Nonprofits consistently put in tons of effort to reach their goals. In serving their missions, it’s important to reach out to supporters and bring in the revenue they need to keep going. But it’s not an easy feat.
That’s why we’ve laid out some of the top nonprofit fundraising statistics to provide your organization with an idea of what specifically impacts a donor’s decision to give, and identify where your organization can grow in its outreach.
We’ve broken these stats into relevant categories to help you where you may need it most:
- Overall Fundraising Statistics
- Email Fundraising Statistics
- Social Media Fundraising Statistics
- Online Donation Statistics
- Recurring Giving Statistics
- Mobile Giving Statistics
- Year-End Giving Statistics
- Corporate Giving Statistics
- Fundraising Statistic Sources
1. Overall Fundraising Statistics
Here are some key overall fundraising statistics to help illustrate the current state of giving:
- Individual donors gave an estimated total of $319.04 billion last year, representing 64% of the $499.33 billion total giving.
- The average one-time gift in 2022 was $121, up from $115 the previous year. The average monthly gift was $25, up from $24.
- 90% of Millennial donors are motivated to give by a compelling mission, rather than a specific organization.
- Young donors are more likely to engage in and support a cause if their peers are already doing so.
- Over the course of five years, major gifts of more than $1,000 grew to 85% of the revenue at the average nonprofit.
- 55% of donors in the United States prefer to be thanked for their contributions via email.
- 62% of donors contributed to a nonprofit in response to the COVID-19 pandemic.
- Six of nine nonprofit subsectors continue to exceed pre-pandemic giving levels in 2022, even when adjusted for high levels of inflation.
- 33% of donors in the United States and Canada give to nonprofits that are located outside of their country of residence.
- 32% of donors are most likely inspired to give via social media, followed closely by email (30%), website (17%), print (15%), TV or radio ad (3%), phone call (2%), or text message (1%).
The takeaway? Giving is on the rise! But there is still work that can be done.
2. Email Fundraising Statistics
Here are some important email fundraising statistics to note:
- The response rate for fundraising emails increased by 1% last year, to 0.05%.
- Nonprofits sent 60 email messages per subscriber in 2022 (up from 50 the previous year), including 29 fundraising appeals.
- For every 1,000 fundraising emails sent, nonprofits receive approximately $45 in revenue.
- Email has the highest ROI of any kind of marketing channel.
- Email open rates for nonprofits is 25.2%.
- 66% of nonprofits send fundraising appeals via email.
- Email communications sent on a regular basis are most likely to encourage repeat donations from donors, 48% of donors say that regular email communications are most likely to keep them engaged.
- 33% of donors say that email is the marketing channel that inspires them to give the most, up from 31% the previous year.
The takeaway? Email fundraising is a great way to increase your organization’s revenue.
3. Social Media Fundraising Statistics
These are some of the top social media fundraising statistics:
- 32% of donors who give online report that social media is the channel that most inspires them to give, a significant increase from the previous year.
- Of those inspired to give via social media, 56% were most impacted by Facebook posts, 21% by Instagram, 13% by Twitter, 5% by YouTube, and 4% by LinkedIn.
- 40% of donors give through Facebook Fundraising tools.
- Facebook giving made up 3.5% of all online revenue last year, with much of this around Giving Tuesday.
- 87% of donors who donate for the first time from a social referral source will also make their second donation from a social referral source.
- 97% of nonprofits use social media on a regular basis to engage their supporters.
- 34% of donors give via crowdfunding campaigns.
- 10% of donors create their own peer-to-peer fundraising campaigns on behalf of nonprofits.
- 39% of nonprofits use a peer-to-peer fundraising platform, an increase of 31% from the previous year.
- 40% of nonprofits have a written social media strategy.
- 48% of nonprofits use an editorial calendar to organize their social media outreach and campaigns.
The takeaway? Though fewer donors who give online say social media is the channel that most inspires them, social media is still an effective option for fundraising.
4. Online Donation Statistics
Check out these top online fundraising statistics:
- Making your “Donate” button stand out on your website can result in a 190% increase in donations.
- Online giving made up 8.7% of overall fundraising last year.
- 63% of donors prefer to give online with a credit or debit card, followed by direct mail (16%), PayPal (10%), wire transfer (5%), cash (4%), digital wallet (1%), and text-to-give (1%).
- A nonprofit’s website is the most effective platform for communicating and fundraising.
- Approximately 39% of donors who gave a gift online to a nonprofit in a given year made a gift online to that nonprofit again the following year.
- Organic visitors to a nonprofit’s website made up 44% of total nonprofit web traffic last year.
- Nonprofits raise approximately $0.30 per organic website visitor.
- 47% of donors also support nonprofit causes through online raffles or sweepstakes, 45% purchase from an online store benefiting a nonprofit, and 24% give through online auctions.
The takeaway? Keep up the good work on your organization’s website! This is a great platform for fundraising.
5. Recurring Giving Statistics
Here are some important recurring giving statistics to note:
- While revenue from one-time online giving decreased by 12% in 2022, revenue from monthly giving increased by 11% and accounted for 28% of all online giving.
