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Convio Online Nonprofit Benchmark™ Study 2011

Convio Online Nonprofit Benchmark™ Study 2011

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Published by Diagram_Consultores
The online channel provides a cost effective and compelling way to engage constituents. Your success online is not solely measured by how much you raise, but how effectively you are able to grow your audience while sustaining and deepening their interest. For the fifth consecutive year, Convio — the leading provider of on-demand constituent engagement solutions for nonprofits — has created The Convio Online Marketing Nonprofit Benchmark Index™ Study to help nonprofit marketers like you answer the following questions:
• What online marketing metrics should I focus on?
• How is my organization doing?
• What targets should I set for my organization?
The online channel provides a cost effective and compelling way to engage constituents. Your success online is not solely measured by how much you raise, but how effectively you are able to grow your audience while sustaining and deepening their interest. For the fifth consecutive year, Convio — the leading provider of on-demand constituent engagement solutions for nonprofits — has created The Convio Online Marketing Nonprofit Benchmark Index™ Study to help nonprofit marketers like you answer the following questions:
• What online marketing metrics should I focus on?
• How is my organization doing?
• What targets should I set for my organization?

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Published by: Diagram_Consultores on Nov 23, 2011
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The Convio Online Marketing Nonprofit Benchmark Index™ Study
THE CONVIOONLINE MARKETINGNONPROFIT BENCHMARKINDEX™ STUDY
Published: March 2011
Authors:
Vinay Bhagat, Founder and Chief Strategy Officer Dennis McCarthy, Vice President, Strategy & Business PracticeBryan Snyder, Convio Senior Analyst
 
The Convio Online Marketing Nonprofit Benchmark Index™ Study
2
 
TABLE OF CONTENTS
 
Introduction .......................................................................................................................................................... 3
 
Key Findings .......................................................................................................................................................... 4
 
Nonprofit Vertical Performance Trends ............................................................................................................. 6
 
Monthly Website Traffic ...................................................................................................................................... 6
 
Registration Rate ................................................................................................................................................ 10
 
Email File Size ..................................................................................................................................................... 11
 
Online Revenue: Fundraising, Growth, Average Gifts and the Value of an Email Address ........................................ 16
 
Email Appeals: Open Rates, Click-Through Rates and Response Rates ......................................................... 22
 
Email Newsletters: Open and Click-Through Rates ........................................................................................ 26
 
Advocacy ............................................................................................................................................................ 28
 
Summary ............................................................................................................................................................. 31
 
Methodology ...................................................................................................................................................... 32
 
Metrics Summary Tables by Vertical ................................................................................................................. 39
 
Discussion of Metrics ......................................................................................................................................... 41
 
Success Stories ................................................................................................................................................... 41
 
 Join the Discussion: Connection Café Blog and Online Convio Client Community ...................................... 41
 
Appendix A: 25
th
, 50
th
AND 75
th
percentile values for Online Revenue ........................................................ 42
 
Appendix B: 25
th
, 50
th
AND 75
th
percentile values for Email Appeals ............................................................ 43
 
Appendix C: 25
th
, 50
th
AND 75
th
percentile values for Email Newsletters ..................................................... 44
 
Appendix D: 25
th
, 50
th
AND 75
th
percentile values for Advocacy................................................................... 45
 
Appendix E: 25
th
, 50
th
AND 75
th
percentile values for Websites .................................................................... 46
 
Appendix F: 25
th
, 50
th
AND 75
th
percentile values for Email Files ................................................................... 47
 
About Convio .................................................................................................................................................... 48
 
 
The Convio Online Marketing Nonprofit Benchmark Index™ Study
3
 
INTRODUCTION
The online channel provides a cost effective and compelling way to engageconstituents. Your success online is not solely measured by how much youraise, but how effectively you are able to grow your audience whilesustaining and deepening their interest. For the fifth consecutive year,Convio — the leading provider of on-demand constituent engagementsolutions for nonprofits — has created The Convio Online MarketingNonprofit Benchmark Index™ Study to help nonprofit marketers like youanswer the following questions:
 
What online marketing metrics should I focus on?
 
How is my organization doing?
 
What targets should I set for my organization?
The appropriate metrics for evaluating thesuccess of any of your online marketingprograms vary depending on your program’sprimary objective. What should you measurewhen your objective is to raise money, drivewebsite traffic, build an email file, drive responseto an advocacy appeal, or prompt some other action? Even when you know what metrics areimportant and how to measure them, how doyou know if your results are good? The only wayto do this objectively is to compare your resultswith those of your peer group.By knowing how your organization performsagainst a benchmark of its peers, you can beginto identify which areas of your online marketingprogram are performing well and which areunderperforming. This quantitative approach tomeasuring success gives you a framework tocontinually refine your tactics, improve theeffectiveness of your online initiatives, andallocate resources more efficiently.This year’s study uses data from nearly 600nonprofit organizations that used the ConvioOnline Marketing platform in 2009 and 2010;that collectively raised $1.15 billion in 2010; andthat have over 171 million email addresses. Thereport aggregates results into benchmarks thatnonprofit organizations can use to compareresults with those of its peer group. Whenselecting which organizations to benchmark your results against, you can consider multipledimensions. For most organizations, though, acommon mission can provide the most validcomparison. Therefore, this study provides

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