1. 2012 eNonprofit
Benchmarks Study
#12NTCBench
M+R Strategic Services
NTEN
Planned Parenthood
Federation of America
www.e-benchmarksstudy.com 1

2. www.e-benchmarksstudy.com2
2012 eNonprofit Benchmarks Study Slide 2

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4. How Did We Segment the Data?
44 groups, 4 sectors:
• International
• Environmental
• Rights
• Wildlife and Animal Welfare
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5. Reading the Charts
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6. Email Open Rates
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7. Email Click-Through Rates
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8. Message Volume by Type of Message
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9. Net Sector Growth - Email List Size
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10. Email Unsubscribe Rates
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11. Email Fundraising Response Rates
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12. Change in Online Revenue, 2010 - 2011
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13. Change in Number of Online Gifts,
2010 - 2011
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14. Change in Average Gift Size, 2010 - 2011
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15. Change in Dollars Raised,
One-Time vs. Monthly
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16. Monthly Giving as a Percentage of
Total Online Revenue
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17. Advocacy Response Rates
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18. Social Media & Text Messaging
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19. Total Facebook Fan Page Users
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20. Facebook Fan Page Daily Action Rate
per 1,000 Users
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21. Text Messaging, Growth, and Churn
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22. Tactics for Recruiting New Mobile
Subscribers
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23. Title
Text
Recent Campaigns, Data,Text
Text
Testing, and Benchmarks
(oh my!) Stephanie Lauf
Director, Digital Fundraising & Supporter Engagement
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Date Page Title 2

24. Health Information & Services
Advocacy
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26. By the end of the campaign…
• 826,000 unique signers to Open Letter
• Over 30% were new list members
• Tons of donations
• Over 35,000 calls to Congress
• Facebook and Twitter audiences more than
doubled
• Supporter were energized like never before
• Most importantly: WE WON.
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27. Fortnightly Reports
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29. Benchmarks and You
Download the report at
www.e-nonprofitbenchmarks.com
Questions? Want to be a part of
our research?
Email clefevre@mrss.com
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30. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval
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31. Thanks!
Q&A
Q&A
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