Online Advocacy Continues Gaining Momentum with 17 Percent Increase in 2011
03 4월 2012 - 8:00PM
Business Wire
Americans want their voices heard when it comes to issues about
which they are passionate. Online advocacy actions grew at a solid
17 percent clip from 2010 to 2011, according to The Convio Online
Marketing Nonprofit Benchmark Index™ Study. The fastest growing
sectors, each at more than 29 percent, are: Animal Welfare,
Environment & Wildlife and Jewish. Advocacy actions are
instances of sending some form of written communication to
political leaders.
In addition to an increase in online advocacy, advocates are
also quickly becoming financial supporters of the organizations
they support, growing at a 24.6 percent rate – nearly four times
the increase from 2010. The full Benchmark study can be found at
http://www.convio.com/2012benchmark.
“The digital realm is changing the way nonprofits engage
supporters to advocate around important issues,” said Vinay Bhagat,
founder and chief strategy officer for Convio. “In the past,
written letters and signed petitions were the norm. Not anymore.
Social media and digital technologies allow concerned citizens to
quickly add their voice to a cause or concern, and encourage
friends and family to do the same via peer-to-peer engagement.
Digital advocacy is a game changer in the political process and
will certainly have an impact on this year’s Presidential
election.”
Online advocacy has increased significantly in the last few
years. In 2008, the Environment & Wildlife sector had the
highest percentage of advocates in their email files at 11.72
percent. Today, Environment & Wildlife is at 24.65 percent.
Other verticals are trending accordingly.
Key Advocacy Findings of the Study Include:
- Online legislative advocate counts
grew by 17 percent: Overall, 75 percent of the verticals
experienced more than 10 percent growth in their number of
advocates.
- Animal Welfare, Environment &
Wildlife, and Jewish grew the most: The verticals that
experienced the greatest growth were Animal Welfare (30.12
percent), Environment & Wildlife (29.23 percent), and Jewish
(29.21 percent).
- Donor advocates increased by 24.63
percent. This is nearly a fourfold increase from 2010 when the
median change was 6.42 percent.
Methodology
This year’s study analyzes data compiled from more than 700
nonprofit organizations in the U.S. and Canada that have at least
24 months of online usage data, and who collectively raised more
than $1.22 billion online in 2011. The study aggregates results
into benchmarks that nonprofit organizations can compare against
their peer group and the industry as a whole. In addition, the
study provides separate benchmarks for 19 nonprofit industry
sub-groups, or verticals.
About Convio
Convio is a leading provider of on-demand constituent engagement
solutions that enable nonprofit organizations to maximize the value
of every relationship. With Convio solutions, nonprofits can more
effectively raise funds, advocate for change and cultivate
relationships with donors, activists, volunteers, event
participants, alumni and other constituents. Convio offers two
open, cloud-based constituent engagement solutions: Convio Common
Ground® for small- and mid-sized nonprofits and Convio Luminate™
for enterprise nonprofits. Headquartered in Austin, Texas with
offices across the United States and United Kingdom, Convio serves
more than 1,600 nonprofit organizations globally. Convio is listed
on the NASDAQ Global Market under the symbol CNVO.
Forward-looking Statements
This press release may contain forward-looking statements
intended to convey expectations as to the future based on plans,
estimates and projections. Although we believe that the
expectations reflected in such forward-looking statements are
reasonable, future circumstances might differ from the assumptions
on which such statements are based. In addition, these statements
can be affected by inaccurate assumptions and the impact of a
variety of risks and uncertainties that could cause actual results
to differ materially from those described in this press release
including, among others: unfavorable economic and business
conditions, in particular with respect to the nonprofit market in
which we operate; challenges and risks relating to attracting and
retaining customers; a loss of significant customers or a
substantial reduction in orders from our existing customers; a
reduction in usage of our systems by our customers or their clients
and a corresponding reduction in usage revenue; an inability of
customers to pay for our solutions and services; risks related to
challenges associated with developing new and enhanced solutions
that meet the needs of our clients; risks related to technological
changes or alternative technologies that could make our products
and services less competitive; risks associated with successful
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other risks and uncertainties are described in more detail, from
time to time, in Convio’s filings with the Securities and Exchange
Commission which are available free of charge at www.sec.gov or on
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risks materialize, or should underlying assumptions prove
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For more information: www.convio.com
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