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1、12The Joy of BenchmarkingWell,the annual M+R Benchmarks Study is not that.The reality,difficult to swallow though it may be,is that our work and our world are much too complex to allow for such a prescriptive approach.The methods for cooking up a successful digital program are as individual and vari
2、ed as the methods to make curry,or pho,or chili.So,no recipe to follow,sorry(unless you want a rec-ipe for Jackfruit Barbeque Sandwiches thats on page 10).Instead we have a cornucopia of tables and charts,we have toplines and trends,we have insights to tantalize your senses and amuse your bouche.And
3、 honestly,its all a lot more exciting and a lot more useful than any set of simplified instructions.This year,Benchmarks is informed by the complicated,diverse,sometimes messy experiences of 215 nonprofits.Our won-derful participants shared the details of almost 5.4 billion email and SMS messages,68
4、1 million website visits,374 thou-sand social media posts,and so much more.The findings in this years Benchmarks represent the creativ-ity and craft of nonprofit staff who strive every day to reach and expand audiences.They also reflect the core values and changing tastes of millions of supporters w
5、ho react,click,share,take action,and donate to causes of all types.They re-veal the ongoing evolution of digital channels that are increas-ingly the centerpiece of marketing,advocacy,and fundraising for nonprofits.Theres a lot here,and if you take the time to taste everything,you are sure to find so
6、me delicious new insight and inspira-tion.We certainly have.Wouldnt it be nice if there was a single recipe for nonprofit success?All the ingredi-ents listed in pre-cise proportions,the techniques and methods laid out just so.Follow the steps,one by one,then set it and forget it and presto!A growing
7、 audience,impact-ful advocacy,and rising revenue,easy as pie.3APPETIZERSThe Joy of Benchmarking.3Fundraising.26Participants.99Digital Ads.60Infographic.112Website Performance.90Tasting Menu.6Methodology.23Email and Mobile Messaging.42Glossary.106Social Media.76AppetizersEntresDessertsBENCHMARKS MENU
8、On the cover:It felt important to begin this project by centering food workers.Even bees!Food workers are intrinsic to every stage of our food experience,including planting,harvesting,delivery,preparation,and sale,to name a few.Food workers have led organizing for generations and are still fighting
9、for what they deserve:respect,fair pay,and the right to form a union.5APPETIZERSWe are grateful,as always,for the generosity of our nonprofit participants.We give thanks to everyone who submitted data,coded messages,and answered questions to help this years Benchmarks come together.You are delightfu
10、l people,we were pleased as punch to work with you this year,and we look forward to welcoming you back again next time.In addition to the heaping helping of findings in each years Benchmarks,we often like to choose a theme.Mostly,this is to make things a bit more fun for us and for you(yes,we know,i
11、ts a tall order to make an in-depth discussion of non-profit data even more fun,but a tasteful garnish can improve even the most delicious meal).If we have been too subtle so far:our theme this year is food and we chose it for reasons beyond the ready availability of delectable puns.Food is more tha
12、n sustenance.It is culture and community,a way to come together and find connection.Preparing food for others can be a profound expression of care and love.Food is also labor,work that is often hidden from consumers from farmworkers in the fields to packing plant assembly lines to the bussers,dishwa
13、shers,and line cooks in the back of your favorite restaurant.The collages throughout this years Benchmarks are intended to recognize and celebrate the variety of what food means:love,work,and shared experience.Were also excited to share some favorite recipes from the M+R staff who have contrib-uted
14、to this years Benchmarks.We hope you enjoy them.Now,the table is set,and its time to dig in.Bon apptit!We are M+R,and we are hungry for change.We believe that the nonprofits we work for are essential to advanc-ing the cause of justice,alleviating suffering,and solving the greatest challenges we face
15、.We bring experience,talent,and unshakeable dedication to our clients through fundraising and supporter engagement,movement building and issue advocacy,and message and brand development.Were always cooking up new resources,advice,and tools for nonprofits.Visit us at .Find out more about working at M
16、+R and join our crew at AdvertisingCampaign StrategySocial MediaDigital OrganizingDigital Fundraising and AdvocacyMedia RelationsData Analysis Jonathan BentonTheresa Bugeaud Hannah CullenLia MancusoMugo MunaSammy StewartSarah Vanderbilt Writing Will ValverdeDesign Melissa Hines Laura KlavonWeb Devel
17、opment Bobby Burch Tom GiordanoParticipant Management Lucy Midelfort Project Management Bobby GoldsteinInsights Evan AczonAnkur AsthanaAsha BlandMiranda CarterSarah CoughlonKait Grable GonzalezFerenc KoszorusYoonhyung LeeQA Julia AllenbyAlec MacIntyre Anne PaschkopiExecutive Sponsor Madeline Stanion
18、is CoffeeFrench Toast CasseroleApple with Peanut ButterEggs BenedictChocolate Croissant Western Omelet Biscuit,Egg,Cheese,Pepper Jelly Chilaquiles Stuffed French Toast Salmon Eggs Benedict Buttermilk Pancakes Biscuits and Gravy Almond Croissant Breakfast Burrito Hash BrownsLukewarm Pepperoni Pizza L
19、eftoversBlueberry Pancakes Bacon&Cheese SammieStrawberry Waffles w/WhipSmoothiePoached Eggs and Toast Granola,Yogurt,BerriesBreakfast BurritoOatmeal Swedish PancakesThe Cooks in the KitchenChefBreakfast order46Quick BitesAverage online revenue declined by 4%in 2022.Revenue from one-time online givin
20、g decreased by 12%.Revenue from monthly giving increased by 11%,and accounted for 28%of all online revenue.Digital advertising investment by nonprofits increased by 28%.Return on ad spend was highest for search ads,$2.75 for every dollar spent.Return on ad spend for display was$0.33;for Meta$0.50;an
21、d for Twitter$0.41.For every 100,000 email subscribers at the beginning of 2022,nonprofits added an average of 9,000 subscribers through paid advertising.Nonprofits sent 60 email messages per subscriber in 2022,including 29 fundraising appeals.Email accounted for 14%of all online revenue.For every 1
22、,000 email addresses,nonprofits had an average of 685 Facebook fans,208 Twitter followers,7TASTING MENUand 160 Instagram followers.Nearly all participants were active on these platforms.TikTok was an active platform for 30%of participants.They had an average of 4 TikTok followers for every 1,000 ema
23、il subscribers.The majority of nonprofit website traffic came from users on mobile devices 57%,with 43%of traffic from users on desktop devices.However,75%of revenue came from users on desktop devices.A handwritten place card.A table setting just for you.A curated playlist paired with each course of
24、 the meal.Its ambiance.Its care.And the empty dishes and stained napkins when its all over are signs of time well-spent.Each collage comes with reflections on design,food,and data from our Art Director MELISSA HINES.8A wise buffet-goer will scout ahead first,identifying the most appealing options.Ev
25、en better:find someone whos already sampled it all and ask for recommendations.Thats what were here for were full to bursting with all sorts of fun facts and eager to share what weve learned.The rest of Benchmarks is piled high with data to suit every taste.Before you start exploring,weve prepared a
26、 menu of what we think are the most important,telling,useful,and sometimes surprising findings.Lets whet our appetites with a couple of key data points that provide a taste of the data feast to come.The average nonprofit reported a small drop in revenue from 2021 to 2022,a 4%decline year over year.A
27、nd listen,we dont like to start this data smorgasbord with the fundraising equivalent of sad,mushy broccoli.We want to see nonprofits thriving,supporters more engaged,resourc-es going to where they can do the most good.But above anything else,Benchmarks is about two things:transparently sharing the
28、most accurate metrics we can,and digging below top-level findings to better understand the nuance and context.The nuance and context surrounding the 4%decline in revenue are fascinating.First,its important to note that this decline was not evenly distributed.Its the median figure for all our partici
29、pants,so half of all Note:Includes online revenue from Facebook for 2021 and 2022 where groups provided that informationTASTING MENUBuffets can be tricky.If you sim-ply move down the line from start to finish,serving yourself a bit of each item that catches your eye,you risk filling your plate befor
30、e youre halfway across and missing out on what might have been the tastiest morsels.89AppetizerTasting Menuparticipants reported a higher number.(See the Methodology section on page 23 for more on how we calculate our metrics.)The context of the moment matters thats one reason that nonprofits in the
31、 Disas-ter/International Aid sector reported an 8%increase in revenue.With the conflict in Ukraine generating intense media attention and an outpouring of compassion#1 SNACK+DATA PAIRING RECOMMENDED BY BENCHMARKS PARTICIPANTS:chipsand solidarity,nonprofits providing direct support saw an influx of d
32、onors.But if we are assessing change over time,we need to look at 2022 and what came before.In the chart above,Hunger/Poverty nonprofits show the steepest decline in revenue,with a 14%drop from 2021.10TASTING MENU11Here we capture the initial response to the COVID pandemic,and it includes a 390%year
33、-over-year in-crease in online revenue for Hunger/Poverty nonprofits.Not to get too in the weeds on the math here,but thats almost a 400%increase!In one year!Starting from that baseline,we can better understand the context of the 14%decline in revenue for this sector last year.The challenge for thes
34、e nonprofits may be primarily one of retention,rather than donor acquisition(see the 10ingredients2 cans young green jackfruit2 tbsp brown sugar2 tsp smoked paprika1 tsp garlic powder1 cup BBQ sauce1 yellow onion,choppedBunsAvocado(optional for topping)Cashews(optional for topping)Hot sauce(optional
35、 for topping)Slaw(optional for topping+side)Step 1|Take the jackfruit out of the can.In a colander,rinse and shred everything up.Step 2|Mix the jackfruit with the sugar,paprika,and garlic powder.Step 3|Put some oil in a pan,heat it up.Once hot,add chopped onion to pan.Cook on low for 10 minutes.Step
36、 4|Add jackfruit mix to pan.Cook for 5 minutes.Step 5|Add most of the BBQ sauce and 1/4 cup of water.Cook for another 20 minutes.Add additional BBQ sauce for thicker consistency.Step 6|Once mixture is looking good,transfer to a foil rimmed sheet.Turn broiler on in the oven.Step 7|Cook under broiler
37、for 3 minutes,watching closely.Look for some of the jackfruit to have nice burnt edges.Step 8|Assemble sandwiches in buns with avocado,cashews,hot sauce,and/or slaw!Eat!Yum!Senior Vice President JONATHAN BENTON whips up Jackfruit Barbeque Sandwiches while walking us through some of the biggest data
38、points from this years study.Food for ThoughtWATCH at we look further back in time,these same nonprofits reported an even larger decrease in revenue from 2020 to 2021 a 35%drop!Two consecutive years of declining revenue might be alarming for any individ-ual nonprofit,let alone for the cohort of nonp
39、rofits dedicated to ensuring that our neighbors have a safe and stable place to live and enough nutritious food to put on the table.Lets pull back even further in time and see what we find.12TASTING MENU1213Fundraising section on page 26 to explore retention metrics).Its helpful to understand that b
40、road,long-term story but focusing in on a cou-ple of bite-sized data chunks can be just as instructive.For many nonprofits,the critical end-of-year fund-raising season kicks off right after Thanksgiving.While normal people are shopping for discounted air fryers and crafting increasingly improbable s
41、andwiches out of leftovers,fundraisers are putting out a high-intensity push for donations that reaches a boiling point on Giving Tuesday.In 2022,donations on Giving Tuesday alone accounted for 3%of the total online revenue for the year.That makes Giving Tuesday one of the most important days on the
42、 fundraising calendar,and extending matching gift or premium offers past the midnight deadline.Its possi-ble that some Giving Tuesday revenue has simply shifted to the surrounding days.But this was not the only high-profile moment with a drop in year-over-year reve-nue.In fact,the biggest,most wonde
43、rful,most terrifying(wonderfying?terriful?)day of the year showed strikingly similar results.makes the data point you are about to read especially notable.Giving Tuesday revenue declined by 13%from 2021,and email revenue on Giv-ing Tuesday declined by 18%.As Giving Tuesday strategies have evolved ov
44、er the last few years,many nonprofits have begun adding early-bird appeals in the days leading up to Giving Tuesday,or Were talking about the day that online fundraisers consider the big enchilada.Were talking about the one day to make or break your annual budget numbers,pull out all the stops,post
45、your 2X 3X 5X matching gift of-fers,send your LAST FINAL ULTIMATE CHANCE FOR REALS THIS TIME deadline appeals,and obsessively hit the refresh button on your CRMs reporting page all the way up until midnight.Were talking about Decem-ber 31,and its a huge fork-ing deal.Nonprofits received 5%of all 202
46、2 revenue on the last day of the year what happens on that day has an outsized impact on annual performance.And December 31,2022 looked very different from December 31,2021.14TASTING MENU1415Overall revenue was down 13%from the same day the previous year,and December 31 email revenue dropped by 22%.
