Thursday, 05 May 2016 08:12 AM / by Sean Finnegan

It is common wisdom in online fundraising that more email opens and clicks lead to more donations but that is not exactly the case, as a new study reports. In email fundraising there is not an exact correlation between opens and donations.

“A recently released study reports the growth of nonprofit fundraising email revenue was up 25 percent even though email metrics such as open and click-through rates are down.”

Non-profit supporters are becoming more sophisticated and they very likely recognize fundraising emails when they see them. They already know something about the non-profit, and once they see an email, that they know is a donation email, they open or do not open depending on their willingness to give at a moment.

This means that non-profits have to become more sophisticated in developing their online fundraising strategies. We have different ways to promote our non-profits and get the word out about what we are doing, so we should use all the different channels to spread the word. So when our supporters receive a fundraising email from us, they already have some knowledge of what we are doing.

For more on the report, check out: https://nonprofitquarterly.org/2016/04/25/study-email-opens-down-but-email-fundraising-revenue-is-up/

 

 

Featured Testimonial

Featured Testimonial

ICMC, the International Catholic Migration Commission, began work with Lawrence Direct Marketing Inc. (LDMI) at my urging when I served as ICMC President. Despite being... Read more...

Right - Twitter Feed

LawDirectMktng Virginia earned the top slot in CNBC's 2021 ranking of America's best states for business.The commonwealth also ear… https://t.co/12EvpfsTPV
LawDirectMktng RT @NonprofitMailer: Package Shipping Business groups urge Postal Service reform - Mahoning Matters https://t.co/Kvf5o2erij
LawDirectMktng #donors Privacy — and Free Speech — Protected in Supreme Court Victory – In Defense of Liberty https://t.co/VQvLI1tHdi

       

Back to top

Powered By

Powered By WebKenner