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New Email Study Reveals Nonprofit Spam Rates Soared in 2016

Marcella Vitulli

The state of nonprofit fundraising is undeniably digital, but aside from opens and clicks, do you really understand what's happening to your emails?

Today, EveryAction releases the highly-anticipated 2017 Nonprofit Email Deliverability Study, an exploration into how much spam is impacting online fundraising programs.

The annual report details how and why nonprofit fundraising emails end up in spam folders, calculates the damage spam can do on giving days like #GivingTuesday and during end-of-year (EOY) fundraising, and offers actionable advice for improving your deliverability rates.

EveryAction's own Email Deliverability Specialist examined email data from over 50 national nonprofits and measured them against the latest benchmarks - what he found will surprise you.

Download the Nonprofit Email Deliverability Study

Spam is still a massive problem for fundraisers.

Based on the latest benchmark figures from M+R, our study found that over 18 percent of nonprofit fundraising emails ended up in junk folders in 2016. 


It gets worse: #GivingTuesday and EOY 

In 2016, the average amount of nonprofit emails that went to spam on #GivingTuesday jumped to 36 percent, seriously hindering campaigns on the biggest giving day of the year.

In the last week of the year, just as EOY pushes reach their peak, spam rates doubled from 2015.


The cost in potential fundraising revenue?

The average organization could be leaving up to approximately $24,500 on the table annually, simply because its fundraising emails never landed in an inbox. 

Want to learn how to improve your deliverability rates?
Download the 2017 Nonprofit Email Deliverability Guide and register for our webinar on May 31 - we'll be reviewing the findings and our expert will be answering your deliverability questions. Don't miss out!


RSVP for the Deliverability Study Webinar

Topics: email, deliverability, data