- Monthly giving made up 17% of all online revenue last year.
- Only 14% of nonprofits prompt donors to make their donation a recurring gift during the donation process.
- 91% of organizations stop acknowledging recurring gifts by the third month.
- 1 in 4 nonprofit organizations don’t try to re-secure a recurring donation after a credit card number changes.
- A pop-up message that asks a donor to make their one-gift gift a recurring gift results in a 64% increase in monthly donations.
- Recurring donors give 42% more per year than one-time donors.
- 57% of donors are enrolled in a recurring giving program, up 46% from the previous year.
- 94% of recurring donors prefer to give monthly, 3% weekly, 2% annually, and 1% quarterly.
- 52% of Millennials surveyed are interested in monthly giving.
The takeaway? Be sure to encourage recurring gifts! This can lead to a big increase in fundraising revenue.
6. Mobile Giving Statistics
Here are some important mobile giving statistics:
- Mobile users made up 33% of online donation transactions last year.
- While 57% of nonprofit website traffic came from mobile devices, 75% of revenue came from desktop devices.
- Mobile users grew as a portion of donation transactions by 17% compared to the previous year.
- SMS open rates are as high as 98%.
- Mobile-friendly donation pages yield 34% more donations.
- 56% of all emails are read on a mobile device.
- 1% of donors in the United States and Canada prefer to give via text-to-give.
- 98% of Millennials own a smartphone and 37% of them have used it to donate.
- Text message audiences grew by 26% last year.
- Text message volume grew by 14% overall for nonprofits last year.
- Fundraising text messages had a 4.2% click-through rate last year.
The takeaway? Mobile giving is growing, so it’s important to ensure your giving pages are mobile friendly.
7. Year-End Giving Statistics
Here are some key year-end giving statistics:
- 30% of annual giving happens in December.
- Approximately 12% of all giving occurs on the last three days of the year.
- Giving Tuesday continues to grow each year and raised almost $2 billion last year.
- The average donation on Giving Tuesday last year was $105.
- In the United States, $511 million was donated online during Giving Tuesday last year.
- 27 million adults in the United States participated in Giving Tuesday in some capacity last year.
- Offline donations on Giving Tuesday totaled about $1.46 billion last year.
- Giving Tuesday received 20.1 billion social media impressions last year.
- 26% of donors in the United States and Canada gave to a nonprofit on Giving Tuesday last year.
- November and December of last year made up 26% of all Facebook’s revenue, and much of this was due to Giving Tuesday.
8. Corporate Giving Statistics
Take a look at these noteworthy corporate giving statistics:
- While an estimated $2 – $3 billion is donated through matching gift programs annually, more than $4 – $7 billion in available matching gift funding goes unclaimed each year.
- Over 26 million individuals work for companies with matching gift programs.
- 78% of donors are unaware if their company offers a matching gift program and the program specifics, while 16% know their company has a program, but are unsure if they’re eligible or don’t know how to submit their matching git request.
- 65% of Fortune 500 companies offer matching gift programs and 40% offer volunteer grant programs.
- The percentage of Russell 1000 companies publicly disclosing that they offer employee matching gifts grew by 11.8% in the last three years, reaching 51%.
- The percentage of Russell 1000 companies offering an “Unrestricted Matching Gift Program” grew over 48% over the last three years, while Russell 1000 Companies offering “Restricted” programs decreased by 33% to only 13.6% in the same time frame.
- 97% of donors want flexibility in where and how they give to causes they care about. Donors want the option to be able to give directly to a nonprofit and for their company to allow matching gifts for any nonprofit of their choosing.
- 84% of donors reported a higher likelihood of donating if a match is offered.
- 1 in 3 donors indicates they’d make a larger gift if matching is applied to their donation.
- 360MatchPro’s automation platform increases matching gift revenue for nonprofits by 61%.
- The addition of auto-submission functionality is projected to yield an 80% increase in matching gift revenue for participating organizations.
The takeaway? Corporate philanthropy, and specifically workplace giving, offers a powerful fundraising source, though it continues to be underutilized by nonprofits everywhere.
9. Fundraising Statistic Sources
- Double the Donation Data
- Global Trends in Giving Report
- Global NGO Technology Report
- Campaign Monitor
- Giving Tuesday
- The Blackbaud Institute
- Network for Good
- M+R Benchmarks Study
- Benefactor Group
- Giving USA
- The Millennial Impact Report
We hope these statistics have helped you view your own fundraising opportunities with a fresh eye! There are many channels you can use to communicate and engage with your supporters, and staying on top of them will help ensure your success.
Want to learn from even more fundraising statistics? Check out these resources:
- Nonprofit Fundraising Statistics. Check out this list of top fundraising statistics from Double the Donation.
- Corporate Giving and Matching Gift Statistics. Looking to zero in on corporate giving and matching gifts? These statistics will help!
- Matching Gift Statistics Every Nonprofit Should Know. Explore the top matching gift statistics every nonprofit should know with our helpful guide.