Online fundraising revenue and advocacy response rates grew in 2011, according to a new nonprofit study, with more users donating and advocating for their nonprofit causes on social media platforms than ever before.
The 2012 eNonprofit Benchmarks Study was published by M+R Strategic Services, a fundraising consulting company, and the Nonprofit Technology Network.
There are many trends and stats covered in the report, but here are just a few that stand out.
1. Online fundraising on the rise: Overall fundraising revenue saw extensive gains with an average increase of 19% from 2010to 2011. International sector organizations – which saw a spike in fundraising due to high profile aid needs in 2010 – represent the only sector that saw a decrease in online revenue from 2010 to 2011.
2. Facebook leads the way: No surprise here, Facebook continues to lead the way for non-email communication methods, with 103 Facebook fans for every 1,000 email subscribers. Proportionally, Twitter has a little under a third of that number. For every 1,000 email users, a nonprofit with a mobile program has 12 text messaging subscribers.
Nonprofit Facebook fan bases have seen phenomenal growth between 2010 and 2011, with the average nonprofit increasing its fan base by 70%.
3. Increased interest in online advocacy: Overall advocacy response rates in 2011 demonstrated a strong improvement over 2010, with an average increase of 28%. The improvement was particularly marked in the environmental and rights sectors, which had average response rates of 4.9% and 4.4% respectively.
For the full report findings, I encourage you to visit: 2012 eNonprofit Benchmarks Study.