Online Marketing Benchmark Study

Thu, 04/17/2008 - 11:27am — Robert Weiner

Convio has released the results of its second Online Marketing Nonprofit Benchmark Index Study.

The key findings are:

Nonprofits’ Web site traffic continues to grow, but not for all verticals. Verticals performing better than the benchmark included those with missions focused on the environment, public broadcasting and faith. However, some verticals, including Public Affairs and Higher Education, experienced flat or negative growth in Web site traffic during this period.
Registration rates improved slightly. The percentage of new Web site visitors who “converted” to registered constituents — those who at least provided their email address — grew from an average of 2.8% per month in our last report to 3.0%.
Email files continue to grow strongly. On average, email files grew 32% year-over-year, with a range by vertical from 15% to 48%. This average is nearly three times the rate of growth in Web site traffic.
Revenue growth performance was generally strong. Between July 2006 and June 2007, year-over-year growth of 23%. The average gift raised online during the period studied was $61, up from $56 in the previous report.
Email open rates are declining — with some exceptions. The sector average open rate benchmark was 22%. Some verticals — Higher
Education, Association & Membership, Disease & Health Services, Faith Based and Animal Welfare — achieved 50% or better than the sector-wide benchmark.
A lucrative opportunity exists to expand cross-promotion between advocacy and fundraising. In organizations engaged in online legislative advocacy, 8% of advocates have also supported the organization financially. For verticals such as Animal Welfare, the percentage is nearly twice that. Conversely, 14% of donors have advocated.