April 28, 2015

The 2015 Nonprofit Benchmarks Report is here!

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M+R and NTEN’s 2015 Nonprofit Benchmarks Report returns for the ninth year, the ultimate guide to nonprofit industry standards for online fundraising, advocacy, and list building. The data from the nonprofits we survey is big. So big, it couldn’t be contained by two measly dimensions, and had to be released in 3D. But the really exciting thing is that we’ve crunched numbers from a whopping 84 organizations this year (last year we worked with 53 organizations), which means more data, more insight, and more takeaways about nonprofit fundraising, list building, and advocacy to share with all of you.

We’ve also added three new sectors to our line up, which means we have data from organizations working in environmental, international, rights, wildlife/animal welfare, hunger/poverty, cultural, and health fields (also: other).

What did the findings reveal? Here’s what you need to know about nonprofit online fundraising and advocacy last year:

  1. Online revenue is up! Online revenue increased by 13 percent from 2013 to 2014 for the groups in our study thanks to a 32% increase in monthly giving and 16.6% increase in web traffic.
  2. More gifts in smaller amounts. Nonprofits are reaching more people but their average donation is smaller. The average online one-time gift was $104 and monthly gifts were $23 for participants in our study last year. For every 1,000 web visitors, participants raised $610 – that’s 61 cents per visitor, down 12 percent from the year before.
  3. Forty bucks and 29 actions. If you’re like the groups in our study, that’s how much money you’ll raise and the number of actions your supporters will take for every 1,000 fundraising and advocacy messages you send.
  4. Audiences on social media are growing faster than email – but email still reaches a lot more supporters. For every 1,000 email subscribers, our participants had 285 Facebook fans and 112 Twitter followers.
  5. About three quarters of nonprofits are investing in paid marketing online, including paid search, retargeting, and text and display ads. And many organizations are investing big bucks — 16% of respondents spent $100,000 or more in paid search alone last year.

> Download the 2015 Nonprofit Benchmarks Study (and share it with your peers!) 

You can also check out the infographic that details key findings from the report, and create your very own infographic with your benchmarks. Also, check out the article that appeared in Mashable: Leading nonprofits are raising more money online than ever before.

If you’re interested in learning more about this report, register for our free webinar next Wednesday, May 6 at 11:00am-12:00pm PT.

Joleen Ong
Joleen is a strong advocate of the nonprofit sector’s role in bringing about social change, and the power of technology to make this happen. At NTEN, Joleen is the editor of NTEN: Change, the quarterly journal for nonprofit leaders, and helps to support NTEN’s 50,000+ community members meet their mission through technology. Joleen is a published writer and researcher on the topic of nonprofit fundraising, communications, marketing, as well as international human rights and labor relations in Asia and Latin America. Prior to NTEN, she was the Communications Manager at Social Accountability International in New York for five years, where she focused on supporting programs to advance workers rights in factories around the world. Joleen earned her MS in Nonprofit Management from the New School, and BA in International Studies and Spanish/Anthropology at the College of New Jersey. She has led presentations on the topic of nonprofit marketing, communications, and sustainability worldwide. She is also a member/blogger of the Integrated Marketing Advisory Board (IMAB) and frequent webinar trainer for FundsForNGOs. Joleen is also the editor of two award-winning social justice documentaries that focus on responsible procurement with Fair Trade on college campuses, and military recruitment.