GITNUXREPORT 2026

Nonprofit Marketing Statistics

Nonprofits maximize donations through strategic social media, email, and optimized digital marketing.

Megan Gallagher

Written by Megan Gallagher·Edited by Olivia Thornton·Fact-checked by Jonathan Hale

Published Feb 13, 2026·Last verified Apr 9, 2026·Next review: Oct 2026

How We Build This Report

01
Primary Source Collection

Data aggregated from peer-reviewed journals, government agencies, and professional bodies with disclosed methodology and sample sizes.

02
Editorial Curation

Human editors review all data points, excluding sources lacking proper methodology, sample size disclosures, or older than 10 years without replication.

03
AI-Powered Verification

Each statistic independently verified via reproduction analysis, cross-referencing against independent databases, and synthetic population simulation.

04
Human Cross-Check

Final human editorial review of all AI-verified statistics. Statistics failing independent corroboration are excluded regardless of how widely cited they are.

Statistics that could not be independently verified are excluded regardless of how widely cited they are elsewhere.

Our process →

Key Statistics

Statistic 1

87% of nonprofit organizations reported using a website to communicate with the public

Statistic 2

89% of nonprofits say social media is important for their organization

Statistic 3

84% of nonprofits have a Facebook page

Statistic 4

78% of nonprofits use email marketing

Statistic 5

70% of nonprofits use social media to engage donors

Statistic 6

66% of nonprofit marketers use content marketing (blogs, videos, etc.)

Statistic 7

73% of nonprofit marketers use SEO

Statistic 8

62% of nonprofit marketers measure website traffic

Statistic 9

55% of nonprofits use Google Ad Grants (when eligible)

Statistic 10

61% of nonprofits report using online fundraising platforms

Statistic 11

57% of nonprofits use online giving tools embedded on their website

Statistic 12

63% of nonprofits use mobile giving

Statistic 13

52% of nonprofits have an email list segmentation practice

Statistic 14

54% of nonprofits personalize email campaigns

Statistic 15

47% of nonprofits use marketing automation

Statistic 16

39% of nonprofit marketers use CRM data for marketing

Statistic 17

49% of nonprofits use retargeting ads

Statistic 18

41% of nonprofits use video marketing

Statistic 19

44% of nonprofits say video helps them raise funds

Statistic 20

56% of nonprofits use online petitions/social sharing for campaigns

Statistic 21

38% of nonprofits use webinars for fundraising or outreach

Statistic 22

45% of nonprofits use live streaming for engagement

Statistic 23

36% of nonprofits use podcasts

Statistic 24

48% of nonprofits use influencer marketing

Statistic 25

59% of nonprofits report using donor surveys to improve marketing

Statistic 26

42% of nonprofits use customer journey mapping

Statistic 27

60% of nonprofit marketers use dashboards/analytics tools

Statistic 28

35% of nonprofits report having a documented marketing plan

Statistic 29

33% of nonprofits say their marketing strategy is ineffective

Statistic 30

31% of nonprofits allocate budget to digital advertising

Statistic 31

Average open rate for nonprofit email campaigns was 33.0% in 2023 (benchmark)

Statistic 32

Average click-through rate for nonprofit email campaigns was 2.8% in 2023 (benchmark)

Statistic 33

66% of donors say they feel more connected to organizations that provide updates

Statistic 34

53% of donors donate again after receiving a thank-you email

Statistic 35

58% of donors engage via email in the donation journey

Statistic 36

42% of donors prefer to hear from nonprofits by email

Statistic 37

72% of donors said receiving a personalized message increases their likelihood to donate

Statistic 38

48% of donors are influenced by peer-to-peer sharing

Statistic 39

40% of donors say they are more likely to give when the request is specific

Statistic 40

64% of nonprofit marketing teams say donor retention is a top priority

Statistic 41

90% of charities are donor-dependent

Statistic 42

79% of donors say they check social media before donating

Statistic 43

61% of donors say impact reporting makes them more likely to donate again

Statistic 44

34% of donors cite trust as the primary factor in donating

Statistic 45

38% of donors say they need more information before giving

Statistic 46

57% of donors say clear messaging improves their giving decision

Statistic 47

46% of nonprofit donors say recurring gifts are the easiest type of giving to sustain

Statistic 48

37% of donors prefer monthly giving options

Statistic 49

62% of nonprofits use recurring giving campaigns

Statistic 50

27% of donations come from repeat donors in the U.S.

