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• Email messaging drove 28% of all online revenue in 2017.
• 68% of donors worldwide most trust websites & email addresses that use the .org domain extension.
• The Public Media sector received the lowest share of revenue from email (10%), while 57% of online revenue for Wildlife/Animal Welfare nonprofits was driven by email.
• Email list size increased in 2017, but at a slower rate than previous years.
• In 2015, lists grew by 15%; in 2016, by 14%; in 2017, by 11%.
• Public Media nonprofits saw 41% growth in list size in 2017, while International was the only sector to experience a decline (a change of -8%).
• For every 1,000 fundraising emails a nonprofit sends, it will raise an average of $17.
• Nonprofits sent an average of 66 email messages per subscriber in 2017, marking an 11% increase in volume from 2016.
• The largest category of email messages was fundraising (25 emails per year per subscriber).
• Environmental nonprofits sent an average of 89 emails per subscriber, the most of any sector; the Health sector had the lowest volume, with 38.
• Advocacy email response rate declined by 9% in 2017, to 2.2%.
• Small drops were reported for open rate (down 1% to 15%), click-through rate (down 1% to 2.5%), and page completion rate (down 4%, to 76%). The unsubscribe rate fell to 0.12%, 13% lower than in the previous year.
• Fundraising email response rate declined by 6% in 2017, to 0.06%.
• As with advocacy messages, small drops were reported for open rate (down 1% to 15%), click-through rate (down 6% to 0.42%), and page completion rate (down 6%, to 16%). The unsubscribe rate fell to 0.18%, 3% lower than in the previous year.
• Walk/run/cycling event fundraisers who send more than 15 emails raise 76% more than non-email senders.
• 79% of fundraising emails do not personalize their 鈥淭o鈥� line with a first and last name.

• It can take up to 18-20 touchpoints to reach a customer for the first time.
• 90% visit website first before calling.
• 96% leave without making a purchase.
• Direct mail with digital ads yields 28% higher conversion rate.
• Marketing campaigns that used direct mail and 1 or more digital media experienced 118% lift in response rate compared to using direct mail only.
• Website visitors who are retargeted are 70% more likely to convert.
• 26% of customers will return to a site through retargeting.

• The volume of direct mail went down to 149.4 billion听in 2016, but direct mail as a percentage of all mail went up.
• Direct mail response rates in 2016 were 5.3% for house file and 2.9% for prospect lists.
• At 6.6%, oversized envelopes have the greatest household response rates over other mediums (followed by postcards at 5.7% and letter-sized envelopes at 4.3%).
• At 37%, oversized envelopes have the greatest household return on investment over other mediums (followed by postcards and letter-sized envelopes at 29%).
• The top response rate tracking methods are online tracking such as PURLs (61%), call center or telephone (53%), and code or coupon (42%).
• For every $167 spent of direct mail in the US, marketers sell $2095 in goods.
• Adding a person鈥檚 name and full color in the direct mail can increase response by 135%.
• Adding a person鈥檚 name, full color and more sophisticated database information can increase the response rate by up to 500% vs not doing any of these things.
• Targeting customers on a 1:1 level increases response rates up to 50% or more.
• 40% of a direct marketing campaign鈥檚 success is in the data.
• 73% of firms aspire to be data-driven but only 29% of firms succeed at turning data into action.
• 13% of emails are opened and read within five minutes.
• 17% of people who send their support from email are doing so on a mobile device.
• The open rate for nonprofit emails specifically is between 15% and 18% on average.
• Emails with social sharing options increase click-through rates by 158

Read the full list of听charitable giving statistics

• Corporate Giving
• Church Giving
• Online Crowdfunding
• Giving By Demographics
• Email & Direct Mail
• Online Fundraising
• Giving Tuesday
• Mobile Giving
• Social Media
• Volunteering Statistics