2INTRODUCTION On a quest to better defne the trajectoryof online fundraising for nonprofts,we surveyed fundraisers at 79 largeorganizations with an annual revenue of$10 million or more, asking them to shareinsights about their online fundraisingprograms. Historically, large nonproftshave led the way in our industry, and theyprovide the best insight on where theindustry is headed. If you are a small or medium organization,you’ll get a snapshot of your future. Forother large charities, you’ll see how yourprogram stacks up to your peers. 3EXECUTIVE SUMMARY Among large nonprofts, the 2017 benchmark resultsdemonstrate the increasing role that digital is playing in theindustry, with online fundraising delivering an average of15 percent of total direct response revenue. Together, thesurveyed brands generated a combined outcome of: Email marketing continues its role as an anchor toonline fundraising, with a median 389,000 emailsubscribers, delivering $3.0M in annual email revenue,or an average of $7.71 per email subscriber.Charity websites deliver an average $15.4M in annualunattributed web revenue, where 2.5 percent of visitorsdonate, with an average revenue per visitor of $2.66.Lastly, when asked about fundraising integration efforts (online and offline) to drive aseamless donor experience across channels, our fundraisers responded that they haveinitiatives in motion. They vary in their prioritization of the constituent integration elements,but overall, they lack a concentrated strategic vision and a roadmap to ensure success.1.9M monthly unique websitevisitors, where 43 percent ofvisitors and 38 percent of websitedonors transact using mobile.Two-thirds of charities are usingmobile apps – with peer-to-peerand mission/services as theprimary use cases. Nine out of 10 charities willmaintain or increase onlinefundraising budgets this year, withincreases in the 2.5 to 10 percentrange being most common. 0%10%20%30%40%50%60% GAMING GALA P2P FUNDRAISING MISSION 2/3 USING MOBILEAPPS MOBILE APP USE CASES 1.2M VISITORS PERMONTH $3M TOTALUNATTRIBUTED WEB REVENUE 2.5% DONATE 38% Mobile43% Mobile 389K EMAIL LISTSIZE$3.0M EMAIL REVENUE 4 A CLOSER LOOK Consumer Shift to Digital US consumer media habits continue to shift to online, with a cross-over pointexpected in 2018, when the average daily consumer online media consumption willexceed all offline media (e.g., TV, print, and radio). The research seeks a view into theoverall commitment to online fundraising in response to this trend. It was discoveredthat organizations commit 16.2 percent of overall direct response budgets to onlinefundraising, to bring in online revenue equal to 15 percent of total direct responserevenue, requiring ~7.5 employees to run the online program. In recent years, other industry benchmarks reported online revenue as somewherebetween 5 percent and 10 percent of direct response revenue. The good news is thatthe biggest organizations continue to expand their commitment to online fundraising,presumably with the goal of meeting their donors where they live – increasinglyonline and via mobile, and in an effort to reach younger, digital donors. Mobile Survey respondents reported an average 43 percent of their 1.1Mmonthly websitevisitors came from a mobile device. Approximately 2.5 percent of those visitors wenton to make a web donation, totaling on average $3.0M in unattributed website revenueannually, of which 38 percent was donated via a mobile device.If you wondered whetherconsumers would everdonate using small mobiledisplays and those tiny,virtual keyboards found onmobile devices, the answeris resoundingly, “yes.” If youhaven’t (minimally) optimizeddonation forms for mobiledevices, that task ought tomake its way to the top of your 2017 priority list. And while you are there, add broaderwebsite optimization for mobile, as well. All indicators point to the fact that consumersare building relationships with brands increasingly on the go, and intermittently1.2M VISITORS PERMONTH $250K UNATTRIBUTEDWEB REVENUE 2.5% DONATE 38% Mobile43% Mobile 2016 REVENUE OFFLINE 15% 85% ONLINE 2016 BUDGET 16% 84%OFFLINE ONLINEOnline is the futureof fundraising 。。。。。。