What’s happening in the world of digital communications and fundraising? How can I help you measure your performance better? More importantly, how can I help you raise more money online and through social media?
- Overall online revenue increased by 14% in 2016, similar to the 15% growth participants measured in 2015. International nonprofits composed the only sector to see a drop in online revenue in 2016 – a year-over-year decline of 12%.
- Revenue from monthly giving grew by 23%, compared to 13% growth for one-time giving. Monthly revenue growth outpaced the growth in one-time gift revenue for every sector except Public Media, which saw a decline in monthly revenue. Monthly giving accounted for 16% of all online revenue in 2016.
- Email messaging accounted for 26% of all online revenue. The 15% increase in email revenue closely tracked the 14% growth in online revenue overall.
- The average revenue raised per 1,000 fundraising messages delivered was $36. This represents a modest (2.6%) decline from 2015 – but the relatively stable overall number obscures substantial variation between sectors. Rights nonprofits saw a 20% increase in this metric, while the Wildlife/Animal Welfare sector experienced a 25% decrease. As always, pay special attention to groups of your size and in your sector when reviewing the full report.
- For every 1,000 email subscribers, the average organization has 428 Facebook fans, 141 Twitter followers, and 39 Instagram followers.
- Nonprofit Facebook, Twitter, and Instagram audiences experienced impressive growth in 2016. The number of Facebook fans grew by 23% over 2015; Twitter followers by 50%, and Instagram followers by 101%.
- Organizations posted to Facebook an average of 1.4 times per day and tweeted an average of 3.7 times per day. Wildlife/Animal Welfare nonprofits were the most prolific on both platforms.
- Facebook engagement was substantially higher than Twitter engagement. On Facebook, 4.6% of users who saw a post engaged in some way, while only 1.3% of Twitter audiences did the same.
- Nonprofits paid to increase reach for 2.7% of their Facebook posts in 2016.
- Just 8% of a nonprofit’s Facebook fans viewed an average post.
Should you invest in Facebook ads and boosted posts?
The researchers recommend a new measurement for Facebook activity in addition to your friend count. They call it Earned Reach Average (ERA): the average number of people who see a given post for every Facebook fan you have. Check out the study to see how you compare to others.