Nonprofit Marketing and Fundraising Statistics: 35 Verified Data Points for 2026
This research brief compiles verified statistics on nonprofit digital marketing and fundraising performance, covering online giving growth, email and social and web fundraising benchmarks, donor retention, channel response rates, and donation page conversion. Every figure is attributed to its publisher and year, and the dominant digital benchmark used here, the M+R Benchmarks Study, is flagged throughout because it reflects a self-selected participant sample rather than the full nonprofit sector.
Executive Summary
- U.S. charitable giving totaled $592.50 billion in 2024, up 6.3% in current dollars and 3.3% adjusted for inflation (Source: Giving USA 2025, Indiana University Lilly Family School of Philanthropy).
- For the average nonprofit in the M+R sample, online revenue rose 15% in 2025, the strongest year-over-year gain in the study in recent years (Source: M+R Benchmarks 2026, sample of 180 nonprofits).
- Online revenue for the average M+R participant rose 2% in 2024, recovering from a 1% decline in 2023 (Source: M+R Benchmarks 2025).
- Online giving processed through Blackbaud platforms grew 2.2% in 2024, based on more than 8,500 organizations and over $55 billion in fundraising revenue (Source: Blackbaud Institute, 2024 data, released March 2025).
- Monthly giving accounted for 31% of all online revenue for the average M+R participant in 2024 (Source: M+R Benchmarks 2025).
- Overall donor retention declined 2.6% in 2024, and the number of donors fell 4.5%, even as fundraising dollars rose 3.5% (Source: Fundraising Effectiveness Project, AFP, Q4 2024 report).
- Donation page conversion averaged 11% on desktop and 8% on mobile for M+R participants in 2024 (Source: M+R Benchmarks 2025).
- Individual giving reached $392.45 billion in 2024, roughly two-thirds of all U.S. charitable giving (Source: Giving USA 2025).
Key Findings
- U.S. charitable giving reached $592.50 billion in 2024, a 6.3% nominal increase over 2023 (Source: Giving USA 2025).
- Individuals gave $392.45 billion in 2024, up 8.2% nominally and 5.1% adjusted for inflation (Source: Giving USA 2025).
- Foundation giving was $109.81 billion in 2024, up 2.4% nominally but down 0.5% adjusted for inflation (Source: Giving USA 2025).
- Corporate giving hit a record $44.40 billion in 2024, up 9.1% nominally (Source: Giving USA 2025).
- Bequest giving was $45.84 billion in 2024, down 1.6% nominally (Source: Giving USA 2025).
- Online revenue for the average M+R participant grew 15% in 2025 (Source: M+R Benchmarks 2026, sample of 180 nonprofits).
- Mobile revenue surged 48% and one-time revenue rose 17% for M+R participants in 2025 (Source: M+R Benchmarks 2026).
- December accounted for 37% of annual online revenue for M+R participants in 2025 (Source: M+R Benchmarks 2026).
- Online revenue rose 2% in 2024 for M+R participants, after a 1% decline in 2023 (Source: M+R Benchmarks 2025).
- Monthly giving made up 31% of all online revenue for M+R participants in 2024 (Source: M+R Benchmarks 2025).
- Donation page conversion averaged 11% on desktop versus 8% on mobile for M+R participants in 2024 (Source: M+R Benchmarks 2025).
- Online giving on Blackbaud platforms grew 2.2% in 2024, with a mean online gift of $197 (Source: Blackbaud Institute, 2024 data).
- Overall donor retention fell 2.6% in 2024 while the donor count dropped 4.5% (Source: Fundraising Effectiveness Project, AFP, Q4 2024).
- Major and supersize donors were 3.1% of all donors but accounted for 77.7% of total fundraising in 2024 (Source: Fundraising Effectiveness Project, AFP, Q4 2024).
- For every 1,000 fundraising messages sent in 2025, M+R participants raised an average of $54 (Source: M+R Benchmarks 2026, via Nonprofit Tech for Good).
Total Giving and Market Size
Giving USA, produced by the Indiana University Lilly Family School of Philanthropy, is the primary annual estimate of total U.S. philanthropy and the most authoritative figure for sizing the sector. It measures dollars given across all channels, not just digital.
