Nonprofit online revenue down 1%

How is our online fundraising doing?

You can get a picture for comparison from M+R’s 2024 Online Benchmarks, a large look at the online fundraising landscape. (Downloadable PDF available.)

Here are some key findings of the benchmarks:

  1. Online revenue for the average nonprofit decreased by 1% in 2023. Not bad, considering many of us are still in the post-pandemic slump.
  2. Revenue from one-time giving fell by 5%, while revenue from monthly giving rose by 6%. Monthly giving is a big deal. Especially online!
  3. Monthly giving accounted for 31% of all online revenue in 2023, up from 27% the previous year. See? Monthly giving is big and it’s growing.
  4. Nonprofits raised an average of $0.94 through direct mail for every dollar raised online. Direct mail revenue fell by 6% in 2023. This varies widely by sector and size of organization. Small organizations raised $1.50 online for every dollar raised through direct mail. This may be out of necessity, as the rising cost of mail often makes it impossible, especially at lower quantities.
  5. December giving made up 26% of all online revenue, and 34% of one-time online revenue. Donations made on December 31 accounted for 5% of 2023 revenue. Don’t miss out of end-of-year fundraising!

A word of warning about benchmarks: While they are super helpful and can give you amazing insights, they are not a “report card” on your fundraising program. You are no doubt doing better or worse than the benchmarks, but that alone doesn’t tell you much.

If your fundraising program is highly competent, you almost certainly are outperforming the benchmarks. On the other hand, there may be systemic issues with your cause, your brand, your community, or your donor base that will keep you below the benchmarks no matter how hard and how well you work. Systemic issues could also work to your advantage.

Nobody should be evaluated solely on how their work compares to benchmarks. And be sure to look below the top level of any study. You’ll learn a lot more that way.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.