Nonprofit organizations also struggle with building their email lists. We had a person on our call last night who works for a Breast Cancer charity. They have the additional challenge of avoiding spam filters when they put their name in their email subject lines.
- More Donations Online – Nonprofits raised 40% more money online in 2005 than the year before, likely driven by the cataclysmic Asian tsunami.
- Email Overload – The rates at which online constituents open their emails declined from 30% in 2003-2004 to 26% in 2004-2005 as supporters became overwhelmed with email.
- Budgets Matter – Nonprofits with larger online budgets had better online programs, building larger email lists, generating more online activism, and raising more money online.
- Email Lists Growing – On average, the nonprofits studied more than doubled their existing email lists over a 12-month period.
- Lots of Bad Email Addresses – For most nonprofits, over a quarter of email addresses on their list go bad each year.
- Activism More Popular Than Donations – Not surprisingly, more email subscribers took online political action than made an online donation — 47% vs. 6%.