Email open rates, clickthrough rates, page completion rates—and as a result, email response rates—were all down for US nonprofits last year, according to research released in March 2014 by M+R Strategic Services and Nonprofit Technology Network (NTEN). But email lists still grew, and the channel generated one-third of online donations in 2013.
However, nonprofits saw major success with other online efforts last year. Though the study didn’t break out other digital channels such as search, social media or direct visits to a nonprofit’s website in terms of online donations, it found that overall online giving for US nonprofits jumped 14% year over year. Monthly donations also picked up in frequency, rising 25% last year to account for 16% of total online giving—possibly because it’s easier and faster to fill out information on a web form than taking the time to complete and send a physical form. Read the rest at eMarketer.