In the ever-evolving landscape of digital engagement, nonprofits are increasingly leveraging direct messaging platforms like Facebook Messenger to connect with supporters, drive actions, and amplify their missions. As the Associate Director, Client Solutions, I had the privilege of strategizing, building, and executing dozens of campaigns in 2024.
Here, I’ll share three critical insights from our data, illustrating how Messenger campaigns can create tangible results while aligning with broader industry benchmarks.
1. Engagement Campaigns Build the Foundation for Support
Our engagement-focused campaigns achieved an impressive average open rate of 76.6% and a click-through rate of 9.3%. These metrics far surpass the average email open rate of 21.33% and click rate of 2.62% (source: Mailchimp 2024 benchmarks). By meeting supporters where they are—in their Messenger inboxes—we’re creating dynamic, interactive experiences that deepen connections.
While these campaigns didn’t directly target revenue, they laid the groundwork for future fundraising by driving awareness and building subscriber trust. Engagement campaigns collectively generated over 356 fundraisers created organically, showcasing their potential to seed long-term growth.
2. Revenue Campaigns Show Promising Potential
Revenue-focused campaigns delivered strong efficiencies, with an average conversion rate of 33.8% and click-through rate of 7.8%, highlighting the high level of subscriber interest and engagement. While the total funds raised—just over $60,000—may not yet be earth-shattering, these results provide a clear indication of the model’s scalability. As subscriber pools grow, the potential to significantly increase bottom-line impact becomes evident. These campaigns underscore the importance of refining strategies and continuing to build the subscriber base to realize even greater returns in the future.
Compared to the average donation conversion rate for online platforms of 21% (source: Nonprofit Tech for Good), our campaigns are breaking barriers and maximizing outcomes for nonprofit clients.
3. Combining Strategy and Data to Optimize Results
Success isn’t just about high open rates or revenue totals; it’s about leveraging insights to continually refine strategies. For example, engagement campaigns showed that interactive features like quizzes or storytelling drives higher click rates, while revenue campaigns benefited from personalized messages tied to timely events like Giving Tuesday or World Hepatitis Day.
Moreover, the alignment between campaign goals and nonprofit missions—whether driving awareness for the Lupus Foundation’s National Kidney Month or raising funds for the Cholangiocarcinoma Foundation’s Awareness Month—proved critical in maintaining authenticity and supporter trust.
Looking Ahead
As we move into 2025, the key to success lies in balancing engagement and revenue objectives while continuously adapting to supporter preferences. By embracing innovation and keeping supporters at the heart of every strategy, nonprofits can unlock unprecedented opportunities to scale their impact.
I’m thrilled to continue driving these initiatives and look forward to helping our clients achieve even greater success in the coming year. If you’re considering direct messaging outreach for your nonprofit, don’t hesitate to reach out—let’s build something incredible together!
