June 17, 2011 #smNPchat – What does Blackbaud’s latest multichannel giving benchmarking report mean to the small nonprofit?

Bloggers have been having a field day with Blackbaud’s latest: The 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report.

Key findings of the 2011 report include:

  • It has become increasingly common for new donors to give their first gift online.
  • In aggregate, online-acquired donors have much higher cumulative value over the long term than traditional mail-acquired donors.
  • Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to direct mail.
  • Without the ability to become multichannel givers by renewing support via direct mail, online donors would be worth far less.

Yes, direct mail does still rule but does the Blackbaud report also yet another example of how nonprofits are dropping the ball when it comes to stewardship? The report can be downloaded here.

Read the transcript to find out how the small nonprofit is balancing online versus offline, how they’re integrating stewardship and more!