Online software provider Convio has released its Online Marketing Non-Profit Benchmark Study discovering online contributions increased 27% during the period. Convio based the study on online donations, email addresses, Web traffic and Web site listings for 30 clients from July 2005 to June 2006. Convio Founder and Chief Strategy Officer Vinay Bhagat help online marketing plans see what areas need development.
“Our benchmarking study provides non-profit professionals with a framework to help refine their Internet tactics, allocate resources more efficiently and improve overall effectiveness of their online marketing initiatives.”
During the study, Convio categorized non-profit organizations into small, medium, and large. The Convio database calculated the total number of email records to determine email file size. Non-profit organizations with more than 100,000 email addresses established around two to three times more online contributions than those with a smaller quantity of addresses. The study showed a growth of 47% in email addresses. Companies with the most email addresses noticed the most monthly traffic to their pages. The study also demonstrated a 30% growth of visitors per month to non-profit organizations.