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Not-for-profit and Charity digital marketing statistics

Author's avatar By Dave Chaffey 12 Feb, 2018
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Chart of the Day: A survey of the effectiveness of organic and paid activities for charities including benchmarks for paid media, social media, and email marketing

This isn't brand new research, but since I know we have a fair few members who manage digital marketing for not-for-profits and charities I thought I would share it since I'm unaware of similar benchmarks in the UK. It's always useful to compare effectiveness and response of media with others in your sector and country. In this case, it's a really good report based on survey response from charities based in the US, but I think it's of wider interest.

There is a great deal of analysis in this report in individual graphs for each channel and for website conversion, but here we'll just cover the summary.

You can see that there is a useful analysis of fundraising which has a comparison based on donations per thousand visitors. This is similar to the revenue per visit figure you will see in analytics when you have Google Analytics Ecommerce tracking set up. Here you' have to divide by 1,000.

There is also an interesting comparison of the number of Facebook fans, Instagram and Twitter followers relative to the number of email subscribers which gives a nice way to benchmark success in attracting social media advocates.

Finally, investment in paid media is compared. Surprisingly spend on display is higher than social media and search which I wouldn't have expected.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

This blog post has been tagged with:

Charity digital marketingNot-for-profit digital marketing

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