47、This is a situation where our data can tell us what happened,but not why.Its an answer that spawns questions.Did worries about inflation or a possible recession affect donor attitudes?Did a more crowded,competitive mes-saging environment make it harder for nonprofits to stand out?Is this partly a re
48、turn to“normal”after COVID-driven fundraising in previous years,as we saw with Hunger/Poverty non-profits?How much of this decline was simply due to the fact that December 31 fell on a Saturday,and sup-porters were less likely to pay attention to those last-chance fundraising appeals?If the last of
49、these possible explanations holds water,theres some good news:we wont see another Saturday,Main CourseDecember 31 until the year 2033.On the other hand,the last day of this year falls on a Sunday,which may be subject to some of the same effects.Giving Tuesday and Decem-ber 31 are essential,bread-and
50、-butter components of the fundraising calendar.If nonprofits struggle to main-tain performance on these days,it will have far-reach-ing impacts on digital fund-raising programs.Some things are just meant to go together.Peanut butter and jelly.Fish and chips.Cheese and literally anything else.Email a
51、nd digital advertising.Theres a well-known ho-listic truth here.In general,its a good idea to adopt a multi-channel approach that carries a consistent narrative across different messaging streams including email and advertising,along with direct mail,social media,tele-marketing,and so on.Brand-ing i
52、s reinforced,supporters receive a coherent story,and a nonprofit develops a recognizable voice.All true,but thats not really what were talking about here.Its not just in the messaging that email and ads are intertwined.Its in the mechanics how we identify potential supporters,how we reach them,how w
53、e build relationships,how we convert them to activists,volunteers,and donors.Well start on the ads side(for a full exploration of Digital Ads,see page 60).Branding,awareness,or edu-cation advertising accounted for 26%of all ad spending this is the kind of adver-tising that typically supports visibil
54、ity and broad narrative efforts.The remainder of ad spending was oriented toward direct response:fundraising(56%of spend-ing)and lead generation ads that leverage a petition,online action,or other en-gagement to capture email,mobile,or other contact information(15%).The cost to generate a single don
55、ation via direct fundrais-ing advertising varied widely depending on platform and nonprofit type.For exam-ple,Public Media nonprofits spent$16 on search to generate a single gift and$469 per donation on Meta platforms(i.e.Facebook and Instagram).For Wildlife/Animal Welfare nonprofits,cost per donati
56、on was$40 for search,$70 for Meta,and$152 for display advertising.The cost per donation cor-relates strongly with return on ad spend(ROAS)the more it costs to generate a gift,the smaller the net revenue.Overall,search had the strongest ROAS at$2.75 in revenue per dollar spent on ads.Display and Soci
57、al advertising(including Meta,Twitter,and a relative handful of tentative TikTok investments)all had ROAS below$1.00.16TASTING MENU1617So we have a situation where it can be costly to acquire donors directly from advertising,and in many cases the costs outweigh the immediate return.That means that i
58、n order to see positive net revenue from these new donors,we should be looking beyond that first interaction and seeking ways to motivate additional gifts(including re-curring giving).Thats where email comes in the wel-come series,the follow-up appeals,the cultivation and engagement messaging,the on
59、going work of building and feeding relationships.Making the most of your advertising pro-gram depends on hav-ing an effective email program.But also:Making the most of your email program depends on having an effective advertis-ing program.Turning back to that 15%of advertising budgets dedicat-ed to
60、lead generation,we measure efficiency by the cost per digital advertising lead.On average,nonprofits spent$3.41 to acquire one new lead,though again we see a wide divergence be-tween nonprofits of differ-ent types.Small nonprofits(those with annual online revenue under$500,000)spent significantly mo
61、re per lead than their larger peers perhaps due to having low-er baseline brand recognition,or the challenges of optimiz-ing ads on a smaller budget.Still,even at the highest end($7.85,the cost per lead for Hunger/Poverty nonprofits),this would be considered money well spent if it leads to a larger,
62、more active supporter base.These new leads become email and text messaging subscribers,and breathe new life into those programs.Email lists lost subscribers in 2022,with an average decrease of 2%.Its a small net decline,driven by a combination of bounces,unsubscribes,and nonprofits removing inactive
63、 users from their lists.Those losses were mostly balanced by new subscribers being added at nearly the same rate.Want to guess where a large por-tion of those new listmem-bers came from?18TASTING MENU1819One of the new metrics we tracked for this years Benchmarks is“ratio of ad-acquired leads to sta
64、rt of year email list size.”Now,thats quite a mouthful,and probably not something youll find on your CRMs default reporting dashboard.So lets just look at this chart for a second and then talk about what it means.The average ratio of ad-ac-quired leads to email list size at the start of the year was
65、 0.09.What this means is that if a non-profit came into 2022 with an email list of 100,000 subscribers,over the course of the year they would add 9,000 new subscrib-ers through advertis-ing lead generation.For Rights nonprofits,the average ratio is 0.28 so a 100,000-subscriber list would add 28,000
66、ads-ac-quired subscribers in 2022.Thats a lot and thats just the median.The colored bars in the chart above rep-resent what we think of as the“normal”range down to the 25th percentile on the left,and up to the 75th percentile on the right.For nonprofits overall,that 75th percentile ratio is over 0.3
67、,and even higher for some sectors.Small nonprof-its in that upper range added nearly as many subscribers through paid advertising as they had on their entire list at the start of the year!Considering the steady drain of churn,and how import-ant new subscribers are to a thriving email program,the ide
68、a of email programs without support from ads is distinctly unappetizing.The fundamental metrics underpinning email and ads programs show how much each depends on the other.If you arent already,its time to start treating them like milk and cookies,like bangers and mash,like cacio e pepe.Here it is,th
69、e one and only pie chart in this years(or any years!)Benchmarks Study:(We mostly abjure the use of pie charts because its hard for people to accurately compare the relative size of pie chart slices bar charts are easier to grasp at a glance.But some-times its okay to have a little pie chart,as a tre
70、at.)Mobile messaging encompasses a variety of tools and tech-niques.There are broadcast messages sent from a nonprofit to its subscriber list,and peer-to-peer texting where each buzzing phone is intended to start a one-on-one conversa-tion.Theres quick,text-only SMS,and more robust MMS.And nonprofit
71、s are increasingly using mobile messaging to serve a variety of goals.DessertIf your organization engages in peer-to-peer text messaging(where individual staff members,organizers,or volunteers do outreach to individuals via text message),who are you targeting in that outreach?20TASTING MENU2021The m
72、ost common use of peer-to-peer text messag-ing is fundraising 62%of participants who engage in peer-to-peer messaging included fundraising in the mix.Nearly half(47%)used P2P messaging to drive advocacy actions.(These numbers dont add up to 100%because they are not mutually exclusive;many nonprofits
73、 leveraged mobile messaging for multiple goals throughout the year.One more example of where you really need to rely on a bar chart to convey information.Pie charts could never.)In addition to direct re-sponse efforts,mobile messaging(and in particular peer-to-peer)is an import-ant aspect of digital
74、 organiz-ing.Moving supporters from purely online actions do-nating,taking action,sharing content on social media to the deeper engagement required to show up at an event or put in a volunteer shift is difficult,resource-in-tensive work.A cross-channel approach is essential.Those nonprofits that use
75、 one digital orga-nizing tool are likely to use several,and 69%of them include peer-to-peer as part of that mix.Leveraging digital organiz-ing tools to build a base of supporters and volunteers that can then amplify peer-to-peer messaging efforts?Thats whats called having your cake and eating it,too
76、.(We think.Its a pretty con-fusing saying if were being honest.Maybe better to stick with pie.)21ingredients1/2 cup softened butter1 1/4 cups sugar2 eggs1 teaspoon vanilla extract2 cups flour1/2 teaspoon salt2 teaspoons baking powder1/2 cup milk2 cups frozen blueberries2 frozen bananas,defrosted&sma
77、shed3 teaspoons sugarStep 1|Preheat the oven to 375.Cream the butter and 1 1/4 cups sugar until light.Step 2|Add the eggs,one at a time,beating well after each addition.Add vanilla.Step 3|Sift together the flour,salt and baking powder,and add to the creamed mixture alternately with the milk.Step 4|F
78、old in the blueberries and bananas.Step 5|Line a 12 cup standard muffin tin with cupcake liners,and fill with batter.Sprinkle the 3 teaspoons sugar over the tops of the muffins,and bake at 375 degrees for about 30-35 minutes.Step 6|Remove muffins from tin and cool at least 30 minutes.Store,uncovered
79、,or the muffins will be too moist the second day,if they last that long.Director of Data Analytics THERESA BUGEAUD bakes Blueberry Muffins while sharing some of the new metrics shes excited about for this years study.Food for ThoughtWATCH at from a recipe by Marian BurrosBefore we move into the rest
80、 of the data,a couple of final morsels that provide some insight into an estab-lished marketing practice that is becoming more common for nonprofits:partnering with social media influencers.We surveyed participants about their influencer strategies and results.Nearly half(47%)of non-profits who answ
81、ered our DigestifTheres so much more to a meal than what you see on the plate.The labor of peo-ple who grow,harvest,pack,and prepare the food.The interconnected foodways and traditions that create ever-evolving cuisines.The experiences,training,and perspective of the chef.Benchmarks is no different.
