See how your nonprofit’s digital marketing efforts stack up

 

We all want to know how we measure up. But remember that you are competing against your past efforts, not other nonprofits. 

 

Benchmarks are useful for setting goals and measuring progress. But you don’t have to beat the industry average for everything, especially if you’re just launching your strategy. Instead, use these benchmarks as guides as you progress along your digital marketing journey.

 

Social Media

Uncertain about whether you have enough followers? Waffling about how much to post? Here’s what other nonprofits are up to on their social media platforms.

 

No. of followers Engagement rate

(Percent of viewers who interacted with content)

Post frequency  Platform use   among   nonprofits
in the U.S. and Canada
Facebook 496 per 1,000 email subscribers1 0.12%2 0.95 per day2 95%3
Twitter 221 per 1,000 email subscribers1 0.063%2 1.92 per day2 64%3
Instagram 83 per 1,000 email subscribers1 1.75%2 0.51 per day2 56%3

 

Facebook Usage

  • $30 is the average gift raised through a Facebook Fundraiser1
  • 3.5% of a nonprofit’s online revenue is raised through Facebook
  • Small nonprofits have an average of 8,722 Facebook followers4
  • Your average Facebook post reaches just 4% of your followers1

 

LinkedIn Usage

  • The average post engagement rate across all industries is 0.54%5
  • 37% of nonprofits in the U.S. and Canada use LinkedIn3
  • Small nonprofits have an average of 785 LinkedIn followers4
  • Content posts get 15x the impressions of job postings6

 

SnapChat Usage 

  • Users spend an average of 49.5 minutes on the app per day7
  • The average user opens the app 30 times per day7 
    • 55% of SnapChat users follow a brand8
  • 90% of SnapChat users are between the ages of 13 and 247

 

YouTube Usage 

  • 30% of nonprofits in the U.S. and Canada use YouTube3
  • The most-watched videos from nonprofits are viewed for an average of 31-60 seconds9
  • 57% of people who watch a nonprofit video go on to make a donation9
  • 3.92% is the average like-to-view ratio for nonprofit videos10

 

Email Marketing

Email marketing is still one of the most effective ways for nonprofits to raise money and engage supporters. How do your email results compare to these nonprofit averages?

 

  • Open rate: 17%1
  • Click rate: 2.66%11
  • Click-to-open rate: 12.9%11
  • Unsubscribe rate: 0.17%1
  • Bounce rate: 1%11

Here are some other email stats to keep in mind:

  • Nonprofits raise an average of $45 for every 1,000 fundraising emails sent1
  • Nonprofits send an average of 50 emails per year per subscriber1
  • Nonprofits in the U.S. and Canada have an average of 21,839 email subscribers
  • 67% of American and Canadian nonprofits send quarterly fundraising emails. 20% send them monthly.3

Websites and Online Giving

Are you raising enough money online? What can you do to optimize your website for giving? Here’s what other nonprofits are doing:

 

  • Nonprofits raise an average of 30 cents per every organic website visitor1
  • Homepages take an average of 2.91 seconds to load on desktop and 2.79 seconds on mobile1
  • The average donor conversion rate from the main donation page is 22%
  • $132 is the average online donation on desktop and $63 is the average on mobile1
    • The average webpage bounce rate is 60-70%12
    • 85% of nonprofits in the U.S. and Canada accept online donations on their website
  • 52% of nonprofits in the U.S. and Canada have a blog

 

After completing a social media audit and reviewing these benchmarks, you’re ready to set goals for the next year. Use our free Nonprofit Digital Marketing Goals Worksheet to get started.

 

Download the Goals Worksheet

 

Sources

  1. M+R Benchmarks 2020
  2. Rival IQ
  3. Global NGO Technology Report 2019
  4. Nonprofit Tech for Good
  5. Buffer
  6. LinkedIn
  7. Omnicore
  8. G2 Learning Hub
  9. Nonprofits Source
  10. Influencer DB
  11. Campaign Monitor
  12. Williams Whittle

Any questions?

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