Earlier this year, we published the latest edition of the annual M+R Benchmarks Study. It is a comprehensive look at the metrics underlying nonprofit digital programmes, including fundraising, advocacy, and marketing. From email to social media to digital ads to website traffic, there is a veritable feast of findings, and we encourage you to read the full study for this broad context and some jokes about breakfast cereal.The analysis in the full M+R Benchmarks study depends on data from 215 participants, 47 of which are based in the UK.
The follow-up analysis contained here explores the similarities and differences between those cohorts to give UK-based charities a clear look at the most relevant data, positioned within that global context.
It’s like this: there is a difference between chips doused in vinegar and fries dipped in ketchup. We should understand, and celebrate, those differences. But we should also never pass up an opportunity to eat deep-fried potatoes, no matter what name they happen to be going by.
The UK-specific data, insights, and trends we explore in this supplement would not be possible without the generosity and diligence of the participants who shared the results of their social media, email, advertising, and website efforts. Special thanks also go to our partners at Rally who recruited participants, answered our questions, and were their kind and lovely selves each step of the way.
The Cooks in the Kitchen
French Toast Casserole
Apple with Peanut Butter
Biscuit, Egg, Cheese, Pepper Jelly
Salmon Eggs Benedict
Biscuits and Gravy
Bacon, Egg, and Cheese on an Everything Bagel
Paul de Gregorio
Espresso & Cake
UK Project Manager
We are M+R, and we are hungry for change.
We believe that the nonprofits we work for are essential to advancing the cause of justice, alleviating suffering, and solving the greatest challenges we face.
We bring experience, talent, and unshakeable dedication to our clients through fundraising and supporter engagement, movement building and issue advocacy, and message and brand development.
We’re always cooking up new resources, advice, and tools for nonprofits. Visit us at www.mrss.com.
Find out more about working at M+R and join our crew at www.mrss.com/careers.
Rally, founded by Paul de Gregorio in 2018, is a new type of partner for progressive organisations. They’re not a conventional agency — more of a hub or collective. They mobilise public support behind world changing organisations and causes fighting for a fairer, healthier, safer, greener, more equal world. Through collaborations they inspire people to take action. To sign up, turn up, donate, amplify or lead others. And they do most of it, though not all of it, online.
You can find out all about them at www.wearerally.co.uk
There’s so much more to a meal than what you see on the plate. The labour of people who grow, harvest, pack, and prepare the food. The interconnected foodways and traditions that create ever-evolving cuisines. The experiences, training, and perspective of the chef.
Benchmarks is no different. We strive to present the most comprehensive, clear, informative collection of data we can — but there’s a lot going on beneath the surface. Here are a few things you should know to help you better understand our findings and put them to use.
Wherever possible, we have broken out the findings by sector. Each of our participants self-identified the appropriate sector (or, in some cases, fell outside of our defined sectors and selected “Other”). If you are not sure which sector represents your peer group, review the full list of participants to find where you belong.
We also sort our participants by size. For our study, “Small” refers to nonprofits with annual online revenue in 2022 below £500,000; “Medium” is those nonprofits with annual online revenue between £500,000 and £3,000,000; and “Large” covers all those with annual online revenue greater than £3,000,000.
The averages displayed in each chart and discussed throughout Benchmarks represent the median figure for a given metric for all participants who reported data. Not all participants were able to provide data for every metric. If a chart does not include data for a certain sector or size, it’s because we were not able to collect enough results to report a reliable average.
We use median rather than mean to minimize the risk of a single participant with unusual results having an outsize impact on the overall findings. You will also see some charts that include a range showing the 25th percentile to the 75th percentile. Half of all reported values fell within this range, which can be considered “normal” results for participants in our study.
Some of the most useful and interesting data in Benchmarks relies on year-over-year comparisons. Wherever we include this type of finding, we are including long-term data from this year’s participants — an apples-to-apples comparison. We do not compare this year’s findings to what was reported in previous editions of Benchmarks, because the participant pool changes from year to year. That would be more of an apples-to-oranges situation at best. At worst, it would be more like apples-to-pineapples or grapes-to-grapefruits, where a superficial similarity hides a massive underlying difference.
If you have any more questions about how we cooked up Benchmarks this year, please reach out to @mrcampaigns or email email@example.com.