Entries in Nonprofit Benchmark Studies (6)
M+R and NTEN CMS, Email, Fundraising Benchmarks Study
NTEN and M+R Strategic Services have released their 2008 eNonprofit Benchmarks Study at http://www.e-benchmarks.com/.
The study presents data from January 2006 through December 2007, covering 21 major nonprofit organizations that use four different major CMS platforms. Here's what you'll find:
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Email Messaging:
Current benchmarks for open, click-through, response and page conversion rates
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Email List Size:
How much 'churn' should you anticipate and how quickly are email lists growing?
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Online Fundraising:
A look at growth in online giving, yearly patterns of giving, average gift size, monthly giving and fundraising messaging rates
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Online Advocacy:
How are advocacy open, click-through, page completion and response rates changing and what impact are super-activists having?
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Reference Sheet:
Keep the benchmark rates at your finger tips with this handy reference sheet!
More benchmark articles can be found here.
Justin Perkins
in Online Fundraising, Online Marketing, Nonprofit Benchmark Studies
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Convio Online Marketing Nonprofit Benchmarks Released
Convio recently released their second annual nonprofit online marketing benchmarks study. Don't let the lengthy sign-up form scare you, we're sure you'll find tons of worthwhile information in there, including benchmarks on:
- Web site traffic
- Registration rate
- Email file size
- Online revenue: fundraising, eCommerce, growth, average gifts, and value of an email address
- Email appeals: open rates, click-through rates, response rates
- Email newsletters: open and click-through rates
- Legislative activity
James O'Malley
in Email Marketing, Marketing Research, Nonprofit Benchmark Studies
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Is It Worth It? An ROI Calculator for Social Network Campaigns
Wonder if you should spend your time campaigning in social networks?You can use this tool to calculate an estimate of cost and return on investment for the recruitment and fundraising efforts of your staff in social networking sites like Facebook or MySpace.
Click through to start calculating!
Receive monthly updates
Justin Perkins
in Online Fundraising, Trends, Online Marketing, Social Networking, Marketing Research, Nonprofit Benchmark Studies
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M&R, Convio, Target Nonprofit Online eBenchmark Study
M&R needs no introduction, so I was happy to learn that they have recently released a summary/review of three of the latest online benchmark studies. One of the studies is by M&R, while the other two are from Convio and DonorDigital/Target Analyis Group.
According to Eve Fox, "the reviews include a summary of the main findings on which all three studies agree, as well as additional points of interest from individual studies."
The summary states that "though the data differs somewhat among the studies, one point is perfectly clear: the Internet is the place for nonprofits to invest!" The report's optimism stems from the fact that online giving is on the rise, and nonprofits have taken advantage of the internet to respond quickly to breaking news and opportunities to garner donations. Growing email lists have also generated a larger number of successful advocacy actions.
The summary also shows that in general, numbers for online donations are nearly double those of offline donations for most organizations. The demographics of internet donors also mean huge opportunities to increase revenue by targeting your fundraising activities on the internet.
The report elaborates on these findings and provides statistics, tables and encouraging conclusions for all of us in the world of online advocacy. Be sure to check out this very useful tool for shaping your online marketing efforts.
The summary is available as a .pdf download.
Hatef Yamini
in Marketing Research, Nonprofit Benchmark Studies
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Why Open Rates Are Dropping
By Karen Matheson & Eve Fox, M+R Strategic Services
Open rates are dropping like flies. When we examined data from 15 national non-profit groups for the eNonprofit Benchmarks Study earlier this year we found a steady, striking decline in email open rates across all the groups over the past two years -- average open rates for the groups fell by 6%.
This decline may sound like terrible news for any organization that communicates with its members, constituents, activists, or donors online but please don't commit hara-kiri yet! Happily, we did not find a corresponding decline in page completion or response rates. At first glance, this discrepancy seems truly puzzling. Shouldn’t fewer people be responding to these emails if fewer people are opening them in the first place? Read More (pdf)
Justin Perkins
in Email Marketing, Guest Blogs, Direct Marketing, Nonprofit Benchmark Studies
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Skip the Small Talk
By Eve Fox, Vice President, M+R Strategic Services:
Thinking about sending out a carefully crafted welcome message to help introduce new list members to your organization and get them engaged in your work? Better think again!
If your goal is to cultivate good activists and/or donors, it seems you might be better served by skipping the "welcome" message(s) altogether. Data from tests we recently conducted for several of our nonprofit clients has shown that "welcome" messages are not the most effective first communication for new subscribers.
So What Does Work?
Justin Perkins
in Email Marketing, Guest Blogs, Nonprofit Benchmark Studies
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