Digital Campaigns: What’s Working Now
(2012 eNonprofit Benchmarks Study)

Here’s a sneak peek at the key findings of the 2012 eNonprofit Benchmarks Study, co-authored by NTEN and M&R Strategic Services. Click the infographic at left for a larger, readable version:

  • Email is working well for advocacy campaigns. Fundraising and advocacy campaign open rates hold steady, but response rates rose for advocacy campaigns..
  • Monthly giving is a 5-star opportunity, with a 3% increase in its role in total online giving. Get your program up and running if you don’t have one already.
  • .org Facebook communities are increasingly active, with 2.5 daily like & comments for every 1,000 users (vs. 1.7 in 2011). Not clear what that means in terms of ultimate response.


I’ll report out on the complete study, and its implications for your marketing and fundraising, on release April 5 at the NTC (Nonprofit Technology Conference).

If you’re interested in comparing 2012 vs. 2011, here’s the 2011 eNonprofit Benchmarks Study infographic.

P.S. Get more in-depth case studies, templates and tools, and guidance for campaign success in the twice-monthly Getting Attention e-update. Subscribe today.

Nancy Schwartz on March 28, 2012 in Digital Campaigns | 3 comments
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  • Steve Gordon

    This summary and the downloadable report are thought provoking. But, how do nonprofits know “open rates” on their emails? The other metrics are self evident.

  • http://GettingAttention.org Nancy Schwartz

    Steve, all email service providers (esp) from a basic service like Constant Contact to a more comprehensive CRM like Convio provides email open rates on each campaign sent, as well as click-through rates. If you’re esp doesn’t do so, switch! Or if you’re sending emails from your org’s own server-don’t, it’s likely to get your domain tagged as a spammer. Use an esp.

  • Steve Gordon

     Thanks, Nancy. We are looking to sign up for Constant Contact.

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