2023年非营利组织电子邮件营销报告-MR

M+R Benchmarks Summary 2023

Core Content

The 2023 M+R Benchmarks Study provides an in-depth look at the digital strategies and performance of 215 nonprofits. It emphasizes the complexity and diversity of nonprofit work and the evolving role of digital channels in fundraising, advocacy, and supporter engagement. The report uses a food-themed analogy to make the data more engaging and relatable, highlighting the importance of understanding the nuances behind the numbers.

Main Findings

• Online Revenue Trends:

  • Average online revenue declined by 4% from 2021 to 2022.
  • Monthly giving increased by 11% and accounted for 28% of all online revenue.
  • Revenue from Hunger/Poverty nonprofits dropped by 14% in 2022, while Disaster/International Aid nonprofits saw an 8% increase.
  • In 2020, Hunger/Poverty nonprofits experienced a 35% revenue drop, indicating a trend of declining support over two years.
  • Giving Tuesday revenue declined by 13% from 2021 to 2022, with email revenue dropping by 18%.
  • December 31 revenue fell by 13% overall, and email revenue dropped by 22%.

• Digital Advertising:

  • Direct fundraising ads accounted for 56% of ad spending, while branding, awareness, or education ads made up 26%.
  • Search ads had the highest return on ad spend (ROAS) at $2.75 per dollar spent.
  • Display ads had the lowest ROAS at $0.33, and Social ads (Meta, Twitter) had ROAS below $1.00.
  • Meta had the highest cost per donation at $469, while search had the lowest at $16 for Public Media nonprofits.

• Email and Mobile Messaging:

  • Nonprofits sent 60 email messages per subscriber in 2022, including 29 fundraising appeals.
  • Email accounted for 14% of all online revenue.
  • TikTok was an active platform for 30% of participants, with an average of 4 followers per 1,000 email subscribers.
  • Email lists lost 2% of subscribers in 2022, but were largely offset by new subscribers acquired through paid advertising.
  • The ratio of ad-acquired leads to start of year email list size averaged 0.09 across all nonprofits, with Rights nonprofits having the highest ratio at 0.28.

• Website Traffic:

  • 57% of traffic came from mobile devices, while 43% came from desktop.
  • 75% of revenue came from desktop users, indicating a preference for desktop engagement despite mobile traffic dominance.

Key Insights

• The decline in online revenue is not uniform across all sectors, with Hunger/Poverty nonprofits facing the most significant drop.
• Giving Tuesday and December 31 are critical fundraising days, but performance on these days has declined, raising questions about donor behavior and the impact of external factors such as inflation, recession fears, and the shift back to "normal" after pandemic-driven fundraising.
• Digital advertising and email campaigns are deeply interconnected, with each depending on the other for success. Nonprofits should adopt a multi-channel approach to maximize impact.
• Lead generation through digital ads is a costly endeavor, with small nonprofits spending more per lead than larger ones.
• Peer-to-peer text messaging is widely used for fundraising and advocacy, with 62% of participants using it for fundraising and 47% for advocacy actions.

Conclusion

The M+R Benchmarks Study underscores the importance of a nuanced, multi-channel digital strategy for nonprofits. It highlights the need for a balanced approach that includes both digital advertising and email engagement, as well as the role of mobile messaging in driving deeper supporter involvement. The report also calls attention to the challenges of retention and the need for recurring giving to sustain revenue growth. By understanding these trends and insights, nonprofits can better navigate the evolving digital landscape and continue to make a meaningful impact.

Additional Notes

• The report includes infographics, collages, and recipes to make data more accessible and engaging.
• It is part of a broader effort by M+R to provide resources, advice, and tools to nonprofits, emphasizing the importance of transparency and data-driven decision making.