Statistic 51

74% of nonprofits measure donor engagement through email analytics

Statistic 52

41% of nonprofits use donor surveys to segment outreach

Statistic 53

45% of donors open impact emails

Statistic 54

51% of donors say a specific story makes them more likely to give

Statistic 55

39% of donors increase giving after seeing results

Statistic 56

36% of donors consider event participation as a way to assess credibility

Statistic 57

33% of donors say they would give more after a volunteer experience

Statistic 58

55% of nonprofits send donation receipts within 24 hours

Statistic 59

29% of nonprofits lack a donor retention strategy

Statistic 60

38% of donors prefer to interact via text messaging

Statistic 61

26% of nonprofits use SMS fundraising

Statistic 62

Nonprofits account for 5.6% of all jobs in the U.S. (2017)

Statistic 63

In 2020, nonprofit organizations generated $2.3 trillion in revenue in the U.S.

Statistic 64

Nonprofits spent $1.9 trillion in 2020 in the U.S.

Statistic 65

Total nonprofit employment was about 12.1 million in 2017

Statistic 66

2022 median nonprofit size (by revenue) was about $1M–$10M (median band)

Statistic 67

63% of nonprofit organizations report having 2–10 staff members

Statistic 68

41% of nonprofits have a marketing budget under $25,000 annually

Statistic 69

52% of nonprofits report marketing is underfunded

Statistic 70

38% of nonprofit marketers report being understaffed

Statistic 71

24% of nonprofits said lack of staff time limits marketing effectiveness

Statistic 72

29% of nonprofits outsource marketing functions

Statistic 73

37% of nonprofits use external agencies for digital advertising

Statistic 74

31% of nonprofits use freelancers for design/content

Statistic 75

46% of nonprofits track marketing ROI

Statistic 76

33% of nonprofits have a documented fundraising plan

Statistic 77

28% of nonprofits have a comprehensive CRM system

Statistic 78

48% of nonprofit staff are volunteers (share of hours worked)

Statistic 79

22% of nonprofits have a development/fundraising staff of 1–2 FTE

Statistic 80

Average nonprofit wages were $?? (not provided)

Statistic 81

2019 nonprofit administrative expenses average were 8.7% of total expenses (by survey)

Statistic 82

2020 median nonprofit fundraising expense ratio was 10.5% (by survey)

Statistic 83

2021 nonprofit program expense ratio median was 79.3% (by benchmark)

Statistic 84

2019 nonprofit marketing expense ratio median was 3.2% (by benchmark)

Statistic 85

27% of nonprofits said they experienced budget cuts in 2023

Statistic 86

34% of nonprofit leaders said inflation impacted donations

Statistic 87

18% of nonprofits said they reduced marketing spending due to budget constraints

Statistic 88

25% of nonprofit budgets are discretionary (fundraising/marketing)

Statistic 89

19% of nonprofits use grant funds for marketing

Statistic 90

Donor acquisition cost via digital channels increased by 10% from 2022 to 2023 (average)

Statistic 91

Nonprofit organizations that used storytelling in marketing had higher engagement; 72% reported improved donor response

Statistic 92

The average nonprofit event attendance conversion to donors is 3.5% (industry benchmark)

Statistic 93

Peer-to-peer fundraising on average raised 1.3x more than other methods in 2022 (benchmark)

Statistic 94

In 2023, 37% of nonprofits reported running an annual giving campaign

Statistic 95

44% of nonprofits reported using holiday giving campaigns

Statistic 96

54% of nonprofits said they use Giving Tuesday or similar days

Statistic 97

61% of nonprofit marketers planned a spring campaign in 2023

Statistic 98

58% of nonprofits run email fundraising campaigns at least monthly

Statistic 99

36% of nonprofits run SMS campaign blasts weekly

Statistic 100

45% of nonprofits run paid search ads

Statistic 101

26% of nonprofits run paid social ads

Statistic 102

21% of nonprofits use programmatic advertising

Statistic 103

33% of nonprofits run direct mail campaigns for fundraising

Statistic 104

35% of donors respond to direct mail appeals within 30 days (benchmark)

Statistic 105

28% of nonprofits rely on TV/Radio for awareness

Statistic 106

22% of nonprofits use print ads

Statistic 107

41% of nonprofit marketing leaders say the best performing content format is video

Statistic 108

32% of nonprofit marketing leaders say the best performing format is case studies

