NATIONAL ARTS PUBLICATION DATABASE (NAPD)
2018 M+R Benchmarks Study

Author: M+R

Publication Year: 2018

Media Type: Report

Summary:

This study contains data about online fundraising, advocacy, and marketing.

Abstract:

This study contains data about online fundraising, advocacy, and marketing. Here are a few few highlights:

  • The study includes data from 154 nonprofit participants across nine sectors, covering key metrics for email, website traffic, social media, digital advertising, and more.
  • Overall online revenue increased by 23% in 2017; email-driven revenue kept pace, with 24% growth.
  • Monthly revenue growth was particularly impressive: a 40% increase over 2016.
  • The average retention rate for online donors was 38%.
  • Digital ad spending increased by 24%, and this year, for the first time, we were able to report benchmark metrics for return-on-ad-spend, including display, social media, and search ads.
  • Desktop users accounted for half of all nonprofit website traffic—and over two-thirds of all donations. But mobile usage is growing fast as a proportion of overall traffic.
  • Each post a nonprofit made on Facebook only reached 7% of its fans in 2017 (and we have a LOT more to say about social media engagement).

Arts & Intersections:

Categories: Marketing and Communications, Fundraising

ADDITIONAL BIBLIOGRAPHICAL INFORMATION

Series Title:

Edition:

URL:

SBN/ISSN:

Pages: 118

Resources: Document

PUBLISHER INFORMATION

Name: M+R

Website URL: https://www.mrss.com