...but website conversion rates stay well below 1%.
In an article posted today on the popular eMarketer website, the headline focuses on the fact that for some fundraising organizations the number of donations are getting close to 'tipping' into a reality in which most donations come online, rather than offline.
Though the article notes that email response rates are declining, it pointed out that 1 out of every 3 online donations come from email. In contrast, though social media audiences are growing, they don't result in similar rates of online donations.
In fact many fundraising organizations are realizing that what used to be "free Facebook" is quickly turning into "paid Facebook" in order to reach similar audiences to last year's levels.
Finally, and what we consider to be most importantly, the article notes that site donation conversion rates averaged 0.69%. In our lingo this is the "donation funnel rate".
Here's to improving the size, and conversion rate, of all our donation funnels!
The full article can be found at: http://www.emarketer.com/m/Article/Online-Donations-Jump-Nonprofits/1010897/3