Which numbers matter?

So, your typical email open rates are at 12% and click throughs are at 1.5%... that's all fine and good, but numbers don't mean much to us in a vacuum. What we all want to know is where do we stand in comparison to other organizations our size or other nonprofits in our same sector. At what point should we really be alarmed by our unsubscribe rates?

Have no fear - the 2014 M+R Benchmark Study is here! Now in its eighth year, the Benchmark Study compiles data from 53 nonprofits to set the industry standards for online fundraising, advocacy and list building.

>> Download the study here - for free!

Here are our top 5 takeaways from the study this year:
  1. Online giving is up 14% - and more of that revenue is from monthly giving. Monthly giving revenue grew 25% in 2013 and accounted for 16% of total online giving.
  2. Churn (attrition) rates dropped 14% - which is good - but the reason is likely because open rates also declined. You can't unsubscribe from an email you don't open to begin with. In fact, all key metrics (open and response rates) declined in 2013.
  3. The average one-time online gift to a nonprofit was $68 in 2013. So don't sell yourself short in your asks!
  4. Website visits grew 16% in 2013 - your website matters; make sure you're making a good impression on these visitors with a clear call-to-action and informative materials.
  5. Even though social media audience sizes are still smaller than that of email lists, the pace of growth for the social medium is much faster. Facebook and Twitter audiences grew by 37% and 46% respectively. And for every 1,000 email subscribers, study participants averaged 199 Facebook fans and 110 Twitter followers.
But there's so much more... visit mrbenchmarks.com and read the full study.

Want to improve your numbers? Don't know where to start? Contact us to find out how we can help you make sense of all the data.


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