This year's Benchmarks X report - an expansive, exhaustive examination of online nonprofit metrics - is the most in-depth one that M+R and NTEN have ever done. Their participants—105 nonprofits committed to causes ranging from civil rights to animal welfare to disaster relief to so much more— provided detailed data on email performance, website traffic, and social media engagement.
We all know that building an excellent online program isn’t a science; it isn’t an art. It is alchemy. It involves pushing technology to produce magical results. Speaking in unfamiliar tongues, juggling with many hands, turning leads into gold. But as the nonprofit industry changes so quickly, the biggest challenge is often identifying which data points to pay attention to. Which says something real about your program or your audience? Which will lead you to exceptional results, expanding revenue, or explosive progress for your cause?
That’s what the M+R Benchmarks Study has always been about: helping your nonprofit identify the X factor that will propel your program forward. Your X depends on your organization, your cause, your goals, and your audience.
Here are a few key findings from the report:
1. Digital ads are a big, big deal. Nonprofits in the study spent an average of $0.04 for every dollar raised online in 2015. That means, for example, that a nonprofit that brought in $1 million online invested $40,000 on search, banners, branding, etc. Detailed breakdowns will tell you if you’re falling behind in this fast-growing area.
2. Online revenue was up 19% in 2015, and email revenue grew even faster with a 25% increase. But it’s not all sunshine and roses: email open rates, click-through rates, and response rates all declined. Benchmarks X will clue you in to the metrics you need to watch.
3. Nonprofit online programs are increasingly complex. See how your peers, colleagues, competitors, frenemies, and nemeses approach email frequency, welcome series, paid ads, Facebook, Twitter, Instagram, etc., etc., etc. And: see how those strategies are paying off.
Hungry to learn how this information can help you better understand your nonprofit's online metrics? Download the full report from M+R now.
Interested in finding out how you can begin generating a revenue stream for your nonprofit? Register for our webinar on May 5th by clicking below.