The 2021 Open Data Project [español, français] seeks to gain a better understanding of how nonprofits, NGOs, and charities worldwide use technology for digital marketing and fundraising. At the core of the project is the 2021 Global NGO Technology Survey and the data below is based on the survey responses of 478 nonprofit email marketing managers. It’s worth noting that in the survey the questions about email marketing and fundraising are only presented to those that have working knowledge in nonprofit email marketing and fundraising.
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1) 69% of nonprofits worldwide regularly publish an email newsletter. Of those, 93% use an email marketing service, such as MailChimp or ConstantContact, to send their email newsletters. 7% send their email newsletters via BCC.
2) 37% regularly delete unengaged email subscribers. An unengaged email subscriber is one that has not opened or clicked an email within a set timeframe, such as three or six months.
3) 64% of nonprofits use personalization in their email newsletters, such as a first name in the subject line, in the salutation of the email, and/or in the body of an email.
4) 25% use email subscribe pop-ups on their website.
5) 41% of nonprofits worldwide send email newsletters to their supporters and donors monthly. 28% quarterly, 18% twice monthly, 10% weekly, 2% weekly, and 1% daily.
6) 74% regularly send email fundraising appeals. An email fundraising appeal is an email with the sole purpose of inspiring and asking donors to make a donation.
7) 68% of nonprofits send email fundraising appeals quarterly. 20% monthly, 7% twice monthly, 3% weekly, 1% twice weekly, and 1% daily.
8) When asked about their fundraising experience with email fundraising appeals, survey participants responded:
38%: Our organization has raised the amount of money we expected.
24%: Our organization has raised slightly more money than we expected.
18%: Our organization has raised slightly less money than we expected.
11%: Our organization has raised significantly less money than we expected.
9%: Our organization has raised significantly more money than we expected.
9) 40% of email marketing managers are the only person responsible for email marketing and fundraising at their organization. 60% share the responsibility with other staff.
10) 56% of nonprofit email marketing managers feel like they are fairly compensated for their employment.
11) 72% of email marketing managers check their work email in the evenings, 68% on the weekends, 63% in the early mornings, and 47% while on vacation.
Why the Open Data Project?
Most research about digital marketing and fundraising in the nonprofit sector is based on data from wealthy nations and thus often not applicable to charitable organizations worldwide. The Open Data Project [español, français] was created to address that lack of diversity in data.
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