2011 eNonprofit Benchmarks Study

A high unsubscribe rate is bad, right? Not necessarily, according to the 2011 eNonprofit Benchmarks Study, released by M+R and NTEN.

As it turns out, a high unsubscribe rate correlates directly with high fundraising results. People unsubscribe because they read your message and decide your cause isn’t interesting to them; people donate because they read your message and decide that it is.

The key here: people are reading your message.

That’s just one of the fascinating drops of knowledge in the “2011 eNonprofit Benchmarks Study“. We recommend you:

> Download the Report. It’s free!

Other highlights:

  • Across the sector, e-mail open rates experienced a 12% decline year-over-year.
  • The average nonprofit in the study sent 3.6 messages per subscriber per month — but that went up to 6 messages in December.
  • For every 1000 e-mail subscribers, orgs had 110 Facebook fans, 19 followers on Twitter, and 19 mobile users.
  • The average study participant saw their number of fans on Facebook grow 14% — every month.

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.


> Download the 2011 eNonprofit Benchmarks Study. It’s free!