Convio, a provider of on-demand constituent relationship management software and services to nonprofit organizations, recently released results of their online fundraising and marketing study. According to the study nonprofits saw positive year-over-year growth in 2008 in key areas of online success, such as online fundraising, e-mail file growth and Web site traffic.
The study aggregated results into benchmarks that nonprofit organizations can compare against their peer groups and the industry as a whole. In addition, the study provides separate benchmarks for 14 nonprofit industry subgroups or verticals across 21 key metrics. Finding from the study include:
- In comparison to 2007, results for online fundraising, email file growth, and website traffic in 2008 were up 14 percent, 28 percent, and 20 percent, respectively.
- Web traffic to nonprofits continues to expand. Average monthly Web site traffic grew year over year at a rate of 20 percent.
- Increase in number of gifts drives online revenue. Fourteen percent growth in online revenue was fueled by a 14 percent increase in the number of gifts nonprofit organizations received in 2008.
- Overall nonprofits experienced just 3 percent growth in online revenue in the fourth quarter of 2008. This growth, compared to the 18 percent growth for the whole year, indicates that the economy did have a heavy negative impact on online fundraising during that period. Large organizations bucked the trend by experiencing growth that was 11 times the industry average.