Human and Social Services

Organizations in the Human and Social Services category focus on supporting and empowering the communities they serve. These organizations work tirelessly each day to support children, families, the elderly, and those who are disabled. Many of these organizations address immediate and tangible needs, such as homelessness, affordable housing, and child welfare. 
Given the COVID-19 pandemic, most human service organizations were highly focused on emergency funding in 2020 and experienced higher than average revenue growth.  

Online Giving & Sustainer Trends

  • Total online revenue grew strongly (19.5%), exceeding the industry median. 
  • This group exceeds the industry median for first-time ($182.00) and repeat donor ($171.19) average online transactions. 
  • Organizations in this sector lead all others with the highest average sustainer amount, $46.38. 

Email Engagement Trends

  • The number of emails sent grew 27.2%, the highest increase in the industry.
  • Despite a large increase in the number of emails sent, unsubscribe rates were not negatively impacted. Unsubscribe rates decreased year-over year by -16%.
  • Fundraising email click rates (1.10%) were in the top half of all industries. 

With the help of Blackbaud, we have been able to expand our donor base through targeted email appeals, provide emailed newsletter options to our constituents, and streamline our efforts to share our mission with partners domestically and internationally. This has allowed us to help those in need through our four program areas.

—Laura Kelly, Vice President of Global Partnerships and Development, Brother’s Brother Foundation

Which of these trends will continue?

Blackbaud experts identify the 2020 trends likely to continue into 2022 and suggest ideas and tactics to make the most of online fundraising.