Online Giving, Ad Spending Growing Significantly

Friday, August 24, 2018

Total online revenue continues to grow at an accelerated rate, with charities raising a median of 23 percent more online last year than in 2016, according to a new study by the communications agency M+R.

The annual M+R Benchmarks Study includes data from 154 nonprofit participants across nine sectors, covering key metrics for email, website traffic, social media, digital advertising, and more. The study analyzes the results of almost 4.7 billion email messages sent to over 53 million list subscribers; 528 million web visits; more than $738 million of online revenue from nearly 12 million donations; and 17 million advocacy actions.

Researchers estimate that on average, 38% of donors who made an online gift to a nonprofit in 2016 made an online gift again to that nonprofit in 2017.

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