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Key Findings from the 2012 eNonprofits Benchmarking Study

April 2012

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  • The 2011 fundraising response rates remained at 0.08%, with a negligible increase of 2% on average from 2010 to 2011.
  • The advocacy response rate increased by 28% from 2010, to 3.8%.
  • Overall fundraising revenue saw extensive gains with an average increase of 19% from 2010 to 2011. International sector organizations—which saw a spike in fundraising due to high profile aid needs in 2010—represent the only sector that saw a decrease in online revenue from 2010 to 2011.
  • The nonprofit e-mail-driven donation form had a median completion rate of 17%.
  • While one-time gifts remained the largest source of online revenue for participants, online revenue from monthly giving is growing at a much faster rate.
  • Annual list churn was 19%.
  • The average nonprofit Facebook fan page had 31,473 users, defined as people who "Like" a fan page.
  • Nonprofit Facebook fan bases have seen phenomenal growth between 2010 and 2011, with the average nonprofit increasing its fan base by 70%.
  • For every 1,000 members of an e-mail list, the average nonprofit had 103 Facebook fans, 29 Twitter followers, and 12 mobile subscribers.

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© 2012, M+R Strategic Services and The Nonprofit Technology Network. Excerpted from the 2012 eNonprofits Benchmarking Study; excerpted with permission.

M+R Strategic Services is dedicated to helping our clients advance their missions in order to bring about positive change. We do this by helping organizations and campaigns we believe in develop smart and effective strategies, hone their messages, mobilize their members, build grassroots support, raise money, and communicate effectively with the media, the public, and decision makers, both online and off.

NTEN: The Nonprofit Technology Network is a community transforming technology into social change. We aspire to a world where all nonprofit organizations skillfully and confidently use technology to meet community needs and fulfill their missions. We connect our members to each other, provide professional development opportunities, educate our constituency on issues of technology use in nonprofits, and spearhead groundbreaking research, advocacy, and education on technology issues affecting our entire community.

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Cover of 2012 eNonprofit Benchmarking Study