Charities raised 14 percent more online last year than in 2012, according to a new study of 53 large nonprofits, including the AARP, Feeding America, Sierra Club, and Unicef, including the AARP, Feeding America, Sierra Club, and Unicef.
The number of gifts also increased by 14 percent, to more than 5.6 million in 2013, according to the study by the consulting firm M+R and Nonprofit Technology Network, or NTEN, the membership group of nonprofit professionals in technology.
Among other findings:
- Nonprofits received 1.7 cents for every fundraising email message they sent to donors. In comparison, they received 60 cents for every visitor to their websites.
- Monthly website traffic rose 16 percent last year. Fifteen percent of the people who visited the nonprofits’ donation pages made a contribution.
- Donations made in response to email appeals accounted for about a third of the nonprofits’ online fundraising revenue. But the number of people opening messages and responding to those emails declined. Charities experienced a 4-percent decrease last year in the percentage of email appeals that were opened and an 11-percent drop in donations made in response to such solicitations.
- Revenue from monthly giving rose 25 percent last year, accounting for 16 percent of all gifts made online.
- Charities’ work to expand their social-media followers paid off. Fans on Facebook increased 37 percent and followers on Twitter grew 46 percent in 2013.
- Nonprofits post on Facebook an average of 1.2 times per day, and they tweet 5.3 times a day.
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