Email Marketing Stats and Trends for Nonprofits

Kivi's Nonprofit Communications Blog

The Convio study has median growth rate for email lists at 17% while M+R has it only slightly lower at 16%. The average unsubscribe rate from a single email was 0.19%. (M+R). Top email marketing objectives were: keeping supporters informed (80%), attracting and retaining donors (64%), and driving online donations (61%). 2011 fundraising response rates flat at 0.08%, while the advocacy response rate increased 3.8% (up 28% from 2010). (M+R).

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Why Chuck Longfield Is Worried

The Agitator

For purposes of this post, he’s a first-rate innovator who is more intimately familiar with direct response fundraising trends than anyone I know. And he did just that at the Direct Marketing Association’s Washington Conference last week in a fact-packed session on Acquisition and Retention Trends. Yet year after year that’s exactly what’s happening in donor acquisition and retention. EMPHASIZE DONOR RETENTION OVER ACQUISITION.