The study, which provides cause-specific benchmarks across a range of email metrics is based on data from 32 US nonprofit organisations, but I’ve always found the results to be a good steer for European nonprofits too.
The headline take-out is that despite the recession most of the organisations taking part in the study saw their online fundraising up overall from 2007 to 2008, driven by more donors giving online but at lower average values than seen previously.
Beneath this overall trend is a wealth of data across both fundraising and advocacy activities that anyone involved in email communications is bound to find useful.
The eNonprofit Benchmarks Study was first released in 2006, so it offers the potential to examine the latest data in the context of previous years to illustrate some multi-year trends. Unfortunately the latest report doesn’t provide much insight beyond the 2007 to 2008 comparisons, but you can still download the 2008 Report and also the 2006 Report (there wasn’t one in 2007) to look at the trends yourself.