14 Online Fundraising Figures From 2013 Every Nonprofit Should See

By eleventy marketing group

2014 M+R Nonprofit Benchmarks Study InfographicDigital marketing has changed fundraising. For nonprofits, the Internet is the great equalizer. It’s given every organization, regardless of size or resources, a chance to reach people. Which is probably a big part of the reason there are more nonprofits in existence than ever before.

But with the benefits have also come some challenges. Most nonprofit marketers are still working to get a handle on digital marketing. They’re still striving to develop proven best practices for their websites, emails, social media, blogs, SEO, mobile, and other online efforts.

That’s why it’s important to keep up with the latest benchmarks in online fundraising. A great resource for that is the annual Benchmarks Study produced by M+R. Today, we’ll look at some telling stats from the 2014 M+R Benchmarks Study, and what they mean for your nonprofit moving forward.

About the 2014 M+R Benchmarks Study

This study collected data about email, fundraising, online advocacy, website traffic, social media and mobile programs from 53 U.S.-based nonprofits for the calendar year of 2013. It analyzed results of over 2 billion emails sent to over 41 million subscribers; $324 million in online donations from 5.6 million online gifts; and 7.5 million advocacy actions.

Notable Nonprofit Online Fundraising Numbers from 2013 

Here are some numbers that stuck out to us from the 2014 M+R Benchmarks Study. These stats give you a glimpse of the state of online giving in 2013. We strongly recommend you check out the full study (available as a free download here), which is filled with a lot more valuable data.

Online Giving

14% increase in revenue from online giving for nonprofits from 2012 to 2013

14% increase in the average number of online gifts from 2012 to 2013

2% increase in average online gift amount from 2012 to 2013 (varies greatly by sector)

25% overall growth rate for online monthly giving to nonprofits in 2013

16% of all online revenue for nonprofits came from monthly giving in 2013

Email Fundraising

Nearly 1/3 of all online fundraising revenue comes from email

$17 was the average revenue for every 1,000 fundraising emails delivered by nonprofits

That works out to a return of 1.7 cents for every email delivered

$29 was the average email revenue for mid-size nonprofits for every 1,000 fundraising emails delivered

$59 was the average email revenue for International Groups for every 1,000 fundraising emails delivered

Website Donations

16% average increase in monthly website traffic for nonprofits from 2012 to 2013

0.69% of all nonprofit website visitors made a donation in 2013 (varies greatly by sector)

$0.60 was the average value of a nonprofit website visit

15% of people who made it to a nonprofit website’s primary donation page made a donation

Key Digital Marketing and Online Fundraising Efforts for 2014

These numbers continue to show the consistent incline of online giving we’ve seen for years now. They also serve as a reminder that, while nonprofits have come a long way with their digital marketing and online fundraising efforts over the years, there’s still a lot of room for improvement.

A few key efforts nonprofits should continue to focus on based on the results above:

  • Encouraging and promoting online giving through all marketing channels
  • Making monthly giving a key focus of online fundraising efforts
  • Optimizing email fundraising for a better response and return
  • Finding effective ways to drive more visitors to your nonprofit website
  • Improving website design and flow to better draw people to your donation page

As the Web becomes a more and more important channel for nonprofit fundraising, it’s important for organizations to focus greater attention (and resources) on digital marketing efforts to stand out from the nonprofit pack and continually develop (and improve on) best practices.

Download your full copy of the 2014 M+R Benchmarks Study now.

Related Links:
10 Stats On The Staggering Growth Of Online Giving In 2012
Is Your Nonprofit Doing Enough To Maximize Your Online Giving Potential?
4 Tips For Enhancing Your Online Fundraising Efforts In 2014
13 New Nonprofit Numbers Detailing Overall Donations & Online Giving Growth In 2013