How Do Your Stats Sound?

“If you want to be heard, you gotta get loud.”


That’s from the “liner notes” of the new M+R Benchmark Study “of nonprofit digital advocacy, fundraising, social, and advertising.”

Don’t be fooled by the musical riff. This is hard-core data. Even bigger, better and bolder than before. It’s also a must-read resource for any nonprofit development professional. 

There’s virtually no way to offer a simple synopsis of this year’s report. And that’s the beauty of it. More nonprofits participated (133:105) and the insights and analysis of the eight different sectors seem to go even deeper. The overall averages are interesting, but I found looking at sector-specific trends provided even greater insight. 

For example, while participants in the Wildlife/Animal Welfare sector saw lower than average email revenue growth (+5% compared to +15%), their growth in overall online revenue was slightly higher (+16% compared to +14%). Is that because they’re more active on social media (more followers and a higher-than-average number of posts per day)? Or could it be due to their higher-than-average increase in spending on digital advertising (+85% compared to +69%)? 

Some trends should cause concern.

  • The number of messages per constituent went up again, 10%. The average subscriber got 69 messages per year from every nonprofit they support. (24 fundraising messages, 20 advocacy messages,  11 newsletters and 14 others). Is it any wonder that open rates, clickthrough rates and response rates all went down? (Fundraising responses rates now average 0.05%. That’s one response to every 2,000 emails!)
  • Nonprofits are becoming more active in social media as well. But while the number of Facebook fans and posts have increased, this report estimates that only about 8% of your fans will see a post if it’s not promoted. And only about 3% of the posts were promoted.

There are encouraging trends as well:

  • Overall online revenue is up (+14%), list size is up (+10%), website traffic is up (+3.6%) and monthly giving continues to grow (+23%).
  • Some sectors are doing exceptionally well at engaging constituents. Public Media newsletters, for example, saw an average open rate of 24% (compared to 14% overall). 
  • While only a few of your fans are likely to see your Facebook post, it will also be seen by about as many people who aren't currently connected to you.

And then there are details that are just downright interesting. Like comparing to the types of content posted. Wouldn’t that be helpful to consider as you planned your social media activity?

I think M+R along with NTEN, the Nonprofit Technology Network has done the industry a tremendous service by publishing Benchmarks 2017.

Check it out for yourself. I think you’ll agree!