M+R Strategic Services and NTEN are proud to present the eNonprofit Benchmarks Study for 2010, analyzing online messaging, fundraising, and advocacy data from 31 leading nonprofit organizations. This study is US based, however, can indicate and influence other global communities including Canada and the UK.
Key Findings:
- 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 the 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 the 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.
