Nonprofit Online Marketing Benchmarks and Best Practices

• Web traffic growth continued for most, but at a slower rate. Fifty-five percent of organizations grew their website traffic from 2009 to 2010. Web traffic growth in 2010 was 2 percent, the second consecutive year this growth rate has been in the single digits.

• Website registration rates and open rates continue to decline. The rate at which organizations converted website visitors to their e-mail files in 2010 was 2 percent, a decrease from 2.2 percent in 2009. Open rates for fundraising appeals were down from 18.5 percent in 2009 to 17.6 percent in 2010, and newsletter open rates declined from 20.4 percent in 2009 to 19.2 percent in 2010.