82、We strive to present the most comprehensive,clear,informative collection of data we can but theres a lot going on beneath the surface.Here are a few things you should know to help you bet-ter understand our findings and put them to use.Wherever possible,we have broken out the findings by sector.Each
83、 of our partici-pants self-identified the ap-propriate sector(or,in some cases,fell outside of our defined sectors and selected“Other”).If you are not sure which sector represents your peer group,review the full list of participants(page 99)to find where you belong.We also sort our partici-pants by
84、size.For our study,“Small”refers to nonprofits with annual online revenue in 2022 below$500,000;“Medium”is those non-profits with annual online revenue between$500,000 and$3,000,000;and“Large”covers all those with annual online revenue greater than$3,000,000.The averages displayed in each chart and
85、discussed throughout Benchmarks represent the median figure for a given metric for all participants who reported data.Not all participants were able to provide data for every metric.If a chart does not include data for a certain sector or size,its because we were not able to collect enough results t
86、o report a reliable average.We use median rather than mean to minimize the risk of a single participant with unusual results having an outsize impact on the overall findings.You will also see some charts that include a range showing the 25th percentile to the 75th percentile.Half of all re-ported va
87、lues fell within this range,which can be consid-ered“normal”results for participants in our study.Some of the most useful and interesting data in Bench-marks relies on year-over-year comparisons.Wherever we include this type of finding,we are including long-term data from this years participants an
88、apples-to-apples compar-ison.We do not compare this years findings to what was reported in previous editions of Benchmarks,because the participant pool changes from year to year.That would be more of an apples-to-oranges situation at best.At worst,it would be more like apples-to-pine-apples or grape
89、s-to-grape-fruits,where a superficial similarity hides a massive underlying difference.If you have any more ques-tions about how we cooked up Benchmarks this year,please reach out to mrcampaigns or email .23METHODOLOGYquestions about social media influencers reported work-ing with them in 2022 but j
90、ust 13%paid those influenc-ers to post.Among that 13%,the aver-age number of paid influenc-er partnerships was 6 over the course of 2022,with an average of 10 posts from those influencers.The most common use for influencer partnerships was content creation around narrative,persuasion,and/or culture
91、change 82%of nonprofits who partnered with paid influencers reported this type of effort.As nonprofit digital pro-grams continue to evolve,we expect to find deep-er connections across platforms,and continued experimentation with new channels and innovative strategies.Hungry for more?Keep eating read
92、ing.ingredients1 oz dry gin,nothing fancy1 oz sweet vermouth1 oz Bruto AmericanoOrangeStep 1|Mix all ingredients with ice in pitcher.Step 2|Stir for about 15 seconds.Step 3|Strain into ice-filled rocks glass.Step 4|Add a twist or slice of orange.Mix a classic-ish negroni and hear about why Benchmark
93、s matters for our community with M+R Partner MADELINE STANIONIS.Food for ThoughtWATCH at MENU2425ingredientsStep 3|Immediately add the spinach in a pan or bowl containing ice cold water.This method helps in preserving the green color of the spinach.Just add 8 to 10 ice cubes to 3 cups water to get c
94、old water.Allow the spinach leaves to be in the cold water for a minute.Step 4|Then drain the ice cold water.Add the spinach in a blender or grinder jar with chopped ginger,garlic and green chilies.5 to 6 cups roughly chopped spinach4 green chilies1 to 2 small to medium garlic cloves roughly chopped
95、(optional)1 inch ginger roughly chopped3 cups water for blanching spinach3 cups water for ice bath 2 tablespoon oil or ghee(clarified butter)or butter teaspoon cumin seeds1 small to medium tej patta(Indian bay leaf)1/3 cup finely chopped onions1 teaspoon finely chopped garlic1 cup crushed tomatoes t
96、easpoon turmeric powder 1 teaspoon red chili powder1 pinch asafoetida(hing)optional cup water or add as required or teaspoon Garam Masala 200 to 250 grams Paneer or tofu1 teaspoon kasuri methi leaves(dry fenugreek leaves)optional10 tablespoons cream cheese to 1 inch ginger juliennelemon or lime wedg
97、es salt as requiredPalakPaneerStep 1|Rinse the spinach leaves very well in running water.Tender stem are fine.If the stems are stringy,then discard the stems.Step 2|Boil 3 cups water in a pan or microwave or electric heater.Add teaspoon salt to the hot water and stir.When the water comes to a rollin
98、g boil,switch off the flame.Add the spinach leaves in the hot water.Let the spinach sit in the water for about 1 minute.After 1 minute,using a pasta tong,take the spinach out.Vice President ANKUR ASTHANA knows digital organizing strategy takes time,patience,and just the right mix of ingredi-ents to
99、be successful.Not unlike his favorite Palak Paneer recipe.Food for ThoughtmainsStep 5|Make a smooth spinach puree.No need to add water while making the puree.Keep the spinach puree aside.Step 6|Heat oil or ghee or butter in a pan or kadai.If using butter,melt it a low flame making sure that the butt
100、er does not brown.Step 7|Add the cumin and let them splutter.Then add the tej patta or Indian bay leaf.Step 8|Add the finely chopped onions.Saute till the onions become golden.Then add the finely chopped garlic.Saute till the raw aroma of garlic goes away.No need to brown the garlic.Step 9|Add the c
101、rushed tomatoes.Stir and saute the tomatoes till they soften.Step 10|Once the tomatoes are softened and you see fat releasing from the sides of the mixture.Then add the turmeric powder,red chili powder and asafoetida/hing.Mix very well.Step 11|Then add the spinach puree and mix well.Add about cup wa
102、ter or as required.Mix again.Step 12|Simmer for 6 to 7 minutes or more till the spinach is cooked.Season with salt.The gravy or sauce will also thicken by now.Step 13|Stir and add garam masala powder.Stir again and then add the paneer(Indian cottage cheese)cubes.Step 14|Mix very well and switch off
103、the heat.Be quick as we dont want heat the paneer for more 30 seconds to 1 minute.Overcooking paneer will make them chewy and dense.Step 15|Lastly,add 9-10 tablespoons cream cheese and 3/4 cup water.Stir gently again so that the cream gets incorporated in the gravy uniformly.Step 16|Pour the palak p
104、aneer in serving bowls.While serving you can top it with some butter or cream.You can also drizzle a few drops of lime or lemon juice on top along with ginger julienne on the palak paneer.Adapted from a recipe by Dassana Amit26Quick BitesOnline revenue for the average nonprofit de-creased by 4%in 20
105、22.Disaster/International Aid and Wildlife/Ani-mal Welfare were the only sectors to report an increase in revenue.Much of the decline in revenue occurred on December 31.Overall revenue on that day was 13%lower than on December 31,2021,including a 22%drop in email revenue.There was also a decline on
106、Giving Tuesday.Overall reve-nue on Giving Tuesday was 13%lower than in 2021,including an 18%drop in email revenue.Monthly giving in-creased by 11%,while one-time revenue de-clined by 12%.Monthly giving accounted for 28%of all online reve-nue in 2022.The average one-time gift was$121,up from$115 the
107、previous year.The average monthly gift was$25,up from$24.Revenue per donor per year was$287 for supporters who made monthly gifts.For those who made only one-time gifts,revenue 27FUNDRAISINGThe act of gathering to share food at a table,a picnic blanket,or mid-air(if youre a bird)is just about the be
108、st thing ever.Especially when it includes the very best potluck recipes,rousing conversation,and good company.per donor per year was$192.Overall online donor retention for one-time donors was 29%.For one-time donors who made their first gift in 2021,retention was 16%.For previous repeat one-time don
109、ors,retention was 49%.Membership giving accounted for 64%of online revenue for Cultural nonprofits,with membership rev-enue growing by 9%in 2022,following 33%growth in 2021.28And then there are the times when something is just as good and maybe even better the second time around.Jambalaya,for instan
110、ce,or a rich and hearty maafe.Or spoiler alert for when we talk about retention in a bit renewed support from previous donors.Before we get to that,lets reheat some of the metrics we looked at in the Tasting Menu section(see page 6),including the big one:Overall online revenue for the average nonpro
111、fit declined by 4%from 2021 to 2022.As you can see,there were two sectors which experi-enced an increase in reve-nue:Disaster/International Aid,and Wildlife/Animal Welfare.The 8%increase for Disaster/International Aid nonprofits is most likely attributable to the conflict and humanitarian crisis in
112、Ukraine,along with the dev-astating floods in Pakistan.The Wildlife/Animal Wel-fare sector also reported FUNDRAISINGLeftovers get a bad rap some-times,undeserv-edly so.Sure,that pizza is not going to perk back up in the microwave,and yesterdays french fries may be a lost cause.But so much work goes
113、into prepar-ing a meal,its often a shame not to get another chance to enjoy it.2829Fundraising#2 SNACK+DATA PAIRING RECOMMENDED BY BENCHMARKS PARTICIPANTS:chocolateNote:Includes online revenue from Facebook for 2021 and 2022 where groups provided that informationan increase,with 6%higher revenue tha
114、n in the previous year.Its possible that these stories are related many animal welfare nonprofits also engage in emergency response work,and may receive higher levels of sup-port in the wake of conflict or natural disasters.Now that weve warmed up the leftover charts weve al-ready seen,lets season t
115、hem with some new details.30FUNDRAISING3031As with overall revenue,Disaster/International Aid and Wildlife/Animal Welfare nonprofits were the only sector to see an increase in one-time giving.But while one-time giving de-clined by 12%,monthly giving rose by 11%.And those gains in monthly giving were
116、 distributed much more broadly,with nearly every sector reporting a dou-ble-digit increase.The rise in monthly giving paired with lower one-time revenue means that monthly donations made up a larger share of overall revenue.Monthly giving rose from 24%of all online revenue in 2021 to 28%of all onlin
117、e revenue in 2022.For Public Media nonprofits,which have long embraced a sustain-ing-giving model,more than half of all online revenue last year was sourced to monthly donations.These are aggregate,pro-gram-level metrics.Now lets take a look at the individu-al-serving-size numbers.32FUNDRAISING3233T
118、he average gift for both one-time giving and month-ly giving was a tad larger in 2022 than in 2021.For one-time giving,average gift rose from$115 to$121;for monthly giving,average gift rose from$24 to$25.While there were differences in average gift size from sector to sector,the year-over-year chang
119、es within sectors tend-ed to be fairly small.34FUNDRAISING3435The average non-monthly donor made 1.2 gifts over the course of the year.This roughly captures the success of within-year retention:how effectively nonprofits are motivating one-time do-nors to make additional gifts within the same calend
120、ar year.Meanwhile,monthly donors made an average of 9.8 gifts over the course of the year.This includes donors who began or ended their monthly contributions at some point in 2022,as well as existing,ongoing sustain-ers.It also includes addition-al one-time gifts made by monthly donors.Theres a tens
121、ion here.The average gift for one-time donations was larger than the average monthly gift.On the other hand,sustaining monthly donors gave more times than donors who needed to take a separate action for each donation.When we combine all giving from monthly donors,and all giving from donors who only
122、made individual gifts,we can assess their total annual value.The average one-time donor gave$192 over the course of 2022;the average monthly donor contributed$287.Overall,monthly donors were more valuable and for some sectors the difference was dramatic.For Hunger/Poverty nonprofits,one-time donors
123、contribut-ed an average of$259,while monthly donors gave$504 in 2022.Public Media was the only sector where the per-donor value was higher for one-time donors than for monthly donors.With little change in average gift size,frequency of giving is crucial.Inspiring that sec-ond gift(or third,or fourth
