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Hatef Yamini 3 min read

M&R, Convio, Target Nonprofit Online eBenchmark Study

M&R needs no introduction, so I was happy to learn that they have recently released a summary/review of three of the latest online benchmark studies.  One of the studies is by M&R, while the other two are from Convio and DonorDigital/Target Analyis Group.

According to Eve Fox, "the reviews include a summary of the main findings on which all three studies agree, as well as additional points of interest from individual studies."

The summary states that "though the data differs somewhat among the studies, one point is perfectly clear: the Internet is the place for nonprofits to invest!"  The report's optimism stems from the fact that online giving is on the rise, and nonprofits have taken advantage of the internet to respond quickly to breaking news  and opportunities to garner donations.  Growing email lists have also generated a larger number of successful advocacy actions.

The summary also shows that in general, numbers for online donations are nearly double those of offline donations for most organizations.  The demographics of internet donors also mean huge opportunities to increase revenue by targeting your fundraising activities on the internet.

The report elaborates on these findings and provides statistics, tables and encouraging conclusions for all of us in the world of online advocacy.  Be sure to check out this very useful tool for shaping your online marketing efforts.

The summary is available as a .pdf download.

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