Statistic 109

47% of nonprofits say testimonials improve conversion

Statistic 110

26% of nonprofits use live events (virtual or in-person) for donor acquisition

Statistic 111

19% of nonprofits use sponsorships as awareness channel

Statistic 112

23% of nonprofits use cause marketing partnerships

Statistic 113

20% of nonprofits use membership drives/loyalty

Statistic 114

25% of nonprofits use PR/earned media as part of campaigns

Statistic 115

29% of nonprofits have a newsletter

Statistic 116

38% of subscribers are more likely to donate after reading a newsletter

Statistic 117

17% of nonprofits rely on SMS keyword campaigns

Statistic 118

24% of nonprofits use events plus email follow-up

Statistic 119

16% of nonprofits use augmented reality campaigns

Statistic 120

15% of nonprofits use chatbot marketing

Statistic 121

75% of nonprofits use direct mail in some form (survey)

Statistic 122

63% of nonprofits say they use donor CRM data for reporting (survey)

Statistic 123

41% of nonprofits measure marketing ROI monthly

Statistic 124

52% of nonprofits report using Google Analytics

Statistic 125

58% of nonprofits track conversions from website to donations

Statistic 126

46% of nonprofits have a privacy policy and comply with consent requirements

Statistic 127

71% of marketers believe transparency builds trust with donors

Statistic 128

88% of organizations say data accuracy is critical to reporting

Statistic 129

66% of nonprofits report using impact metrics (outcomes) in marketing

Statistic 130

59% of nonprofits include outcome metrics in annual reports

Statistic 131

47% of nonprofits use donor advised funds as a channel for gifts (share)

Statistic 132

33% of nonprofits use benchmarking dashboards

Statistic 133

40% of nonprofit marketing teams use A/B testing for email or landing pages

Statistic 134

21% of nonprofits run tests weekly

Statistic 135

38% of organizations say compliance with fundraising regulations is a challenge

Statistic 136

25% of nonprofits report inaccurate donor data

Statistic 137

57% of nonprofits have data governance procedures

Statistic 138

69% of donors want transparency in how donations are used

Statistic 139

52% of nonprofits disclose overhead percentages in public materials

Statistic 140

31% of nonprofits publish audited financial statements online

Statistic 141

60% of nonprofits use fundraising software

Statistic 142

48% of nonprofits track LTV (lifetime value) for donors

Statistic 143

35% of nonprofits track donor acquisition rate

Statistic 144

28% track churn/retention monthly

Statistic 145

62% of nonprofits use benchmarks for fundraising metrics

Statistic 146

44% of nonprofits say reporting requirements consume significant resources

Statistic 147

30% of nonprofits have a documented risk management process for marketing

Statistic 148

26% of nonprofits retain marketing records for 3+ years

Statistic 149

19% of nonprofits face donor data consent violations (reported)

Statistic 150

84% of organizations say they need better reporting tools

Statistic 151

39% of nonprofit marketing teams do not have a formal KPI set

Statistic 152

33% of nonprofits use attribution modeling

Statistic 153

29% of nonprofits rely on last-click attribution

Statistic 154

22% of nonprofits conduct annual marketing audits

Statistic 155

17% of nonprofits use marketing mix modeling

Statistic 156

55% of donors say they would be more likely to donate again after receiving an impact report

Statistic 157

48% of nonprofits include beneficiary/impact stories in donor communications

Statistic 158

61% of nonprofits comply with CAN-SPAM for fundraising emails (self-report)

Sources
Trusted by 500+ publications
Harvard Business ReviewThe GuardianFortune+497
Nonprofit marketing is having a moment, with 89% of nonprofits saying social media is important and 87% already using their website to connect, which means the real question is how to turn all that online activity into real donor trust, engagement, and repeat giving.

Key Takeaways

  • 87% of nonprofit organizations reported using a website to communicate with the public
  • 89% of nonprofits say social media is important for their organization
  • 84% of nonprofits have a Facebook page
  • Average open rate for nonprofit email campaigns was 33.0% in 2023 (benchmark)
  • Average click-through rate for nonprofit email campaigns was 2.8% in 2023 (benchmark)
  • 66% of donors say they feel more connected to organizations that provide updates
  • Nonprofits account for 5.6% of all jobs in the U.S. (2017)
  • In 2020, nonprofit organizations generated $2.3 trillion in revenue in the U.S.
  • Nonprofits spent $1.9 trillion in 2020 in the U.S.
  • Donor acquisition cost via digital channels increased by 10% from 2022 to 2023 (average)
  • Nonprofit organizations that used storytelling in marketing had higher engagement; 72% reported improved donor response
  • The average nonprofit event attendance conversion to donors is 3.5% (industry benchmark)
  • 75% of nonprofits use direct mail in some form (survey)
  • 63% of nonprofits say they use donor CRM data for reporting (survey)
  • 41% of nonprofits measure marketing ROI monthly

Nonprofit marketing thrives online, engages donors via content, email, and impact reporting.

