Online nonprofit fundraising is on the rise, with explosive growth in sustaining gifts and a larger audience of supporters reached via social networks, according to an analysis of leading US nonprofits.
Email list is up 15%, online revenue grew 21% from 2012 levels, and the number of Twitter followers increased 264% over the past year, the 2013 eNonprofit Benchmarks Study, conducted by M+R Strategic Services and NTEN, found.
However, the long-term decline of email response rates is continuing, even as online revenues increase and social media audiences grow, according to the analysis.
Click-through rates for fundraising messages, for example, declined steeply (down 27% from 2011); consequently, fundraising response rates dropped to 0.07%—a 21% decrease from the prior year.
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