124、,or dozenth,or bakers dozenth)is essential to developing an efficient,growing,thriving fundraising program.Over in our Digital Ads section(page 60),we report that the cost to generate a single gift through paid advertising ranged from$47 on search to$305 for video ads.Recruiting new donors eats up a
125、 substantial amount of resources and staff time,like lasagna made from scratch.Retention stretches that meal into the future and helps make sure that effort is worthwhile in the long run all the ingredients for success are already there,and we just need to make the most of them.36FUNDRAISING3637Over
126、all retention for 2022 was 29%that is,29%of nonprofit donors who made a one-time gift in 2021 made another one-time gift in 2022.This was a slight in-crease from the previous year,though well below the 38%retention reported for 2020.Across nonprofits of every type,there is a clear and sharp distinct
127、ion between retention rates for new online donors,and those for previously retained donors.Only 16%of donors who made their first online gift in 2021 returned to make another donation to that nonprofit in 2022.But prior donors those who gave at least once from 2018 to 2020,and again in 2021?They had
128、 an average reten-tion rate of 49%,with the lowest sector average at 46%.Monthly giving was up across the board,while one-time giving decreased for nonprofits in most issue areas.Monthly giving made up more than a quarter of all online revenue in 2022.Average gift rose slightly,but seemed resistant
129、to major swings within sectors.The average monthly donor contributed more over the course of the year than the average one-time donor.Donors who have a history of repeated giving were much more likely to keep donating than first-time donors.Lets rehash the data we just went over:None of this means t
130、hat new donor acquisition is not a crucial priority for non-profits without it,growth is impossible.It does suggest that there is significant value in emphasizing long-term relationships,growing the monthly donor base,and optimizing retention efforts.Leftovers are good.Spread the word.37ingredientsS
131、tep 1|Soak the beef brisket for 20 minutes in cold water to draw out the excess blood.Rinse the beef off and then add to a large pot with 10 cups of water.Add a whole peeled onion,garlic,and the scallions,roughly chopped.Bring to a boil.Skim off any foam.Reduce to medium low heat,cover and let simme
132、r for one hour.Beef should be fork tender.Let it cook longer if its not ready.Remove the onion,garlic and scallions and discard.This step can be prepared in advance up to 3 days.Step 2|Remove the beef and set it on a plate to cool.Once its cool,you can shred it and add the seasonings:sesame oil,soy
133、sauce,minced garlic,sugar,salt and pepper.Can be prepared in advance and saved until the soup is ready.Step 3|Add the dduk(rice cake ovalettes)and let cook for about 7 to 8 minutes,or until the cakes are completely tender.Season with up to 1 tablespoon of soy sauce,and then add salt until its the ri
134、ght saltiness.Step 4|Make the omelet and prepare the seaweeds strips and scallion garnish.Serve individual soup bowls with garnishes on top.Dont forget to serve kimchi on the side!Partner YOONHYUNG LEE loves fundraising metrics almost as much as she loves this Dduk Guk(Rice Cake Soup).Hear her talk
135、about both!Food for ThoughtWATCH at pound beef brisket1 whole yellow or white onion6-8 cloves of garlic2 scallions1 tablespoon Guk Ganjang or regular low-sodium soy sauce1 pound frozen dduk,soaked in cold water for 30 min1 hour1 to 2 teaspoon soy sauce1 teaspoon minced garlic1 tablespoon sesame seed
136、 oil1/2 tsp sugarSalt and pepper to taste2 egg omelet,sliced into thin ribbons1 pack dried,toasted seaweed,sliced into thin ribbons1 to 2 scallions,sliced thinly on the bias38FUNDRAISING|ADDITIONAL CHARTS3839MonthMembership MetricsWhile many nonprofit programs divide their small-dollar programs into
137、 the one-time/monthly donor binary explored in this section,theres a third category of giving that is especially important in the Public Media and Cultural sectors.Membership programs include some of the qualities of both one-time giving(high initial average gifts)and monthly giving(a strong expecta
138、tion of renewal,inclusion in a specialized group of donors)like a half-sandwich-and-cup-of-soup combo meal.Membership often comes with a tote bag,year-long admission to a museum,or other tangible benefits.(For our purposes here,we included only the Public Media and Cultural sectors partly to filter
139、out nonprofits with purely symbolic membership programs,which may include a member card but no other benefits.)For Public Media nonprofits,“membership”and“individual giving”are essentially interchangeable.These participants reported 100%of online revenue as membership giving,with a 5%decline from 20
140、21.Membership accounted for 64%of online revenue for Cultural non-profits,with membership revenue growing by 9%in 2022,following 33%growth in 2021.That 33%increase was fueled at least in part by the re-opening of museums and other spaces after pandemic-driv-en shutdowns in 2020.For nonprofits with e
141、mail programs that include both membership and non-membership fundraising,there were sharp differences in performance.Membership messaging accrued a much higher average click-through rate and page completion rate,leading to a response rate six times larger than the response rate for non-membership f
142、undraising(0.19%,compared to 0.03%).The offer of tangible benefits and membership status could have an impact here,but its also worth remembering that nonprofits may be sending membership offers to a subset of their audiences that is more likely to give.404041FUNDRAISING|MEMBERSHIP METRICS42Quick Bi
143、tesEmail list sizes decreased by 2%in 2022,after 8%and 9%growth in the previous two years.Email revenue declined by 4%,the same decline reported in total online revenue.For every 1,000 fundraising messages sent,nonprofits raised$90.This marks a 15%decrease from 2021.Nonprofits sent an average of 60
144、email messages per sub-scriber in 2022,a 15%increase in volume from the previous year.Fundraising appeals made up about half of the total email volume.The average response rate for advocacy email was 1.31%,a 8%decline over the previous year.The average response rate for fundraising email was 0.09%,a
145、n 18%decline compared to 2021.Mobile messaging(a.k.a.text messag-ing or SMS/MMS)43EMAIL AND MOBILE MESSAGINGTradition shows up in food in so many ways.From the well-seasoned cast iron skillet to the fine dishware that gets passed down from generation to generation.Even what we call our food dressing
146、 or stuffing,anyone?or our preference for ingredients,like using corn instead of flour for homemade tortillas,keep us connected to memories,histories,and people we adore.subscriber list size increased by 11%.Nonprofits had 236 mobile subscribers for every 1,000 email subscribers.On average,nonprofit
147、s sent 21 text messages per subscriber per year,a 28%increase in volume from 2021.It is an enormous amount of work,largely unseen,but a healthy tree can stay productive for many,many years.Your email and SMS program is an orchard,and it will not blossom without care.Success requires patience,attenti
148、on,and a commitment to cultivating long-term relationships with supporters.Carelessness leads to decay and blight:bottom-of-the-barrel deliverability,crashing response rates,unsustainable churn.Email list sizes decreased slightly in 2022 nonprofits ended the year with 2%fewer subscribers than they b
149、egan.This dip followed 8%growth in 2021,and 9%growth in 2020.The net change in list size can give a rough sense of a programs health,but its important to understand both where subscribers are being lost and how non-profits are bringing in new email supporters.Over the course of 2022,9.1%of listmem-b
150、ers were lost due to users unsubscribing.Another 7.8%of email addresses became non-deliverable due to bouncing.(In addition,many nonprofits remove inactive subscribers,typically defined as those who have not engaged in some way over a set period of time.While this is an important ingredient in under
151、standing your evolving list,the churn numbers we report dont reflect inactive removals,in part because its a gray area.Nonprofits define“inactive”in a variety of ways,and in-active supporters can often be reactivated.)A young apple tree might take six years or more before it begins bearing fruit.In
152、that time it needs water,sunshine,and a bounty of nutrients.It must be tended and pruned and pro-tected from pests.Skilled laborers care for the tree,harvest and pack and ship the fruit.4445#3 SNACK+DATA PAIRING RECOMMENDED BY BENCHMARKS PARTICIPANTS:popcornMobile messaging data was provided by our
153、friends at Upland Mobile Messaging(thanks Upland!).EMAIL AND MOBILE MESSAGINGEmail and Mobile Messaging46EMAIL AND MOBILE MESSAGING4647These numbers can be a tad upsetting.After all,you worked hard to acquire those names,and you want the biggest base of support possible!But unengaged,un-interested,i
154、nactive subscrib-ers are a drain on an email program.They can increase costs,harm deliverability,and make it hard to discern the true outcome of testing.So think of churn as an exercise in pruning,cutting back to promote future growth.That growth depends on bringing in fresh subscribers through acqu
155、isition.This can take many forms advo-cacy campaigns,interactive engagements like surveys and quizzes,offline-to-online recruitment,and countless other tactics.For some nonprofits,one source of new subscribers stood out as especially important:lead generation through paid digital advertising.The rat
156、io of ad-acquired leads to email list size at the start of the year was 0.09.In other words,a nonprofit that began 2022 with an email list of 100,000 ad-dresses acquired 9,000 new leads via ads over the course of the year.See page 60 for more on the symbiotic rela-tionship between email and digital
157、ads.Nonprofits sent an average of 60 email messages per subscriber in 2022,a 15%increase in volume from the previous year.Overall,about half of these messages were fundraising appeals but both total volume and the balance of message type var-ied widely between sectors.Public Media nonprofits,for exa
158、mple,sent an especially high number of newsletter messages an average of 28 per subscriber.A sub-scriber signed up to a Rights nonprofits email program could expect to receive 24 advocacy messages over the course of the year,more than double the overall average.Disaster/International Aid nonprofits
159、sent the highest number of messages an average of 98 messages,with 57 of them being fundraising appeals.Fundraising in this sector tends to be driven by high-profile humanitar-ian crises,which in 2022 included flooding in Pakistan and millions of people in Ukraine displaced by Rus-sias invasion.Its
160、worth noting that Disas-ter/International Aid organi-zations sent the highest vol-ume not only of fundraising email,but also engagement messaging.This kind of mes-saging includes surveys,edu-cational resources,and other content meant to strengthen the relationship between a nonprofit and its support
161、-ers.When the scale of catastrophe demands a high-volume fund-raising response that might overwhelm sup-porters,engagement content helps ensure the list remains fertile ground for fundraising.Email revenue overall de-clined by 4%from the pre-vious year the same de-cline reported in total online reve
162、nue.But for Disaster/International Aid nonprof-its,the average change was a 24%increase over 2021 email revenue.The high-pro-file humanitarian need,especially in response to the conflict in Ukraine,was likely a key driver here.48EMAIL AND MOBILE MESSAGING4849Change in email revenue 2021 to 2022For e
163、very 1,000 fundrais-ing emails sent,nonprofits reported average revenue of$90.In other words,a single fundraising message landing in a single inbox generated 9 cents.Average revenue per 1,000 fundraising emails declined by 15%,with a double-digit decline for ev-ery sector except Disaster/Internation
164、al Aid.User behavior sits between the messages sent by nonprofits and the return they see(whether in dollars,signature petitions,shares,or other metrics).We saw declines in just about every trackable email metric,including click-through rates,page completion rates,and response rates.Overall,the fund
165、raising email response rate the percentage of email recip-ients who completed a gift was 0.09%in 2022.Thats an 18%drop from 2021,and every sector saw a decline.For advocacy messages,the email response rate is 1.3%this year,an 8%decline.50EMAIL AND MOBILE MESSAGING5051For years,we have dutifully repo
