Findings also showed tremendous potential for growth in social media: for every 1,000 email list subscribers, participating nonprofits had just 110 Facebook users and 19 Twitter followers.
"Our side-by-side comparison of email, social media and mobile text programs shows that while the newer tools are growing faster, they still haven't caught up with email." says Sarah DiJulio, Executive Vice President for M+R Strategic Services.
The 2011 eNonprofit Benchmarks Study, conducted by M+R Strategic Services and NTEN, examines data from a record 40 nonprofits in sectors ranging from rights to environmental issues. The new high in participation rates in this, the study's fifth year, allowed M+R and NTEN to add a new sector to the report's analysis - Wildlife / Animal Welfare - and uncover some surprising sector-level findings.
In particular, nonprofit groups in the International sector saw explosive growth in online fundraising revenue with an enormous 163 percent increase in dollars raised from 2009 to 2010, spurred by response efforts to 2010's crises in Haiti and Pakistan.
The eNonprofits Benchmarks Study is an industry-leading study that examines fundraising response rates, average gift amounts, advocacy response rates, and e-mail click-through rates, among other factors, to set benchmarks by which nonprofits can measure their online performance. The 2011 study - the fifth Benchmarks report - examines data collected throughout 2010.
To read the full study, please visit: http://www.e-benchmarksstudy.
