Online Giving: Raising the Bar

We're still coming down from all the excitement last week during Spring2ACTion. It's still on my mind, at least. So here's an infographic on how online giving is changing the landscape for nonprofits:

2013-benchmarks-study-infographic 

From SocialBrite:

  • Online revenue was up 21 percent last year. One-time gifts continue to make up the bulk of online giving, with monthly giving programs across all groups bringing in 43 percent more revenue than the previous year.
  • The average monthly gift was $19, while the average one-time gift was $60.
  • Twitter had a big year. Nonprofits began paying serious attention to their social channels, and their Twitter followers increased by 264 percent in 2012.
  • But perspective, people: For every 1,000 email subscribers, participating nonprofits reported just 149 Facebook followers and 53 Twitter followers.
  • Email had a Jekyll and Hyde year. Subscriber lists grew by 15 percent. And open rates remained steady at 14 percent overall.
  • But email response rates — the percentage of people who responded to a call to action — were way down. Click-through rates for all sectors stood at 1.7 percent (down 22 percent), and fundraising message click-throughs stood at 0.42 percent (down 27 percent).

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