Every year M+R Strategies releases its Nonprofit Benchmarks Study and for the first time they’ve included text messaging and patch-through calling data in their findings thanks to their partnership with Upland Mobile Commons.
Here are some of the topline findings:
While mobile lists tend to be much smaller than email lists (on average, nonprofits had 63 mobile subscribers per 1,000 email subscribers), but mobile subscribers engage at higher rates on average.
- Mobile lists grew by an average of 14% in 2018.
- Fundraising text messages have an average click-through rate of 13% (Emails have 0.44% CTR)
- Advocacy text messages have an average click-through rate of 15% (Emails have 2.4% CTR)
- Phone call action response rates are 4.1%. So text messages successfully drove phone calls at more than twice the rate that email advocacy messages drove traditional web-based actions.
Lastly, In 2018, users on mobile devices accounted for 48% of all traffic to nonprofit websites. Remember everyone is on mobile. They are going to your website, checking emails sent by you and responding to messages on their mobile phones. Make sure your emails and websites are mobile responsive!