The Nonprofit Email Report Data-Backed Insights for Better Engagement

V. Data-Backed Insights for GivingTuesday and Year-End

Browse The Report

  1. Introduction
    1. A Note from Neon One
    2. Who’s Represented In This Report?
    3. Why Is Email So Important?
    4. Anatomy of an Email
  2. Nonprofit Email Deliverability & Engagement Benchmarks
    1. Introduction
    2. Nonprofit List Sizes
    3. Ask The Expert: Is List Segmentation Really That Important?
    4. Nonprofit Email Bounce Rates
    5. Nonprofit Email Open Rates
    6. Nonprofit Email Unsubscribe Rates
    7. Nonprofit Email Click-Through Rates
    8. Nonprofit Email Fundraising Performance
    9. Nonprofit Email Performance by Date & Time
    10. Email Sender Superlatives
  3. A Data-Driven Approach to Subject Lines & Preview Text
    1. Introduction
    2. Convey Positive Emotions in Subject Lines
    3. Ask the Expert: How Did You Use AI for Subject Line Sentiment Analysis?
    4. Words to Include (or Avoid) in Your Subject Lines
    5. Experiment with Emojis in Subject Lines
    6. Write Compelling Preview Text
    7. Words to Include (or Avoid) in Your Preview Text
    8. Put It All Together — Performance Benchmarks & Word Usage
  4. Creating Effective Emails
    1. Introduction
    2. Ask the Expert: What Should I Keep In Mind When Creating Compelling Emails?
    3. Tip #1 — Include Imagery in Your Emails
    4. Tip #2 — Pay Attention to Salutations
    5. Ask The Expert: Do Salutations Really Make a Difference?
    6. Tip #3 — Use the Word "You"
    7. Tip #4 — Make Your Message Scannable
    8. Ask The Expert: How Do I Create a Great Call to Action?
    9. Tip #5 — Include Great Calls to Action
    10. Put It All Together - Build Clear, Compelling Emails
  5. Lessons from the Most Engaging Email of 2022
    1. Introduction
    2. Top Engagement Email Dissection
    3. Go Build More Engaging Emails
  6. Data-Backed Insights for GivingTuesday and Year-End
    1. Introduction
    2. Who’s Included In This Data?
    3. GivingTuesday Fundraising Totals
    4. GivingTuesday Email Data
    5. End of Year Fundraising Totals
    6. End-of-Year Email Data
    7. Use These Data-Backed Best Practices to Nail Your GivingTuesday and Year-End Goals
    8. Now Get Out There And Write Some Emails
  7. Methodology & Appendix
    1. Methodology
    2. The Dataset
    3. Terminology and Definitions
    4. Metrics Definitions
    5. Analysis by Mission & Organization Income
    6. Analysis by Time & Date Sent
    7. Analysis by Content Sentiment
    8. Data Privacy & Security
  8. About Neon One
    1. Learn more about Neon One

Now Get Out There And Write Some Emails

We hope the data and takeaways in this guide will be useful to you as you plan your GivingTuesday and end-of-year email campaigns. As you absorb this information and think about what it means for your own organization, don’t forget you have access to an even more significant body of data: Your own! If you’ve looked at any section of this report and worried that you’re not hitting industry benchmarks, we hope you remember this: As long as you’re seeing incremental growth or, at the very least, as long as you’re connecting with your community and inspiring them to make a difference, you’re doing great.

Happy fundraising!
The Neon One Team