Some Key Facts in 2015 That Your Nonprofit Should be Aware Of

Below are several highlighted facts in the Nonprofit Industry from the Direct Marketing Association’s launch of the 2015 DMA Fact Book. Take a look, and see how your organization is doing in comparison.

Giving is up for the 5th year in a row.

  • Top five types of nonprofits consumers are giving to:
    1. Church/Place of Worship (50%)
    2. Local Social Service Organizations (45%)
    3. Children’s Charities (37%)
    4. Health Charities (35%)
    5. Animal Rescue/Shelter/Protection Charities (25%)
  • 1 in 3 consumers surveyed say they have responded to a letter in the mail or made a donation online

Online Opportunity

  • Averages across the industry show healthy giving trends:
    • $101.62 average first time online donation
    • $93.82 average repeat online donation
    • $118.74 average non-sustainer online donation
    • $33.01 average online sustainer (monthly) donation
  • Frequency is still a question across the industry based on 2015 plans:
    • 28% will send email monthly
    • 26% will send quarterly
    • 8% will send every other week

When nonprofits rated the importance of all channels, the top 3 were all digital:
1. Websites
2. Email Marketing
3. Traditional Social Media

Social Media

  • Facebook continues to be considered most effective, with Twitter and YouTube in the 2nd and 3rd
  • Content management & development have been a challenge for several years and that continues this year:
    • Over half of the nonprofits surveyed indicated that lack of budget is the #1 challenge
    • Measuring the effectiveness of content is the 2nd most common challenge
  • 1 in 3 nonprofits surveyed indicated that technology and/or lack of buy‐in from leadership where barriers to delivering relevant content to online constituents.

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