2013 Donor Management Systems Use and Satisfaction Study

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1 2013 Donor Management Systems Use and Satisfaction Study Lehman Associates, LLC 2308 Mt. Vernon Ave, Suite 713 Alexandria, VA /

2 Donor Management Systems: Use and Satisfaction Nonprofit research conducted in collaboration with April, 2014 Lehman Associates, LLC 2308 Mt. Vernon Avenue, Suite 713 Alexandria, VA Tom Lehman President LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 1

3 Table of Contents Overview... 3 Donor Management Systems in Use... 5 Purchasing Patterns... 7 Satisfaction All Donor Management Solutions... 9 Satisfaction by Type of DMS Solution... 9 Donor Management Product Satisfaction Importance Methodology and Sample Demographics LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 2

4 Overview Welcome to the findings report on the first annual Lehman Reports study of the Use and Satisfaction with Donor Management Systems. This study was conducted in collaboration with the Nonprofit Technology Network, NTEN. The donor management system (DMS) is a core application for nonprofits for fundraising, communications and donor engagement campaigns. By providing a 360 view of donors, these systems enable organizations to target and tailor campaigns around specific interests, behavior, and relationships. Increasingly, social media profiles and activity are a part of the donor view, helping to power online and peer-to-peer fundraising programs. Leading systems go beyond management of donor information to offer a range of functions to directly support fundraising campaigns, communications, social media engagement, and advocacy. Nonprofits use a variety of applications to manage donor records falling in three general categories: donor management software products, custom systems, and office database applications. Over 100 donor management products are cited by study participants, but nearly half are using one of just four products. The other half is spread across dozens of products, including products such as marketing and advocacy systems that are not true donor management applications. Nonprofits that are using custom systems or office database applications are far less satisfied with those systems than are those using a DMS product. Those ratings are among the lowest recorded in similar Lehman Reports technology studies in the association market. Still, as a group, even the satisfaction ratings for donor management products are only moderate with average satisfaction ratings for individual products ranging from 4 to a little over 7 on a 10- point scale. The three leading products in the mid-to-large nonprofit segments are Raiser s Edge, SalesForce.com, and Donor Perfect. GiftWorks holds the fourth-largest overall share as a result of its strong presence among smaller nonprofits. All receive solid satisfaction ratings. On average, nonprofits make a donor management system purchase decision about every three years. As such, most systems in use today were installed, upgraded, or renewed within the past three years, and a similar proportion expect to enter into a new decision process by the end of Of those using one of the donor management products, and particularly one of the leading products, most are likely to stay with that product at the next decision point. That is understandable given the cost and disruption moving to a new product can entail. The growing use of digital and social media-connected fundraising requires more sophisticated donor LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 3

5 management capabilities. Many nonprofits favor donor management systems that incorporate a suite of capabilities to support fundraising, communication, and advocacy programs. Of those currently using an in-house custom or office database solution, many are likely to move to a donor management product. Similarly, those currently using one of the more limited DMS products are likely to move to products that offer a broader set of capabilities. Many smaller nonprofits have little, if any, in-house technical expertise, and limited funds to spend on these systems. Cost and ease of use are the two most frequently cited decision factors for these smaller nonprofits. While cost is always an important consideration, large organizations also cite product capabilities and features, options to integrate with other inhouse or external applications, and advanced reporting capabilities as important decision factors. Overall, organizations are well satisfied with several longstanding donor management system functions. These include data security, basic reporting, relationship tracking, customer support, and data import / export capabilities. They are much less satisfied with system capabilities required to support emerging digital engagement and fundraising such as mobile options, a 360 view of donors that includes social media activity, online donation customization options, and peer-to-peer / personal fundraising capabilities. About the sample The Lehman Reports Donor Management Study is based on an online survey of nonprofits conducted during October-November, The NTEN list of contacts was augmented by a purchased list of contacts in nonprofits with at least a $1M annual budget. A total of 1,481 fully completed surveys from nonprofits were recorded. After weighting to adjust for multiple entries from a given organization, the analysis dataset includes a total of 1,399 organization responses. To calculate full market findings, the response set is weighted by organization size (annual budget) to match a comparative distribution of 990 filings from 501c3 organizations. LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 4

