Merkle-2017网上募资基准报告英文版-2018.7-12页（12页）.pdf

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1、1 Merkles Digital Roundup: 2017 Online Fundraising Benchmark Report 2 INTRODUCTION On a quest to better define the trajectory of online fundraising for nonprofits, we surveyed fundraisers at 79 large organizations with an annual revenue of $10 million or more, asking them to share insights about the

2、ir online fundraising programs. Historically, large nonprofits have led the way in our industry, and they provide the best insight on where the industry is headed. If you are a small or medium organization, youll get a snapshot of your future. For other large charities, youll see how your program st

3、acks up to your peers. 3 EXECUTIVE SUMMARY Among large nonprofits, the 2017 benchmark results demonstrate the increasing role that digital is playing in the industry, with online fundraising delivering an average of 15 percent of total direct response revenue. Together, the surveyed brands generated

4、 a combined outcome of: Email marketing continues its role as an anchor to online fundraising, with a median 389,000 email subscribers, delivering $3.0M in annual email revenue, or an average of $7.71 per email subscriber. Charity websites deliver an average $15.4M in annual unattributed web revenue

5、, where 2.5 percent of visitors donate, with an average revenue per visitor of $2.66. Lastly, when asked about fundraising integration efforts (online and offline) to drive a seamless donor experience across channels, our fundraisers responded that they have initiatives in motion. They vary in their

6、 prioritization of the constituent integration elements, but overall, they lack a concentrated strategic vision and a roadmap to ensure success. 1.9M monthly unique website visitors, where 43 percent of visitors and 38 percent of website donors transact using mobile. Two-thirds of charities are usin