This article explains the email statistics available under Reporting → Statistics in Double the Donation’s matching module: Total Emails Delivered, Percent Opened, and Percent Clicked—including definitions, typical ranges, and usage tips.
What You’ll See
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Total Emails Delivered — number of emails successfully received by donor inboxes in your account.
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Percent Opened — percentage of delivered emails that were opened.
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Percent Clicked — percentage of opened emails that recorded at least one click (e.g., buttons or links).
Note: Some providers don’t pass full tracking back to Double the Donation, so actual open/click rates are typically a bit higher than what you see reported.
Definitions, Benchmarks, and Guidance
1) Total Emails Delivered
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Formula: delivered ÷ sent.
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Typical range: 95%–99%. If you’re below this range, review bounces and list hygiene.
2) Percent Opened
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Formula: opened ÷ delivered.
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Typical range (matching module): 30%–60%.
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Context: The nonprofit industry average is ~20%; matching-module sends often overperform.
Note that full email tracking data isn't always passed back to Double the Donation, so actual rates are typically higher than statistics indicate.
3) Percent Clicked
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Formula: clicked ÷ opened.
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Typical range (matching module): 10%–30%; nonprofit industry average is ~3%.
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Common click actions:
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Go to an employer’s online/paper form to submit a match
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Use the matching gift search tool on your dedicated page
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Indicate match submitted
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Indicate not eligible
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Note that full email tracking data isn't always passed back to Double the Donation, so actual rates are typically higher than statistics indicate.