U.S. charitable giving reached $592.50 billion in 2024 (Source: Giving USA 2025). That total grew 6.3% in current dollars and 3.3% adjusted for inflation in 2024 (Source: Giving USA 2025). Individual giving of $392.45 billion represented roughly two-thirds of the 2024 total (Source: Giving USA 2025). Foundation giving was $109.81 billion, bequests $45.84 billion, and corporate giving $44.40 billion in 2024 (Source: Giving USA 2025). The report attributed much of the 2024 increase to stock market gains and GDP growth, which means a portion of the rise reflects asset appreciation rather than broader donor participation, a limitation given that donor counts fell over the same period.
Online Giving Growth
Two independent sources track online giving growth, and they differ in scope. Blackbaud Institute measures transactions on its own platforms across thousands of organizations, while M+R measures a smaller, self-selected set of mostly larger nonprofits that opt into its study.
Online giving on Blackbaud platforms grew 2.2% in 2024, based on more than 8,500 organizations and over $55 billion in fundraising revenue (Source: Blackbaud Institute, 2024 data). The mean online gift was $197 in 2024 on Blackbaud platforms (Source: Blackbaud Institute, 2024 data). For the M+R participant sample, online revenue rose 2% in 2024 after a 1% decline in 2023 (Source: M+R Benchmarks 2025). For the same sample, online revenue then rose 15% in 2025 (Source: M+R Benchmarks 2026). The large 2025 jump in the M+R sample is notable, and M+R researchers tied part of the surge in public media and hunger and poverty organizations to federal funding cuts and crisis-driven giving, which limits how far the 15% figure generalizes to the whole sector.
Email Fundraising Benchmarks
Email remains a core digital channel but its per-message productivity has been under pressure. The figures below come from the M+R participant sample.
For every 1,000 fundraising emails sent in 2024, M+R participants raised $58, a 10% drop from the prior year (Source: M+R Benchmarks 2025). For every 1,000 fundraising messages sent in 2025, the average fell to $54 (Source: M+R Benchmarks 2026, via Nonprofit Tech for Good). Email messaging generated 16% of online revenue in 2025, up from 11% in 2024 (Source: M+R Benchmarks 2026, via Nonprofit Tech for Good). Email list size grew 3% over the course of 2024 for M+R participants (Source: M+R Benchmarks 2025). The pattern points to a channel where total revenue contribution is rising while per-message yield is declining, which suggests list quality and deliverability matter more than raw send volume.
Social Media and Web Fundraising
Social platforms drive engagement but convert a small fraction of online revenue directly. The figures below combine M+R sample data with self-reported donor survey data.
Facebook fundraising yielded about 0.2% of online revenue in 2024 for M+R participants (Source: M+R Benchmarks, via Nonprofit Tech for Good). For M+R participants in 2025, 43% of online donations were made on mobile devices (Source: M+R Benchmarks 2026, via Nonprofit Tech for Good). Desktop devices accounted for 57% of donations and 72% of revenue for M+R participants in 2025, indicating larger gifts skew to desktop (Source: M+R Benchmarks 2026, via Nonprofit Tech for Good). In donor self-report surveys, 38% of donors said they have given through Facebook and 32% said social media most inspires them to give (Source: Double the Donation, 2026 compilation). Donor self-report figures are weaker evidence than transaction data because they rely on recall and stated intent.
Donation Page Conversion
Conversion rate is the share of donation page visitors who complete a gift, and the desktop-mobile gap is consistent across sources.
Donation page conversion for M+R participants averaged 11% on desktop and 8% on mobile in 2024 (Source: M+R Benchmarks 2025). About 1.6% of website visitors made a donation in 2025 for M+R participants (Source: M+R Benchmarks 2026, via Nonprofit Tech for Good). The persistent desktop-mobile conversion gap, paired with mobile carrying a growing share of traffic and donations, identifies mobile checkout friction as a concrete optimization target.
