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Non-Profit
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)
Online Donors Versus Offline Donors
- Online donors tend to be much younger and to have higher incomes than direct mail donors.
- Distribution of online donors is more evenly spread over age ranges while direct mail donors are heavily concentrated in the 65-and-older age group.
- Online donors tend to join at higher giving levels, give larger gifts, and have higher lifetime giving than offline donors.
- Only 4% of newly acquired online donors also gave direct mail gifts in their first year on the list, but 46% of them gave direct mail gifts in their renewal year.
- Multiple-channel donors have higher revenue per donor and higher retention rates than single-channel donors.
- Revenue for donors who gave online was 28% higher ($114 compared to $82) than donors who only gave offline.
- Donors acquired online tend to lapse at higher rates than donors acquired by mail. Some of this turnover may be attributed differences in cultivation strategies.
donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
For 9 or the 12 participating organizations, more than 50% of the online donor population was new in 2006. In contrast, fewer than 40% of non-online donors were new for all 12 participants. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
A median 16% of all donors acquired in 2006 were online donors. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
For half of the project participants, online gifts accounted for 30% of all their new revenue in 2006. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
In 2006, the median average online gift was $57, in contrast to a $33 average gift to all other sources. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
2006 median revenue per donor was $114 for online donors and $82 for non-online donors. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
For 10 participants, 2006 revenue per donor from online donors was more than double that from non-online donors. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
The three-year (2004-2006) median lifetime value of donors who were acquired in 2004 was $125 if the donor was acquired online, and $62 if the donor was acquired through direct mail. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
For donors acquired online in 2005, only a median 4% also gave direct mail gifts, but 46% of them gave direct mail gifts in their renewal year. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
Older donors are less likely than younger donors to renew online, whether they were acquired online or not. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
Single-channel multiple-gift donors gave a median $127 per year (for online donors) and a median $114 per year (for non-online donors. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
Multiple-channel multiple-gift donors gave a median $147 per year (for online donors) and a median $126 per year (for non-online donors). - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
In 2006, the average three-year revenue per donor for these 2004 acquisitions was $125 for online-acquired donors, versus only $62 for mail-acquired donors. - donorCentrics Internet Giving Collaborative Benchmarking Analysis (2006)
Organizations generating the most online advocacy actions had several key characteristics in common:
- larger email lists
- longer-lived online advocacy programs
- larger online communications budgets
- a higher volume of advocacy email messages. MRSS/Advocacy Institute ENonprofit Benchmarks Study (2005)
- MRSS/Advocacy Institute ENonprofit Benchmarks Study (2005)
With 28% of all email addresses becoming unreachable, on average, within a 12-month period, it is crucial to compensate for list churn and substantially grow an email lists. - MRSS/Advocacy Institute ENonprofit Benchmarks Study (2005)
