February 22, 2015

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.
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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


  • https://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 - https://www.urban.org/nonprofits/index.cfm
    • https://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 - https://givingusareports.org/
  • Money for Good II Report - DRIVING DOLLARS TO THE HIGHESTPERFORMING NONPROFITS-  https://www.hopeconsulting.us/wordpress/wp-content/uploads/2013/04/MoneyForGood_II_Full1.pdf

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