Benchmarking Online Presidential Donations
There’s a lot of news today about how much each presidential candidate has raised so far. Not all the candidates have reported, and the amount of information they each disclose on their sites isn’t consistent.
Far from the total amount raised, what’s interesting to me is how much was given online. Hillary raised $26 million – the most of any candidate, and of that $4.2 million was online. In contrast, John Edwards raised less, only $14 million, but $3.3 million was given online. (I can’t find any simliar information for Obama or even Biden, at least not yet.)
So, it’s Edwards 22% online, vs. Clinton 16% online. It could be that these numbers are skewed by all sorts of manipulation behind the scenes. Or maybe the Edwards web staff is doing a better job in this arena, or Edwards’ donors are more web savvy than Clinton’s?
What can we glean from this information? Since these donations are highly motivated — let’s just say that somewhere between 15% to 20% is now a good benchmark to aim for. For arts organizations, where donors are likely to be less motivated, shall we discount this by, say, half?
Is your organization bringing in 7% – 10% of your donations online?