| Metric | Your result | M+R 2026 reference | Read |
|---|---|---|---|
| Fundraising click-through rate | - | 3.7% | Track over time |
| Click-to-gift completion | - | 4.2% | Track over time |
| Fundraising response rate | - | 0.17% | Track over time |
| Revenue per 1,000 delivered | - | Not published | Track over time |
| Opt-out rate | - | Not published | Track over time |
| Reply rate | - | Not published | Track over time |
| SMS subscribers per 1,000 email subscribers | - | 176 | Track over time |
| Annual fundraising cadence | - | 7.3 (median) | Track over time |
Everything runs in your browser. Nothing you type is sent or stored. “In line” means within 20% of the sector reference. M+R publishes averages for the metrics shown as reference points; treat them as orientation, not targets.
Where the reference points come from.
Every sector figure on this page comes from the Mobile Messaging section of M+R Benchmarks 2026, an annual study built from 180 participating nonprofits' 2025 results: a 3.7% average click-through rate on fundraising messages, 4.2% click-to-gift page completion, a 0.17% average fundraising response rate, 176 mobile subscribers per 1,000 email subscribers, and a median of 7.3 fundraising messages sent in 2025.
These are sector-wide reference points, not Treply customer data, and not pass/fail grades. List quality, mission, and sending discipline move every one of them. Metrics M+R does not publish a sector level for are shown without a reference so you can track your own trend instead.
Your inputs never leave this page. The scorecard computes locally in your browser and stores nothing.
Use SMS benchmarks as context for your own campaign
A benchmark can help you ask better questions, but it cannot explain an individual program on its own. Audience size, mission, message purpose, and the reporting period all affect the comparison.
What to review before you start
Use the methodology and source linked above to understand the reference figures. Then compare your own campaigns using consistent definitions. Keep an internal baseline and record why you change the campaign, so the next result is easier to interpret.
- Use delivered messages, clicks, and gifts from the same period.
- Check the numerator and denominator for each comparison.
- Choose one change to test against your own campaign history.
Common questions
Is a sector benchmark a pass or fail grade?
No. It is context from the referenced study. Your program's purpose, audience, and data definitions may differ.
What if we do not have every input?
Use the information you can verify and avoid estimating missing values as if they were observed. Resolve data gaps before making a stronger comparison.