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The 2013 eNonprofit Benchmarks Study

Lori Halley 08 May 2013 0 comments

In late March, M+R Strategic Services and the Nonprofit Technology Network (NTEN) released their 2013 eNonprofit Benchmarks Study. This year, researchers “crunched data" on email, fundraising, advocacy, social media, and mobile from 55 of the nation’s leading nonprofits in the environmental, international, wildlife and animal welfare, rights, and health sectors.

The report’s authors “emphasize that the 2013 study represents just a single snapshot in time, and the make-up of the participating nonprofits varies from year to year create a snapshot of their online performance in 2012.” But the data points they analyzed are pretty impressive including:

  • 1.6 billion email messages sent to over 45 million subscribers;
  • 6.5 million online gifts totaling $438 million raised;
  • 7.3 million advocacy actions.

Here are some highlights from the study:

It offered good news...

  • Online [fundraising] revenue grew by 21%  in 2012 - with one-time gifts making up the bulk of online giving, but revenue from monthly giving programs grew 43%
  • Email fundraising still accounts for 33% of overall online giving
  • Email list sizes for study participants grew by 15% and email open rates remain steady
  • Social media audience sizes grew in 2012 — with a 46% median increase of Facebook Fans and a 264% increase in Twitter Followers. (But to put this in perspective - for every 1,000 email subscribers, groups in this study have 149 Facebook Fans and 53 Twitter Followers.)

But also offered some cautionary insight...

  • Click-through rates were down for all sectors at 1.7% (down 22%), with fundraising message click-through rates at 0.42% (down by 27%)
  • The drop in click-through rates hurt response rates (the percentage of email recipients who took the main action in the email), with fundraising response rates dropping to 0.07% (a decrease of 21%) and advocacy response rates at 3.5% (an 8% drop)

Establishing your own benchmarks

As the report’s authors suggest in the “So What Now” section of the introduction:

One last thing before we get down to it: remember that the most important benchmarks are your OWN benchmarks. Establishing benchmarks for your own program will help you see what’s working, what’s not, and where your biggest missed opportunities lie—and will allow you to make more informed comparisons to the averages and trends in this study.

Check out the infographic and the full report

You can see the “essential data" they gathered about online fundraising, advocacy and social media” by clicking on the infographic or you can download the full 2013 eNonprofit Benchmarks Study report here: http://www.e-benchmarksstudy.com/

Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Wednesday, 08 May 2013 at 8:30 AM
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