New this year and particularly interesting to me is what we learned from the study participants with mobile programs:
- roughly a third had optimized their emails for display on smart phones
- a third had not
- the remaining third plan to optimize their emails within the coming year
Even more interesting:
With one nonprofit participant (who was sending non-mobile optimized emails), M+R ran a study to see how many people were opening the nonprofit’s emails on a mobile phone.
Over the course of a month, mobile phones accounted for 17% of email opens. Interestingly, on the day an email was sent, that number was as high as 24%.
Here's the kicker: These mobile users were less likely to click, donate, or take action in response to the email. Sounds like we need to be optimizing our emails for mobile devices!
That's just one of the fascinating bits of analytics from the "2012 eNonprofit Benchmarks Study". We recommend you:
- The advocacy email response rate increased by 28% from 2010, to 3.8%.
- The median nonprofit email-driven donation form had a completion rate of 17%.
- Annual list churn was 19%.
- The average nonprofit Facebook fan page had 31,473 users, defined as people who “Like” a fan page.
- Nonprofit Facebook fan bases have seen phenomenal growth between 2010 and 2011, with the average nonprofit increasing its fan base by 70%.
- For every 1,000 members of an email list, the average nonprofit had 12 subscribers on their mobile program.
We at NTEN spend a lot of time comparing our numbers to the benchmarks as we try to figure out what works best. You should, too.