Great service from Convio for sharing this summary and Michael Stein for his work.
There are some really interesting trends in here. What do they tell us about the future? How do these trends shape the movement?
- Online giving grew 14 percent. 69 percent of organizations raised more in 2009 than 2008, while 31 percent saw declines in their online fundraising.
- 61 percent of all organizations saw their average gift drop in 2009.
- The average online gift was $80.81,
- the online revenue per usable email address in 2009 was $11.68.
- Small organizations grew fastest. Organizations with fewer than 10,000 email addresses on file grew online revenue by 26 percent, and gifts by 32 percent.
- Email files continued to grow strongly. The total email file grew 27 percent in 2009 to 39,100 constituents.
- The open rate for email fundraising appeals was 19%. The click-through rate was 1.7%, down from 2% in 2008. The overall performance of online fundraising appeals was 0.15%, a slight rise from the year before.
- Web traffic growth continued for most, but at a slower rate. 60 percent of organizations grew their website traffic from 2008 to 2009. Web traffic growth in 2009 was in the single digits at 6 percent compared with double digit growth seen in previous years.
- Web traffic was strongly correlated with email file growth. 38 percent of an organization’s success building large email files could be directly attributed to the amount of traffic to the organization’s website.
- Registration rates dropped. The rate at which organizations converted website visitors to their email file declined to 2.12 percent in 2009.
- Constituents were more reluctant to open emails and click-through. While open rates for both fundraising appeals and newsletters remained around 20 percent, the click-through rates for both types of online communication declined in 2009.
- About 7% of online activists also donated money online to the organization they took action with. Conversely, 8% of online donors also took an online advocacy action with the same organization.
Growth in small orgs. Growth in those that invest in generating web traffic. Growth in depth of connections with the membership.