Nonprofit Marketing Statistics That Matter

You can view the 2017 updated version of nonprofit marketing statistics here.

Nonprofit marketing statistics for 2015

We are sharing a collection of fascinating nonprofit marketing statistics for 2015. Much of this data came from studies and reports throughout 2012, 2013, and 2014–and we find them to be highly relevant to nonprofits in 2015. Although many nonprofits are beginning to embrace digital marketing best practices–the adoption is often slow and not thorough.
More donations and stronger advocacy: Download

Nonprofit marketing statistics

84% is the percentage of nonprofit donation landing pages that are not optimized for mobile. – Online Marketing Scorecard

nonprofit marketing statistics

Email marketing stats for nonprofits

  • The average open rate for email marketing campaigns for the nonprofit industry are 25.96%.
  • The average click through rate for email marketing campaigns for the nonprofit industry are 3.05%.
  • The average soft bounce rate for email marketing campaigns for the nonprofit industry are 0.61%.

— Email marketing stats by Mailchimp, February 9, 2015

 

86% of the most effective nonprofit professionals have someone who oversees content marketing strategy, compared with 46% of their least effective peers. – Content Marketing Institute

 

Web posts with visuals drive up to 180 percent more engagement, and research indicates people process visuals 60,000 times faster than text. – Guidestar

 

Comparison of Most Effective Nonprofit Content Marketers with Least Effective Nonprofit Content Marketers

Millennials will make up 75 percent of the workforce by 2025 – The Brookings Institution

 

2014 was the tipping point for more Web traffic coming from mobile devices than desktop computers. This trend will not only continue, but increase, into 2015.  – Guidestar

Nonprofit Content Marketing Usage (by Tactic) - The most effective nonprofit professionals use all of these tactics more often than their least effective peers do; however, they use some of these tactics a great deal more frequently, including videos (80% vs. 60%), articles on other websites (59% vs. 38%), blogs (58% vs. 38%), infographics (43% vs. 18%), and online presentations (43% vs. 19%).

 

 

79% of fundraising emails do not personalize the “To Line” with a first and last name. – Online Marketing Scorecard

 

Between 2001 and 2011, the number of nonprofits has increased 25 percent; from 1,259,764 million to 1,574,674 million today.  – Urban Institute

 

63% is the percentage of donors that want to know how money will be used. — Money for Good II Report

 

Approximately 1.44 million nonprofits were registered with the Internal Revenue Service (IRS) in 2012, an increase of 8.6 percent from 2002.

 

More than one-third of nonprofit organizations did not send a single email to new email subscribers within the first 30 days of signing up. – Online Marketing Scorecard

 

6% is the percentage of charitable giving that comes from corporations. — Giving USA

 

70% of nonprofits outsource design services for their content marketing. — CMI’s 2014 Nonprofit Content Marketing Study

 

Support Makes Digital Work - Digital agency partnership for marketing support

SOURCES:

  • http://trust.guidestar.org/2015/02/20/5-nonprofit-fundraising-predictions-for-2015-and-beyond/
  • The Brookings Institution – “How Millennials Could Upend Wall Street and Corporate America.”
  • Urban Institute – http://www.urban.org/nonprofits/index.cfm
    • http://www.urban.org/UploadedPDF/413277-Nonprofit-Sector-in-Brief-2014.pdf
  • Dunham + Company – Online Marketing Scorecard
  • Mailchimp – Resources / MailChimp ResearchEmail Marketing Benchmarks – Data and results according to a report on February 9, 2015
  • Content Marketing Institute – 2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
  • Giving USA – http://givingusareports.org/
  • Money for Good II Report – DRIVING DOLLARS TO THE HIGHESTPERFORMING NONPROFITS–  http://www.hopeconsulting.us/wordpress/wp-content/uploads/2013/04/MoneyForGood_II_Full1.pdf

Learn more:




Ironpaper is a results-driven digital marketing agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.