New Convio Online Marketing Nonprofit Study

One of the best studies of how nonprofits are using online communications is Convio’s annual report. The report, which was released today, is well worth a read. Here are a few of the key findings from their report:

• Online fundraising continues to grow. Overall, 79 percent of organizations included in the report raised more in 2010 than 2009.
• Advocacy continues to play an important role. Total number of advocates on file increased by 20 percent, and 6.4 percent of advocates on file were also donors, up from 5.9 percent in 2009.
• An increase in gift count and average gift size primarily drove fundraising gains. This indicates more people are moving online to give even if inspired through other channels.
• Email files continued to grow strongly. The median total email file grew 22 percent to 48,700 constituents. The increase in people engaging online means organizations need to ensure their communications and fundraising asks match the channel preferences for their constituents if they hope to maximize the value of each relationship.
• Haiti relief played a strong role in growing aggregate online fundraising. The vertical most impacted by the Haiti event was the Disaster & Relief vertical, growing 38 percent from 2009 to 2010. Independent of the Haiti event, however, Disaster & Relief still grew at a healthy 23 percent from 2009 to 2010.

Here’s a link to download the Convio Online Marketing Nonprofit Benchmark Index™ Study (in PDF).

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