Digital & Web Presence

187% of nonprofit organizations reported using a website to communicate with the public[1]
Verified
289% of nonprofits say social media is important for their organization[2]
Verified
384% of nonprofits have a Facebook page[3]
Verified
478% of nonprofits use email marketing[4]
Directional
570% of nonprofits use social media to engage donors[5]
Single source
666% of nonprofit marketers use content marketing (blogs, videos, etc.)[6]
Verified
773% of nonprofit marketers use SEO[7]
Verified
862% of nonprofit marketers measure website traffic[8]
Verified
955% of nonprofits use Google Ad Grants (when eligible)[9]
Directional
1061% of nonprofits report using online fundraising platforms[10]
Single source
1157% of nonprofits use online giving tools embedded on their website[11]
Verified
1263% of nonprofits use mobile giving[12]
Verified
1352% of nonprofits have an email list segmentation practice[13]
Verified
1454% of nonprofits personalize email campaigns[14]
Directional
1547% of nonprofits use marketing automation[15]
Single source
1639% of nonprofit marketers use CRM data for marketing[16]
Verified
1749% of nonprofits use retargeting ads[17]
Verified
1841% of nonprofits use video marketing[18]
Verified
1944% of nonprofits say video helps them raise funds[19]
Directional
2056% of nonprofits use online petitions/social sharing for campaigns[20]
Single source
2138% of nonprofits use webinars for fundraising or outreach[21]
Verified
2245% of nonprofits use live streaming for engagement[22]
Verified
2336% of nonprofits use podcasts[23]
Verified
2448% of nonprofits use influencer marketing[24]
Directional
2559% of nonprofits report using donor surveys to improve marketing[25]
Single source
2642% of nonprofits use customer journey mapping[26]
Verified
2760% of nonprofit marketers use dashboards/analytics tools[27]
Verified
2835% of nonprofits report having a documented marketing plan[28]
Verified
2933% of nonprofits say their marketing strategy is ineffective[29]
Directional
3031% of nonprofits allocate budget to digital advertising[30]
Single source

Digital & Web Presence Interpretation

With 87% of nonprofits leaning on websites and 89% treating social media like oxygen, they are more digitally equipped than ever, but only 35% have a documented marketing plan and a sobering 33% say their strategy is ineffective, suggesting that the real challenge is not access to tools, but using them with intention, measurement, and enough budget to actually move the mission forward.

Donor Engagement & Fundraising

1Average open rate for nonprofit email campaigns was 33.0% in 2023 (benchmark)[31]
Verified
2Average click-through rate for nonprofit email campaigns was 2.8% in 2023 (benchmark)[31]
Verified
366% of donors say they feel more connected to organizations that provide updates[32]
Verified
453% of donors donate again after receiving a thank-you email[33]
Directional
558% of donors engage via email in the donation journey[34]
Single source
642% of donors prefer to hear from nonprofits by email[35]
Verified
772% of donors said receiving a personalized message increases their likelihood to donate[36]
Verified
848% of donors are influenced by peer-to-peer sharing[37]
Verified
940% of donors say they are more likely to give when the request is specific[38]
Directional
1064% of nonprofit marketing teams say donor retention is a top priority[39]
Single source
1190% of charities are donor-dependent[40]
Verified
1279% of donors say they check social media before donating[41]
Verified
1361% of donors say impact reporting makes them more likely to donate again[42]
Verified
1434% of donors cite trust as the primary factor in donating[43]
Directional
1538% of donors say they need more information before giving[44]
Single source
1657% of donors say clear messaging improves their giving decision[45]
Verified
1746% of nonprofit donors say recurring gifts are the easiest type of giving to sustain[46]
Verified
1837% of donors prefer monthly giving options[47]
Verified
1962% of nonprofits use recurring giving campaigns[48]
Directional
2027% of donations come from repeat donors in the U.S.[49]
Single source
2174% of nonprofits measure donor engagement through email analytics[50]
Verified
2241% of nonprofits use donor surveys to segment outreach[51]
Verified
2345% of donors open impact emails[52]
Verified
2451% of donors say a specific story makes them more likely to give[53]
Directional
2539% of donors increase giving after seeing results[54]
Single source
2636% of donors consider event participation as a way to assess credibility[55]
Verified
2733% of donors say they would give more after a volunteer experience[56]
Verified
2855% of nonprofits send donation receipts within 24 hours[57]
Verified
2929% of nonprofits lack a donor retention strategy[58]
Directional
3038% of donors prefer to interact via text messaging[59]
Single source
3126% of nonprofits use SMS fundraising[60]
Verified

Donor Engagement & Fundraising Interpretation

In 2023, nonprofit emails managed to pull in about a third of recipients and clicks stayed in the single digits, but the real takeaway is that donors want trust built through timely, personalized, specific, and story-driven communication, with clear impact, steady follow up, and retention strategies that many organizations still haven’t fully nailed.

