Look Ahead Guide

Public/Society Benefit

Within Public/Society Benefit, we find a wide variety of organizations with the primary goal of influencing laws, regulations, and social norms within their mission area. 
 
While election years typically result in stronger growth for these organizations, the impact of COVID and perceived greater need in other verticals led to lower than average revenue growth. However, this vertical’s strength in sustaining gifts helped it maintain positive momentum.  

Online Giving & Sustainer Trends

  • Online giving grew by 9.2%, below the industry average of 14.3%.
  • The revenue per usable email ($6.47) and percent of email list that donates (5.7%) were the lowest in the industry.
  • Sustainer revenue as a percentage of total revenue (22.1%) was twice the industry median (9%).

Email Engagement Trends

  • The number of emails sent increased year-over-year by 6.8% but lagged against the industry median increase of 13.44%.
  • Fundraising email click rates (0.83%) were beneath the industry median.
  • Email click rates of 1.45% were a good bit above the industry rate of 1.30%.

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.

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