Study of Online Giving Trends Released
Convio, Inc. has announced the results of its annual Convio Online Marketing Nonprofit Benchmark Index Study. This year’s study shows that online giving is growing steadily, there has been an increase in the number of online gifts and nonprofits are continuing to grow their email files.
The study is designed to help nonprofit professionals evaluate beneficial online marketing metrics, evaluate the effectiveness of their organization compared to similar organizations and determine strategies for future success. The study focused on key areas related to online success, including:
- Website traffic and registration
- Email file health
- Online fundraising
- Online communications
Key findings of the study include:
Online giving grew 14 percent despite a difficult economy. Overall, 69 percent of organizations raised more in 2009 than 2008, while 31 percent saw declines in their online fundraising.
An increase in gifts drove fundraising gains. Of those that grew fundraising in 2009, 92 percent saw an increase in the number of gifts in 2009 compared with just 43 percent of organizations seeing an increase in their average gift amount.
Small organizations grew fastest. Organizations with fewer than 10,000 email addresses on file, many of which are participants in the Convio Go! program, grew online revenue by 26 percent, and gifts by 32 percent.
Web traffic growth continued for most, but at a slower rate. 60 percent of organizations grew their website traffic from 2008 to 2009. Web traffic growth in 2009 was in the single digits at 6 percent compared with double digit growth seen in previous years.
Web traffic was strongly correlated with email file growth. 38 percent of an organization’s success building large email files could be directly attributed to the amount of traffic to the organization’s website.
This year’s study analyzes data compiled from 499 nonprofit organizations that have at least 24 months of data to compare. The study aggregates results into benchmarks that nonprofit organizations can compare against their peer group and the industry as a whole. In addition the study provides separate benchmarks for 15 nonprofit industry sub-groups, or verticals across 19 key metrics. In total Convio’s clients raised more than $920 million online in 2009.
The full study is available on the Convio website.