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Monthly Archives: August 2013

We’ve been crossing milestones left and right this summer. Earlier this month we topped 600,000 ActBlue Express donors. These are folks who have saved their credit card information with us, and let me tell you these people are awesome.

Keep in mind that when a donor signs up for ActBlue Express and gives to one entity (our word for a candidate, committee or non-profit listed on ActBlue), they can use their account to give to any other entity listed on ActBlue. It’s one of the biggest examples of ActBlue’s strength as a fundraising platform. We’re growing the pie, not eating it.

If you manage a sizable email list, a healthy percentage of your list members will be ActBlue Express donors, whether you’ve used ActBlue in the past or not. We’ve even seen groups start out fundraising on ActBlue receiving 40% of their donations from Express users.

Here’s why ActBlue Express donors are so incredible. They give 72.9% more frequently than non-Express donors. Yeah, that’s a pretty eye-popping number. These donors also give more money than other donors. The median amount of their lifetime giving is $84 (mean $284). Our site wide median is $50 (mean $237).

50.3% of Express donors have donated to more than one entity. That’s significantly more than the 39.3% of average donors. ActBlue Express donors can and indeed do save their credit card information while donating to one entity and then are able to donate to another group or candidate with fewer clicks.

Not surprisingly, these folks convert at a much better rate: 5.7 times higher on regular forms. It’s even better on mobile, where they convert 14.5 times higher than non-Express visitors. That makes a lot of sense: who really wants to pull out their credit card and type it into phone? With more and more emails being read on some sort of mobile device it’s crucial that we remove the barriers to donating on mobile. (Stay tuned for some new exciting new info about our mobile optimization efforts!)

The growth of Express users has been fairly cyclical–check out that huge spike around the election last year.

express growth chart

Still, we’ve seen solid growth each month, even this off year, as candidates reach out to donors early in the cycle. Plus, more and more organizations are using ActBlue these days and building a base of Express donors.

For a little fun, go into the way back machine and look at this post from 2011, when we changed the sign-up process for Express. Removing one click caused a five-fold conversion rate increase.

And that’s sorta the whole point. The easier it is for donors to give, the more likely they are to contribute to you and all of the other candidates, non-profits and committees listed on ActBlue.

Here’s a crazy fact for you: 70.37% of the money raised on ActBlue has come from donors who give to more than one candidate or committee. Yep, you read that right (and we triple checked it).

We’ve long known that one of the greatest strengths of ActBlue is a huge community of grassroots donors that give not just to their local representative, but to organizations and candidates across the country. But that stat really brings it home. And here’s some more:

Over 1.6 million distinct donors have contributed via ActBlue, but 39.33% have donated to more than one Democratic committee, candidate or non-profit, which we call entities for short. In fact, those who have donated to more than one committee or candidate on ActBlue average over six distinct entities overall. That’s why we’ve ended up with a large percentage of money coming from a core group of donors. There are a large number of donors that give to lots of different candidates, committees and non-profit organizations, big and small. These donors are the lifeblood of the left.

Here’s the breakdown of how many entities these donors gave to.

multiple entity pie chart

(Yep, you’re seeing a bit of a difference between mean and median in terms of number of entities these multiple entity donors are giving to.)

ActBlue donors tend not to be transient, but rather long-term community members who come together on ActBlue to connect with organizations and causes which they support. And 600,000 of them have saved their credit card information with us to become ActBlue Express donors.

ActBlue donors who give to multiple entities don’t just contribute more money, they also contribute at the most important times. The percentage of dollars given by supporters who donate to multiple candidates/organizations/committees increases in election years, meaning that these ActBlue users turn out to support candidates and committees with even greater commitment when it really counts.

Now, just because these dedicated ActBlue donors give more money doesn’t mean that they are just max-out donors who crowd out the grassroots. The most common donation amount (median) among multiple-entity donors is exactly the same as single-entity donors: $25. This pattern of donating perfectly reflects our ethos here at ActBlue — a community of grassroots donors who will be there to chip in to support a recall election in Wisconsin and support a campaign to expand Social Security a year later.

These folks are positive proof that fundraising is not a zero-sum game, and the biggest reason why the left keeps outpacing the Republicans online.

But these donors didn’t manifest overnight. They’re part of this community because of the commitment thousands of campaigns and organizations have made to reaching out to donors via email and social media. At ActBlue, we’ve made it easier for donors to give by streamlining and centralizing the contribution process with projects like ActBlue Express and mobile forms. And nothing would make us happier than seeing these numbers grow every single year.

July is typically the slowest month in politics with donors and staffers alike heading out of town. But this month was anything but dull. We processed $5.75 million in contributions from 162,935 donations, which helped us top $400 million and six million contributions!

Check out our how July stacked up against the last few years:


  July ’10 July ’11 July ’12 July ’13
Contributions 21,078 66,746 200,193 162,935
Volume ($) $2,424,679.54 $2,678,159.69 $8,342,134.24 $5,750,964.28
Mean Donation $115.03 $40.12 $41.67 $35.30
Committees 1,376 861 1,836 1,232


That money went to 1,232 candidates and organizations this month, and about 10,181 since we founded ActBlue in 2004. That’s a pretty big increase over 2011, the last off year, which means incumbents and organizations that were around last cycle are getting an earlier and stronger start to their fundraising.

The average donation size was down to just $35.30, compared with $40.12 in 2011 and $115.03 in 2010, meaning more and more small dollar donors are becoming part of the political process. ActBlue’s volume – the total amount donors like you gave – was up 115% from 2011, while the number of committees raising was up 43%. As we mentioned in May, this is a really good sign for Democratic candidates in 2014 and shows the strength of progressive non-profits.

We’re always trying to foster more community between donors and organizations, which is why we’ve been advising campaigns to ask for recurring donations for years. Despite the fact that recurring contributions raise a whole lot more money (you can check out this blog post for details), they also help campaigns build a relationship with donors and provide a steady income. That means smarter budgeting and strategic planning for campaigns and organizations.

We checked out the numbers across ActBlue and found out that 497,411, or 8.54% of all donations this past month were part of a recurring commitment, compared with just 6.66% in 2011. While that’s really good progress, our goal is to see that number grow even more!





When we hit big milestones here we get pretty excited, and sometimes break out the bubbly for oh about a minute, and then rush to share the news with you. While we put in a lot of work to make the system function, it’s really you – our donors, campaigns, and organizations – who have built ActBlue. That’s why we want to give a shootout to the person who gave the 400 millionth dollar via ActBlue.

Turns out it was a pretty typical ActBlue donor; someone who uses ActBlue to connect with and support the candidates and causes that are meaningful to them through small dollar donations. Her name is Joan and she’s given between $3 and $25 to Democratic committees every couple of months since the beginning of 2012. Her latest donation, $10 to Democracy for America (DFA), was in support of a campaign to expand Social Security. While we’ve been counting down the days until we hit $400 million, we’re equally excited the fact that it came from over 6 million contributions. That’s a lot of democratic participation!

The best part about hitting that $400 million dollar mark is that half a billion dollars for Democratic candidates and progressive causes is now in our sights. The only question is when. We’re taking bets on it at our office, but as donors you’ll be determining the answer with your dollars. I’d say it’ll happen early next October…followed by a resounding victory for Democrats.

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