Benchmarking Nonprofit Sites

Two new studies provide industry benchmarks for nonprofit websites. For a number of key site metrics, the studies report very similar statistics, validating each other’s findings.

For example, there’s mixed news about email lists and e-solicitations.

Good news: Non-profits are gaining email addresses. The studies found that nonprofits’ email lists grew 32 percent (Convio) and 29 percent (M+R and NTN).

Bad news: Email open rates are down. Open rates dropped from 22 to 14 percent (Convio) and from 21 to 18 percent (M+R and NTN).

Both studies report double-digit increases in e-fundraising: Online donations are up 23 percent (Convio) and 19 percent (M+R and NTN).

Grab your own statistics and see how your site stacks up with other nonprofits. (Note: Only the Convio study includes results from higher-education institutions, which comprise 20 of the 419 participants).

Full reports are available online:

• Online Marketing Nonprofit Benchmark Index Study
  A study by Convio
• 2008 eNonprofit Benchmarks Study: An Analysis of Online Messaging, Fundraising and Advocacy Metrics for Nonprofit Organizations
  A study by M+R Strategic and the Nonprofit Technology Network

Posted by Hilery Livengood
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Categories: Marketing and branding