Total online revenue grew by 23% in 2017, after 15% growth in the year before. Nonprofits are reaching more people through digital channels than ever before: email lists grew by 11%, a growth rate outpaced by list growth in major social media platforms (Facebook, 13%; Twitter, 15%; Instagram, a whopping 44%).
But look a little closer, and it’s clear that all this good news is not evenly distributed — and there are some clouds gathering on the horizon.
To start with, just about every individual email metric declined:
- Open rates for fundraising and advocacy emails shrank by 1%.
- Fundraising email click-through rates went down 6% (to 0.42%).
- Page completion rates were down 6% for fundraising messages (to 17%) and 4% for advocacy messages (to 76%).