6 Donor Management Systems in Use Nearly all of the nonprofit organizations that engage in fundraising are using some type of application to manage donor records. Of these, the vast majority, 83%, are using one of a number of donor management products and services. Only 17% are making use of a custom system or office database application. Large nonprofits are more likely to be using a DMS product, but even among small organizations, most are using a DMS product. Type of Donor Management Solution 14% 3% DMS product or service Custom DMS Office database / application 83% Of those using any type of donor management solution There are over a hundred DMS products referenced by these organizations, but nearly 50% cite one of the four leading providers, Raiser s Edge, SalesForce.com, Donor Perfect, and Giftworks. Nearly 90% reference one of just twenty-eight products. That leaves a small portion of the market split across a large number of products. Consolidation among smaller providers is likely. LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 5

7 DMS Products Raiser's Edge SalesForce.com Donor Perfect GiftWorks etapestry CiviCRM Team Approach NEON Common Ground DonorDirect Exceed Fundraising 50 DonorSnap Salsa Fundraising Blackbaud Enterprise CRM DonorPro Fundraiser Select / Pro Little Green Light netforum Pro imis MailChimp Luminate CRM Network for Good Constant Contact Patron (on Salesforce) Databank Millennium Enterprise Other products 2.3% 2.2% 2.0% 1.9% 1.8% 1.7% 1.7% 1.5% 1.5% 1.3% 1.2% 0.9% 0.9% 0.7% 0.7% 0.7% 0.7% 0.6% 0.6% 0.5% 0.5% 5.2% 5.0% 5.0% 7.9% 9.9% 11.3% 15.2% 14.6% Excludes custom solutions and office database applications (weighted by size) 0% 3% 6% 9% 12% 15% 18% Nonprofits with a DMS product or service LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 6

8 Product market share varies by organization size. Raiser s Edge is the clear market leader for mid-to-large nonprofits and the margin of that lead increases with organization size. Donor Perfect and SalesForce.com have solid presence across much of the market. Giftworks is primarily used by smaller nonprofits. Purchasing Patterns The marketplace for DMS products and services is dynamic. Nonprofits assess and make a decision about their donor management solution every 2-3 years. Over the past few years, many have installed new systems, replacing office database, custom systems, and other DMS products. The growing use of online and social media fundraising places new demands on donor management systems, even for smaller organizations. Looking forward, the market of donor management products is likely to consolidate. This will be driven in part by the economies of scale required for continuing product development and new customer marketing. Consolidation may accelerate as nonprofits gravitate towards a subset of products that offer robust capabilities at affordable levels. While the market is dynamic, the situation is less dynamic at an individual organization level where the data shows that nonprofits tend to stick with their chosen product for some time. Changing products can be costly, disruptive to current operations, and present challenges for staff to learn a new system. As the level of integration increases between donor management systems and other applications, the time and cost to install a new product will also increase. Similarly, as nonprofits come to rely upon a more in-depth donor record, the challenge of migrating that data to a new system increases. Factors in Upgrade / Renewal versus New Product Decision Costs of installing a new product Staff familiarity with product Likely disruption to our staff and operations General satisfaction with product Easy upgrade path Perceived risks with a new product Our working relationship with the provider Cost advantage or promotions for continuing Excludes custom and office applications Mean importance on a 10-point scale LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 7

9 Nonprofits who anticipate moving to a new donor management product need to expend sufficient time and resources to make the best selection possible for their particular situation. The new system is likely to be in use for at least 3-5 years, and quite possibly longer.. Given the pace of change, particularly around digital and social fundraising and the use of advanced analytics to drive personalized engagement, even a few years with a product that does not keep pace will limit opportunities for the organization to take advantage of new technology and online models. In considering a new product purchase, nonprofits most frequently cite cost and ease of use as top decision factors. This is followed by tracking and reporting capabilities reflecting a desire to leverage the information in the donor record and from campaign tracking to improve targeting and fundraising productivity. This includes the use of more advanced analytics. Rounding out the top four most frequently cited factors is consideration of the full range of product features and capabilities. There are differences in the importance ranking of these decision factors by organization size (annual budget). Smaller organizations are much more likely to cite cost and ease of use as the major factors, while larger organizations place greater comparative importance on product capabilities and capabilities to integrate with other internal and external applications. Purchase Decision Factor Importance Cost / pricing structure Ease of use Tracking and reporting capabilities Product capabilities and features Technical and customer support Integration with other applications Breadth of fundraising capabilities Experience with organizations like ours Best practices and training options References from other customers Impression of provider as a working partner 29% 23% 16% 14% 14% 46% 43% 82% 72% 68% 64% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Percentage citing factor as one of top five Mobile is a highly visible trend in the online industry as a whole and most of these organizations believe it will have a growing importance for them as well. If these organizations were choosing a donor management product today, nearly 60% believe mobile options for both donors and staff would be an important decision factor, including over 20% who say it would be an absolute requirement. Fewer than 10% express an opinion that their organization is unlikely to use mobile. LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 8

