We love email. If you’re like most of the nonprofit organizations that we work with, your email list has been an important source of community, action and donations. It’s part of the heart and soul of your organization. In numbers: it’s still has the best ROI of any digital communications tool – almost a $40 return per $1 spent in 2012. But decreasing response rates threaten that connection and efficacy. According to the 2013 eBenchmark Report, 2012 saw a 21% decrease in response rate on fundraisers, 8% on advocacy emails. List churn is another 20% per year on average.
"Being data-driven at an association/nonprofit is a lot harder than it is at a for-profit company. Web analytics is basically an even playing field because Google analytics is free, as are other web stats tools. You can compile robust web analytics relatively easily, all in one platform, for free. Not the case for social media. At all."
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