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

  • 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. [DonorDirect]
  • 48% of donors cite email as their preferred method of hearing updates and 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]
  • 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 current donor retention rate is 41.9%. [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 $0.50 USD. [M+R Benchmarks]

Online Giving

  • Giving is predicted to increase by 4.2% in 2024, followed by a 3.9% increase in 2025. [Lilly Family School of Philanthropy]
  • The average gift made on desktop devices is $137; for mobile users, the average gift is $83. [M+R Benchmarks]
  • 33% of online donations were made on a mobile device in 2023. [M+R Benchmarks]
  • 26% of all online giving occurs in December and donations made on December 31 accounted for 5% of 2023 revenue. [M+R Benchmarks]
  • 33% 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%)
  • $222 is the median amount raised by one-time peer-to-peer fundraisers; $501 is the median amount raised by return fundraisers. [Classy]
  • GivingTuesday 2023 raised $3.1 billion—only 0.6% higher than 2022—and 10% fewer people participated. [GivingTuesday]

Monthly Giving

  • The average monthly gift is $24. [M+R Benchmarks]
  • Monthly giving accounts for 31% of all online revenue. [M+R Benchmarks]
  • 16% of nonprofits use pop-ups to prompt one-time donors to become monthly donors. [Nonprofit Tech for Good Report]
  • ACH monthly donors are retained for 20% longer because there is no expiration date like credit cards. [Classy]

Website Fundraising

  • Visitors on desktop devices make up the majority of donation transactions (63%) and revenue (75%). [M+R Benchmarks]
  • 0.23% of organic website visitors made a donation, generating an average of $0.77 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]
  • 50% of online donors will opt-in to pay credit card processing fees. [Classy]
  • 72% of individuals say that the presence of a charity rating badge on a donation page increases their likelihood of giving.

Email Fundraising

  • 26% of donors say that email is the tool that most inspires them to give (25% social media, website 17%, print 13%). [Global Trends in Giving Report]
  • 45% of online donors say that email is the communication method most likely to inspire repeat donations (25% social media, 13% print, 10% a handwritten note, 7% a phone call). [Global Trends in Giving Report]
  • Email messaging results in 16% of all online revenue in 2023. [M+R Benchmarks]
  • For every 1,000 fundraising messages sent, nonprofits raised $76 in 2023.  [M+R Benchmarks]
  • Email revenue on Giving Tuesday declined by 18% in 2022. [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 1.1% of all online revenue for nonprofits in 2022. [M+R Benchmarks]
  • 89% of donors who have donated through Facebook Fundraising Tools say they are likely to do so again. [Global Trends in Giving Report]
  • 93% of donors who have donated through Instagram Fundraising Tools say they are likely to do so again. [Global Trends in Giving Report]
  • The average Facebook Fundraiser has four gifts that average $34 USD. [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.