Key Takeaways From The 2014 Luminate Online Benchmark Report: Sustainers Going Strong! | npENGAGE

Key Takeaways From The 2014 Luminate Online Benchmark Report: Sustainers Going Strong!

By on Oct 16, 2014


By Rachel Simon, Manager, Interactive Product Marketing


Have you downloaded the 2014 Luminate Online Benchmark Report yet?  It’s full of online engagement nuggets worth chewing on as you evaluate this year’s performance and plan for the future.

Throwing back to the 2013 Benchmark Study, we witnessed an explosion of growth of sustainer giving – a 27% increase over the previous year.  Consequently, we’ve encouraged organizations to double down on sustainers – to think critically about how they can take advantage of this trend.

We held our breath a little as the results for our Luminate Online clients’ sustainer giving this year were revealed…did they live up to the hype?  YES!

Online sustainer giving is still going strong:

  • Online sustainer revenue increased 16.8% overall year-over-year.
  • Heavy hitters like Public Broadcasting saw the strongest growth at 45.13% Sustainer revenue growth, while other verticals like Food Banks and Hospitals showed benchmark-beating results at 28.97% and 21.21% respectively.
  • Organizations’ median count of sustaining donors grew 16.17% year-over-year.
  • Online sustainer gifts accounted for 8.59% of total online fundraising, which represented an 8.08% increase over previous years.

 revenue growth

Hungry for more?

Join us next Tuesday, October 21st at 1 PM Eastern for a webinar:  The 10 Must-Know Data Points from the 2014 Luminate Online Benchmark Report

Register here!

All numbers expressed are medians.  Download the report for the details on our methodology.


This is a guest post by Rachel Simon, Manager, Interactive Product Marketing, Blackbaud. Over the past 7+ years at Blackbaud, having managed relationships with hundreds of nonprofits, Rachel found her calling in helping nonprofits make the most of multi-channel constituent engagement.  Inspired to help further drive online engagement for nonprofits, she joined Blackbaud’s Product Marketing organization, now leading the Interactive Product Marketing team in Blackbaud’s Enterprise business unit.  This year, Rachel was thrilled to author the 2014 Luminate Online Benchmark Report.  Based in Washington, DC, Rachel holds a BA in Political Science and Communication from Syracuse University, and an MBA from The Citadel.


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