Fundraising

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

Change in online revenue 2023 to 2024

Restricted online revenue

Percent of online revenue that is restricted

Monthly giving as a percentage of online revenue

Monthly giving as a percentage of online revenue

Change in online revenue by type

Change in online revenue by type 2023 to 2024

Average gift

Average gift

One-time gifts per donor per year

One time gifts per donor per year

One-time revenue per donor per year

One time revenue per donor per year

Share of online revenue from new donors

Share of online revenue from new donors

Online one-time donor retention

Online one time donor retention

Proportion of gifts & revenue by donor level

Proportion of gifts and revenue by donor level

Change in revenue from direct mail

Change in revenue from direct mail 2023 to 2024

Change in number of gifts from direct mail

Change in number of gifts from direct mail 2023 to 2024

Raised online v direct mail

For every dollar raised online organizations raised this through direct mail

Raised online v donor advised-funds

For every dollar raised online organizations raised this through donor advised funds v2

Change in revenue from donor-advised funds

Change in revenue from donor advised funds 2023 to 2024 v2

Change in gifts from donor-advised funds

Change in number of gifts from donor advised funds 2023 to 2024 v2

Revenue raised in each month

Percent of one time online revenue raised in each month

Change in revenue November and December

Change in revenue from 2023 to 2024 for Nov and Dec

Share of revenue raised in a time period

Share of annual online revenue raised in a time period

Change in revenue week of December 31

Change in revenue from 2023 to 2024 for week of Dec 31

Change in revenue December 31st

Change in revenue from 2023 to 2024 on Dec 31

Change in number of online gifts

Change in number of online gifts 2023 to 2024

Change in revenue Giving Tuesday

Change in revenue on Giving Tuesday from 2023 to 2024

Online revenue change year over year

Online revenue change year over year

Percent of sustainers retained by month

Percent of sustainers retained by month

Download the full Benchmarks Study

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