2025 Online Fundraising Statistics for Nonprofits

A supplemental post to 101 Digital Marketing & Fundraising Best Practices for Nonprofits, the statistics listed below can guide your nonprofit in creating and maintaining a successful online fundraising strategy.

Online Fundraising Strategy

  • 33% of donors say that email is the tool that most inspires them to give (29% social media, website 17%, print 9%). [2025 Online Donor Feedback Survey]
  • 72% of individuals say that the presence of a charity rating badge increases their likelihood of giving. [Great Nonprofits]
  • 84% of online donors are more likely to give if their donations are matched by their employer. [Double the Donation]
  • The average donor retention rate in 2024 was 45% – down 2.6% from 2023. [Fundraising Effectiveness Project]
  • Frequent, consistent communication with online donors results in a 41.5% increase in revenue. [NextAfter]
  • The average return on ad spend (ROAS) for fundraising ads on Meta platforms is $0.48 USD. [M+R Benchmarks]
  • 93% of nonprofits believe that a strong brand identity has a positive impact on donor engagement. [99designs]
  • 75% of donors look for concrete information about a nonprofit’s achievements before making a decision to give. [Root Cause]

Online Giving

  • Online giving accounts for 13.4% of small nonprofits’ total revenue, 8.3% for medium nonprofits, and 4.1% for large nonprofits. [2024 Trends in Giving Report by Blackbaud]
  • The average gift made on desktop devices is $145; for mobile users, the average gift is $76. [M+R Benchmarks]
  • 45% of online donations were made on a mobile device in 2024. [M+R Benchmarks]
  • The average nonprofit raises $1.11 per email contact – $6.15 for small nonprofits, $0.88 for large nonprofits. [Neon One Nonprofit Email Report]
  • 25% of annual online revenue is raised in December and donations made on December 29, December 30, and December 31 account for 10% of annual online revenue. [Neon One]
  • 46% of online donors give tribute gifts to family and friends. Donors are most interested in giving tribute gifts as memorials (43%), birthday gifts (25%), and for religious holidays (10%). [2025 Online Donor Feedback Survey]
  • The average amount raised by peer-to-peer fundraisers is $244. [Raisely]
  • GivingTuesday 2024 raised $3.6 billion – a 16% increase from GivingTuesday 2023’s total of $3.1 billion. [GivingTuesday]

Monthly Giving

Website Fundraising

  • Visitors on desktop devices make up the majority of donation transactions (55%) and revenue (70%). [M+R Benchmarks]
  • 1.5% of website visitors made a donation in 2024, generating an average of $1.29 per visitor. [M+R Benchmarks]
  • 68% of online donors most trust websites and email addresses that use the .org domain. [Global Trends in Giving Report]
  • 55% of online donors will opt-in to pay credit card processing fees. [GoFundMe Pro]
  • 72% of individuals say that the presence of a charity rating badge on a donation page increases their likelihood of giving.

Email Fundraising

  • 33% of donors say that email is the tool that most inspires them to give (29% social media, website 17%, print 9%). [2025 Online Donor Feedback Survey]
  • 48% of donors cite email as their preferred method of hearing updates and receiving fundraising appeals from the organization. Direct mail was the second most preferred channel at 21%, followed by social media (17%), text messaging (8%), and phone calls (2%). [Neon One Nonprofit Email Report]
  • Email messaging resulted in 11% of all online revenue in 2024 – down from 14% in 2023. [M+R Benchmarks]
  • For every 1,000 fundraising messages sent, nonprofits raised $58 in 2024.  [M+R Benchmarks]
  • Donor retention increases by 29% for offline donors when you have their email address. [NextAfter]

Social Media Fundraising

  • Giving through Facebook Fundraising Tools resulted in 0.2% of all online revenue for nonprofits in 2024 – down from 1.1% in 2023. [M+R Benchmarks]
  • 38% of online donors have donated to a nonprofit through Facebook. Of those, 70% say that they will do so again in the future. [2025 Online Donor Feedback Survey]
  • 12% of online donors have donated to a nonprofit through Instagram. Of those, 83% say that they will do so again in the future. [2025 Online Donor Feedback Survey]
  • The average Fundraiser has three gifts that average $36 USD — $108 USD in total. [M+R Benchmarks]

Online Donors

  • 54% of US households donate to charity. [YouGov]
  • 51% of donations are made by women and 63% of GivingTuesday donations are made by women. [Women’s Philanthropy Institute]
  • 88% of the Silent Generation gives to charity, donating an annual average of $1,367 across 6.2 organizations. [AARP]
  • 72% give to charity, donating an annual average of $1,212 across an average of 4.5 organizations. [AARP]
  • Gen X donates an average annual gift of $732 across four charities and leads in annual volunteer hours served. [Nonprofit Pro]
  • 84% give to charity, donating an annual average of $481 across 3.3 organizations. [AARP]
  • 8% of donors give stock or mutual funds to nonprofits and 4% donate to Donor-Advised Funds (DAFs). [Global Trends in Giving Report]
  • 66% of donors worldwide volunteer with nonprofits. Of those, 73% donate to the nonprofits they volunteer for. [Global Trends in Giving Report]
  • Affluent households give an average of $34,917 to charity. [Bank of America Study of Philanthropy]

The 2025 Certificate in Digital Marketing & Fundraising program covers the fundamentals of website and email marketing, online fundraising, and social media. Packed with practical advice and customized for nonprofits with limited time and financial resources, the total cost is $159 USD.