We’re all about using nonprofit technology and digital marketing efforts to help you grow your organization.
But sometimes, you don’t want to take our word for it. And we think that’s great! Because you should absolutely do your own research and find out what’s best for your nonprofit.
So to help you out with that, we’ve rounded up some of the most important statistics you need to know about digital and online fundraising for nonprofits.
And without further ado…
Online Fundraising for Nonprofits Statistics
We’ve separated all fundraising statistics into categories to get a better look at the average supporter’s behavior.
And first up! We’ve got online fundraising for nonprofits. This is a broad, general category that includes recurring donations, website information, other statistics surrounding fundraising online.
Online Fundraising Statistics from Double the Donation:
1. Overall online income increased 23% over the past year. That’s up from 15% in years past!
2. Income from individual online gifts grew by 19% over the past year.
3. Recurring monthly online income increased 40%. That shows recurring monthly donor programs are becoming more and more popular with online donors!
Online Fundraising Statistics from M+R Benchmark:
4. Organic traffic made up 42% of all nonprofit website visits in 2020. That means having a site with the nonprofit website design best practices is so important!
5. Funraise found that 47% of donors gave to nonprofits through online charity raffles and sweepstakes.
6. 45% of supporters donated by purchasing from an online store that benefited an NPO.
7. Monthly gift income rose sharply by 25%. Monthly giving programs accounted for 19% of all income in 2020. That means now’s a great time to get an online donation platform set up with a monthly giving option!
8. The average nonprofit donor made 2.03 gifts and contributed $167 in 2020.
While both of those per-donor statistics decreased since 2019, the total online income increased by 32%.
That shows more people are giving, but they may be giving less.
Online Fundraising Statistics from Global Trends in Giving Report by Funraise:
9. 57% of donors in Canada and the US are enrolled in a recurring giving program. That’s up from 46% in 2018! 94% prefer to give monthly, 3% weekly, 2% annually, and 1% quarterly.
10. 63% of donors prefer to give online with a credit or debit card. Having an online donation platform that can accept multiple forms of payment is a great idea!
What Do These Nonprofit Online Fundraising Statistics Mean for Your Organization?
These stats and figures mean one thing: we can’t ignore the benefits of nonprofit online fundraising anymore!
Now more than ever, online giving is important for your nonprofit. Which means it’s a great time to start optimizing your online presence. Whether that’s through updating your website with these nonprofit website design best practices or it’s through finding a top-notch nonprofit CRM tool!
Mobile Fundraising Statistics for Nonprofits:
Next up on the list, we have mobile fundraising statistics! It’s unreal to think that in about a decade, mobile phones have begun to outperform desktop online contributions.
But we’ll let you catch up on the online fundraising for nonprofits statistics here!
Mobile Fundraising Statistics for Nonprofits From Double the Donation
11. On average, online donation pages had a low conversion rate of 8% on mobile devices.
12. But the number of conversions that were actually completed through mobile devices increased by 50%.
13. The number of donations made using desktop browsers decreased by 10%.
14. Right at half of all nonprofit website traffic last year came from tablet and mobile devices.
15. Desktop-based traffic decreased by 9% over the previous year.
16. Mobile users made an average contribution of $79. Tablet users, on average, gave $96. And desktop users contributed $118.
Mobile Fundraising Statistics for Nonprofits from M+R Benchmarks:
17. 50% of traffic to nonprofit websites was mobile, while 44% of traffic came from a desktop. Just 6% of traffic came from a tablet.
Mobile devices jumped by 9% in 2020!
18. The average gift made on mobile was $42. Contributions on a desktop averaged $80.
What Do These Mobile Fundraising Statistics Mean for Your Nonprofit?
It means that now’s a great time to optimize your efforts for online fundraising for nonprofits so they’re mobile-friendly!
Because these statistics are more than likely going to keep increasing.
Double-check your website and make sure your nonprofit web design is mobile responsive. Check your online donation platforms and pages to make sure they’re mobile-friendly, as well.
