Perhaps the results of a recently released study by CRM software provider Convio [2]shouldn’t come as a complete surprise – afterall, nonprofits are keeping up with the best of them as they work to navigate the rapidly evolving world of social media. Based on the findings of this years Convio Online Marketing Nonprofit Benchmark Index Study [3] perhaps we can officially say that all of the friending, poking and pinging is paying off.
This year's report analyzed data from nearly six hundred nonprofits who are part of the convio network, and represent millions of online interactions and transactions. The study shows a few key areas of online success including: monthly Web site traffic (up 20 percent), number of email contacts (up 28 percent), and an increase in online fundraising even in a down economy.
You can download the full report on Convio's site, but I think it's important to note that special attention was paid to the fourth quarter of 2008 when the economic climate worsened. Overall nonprofits experienced a three percent growth in online revenue in the fourth quarter of 2008 rather than a decrease as many expected. But, this growth, compared to the 18 percent growth for the whole year, indicates that the economy did have a significant impact on online fundraising during that period.
The conclusions drawn suggest a continued importance being placed on online outreach and further support just how important emerging technologies will be for successful advocacy efforts in the future.
What steps is your organization taking to stay on the right track when it comes to leveraging social media? Are your fundraising trends similar to what the study finds? Anyone willing to make predictions on what we might see in this report a year from now?
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