Stop, hey, what’s that sound? Everybody look what’s going down(load): the 2017 M+R Benchmarks Study is live, lovely, and ready to help you explore the metrics behind online nonprofit fundraising, advocacy, and marketing.
This is our eleventh edition of Benchmarks, so we’ve turned it up to eleven with more, more, more. Our participants – 133 nonprofits of every size, shape, and issue area – provided in-depth data covering web, email, social media, digital advertising, and more.
The result is a comprehensive guide to the trends and tactics that are driving nonprofit online programs. Here are a few of the key notes and greatest hits from the 2017 Benchmarks Study:
- Online revenue grew by 14% in 2016, with email revenue growing at a whopping 24%.
- Online audiences increased: web traffic was up 4%, email list sizes grew by 10%, Facebook fans increased 23%, Twitter 50%, Instagram 101%.
- Nonprofits in our Study invested more in digital ads, increasing ad spending (including paid search, display, and social media advertising) by 69%.
- Most individual email metrics went down. Open rates declined by 7% overall, for an average just under 15%. Response rates for advocacy messages declined by 17% to 1.6%. For fundraising messages, the response rate was just 0.05% — a drop of 8% from 2015.
- For every 1,000 fundraising email messages delivered, nonprofits raised $36.
There’s more – so much more – in the full Study. Ever wondered how many people really see your Facebook posts? How your peers are allocating their digital ads budgets? How your own email, fundraising, and advocacy results stack up?
Now take your protein pills and put your helmet on: it’s time to rock.
BONUS TRACK: Are you or someone you love in love with changing the world? Our new paid fellowship program provides the opportunity to join a growing community of online organizers and digital campaigners fighting for social justice.
M+R is particularly interested in identifying and providing campaign experience to talented folks from historically marginalized and underrepresented communities in the digital industry. Click here for more information and to apply now.