The Agitator

Convio has just published an excellent report on online fundraising trends, together with their advice on how nonprofits can improve their online fundraising programs.

This is a "must-read" document, for two reasons:

1) The report is full of stats from a broad range of nonprofits that you can use to benchmark your own online fundraising and communications program. For example:

• In 2008, online fundraising revenue increased 14%;
• 15-25% of online revenue comes from email communications, mostly direct appeals;
• The median open rate for email newsletters is 23%;
• The median open rate for email fundraising appeals is 2% (with median response rate of 0.13%);
• On average, nonprofits "convert" 2-3% of the unique visitors to their websites (i.e., get them to register for further e-contact).

And many more stats to benchmark against.

2) In addition, the report is full of suggestions about how you can do better.

For example, I liked their ideas on how to promote your website using offline resources:

• Feature specific calls-to-action that are only available online, such as response to specific articles, participation in surveys;
• Feed online-generated content — such as survey results, reader comments — into your offline communications;
• Highlight online donor relationship management, like ability to update mailing addresses or other donor preferences;
• Use story continuations to drive cross-over traffic — e.g., more photos to illustrate the story, additional resources.

All in all, it’s a great piece of work. Convio, you deserve a raise!

Tom