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.