Donor Retention and Channel Response
The Fundraising Effectiveness Project, run by the Association of Fundraising Professionals using transaction data from thousands of organizations, is the primary U.S. source on donor retention.
Overall donor retention declined 2.6% in 2024 (Source: Fundraising Effectiveness Project, AFP, Q4 2024). The number of donors fell 4.5% in 2024 while fundraising dollars rose 3.5% (Source: Fundraising Effectiveness Project, AFP, Q4 2024). Micro donors giving $100 or less were more than half of the donor base but contributed only 1.6% of total dollars in 2024 (Source: Fundraising Effectiveness Project, AFP, Q4 2024). Major and supersize donors were just 3.1% of donors but accounted for 77.7% of total fundraising in 2024 (Source: Fundraising Effectiveness Project, AFP, Q4 2024). The Q4 2024 analysis covered more than 12,000 nonprofits and 6.7 million donors (Source: Fundraising Effectiveness Project, AFP). These figures show a sector raising more money from fewer, larger donors, which raises a concentration risk if high-dollar giving softens.
Original Synthesis
The following three insights are derived by combining the verified public datasets above. Each states its formula, inputs, and limitations, and none should be read as a precise sector-wide measurement.
1. The growth gap between platform data and the M+R sample
Logic: compare online giving growth from a broad platform dataset against the opt-in benchmark study for the same year. Inputs: Blackbaud Institute 2024 online giving growth of 2.2% and M+R Benchmarks 2025 online revenue growth of 2% for 2024. These two near-identical figures (2.2% vs 2%) cross-validate that 2024 online giving grew low single digits. Limitation: both sources are platform or participant specific, so agreement does not prove the true sector rate; it only shows two large but non-random samples landed close.
2. The dollars-up, donors-down divergence ratio
Logic: divide the percentage change in fundraising dollars by the percentage change in donor count to express how concentrated growth has become. Inputs: FEP Q4 2024 dollars up 3.5% and donor count down 4.5%. The two move in opposite directions, a roughly 8 percentage point spread, meaning every reported dollar of growth came alongside a shrinking base of givers. Limitation: FEP covers organizations that share data with the project, and the ratio is a directional descriptor, not a causal model.
3. Mobile traffic versus mobile revenue efficiency
Logic: contrast mobile’s share of donations with its share of revenue to estimate relative gift size. Inputs: M+R 2026 reports 43% of donations on mobile in 2025 while desktop produced 57% of donations but 72% of revenue. Because desktop’s revenue share (72%) exceeds its donation share (57%) by 15 points, average desktop gifts are materially larger than mobile gifts in the M+R sample. Limitation: this is M+R participant data only, and device choice correlates with donor type and gift purpose, so the gap is not purely a checkout problem.
Tables
Table 1: U.S. charitable giving by source, 2024
| Source | 2024 amount (USD) | Nominal change | Inflation-adjusted change |
|---|---|---|---|
| Individuals | $392.45 billion | +8.2% | +5.1% |
| Foundations | $109.81 billion | +2.4% | -0.5% |
| Bequests | $45.84 billion | -1.6% | -4.4% |
| Corporations | $44.40 billion | +9.1% | +6.0% |
| Total | $592.50 billion | +6.3% | +3.3% |
Source for all Table 1 values: Giving USA 2025, Indiana University Lilly Family School of Philanthropy.
Table 2: Online giving growth by source and year
| Year | M+R participant sample | Blackbaud platforms |
|---|---|---|
| 2023 | -1% | not stated here |
| 2024 | +2% | +2.2% |
| 2025 | +15% | not yet reported |
Sources: M+R Benchmarks 2025 and M+R Benchmarks 2026 for the participant sample; Blackbaud Institute (2024 data) for platform giving. M+R figures reflect a self-selected participant sample.
