THE GAME IS AFOOT
Opening Moves: Key Findings
- Average Online Revenue: Declined by 1% in 2023.
- Monthly Giving: Increased by 6%, accounting for 31% of all online revenue.
- Direct Mail Revenue: Fell by 6% in 2023.
- Total Advertising Investment: Increased by 13%.
- Radio Spending: Grew by 67%.
- Social Media Influencers: About half of participants worked with influencers, with 17% relying solely on paid partnerships and 30% using a mix of paid and unpaid influencer work.
- TikTok Growth: Increased by 112% in 2023.
- Facebook and Instagram: Grew by 6% and 11% respectively.
- Twitter/X: Declined by 1%.
- Email Revenue: Decreased by 7%.
- Share of Online Revenue from Email: 16% in 2023.
- Website Traffic:
- Mobile Devices: 52% of traffic.
- Desktop Devices: 48% of traffic.
- Revenue: 78% from desktop users.
Digital Tools and Mobilization
- Peer-to-Peer (P2P) Texting:
- Active Programs: 23% of participants had active P2P programs.
- Common Uses:
- Promoting event attendance (85%).
- Recruiting volunteers (75%).
- Supporting GOTV efforts (68%).
Overall Online Revenue Trends
- Relative Flatness: Overall online revenue was 1% lower than in the previous year.
- Sector-Specific Changes:
- Public Media: Average online revenue was 3% higher.
- Health Sector: Average online revenue was 4% higher.
- Disaster/International Aid: Average online revenue declined by 7%.
Diversity and Progress in Nonprofit Teams
- Data Source: Equal Employment Opportunity Commission (EEOC) submissions.
- Limitations: Data is organization-wide and may not specifically reflect fundraising, advocacy, and marketing staff.
This summary provides a comprehensive overview of the key findings and trends discussed in the report, focusing on revenue, advertising, social media, and diversity within nonprofit organizations.
