2nd Annual State of the Nonprofit Industry Blackbaud survey, which are focused on trends in fundraising and donor communications – both online and off.
Internet use increasing, but more room for growth
Ninety percent (90.3 percent) of nonprofits say the Internet is a critical tool in running their organizations. Yet only about one in three (34.6 percent) say they are actively raising money online today. And in fact, three out of four (73.7 percent) say they still rely on traditional direct mail to communicate with donors.
“Although online fundraising has become an important component of some nonprofits’ strategies, these results signal room for significant growth,” said Robert J. Sywolski, chief executive officer of Blackbaud, Inc. “What’s more, in addition to showing a continued investment in the Internet, the survey has proven that traditional means of communication are not only critical – but, in fact – on the rise as well.”
Face-to-face still rates
When asked how nonprofits are changing the way they communicate with donors, more than three out of four (79 percent) indicated an increased use of email and more than half (62 percent) an increased use of Web postings. But even though nonprofits are clearly planning on leveraging the Internet more in donor communications, the survey also found that nearly six out of 10 nonprofits (60 percent) expect an increase in face-to-face donor communications.
“There’s a saying in fundraising that ‘people give to people,’” said Robert J. Sywolski, chief executive officer of Blackbaud, Inc. “Smart organizations know this and are using all the means at their disposal – from email and eNewsletters to special events and face-to-face meetings – to create a personal experience for each donor. By capturing critical information from each interaction, a fundraiser is better equipped to target the next appeal and cultivate a larger gift.”
More survey results
Nonprofits responding to the Blackbaud survey ranked the following as the top three most important uses of the Internet:
-- Email – 82 percent
-- Fundraising – 64 percent
-- E-newsletters – 55 percent
Although these numbers indicate an increased reliance on the Internet, more than half (52 percent) of respondents said that one-on-one solicitation of major donors is still the fundraising method they most frequently use. The other most frequently used methods are:
-- Direct marketing – 45 percent
-- Special events – 44 percent
-- Matching gifts – 28 percent
About the survey
Blackbaud’s 2nd Annual State of the Nonprofit Industry survey focused on a series of issues critical to the nonprofit industry, including trends in Internet use, fundraising, donor communications, accountability, management, and general. More than 1,000 nonprofit professionals participated in the online survey. The second wave of survey results will be released this summer.
About Blackbaud, Inc.
Blackbaud is the leading global provider of software and related services designed specifically for nonprofit organizations. For more information, visit www.blackbaud.com.
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