Table 3: M+R digital channel benchmarks
| Metric | Value | Year |
|---|---|---|
| Monthly giving share of online revenue | 31% | 2024 |
| Email share of online revenue | 11% to 16% | 2024 to 2025 |
| Revenue per 1,000 messages | $58 (2024), $54 (2025) | 2024-2025 |
| Donation page conversion, desktop | 11% | 2024 |
| Donation page conversion, mobile | 8% | 2024 |
| Mobile share of donations | 43% | 2025 |
| December share of annual online revenue | 37% | 2025 |
Source for all Table 3 values: M+R Benchmarks 2025 and M+R Benchmarks 2026. All figures reflect M+R’s self-selected participant sample.
Charts to build
- Online giving growth, 2023-2025. Data: M+R participant online revenue change by year (-1%, +2%, +15%) plus Blackbaud 2024 (+2.2%). Source: M+R Benchmarks 2025 and 2026, Blackbaud Institute. Insight: 2025 was an outlier year; cite-worthy because it visualizes how one strong year can distort trend reading.
- Dollars up, donors down. Data: FEP 2024 dollars +3.5% versus donors -4.5%. Source: Fundraising Effectiveness Project, AFP, Q4 2024. Insight: the core retention crisis in one image; highly quotable for journalists covering sector health.
- Donation page conversion, desktop versus mobile. Data: 11% desktop, 8% mobile (2024) and ~1.6% site-wide visitor conversion (2025). Source: M+R Benchmarks 2025 and 2026. Insight: quantifies the mobile checkout gap.
- Giving by source, 2024. Data: individuals, foundations, bequests, corporations from Table 1. Source: Giving USA 2025. Insight: shows individual giving still dominates, useful context for any nonprofit strategy story.
- Donor concentration pyramid. Data: major and supersize donors are 3.1% of donors but 77.7% of dollars; micro donors are over half of donors but 1.6% of dollars. Source: FEP, AFP, Q4 2024. Insight: visualizes revenue concentration risk.
Simple inline bar chart, online giving growth by year for the M+R participant sample:
Source: M+R Benchmarks 2025 and 2026, self-selected participant sample.
Methodology
Source selection prioritized primary and authoritative bodies: Giving USA from the Indiana University Lilly Family School of Philanthropy for total giving, the Fundraising Effectiveness Project from the Association of Fundraising Professionals for retention, and the Blackbaud Institute for platform-level online giving. The M+R Benchmarks Study was included as the primary annual digital benchmark, with a standing flag that it reports on a self-selected participant sample (180 nonprofits in the 2026 study) of mostly larger organizations, so its figures should not be read as full-sector averages. Double the Donation was used only for clearly attributed self-report survey context and is not treated as primary transaction data. Inclusion required a real, named source, a specific year, and a U.S. geography. Conflicting numbers were handled by reporting each source separately rather than blending, as with Blackbaud’s 2.2% and M+R’s 2% online growth for 2024. Derived insights are limited to ratios and side-by-side comparisons of the cited figures and are labeled as descriptive, not causal. Some 2025 M+R details are cited via Nonprofit Tech for Good, which republishes M+R figures with attribution. Last updated June 2026.
Source Quality
Tier 1 (primary, academic, official bodies): Giving USA 2025 (Indiana University Lilly Family School of Philanthropy); Fundraising Effectiveness Project (Association of Fundraising Professionals).
Tier 2 (credible industry research and platform data): Blackbaud Institute 2024 data (platform-level transaction data); M+R Benchmarks 2025 and 2026 (opt-in participant benchmark study).
Tier 3 (reputable compilations and trade commentary): Double the Donation; Nonprofit Tech for Good (republishing M+R figures with attribution).
Most Quotable Statistics
- U.S. charitable giving hit $592.50 billion in 2024, up 6.3% (Giving USA 2025).
- The donor count fell 4.5% in 2024 even as dollars rose 3.5% (FEP, AFP, Q4 2024).
- Major and supersize donors were 3.1% of donors but 77.7% of dollars in 2024 (FEP, AFP).
- Monthly giving was 31% of online revenue for M+R participants in 2024 (M+R Benchmarks 2025).
- Donation pages converted at 11% on desktop versus 8% on mobile in 2024 (M+R Benchmarks 2025).
