As promised, we’ve got some takeaways from the always-fascinating M+R Benchmarks Study of online giving.
This year’s study included data from 133 nonprofits, including seven Avalon clients. Be sure when reviewing the findings to look not just at overall metrics, but also at the metrics for organizations in your sector and of comparable size.
Takeaway: Since more people are visiting your website, make sure it’s optimized to convert donors—make it easy for people to give by creating a straightforward path to the donation form. And be sure the donation form (and the site as a whole) uses responsive design so that everything looks good on all devices.
Takeaway: With the increased volume in everyone’s inboxes, it’s becoming increasingly more important (and more difficult) to stand out in the crowd. So focus on that.
Takeaway: It might be time to explore and test digital ad spending, in addition to your email campaigns.
Takeaway: As with other fundraising channels, plan and test your digital strategy to maximize your budget. Test the possibilities: display ads, search ads, and social media ads.
Takeaway: Jump on the bandwagon and ramp up your sustainer recruitment to attract more of these loyal and valuable donors.