The Open Data Project [español, français] seeks to gain a better understanding of how nonprofits, NGOs, and charities worldwide use technology for digital marketing and fundraising. At the core of the project is the Global NGO Technology Survey and the data below is based on the survey responses of 1,576 digital marketers and fundraisers that work in the nonprofit sector worldwide.

From a list of nine commonly used digital fundraising tools, survey respondents were asked if the tools raised more money than expected in 2021, less money than expected, or the amount of money expected. The results are featured below. When planning your 2022 fundraising strategy, you can use this data to help gauge your expectations.

To access the complete data, please take the Global NGO Technology Survey and then visit the Open Data Project Hub.

To receive future updates about the Global NGO Technology Survey data, please sign up for Nonprofit Tech for Good’s email newsletter.


1. Email Fundraising Appeals

  • 9%: Our organization has raised significantly more money than we expected.
  • 24%: Our organization has raised slightly more money than we expected.
  • 36%: Our organization has raised the amount of money we expected.
  • 20%: Our organization has raised slightly less money than we expected.
  • 11%: Our organization has raised significantly less money than we expected.

2. Monthly Giving Programs

  • 8%: Our organization has raised significantly more money than we expected.
  • 22%: Our organization has raised slightly more money than we expected.
  • 34%: Our organization has raised the amount of money we expected.
  • 21%: Our organization has raised slightly less money than we expected.
  • 15%: Our organization has raised significantly less money than we expected.

3. Peer-to-Peer Fundraising

  • 10%: Our organization has raised significantly more money than we expected.
  • 23%: Our organization has raised slightly more money than we expected.
  • 33%: Our organization has raised the amount of money we expected.
  • 23%: Our organization has raised slightly less money than we expected.
  • 11%: Our organization has raised significantly less money than we expected.

4. Crowdfunding

  • 16%: Our organization has raised significantly more money than we expected.
  • 18%: Our organization has raised slightly more money than we expected.
  • 23%: Our organization has raised the amount of money we expected.
  • 18%: Our organization has raised slightly less money than we expected.
  • 25%: Our organization has raised significantly less money than we expected.

5. Online Auctions

  • 12%: Our organization has raised significantly more money than we expected.
  • 30%: Our organization has raised slightly more money than we expected.
  • 30%: Our organization has raised the amount of money we expected.
  • 18%: Our organization has raised slightly less money than we expected.
  • 10%: Our organization has raised significantly less money than we expected.

6. Online Raffles and Sweepstakes

  • 15%: Our organization has raised significantly more money than we expected.
  • 20%: Our organization has raised slightly more money than we expected.
  • 34%: Our organization has raised the amount of money we expected.
  • 22%: Our organization has raised slightly less money than we expected.
  • 9%: Our organization has raised significantly less money than we expected.

7. #GivingTuesday

  • 11%: Our organization has raised significantly more money than we expected.
  • 22%: Our organization has raised slightly more money than we expected.
  • 22%: Our organization has raised the amount of money we expected.
  • 25%: Our organization has raised slightly less money than we expected.
  • 20%: Our organization has raised significantly less money than we expected.

8. Facebook Charitable Giving Tools

  • 14%: Our organization has raised significantly more money than we expected.
  • 22%: Our organization has raised slightly more money than we expected.
  • 31%: Our organization has raised the amount of money we expected.
  • 21%: Our organization has raised slightly less money than we expected.
  • 12%: Our organization has raised significantly less money than we expected.

9. Instagram Charitable Giving Tools

  • 7%: Our organization has raised significantly more money than we expected.
  • 2%: Our organization has raised slightly more money than we expected.
  • 34%: Our organization has raised the amount of money we expected.
  • 32%: Our organization has raised slightly less money than we expected.
  • 25%: Our organization has raised significantly less money than we expected.

Why the Open Data Project?

Most research about digital marketing and fundraising in the nonprofit sector is based on data from wealthy nations and thus often not applicable to charitable organizations worldwide. The Open Data Project [españolfrançais] was created to address that lack of diversity in data.

Open Data Project Sponsors

Eventgroove is a one-stop platform for virtual, hybrid, and in-person events that offers event management, online fundraising, ticketing, and online storefronts for print and digital merchandise.

Funraise combines every fundraising tool that nonprofits need for success—in one easy-to-use platform. Get started with free fundraising tools. Upgrade as you grow.

About the Author

Heather Mansfield is the founder and editor-in-chief of Nonprofit Tech for Good and producer of the Certificate in Digital Marketing & Fundraising program. Fueled by a strong passion for the Internet, Heather spends her days (and some nights) helping nonprofits, charities, and NGOs worldwide utilize the internet as a tool for social good.

[DATA] 9 Popular Digital Fundraising Tools and How They Performed in 2021