How do nonprofit PR pros communicate with donors?

For nonprofits, there is perhaps no more critical communication than messages sent to donors. They (and their money) are the lifeblood of any altruistic organization.

So, how are PR pros connecting with philanthropists?

The main avenues are web, email, social media and newsletters. The most effective among these mediums varies by sector and audience, but these statistics show how successful fundraising efforts are on each platform:

The median conversion rate for snagging donations through websites is just above 2 percent.

Nonprofit communicators see email-open rates between 14-25 percent. Between 1.6 and 2.88 percent of those who opened the email click through.

Nonprofit organizations average 285 Facebook followers and 112 Twitter followers per 1,000 email subscribers.

Newletters receive an open rate of roughly 11 percent, but a paltry click-through rate of just 1 percent.

WEBCAST: Learn to put your audience's needs at the center of your visual storytelling with this infographics webcast led by Karl Gude, formerly of Newsweek.

It seems that most nonprofit communicators still rely on email as their primary channel, though many are turning to social media to engage with current and potential donors. Instagram is especially growing among this group of altruistic PR pros.

Get more statistics and insights from the Classy.org infographic below:

 

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