For the past few years, nonprofits have been raising 40% to 60% of their money online during the month of December. How did the nonprofit community fare in 2010? In a report outlining results from the 2010 year-end fundraising cycle, M&R analyzed thirteen of their clients outcomes and shared some great data. Highlights include:
- 77% raised more money in 2010 than they did in 2009.
- The number of donors grew by 12% in 2010.
- 85% saw the same or lower email response rates than they did in 2009.
- 85% sent more solicitations in 2010 vs. 2009.
- There was no real trend on average gifts – 54% had a higher average gift in 2010 than they did in 2009, while 46% had lower average gifts.
What do these year-end fundraising results mean to your nonprofit’s fundraising program?
As the economy improves, nonprofits will continue to raise more money online and across channels (direct mail, telemarketing, etc). However, nonprofits are continuing to see a decline in response rates to email appeals, though they are reaching larger audiences and converting more of their recruited members into donors. Bottom line? Nonprofits need to experiment and test their online fundraising appeals to determine what types of campaigns, messaging, and tactics are resonating with their lists. And remember, what works for one nonprofit, may not work for another organization.
To inspire donors to give more money consider testing the following:
- Matching gifts
- Premiums
- Using video or no video
- Messages from Celebrities that are truly connected to your nonprofit’s issue
- Positive Vs. Negative messaging
- Highlighting different gift amounts. (For example, the M&R study showed that for a couple of the organizations, a gift string that started with $25 raised more revenue, had a higher average gift, and even converted more donors than one that started with $35).
- Deadlines
Do you test your fundraising strategies? What’s worked for your nonprofit?
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