Steve Peretz, M+R Strategic Services
The new 2010 eNonprofit Benchmarks Study from NTEN and M+R was just released today! The new report might look slim and slick, but this scrappy guide is thick with valuable insights and key industry benchmarks for online messaging, fundraising and advocacy, based on a full year's worth of results from 31 of your nonprofit peers.
Here's a hit list of our high-level benchmarks from this year's study:
- 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.
- Annual email file churn was just under 17%.
- 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.
- Online fundraising grew overall by 4.5% between 2008 and 2009, and for half of the nonprofits in our study, online revenue either held steady with 2008 or declined. This decline was driven by a drop in the average gift size.
- 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.
We are all really proud of this year's report! And we know there's a lot to digest.
So, if we were you, we'd download the full report and then give it a read, asking yourself these important questions:
- Are we tracking these stats? Sometimes groups only focus on certain stats, and you may not be getting the full picture. The 2010 eNonprofit Benchmarks Study covers just about everything we think you should be tracking to fully understand your online program's effectiveness.
- Are my results different? If you're seeing some really major differences it could signal something important, and that's an area we recommend you start paying more attention to. You might not be able to resolve those differences right away, but your team should work to figure out what's behind that difference by focusing more attention on that area over the long-term.
- How are my click-through rates? The largest difference between high and low performing email programs in our study was seen in email click-through rates. If you're looking to emulate the most successful email programs in our study, then work to improve your click-through rates!
Just remember: What matters most is YOUR data!
Thanks to Holly and the team at NTEN -- this has been another great year of benchmarks!