Nonprofit Benchmarks – Social Media Continues to Grow but Email is Still on Top

M+R, in partnership with the Nonprofit Technology Network (NTEN), recently released the 2014 Nonprofit Benchmarks Study  a look at data from a sample of nonprofits on email lists and messaging,  fundraising, web traffic,  social media activity and following, and online advocacy and/or programs.  The study can be downloaded from M+R or at the NTEN website and offers the opportunity to create your own infographic. Some highlights from the 2014 data,

  • Email list size for study participants grew by 11 percent, although growth slowed for all nonprofits except environmental groups.
  • Open rates increased across all types of emails – a 4 percent increase overall (an average of 14% in 2014). However, response rates for both fundraising and advocacy email declined.
  • Cultural groups had the highest open rate of any nonprofit sector at 20 percent, as well as the highest fundraising click-through rate at 0.70 percent and the highest fundraising response rate at 0.10 percent.
  • Website visitors per month increased 11 percent over 2013. However, the amount nonprofits raised per website visitor dropped 12 percent to $0.61 from 2013.
  • 76 percent of nonprofits surveyed utilized paid web marketing, with text and display ads the most popular methods.
  • Nonprofits continue to grow their social media audience (Facebook followers were up 37 percent, Twitter followers, 46 percent) but both pale in comparison to the numbers of email subscribers.