Sponsored by Raisely — the fundraising platform built for nonprofits who want smarter campaigns, stronger donor relationships, and more impact.

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Why 2025 Fundraising Benchmarks Matter for Nonprofits

Before we dive in, benchmarks are a mirror and a map. They help you see where you stand and chart where you could go. Raisely’s 2025 Fundraising Benchmarks Report lands as nonprofits face economic headwinds, competing causes and rising donor expectations. Packed with the latest nonprofit fundraising statistics, the study doubles as your digital fundraising strategy guide in 2025.

About the Report & Methodology

• 13,000 campaigns across appeals, peer‑to‑peer, giving days and events
• $250 million processed in the last 24 months
• 2,800 organisations around the globe
• 250 fundraising professionals from 13 countries and 30+ causes sharing qualitative insights

All currency is in USD for apples‑to‑apples comparison. The report analysed organisations active in both 2023 and 2024 to spotlight real momentum.

2024 Digital Fundraising Performance at a Glance

The report shows that fundraising growth is happening, but it’s not evenly spread: 49% of organizations grew their revenue in 2024, while 24% held flat, and 26% declined.

Median digital income nudged up 6%, echoing 2023, but the average hides a wide range. 1 in 4 nonprofits grew 75%, while the top 5% rocketed 267%, proving big leaps are possible even in tough times.

Why does that spread matter? Because it proves growth isn’t reserved for mega‑charities; it rewards clarity, focus and agility. The 2025 nonprofit benchmarks show that successful teams ran regular campaigns, carved out staff time to focus on fundraising and prioritized value over volume.

Whether you’re launching an appeal, planning a peer-to-peer campaign, or looking to increase donor retention, these four takeaways will help your nonprofit stay focused, informed, and ready to grow.

1. Fundraising Appeals Are Accelerating

Nonprofit campaigns are raising funds earlier than ever. In 2024, the typical campaign raised 75% of its total by Week 4, shaving two weeks off the average timeline from 2023.

What’s driving the pace:

• Urgency techniques like matched giving periods and Giving Days gets donations coming in faster.
• Cross-channel strategy that builds early awareness on social and drives conversions via email and search.
• Audience segmentation with tailored appeals with personalized messaging makes the ask relevant and gets higher donations.

📌 Action Step: Plan your campaign rollout to peak earlier. Build momentum through a coordinated multi-channel launch and make your deadlines visible from day one.

2. Layered Fundraising Strategies Multiply Campaign Results

Fundraising tactics don’t work in isolation. When used together, they dramatically increase results — without more ad spend or outreach.

Key findings from the benchmarks:

• Matched giving boosts revenue by 3.7×
• Recurring giving prompts can double total donations
• Optimized donation forms (like Raisely’s donation form) increase revenue by 60%

🚀 When nonprofits combined all three, the results were exponential.

📌 Action Step: Before your next campaign, add a recurring giving ask, audit your donation form for friction, and align your messaging with a match period if possible.

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📥 Download the Full Report

Get all the data, benchmarks, and expert insights in one place. Download the 2025 Fundraising Benchmarks Report:

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3. Peer-to-Peer Fundraising In 2025 Is Evolving

Peer-to-peer (P2P) fundraising remains a powerful tool — but success depends on how you support participants.

In 2024:

• Campaigns using P2P grew 18% in volume
• Profile activation rate held steady at 76%
• Dollars per participant dropped 20%, to $159

The 2025 peer-to-peer benchmarks only capture one side of the story. High‑growth orgs treat P2P as community activation, not just fundraising.

What successful nonprofits are doing differently:

• Focus on quality over quantity: Support a smaller group of active fundraisers with tools and encouragement
• Holistic experience: Enable participants with educational resources and tips on how to fundraise to maximize each supporter’s potential.
• Ongoing communication: Use email and SMS to guide fundraisers from signup to success
• Encourage social storytelling: Help fundraisers post on social platforms with pre-built templates and tips

📌 Action Step: Think beyond signups. Create a simple engagement plan that includes welcome messages, mid-campaign nudges, and a post-campaign thank you.

4. From Acquisition to Retention: Value Over Volume

Retention and recurring giving are now leading priorities for successful fundraising programs. Why? Because volume without strategy can drain time and resources.

Acquisition without nurture pours water into a leaky bucket. The game is no longer about doing more; it’s about doing it more strategically. Crafting a journey that feels intentional, seamless, and designed for meaningful engagement can increase the lifetime value of your donors and improve your ROI.

The report also brings extra insights about how nonprofits are leveraging artificial intelligence. Going beyond built-in features and daily tasks, AI is powering a new approach: audience-first fundraising, equipping fundraisers with better signals and sharper timing for stronger performance.

Key stat:

47% of fundraisers say AI is their top digital opportunity in 2025 — and they’re using it to:

• Suggest intelligent donation amounts
• Smart donor segments based on behavior
• Create content and automate touchpoints for stronger supporter journeys

📌 Action Step: Map your donor lifecycle. Focus on what happens after someone donates — and how you can turn that moment into a relationship.

🧭 Donation Benchmarks: Use to Guide, Not Compare

These global donation benchmarks are a starting point — not a scoreboard. They show what’s possible and where smart strategy pays off. Use them to identify your strengths, spot gaps, and set smarter goals.

From Insights to Action — Four Fundraising Planning Questions:

The report shows that fundraising success “is rooted in how strategically you design your campaigns, how well you understand your donors, and how intentionally you align every element of your strategy.”

To turn insights into action, bring to your team these quick discussion starters:

1. Are we creating a fundraising experience that feels personal, or is it just a transaction? What signals are our donors sending that we might be missing?
2. Which strategies are driving real connection, and which are just keeping us busy?
3. If we stopped doing something next year, would our donors even notice?
4. Where could we simplify, and where should we invest more time, care, and creativity to truly resonate?

📊 Download the Full 2025 Fundraising Benchmarks Report

Download the 2025 Fundraising Benchmarks Report and watch the on‑demand webinar to benchmark your numbers, sharpen strategy and set targets that reflect the future of fundraising.