It’s refreshing to see some solid benchmarking on the trends in the NFP sector.
In this 10th edition M+R Benchmarks has created some highly useful data on trends in online fundraising. It involved 105 participants in eight sectors.
Interestingly, it shows a decline in response rates to emails; revenue growth increased by growth in email lists.
The report shows an increased trend in monthly giving which is very positive as this is a great way to provide sustainable revenue for organisations.
You can read the whole report here and I’ve quoted some highlights below. By the way, the report includes some useful and illuminating graphs particularly about which sectors are growing and which are declining.
“13% of online gifts came from mobile devices
For every 1,000 email subscribers, nonprofits have 355 Facebook fans, 132; Twitter followers, and 19 Instagram followers. In 2006, those numbers were basically zero, zero, and zero: Facebook was limited to .edu email addresses, Twitter was just about to launch, and Instagram’s founders were still in college.
Nonprofits invested $0.04 in digital advertising for every $1 of online revenue. This might not seem like much, but considering that overall online revenue grew by 19% in the last year, digital advertising is an increasingly important market for acquisition, conversion, and retention.
The volume has been turned way up: the average nonprofit in our study sent the average subscriber on its list 49 email messages in 2015.
Monthly giving accounts for 17% of all online revenue – monthly giving is growing quite a bit faster than one-time revenue. In the first Benchmarks Study, only about half of the participants had a recurring giving program at all.”