Fundraising | M+R Benchmarks 2025

Four Haiku

Matsuo Bashō

Sitting quietly, doing nothing,

Spring comes, and the grass grows, by itself

***

The cry of the cicada

gives us no sign

that presently it will die.

***

A solitary

crow on a bare branch—

autumn evening

***

’Tis the first snow—

Just enough to bend

the gladiolus leaves!

Key Lines

Fundraising

Online revenue for the average nonprofit increased by 2% in 2024.
Revenue from one-time giving was flat year-over-year, while revenue from monthly giving rose by 5%. Monthly giving accounted for 31% of all online revenue in 2024.
Nonprofits raised an average of $0.78 through direct mail for every dollar raised online. Direct mail revenue increased by 3% in 2024.
Nonprofits raised an average of $0.13 through donor-advised funds (DAF) for every dollar raised online. DAF revenue increased by 6% in 2024.

Read every line of our analysis in the PDF. Or peruse all charts below.

Change in online revenue

Restricted online revenue

Monthly giving as a percentage of online revenue

Change in online revenue by type

Average gift

One-time gifts per donor per year

One-time revenue per donor per year

Share of online revenue from new donors

Online one-time donor retention

Proportion of gifts & revenue by donor level

Change in revenue from direct mail

Change in number of gifts from direct mail

Raised online v direct mail

Raised online v donor advised-funds

Change in revenue from donor-advised funds

Change in gifts from donor-advised funds

Revenue raised in each month

Change in revenue November and December

Share of revenue raised in a time period

Change in revenue week of December 31

Change in revenue December 31st

Change in number of online gifts

Change in revenue Giving Tuesday

Online revenue change year over year

Percent of sustainers retained by month

Change in online revenue

Restricted online revenue

Monthly giving as a percentage of online revenue

Change in online revenue by type

Average gift

One-time gifts per donor per year

One-time revenue per donor per year

Share of online revenue from new donors

Online one-time donor retention

Proportion of gifts & revenue by donor level

Change in revenue from direct mail

Change in number of gifts from direct mail

Raised online v direct mail

Raised online v donor advised-funds

Change in revenue from donor-advised funds

Change in gifts from donor-advised funds

Revenue raised in each month

Change in revenue November and December

Share of revenue raised in a time period

Change in revenue week of December 31

Change in revenue December 31st

Change in number of online gifts

Change in revenue Giving Tuesday

Online revenue change year over year

Percent of sustainers retained by month

Continue to Email Messaging >

Download the full Benchmarks Study

Read the PDF for every line of analysis, all charts, and a few surprises.

Download