions?
Contact us!
Jack Simms, Vice President of Product [email protected]
Adrienne Royer, Digital Communications [email protected]
Online Giving in 2015
Adrienne RoyerDigital Communications
StrategistCMDI
Jack SimmsVice President of
Product DevelopmentCMDI