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In these charts, we look at the type of gifts that make up the overall online giving mix. Each online gift is either first time or repeat, and each gift is also either sustainer or non-sustainer. First-time transactions are from new constituents, while repeat gifts are from established constituents. Sustainer transactions are from recurring (monthly) gifts that might be from new or established (repeat) donors.
The percent change metrics refer to how the balance has shifted over the last year.
Based on the data you shared with us, we've calculated how your organization compares to other organizations with a similar mission (vertical) and with a similar reach (organization size). The "You" marker plots your location in the graphs below.
The charts below visualize nonprofit performance data for 2018. You can hover over the median, lower, and higher quartiles to see exact values and year-over-year percent change metrics.
|Vertical||Vertical Open Rate|
vs. Your Open Rate
|Vertical Click Rate|
vs. Your Click Rate
|Vertical Conversion Rate|
vs. Your Conversion Rate
|Arts, Culture, and Humanities||20.01%||0.72%||0.06%|
|Association and Membership||20.46%||1.43%||0.01%|
|Disaster and International Aid||12.57%||0.43%||0.03%|
|Environment and Wildlife||15.74%||0.56%||0.05%|
|Health Services and Research||13.03%||0.54%||0.02%|
|Hospital Foundations and Hospitals||16.91%||0.58%||0.04%|
|Human and Social Services||13.41%||0.75%||0.03%|
|Public Broadcasting Stations||16.58%||0.79%||0.11%|
*We do not include all verticals in all metrics. A vertical would be excluded if a very small sample size of customers in that vertical met the criteria.
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