M+R-2019年电子邮件基准报告（英文）-2019.7-84页_4mb

2019 M+R Benchmarks Study Summary

Core Content

The 2019 M+R Benchmarks Study provides an in-depth analysis of how nonprofits are performing online, focusing on revenue growth, donor retention, and the effectiveness of digital fundraising and marketing strategies. The study collected data from 135 nonprofits across various sectors, offering a comprehensive view of the digital landscape and the challenges and opportunities it presents.

Main Findings

Online Revenue Growth

• Overall Growth: Online revenue for nonprofits grew by only 1% in 2018, marking the first time in 13 years of the study that growth has fallen below double digits.
• Historical Context: This is a significant drop from the 23% growth seen in 2016–2017. The growth trend flattened after years of steady increase, indicating a return to "normal" levels.
• Facebook's Impact: Facebook Fundraisers emerged as a new and significant revenue source, accounting for 99% of all nonprofit revenue processed on the platform. For some sectors, particularly Health nonprofits, Facebook donations accounted for 30% of online revenue.
• Seasonal Trends: November was the most active month for Facebook Fundraisers, with nearly 25% of total revenue coming in during this period. December, on the other hand, showed no special significance for Fundraisers.

Email Fundraising

• Decline in Performance: Email fundraising metrics declined across the board:
  • Open rate: 15% (down 4%)
  • Click-through rate: 0.44% (up 4%)
  • Page completion rate: 14% (down 18%)
  • Response rate: 0.06% (down 13%)
  • Unsubscribe rate: 0.16% (down 10%)
• Email Volume: Nonprofits sent 4% more fundraising messages in 2018 compared to 2017, but the response rate still dropped significantly.
• Email as a Revenue Source: Email still accounted for 13% of all online giving, despite the decline in effectiveness.

Monthly Giving

• Steady Growth: Monthly giving increased by 17% in 2018, helping stabilize online revenue despite the overall flat growth.
• Retention Rates: Monthly giving had a higher retention rate compared to one-time giving, as donors only need to keep their payment method current.
• Percentage of Revenue: Monthly giving accounted for 16% of all online revenue in 2018, up from 13% in 2017.

Donor Retention

• Overall Retention Rate: 37% of online donors in 2017 gave again in 2018, a 3% drop from the previous year.
• New vs. Prior Donors: New donors had a retention rate of 25%, while prior donors had a rate of 48%, indicating a significant gap in donor loyalty.
• Gift Size and Retention: Donors who gave $250–$499 had the highest retention rate at 54%, showing that mid-level donors are more likely to continue supporting.

Membership and Ticket Revenue

• Membership Revenue: Membership giving made up more than 75% of total online revenue for nonprofits with such programs. It grew by 5% in 2018 after 21% growth in 2017.
• Ticket Revenue: Ticket revenue increased by 52% in 2018, up from 32% in 2017. This growth may be attributed to higher ticket prices or increased online sales.
• Retention for Members: Members had a 33% retention rate, compared to 17% for non-member donors, highlighting the value of membership programs.

Digital Advertising

• Ad Spend Growth: Digital ad budgets increased by 144% in 2018, with the Rights sector seeing the most dramatic rise at 300%.
• Ad Spend Distribution:
  • Direct Fundraising: 55% of ad budgets
  • Lead Generation & Advocacy: 23%
  • Branding, Awareness, & Education: 21%
• Cost Per Lead: The cost to generate a lead varied by channel, with display advertising averaging $3.59 per lead, while other channels had different cost efficiencies.

Key Insights

• The 1% online revenue growth in 2018 reflects a return to more stable, long-term trends after years of rapid expansion.
• Facebook Fundraisers have become a critical new source of revenue, especially for Health nonprofits.
• Email fundraising is facing increasing challenges, with declining response rates and open rates.
• Monthly giving is a key driver of retention and stable revenue growth.
• Donor retention is a complex issue, with significant differences between new and prior donors, and between gift sizes.
• Membership and ticket revenue are important components of online fundraising, with membership showing strong retention and ticket revenue growing rapidly.
• Digital advertising is expanding rapidly, but its effectiveness and ROI remain a subject for further exploration.

Conclusion

The 2019 M+R Benchmarks Study highlights the evolving landscape of nonprofit digital fundraising and marketing. While online revenue growth slowed, new channels like Facebook Fundraisers and the expansion of monthly giving provided some stability. Email fundraising, however, is under pressure, and donor retention is a critical area for improvement. The study emphasizes the importance of understanding and adapting to these trends to effectively engage supporters and drive sustainable growth.