The Convio Online Marketing Nonprofit Benchmark Index Study

Gene Austin wrote in the June 2011 issue of Mal Warwick’s Newsletter that Convio recently released its fifth annual Online Marketing Nonprofit Benchmark Index™ Study designed to help nonprofit professionals understand beneficial online marketing metrics, evaluate the effectiveness of their organization compared to similar organizations and determine strategies for future success.

Key findings of the 2011 study include:

  • Online fundraising continues to grow. Overall, 79% of organizations included in the report raised more in 2010 than 2009.
  • Advocacy continues to play an important role. Total number of advocates on file increased by 20%, and 6.4% of advocates on file were also donors, up from 5.9% in 2009.
  • An increase in gift count and average gift size primarily drove fundraising gains. This indicates more people are moving online to give even if inspired through other channels.
  • Email files continued to grow strongly.  The median total email file grew 22% to 48,700 constituents. The increase in people engaging online means organizations need to ensure their communications and fundraising asks match the channel preferences for their constituents if they hope to maximize the value of each relationship.
  • Haiti relief played a strong role in growing aggregate online fundraising. The vertical most impacted by the Haiti event was the Disaster & Relief vertical, growing 38% from 2009 to 2010. Independent of the Haiti event, however, Disaster & Relief still grew at a healthy 23% from 2009 to 2010.

The entire report as a PDF can be downloaded here.