Blogs by Amy Vanpouille Padre
As promised, we’ve got some takeaways from the always-fascinating M+R Benchmarks Study of online giving.
This year’s study included data from 133 nonprofits, including seven Avalon clients. Be sure when reviewing the findings to look not just at overall metrics, but also at the metrics for organizations in your sector and of comparable size.
- Website traffic grew by 4% over 2015, which amounts to millions more visits.
Takeaway: Since more people are visiting your website, make sure it’s optimized to convert donors—make it easy for people to give by creating a straightforward path to the donation form. And be sure the donation form (and the site as a whole) uses responsive design so that everything looks good on all devices.
- Nonprofits sent 10% more messages per subscriber in 2016 than in 2015, which accounts for increased email fundraising numbers. However, most email metrics are down. Fundraising email open rates fell by 7% (to 13%), while click-through rates dropped by 14% (to 0.38%). The average response rate is now 0.05%.
Takeaway: With the increased volume in everyone’s inboxes, it’s becoming increasingly more important (and more difficult) to stand out in the crowd. So focus on that.
- Yes, email revenue has increased, but more organizations are also turning to digital ad spending (which is up 69%!) as a new/additional way to raise money and grow their email lists.
Takeaway: It might be time to explore and test digital ad spending, in addition to your email campaigns.
Avalon staff who attended the Nonprofit Technology Conference (NTC) in Washington last week reported that, as usual, the conference didn’t disappoint. New ideas and trends, networking, and collaboration were the order of the day. We had the opportunity to visit with old friends and colleagues, and share with and learn from new ones.
Avalon’s session, All Hands on Deck: Managing a Rapid Response Campaign, was well received, with lots of great questions and discussion. Check out the slides below for some of the insights from our presenters (and Avalon clients): Sylvia Moskovitz (Farm Sanctuary), Sarah Stallings (National Geographic Society), Jack Mumby (Common Cause), and Avalon Vice President Anne Senft.