A total 52,886 donations were given during the 24-hour, online giving day raising more than $7.8 million from 18,767 donors.

On May 24, 2017, a record 923 nonprofit organizations shared their stories of impact and rallied donors across the region during the fifth annual Omaha Gives. A total 52,886 donations were given during the 24-hour, online giving day raising more than $7.8 million from 18,767 donors. Since its inception in 2013, the giving day has now raised more than $35 million from a cumulative 200,000 donations for nonprofit organizations throughout Douglas, Sarpy, and Pottawattamie Counties. In addition to a record number of donations and donors, highlights of the giving day included $486,219 in challenge funds secured by individual nonprofit organizations,and nearly400 community members utilizing personal cheer pages to engage their own social networks on behalf of favorite nonprofits. Omaha Gives! has been one of the most successful giving days in the country since it began five years ago an impressive feat for the region. Year after year the Omaha community has surpassed expectations and come together not only to give, but to raise awareness about the area s nonprofit community. This report offers insight into the experiences of both nonprofits and donors who participated in Omaha Gives. Data was collected from the Omaha Gives platform and post-event surveys of participating nonprofits and donors. Some highlights include: A record number of donations were given this year, despite a lower number of donors, which means Omaha Gives donors are increasing the number of nonprofits they support. The percentage of first-time donations has remained fairly consistent at about 33% since the giving day began in 2013. While large organizations (budgets over $500,000) typically raise the most money from Omaha Gives, small organizations (budgets under $100,000) earned one-third of the prizes. RAISED NONPROFITS MILLION FROM OF THOSE DONATIONS CAME FROM FIRST-TIME DONORS WHO MADE A RECORD DONATIONS DONORS Omaha Gives! 2017 Evaluation Report 2

WHO PARTICIPATED? In 2017, 923 nonprofits participated, up 17% from the previous year. Almost half (45%) of participating organizations had budgets less than $100,000, while 21 percent of participating organizations had budgets of more than $1 million. Organizations were usually located in the metro area, with 98% of all participating organizations located in Douglas, Pottawattamie, or Sarpy Counties. The two percent of organizations with locations outside of these counties, have at least 50% of their expenses or funding support come from the three-county area. The top three categories that participating organizations identified as their primary focus area were health, education, or religion. 156 146 118 112 87 70 53 44 43 34 25 16 14 5 923 FOR EVERY WENT TO AN EDUCATION-FOCUSED NONPROFIT Consistent with previous years, organizations most often reported that they participated in Omaha Gives to: RAISE FUNDS REACH NEW DONORS PARTICIPATE IN A COMMUNITY WIDE EVENT Omaha Gives! 2017 Evaluation Report 3

HOW MUCH DID THEY RAISE? During the 2017 Omaha Gives, $7,840,164 was raised, including all incentives. This year was the first year that bonus dollars ($300,000 in 2016) were not offered to nonprofits. In past years, bonus dollars were a percentage match of the total raised, given to each participating nonprofit by the Foundation. Collectively, nonprofits who identified as Education, Health, Religious, or Arts and Culture organizations raised the most money. For every $4 donated overall, $1 went to an education-focused nonprofit. The percentage raised by nonprofits within a specific area was consistent with the percentage of nonprofits participating in that area, except for Education which was 25% of the total dollars raised, but only 16% of the nonprofits registered. 25% Program Area 17% 16% 14% 13% 12% 12% 11% 9% 8% 10% % of $ Raised 6% 6% 6% 4% 5% 5% 5% 4% 3% 3% 3% 1% 2% 2% 1% 1% Health Education Religious TOP PERFORMING ORGANIZATIONS Arts & Culture Youth Development Human Services Community Improvement Animal Neighborhoods Workforce Social Advocacy Environment Safety Transportation Of the five organizations that raised the most money, two were nonprofits focused on neighborhoods, and one was a human services organization. All the top five performing organizations have budgets over $1 million. Of the top five performing organizations, only one ranked in the top five organizations with the most unique donors. For the second year in a row, the Nebraska Humane Society had the most unique donors and the Siena Francis House had the second highest number of unique donors. $ Raised # of Unique Donors Marian High School Habitat for Humanity Abide Siena Francis House Creighton Prep $314,827 $199,477 $154,621 $154,621 $150,049 Nebraska Humane Society Siena Francis House Food Bank for the Heartland Planned Parenthood of the Heartland Open Door Mission 1,585 928 515 466 420 Omaha Gives! 2017 Evaluation Report 4