And checking these pages is super easy! Just whip out your mobile phone and type in your nonprofit URL. Voila!
Social Media Statistics for Nonprofits
It wasn’t too long ago we were stuck in the age of MySpace. And there wasn’t a whole lot happening in terms of nonprofit social media fundraising on that site.
But with the rise of Facebook, Instagram, LinkedIn, and Twitter, there’s so much more potential to reach supporters and actually bring in donations from these platforms.
We think these statistics will speak for themselves!
Social Media Statistics for Nonprofits from M+R Benchmarks:
19. Twitter posts had an average engagement rate of 1.8%. Organic Facebook posts only had an average engagement rate of 0.32%.
20. An organic Facebook post reached 4% of the nonprofit’s fans in 2020, which indicates a majority of a nonprofit’s fans of the page didn’t see the post.
However, the post also reached 29% of people who weren’t yet fans of the nonprofit. That means Facebook helps get your nonprofit’s posts to new audiences.
21. Income from Facebook Fundraisers increased by 14%.
Social Media Statistics for Nonprofits from Global Trends in Giving Report by Funraise:
22. 40% of people donate through Facebook Fundraising Tools. And 88% of them say they are likely to give using these tools again.
23. 12% donate through Instagram Fundraising Tools. 93% of them say they’ll probably give again through these tools.
24. Of those who give by social media, 56% say Facebook has the most impact.
Other great social media networks are Instagram (21%), Twitter (13%), YouTube (5%), and LinkedIn (4%).
What Do These Social Media Fundraising Statistics Mean for Your Nonprofit?
It means that social media fundraising efforts are actually working! If for no other reason than they’re helping you build a tribe of raving supporters who truly care about your cause.
It’s worth it to establish a social media presence for your nonprofit. And we’ve got a guide to help you decide which social media apps your nonprofit could benefit from!
Email Fundraising Statistics for Nonprofits
We think these statistics will show that it’s not time to write off email marketing just yet!
Because your email list is generally further along in their donor journey, they may be more likely to contribute to your cause.
But take a look at these statistics to get a better idea of what we’re talking about!
Email Fundraising Statistics for Nonprofits from M+R Benchmarks:
25. For every 1,000 fundraising messages nonprofits sent, nonprofits brought in $78. That’s actually a major 35% increase from 2019.
26. Email list sizes rose by 3% in 2020.
27. The average nonprofit sent an average of 59 emails per subscriber in 2020. That’s a 17% increase in the number of emails sent.
28. Overall email open rates were at 21%, which is an increase of 9% since 2019.
Unsubscribe rates decreased to 0.18%, which is a 5% decrease.
Email Fundraising Statistics for Nonprofits from Global Trends in Giving Report by Funraise
29. 33% of donors claim that email is the communication tool that most inspires them to give! That’s up from 31% back in 2018.
That’s even above social media, which came in at 18% and a website, which topped out at 16%.
30. 48% of donors said regular email communication is the communication method most likely to encourage repeat donations.
That’s higher than social media communication, which was rated at 18%.
What Do These Email Fundraising Statistics Mean for Your Nonprofit?
Simply put, the data shows that email marketing is not dead. It’s still one of the top-performing online fundraising for nonprofits strategies you can take part in.
However, these statistics are showing that more email marketing strategy is needed to produce the high results of email fundraising.
The overall main takeaway from all of these statistics is that online fundraising for nonprofits is still on the rise!
And it’s not too late to jump on board this digital marketing and fundraising train. We think if you keep up with a digital marketing strategy for your nonprofit, you’ll see a rise in donations over the next few years.
Want more related to nonprofit online fundraising? Check out these posts!
The Top 6 Nonprofit Online Fundraising Best Practices to Meet Your Monthly Goals
The 7 More Important Tools You Need for a Successful Nonprofit Virtual Fundraising Event
The 9 Best Practices for Nonprofit Website Design to Make a Great First Impression