Nonprofit Online Marketing Benchmarks and Best Practices

So even as online giving grows, open rates and registration are slowing.

“I’ve been working with nonprofits for over 25 years,” McCarthy says. “We’ve seen that whenever a new channel becomes successful, what happens is not-for-profits tend to populate the calendar with lots of mail or lots of telemarketing. In this case, we continue to see more e-mail being pushed, and I think a lot of it is undifferentiated, isn’t as relevant as it could be, and to that point even further, maybe not as segmented as it could be. So I think people just aren’t as attuned to it as they used to be.