logo
    • Magazine
    • Membership
    • Donate
  • Racial Justice
  • Economic Justice
    • Collections
  • Climate Justice
  • Health Justice
  • Leadership
  • CONTENT TYPES
  • Subscribe
  • Webinars
    • Upcoming Webinars
    • Complimentary Webinars
    • Premium On-Demand Webinars
  • Membership
  • Submissions

Benchmarks Study Indicates Trends in Online Giving

Aine Creedon
March 29, 2013
Share
Tweet
Share
Email
Print

Dollar heart

March 26, 2013; Source: Mashable

M+R Strategic Services and NTEN have released their annual eNonprofit Benchmarks Study for 2013, which surveyed 55 nonprofit organizations. Based on an analysis of 1.6 billion e-mail messages sent to 45 million subscribers, the report offers some interesting findings, particularly as to how e-mail marketing remains a main driver of support for online giving. The full study is available to download here, but here’s an infographic featuring some of the key findings in the benchmarks study:

Sign up for our free newsletters

Subscribe to NPQ's newsletters to have our top stories delivered directly to your inbox.

By signing up, you agree to our privacy policy and terms of use, and to receive messages from NPQ and our partners.

Benchmark Study

Overall online revenue increased by 21 percent for the surveyed organizations in comparison to the previous year, and the quantity of donations increase by 20 percent as well. E-mail list growth was also up by 15 percent and one-third of online revenue was tracked to e-mail. The bad news is that the nonprofits included in the study saw a big drop in e-mail response rates – down 21 percent for fundraising messages and down eight percent for advocacy messages. This downward trend has been going on for years now, according to this and past eNonprofit Benchmark studies. International groups took a particularly big hit in 2012, experiencing a 12 percent decrease in online giving and a 40 percent drop in fundraising responses.

Back on the growth side of the chart, nonprofits experienced significant gains on Twitter and Facebook, with Twitter outperforming Facebook by a hefty margin; nonprofits in the study saw Twitter growth of 264 percent in 2013 in comparison to only 46 percent growth on Facebook. Although Twitter’s growth rate was much larger, organizations continue to have a greater social media presence on Facebook, which remains the most popular social media platform. Despite the persistent growth of activity on social media, e-mail lists still deliver the largest base of supporters for organizations. The report estimates that nonprofits average 149 Facebook fans and 53 Twitter followers for every 1,000 e-mail subscribers. –Aine Creedon

Share
Tweet
Share
Email
Print
ABOUT THE AUTHOR
Aine Creedon

Aine Creedon is Nonprofit Quarterly's Digital Publishing Coordinator and has worn many hats at NPQ over the past five years. She has extensive experience with social media, communications and outreach in the nonprofit sector, and spent two years in Americorps programs serving with a handful of organizations across the nation. Aine currently resides in Denver, Colorado where she enjoys hiking with her pups Frida and Tucker. She enjoys volunteering in her free time and also serves on the advisory board for the Young Nonprofit Professionals Network Denver and is the Marketing Liaison for YNPN Denver's Professional Development Committee.

More about: Management and LeadershipOnline GivingTechnology

Become a member

Support independent journalism and knowledge creation for civil society. Become a member of Nonprofit Quarterly.

Members receive unlimited access to our archived and upcoming digital content. NPQ is the leading journal in the nonprofit sector written by social change experts. Gain access to our exclusive library of online courses led by thought leaders and educators providing contextualized information to help nonprofit practitioners make sense of changing conditions and improve infra-structure in their organizations.

Join Today
logo logo logo logo logo
See comments

NPQ_Winter_2022Subscribe Today
You might also like
Hierarchy and Justice
Cyndi Suarez
Why Tech Nonprofits Are Building Digital Tools for Racial Equity and Justice
Sakshi Udavant
Technology for Whom? Owning Our Platforms
Minsun Ji
A Better Way to Do Good: The Case for Comprehensive Community Care
Erin Mulligan Nelson
Grave Work
Phil Jones
How to Make Better Decisions Online
Josh Lerner and Rose Longhurst

Popular Webinars

Remaking the Economy

Black Food Sovereignty, Community Stories

Register Now

Combating Disinformation and Misinformation in 21st-Century Social Movements

Register Now

Remaking the Economy

Closing the Racial Wealth Gap

Register Now
You might also like
Hierarchy and Justice
Cyndi Suarez
Why Tech Nonprofits Are Building Digital Tools for Racial...
Sakshi Udavant
Technology for Whom? Owning Our Platforms
Minsun Ji

Like what you see?

Subscribe to the NPQ newsletter to have our top stories delivered directly to your inbox.

See our newsletters

By signing up, you agree to our privacy policy and terms of use, and to receive messages from NPQ and our partners.

Independent & in your mailbox.

Subscribe today and get a full year of NPQ for just $59.

subscribe
  • About
  • Contact
  • Advertise
  • Copyright
  • Careers

We are using cookies to give you the best experience on our website.

 

Non Profit News | Nonprofit Quarterly
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.