Over the past three years, Target Analytics, a Blackbaud company, has held a series of annual meetings with a total of twenty-four major national non-profit organizations on the subject of online fundraising. The primary purposes of this effort were to give each participating organization the information needed to benchmark their own online fundraising program performance against that of peer organizations and to provide a forum for sharing best practices about online fundraising techniques and developing a successful integrated marketing strategy.
A separate goal of the project was to use the aggregated organization data to derive a set of general discoveries about internet giving in the context of an overall fundraising program. Target published a summary of initial discoveries following the meeting of the first twelve participants in 2006. This document is an update to those findings that incorporates two more years of analysis and giving data from double the number of organizations.