Verticals that showed strong sustainer revenue growth tended to have the healthiest overall rate of revenue growth.
In the Vertical Trends section, we look only at the year-over-year (YOY) movement in important benchmarks. We line up performance of one vertical (a group of similar nonprofits) next to results for the overall nonprofit industry.
Additional Vertical Benchmarks represent the actual figures (not a percent change). We included some we thought were most useful. You can see more vertical measurements in the benchmark tables throughout the rest of this report.
Organizations received 24.17% of their total fundraising revenue from sustainer gifts. Organizations in the Animal Welfare vertical generally focus on the protection and well-being of companion animals. Many organizations saw a strong online revenue growth in response to the catastrophic hurricanes and wildfires that occurred during the period of this study.
Animal Welfare organizations’ email files grew by 10.34% in 2018, the third highest rate of growth among verticals in this study. Approximately 18.5% of the people in Animal Welfare email lists donated last year, on trend with the industry median. Repeat and sustaining giving continue to be strong in this vertical. Organizations received 24.17% of their total fundraising revenue from sustainer gifts, ranking third largest of our data set (compared to 10.87% for the industry overall). Sustainer revenue grew by 15.7% in fiscal year (FY) 2018.
REVENUE
This Vertical
Industry
Total Online Revenue (YOY% Change)
7.44%
9.10%
Revenue per Usable Email
$11.82
$14.23
Percent of Housefile that Donates
18.47%
18.42%
SUSTAINERS
Sustainer Revenue (YOY% Change)
15.70%
18.37%
Sustainer Revenue as a % of Total
24.17%
10.87%
Revenue per email address is below the median ($11.82 vs. $14.23). However, we see more of a focus in this vertical on building a strong, loyal supporter base that gives more often, if smaller, gifts. This is reflected in the strong sustainer performance. Animal Welfare organizations sent 10.70% more emails and saw a dramatic decrease in open and click rates; however, email conversion rates remained unchanged. Organizations within this sector tend to send a lot of email; thoughtful strategy to create more differentiated content aimed at specific audience segments could help with engagement rates.
EMAIL ENGAGEMENT TRENDS (YOY% Change)
Email Housefile
10.34%
7.11%
Number of Emails Sent
10.70%
4.45%
Number of Fundraising Emails Sent
-0.58%
Fundraising Email Open Rate
-14.03%
-7.06%
Fundraising Email Click Rate
-10.96%
4.35%
Fundraising Email Conversion Rate
0%
Arts, Culture, and Humanities showed the most rapid growth in online fundraising—19.26% over last year, outpacing the industry median of 9.10%. In this vertical, we find foundations to support museums, libraries, centers for the arts, historical preservation societies, zoos, parks, and gardens. Larger arts and cultural organizations have a broader, often national fundraising footprint. Smaller organizations draw on the local or regional community for their support. Compared to some of the other segments represented in this report, Arts, Culture, and Humanities organizations are relatively new to complex digital engagement strategies. Given this stature as relative newcomers, this vertical posted a solid performance.
Across the study, Arts, Culture, and Humanities showed the most rapid growth in online fundraising—19.26% over last year, outpacing the industry median of 9.10%. While “give monthly” hasn’t been a traditional call to action for this sector, it’s gaining traction—rapidly. Sustainer donations represent 15.42% of annual fundraising revenue for Arts, Culture, and Humanities organizations, compared to 10.87% of revenue for the industry. Sustainer giving showed strong gains, with 22.91% revenue growth this past year compared to the industry median of 18.37%.
19.26%
$9.63
10.04%
22.91%
15.42%
Email messaging seemed on point in 2018. Organizations sent a whopping 42.03% more fundraising emails last year, yet saw click rates grow and conversion rates remain steady. Email lists grew at a rate of 8.29%, slightly faster than the industry average of 7.11%. Arts, Culture, and Humanities organizations have room to grow when it comes to members of their housefile who donate, with 10.04% of lists donating, compared to an industry median of 18.42%.
8.29%
42.03%
-7.39%
9.80%