5 Key Insights from the 2010 Global State of the Nonprofit Industry Survey | npENGAGE

5 Key Insights from the 2010 Global State of the Nonprofit Industry Survey

By on Oct 27, 2010


Blackbaud has conducted its North American State of the Nonprofit Industry Survey annually for six of the past seven years. The study asks nonprofit leaders to report on some of the management strategies they’re using, and the degree to which they anticipate changes in their organizations this year and next.

This year’s survey has been expanded to a more global view. Responses were received from 2,383 individuals in Australia, Canada, France, Germany, Italy, India, the Netherlands, New Zealand, the United Kingdom, and the United States. The survey was conducted in partnership with L’Association Française des Fundraisers, the Fundraising Institute of New Zealand (FINZ), the German Fundraising Association, Philanthropy Centro Studi, and the Resource Alliance.

2010 Global State of the Nonprofit Industry Survey

Here are five key insights from the survey:

1. One Fundraising Approach Doesn’t Fit All: When asked to rank the fundraising efforts that are the top drivers of donations to the organization, respondents from Australia, France, Germany, New Zealand and the U.S. cited direct mail as the top driver. Face-to-face fundraising is mentioned most frequently by respondents from the Netherlands, major donor cultivation is cited by respondents from Canada, India, and the U.K., and community fundraising is cited by Italian respondents.

2. Integrated Systems are a Global Priority: The area with the highest average importance rating in all countries is having a unified database that contains all information on donors and other supporters. Having consolidated reporting of operational results was the second highest in importance for all countries. Those two technology systems also ranked highest in organizational performance in all countries.

3. Restricted Giving is Important to Donors: More than half of respondents in Australia, Canada, India, the Netherlands, New Zealand, the U.K., and the U.S. report that their donors ask to have their contributions restricted for a certain purpose. Fewer than half report such requests in Canada, France, Germany, and Italy. For the organizations that reported an increasing number of restricted gifts, more than 40% of respondents in Australia, France, Germany, India, New Zealand, and the U.S. reported their organizations are having trouble getting funds for general operating support. 52% in the Netherlands said the increased restricted gifts have had no effect on the organization.

4. Email to Current Donors still Drives Online Giving: Email to current donors was the top driver of online donations last year in every country except the Netherlands. There, direct mail promotion was the top driver, followed by direct mail promotions. This year respondents in all countries but India think email to current donors will be the top driver. Email to potential new donors, events and search engine optimization were also mentioned as top drivers last year and this year.

5. The Internet has Room for Improvement: Half or more of
respondents report that communicating with donors and other supporters
via Web and email is important to their organization. But more work
still needs to be done to make websites effective. Less than a third of
respondents in most countries rated their website very effective; less
than 10 percent in France and the Netherlands did.

You can get the complete reports and other nonprofit sector research here on the Blackbaud website.


Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Stanford Social Innovation Review, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Conference (NTC), Institute of Fundraising National Convention (United Kingdom), Civil Society Conference (Netherlands), International Fundraising Congress (Netherlands), Ask Direct Fundraising Summer School (Ireland), and a keynote speaker at several conferences across the social good sector.

Steve previously served on the Nonprofit Technology Network (NTEN) Board of Directors and is currently an adjunct faculty member at Columbia University.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, became a bestseller in 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.

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