166、rted on open rates as one of the building blocks of email metrics.And for years,we have just as duti-fully encouraged readers to take those numbers with a grain of salt,as tracking opens was relatively unreliable.As Apples 2021 privacy changes created zillions of false opens,that grain of salt becam
167、e a boulder,a mountain,a continent.This time around,our average reported open rate was a whopping 34%.That number is a lie,and lies do not belong in Benchmarks.You may still find benefit in tracking opens for your own email program,and if you can separate real human opens from illusory machine opens
168、,this can be a useful metric.But as far as Benchmarks is concerned,open rates are 86ed.Open RatesShut DownTaken all together,2022 saw nonprofits sending more email,but those email messages reached slightly smaller audiences and raised less per recipient than in the previous year.And yet,despite thes
169、e challenges,email still accounted for 14%of all online revenue.As nonprofits work to maintain and build email programs,many are also expanding efforts in other channels,including mo-bile messaging(a.k.a.text messaging or SMS/MMS).The scale of these mo-bile messaging programs is typically not as lar
170、ge as email programs,which have had more time to grow for most nonprofits.For ev-ery 1,000 email sub-scribers,nonprofits had 236 mobile mes-saging subscribers.But while email list size de-clined in 2022,the average number of mobile subscrib-ers increased by 11%.The frequency of messaging was also lo
171、wer for mobile messaging programs.Non-profits with mobile pro-grams sent an average of 21 messages per subscriber in 2022.At the 75th per-centile,nonprofits sent 37 messages per subscriber.52EMAIL AND MOBILE MESSAGING5253(Note that while our data set includes electoral messaging,none of our particip
172、ants are themselves candidates or official po-litical party entities.So if it felt like you personally got WAY MORE than this mes-saging volume blowing up your cell phone last year,especially at the height of election season it was probably not coming from the nonprofits sending an average of 3.6 el
173、ectoral messages per year.)Just as different crops have ideal planting seasons,the volume of mobile messag-ing changes with the times.Mobile messaging spiked in November and December,which are also busy months for email programs as nonprofits look to leverage Giving Tuesday and end-of-year giving de
174、adlines.Similarly,an election year is bound to generate more electoral messaging than an off-cycle year,and thats ex-actly what we saw in 2022.Electoral messaging in-creased by 127%from the previous year,while overall mobile messaging volume increased by 28%.Voltaire said that we must cultivate our
175、garden,and while he was mostly not talking about digital messaging channels,its good advice.The care and maintenance of a nonprofit messaging program is an ongoing and complicated endeavor.It takes resourc-es to acquire new sub-scribers,and even more to nurture those relationships through engaging,r
176、elevant messaging.Successful direct response programs will be responsive to changes in the world around us and attentive to what matters most to supporters.54EMAIL AND MOBILE MESSAGING|ADDITIONAL CHARTS545556EMAIL AND MOBILE MESSAGING|ADDITIONAL CHARTS565758TASTING MENU5859ingredientsStep 7|Use an i
177、mmersion blender to blend the chiles,garlic,and oil until theyre as smooth as they are going to get.Remember our onions from step 1?Add those in,along with the peanuts,and pulse until you like the consistency.The goal is a rich base with crunchy,chewy bits adding texture and excitement.Step 8|Youll
178、probably want to add salt,and you may also want adjust the flavor with vinegar(apple cider or rice wine)and/or MSG pow-der.Add some cumin if you want to make my dad even more mad than we already did with the garlic.Step 9|Youre done!Pour the salsa into a jar or two.It will tend to separate like all-
179、natural peanut butter,so stir before using and store in the fridge to help prevent that separation.Eat it with chips,or put it on eggs,noodles,hot dogs,literally any food that you might want to enjoy while reading Benchmarks.Salsa macha is a rich,nutty salsa that sits sort of at the opposite end of
180、the spectrum from a fresh and vibrant pico de gallo.It originated in Veracruz,which is not the part of Mexico that my family is mostly from.So the downside is,I dont have an old family recipe passed down from my abuelita to share with you.But the upside is,were not going to worry too much about adhe
181、ring to a traditionalist approach here and can feel free to experiment a bit.The main variables are how spicy you want it(which you can scale up or down based on the amount and type of chiles)and how chunky/crunchy you want it(which you control with the final blender step).I find it easiest to build
182、 the salsa in a two-cup pyrex measuring cup,and use an immersion blender for the mixing.a medium onion,thinly sliced(Right off the bat here we have strayed pretty far from tradition.You can skip step 1 and omit the onions if you like,but frying onions in the microwave is a fun magic trick I stole fr
183、om this Serious Eats1 post and I recommend it.)1 cup peanut oil or other neutral oil(Some people use olive oil,but I feel like it competes too much with the other flavors.But you do you!)15 dried chiles de rbol(This will be spicy!Feel free to dial this way back if you like it will still be delicious
184、.)1 chile guajillo and/or chile ancho and/or chile pasilla(Or whatever other dried chiles you want,the point is to add a bit of sweetness and complexity to balance the sharp heat of the chiles de rbol.)2 cloves garlic,peeled and lightly smashed with the side of your knife(lol my dad would be so mad,
185、he hates when I add garlic to salsas.)2/3 cup peanuts(Or use other nuts!Ive been happy with cashews,and sesame seeds are pretty common.Allergy warnings,of course.)Salt Salsa MachaStep 1|Put the onion and oil in your glass measuring cup,stir the onions with chopsticks or a fork to break the slices ap
186、art.Microwave on high for 5 minutes,stir it up again.Then keep microwaving for 30-60 seconds at a time until the onions are a pale golden brown.Strain out the onions and spread them on a plate or baking tray lined with paper towels to drain.Reserve the oil for later.Step 2|Toast the peanuts in a sta
187、inless steel pan over low heat until lightly browned and toasty,like 3 minutes or so.Set them aside.Step 3|Rinse the chiles,and remove the stems from the chiles de rbol.(For big chiles like anchos,its usually easier to toast them first and then use kitchen shears to cut out the stem and seed pod).St
188、ep 4|Wipe out the pan,turn the heat up to medium,and toast the chiles.The chiles de rbol will be done pretty quick,just a couple minutes grab them out of the pan with tongs as they get dark and shiny and then set them aside.The bigger chiles like anchos take a little longer,but thats okay we are not
189、 in a hurry.Step 5|Once all the chiles are out of the pan,pour the oil into the pan over medium heat.While the oil is heating,peel your garlic cloves and give them a light smash with the side of your knife.Then drop them into the oil for a minute or so,until they start to brown and things smell nice
190、 and garlicky.Step 6|Combine the chiles,garlic,and oil in your large glass measuring cup.The still-hot oil will make the chiles sizzle in a fun and exciting way.appetizersSenior Creative Director(and Benchmarks author!)WILL VALVERDE chats about one-time and monthly giving while making this delicious
191、 Salsa Macha.Food for ThoughtWATCH at BitesNonprofit digital ads spend increased by 28%in 2022,with nonprofits reinvesting$0.11 in digital ads for every dollar of online revenue.Direct fundraising accounted for 56%of all ad spending.Branding,awareness,and education ads made up 26%of spending,and non
192、profits spend 15%of ad budgets on lead generation.Ad-driven lead generation was an important source of email subscribers.For every 100,000 email subscribers at the start of 2022,nonprofits acquired 9,000 new subscribers via ads.The average cost per click(CPC)for search ads was$3.63;for social media
193、ads,the average CPC was$4.55.Search advertising had the lowest cost per donation at$47 and highest return on ad spend(ROAS)at$2.75.When relying on Google Grants,nonprofits reported a“cost”per donation of$1,208 and a ROAS 61DIGITAL ADSHave you ever meandered around the grocery store a little bit long
194、er than usual,imagination wild,searching for a new ingredient to try?It can be scary to dive into food experiments.As data people,we know when there are a lot of variables,things can sometimes go awry.But even in failure,theres always cereal as a backup.of$0.07.(Which is to say:the results for Googl
195、e Grants ads are significantly weaker than for paid search on the whole.We put the“cost”in quotes here because the Grant program means no one actually pays those amounts.)View-through revenue(revenue from donors who made a donation from seeing,but not clicking on,an ad)accounted for 26%of all giving
196、 sourced to digital ads.62The obvious takeaway is that you should probably not take nutritional advice from the makers of Gooey Frooty Gobsmacks.But the hard-er truth is that its extremely difficult for people to agree on what actually constitutes balanced nutrition.Different tastes,restrictions,pri
197、orities,allergies,nutritional needs,cultural expectations,and more lead to infinite varia-tion on what we mean when we say“balanced.”That same holds true when were deciding how to allo-cate resources,investments,and objectives in a digital ads campaign.The challenge isnt so much that a given platfor
198、m or audience is good or bad,any more than High Fructose Happy Flakes are healthy or unhealthy on their own.Its about#4 SNACK+DATA PAIRING RECOMMENDED BY BENCHMARKS PARTICIPANTS:nutsDIGITAL ADSTelevision ads for kids cereals used to end with an extraordinary claim:these Sugar-Crusted Double Marshmal
199、low Chocoroos are part of a balanced breakfast!And theyd show a bowl of wondrously dyed cereal next to a glass of orange juice,a glass of milk,four slices of buttered toast,fruit salad,three eggs over medium,a short stack of pancakes,and another glass of orange juice,somehow?6263Digital Adsbuilding
200、that balanced diet that moves your program forward.Now lets get cereal serious and take a look at how nonprofits struck that balance in 2022.The first decision a non-profit needs to make is the size of the digital ads budget(“zero”is an option,but not a good one well see in a moment how important ad
201、vertising is to a thriving digital program).Last year,nonprofits reinvest-ed$0.11 in digital ads for every dollar raised online.That means that a nonprofit that raised$1,000,000 through online channels in 2022 would have spent$110,000 on digital ad placements.This spending represents an increase of
202、28%over 2021 digital ads investments,and we see significant variation in both the level of invest-ment and the year-over-year change between sectors.64DIGITAL ADS6465Cultural nonprofits were the only sector that reported a decline from 2021 digital ads spending.Meanwhile,Disaster/International Aid i
203、ncreased digital ad spending by a whopping 89%over the previous year,with emergency response efforts in Ukraine likely the driving force.Its worth noting that despite the increased investment in advertising for Disaster/International Aid nonprofits,the ratio of spending to rev-enue was$0.10 per doll
204、ar just about the overall av-erage for all nonprofits.That suggests that the growth in ad spending kept pace with an increase in revenue,and that despite the increased investment there may still have been room for effective additional advertising efforts for Disaster/International Aid nonprofits.Now
205、 that we have a sense of the scale of ads spend-ing by nonprofits,lets dig into how they distributed that investment.The largest portion of ad budgets was devoted to direct fundraising.Overall,56%of ad spending went to direct fundraising,and the range by nonprofit size was relatively small.Large non
206、profits(those with annual online revenue over$3MM)spent 56%of ad budgets on fundraising;Medium nonprofits(with an-nual online revenue between$500k and$3MM)had the Nonprofits of all sizes spent about a third of fundraising ad budgets on search.It appears that there is broad agreement that search is a
207、n important part of a balanced fund-raising ad diet no matter who you are,with essential vitamins and minerals.Well largest portion of digital fundraising,at 58%;and Small nonprofits(with annual on-line revenue under$500k)reported spending 54%of ad budgets on fundraising.Looking beyond fundraising,n
