Online Fundraising Strong Despite Economy
9 June 2009 at 4:36 pm
A Benchmark study of leading Not for Profit organisations in the US shows that online fundraising grew by 26% in 2008 but the average gift size has decreased by 21%.
The 2009 eNonprofit Benchmarks Study found that:
• Online fundraising was up by 26%.
• Email fundraising and advocacy response rates held steady this year, compared to declines in previous years.
• The average online gift size was $71, down $15 from the previous year. This decline was most pronounced in the fourth quarter of 2008.
• Email lists continue to grow, though more slowly every year: growth was at 17 percent in 2008, down from 19 percent in 2007 and 21 percent in 2006.
The 2009 eNonprofit Benchmarks Study analyses data from 2008 and evaluates the changing landscape of Not for Profit email programs, fundraising and advocacy. The data came from 32 major NFPs working on environmental, legal/civil rights, health and international aid issues.
Co-authored by M+R Strategic Services and the Nonprofit Technology Network (NTEN), the eNonprofit Benchmarks Study measures the effectiveness of NFP internet fundraising and activism programs and highlights the critical importance of the Internet to mission-focused organizations.
The study is the first of its kind to define industry-wide metrics for emails sent to sub-segments of a Not for Profit organisation’s email list, as determined by past online actions or donations, geographical location, or interest in a particular issue. The study also breaks out data by sector, including for the first time an analysis of local and state-based groups’ online performance.
The 2009 eNonprofit Benchmarks Study can be downloaded at www.fundraising123.org