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[Infographic] 2013 eNonprofits Benchmark Study

March 30, 2013

Here in the Northeast, spring has sort of arrived, and that means it's time to share a new infographic from M+R Strategic Services and NTEN highlighting key findings from their annual eNonprofits Benchmark Study.

Now in its seventh year, the study examines trends in nonprofit online fundraising and advocacy, in sectors ranging from human rights to environmental issues. Based on data gathered from 55 nonprofits, this year's report analyzed 1.6 billion e-mail messages sent to 45 million list subscribers, 7.3 million advocacy actions, and more than $438 million in online donations from over 6.5 million online gifts.

As impressive as that is, the picture painted by the report is...well...mixed.

For instance, the study reported a 21 percent year-over-year increase in online revenue, with only International groups seeing a decline in online giving. But it also found a sharp decline in certain key e-mail metrics, including a 14 percent decline in click-through rates for advocacy messages and a 27 percent decline in click-thru rates for fundraising messages overall.

Infographic-NTEN-2013eBench

The report also found that:

●     Online monthly giving grew by 43 percent -- more than twice as fast as one-time giving.

●     E-mail list sizes continued to grow for all sectors and sizes, up some 15 percent overall in 2012.

●     Growth of social media audiences outpaced e-mail list growth, up an average of 46 percent on Facebook and 264 percent on Twitter.

There's a lot more in the report, which is available as a free download (registration required) here.

-- Mitch Nauffts

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