Among those married, an increase in the husband’s income was associated with increased giving in both activity and amount, specifically to charitable organizations related to religion, basic human needs, health, and education. Married couples who shared in decision making around philanthropy also tended to give more. Still, the relationship between income, gender, and charitable giving is a complicated one. For example, when women earned more than their husbands, giving activity dropped in comparison to households where the husband’s income was higher.
Sectors supported also differed by gender, as households headed by a female were more apt to donate to youth and family, health, and international causes, while those with a male decider were more likely to give to religious and education organizations. As far as social issues however, married couples with female deciders ranked animal welfare as a top priority, while those with a male decider prioritized the arts.
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.
A perfect tweet to read today. It captures the exact reason why my post on nonprofit trends for 2014 has languished in USB limbo for over 2 weeks: there’s nothing new there.
So, rather than bore us all with a rehash of nonprofit issues and their related buzzwords, I’d rather share a few areas I’ll still be watching in 2014 from the experts who write about them:
Mobile. Yes, again. Again and always. And by now nonprofits should have integrated mobile technology (or at least seriously discussed the logistics of doing so) into their daily operations/service delivery.
Data, Privacy and Transparency. Nearly anything Lucy Bernholz writes is among the best you will find on the topic. Interested in predictions for 2014? Start here.
Although not exclusively a nonprofit issue, Hack your (Professional) Lack. Sitting in a few of the sessions at Pittsburgh Podcamp 8, I realized that I had been so busy connecting with potential clients and starting new projects in 2012 – 2013 that I had neglected to keep up with the new apps, products, and basic shortcuts that might make running my own shop easier. I’ll be sure to make the time for my own professional development going forward, absent my go-to responses that it’s “a full-time staff of me, myself and I” *grimace* or “blah, blah, work-family boundarieeees” and every other excuse in the bucket.
What are your predictions for nonprofits in 2014? What lack might you hack this year?