Nonprofits have never had a more powerful fundraising tool than they now have in email, but there's a growing concern that they might be ignoring one of the most important metrics for a successful online fundraising program.
Last week, EveryAction released The 2015 Nonprofit Email Deliverability Study, an exploration into how much spam is actually hurting your online fundraising.
The report details how + why nonprofit fundraising emails end up in spam folders, looks at how much damage spam can do on fundraising days like #GivingTuesday, and outlines next-steps to improving your spam rate.
Our email deliverability specialist, Brett Schenker took a look at data from email programs at over 50 of the nation's leading nonprofits to determine the benchmarks for successfully engaging audiences + soliciting donations through email.
What we found was pretty shocking.
That's right. Despite all of the time nonprofit marketers spend on cultivating email lists, crafting messaging, testing, and analyzing open + click rates, it turns out that organizations are losing thousands of dollars every year because of emails landing in spam folders.
I bet you're thinking to yourself, "Well, my organization certainly doesn't lose that much! Our emails aren't spam!"
When you consider the average rate at which nonprofit emails end up in junk folders (over 12 percent) and that, for each percentage of their emails sent to spam, nonprofits lose $1,204 on average, you're probably losing a lot more than you can afford.
So are we suggesting you stop sending emails? Hardly - online fundraising is a huge money-maker for nonprofits!
We do suggest, however, that your organization take a good look at your email metrics and employ some of the tips our experts have offered to lower your spam rate - it could actually make you money!