Study: Nonprofits Use E-mail Savvy to Build Relationships, Raise Funds; Kintera Study Finds 10.4 Percent of Nonprofit E-mail Cam
03 November 2005 - 10:00PM
Business Wire
Nonprofit organizations are garnering click-through rates on
average of 11.1 percent and using e-mail in advanced ways to build
donor affinity, according to a recent study from Kintera(R) Inc.
(Nasdaq:KNTA). Titled "E-mail Benchmarks in the Nonprofit Sector,"
the study offers in-depth insight into methods for gauging e-mail
campaign success, and can be downloaded at
www.kintera.com/EmailBenchmarksWhitePaper. The report also reveals
that nonprofits frequently achieve click-through rates of 10
percent and higher for large e-mail campaigns. Small e-mail
campaigns typically achieve even higher rates than larger ones.
Approximately 10.4 percent of campaigns achieve click-through rates
of 20 percent or higher. "Our customers benefit tremendously by
using the predictive analytics tools that are part of Kintera
Sphere," said Harry E. Gruber, M.D., CEO of Kintera. "It's not
enough to just know the past and plan for the future; it's about
predicting the future. This e-mail benchmarking study is a
must-read for organizations who want to be able to predict the
outcome of their e-mail campaigns." Using data from more than
37,000 electronic mailings comprising more than 142 million
recipient e-mails, the study indicates nonprofit organizations are
not only frequently using e-mail, but in ways designed to build
affinity among supporters. For example, many nonprofits use bulk
e-mail to send thank you notes or reminders about a particular
event. Advocacy groups use e-mail extensively to elicit a specific
action, such as faxing or email messaging a political leader in
support or opposition of an issue. The study also found that
e-mails containing multiple links -- even if these links all point
to a single URL -- typically increase click-through rates. However,
in certain cases, e-mail campaigns with only a few links per e-mail
achieve, over time, more total clicks than similar campaigns using
many links per e-mail, demonstrating the value of building higher
affinity with more targeted content. "Nonprofits are using e-mail
in advanced ways that allow them to provide relevant content aimed
at specific supporter segments," said Dr. Ephraim Feig, Kintera's
chief technology officer and author of the report. "This
personalized and targeted approach allows an organization to build
long-term relationships with a supporter. Although for most
organizations, use of advanced e-mail technology is critically
important for raising funds to support their causes, the vast
majority of e-mail campaigns are sent with a primary intent other
than immediate solicitation." About Kintera, Inc. Kintera(R), Inc.
(Nasdaq:KNTA) provides an online solution to help nonprofit
organizations deliver The Giving Experience(TM) to donors -
including giving convenience, financial transparency, feedback
about the social impact of their gifts, and a sense of belonging
and appreciation. More than 15,000 accounts in the nonprofit,
government and corporate sectors use Kintera's "software as a
service" innovations, including the Friends Asking Friends(R)
fundraising program and Kintera Sphere(TM), an enterprise-grade
software platform that provides a secure, scaleable and reliable
system for customer relationship management (CRM), a web content
management system (CMS), eMarketing and directed giving
applications. Additionally, Kintera FundWare(R) provides
award-winning financial management software developed for nonprofit
organizations and governments. Kintera also provides the Kintera
GivingFund payment option offering donors Internet convenience for
initiating grant requests from their Donor Advised Funds (DAF).
Organizations sponsoring donor advised funds as well as recipient
nonprofits and foundations are now able to provide improved
customer service to philanthropists through this new, innovative
way to make major gifts online. A one-time DAF, CharityGift(TM), is
available for purchase at Kintera's The Giving Communities(TM)
interactive website at www.kintera.org. The site is also a
destination for consumers to connect with thousands of causes and
organizations. For more information about Kintera's software and
services, visit www.kintera.com. Kintera, Kintera Sphere, Friends
Asking Friends, The Giving Experience, The Giving Communities,
GivingFund, CharityGift, and FundWare are either registered
trademarks or trademarks of Kintera, Inc. in the U.S. and/or other
countries. Forward-Looking Statements In addition to historical
information, this press release contains forward-looking statements
(including, without limitation, express or implied statements
regarding the adoption of software solutions by nonprofit
organizations) that involve risks and uncertainties. These
forward-looking statements represent our estimates and assumptions
only as of the date hereof. These statements reflect our current
views with respect to future events and are based on assumptions
and subject to risks and uncertainties. These statements involve
known and unknown risks, uncertainties and other factors which may
cause our actual results, performance or achievements to be
materially different from any future results, performances or
achievements expressed or implied by the forward-looking
statements. These risks and uncertainties include, without
limitation: our limited operating history; our history of losses;
our dependence on increased acceptance by nonprofit organizations
of online fundraising; lengthy sales cycles for major customers;
our need to manage growth; risks associated with accounting for and
processing large amounts of donations; the rapidly changing
technologies and market demands; and other risks identified in our
filings with the Securities and Exchange Commission. Given these
uncertainties, you should not place undue reliance on these
forward-looking statements.
Kintera (MM) (NASDAQ:KNTA)
Historical Stock Chart
From Jun 2024 to Jul 2024
Kintera (MM) (NASDAQ:KNTA)
Historical Stock Chart
From Jul 2023 to Jul 2024