Online fundraising is growing at a phenomenal rate—digital giving is expected to grow by 176.4 percent over the next 10 years, while overall fundraising will have grown by just 18.5 percent in the same span. In spite of the surge in online fundraising, online giving still only represents about seven percent of overall giving. There is a tremendous opportunity for nonprofits to focus their efforts on digital and take full advantage of this rapidly growing fundraising medium.
The median open rate of fundraising emails for all nonprofit verticals in 2012 was 14.72 percent, and the organizations in the study had a click through rate of 0.7 percent and a response rate of 0.5 percent. How do your numbers stack up? Online donations can be classified as “first-time,” “one time,” “repeat,” and “sustainer.” Donations among each group increased in 2012.
Will you be a part of this growth? What are you planning for your digital success? Are you tracking, measuring, and improving on the right metrics, including website traffic and email response rates?
Please share in the comments, and be sure to check out the full infographic based on the Blackbaud Online Marketing Benchmark Study for Nonprofits.
Giving Goes Digital – An infographic by the team at blackbaud