Nonprofits reported that the average costs to raise $1 was higher this year at $0.64, compared to $0.39 in 2016. Nonprofits return on investment (ROI) was higher this year at $29, compared to $24 in 2016. 2017 Total Amount Raised Total Amount Spent on Omaha Gives Rate of Return Return on Investment Cost to Raise $1 Average Median Range Total $10,238 $3,800 $0-$262,416 $3,102,255 $833 $451 $20-$11,218 $252,472 2840% 663% (-100%) - 180106% $29.40 $7.63 $0-$1,802.06 $0.64 $0.13 $0-$24.79 N = 303 Orgs. PERSONAL CHEER PAGES For the second year, individuals could create cheer pages to support a favorite nonprofit. The cheer pages allow donors to create a custom web page with photos, set a fundraising goal, and raise money from their own social networks on behalf of an organization(s) of their choosing. This year, 92 organizations up from 77 the year before had at least one cheer page than in 2016. organizations had at least one cheer page cheer pages with goals to raise was raised in total through cheer pages of the cheer pages met their goal CHALLENGE FUNDS Nonprofits could raise their own challenge funds to encourage others to give. Challenge funds must either have been a match based on dollar per dollar, dollar per donor, or a stretch goal to raise a certain amount. NONPROFIT ORGANIZATIONS CHALLENGE FUNDS AVAILABLE WITH CHALLENGE FUNDS THAT RANGE FROM RAISING ON AVERAGE CHALLENGE FUNDS RAISED PER PARTICIPATING NONPROFIT Omaha Gives! 2017 Evaluation Report 5

PRIZES Since Omaha Gives launched in 2013, prizes have been a key part of the incentive pool that nonprofits are eligible to receive. Nonprofits use the prizes to create a sense of urgency for donors to give, prizes also help ensure that donors gifts go farther. There are two types of prizes available: participation prizes are awarded to the top five nonprofits with the most donors within each 12-hour block, while hourly prizes are awarded randomly to organizations during each hour throughout the day. In total, $115,680 in prizes were awarded to nonprofits throughout the day. This year, there was a slightly larger prize pool available for nonprofits ($1,680 more than in 2016), and two hourly prizes of $535 were drawn each hour for a total of 48 hourly prizes (up from 24 the previous year). An organization in each of the 14 service categories won at least an hourly prize or a participation prize throughout the day. Organizations with budgets under $100,000 earned one in every three prizes. Organization Budget: Less than $100,000 $100,000-$249,999 $250,000-$499,999 $500,000-$999,999 $1 to $5 million $5 to $10 million $10-$100 million More than $100 million # of Prizes Won 4 5 6 1 12 14 19 32 NONPROFIT FEEDBACK Following each Omaha Gives, a survey is sent out to nonprofits to gather feedback on their experiences participating in the giving day. Each year their responses are incorporated into updates and changes made for the next Omaha Gives. Consistent with previous years, over three-fourths of nonprofits found the platform easy to use, and plan to participate again. The Omaha Gives platform was easy to use... Our overall experience with Omaha Gives was good... We are very likely to participate in future Omaha Gives... respondents reported respondents reported respondents reported Organizations with budgets less than $5 million were more likely to say that the general marketing and awareness is the most important feature of the giving day. Top three most important features of Omaha Gives identified by nonprofits The marketing and general awareness that Omaha Gives provides The visibility to new donors Bonus Dollars Omaha Gives! 2017 Evaluation Report 6

NEW GIVING AND ROI In 2017, there were 15,802 donations given to nonprofits by first-time donors to that organization, totaling over $900,000 in new giving. In the post-event survey, we asked nonprofits participating in 2016 about their overall funding for that year. Seventy-six percent of respondents said that their total funding had increased in 2016; this was consistent with responses from previous years. Over three-fourths of organizations said their funding had increased for the year after participating in Omaha Gives 2016. INCREASED FUNDING (76%) NO EFFECT OR DECREASED (24%) BONUS DOLLARS This was the first year that bonus dollars were not offered to nonprofits. In the post-event survey, nonprofits were asked whether they knew that bonus dollars were not offered and how that might impact their future participation in Omaha Gives. While a third said they did not know bonus dollars were not offered, more than three-fourths of respondents said the lack of bonus dollars would not affect their future participation in the giving day. Will removing bonus dollars affect your participation? Neutral - this won t change our participation in future Omaha Gives Other This change may impact our participation - we participate because we feel obligated 8% 6% 84% We likely won t participate in future Omaha Gives days. 1% HOW DONORS GAVE This year, 18,767 unique donors gave $7,139,712 for a total of 52,886 donations. 2017 set a new record with the largest number of donations given since the day began in 2013. Omaha Gives donors could give in one of three ways: using an Omaha Community Foundation (OCF) Donor Account, a credit card, or through an electronic funds transfer (EFT). OCF account holders gave about $800,000 less in 2017 than they did in 2016 ($3.3M vs. $4.1), but gave approximately the same total amount as Omaha Gives donors who used a credit card for their donation. Similar to 2016, over three-fourths of all donations came from donors using a credit card. E-CHECK OCF ACCOUNT E-CHECK OCF ACCOUNT CREDIT CARD CREDIT CARD $ GIVEN DONATIONS Omaha Gives! 2017 Evaluation Report 7

