M+R Benchmarks: Online metrics for nonprofits. Now that you’ve made it through all the numbers and analysis, it’s time for the real headline act: the wonky details on how we arrived at all those numbers and analysis.

The 2. 01. 7 M+R Benchmarks Study is a chorus of 1. Facebook, Twitter, Instagram, and more for the calendar year of 2. We analyzed the results of almost 3. The average given for a metric is the median. To calculate the metrics reported in this Study, we first calculated a metric for each nonprofit and then calculated the median across nonprofits, so that no single group had more weight than any other. Each data point and average reported aggregates data from at least 3 Study participants.

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Not all Study participants reported data for every metric. Study participants provided data about individual email messages sent in 2. They coded their individual email messages by type (advocacy, fundraising, newsletter, or other). Advocacy rates were calculated from email with a simple online advocacy action sent to the full file or a random sample of the full file.

Fundraising rates were calculated from one- time giving messages. Newsletter rates were calculated from all newsletter emails. Calculating list churn for a year requires data snapshots at regular intervals over the course of the year. Looking at list size and new or lost email addresses only at the beginning and end of the year may not account for subscribers who join during the year and then unsubscribe or become undeliverable before the year ends. Study participants tracked the number of subscribers who became undeliverable each month to contribute to the list churn metric; 4.

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Study participants met this standard. Watch Trophy (2017) Hd on this page. We want to emphasize that this Benchmarks Study represents, as Whitney would say, one moment in time. Our merry band of participating nonprofits varies from year to year, which means we cannot confidently compare findings in different years by placing two Studies side by side. At any point in this Study where we refer to results from past years, we are using historical data provided by this year’s participants to make the comparison. Email list size groups were determined by looking at the deliverable email list size at the end of 2.

Small – Under 1. 00,0. Medium – 1. 00,0. Large – Over 5. 00,0. Facebook Fan page and Twitter Follower size groups were determined by looking at the page size and number of followers at the end of 2. Small – Under 2. 5,0.

Medium – 2. 5,0. 00- 1. Large – Over 1. 00,0.

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