10 The mobile environment is evolving rapidly and new business and use models are emerging on a regular basis. When assessing donor management products, nonprofits will need to understand not only current mobile capabilities, but also the provider s longer term mobile strategy. This will help ensure that the chosen provider and product will continue to invest to stay abreast of this rapidly changing environment, enabling its customers to take full advantage of these opportunities. Importance of Mobile in Next DMS Decision 7% 4% 22% Very important, likely required Important, but not required 32% Nice to have, not an important factor Not likely to use, not a factor 35% Don't know / other Satisfaction All Donor Management Solutions Nonprofits are only moderately satisfied with their current solution. The study includes two measures of satisfaction. The first asks how likely the respondent would be to recommend their organization s current donor management solution to a colleague. The second asks respondents to rate satisfaction with their current solution across 29 distinct areas of functionality and services. Both are rated on 10-point scales. The average rating on a 10-point likelihood-to-recommend scale is 6.1 and the average satisfaction rating of the detailed items is lower, just 5.7. Satisfaction by Type of DMS Solution However, nonprofits using DMS products and services are much more satisfied than those managing donor records using a custom system or office database. They are much more likely to recommend their solution to a colleague, an average rating of 6.6 versus less than 4.0, and they assign significantly higher average product satisfaction ratings, 6.1 versus 5.0 and 3.9 respectively, for custom and office databases. These are dramatic differences. The non-product ratings in this study for both satisfaction and likelihood-to-recommend are among the lowest recorded across all Lehman Reports technology industry studies. LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 9

11 Likelihood to Recommend by Type of DMS Solution DMS product or service 6.6 Custom DMS Office db / application Average rating on a 10-point scale Average Satisfaction by Type of DMS Solution DMS product or service 6.1 Custom DMS 5.0 Office database / application Average satisfaction on a 10-point scale Donor Management Product Satisfaction For donor management products, nonprofits assign higher satisfaction ratings to core donor management capabilities including security, basic reporting, relationship tracking, import / export capabilities, and customer support. Nonprofits are much less satisfied with capabilities to support digital donor interactions including mobile support, customization of donation web pages, peer-to-peer fundraising, and options for donors to manage their own contact information. Satisfaction ratings are also low for product capabilities to provide a full view of donors that includes social, a requirement for effective CRM and social-enabled fundraising campaigns. The importance of these capabilities is likely to increase. Nonprofits in the market for a new donor management product may want to pay special attention to capabilities that receive below average ratings to be sure that prospective systems meet their needs in these areas. While some may not be critical today, most are likely to be important to the organization in the future. LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 10

12 Satisfaction Ratings for DMS Products and Services Data security Basic reporting capabilities Donor relationship tracking (family, professional) Technical and customer support Data import and export capabilities Product documentation / online help Campaign management Ease of use, staff and constituents Major gift solicitation, cultivation, moves mgmt Cost and ease of upgrade options Support for recurring donations Average rating Advanced reporting, BI Fundraising campaign planning and mgmt Development direction of the product Online donation capabilities Planned giving cultivation and mgmt Integration of online, mail, and other marketing Integration with internal systems Options to extend product through toolkit or API Mobile access for staff Events management Website / CMS integration capabilities Support for affiliates or component orgs / chapters Overall e-commerce capabilities Member / donor self-service, eg contact info Peer-to-peer / personal fundraising Customize e-commerce / donation web pages 360 view of donors including social Mobile for donors include online donations Excludes custom and office applications Average satisfaction ratings on a 10-point scale LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 11

