12 Giving Statistics Your Nonprofit Should Pay Attention To

12 Giving Statistics Your Nonprofit Should Pay Attention To


1. Over 60 percent of donations are made by women

2. Giving campaigns paired with missions lead to more donations

Mission Donations
via: Benevity

3. People who earn $20K to $39K give a greater percentage of their income than those who earn $250K or more.

4. 31 percent of annual giving occurs in December

Year End Giving
via: Nonprofit Tech for Good

5. 2/3 of people don’t do any research before making a donation

6. Seniors are more generous donators than those under the age of 65

7. Email tends to have the best return on investment of any marketing effort – $40 for every $1 spent

Year End Giving
via: John Haydon

8. For every 1,000 website visitors, a non-profit raises about $600

9. About 1/3 of online donations are through peer-to-peer fundraising (Pssst. Start a campaign for free!)

10. 51 percent of people who visit your website are viewing it on a mobile device

11. 72 percent of charitable contributions are made by individuals

Individual Donors

12. 53.8 percent of nonprofits begin planning their year-end appeal in October

You can use data to look at demographics, monitor changing ideas and values, and spot challenges, as well as opportunities.

It’s important to understand that while it is much easier to collect data today, what you do with it is what really matters. Data can help with long-term planning. For example, understanding the people who are in your communities, including who moved into the area in recent years. These are potential supporters!

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