Study: Online Revenue and Email Revenue Up for Nonprofit Organizations

The just released M+R Benchmarks Study 2016 (in collaboration with the Nonprofit Technology Network) contains lots of interesting data about the state of online fundraising and marketing among nonprofit organizations. Some highlights

  • Online revenue is up 19%.
  • Although email opens and click-throughs are down, email fundraising is up 25%, and among the 25 top performing  (dollars raised online)  study participants, over one-third of their online revenue is via email.
  • Nonprofits sent more emails around fundraising and advocacy in 2015 than the year prior, but the response rate decreased.
  • For every 1,000 emails sent, nonprofits raise about $44.
  • The average one-time gift ranged from $61 (Wildlife/Animal Welfare nonprofits) to $168 (Rights nonprofits).
  • Wildlife/Animal Welfare nonprofits have the highest rates of engagement on social media.
  • On average, just over 1% of website visitors make a donation.

The Benchmarks study may help you gauge your nonprofit’s development and marketing metrics against sector averages, in fact, on page 17 the authors advise how to best use the data comparatively. The study is available to download for free at www.mrbenchmarks.com .

Study Finds Overseas Tobacco Advertising Reaches Very Young Children

Tobacco marketing reaches children as young as 5 years old influencing their attitudes about smoking and smokers, according to a study of children in Brazil, China, India, Nigeria, Pakistan, and Russia recently published in the journal Child: Care, Health & Development. The research study, led by Dr. Dina Borzekowski, research professor in the Department of Behavioral and Community Health at the University of Maryland adds to her body of work on the impact of media on children’s health.

The research team assessed the children’s level of familiarity with tobacco branding, their intention to smoke in the future, and their overall exposure to media.  Among 5-and-6-year-old children in the six counties, nearly 68 percent were able to identify one tobacco logo and more than 25 percent could identify two or more. Higher levels of media exposure were not necessarily associated with better knowledge of tobacco brands. However, in three of the sample countries the presence of an adult in the home was also not a significant factor in brand knowledge, suggesting that advertising plays a role in the exposure of very young children to tobacco brands and smoking behavior.

Although tobacco companies face weaker regulations overseas, they spent $9.6 billion on advertising in the United States in 2012.  A U.S. Surgeon General’s report suggests that these companies continue to target marketing to American adolescents, portraying smoking or smokeless tobacco use as a desirable behavior. Considering the approximately 3.5 middle and high school students who used tobacco in 2012, it’s working.

Extensive information about tobacco marketing and promotion is available at the Stanford Research Into the Impact of Advertising (SRITA) webpage.

 

 

Study Citation: Pires, P. P., Ribas, R. C.,  Borzekowski, D. L. G. (2015).  Attitudes and intentions to smoke: a study of young Brazilian children. Child: Care, Health and Development.1365-2214 http://dx.doi.org/10.1111/cch.12240

 

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.

 

Despite their Numbers, Little Research on Abuse of Older Adults

The National Center for Elder Abuse (NCEA) recently tweeted a picture to remind that reconnecting with family during Thanksgiving weekend is not just a sentimental tradition, but a responsibility we have to our older relatives.  Although senior citizens make up a growing segment of society (the U.S. Census Bureau projects that about 20 percent of residents of the United States will be 65 years and older in 2030) there is not a body of research or a high-profile public service campaign focused on elder abuse and neglect.

Despite involving a highly vulnerable population, the issue of elder abuse hardly makes for gripping headlines, nor is it the subject of tear-jerking television commercials imploring people to not turn away from the difficult images of neglected senior citizens.  According to the report, Understanding Elder Abuse: New directions for developing theories of elder abuse occurring in domestic settings by Shelly L. Jackson and Thomas L. Hafemeister, the issue lacks the research funding and the backing of high profile organizations required to launch it to the forefront of public consciousness. Even the very definition of the word “elderly” is a source of debate as baby boomers don’t want to be reminded that they are getting older.

Without a powerful advocacy group or much data to plan and support a call to action, it is difficult to communicate the urgency of the problem to people bombarded near-daily with causes and foundations looking for more than just a sad story (this issue is not limited to interpersonal violence, there is a high-stakes battle for funding dollars among diseases).  Also, as Jackson and Hafemeister discuss, there is not a widely accepted theory that explains the incidence of elder abuse and neglect.  Several interpersonal explanations or socio-cultural approaches can be used to examine the issue,  but there is not one prominent school of thought  that illuminates what limited data are collected on the issue. Another factor that complicates presentation of the issue, is that  there are several kinds of abuse and neglect and not all are violent (fraud, theft, self-neglect) or always intentional (neglect, isolation).  The authors also point out that the victim of abuse and the relationship between abusing/neglectful caregiver and victim  are not closely examined (not to in anyway blame a victim, but relationship dynamics – and the majority of elder caregivers are family members – are fraught with various factors one theory may not  adequately capture).

Perhaps the reality of a projected 88.5 million adults over age 65 living in America in 2050 has prompted the need to explore the issue, as research collaborations have been formed through the National Adult Protective Services Association (NAPSA) to provide insight into this complex issue, identify evidence-based practices and guide policy formation.  To learn more about protecting the elderly at home or in care facilities, resources for caregivers, and the signs of abuse or neglect visit the FAQ page at NECA or the NAPSA  website.

 

 

Report Citations:

Vincent, Grayson K. and Victoria A. Velkoff, 2010, THE NEXT FOUR DECADES, The Older Population in the United States: 2010 to 2050, Current Population Reports, P25-1138, U.S. Census Bureau, Washington, DC.

Jackson, Shelly L. and  Thomas L. Hafemeister, 2013, Understanding Elder Abuse: New directions for developing theories of elder abuse occurring in domestic settings,  National Institute of Justice, Washington, DC.