Similar to 2016, the majority of donations were under $100. 33% of gifts were under $20 62% of gifts were under $50 78% of gifts were under $100 OF ALL UNIQUE DONORS GAVE ONLY ONE DONATION DURING THE GIVING DAY. Donations throughout the day steadily increased with a jump in the afternoon. The most donations came during the 9AM hour, while the most money was given during the 1PM hour. $ Donated # of Donations $500,000 4000 $450,000 $475,297 3,667 3500 $400,000 $350,000 2,906 $404,452 3,291 3000 $300,000 2500 $250,000 $272,030 $252,614 2000 $200,000 1500 Amount Donated ($) Number of Donations $150,000 $100,000 $50,000 $ - 12:00-1:00 1:00-2:00 2:00-3:00 3:00-4:00 4:00-5:00 5:00-6:00 6:00-7:00 7:00-8:00 8:00-9:00 9:00-10:00 10:00-11:00 11:00-12:00 12:00-1:00 1:00-2:00 2:00-3:00 3:00-4:00 4:00-5:00 5:00-6:00 6:00-7:00 7:00-8:00 8:00-9:00 9:00-10:00 10:00-11:00 11:00-12:00 1000 500 0 AM PM For the second year, Omaha Gives donors could choose to make their donation a recurring gift. This recurring gift could be set on a weekly, monthly, quarterly, or yearly cycle. Donors could also designate when the recurring gift would end, whether that was when the total donation reached a certain amount, a certain period, or never. A total of 86 donations were set as recurring gifts this year which surpassed the 61 recurring donations set in 2016. Recurring Gifts Weekly Gifts Monthly Quarterly Gifts Yearly Gifts TOTAL Number with end date 1 69 11 5 86 Total value for those with an end date $500 $19,685 $3,680 $8,150 $32,015 Number with no end date 0 26 6 13 45 $ value of those gifts over 10 years $0 $63,120 $7,300 $5,600 $76,020 Omaha Gives! 2017 Evaluation Report 8

WHY DID DONORS GIVE? Each year, immediately following the giving day, a survey is sent out to all donors who gave during Omaha Gives. This survey helps collect feedback on the experiences of donors during the day and recommendations for improvement. Nine in 10 donors reported they had a good experience with Omaha Gives and indicated they will participate in the future. My overall experience of Omaha Gives 2017 was good or excellent My experience making a donation on the Omaha Gives 2017 website was good or excellent I am very likely to make a donation to future Omaha Gives days 92% of respondents 89% of respondents 90% of respondents When asked in the post-event survey, donors most frequently said they gave because they wanted to: DONATE to a nonprofit they regularly support HELP my favorite nonprofit receive challenge funds and prizes PARTICIPATE in a community-wide event because I care about the metro Donors gave almost $1 million in new gifts during Omaha Gives 2017. When asked how they learned about an organization they gave to, donors most commonly noted that they searched through the OmahaGives.org website (25%) or they learned about the organization from a friend (23%). Over three-fourths of Omaha Gives donors agreed that they would continue to support new organizations that they gave to. I will continue to support organizations I gave to for first time. Agree Neutral Disagree 4% 14% 82% Omaha Gives! 2017 Evaluation Report 9

SOCIAL MEDIA 43,000 users accessed OmahaGives.org on May 24 and 49% were new visitors to the site. FACEBOOK New Page Likes Total reach in the month of May: TWITTER New Followers Engagements during the month of May (link clicks, retweets, likes, replies): INSTAGRAM New Followers Post engagements (likes and comments) during the month of May: YEAR-ROUND GIVING Following the 2015 Omaha Gives Day, the giving platform became available for donors and nonprofits to use year-round. There was a gradual increase in giving in late 2015 into early 2016. Since then, there has been increased promotion of the year-round platform, resulting in a higher use in the last months of 2016 for year-end giving. Year-Round Giving 450% increase over 2016! $30,000 $29,572 $25,000 $20,000 $19,742 $15,000 $10,000 $10,733 $8,730 $11,337 $7,301 $5,000 $ - LEARNINGS $245 $100 $185 $25 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 $1,837 Dec-15 Jan-16 Feb-16 $1,121 $100 Mar-16 Apr-16 Based on the results of Omaha Gives 2017, there are some key items that could be improved upon or enhanced to make the day even more successful for both nonprofits and donors: Omaha Gives continues to be most valuable for nonprofits because of the awareness and recognition that it brings to the nonprofit sector as whole. While this value is not always quantifiable, it is one of the most important drivers for nonprofits to participate and should not be underestimated. Incentives continue to be a key for donors to give and a benefit that all participating organizations gain value from, regardless of budget size or service type. Incentives (prizes, or otherwise) should continue to be offered to create a sense of urgency for both donors and nonprofits. Even though the total number of donations are going up, the number of unique donors (a key goal of this event) decreased in 2017. Additional focus and resources should be put towards engaging a new audience of donors. May-16 For the second year, a low percentage of the cheer pages are meeting their fundraising goal. Additional training and guidance on how to use these pages is needed, both for the nonprofits and the individuals who are electing to fundraise via the Cheer Page function. Jun-16 Jul-16 Aug-16 Sep-16 $6,714 Oct-16 Nov-16 $2,298 Dec-16 Jan-17 $2,961 Feb-17 Mar-17 $2,134 Apr-17 Omaha Gives! 2017 Evaluation Report 10

