What’s going on in online fundraising?
Here’s a view, from the M+R Benchmarks for 2025 (free download; registration required). It’s a look at what happened in 2024, as seen by a =healthy range of organizations who are raising funds online.
Some highlights:
- Average online revenue increased by 2% in 2024. This after a 1% drop in 2023.
- Revenue from monthly giving increased by 5% and accounted for 31% of all online revenue. One-time revenue was flat year-over-year.
- Revenue from donor-advised funds (DAFs) increased by 6% in 2024. Nonprofits raised an average of $0.13 through DAFs for every dollar raised online.
- For every 1,000 fundraising emails sent, nonprofits raised $58. This this is down 10% decrease from 2023.
- PayPal was the most widely-used alternative payment method — 76% of nonprofits made this option available on donation pages. Apple Pay (47%) and Google Pay (40%) were also common.
There’s a whole lot more in the report. Includes a lovely selection of poetry too.
Jeff 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.
Leave a Reply
You must be logged in to post a comment.