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%). [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 2025 was 43.3% — up 43.1% from 2024. [Fundraising Effectiveness Project]
• Frequent, consistent communication with online donors results in a 41.5% increase in revenue. [NextAfter]
• 59% of nonprofits have a monthly giving program — up from 57% in 2023. [2026 Nonprofit Tech for Good Report]
• 41% of nonprofits have a tribute giving program — up from 22% in 2019. [2026 Nonprofit Tech for Good Report]
• 32% of nonprofits utilize peer-to-peer fundraising — down from 45% in 2023. [2026 Nonprofit Tech for Good Report]
• 55% nonprofits regularly uses QR codes for fundraising. [2026 Nonprofit Tech for Good Report]
• The average return on ad spend (ROAS) for fundraising ads on Meta platforms is $0.76 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. [Trends in Giving Report by Blackbaud]
• The average gift made on desktop devices is $168; for mobile users, the average gift is $88. [M+R Benchmarks]
• A donor who you can contact only via the mail gives an average of $107 annually. [Avid Fundraising Benchmarks]
• 43% of online donations were made on a mobile device in 2025. [M+R Benchmarks]
• 9% of nonprofits utilize AI-empowered smart donation forms. [2026 Nonprofit Tech for Good Report]
• 5% of nonprofits utilize AI-empowered real-time fundraising intelligence. [2026 Nonprofit Tech for Good Report]
• The average nonprofit raises $1.11 per email contact — $6.15 for small nonprofits, $0.88 for large nonprofits. [Neon One Nonprofit Email Report]
• 37% of annual online revenue is raised in December and December 31 accounts for 4% of annual online revenue. [M+R Benchmarks]
• 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%). [Online Donor Feedback Survey]
• The average amount raised by peer-to-peer fundraisers is $244. [Raisely]
• GivingTuesday 2025 raised $4 billion — a 13% increase from GivingTuesday 2024’s total of $3.6 billion. [GivingTuesday]

Monthly Giving

• The average monthly gift is $30. [Neon One Recurring Donor Report]
• Monthly giving accounts for 27% of all online revenue. [M+R Benchmarks]
• 36% of nonprofits use pop-ups to prompt one-time donors to become monthly donors. [2026 Nonprofit Tech for Good Report]
• 91% of donors use a credit card for their monthly gifts, 8% use ACH, and 1% use PayPal. [Neon One Recurring Giving Report]

Website Fundraising

• Visitors on desktop devices make up the majority of donation transactions (57%) and revenue (72%). [M+R Benchmarks]
• 1.6% of website visitors made a donation in 2025, generating an average of $1.33 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. [Great Nonprofits]

Email Fundraising

• 33% of donors say that email is the tool that most inspires them to give (29% social media, website 17%, print 9%). [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 16% of all online revenue in 2025 — up from 11% in 2024. [M+R Benchmarks]
• For every 1,000 fundraising messages sent, nonprofits raised $54 in 2025. [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. [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. [Online Donor Feedback Survey]
• The average Facebook Fundraiser has three gifts that average $36 USD — $108 USD in total. [M+R Benchmarks]
• 38% of nonprofits actively use Meta’s Facebook Fundraising Tools — up from 32% in 2023. [2026 Nonprofit Tech for Good Report]
• 26% of nonprofits actively use Meta’s Instagram Fundraising Tools — up from 11% in 2023. [2026 Nonprofit Tech for Good Report]

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]

Packed with practical advice and customized for nonprofits with limited time and financial resources, the 2027 Certificate in Digital Marketing & Fundraising program covers the fundamentals of website and email marketing, online fundraising, and social media.