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Non-Profit

Online giving in 2012 grew 10.7% year-over-year. Medium sized organizations ($1M - $10M) experienced the highest amount of growth with a 14.3% year-over-year change. - Blackbaud "The 2012 Charitable Giving Report" (2013)

Education organizations grew their online fundraising the most in 2012 with an increase of 17.9%. - Blackbaud "The 2012 Charitable Giving Report" (2013)

Online giving reached the year’s high in December — accounting for 22.4% of 2012’s online gifts. January was the slowest month of the year for online giving, bringing in only 5% of the year’s online donations. - Blackbaud "The 2012 Charitable Giving Report" (2013)

In 2012, online giving accounted for 7% of all charitable giving. - Blackbaud "The 2012 Charitable Giving Report" (2013)

Online giving grew by about 11% in 2012 compared to 2011. - Blackbaud "The 2012 Charitable Giving Report" (2013)

Organizations with 10,000 or fewer email addresses grew by 26.7 percent in median revenue. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

Usable email files, where organizations have a valid, opted-in email address, grew 11.4 percent compared to 13.5 percent in 2010. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

Organizations with less than 25,000 email addresses had the highest web traffic performance (spiking at an average of 15%), whereas the largest email tier had a growth of only 0.3 percent. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

The rate at which organizations converted website visitors to their email file was 1.9 percent compared to 2.1 percent in 2010. Interestingly enough, organizations in the 250,000 email tier excelled at conversion with 4.9 percent. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

On average, 1.9 percent of monthly unique visitors provided their email addresses to the organization for email updates or by taking an action online. The type of organization with the highest average amount of registration rates was Team Events (10.4%). - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

Organizations with an email database of over 250,000 had the highest registration rate of 4.9%; the smallest organizations with a database of less than 10,000 had a registration rate of 1.2%. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

The median email file size for non-profit organizations is 47,794, slightly down from 48,701 in 2010. The median usable email file size is 25,673 (only 55.4% of their database). - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

Non-profit email files have grown at an average of 17%, with Food Bank organizations having the highest amount of email file size growth of 29.9%. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

The average amount raised online in 2011 was $366,572. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

The average amount raised online by organizations with an email database of over 250K was $1,993,713. The average for organizations with 10K or less was $89,917. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

Online revenue growth was up 26.8 percent for organizations with less than 10K email addresses. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

The average amount for an online gift to a non-profit organization was $93.67. Verticals with the highest median average gift include Higher Education, Human & Social Services, and Hospitals. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

Organizations with an email database of 10-25K experienced the highest average amount of online giving at $115.63. The lowest amount at an average of $65.49 was for organizations with a database of more than 250K. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

Large organizations with more than 250 thousand email addresses have the smallest average gifts by first time donors at $69.70. The highest amount of first time donor giving was $127.15 to non-profits with a database of 10-25K. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

Median amount raised per usable email address per year across all verticals is $12.92 compared to $12.48 in 2010 and $11.68 in 2009. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

The median open rate for all verticals in 2011 was 18.4 percent, a marginal increase from the 2010 rate of 17.6 percent. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

The median email newsletter click-through rate for this year’s study was 3.4 percent, up from 2010’s click-through rate of 3.06 percent and 2009’s 3.3 percent. The median open rate for all organizations was 19 percent. - Convio "The Convio Online Marketing Nonprofit Benchmark Index Study" (2012)

Email was the most frequently reported method used to drive individual donations in Italy and the Netherlands and ranked among the top three methods in all countries except Germany. - Blackbaud "2012 State of The Nonprofit Industry" (2012)

The organizations successful in growing online donations reported that one of the top factors leading to that growth were efforts to increase public awareness of online donation options through improved strategic communications, including emails and newsletters. - Blackbaud "2012 State of The Nonprofit Industry" (2012)

Optimizing email messages for viewing on mobile devices was frequently utilized by organizations in the United States (29%), Australia (26%), Canada (24%), and Italy (20%). - Blackbaud "2012 State of The Nonprofit Industry" (2012)

