Nonprofit Online Marketing Benchmarks and Best Practices

“If the content’s relevant, people will go to it. If it’s just, ‘let me take my direct mail and version it and push it out,’ I don’t think that’s going to be particularly engaging," he adds. "And you’re going to continue to see declining and very small response rates."

• Fundraising appeal effectiveness increased in 2010. Clickthrough rates improved to 1.76 percent in 2010 from 1.72 percent in 2009, and response rates were 0.16 percent — up from 0.15 percent in 2009 — helping offset the continuing decline in overall e-mail open rates.