This article provides benchmark data for key metrics to gauge the success of your Double the Donation account.
Match Identification and Status Data:
Data can vary drastically depending on the Double the Donation Matching implementation. Please use these as rough guides.
Email Data:
Email open rate:
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Defined as Emails Opened / Emails Delivered
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Typical range of 30% - 60%
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Note: Email tracking data isn't always passed back to Double the Donation so actual rates are typically higher than statistics indicate
Email click rate:
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Defined as Emails Clicked / Emails Opened
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Typical range of 10% - 20%
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Note: Email tracking data isn't always passed back to Double the Donation so actual rates are typically higher than statistics indicate
Please Note: According to Constant Contact, the average email click rate for email in the Nonprofit Services industry is 2.39%. The click rate for Double the Donation's matching gift emails is consistently above this average.
Match Identification and Status Data:
General Insights:
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15 - 19 Million individuals work at companies with employee-matching gift programs
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The typical organization will see that 5-15% of their donors work for companies with matching gift programs
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95% of donors' companies will match to higher education institutions and about 2/3 of companies match donations to a broad range of nonprofits
Match Identification Rate:
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Defined as donors who have found their company and are in the (Waiting for Donor, Match Initiated, Pending Payment, or Match Complete Status) / Total Records
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Typical range of 4-12%
Match Initiated Rate:
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Defined as donors who are in the (Match Initiated, Pending Payment, or Match Complete Status) / (Waiting for Donor, Match Initiated, Pending Payment, or Match Complete Status)
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Typical range of 15-40%
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Note: The actual figure is often much higher, especially for organizations that aren't manually updating statuses when matching gift checks come in. Many donations sit in the "Waiting for Donor" status even though a donor has used the information provided to submit a match request as they just don't click on the link in the email that would change the status.
Ineligible Rate:
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Defined as donors who are in an Ineligible Status / Total Records
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Typical range of 10-30%
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Note: These are donors who click on a link in an email to specifically indicate their gift won't be matched or are automatically marked as ineligible based on exclusions.
Unknown Eligibility Rate:
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Defined as donors in an Unknown Eligibility Status / Total Record
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Typical range of 30-80%
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Note: These are donors who in many cases haven't engaged with our matching gift tools or tracking on their computers is disabled.
Please note, that we expect that your organization will fall within the typical range for certain metrics and outside of the typical range for other metrics. That is normal depending on your implementation, donor base, and number of follow-up emails being sent.