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2012 eNonprofit Benchmarks Study: An Analysis of Online Messaging, Fundraising, Advocacy, Social Media and Mobile Metrics...

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2012 eNonprofit Benchmarks Study: An Analysis of Online Messaging, Fundraising, Advocacy, Social Media and Mobile Metrics for Nonprofit Organizations

For all study participants, 2011 was a good year. Overall online fundraising revenue increased by 19% from 2010 to 2011; the number of gifts increased by 20% as well. Advocacy messaging performance showed a distinct improvement over the 2010 rates. Organizations were also able to grow their email lists and hold key email metrics like click-through rates and response rates steady.

For many years, we’ve seen email response rates decline. So what’s behind the improvements? We have a number of theories. Email has developed for nonprofits as a marketing tool. More groups are using best practices online to optimize their programs for better open rates, response rates and revenue. Overall, as the industry grows more sophisticated, and the economy improves, it is perhaps unsurprising that we see a corresponding lift or leveling off in our most important measures of success.

This is the sixth edition of the eNonprofit Benchmarks Study from M+R Strategic Services and NTEN. The data represents information generously provided by 44 nonprofits of various sizes who have partnered with us to provide a snapshot of their online performance in 2011.

This study contains measures of email messaging, list size, fundraising, advocacy, social media and mobile programs. Last year, this study broke out organizations with small, medium and large list sizes. This year, because organizations with small lists were under-represented in our study partners, this type of analysis was not included. Also notably, the sector breakdown in this year’s study does not include health organizations due to low participation by nonprofits in that sector. The study continues to examine metrics in the environmental, international, rights and wildlife and animal welfare sectors.


Bibliographic Details
Author M+R Strategic Services; Nonprofit Technology Network
Publisher M+R Strategic Services; Nonprofit Technology Network
Publication Date January 1, 2012
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Resource Type
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Submitted to Point K February 20, 2013 - 10:35am

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