Digital Marketing Agency | Nonprofits Source
Digital Marketing Agency | Nonprofits Source

Online Fundraising Statistics For Nonprofits

Online Charitable Giving Statistics 2018 - Nonprofits Source

  • Overall online revenue increased by 23% in 2017, accelerating from 15% growth the previous year.
  • Every sector tracked saw at least 15% online revenue growth, with particularly large gains for Environmental (34%) and Rights (37%) nonprofits.
  • Nonprofits received an average of 28% more online gifts in 2017 than 2016.
  • On average, 38% of donors who made an online gift to a nonprofit in 2016 made an online gift again to that nonprofit in 2017.
  • Retention was 25% for donors who made their first gift in 2016, and 60% for repeat donors (who gave at least one gift before 2016, and again in 2016).
  • Revenue from one-time gifts increased by 19% in 2017.
  • Remarketing on Facebook, Google Adsense, Twitter, or LinkedIn can increase traffic to your donation pages.
  • In one case study, a nonprofit used Custom Facebook Audiences to drive 63% more online donations.
  • Revenue from monthly giving grew 23% compared to 13% growth for one-time giving.
  • Pre-selecting monthly giving on your donation page can increase conversions of monthly donations by up to 35%.
  • Email messaging accounted for 26% of all online revenue.
  • Live Chat Support increase audience engagement rates to drive 45% more opt-in conversions.
  • For every 1,000 fundraising messages sent, nonprofits raised $42.
  • There were noticeable differences in this metric by nonprofits’ size. Small nonprofits (under 100,000 email subscribers) received $71 per 1,000 fundraising emails sent; Medium nonprofits (100,000–500,000 email subscribers) received $36; and Large nonprofits (over 500,000 subscribers) received $32.

Online Giving Continues 6 Years Of Growth

  • Online giving grew 12.1% in 2017.
  • Online giving has seen consistent year over year growth:
    • 2012: $19.2 billion
    • 2013: $21.2 billion
    • 2014: $24.1 billion
    • 2015: $25.8 billion
    • 2016: $27.8 billion
    • 2017: $31 billion
  • 54% of donors worldwide prefer to give online with a credit or debit card.
    • 11% prefer direct mail.
    • 11% prefer cash.
    • 10% prefer bank/wire transfer.
    • 9% prefer Paypal.
    • 4% prefer mobile app/wallet.
    • 1% prefer text message.
  • $128 dollars is the average online donation amount.
  • $326 dollars is the average annual donation total for recurring donors.
  • 67% of nonprofits across the globe are set up to accept online donations.
  • On December 31st, online giving is concentrated between 12 PM and 7 PM.
  • On December 31%, online giving is concentrated between 12PM – 7PM.
  • Custom-branded donation pages nested inside a nonprofit’s website raise 6X more money.
  • Only 3% of charities rate their board and executive leadership as being digitally savvy.
  • 66% of charities are worried they will miss out on opportunities for digital fundraising.
  • Direct mail motivated 36% more donors to give online in 2016 compared to previous year.
  • 51% of high-wealth donors ($200k+) prefer to give online.
  • 34% of nonprofits have paid for advertising on social media.
  • 21% of donations are directly through social.

Monthly Giving Statistics

  • 45% of donors enrolled in a monthly giving program.
  • The average monthly online donation is $52 ($624 per year) compared to the average one-time gift of $128.
  • Monthly giving revenue increased by 40% in 2017.
  • Monthly giving accounted for 14% of all online revenue in 2016, and 16% of online revenue in 2017.
  • Donors that set up recurring donations give 42% more annually, compared to one-time donations.
  • 52% of Millennials are more likely to give monthly over a large one-time donation.

Nonprofit Website Engagement

  • Nonprofits raised $1.13 per website visitor in 2017.
  • International nonprofits raised the most, $4.11 per visitor, while the Rights sector had the lowest revenue per visitor at $0.31.
  • Overall, 1.1% of website visitors made a donation, an increase of 18% over 2016.
  • Website traffic declined slightly in 2017, with 1.4% fewer visitors per month.
  • Half of nonprofit website traffic came from mobile and tablet users.

General Online Fundraising Statistics

  • Only 3% of charities rate their board and executive leadership as being digitally savvy.
  • 66% of charities are worried they will miss out on opportunities for digital fundraising.
  • Direct mail motivated 36% more donors to give online in 2016 compared to previous year.
  • 51% of high-wealth donors ($200k+) prefer to give online.
  • 34% of nonprofits have paid for advertising on social media.
  • 21% of donations are directly through social.

Read the full list of charitable giving statistics