A new report was released last week called The 2013 eNonprofit Benchmarks Study. Put out by the Non-Profit Technology Network and M+R Strategic Services, it looked at hundreds of non-profit and charity organizations in the States in every non-profit sector, and analyzed how their online fundraising was doing, especially focusing on e-newsletter campaigns.
You can check out the results in the cool infographic below, but here are some of the highlights:
- Overall, the news is good. E-newsletters, which are the backbone of many NFP fundraising campaigns, experienced a 15% overall growth in list size. Online campaigns are also mostly up–by 21% (except for International charities, which experienced a decline). E-newsletter open rates were around 13-14%, but click-throughs were down.
- In terms of social media, growth of followers of NFP orgs was up, especially on Twitter. But, having said that, for each 1,000 e-newsletter subscribers an org has, they only have 149 Facebook Fans and 53 Twitter followers, which, to me, shows that, while there’s been growth, there is still a lot of work to be done in this area.
- Part of the reason social media might be lagging a bit is because it is harder to prove ROI with a FB page or a Twitter account, whereas with e-newsletters, it’s easier to track, via click-throughs, whether or not people are completing the donation. Additionally, we know that donor bases still tend to be older, and therefore more comfortable with e-mail than with social media, which tends to be populated by a younger demographic.
Download the entire report for yourself here.
If you enjoyed this post, make sure you subscribe to my RSS feed. You can also Subscribe via email.
(Visited 169 times, 1 visits today)