Important Nonprofit Fundraising Statistics to Know

|6 min read Uncategorized

It’s valuable to look over statistics related to your industry so you can stay informed of emerging patterns and trends. What’s on the horizon, and what’s falling to the wayside? When it comes to the nonprofit arena, charity fundraising statistics can provide valuable insights that can help your nonprofit refine its fundraising strategy and increase donations. The below nonprofit fundraising statistics aim to do just that. 

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Charity donation statistics

  • The amount that foundations gave in 2018 increased by 7.3%, according to Giving USA.
  • Wealthy households aren’t the only ones giving to charity. According to a social fundraising data report, 92% of donors to certified charity fundraisers on GoFundMe were from middle-class households. 
  • In 2019, Giving Tuesday donations increased to $511 million from $400 million the previous year. Total online and offline giving was estimated at $1.97 billion, according to the GivingTuesday Data Collaborative.

Three key takeaways on donations

  1. Charitable giving from foundations is increasing, so be on the lookout for grant opportunities. These donations can be competitive, so finding a talented grant writer is key. Don’t have the time or budget to pursue foundation grants? Try reaching out to companies for in-kind donations.
  2. Do you know who your donors are? It’s not uncommon to assume most of your donations are coming from wealthy households, but you may be surprised to find that middle-class households make up the bulk of your donor base. Dive into your donation data and find out the main demographic of your supporters, then tailor your fundraising strategy accordingly.
  3. Giving Tuesday campaigns are here to stay, and it seems like every year the one-day giving bonanza only gains more traction. Does your nonprofit have a comprehensive year-end giving strategy? Be sure you’ve nailed this down ahead of the big day, and learn how to retain donors beyond Giving Tuesday.

Statistics on fundraising and technology

  • According to NextAfter, when nonprofits employed a pop-up asking for a donor to become a recurring, monthly donor, the result was a 64% increase in monthly donations.
  • Thirty-five percent of email recipients use an email subject line as the deciding factor on whether or not to open it, according to HubSpot.
  • According to Nonprofit Tech For Good, 67% of nonprofits worldwide accept online donations, but only a mere 6% accept digital wallet or mobile payments.

Three key takeaways on fundraising and technology

  1. Trying to boost donor retention is on every nonprofit’s to-do list—and now you know what can capture a 64% increase in monthly donations. If your organization doesn’t already have a recurring donation pop-up in the check-out flow, now is the time to get that feature up and running.
  2. Email has become an increasingly important method for capturing new donors, and the subject line is the key to getting more clicks. Be sure to try A/B testing with several different subject lines, and consider throwing in an emoji or two in your subject line, as these can lead to higher open rates.
  3. The world is moving to mobile—is your nonprofit able to keep up? You need to be able to capture donations when people are feeling the most inspired, no matter where that is or what device they’re using.

Statistics on giving trends

  • Advocacy groups saw a surge in donations after the first 100 days of the Trump administration, according to Charity Navigator. Organizations like the ACLU saw donations increase by a staggering 8,000%, while Planned Parenthood saw donations increase by 1,000%.
  • Online giving is still the most popular method for donors when it comes to being charitable. According to Nonprofit Tech For Good, 54% of donors worldwide prefer giving online with a debit or credit card.
  • Users on mobile devices accounted for 48% of all traffic to nonprofit websites in 2018, but accounted for just 30% of gifts and 21% of revenue, according to an M+R Benchmark study.

Three key takeaways on giving trends

  1. 2020 will be another polarizing year in politics, with more expected “rage philanthropy.” If your nonprofit’s values align with any of the political topics on the table in the 2020 election, work on a marketing strategy that will give people a positive outlet for their frustration.
  2. Since online giving is here to stay, is your nonprofit’s website fully optimized to attract donations? Do a full site audit and take note of where you receive your most traffic. Then, you can place meaningful donate buttons on these pages to encourage even more giving.
  3. Even though nearly half of all traffic to nonprofit websites comes from mobile, that only accounted for 30% of gifts. What can your organization do to boost mobile donations? Is your website optimized for mobile? Take a serious look at your check-out flow on mobile and work with your engineering team to ensure it’s not a rocky experience for users.

Stats on Gen Z and millennials

  • Gen Z individuals have a high volunteer rate of 26.4%—significantly higher than other generations, according to the Bureau of Labor Statistics
  • According to CNN, millennials are now the largest demographic in the country, representing a quarter of the US population.
  • Having less cash than other generations because of high student loan debt, Millennials prefer in-kind donations (41%) and volunteering their time (27%), according to The Street.

Three key takeaways on Gen Z and millennials 

  1. It’s time to get Gen Z population involved with your nonprofit, if they aren’t already. Think of ways to target this group in marketing campaigns, and utilize peer-to-peer fundraising as a simple option that would appeal to Gen Z.
  2. With millions of millennials in the US, it’s critical to think of unique ways to get them involved with your nonprofit, both as donors, volunteers, and employees. From a hiring perspective, how can you make your organization an appealing place to work to this generation? Consider flexible work hours and remote work schedules.
  3. Cash-strapped millennials may not be able to contribute much through debit and credit cards, but they’re more than willing to give their time and useful items like food, clothes, and more. If your organization doesn’t have a robust program for in-kind donations, or it’s not well advertised, it might be time to get to work.

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About Jenna Davis

I'm passionate about helping both nonprofits and supporters find new and creative ways to make a difference in the world.