Over 30% of nonprofits from New Zealand, Australia, France and Canada reported having the organization’s website enabled for mobile browsing. More than 40% of nonprofits in each country plan to enable their website for mobile browsing in the next 12 months. - Blackbaud "2012 State of The Nonprofit Industry" (2012)

With the exceptions of France and Germany, more than a third of nonprofits in each country reported they plan to optimize their email messages for mobile devices in the next 12 months. - Blackbaud "2012 State of The Nonprofit Industry" (2012)

US respondents were more likely to report using their mobile phone to read emails, view websites, and make charitable donations through an organization's website than either UK or Australian respondents. - Blackbaud "Donor Perspectives" (2012)

Over 70% of donors ages 18-24 reported using their mobile device to read emails and view websites, while less than 40% of those over the age of 55 reported doing so. - Blackbaud "Donor Perspectives" (2012)

Email fundraising response rates were .13%, and email advocacy response rates were 4.00%. The average gift size for a one-time online gift was $81.33.- M+R Strategic Services and NTen "2010 eNonprofit Benchmark Survey" (2010)

Nonprofits with Small email lists (under 100,000 subscribers) had a much higher open rate, click-through rate and double the email fundraising response rate of Medium and Large nonprofits, but also had double the unsubscribe rate of their larger peers. - M+R Strategic Services and NTen "2010 eNonprofit Benchmark Survey" (2010)

Annual non-profit industry email file churn was just under 17%. - M+R Strategic Services and NTen "2010 eNonprofit Benchmark Survey" (2010)

The average study participant sent 4 emails per subscriber per month, but Environmental nonprofits sent their subscribers 5.2 emails per month, while Health nonprofits sent just 2.1 emails per month, on average. - M+R Strategic Services and NTen "2010 eNonprofit Benchmark Survey" (2010)

Environmental nonprofits in our study raised 96% of their online revenue from one-time gifts. Health nonprofits, on the other hand, raised 50% of their online revenue from "other" gifts(including event giving) and tribute gifts. International groups lead the way through monthly giving, which made up more than 25% of their online revenue. - M+R Strategic Services and NTen "2010 eNonprofit Benchmark Survey" (2010)

The median annual amount of raised online by many nonprofit organizations is $362,485. - eCRM Nonprofit Benchmarking Index Study (2007)

The median rate of growth in funds raised online is 27%. - eCRM Nonprofit Benchmarking Index Study (2007)

Organizations with large email files (more than 100,000 email addresses) raised two to three times more online than those with smaller files. - eCRM Nonprofit Benchmarking Index Study (2007)

The median rate of growth in email files was 47% for the period of 2005 to 2006. - eCRM Nonprofit Benchmarking Index Study (2007)

Organizations with email files composed of fewer than 50,000 records grew the fastest - at nearly twice the rate of the overall growth. - eCRM Nonprofit Benchmarking Index Study (2007)

Mid-sized organizations (those with annual budgets between $5 and $20 million) are growing online donations the fastest. - eCRM Nonprofit Benchmarking Index Study (2007)

The median file size of the 30 participants is 70,141. - eCRM Nonprofit Benchmarking Index Study (2007)

The 30 participants in this study experience a median 22% Open Rate for their email fundraising appeals. - eCRM Nonprofit Benchmarking Index Study (2007)

The 30 participants in this study experience a median 3% Click-Through Rate for their email fundraising appeals. - eCRM Nonprofit Benchmarking Index Study (2007)

The median amount raised online was a substantial $362,485. - eCRM Nonprofit Benchmarking Index Study (2007)

For the 23 organizations in the study that regularly send an e-newsletter, the median open rate was 22%. - eCRM Nonprofit Benchmarking Index Study (2007)

For the 23 organizations in the study that regularly send an e-newsletter, the median click-through rate was 4%. - eCRM Nonprofit Benchmarking Index Study (2007)

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