CONVIO ONLINE MARKETING NONPROFIT

BENCHMARK INDEX™ STUDY :ACTION FOR HEALTHY KIDS CONVIO MARKETING

COMPARATIVE STUDY

SEPTEMBER 10, 2012

Convio Online Marketing Nonprofit Benchmark Index Study Highlights

Published: April 2012Introduction: The Convio Online Marketing Nonprofit Benchmark Index

Study allows nonprofit professionals to answer the following questions:

• How much should my organization be raising online?

• What level of engagement and response should I expect from my email file?

• How well is my monthly giving program? This study analyzes organizations from both the United States and Canada, of all differ-ent sizes and across most major nonprofit verticals.

Key Findings

• The impact of online fundraising continues with the median growth rate at 15.8%.

• The increase in number of gifts was the primary driver of revenue growth.

• The median donation size increased to $93.67 a 2% increase from 2010.

• Online giving continues to grow faster for smaller organizations.

• First time online gifts represented 37% of total median online revenue at $136,625 to a total $366, 572

• The average online monthly gift amount was $31.96

• The percentage of online advocates also making an online donation grew from 6.4% in 2010 to 11.9% in 2011.

• Website traffic registration rates continue to decline for a third year.

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Total Email File Size

Chart 1 shows the Convio Benchmark Index Study reporting of an email median file size of 47,794. Action For Healthy Kids falls under the median with a difference of 7,259.

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Total Usable Email File Size

Chart 2 shows “Usable” as described as those emails that are still subscribed and current. Action For Healthy Kids has 27,770 useable emails. The Convio Benchmark Median is

25,673. Action For Healthy Kids has 2,097 more useable emails than the median.

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Unique Visitors By Month

Chart 3 shows Monthly Unique Website Visitors. In 2011 the average amount of unique visitors to Action For Healthy Kids is 12,077. That is compared to the Convio Benchmark

median of 6,558 visitors. That is a difference of 5,519.

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Average Online Gift

Chart 4 shows the average online gift for Action For Healthy Kids at $92.83. That is 0.84 cents lower from the Convio median of $93.67.

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MailChimp Email Marketing Benchmark StudyLast Updated: December 15, 2011

Average Email Open Rate

Chart 5 shows the average email open rate for Action For Healthy Kids is 16.6%. That is 3.83% lower than the Mail Chimp Benchmark Median.

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Average Click-Through Rate

Chart 6 shows Action For Healthy Kids average click-through rate at 3.7%. This is 0.16% higher than the Mailchimp Benchmark Nonprofit Median of 3.54%

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