Omaha Gives has raised more than $35 million for this community since the first giving day in 2013. Throughout the past five years there has been incredible growth in the number of nonprofits participating, as well as the number of donations given during the day. 2013 2014 2015 2016 2017 million million million million million NONPROFITS Since 2013, the number of participating nonprofits has grown over 300%. In total, 1,053 nonprofits have participated at least one year in the last five years. There have been 255 nonprofits that have participated all five years, and 63% that have participated for three or more years. The longer an organization has participated in Omaha Gives, the more likely they were to see an increase in their total amount raised. However, regardless of whether a nonprofit participated in Omaha Gives for 3, 4, or 5 years, around 50% increased their number of unique donors. Participated for 3 Years Participated for 4 Years Participated for 5 Years Increased $ Raised Participated for 3 Years Participated for 4 Years Participated for 5 Years Increased # of Unique Donors Omaha Gives! 2017 Evaluation Report 11

DONORS Over the last five years we have seen that people are making a higher number of donations and are giving to more nonprofits. 2013 2014 2015 2016 2017 Unique Donors 11,075 18,112 20,684 18,915 18,767 Total Donations 19,038 35,600 47,131 46,251 48,264 Average # of NPs Supported 1.7 2 2.3 2.5 2.6 Average Donation per Donor $227 $304 $381 $421 $381 New Gifts ($) - - $885,071 $1,036,378 $930,000 % of Donations Under $100 84% 79% 78% 77% 78% Incentives $565,000 $852,000 $993,772 $1,036,446 $700,452 The largest increase year-over-year has been in the total number of donations made throughout the day. Donations have increased, even as the amount of incentives and the total amount raised have both declined. Omaha Gives Growth 2013 to 2017 Total Donations 154% Unique Donors 69% Average Donation per Donor 68% Average # of Nonprofits Supported 53% Incentives can be a strong motivator for donors. Research has shown that when you know that your donation will go farther, you are more likely to give. In 2017, for every dollar of incentive available, over $10 was raised. The amount raised per incentive dollar has grown almost every year since 2013. 2013 2014 2015 2016 2017 Omaha Gives! 2017 Evaluation Report 12

MEDIA + DIGITAL ENGAGEMENT As the number of donations and participating nonprofits has grown throughout the last five years, we have also witnessed a steady growth in local media interest and general community awareness. This has included both traditional and social media. Each year of Omaha Gives, the #OmahaGives hashtag has trended regionally on Twitter throughout the giving day. In addition, Omaha Gives regularly attracts hundreds of new followers each year to the Omaha Community Foundation s main social platforms (Facebook, Twitter, Instagram), and garners tens of thousands of social media impressions throughout the day. Both the number of media hits earned, and total media saturation throughout the community, continues to help increase awareness and excitement for donors and participating nonprofits alike. Web Traffic to OmahaGives.org during the Giving Day 2013 2014 2015 2016 2017 Total recorded number of users to OmahaGives.org (2/24/14 through 12/31/17): * USERS USERS USERS USERS *In 2015, we saw a large spike in traffic, coverage, and users to the site overall as a result of the tragic death of Omaha Police Officer Kerrie Orozco which occurred during Omaha Gives! The Omaha Police Foundation s commitment to taking funds raised during Omaha Gives in her honor helped propel their fundraising results. LOOKING FORWARD Over the last five years of Omaha Gives, we have seen heightened attention to the giving day by nonprofits, with more and more participating each year. Yet while the more years a nonprofit has participated in the giving day has correlated to an increase in dollars raised, that does not necessarily mean they have increased the number of donors who give each year. One explanation could be that their donors are just giving more money each year to the nonprofit, and they are able to increase their totals without increasing the number of unique donors. There has also been an increase in the number of donations given during Omaha Gives, and a recognition that incentives are one of the key motivators to encourage donors to participate in the giving day. As Omaha Gives continues to evolve and grow, it will be important to expand the focus on engaging a new audience of donors and increasing new giving to nonprofits. In addition, we must continue to look at how incentives and prizes can be deployed to maintain giving momentum and a sense of urgency for donors and nonprofits alike. 13