208、onprofits of different sizes expressed different priori-ties through spending.Large nonprofits spent just 13%of budgets on lead generation,and instead emphasized fundraising and branding,awareness,or education ads(29%of all spending).Acquir-ing new subscribers ate up a greater shared of spending for
209、 Small(22%)and Medium(23%)nonprofits.Those differences in spend-ing reflect variation in strat-egy,goals,and opportunities.Now lets take a closer look at how nonprofits distributed ad budgets by channel,specifi-cally for fundraising advertising.see some of the reasons for that when we review return
210、on ad spend.Beyond search,we see a greater divergence by group size.Large nonprofits invest-ed more in Meta,while Small nonprofits prioritized display.As privacy changes by Apple and the deprecation of cookies continue to affect the digital ads landscape,Meta has been challenging for everyone.It may
211、 be that Small nonprofits felt these challenges more strongly than Large nonprofits,and scaled back accordingly.While Twitter and TikTok 66DIGITAL ADS6667were not significant channels for fundraising advertising,Large nonprofits did spend$5 of every$100 on video.Larger budgets can open up possibilit
212、ies in emerging channels,or those with uncertain return or high costs of entry.As nonprofits continue to seek new audi-ences,we may see greater investments in these other channels in the coming years.Weve examined the balance of ad spending by goal and by channel.We can also think about ads budgets
213、as a binary split between prospecting(acquiring new supporters)and retargeting(reaching existing ones).Overall,nonprofits de-voted a greater share of budgets to reaching prospects than exist-ing supporters.For every dollar spent on retargeting,they spent$1.19 on prospecting.Now that we have a bet-te
214、r understanding of the choices nonprofits made,we can explore performance,starting with return on ad spend(ROAS)for fundrais-ing advertising.Remember how nonprofits of every size devoted a third of all spending to search?Well,nonprofits of ev-ery size and across all sectors also saw the highest ROAS
215、 of any channel with search advertising.This makes sense:search spend tends to be focused on the brand,and you can bet that the people Googling donate to nonprofit are some of the best people you can spend money to reach!An immediate question aris-es:if search has such a high ROAS compared to other
216、channels,why didnt non-profits devote even more resources to this channel?Why isnt the whole pro-gram just search?Why cant you have pizza in the morn-ing,pizza in the evening,and pizza at suppertime?The problem is,of course,that the search audience is finite.Once a nonprofit has hit a spend level hi
217、gh enough to reach most or all users with relevant que-ries,theyll need to look elsewhere to continue to expand their audience.Meta had the next-highest ROAS overall,but we saw huge variance between sectors.For Hunger/Pov-erty nonprofits,the Meta return was$1.07 for every dollar spent.For Rights non
218、-profits,the ROAS was just$0.17.The wide range we see may be due to the over-all uncertainty in targeting on Meta due to new privacy settings for Apple and Goo-gle.As cookies are deprecat-ed and users become more difficult to track,nonprofits will need to experiment more in their tactics and targeti
219、ng,and we can expect less consistent results.While search advertising was a relatively level play-ing field,Large nonprofits appeared to have a distinct advantage in other channels.For display advertising,Large nonprofits reported a ROAS of$0.65,compared to$0.28 for Medium and$0.21 for Small nonprof
220、its.This makes sense if we think about display performance as being primarily driven by establishing and aggressively reinforcing a nonprofits brand.The bigger or more prominent your brand is to begin with,the more effective display will tend to be.This doesnt mean that Small nonprofits shouldnt inv
221、est in display quite the opposite!it just means that they have more of an uphill battle.The changes in online priva-cy protections are affecting more than ad performance;they are also making it more challenging for nonprofits to assess their programs.We found that view-through revenue ac-counted for
222、 26%of the total ads return but this number should be taken with a grain of salt,and likely under-counts the impact of advertising.View-through revenue is tracked in a variety of ways,but most methods require third-party cookies,which are blocked(or partially blocked)on some brows-ers already and wi
223、ll be fully blocked on the largest browser(Chrome)starting in 2024.Successful display and video advertising in particular depends on view-through revenue,so these changes will make it more difficult to measure the full value of these channels.For the next couple years,nonprofits should expect contin
224、uing challenges in measuring and optimizing display and video(not to mention emerging channels like podcasts and connected TV,which we group under 68DIGITAL ADS6869“Other”in this study).As is often the case,there will probably be an advantage for nonprofits that are able to make early investments in
225、 testing.All of the above findings are based on paid place-ments,but many nonprofits include Google Grants as part of their digital adver-tising mix.These campaigns are run with ad credits;were presenting them in terms of“dollars spent”for consistencys sake,but just remember that those dollars are n
226、ot actually coming from nonprofit budgets.Google Grant ads are not nearly as effective as paid advertising.The ROAS for these campaigns is just$0.07 overall.In com-parison,the average ROAS for paid search was$2.75,a whopping 39 times higher.Even though Google Grant placements are free,the net return
227、 is still significantly lower than paid search.There are a few reasons why paid search outperforms Google Grant ads by such a wide margin,but mostly they boil down to the fact that Google wants it that way.Google imposes restrictions on Grant ads,including a spend cap of$10k per month(below what man
228、y nonprofits need to capture all searches for their brand terms)and a cost-per-click cap of$2(well below our average search CPC of$3.63).These restrictions limit nonprofits ability to capture the high-value traffic that drives up ROAS in paid campaigns,and may create a self-fulfilling prophecy:nonpr
229、ofits know that Grant lacks the flexibility of paid accounts,so they choose to move their most important campaigns into a paid account.Perhaps most notable,Google displays Grant ads below paid ads.If two non-profits are bidding on the same term,ads from a paid account will always appear above the on
230、e bidding from a Grant.Users tend to engage with the first search results they are served,which makes paid ads much more likely to capture the click and eventual donation.None of this is to say that Google Grants are not worth including as part of the overall advertising mix for nonprofits.For exam-
231、ple,nonprofits saw 431 site visits for every$1k in Grant spend.If an nonprofit were to spend their full$10k budget ev-ery month,that would be the equivalent of 51,720 additional site visits in a year.Those visits can generate email signups,petition signatures,and volunteer recruitment,or help meet a
232、ny number of important goals.70DIGITAL ADS7071As weve seen,a balanced ads diet includes lead generation in addition to direct fundraising and Small nonprofits in particular tended to prioritize lead generation in their budgets.While these ads arent intended to generate an immediate return,they are c
233、ritical to building a growing base of support.Were taking a fresh ap-proach to measuring the impact of lead generation advertising this year by mea-suring the ratio of ads-ac-quired leads email list size at the start of the year.Heres what that means:if the median nonprofit had 100,000 email subscri
234、bers at the beginning of the year,they acquired 9,000 new leads via ads over the course of 2022.When we understand how important a growing list is to a healthy email program,and how difficult list growth is(overall,email list size declined slight-ly last year),that is an enor-mously consequential re
235、sult.We explore what this all means in more detail in our Tasting Menu section(page 6),but the takeaway is clear.Ads and email programs are deeply intertwined,and ignoring one can severely damage the other.Cost per lead varied widely by nonprofit sector,and even more so by platform.Meta generated le
236、ads at the lowest cost,with an average cost per lead of$4.39.While Large nonprofits report-ed more favorable results across many of our ads met-rics,that did not hold true here.Medium($3.34 CPL)and Small($4.71 CPL)both had lower costs than Large nonprofits($4.89 CPL).Adoption of other chan-nels for
237、lead acquisition is not nearly as widespread as for Meta,and costs per lead were generally higher.Part of this may reflect the relative immaturity of the platforms,and the challeng-es of optimizing content.Nonprofits that are able to experiment with TikTok and YouTube may gain an edge in optimizatio
238、n,and may be willing to pay a premium for leads that represent younger,more diverse,or otherwise distinct supporter audiences.Not every nonprofit will be able to make these invest-ments.Some will choose to prioritize direct fundraising,while others invest in raising their brand profile.Non-profits w
239、ill need to think holistically about their digital programs,and how email,ads,and other channels can be mutually reinforcing.The distribution of time and resources will change as channels emerge,mature,and decline.Its complicated,of course it is.But its all part of a balanced breakfast.72DIGITAL ADS
240、|ADDITIONAL CHARTS727374DIGITAL ADS|ADDITIONAL CHARTS7475ingredientsLevain27g white flour27g whole spelt flour55g water55g ripe sourdough starterAutolyse493g white flour233g whole spelt flour208g whole wheat flour52g whole rye flour726g waterMix(final dough)104g water20g fine sea salt164g ripe levai
241、nStep 1|In a small bowl or jar,mix the Levain ingredients.Cover the jar and keep it at a warm temperature for 3 hours.Step 2|In a mixing bowl,add the autolyse ingredients until no dry bits remain.Cover the bowl and let rest for 1 hour.Step 3|Add the salt and levain to the top of the dough in autolys
242、e,and use a splash of water to moisten.With wet hands,mix thoroughly.Add the remaining water if the dough feels cohesive and it can handle the rest.Next,knead the dough for a few minutes using either the slap and fold technique or folds in the bowl.For this dough,I kneaded for about 5 minutes until
243、the dough smoothed and became elastic.Transfer the dough back to the bowl or to a container for bulk fermentation and cover.Step 4|This dough will require 3 sets of stretches and folds during bulk fermentation.After the first 30 minutes,wet your hands,grab one side of the dough,and lift it up and ov
244、er to the other side.Rotate the bowl 180 degrees and repeat.Then rotate the bowl a quarter turn and stretch and fold that side.Rotate the bowl 180 degrees again and finish with a stretch and fold on the last side.The dough should be neatly folded up in the bowl.Cover and repeat these folds every 30
245、minutes for a total of 3 sets of stretches and folds.Then let the dough rest,covered,for the remainder of bulk fermentation.Step 5|Use water and a wet hand or lightly flour your work surface(whichever you prefer)and scrape out your dough.Using your bench knife,divide the dough in half.Lightly shape
246、each half into a round shape.Let the dough rest for 20 minutes,uncovered.Step 6|Lightly flour the top of your preshaped rounds and using floured hands,shape the dough into an oval(batard)shape,then place the dough in proofing baskets,seam side up.Step 7|Cover proofing baskets with reusable plastic a
247、nd seal.Then,place both baskets into the refrigerator and proof overnight.Step 8|Preheat your oven with a baking surface inside to 450F(230C).When the oven is preheated,remove your dough from the fridge,score it,and transfer it to the preheated baking surface.Bake for 20 minutes with steam.After thi
248、s time,vent the steam in the oven and continue to bake for 35 minutes longer.When done,the internal temperature should be around 204F(95C).Let the loaves cool for 3 to 4 hours on a wire rack before slicing.Media Director SARAH COUGHLON bakes Spelt,Rye,and Whole Wheat Sourdough Bread and chats about
249、lead gen for ads.Food for ThoughtWATCH at from a recipe by Maurizio Leo76Quick BitesFor every 1,000 email addresses,nonprofits had an average of 685 Facebook fans,208 Twitter followers,and 160 Instagram followers.Nearly all nonprofits reported an active presence on these platforms.TikTok was an acti
