Browse The Report
- Nonprofit Email Deliverability & Engagement Benchmarks
- Nonprofit List Sizes
- Ask The Expert: Is List Segmentation Really That Important?
- Nonprofit Email Bounce Rates
- Nonprofit Email Open Rates
- Nonprofit Email Unsubscribe Rates
- Nonprofit Email Click-Through Rates
- Nonprofit Email Fundraising Performance
- Nonprofit Email Performance by Date & Time
- Email Sender Superlatives
- A Data-Driven Approach to Subject Lines & Preview Text
- Convey Positive Emotions in Subject Lines
- Ask the Expert: How Did You Use AI for Subject Line Sentiment Analysis?
- Words to Include (or Avoid) in Your Subject Lines
- Experiment with Emojis in Subject Lines
- Write Compelling Preview Text
- Words to Include (or Avoid) in Your Preview Text
- Put It All Together — Performance Benchmarks & Word Usage
- Creating Effective Emails
- Ask the Expert: What Should I Keep In Mind When Creating Compelling Emails?
- Tip #1 — Include Imagery in Your Emails
- Tip #2 — Pay Attention to Salutations
- Ask The Expert: Do Salutations Really Make a Difference?
- Tip #3 — Use the Word "You"
- Tip #4 — Make Your Message Scannable
- Ask The Expert: How Do I Create a Great Call to Action?
- Tip #5 — Include Great Calls to Action
- Put It All Together - Build Clear, Compelling Emails
- Lessons from the Most Engaging Email of 2022
- Data-Backed Insights for GivingTuesday and Year-End
- Methodology & Appendix
- About Neon One
Why Is Email So Important?
Before you dig into the data, it’s important to understand why this is such an important topic. There are thousands of articles, webinars, and other think pieces out there about email for nonprofits. But is it really that important?
According to donors, it is. In fact, data from Neon One’s 2022 report, Donors: Understanding the Future of Individual Giving, found that email is a heavy favorite for donors, with 48% citing it as their preferred method of hearing updates and appeals from the organization. Direct mail was the second most preferred channel at 21%, followed by social media (17%), text messaging (8%), and phone calls (2%).
Supporters prefer to receive updates and appeals via email, which makes it the single most important communication channel and the most effective digital fundraising channel. Supporting this is data from the Global Trends in Giving Report, which found that 26% of donors say email is the tool that most inspires them to give, outpacing social media, websites, and print materials.
These trends indicate that understanding key performance benchmarks and using data-backed email strategies is critically important for nonprofits.