Nonprofit Online Marketing Benchmarks and Best Practices

“We saw a real growth in advocacy. People who are advocates are much more likely to be donors,” McCarthy says.

• E-mail files continued to grow strongly. The median total e-mail file grew 22 percent to 48,700 constituents.

“People still engage with e-mail. For years people would say, ‘Direct mail is dead. Nobody reads direct mail. They just read the P.S.’ But people continue to give to direct mail. E-mail that’s relevant and engaging works for people,” McCarthy says.