250、ve platform for 30%of nonprofits.These participants had an average of 4 TikTok followers for every 1,000 email addresses.Among the three most commonly used platforms,Instagram audiences grew at the fastest rate.Nonprofits had 10%more Instagram followers in 2022 than in 2021,while Facebook fans incre
251、ased by 4%.Twitter audience sizes held flat for the year.Facebook posts reached 53 users on average for every 1,000 followers a nonprofit had.Twitter posts reached 47 users per 1,000 followers,and Instagram posts reached 65 users per 1,000 followers.Revenue from Facebook declined by 34%overall,but s
252、urged 77SOCIAL MEDIASome of our favorite pastries,like eclairs,call for eggs to be handled in multiple ways to create interesting texture and structure.They are also tricky to manage.Add eggs to dough thats too hot,and theyll cook.And,like changes to the algorithm on a social platform you think youv
253、e figured out,its a totally frustrating experience.by 99%for nonprofits in the Disaster/International Aid sector.Facebook giving accounted for 1.1%of all online revenue.The average Facebook Fundraiser generated 4 gifts,with an average gift of$34.78Each platform is a potluck that hosts a different-bu
254、t-often-overlapping audience,and employs a fickle algorithm that elevates some content while squashing other posts.Nonprof-its choose which of these dinner parties to join,and try their best to earn a seat at the table.Three social media platforms enjoyed near-universal adoption from nonprofits in 2
255、022:Facebook,Instagram,and Twitter.There was also widespread presence on LinkedIn(82%)and YouTube(74%).The only other social media platform used by a substantial number of Benchmarks participants was TikTok 30%of nonprofits reported being active on that platform in 2022.(As a reminder,this edition o
256、f Benchmarks covers 2022,which means that Twitters acquisition by Elon Musk,and the fallout from the leeeeeeeeeeengthy series of dubious/strange/unethical/childish/counterproductive/unpalatable/offensive/outlandish choices made since then mostly falls outside of our data set.It also means that any m
257、igration to the cornuco-pia of new platforms vying to be the new Twitter will not be reflected here.)Nonprofits tended to have more fans on Facebook than followers on other platforms.For every 1,000 email subscribers,nonprofits had 685 Facebook fans,208 Twitter followers,and 160#5 SNACK+DATA PAIRING
258、 RECOMMENDED BY BENCHMARKS PARTICIPANTS:pretzelsSOCIAL MEDIAAnyone who has ever attended a rambunctious Thanksgiving gathering,debat-ed whether a hot dog is a sand-wich,or spent five minutes on M+Rs internal#feelingsonfood Slack channel knows:nothing simultaneous-ly brings people together and sparks
259、 furious argument quite like food.Well,maybe one thing:social media.7879Social MediaPercentage of nonprofits usingsocial media platformsInstagram followers.Unsur-prisingly for a relatively new platform,nonprofits had the smallest audiences on TikTok just 4 followers for every 1,000 email subscribers
260、.80SOCIAL MEDIA8081Although Instagram audi-ences were smaller than Facebook or Twitter,they grew at the fastest rate.Nonprofits had 10%more Instagram followers in 2022 than in 2021,while Face-book fans increased by 4%.Twitter audience sizes were flat year-over-year,which re-ally makes you wonder why
261、 someone would want to spend$44 billion over there.(ooooh,burn!)Of course,growing an au-dience is just the beginning the real goal is to serve content and drive engage-ment.Instagram posts had much higher reach relative to a nonprofits follower count.82SOCIAL MEDIA8283Instagram posts had an av-erage
262、 reach of 65 for every 1,000 followers a nonprof-it had.That means that a nonprofit with 500,000 Instagram fans could expect any given post to be seen by 32,500 users.If they had the same number of followers on Facebook,that post would be seen by 26,500 users.Reach is determined by a variety of fact
263、ors the size of a nonprofits follower base,the type of content(story content had much lower reach than photos,for example),the ever-in-scrutable and ever-changing algorithms of each platform,and user engagement.Think of social media content as tapas or banchan small plates meant to be shared.The tas
264、tier they are,the more people are likely to pass them around.Nonprofits posted most frequently on Twitter,with 1.6 posts per day.Facebook posts came an average of once per day,and 0.8 posts per day on Instagram.As with many of these metrics,TikTok trails far behind,with 0.1 posts per day among nonpr
265、ofits active on that platform.Public Media nonprofits were by far the most fre-quent posters on Facebook(3.7 posts per day)and Twitter(5.1 posts per day).Wildlife/Animal Welfare non-profits posted an average of 0.3 TikToks per day still well below the frequency of other platforms,but we appreciate t
266、he cute animal videos and thank them for their service.84SOCIAL MEDIA8485Facebook posts from Wild-life/Animal Welfare nonprof-its were also more likely to be photo posts 56%of posts in this sector included photos,more than twice the overall average of 24%.Pub-lic Media nonprofits heavily emphasized
267、links,with 90%of all Facebook posts falling into this category.The social media data weve looked at so far measures what nonprofits are doing,and how audiences are re-sponding.Now,lets examine what supporters themselves are bringing to the table with Facebook Fundraisers.Overall,1.1%of online revenu
268、e was derived from Facebook(this isnt exclu-sively from Facebook Fund-raisers,but the overwhelm-ing majority of this giving is through user-generated Facebook Fundraisers,so its okay to think of it that way).Not only did the share of online revenue from Face-book decline from 2021 levels the absolut
269、e amount raised was lower for most nonprofit types.The exception was the Disaster/International Aid sector,where Facebook revenue just about doubled from the previous year.86SOCIAL MEDIA8687As with so much of the standout 2022 results for nonprofits in this issue area,the most likely driver here was
270、 the conflict in Ukraine.In response to the invasion and escalating violence,people chose to show sol-idarity in a variety of ways,from yellow-and-blue profile filters to starting Facebook Fundraisers in support of direct relief efforts.Those individual decisions to start Fundraiser efforts are the
271、most important factor determining Facebook reve-nue.That revenue decreased because,outside of the Disaster/International Aid sector,users started fewer Facebook Fundraisers than in 2021.The average performance of Facebook Fundraisers was fairly consistent across sectors,with the median Fundraiser ef
272、fort generating 4 donations.Some users were able to drive more do-nations the colored bars in this chart show the range from the 25th percentile to the 75th percentile.The average gift made to a Facebook Fundraisers cam-paign was$34,with most sectors clustered closely around that average.The lowest
273、Fundraisers average gift was in the Health sector($26),and the highest was in the Disaster/International Aid sector($38).These results are consistent with what weve reported in every Benchmarks that has included Facebook Fundraisers the results of each individual Fundraiser campaign tend to be fairl
274、y modest.A handful of gifts,about thirty bucks each.The biggest difference the biggest opportunity lies in the number of people who are inspired to take a moment or two to dedicate themselves to a cause,and ask the people who care about them to join in.Call it potluck,call it stone soup when we invi
275、te enough people in,it matters less whether each individual contribution is substantial on its own.Whats important is how it all comes together.888889ingredients1 cup raw spinach1 cup blueberries1 banana1/2 avocado2 scoops plant protein powder1/3 cup rolled oats1 tsp chia seeds1 tsp cacao powder1 ts
276、p turmeric powder1 tbsp olive oil1 tbsp almond butterStep 1|Throw all the ingredients in a blender cup with water.Step 2|Blend and enjoy!Social Media Account Supervisor FERENC KOSZORUS chats about social media strategy while whipping up a Power Breakfast Smoothie.Food for ThoughtWATCH at calculated
277、as average post engagement,divided by the number of followers an organization has,times 1,000.Meant to represent activity relative to the size of an organizations following.90Quick BitesThe majority of nonprofit website traffic came from users on mobile devices(including both phones and tablets).Mob
278、ile users represented 57%of all visits,with 43%of traffic from users on desktop devices.Users on desktop devices made up the majority of donation transactions(64%)and revenue(75%).The average gift made on desktop devices was$194;for mobile users,the average gift was$94.91SOCIAL MEDIAThe design of th
279、is collage was inspired by multi-dimensional shoe-box dioramas,so theres a mix of black and white and color photography to create depth.Thematically,harvest is such an important part of the food process and farms are complex environments.So many things need to happen for a good harvest to take place
280、.Organic traffic(website traffic generated by unpaid search results)comprised 38%of all nonprofit website visits in 2022.Overall,0.23%of organic website visitors made a donation,generating an average of$0.77 per visitor.92At the other end of the spectrum is the Cheesecake Factory approach:a phone-bo
281、ok sized tome featuring every kind of cuisine imaginable,and some that are better left unimagined.The menu of options on nonprofit websites typically falls in between aiming for clear navigation while emphasizing certain choices.You can donate,take action,explore issues,make a gift,buy tickets,DONAT
282、E,volunteer,discover re-sources,search job openings,become a monthly donor,ask a question,donate.A core challenge is optimizing the webpage so that visitors can easily find what they are hungry for,and so that nonprof-its can draw attention to those site elements they most want to prioritize.To do t
283、hat,it helps to know where visitors are coming from,and how they are experiencing the site.The average nonprofit website saw 38%of its visitors arrive via organic search results.In this context,“organic”means the user entered a search term and clicked on a result that was not a paid ad.At the high e
284、nd,organic traffic accounted for nearly half of all visits to websites for Cultural and Public Media nonprofits.For Cultural nonprofits,this may be due to users who are able to search for specific and relevant terms;if you Google the name of your local science museum,theres an excellent chance that
285、the top results will lead you right there.Public Media may benefit from this sort of thing as well,for users who search for their local stations call sign but they also generate visits through reporting,news updates,interviews,perfor-mances,and other content.This range only scratches the surface of
286、the possi-ble motivations that drive#6 SNACK+DATA PAIRING RECOMMENDED BY BENCHMARKS PARTICIPANTS:Cheez-ItsWEBSITE PERFORMANCEMenu design is all about antic-ipating what a diner might want,and balanc-ing that against what a restau-rant wants to serve.At one extreme you have the prix fixe menu,or bett
287、er yet,omakase absolving the consumer of making difficult decisions,trust-ing in the chef to know whats best.9293Website Performanceorganic traffic,and it shows how variable the relation-ship between a visitor and nonprofit can be.Theres a big difference between someone searching for their local pub
288、lic media station because they were reminded to donate during the pledge drive on their morning com-mute,and someone who happened to click on a link to a news article.On average,just 0.23%of organic visitors make a donation,generating an aver-age of$0.77 per visitor.Of those visitors who make it to
289、a websites main donation page,19%complete a gift.94WEBSITE PERFORMANCE95Given the large volume of traffic,and the small per-centage of visitors who donate,there is significant potential for nonprofits to increase revenue by improv-ing the conversion rate of site visitors.Some of this work is done by
290、 optimizing the site as a whole how visitors are encouraged to make a gift.And some of it happens on the donation page itself the images,copy,case for giving,user flow,and other elements.We asked Benchmarks par-ticipants which payment plat-forms they accept(beyond the standard credit card op-tions,a
291、nd the non-standard-but-very-cool giant suitcase full of solid gold bars).The most popular alternative was PayPal,with 74%of partici-pants accepting payments through that platform.Other tools including Apple Pay,Google Pay,and Venmo have not been adopted as widely.At least,not yet.Many of these tool
