May 1, 2008
E-Mail Readership Rate for Charities Fell in 2007
The percentage of people who opened or responded to e-mail messages sent by 21 large national nonprofit organizations dropped in 2007, even as the amount of money those organizations raised online increased, according to a new study.
The percentage of people who opened messages from the charities, which included Habitat for Humanity, Oxfam America, and the Environmental Defense Fund, fell from 21.3 percent in 2006 to 17.6 percent in 2007, while the percentage of recipients who clicked
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