Online fundraising benchmarking study – how well is your email activity performing?

The 2008 eNonprofit Benchmarks Study has just been released by M+R Strategic Services and the Nonprofit Technology Network, and contains a wealth of data which will be of real interest to you if you’re involved in online fundraising or campaigning.

Covering everything from click-through and conversion rates (by cause) to how much you might expect your email list to churn, it provides some really valuable data to help benchmark your own organisation’s performance. As an update of an equivalent report released back in 2006, it also provides insight into how performance against key metrics is changing over time.

The findings are based on the analysis of data from 21 US nonprofits involved in online fundraising and campaigning, but seem to tally well with the equivalent data I see for the range of UK charities I work with.

The report is free to download here.


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