False. There’s a new report this week from Nonprofit Technology Network (NTEN) and M+R Research Labs that distills statistics from 44 nonprofits’ success in the calendar year 2011 with email, Facebook, and Twitter. Forty-four may not sound huge, but they say they analyzed the results of 1.2 billion email messages  and more than $282 million in online donations.

2012 enonprofit benchmarks study True/False Friday: Email is so 2011 for nonprofits %page

We found it interesting that the study’s authors reported that email open rates held steady between 2010 and 2011 after declining steadily for years. List size increased, so a steady finding of 14% means that the number of people opening emails has grown. They speculate that this is because nonprofits have taken a more creative approach to crafting such emails. It doesn’t seem much of a stretch to say that the increasing use of video links may be one such approach.

Our favorite part comes towards the end of the report: the story of how the Wildlife Conservation Society convinced New York’s Mayor Bloomberg to back off from a severe cut to the Bronx Zoo and the New York Aquarium, sending a video featuring a concerned resident of the zoo–Tucker the Kinkajou.

You can download the report in pdf form for free here: http://www.e-benchmarksstudy.com/.

If MiniMatters can help you use this tip or serve your other video needs, we’d love to talk with you at 301-339-0339 or via email at [email protected].