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.
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/.
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