Data Limitations
The M+R Benchmarks Study is the most cited digital fundraising source here, but it reflects a self-selected sample of 180 nonprofits in the 2026 study, skewed toward larger organizations, so percentages are not nationally representative. Blackbaud figures cover only organizations using Blackbaud platforms. Giving USA’s 2024 increase was partly driven by stock market gains, so dollar growth overstates donor participation, which actually declined per FEP. Double the Donation figures include donor self-report survey data, which is weaker than transaction data. Some 2025 M+R figures here are cited via a republishing source rather than the primary study page, which returned access restrictions during research.
Recommended Dataset Fields
For a downloadable CSV, the following fields support reuse: metric_name, value, unit, year, geography, source_publisher, source_year, source_url, sample_basis (population, platform, or opt-in participant), channel (overall, email, social, web, mobile, recurring), tier, and notes_or_limitations.
Press Summary
U.S. nonprofit fundraising in 2024 and 2025 tells a two-track story. Total charitable giving reached a record $592.50 billion in 2024, up 6.3%, led by individuals who gave $392.45 billion (Giving USA 2025). But the donor base is shrinking: the number of donors fell 4.5% in 2024 while dollars rose 3.5%, and major donors who are 3.1% of all givers now supply 77.7% of dollars (Fundraising Effectiveness Project, AFP). Online giving grew about 2% in 2024 across both Blackbaud platforms (2.2%) and the M+R participant sample (2%), before the M+R sample reported a 15% jump in 2025, partly tied to crisis-driven giving (M+R Benchmarks 2025 and 2026). Digital channel benchmarks show monthly giving at 31% of online revenue and donation pages converting at 11% on desktop versus 8% on mobile in 2024. Note that M+R figures reflect a self-selected sample of 180 nonprofits, not the full sector.
Suggested Headlines
- Nonprofit Giving Hit $592.50 Billion in 2024, But Fewer People Are Giving
- The Numbers Behind Nonprofit Fundraising: 35 Verified 2026 Statistics
- Dollars Up, Donors Down: What the 2024 Fundraising Data Really Shows
- Online Giving Grew 15% in 2025 for One Nonprofit Benchmark, Here Is the Fine Print
- Why Major Donors Now Supply 77.7% of Nonprofit Dollars
FAQ
How big is U.S. charitable giving?
U.S. charitable giving totaled $592.50 billion in 2024 (Source: Giving USA 2025).
How fast is online giving growing?
Online giving grew 2.2% in 2024 on Blackbaud platforms and 2% for the M+R participant sample, then rose 15% in the M+R sample in 2025 (Source: Blackbaud Institute 2024 data; M+R Benchmarks 2025 and 2026).
What share of online revenue comes from monthly giving?
Monthly giving was 31% of all online revenue for M+R participants in 2024 (Source: M+R Benchmarks 2025).
What is the donor retention rate?
Overall donor retention declined 2.6% in 2024 according to the Fundraising Effectiveness Project (Source: AFP, Q4 2024).
What is a typical donation page conversion rate?
Donation pages converted at 11% on desktop and 8% on mobile for M+R participants in 2024 (Source: M+R Benchmarks 2025).
How much does email fundraising raise?
For every 1,000 fundraising emails sent in 2024, M+R participants raised $58, falling to $54 per 1,000 messages in 2025 (Source: M+R Benchmarks 2025 and 2026).
What is the average online gift?
The mean online gift was $197 in 2024 on Blackbaud platforms (Source: Blackbaud Institute, 2024 data).
How much of giving comes from individuals?
Individuals gave $392.45 billion in 2024, roughly two-thirds of all U.S. giving (Source: Giving USA 2025).
How concentrated is nonprofit revenue among large donors?
Major and supersize donors were 3.1% of donors but 77.7% of total fundraising in 2024 (Source: Fundraising Effectiveness Project, AFP).
How much online giving happens on mobile?
For M+R participants in 2025, 43% of online donations were made on mobile devices (Source: M+R Benchmarks 2026, via Nonprofit Tech for Good).
About this research
This brief was compiled by CO Consulting, a research-driven growth-consulting firm, using primary and clearly attributed industry sources. If your team wants help turning these benchmarks into a fundraising plan, you can book a consultation.