2011 eNonprofit Benchmarks Study: Fundraising Success, Growing Social Media Programs

WASHINGTON, D.C. – A comprehensive new analysis of nonprofit online fundraising and  advocacy out today found that online fundraising showed steady growth for participating  groups in 2010 despite the current economic climate. Most groups saw a 10% increase in  dollars raised online from 2009 to 2010, the same percentage increase those groups saw  from 2008 to 2009, but slower than those nonprofits were seeing from 2006 to 2008, prior
to the recession.

Findings also showed tremendous potential for growth in social media: for every 1,000  email list subscribers, participating nonprofits had just 110 Facebook users and 19 Twitter  followers. ―Our side-by-side comparison of email, social media and mobile text programs shows that  while the newer tools are growing faster, they still haven’t caught up with email says  Sarah DiJulio, Executive Vice President for M+R Strategic Services.

The 2011 eNonprofit Benchmarks Study, conducted by M+R Strategic Services and NTEN,  examines data from a record 40 nonprofits in sectors ranging from rights to environmental  issues. The new high in participation rates in this, the study’s fifth year, allowed M+R and  NTEN to add a new sector to the report’s analysis – Wildlife / Animal Welfare – and uncover  some surprising sector-level findings.

In particular, nonprofit groups in the International sector saw explosive growth in online  fundraising revenue with an enormous 163 percent increase in dollars raised from 2009 to  2010, spurred by response efforts to 2010’s crises in Haiti and Pakistan. The eNonprofits Benchmarks Study is an industry-leading study that examines fundraising  response rates, average gift amounts, advocacy response rates, and e-mail click-through  rates, among other factors, to set benchmarks by which nonprofits can measure their online  performance. The 2011 study – the fifth Benchmarks report – examines data collected  throughout 2010.

To read the full study, please visit: http://www.e-benchmarksstudy.com.

KATLYN CARTER, 202-478-6176

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