292、s are intended to make trans-actions easier for users on Percentage of nonprofits accepting payment types on main donation pagetheir mobile devices and that is(or should be)an ur-gent priority for nonprofits.In 2022,users on mobile de-vices(including both phones and tablets)accounted for 57%of nonpr
293、ofit website traffic.However,these visits generated just 36%of dona-tion transactions and 25%of revenue.Which is to say:mobile users are less likely to give than desktop users,and when they do donate,the average gift size is signifi-cantly lower.In previous Benchmarks reports,we also broke out table
294、t,but this year we have combined mobile&tablet users.9496WEBSITE PERFORMANCE9697We know that the majority of website visitors,regard-less of how they arrive on the site or what device they are using,will not make a donation.That doesnt mean that their engagement is not valuable,either for them-selve
295、s or the nonprofit.But for nonprofits who can find ways to increase con-version rates among organic visitors and especially that portion of visitors using mobile devices a poten-tial feast awaits.Website revenue per visitor from organic sourcesPercent of organic website visitors who make a donation9
296、8Participants99PARTICIPANTSWhy does chocolate in the shape of a pine tree,a robins egg,or a heart taste better than chocolate in the shape of a square?Theres joy in the things that are familiar and dually novel to us.Like m&ms in popcorn,lavender in ice coffee,or goat cheese in ice cream.Thank you!T
297、hank you!PARTICIPANTS100PARTICIPANTS101102PARTICIPANTSPARTICIPANTS103Cultural American Museum of Natural HistoryArt FundArts Alliance IllinoisCalifornia Academy of SciencesCentral Park ConservancyMonterey Bay Aquarium Museum of ScienceNational Trust for Historic PreservationDisaster/International Ai
298、d Action Against Hunger USAAmerican Red CrossAneraBritish Red CrossCanadian Red CrossChristian AidCMMB-Healthier Lives WorldwideHealth Equity InternationalHIASHope and Homes for ChildrenInternational Development Research Centre(IDRC)International Justice MissionInternational Rescue CommitteeIslamic
299、Relief UKMAG(Mines Advisory Group)Mercy CorpsOxfam AmericaOxfam GBPhilip Hayden FoundationRight To PlaySave the ChildrenSave the Children UKSightsaversThe Leprosy MissionUK for UNHCRUSA for UNHCRWomen for Women International UKWorld Food Program USAWorld Vision UK EnvironmentalAlliance for the Great
300、 LakesClientEarthColorado Headwaters Land TrustConservation Law FoundationDavid Suzuki FoundationEcojustice CanadaFood&Water WatchFriends of the EarthGreenpeace CanadaGreenpeace USAIzaak Walton League of AmericaLeague of Conservation VotersMono Lake CommitteeMystic River Watershed AssociationNationa
301、l Audubon SocietyNational Geographic SocietyNatural Resources Council of MaineNatural Resources Defense CouncilNature Conservancy of CanadaNRDC Action FundOceanaOverton Park ConservancyPuget SoundkeeperRails-to-Trails ConservancyRainforest TrustRareRiverkeeperSierra ClubThe Trust for Public LandThe
302、Wilderness SocietyThe Wilderness Society Action FundUnion of Concerned ScientistsWashington Trails AssociationWildlife Conservation SocietyWorld Wildlife FundWyoming Outdoor CouncilHealthAction on Smoking and HealthAlzheimers AssociationAmerican Heart AssociationAmerican Lung AssociationAtlanta Rona
303、ld McDonald House CharitiesBC Cancer FoundationBlood Cancer UK Blood:WaterChildrens Hospice South WestChildrens Hospital Los AngelesColorectal Cancer AllianceDementia UKEvelina London Childrens CharityFoundation Fighting BlindnessFountain HouseGreat Ormond Street Hospital Childrens CharityGuys&St Th
304、omas CharityGuys Cancer CharityJDRFKidney Research UKLangley Memorial Hospital FoundationMaggiesMarch of DimesMarie CurieMuscular Dystrophy AssociationProject Open HandReSurge InternationalRonald McDonald House Charities of Chicagoland&Northwest IndianaSamaritansSan Francisco AIDS FoundationSandsSen
305、seSmile Train UKSpecial Olympics Teenage Cancer TrustThe Eve Appeal ParticipantsThank you!104PARTICIPANTSPARTICIPANTSNational Womens Law CenterPathfinder InternationalPlanned Parenthood Action FundPlanned Parenthood Federation of AmericaRAICESRefugeReprieveStand Up AmericaTrans Empowerment ProjectWi
306、ldlife/Animal WelfareAnimal PlaceAnimals Asia UKASPCABC SPCADogs TrustHumane Society InternationalIFAW UKInternational Fund for Animal WelfareNational Wildlife FederationOperation KindnessPeople for the Ethical Treatment of AnimalsRedRoverRise for AnimalsThe BrookeThe Humane Society of the United St
307、atesThe International Wildlife Rehabilitation CouncilWorld Animal ProtectionThank you!Thank you!Hunger/PovertyAkron-Canton Regional FoodbankAll Faiths Food BankCare and Share Food BankCentrepoint Child Poverty Action GroupCommunity Food Bank of New JerseyFeeding AmericaFeeding South DakotaFood Bank
308、of Eastern MichiganFood Bank of Northeast LouisianaFood Bank of the RockiesFood Finders Food BankGods Pantry Food Bank,Inc.Golden State OpportunityGood Shepherd Food BankGreat Plains Food BankGreater Chicago Food DepositoryGreater Cleveland Food BankGreater Lansing Food BankGreater Pittsburgh Commun
309、ity Food BankMaryland Food BankOregon Food BankPhilabundanceRegional Food Bank of OklahomaSan Antonio Food BankSecond Harvest Food Bank of Middle TennesseeSecond Harvest Food Bank of Northeast TennesseeShare Our StrengthShelterThe Food Bank of Central Louisiana The Food Bank of Contra Costa and Sola
310、noUnion Gospel Mission(Vancouver)Public MediaKAWCKNKXKPBS Public MediaKQEDLouisville Public MediaNebraska Public MediaWETAWNETRightsAdvancement ProjectAmerican Civil Liberties UnionAmnesty International UKAmnesty International USAEquality FederationFs FeministaFreedom from TortureGLBTQ Legal Advocat
311、es&Defenders(GLAD)Global Fund for WomenHuman Rights CampaignKids in Need of Defense(KIND)LibertyNational Network to End Domestic Violence(NNEDV)105OtherAfterschool for Children and Teens Now (ACT Now)CoalitionAmerican Friends Service CommitteeBoys&Girls Clubs of AmericaChildrens SocietyCommunication
312、s Workers of AmericaDave Thomas Foundation for AdoptionDigital Moment(formerly Kids Code Jeunesse)EdReportsEmbarcFriends Committee on National LegislationGuide Dogs for the BlindHelp for HeroesIndspireMoveOnNational Deaf Childrens SocietyNon-Profit Housing Association of Northern CaliforniaPeople Fo
313、r the American WayProject On Government OversightRoom to ReadThe Salvation ArmyTrue Patriot Love FoundationUJA Federation of New YorkWalking With The WoundedWashington STEMWin Without War106GLOSSARY107Advocacy Message An email or SMS message that asks recipients to sign an online petition,send an em
314、ail to a decision-maker,or take a similar online ac-tion.For the purposes of this Study,advocacy email does not include higher-bar actions like making a phone call or attending an event,largely because tracking offline response is inconsistent across organizations.Advocacy email rates were calculate
315、d from advocacy emails with a simple action sent to either the full file or a random sample of the full file.BiscuitsHi,UK friends!See:COOKIES.Click-Through RateCalculated as the number of people who clicked on any trackable link in an email or text message divided by the number of de-livered emails
316、 or text messages.People who clicked multiple times in one email were only counted once.In other words,if a subscriber clicked on every link in a message 10 times,this was counted the same as if the subscriber had clicked once on a single link.CookiesA chunk of data placed on a users comput-er by a
317、web browser,which can be used to authenticate,track,or customize the users experience.Chrome,Safari,and other browsers have recently made changes to limit tracking cookies,which can make it more difficult for nonprofits to target users based on their browsing history.This change is described as cook
318、ies being“dep-recated,”and is similar to the experience of when you reach into the jar for a snick-erdoodle and all thats left is a scattering of stale crumbs.You might say that tracking cookies.have crumbled.Deliverable Emails Only the emails that were delivered,not including the emails that are co
319、nsidered in-active or emails that were sent and bounced.“Delivered”email messages may land in a users inbox,spam folder,promotions tab,or custom folder.Device Type,Desktop We use the definitions provided by Google Analytics to separate traffic data by device type.The“desktop”category includes any de
320、sktop or laptop computer with a screen larger than 7”in diagonal.Device Type,Mobile We use the definitions provided by Google Analytics to separate traffic data by device type.Mobile devices are hand-held devices that include a phone or a tablet.Digital Organizing Recruiting,engaging and organizing
321、members,activists,and/or volunteers toward advocacy outcomes.Fans,Facebook People who“like”a nonprofits Facebook Fan page.Followers,Instagram People who subscribe to see posts from a nonprofits Instagram account.Followers,TikTok People who follow a nonprofits TikTok account.Followers,Twitter People
322、who subscribe to receive the tweets from a nonprofits Twitter account.Full FileAll of an organizations deliverable email addresses,not including unsubscribed email addresses or email addresses to which an organization no longer sends email messages.Fundraising Message An email or SMS message that on
323、ly asks for a donation,as opposed to an email newsletter,which might ask for a donation and include other links.For the purposes of this Study,fundraising email only includes one-time donation asks;it does not include monthly gift asks.Fundraising email rates were calcu-lated from all fundraising em
324、ails,regardless of whether the email went to the full file,Glossarya random sample of the file,or a targeted portion of the file.Google GrantsA distinct Google Ads account where non-profits can buy up to$10,000/mo in search ads using free credits.Subject to restrictions(such as caps on certain biddi
325、ng strategies):think of it as a giant coupon with a lot of fine print!InfluencersSocial media influencers are people who have an established presence on one or more social media platforms,with a reputation for being knowledgeable about a certain topic.Influencers regularly post content around that t
326、opic for their established,engaged follower base.These audiences,ranging from thousands to millions,follow influencers for their authentic views on their area of expertise.List ChurnCalculated as the number of subscribers who became unreachable in a 12-month period divided by the sum of the number o
327、f deliverable email addresses at the end of that period plus the number of subscribers who became unreachable during that period.Study participants were required to track the number of subscribers who became unreachable each month to account for subscribers both joining and leaving an email list dur
328、ing the 12-month period who would otherwise go uncounted.Glossary108Monthly GiftA donation where the donor signs up once to donate on a regular schedule,typically by pledging a regular gift amount on a credit card each month.Also known as a sustaining gift.Newsletter,Email An email with multiple lin
329、ks or asks,which can include fundraising or advocacy asks.Email newsletter rates were calculated from all email newsletters,regardless of whether the newsletter went to the full file,a random sample of the file,or a targeted portion of the file.Newtons Not cookies they are fruit and cake.See also:CO
330、OKIES.Online Retention,New Donor Of the donors that made their first-ever online gift in the previous calendar year,the percent that made an online gift in the current calendar year.Note that we count someone as“new”in 2022 if they have no online donations reported between the start of 2018 and the
331、end of 2021.Online Retention,Prior Donor Of the donors that made an online gift in the previous calendar year that wasnt their first online gift,the percent that made an online gift in the current calendar year.Open RateCalculated as the number of HTML email messages opened divided by the number of
332、delivered emails.Email messages that bounce are not included.In 2021,Apple made changes to how opens can be tracked on its devices,effectively breaking open tracking in many systems.As a result were no longer re-porting out a Benchmark open rate(sorry!).Organic“Organic Traffic”includes website visit
333、s generated by unpaid search results.“Organic Produce”is food that has been certified as abiding by certain government restrictions,typically meaning it is free of additives,GMO crops,or synthetic pesticides.“Organ?Ick!”is how some people respond when present-ed with haggis,menudo,or chitterlings.They simply cant stomach it!These same people also tend to misspell“offal,”instead writing“awful.”They