Julie Lacouture

Julie Lacouture is the founder of Good Ways Inc, a consulting firm that helps nonprofit organizations raise money, awareness, and support using digital tools and good old-fashioned strategy.

Recent Posts

Online Fundraising: How Public Media Compares to Other Nonprofits in 2019

Membership, online giving

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If you felt like your organization’s online giving was unpredictable or lackluster in 2018 you are not alone. According to the recently released M+R Benchmarks report surveying 135 diverse nonprofits, online giving revenues grew a measly 1% last year.

After an incredible 2017 with revenue growth of 23%, the 1% increase in revenue in 2018 fell short of expectations. But the team at M+R highlights the good news: it’s still a 77% increase from 2014. According to the report, this flat growth is the market right-sizing itself after the outpouring of donations following the 2016 election. M+R suggests, “It’s that the growth happened a year early, showing up in 2017.”

There is no sugar coating some of the other data in the report, however: Email open and click-through rates fell to 14% and .44%, respectively; and membership growth slowed (after a big 21% increase in 2017 to a 5% increase in 2018).

But the data also gives us some guidelines for being successful despite growth slowing, such as improving donor retention and sustainer programs, increasing the effectiveness of other channels, and mobilizing your most passionate supporters.

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Online Fundraising: How Public Media Measures Up to Other Nonprofits in 2018

Membership, email, online giving

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If you have wondered if your last fundraising email could have been more effective or if your online fundraising is performing at its best, we have good news. The 2018 M+R Benchmarks report offers a look into where public media's online fundraising performs relative to that of other nonprofits. The resulting data can provide an easy list of areas to tackle at your organization.

This mardi gras of metrics compiles data from across the nonprofit sector for a close look at the activities that constitute online fundraising: email, website performance, and social media. The M+R Benchmarks report sheds light on the details that contributed to last year’s 23% growth in total online revenue. (Specifically, a decrease in email open rates and conversion was countered by increasing email subscribers, more fundraising messages, the growth of subscription giving, and ever-expanding social media audiences). 

For the first time the report highlights public media organizations and describes a few major differences of our sector versus other organizations raising money online:

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