# Mobile usage among young donors grows as online revenue rises

- Link: https://fundraising.co.uk/2016/04/27/mobile-usage-among-young-donors-grows-online-revenue-rises/
- Published: 2016-04-27T10:40:05+01:00
- Author: Melanie May

**Online revenue for nonprofits is growing as charities and supporters increasingly
interact via online and mobile channels, according to [M+R](http://www.mrss.com/)’
s latest [Benchmark X](http://mrbenchmarks.com/) study.**

The results show that nonprofits are investing heavily in digital advertising: those
in the study spent an average of $0.04 for every dollar raised online in 2015. Online
revenue was up 19% in 2015, while email revenue saw a 25% increase with email giving
accounting for 29% of all online revenue last year.

Nonprofits are also communicating increasingly with supporters online, sending the
average subscriber 49 email messages in 2015, including 19 fundraising appeals, 
They also posted 1.3 times a day on Facebook, and tweeted 3.8 times a day last year.

## Advertisement

For every 1,000 email subscribers, nonprofits have 355 Facebook fans, 132 Twitter
followers, and 19 Instagram followers. This represents an average of 29% growth 
of support on Facebook and a 25% growth of support on Twitter over a 12-month period
for the nonprofits in the study.

 

 [⌊M+R Benchmark X⌉](https://wfay6x.infiniteuploads.cloud/2016/04/rsz_bench2016_infographic_final_vertical-150dpi-1.png)

 

However, while nonprofits received $44 in donations for every 1,000 fundraising 
messages sent, email open rates, click-through rates, and response rates all declined.
The findings reveal that younger generations are increasing connecting with the 
causes they are interested in via their mobiles. Overall, 13% of the $481 million
in online donations raised by leading organisations in 2015 were made from mobile
devices.

The study also looked at churn. By the end of 2015, groups in the study had lost
an average of 11.8% of the subscribers they had on January 1, with 6.2% due to unsubscribes,
and 5.6% from hard bounces. However, overall, churn is down. For the organisations
that tracked list changes in 2014 and 2015, churn rates were down by more than 75%
year-over-year.

The study is M+R’s tenth in-depth report with [Nonprofit Technology Network](http://www.nten.org/)(
NTEN) on nonprofit online fundraising, advocacy, and marketing. 105 nonprofits participated,
including Planned Parenthood, Oxfam America, GLAD, and U.S. Fund for UNICEF. The
study analyses the results of more than 2.8 billion email messages sent to over 
69 million list subscribers; more than $481 million of online donations from over
13.1 million online gifts; and 8.2 million advocacy actions.

M+R is offering nonprofits the opportunity to analyse their own results and compare
them to the industry figures with its free Benchmarks Yourself tool at [www.mrbenchmarks.com](http://www.mrbenchmarks.com).

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