Website Performance

Who has seen the wind?

Neither I nor you.

But when the leaves hang trembling,

The wind is passing through.

Who has seen the wind?

Neither you nor I.

But when the trees bow down their heads,

The wind is passing by.

More nonprofit website traffic came from users on mobile devices (including both phones and tablets) than desktop users. Mobile users represented 53% of all visits, with 47% of traffic from users on desktop devices.
Users on desktop devices made up the majority of donation transactions (55%) and revenue (70%).
The average gift made on desktop devices was $145; for mobile users, the average gift was $76.
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.
One-time giving was the pre-selected option on the main donation page for 62% of nonprofits, though 90% included monthly giving as an option.

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

Website share by device

Website share by device by sector

Average gift by device

Main donation page conversion rate by device

Main donation page payment types

Main donation page pre-selected giving option

Main donation form recurring giving options

Organic traffic volume as percent of overall traffic

Main donation page conversion rate

Language or a feature to encourage a recurring gift

Recurring “upsell lightbox”