13 Importance Respondents are also asked to rate the importance of each of the detailed items to provide a context for satisfaction ratings. The data presented includes all organizations. There are few differences in importance ratings across organization size and current type of donor management solution. Larger organizations place somewhat greater importance on tools for major gift giving (major donor cultivation, planned giving support), higher level analysis capabilities, technical options to customize the product, and support for affiliated organizations. However, even within these areas, the differences are small. Importance of Donor Management Solution Functionality Ease of use, staff and constituents Basic reporting capabilities Data security Data import and export capabilities Technical and customer support Cost and ease of upgrade options Integration of online, mail, and other marketing Donor relationship tracking (family, professional) Integration with internal systems Product documentation / online help Support for recurring donations Advanced reporting, BI Online donation capabilities Major gift solicitation, cultivation, moves management Campaign management Fundraising campaign planning and management Website / CMS integration capabilities 360 view of donors including social Events management Planned giving cultivation and management Customize e-commerce / donation web pages Development direction of the product Mobile for donors include online donations Overall e-commerce capabilities Member / donor self-service, eg contact info Mobile access for staff Peer-to-peer / personal fundraising Options to extend product w/ toolkit or API Support for affiliates or component orgs / chapters 0% 20% 40% 60% 80% 100% Very Important Somewhat Important Neither Important nor Unimportant Somewhat Unimportant Very Unimportant LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 12

14 Methodology and Sample Demographics The Lehman Reports Donor Management Study is based on an online survey of nonprofits conducted during October-November, invitations and reminders were distributed using the NTEN contact list augmented by a commercial list of nonprofit contacts. Each survey respondent is encouraged to suggest an additional or alternate contact within the organization and many do so. A total of 1,481 fully completed surveys from nonprofit organizations were recorded. After weighting to adjust for multiple organization entries, the analysis dataset includes a total of 1,399 responses. A weighting system was also developed to balance the sample by organization size for selected full-sample analyses. This weighting is based on a dataset of 990 filings by 501c3 organizations with at least $100K in contributions, grants, and gifts. The response set includes data for all sizes of organizations, with categories ranging from less than $500K to over $25M. However, a review of both the distribution and returned sample suggests that study findings are most representative of organizations with annual budgets of at least $500K. Sample Demographics The sample is a good cross-section of nonprofits who engage in fundraising with major donors and / or individual contributors. Three-quarters are using a donor management product with most of the remainder managing donor records using an office database such as Microsoft Excel and Access. Given the title and description of this research, it would be expected that nonprofits who engage in fundraising and use some type of system to manage donor records would respond at higher rates. This appears to be the case. While this has an impact on calculations on a few items such as product share of the total nonprofit market, it is likely to have little impact on the key findings of the study that relate to organizations using donor management systems, and specifically, to the installed base of donor management products. All data presented in this section are the actual response distributions, adjusted only for duplicate organization responses. As noted in several charts, many of the overall findings presented elsewhere in the report are weighted by organization size. The weighting is based on an analysis of 990 forms for 501c3 organizations citing at least $100K in contributions, grants, or gifts. The majority of responses come from charitable organizations and other nonprofits. The most frequently cited programmatic focus areas are education, human services, health and youth. Many organizations indicated more than one programmatic focus. LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 13

15 3% 4% 5% 25% 2% 9% Type of Organization 52% Charitable organization Other nonprofit Advocacy network Trade or professional association Philanthropic foundation Public sector / government Other (please specify) Education Human Services Health Youth Public / Social Benefit Arts / Culture Environmental Civil Rights / Advocacy Faith-based Housing International Employment Legal None of these Programmatic Focus 7% 6% 4% 2% 16% 13% 12% 11% 11% 10% 20% 27% 24% 34% 0% 10% 20% 30% 40% Percentage of organizations (adds to more than 100%) LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 14

16 The majority of the returned sample consists of smaller organizations and most lack even one dedicated IT staff member. Still, given that the vast majority of nonprofits are small, the sample is actually somewhat over-representative of large organizations. 9% 11% Annual Budget 25% Less than $500K $ K $1-1.9M 10% 17% 14% 14% $2-4.9M $5-9.9M $ M $25M and Over 18% 10% 4% 5% 7% 7% 5% Staff Size 18% 17% 9% No paid staff or more 15% 16% 4% 5% 1% 3% IT Staff Size 56% No dedicated IT staff or more LEHMAN ASSOCIATES, LLC All Rights Reserved, 2014 Page 15

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