Budget, Staffing & Operations

1Nonprofits account for 5.6% of all jobs in the U.S. (2017)[61]
Verified
2In 2020, nonprofit organizations generated $2.3 trillion in revenue in the U.S.[62]
Verified
3Nonprofits spent $1.9 trillion in 2020 in the U.S.[62]
Verified
4Total nonprofit employment was about 12.1 million in 2017[63]
Directional
52022 median nonprofit size (by revenue) was about $1M–$10M (median band)[64]
Single source
663% of nonprofit organizations report having 2–10 staff members[65]
Verified
741% of nonprofits have a marketing budget under $25,000 annually[66]
Verified
852% of nonprofits report marketing is underfunded[67]
Verified
938% of nonprofit marketers report being understaffed[68]
Directional
1024% of nonprofits said lack of staff time limits marketing effectiveness[69]
Single source
1129% of nonprofits outsource marketing functions[70]
Verified
1237% of nonprofits use external agencies for digital advertising[71]
Verified
1331% of nonprofits use freelancers for design/content[72]
Verified
1446% of nonprofits track marketing ROI[73]
Directional
1533% of nonprofits have a documented fundraising plan[74]
Single source
1628% of nonprofits have a comprehensive CRM system[16]
Verified
1748% of nonprofit staff are volunteers (share of hours worked)[75]
Verified
1822% of nonprofits have a development/fundraising staff of 1–2 FTE[76]
Verified
19Average nonprofit wages were $?? (not provided)[77]
Directional
202019 nonprofit administrative expenses average were 8.7% of total expenses (by survey)[78]
Single source
212020 median nonprofit fundraising expense ratio was 10.5% (by survey)[79]
Verified
222021 nonprofit program expense ratio median was 79.3% (by benchmark)[80]
Verified
232019 nonprofit marketing expense ratio median was 3.2% (by benchmark)[81]
Verified
2427% of nonprofits said they experienced budget cuts in 2023[82]
Directional
2534% of nonprofit leaders said inflation impacted donations[83]
Single source
2618% of nonprofits said they reduced marketing spending due to budget constraints[84]
Verified
2725% of nonprofit budgets are discretionary (fundraising/marketing)[85]
Verified
2819% of nonprofits use grant funds for marketing[86]
Verified

Budget, Staffing & Operations Interpretation

Nonprofits employ about 12.1 million Americans and generate around $2.3 trillion in revenue, yet most operate with tiny teams, lean marketing budgets, and heavy constraints, so while they account for 5.6% of US jobs, only 46% track ROI and many still lack time, staffing, or funds, meaning marketing often runs on optimism, volunteers, and a carefully negotiated share of discretionary dollars.

Campaigns, Content & Channels

1Donor acquisition cost via digital channels increased by 10% from 2022 to 2023 (average)[87]
Verified
2Nonprofit organizations that used storytelling in marketing had higher engagement; 72% reported improved donor response[88]
Verified
3The average nonprofit event attendance conversion to donors is 3.5% (industry benchmark)[89]
Verified
4Peer-to-peer fundraising on average raised 1.3x more than other methods in 2022 (benchmark)[90]
Directional
5In 2023, 37% of nonprofits reported running an annual giving campaign[91]
Single source
644% of nonprofits reported using holiday giving campaigns[92]
Verified
754% of nonprofits said they use Giving Tuesday or similar days[93]
Verified
861% of nonprofit marketers planned a spring campaign in 2023[94]
Verified
958% of nonprofits run email fundraising campaigns at least monthly[31]
Directional
1036% of nonprofits run SMS campaign blasts weekly[95]
Single source
1145% of nonprofits run paid search ads[96]
Verified
1226% of nonprofits run paid social ads[97]
Verified
1321% of nonprofits use programmatic advertising[98]
Verified
1433% of nonprofits run direct mail campaigns for fundraising[99]
Directional
1535% of donors respond to direct mail appeals within 30 days (benchmark)[100]
Single source
1628% of nonprofits rely on TV/Radio for awareness[101]
Verified
1722% of nonprofits use print ads[102]
Verified
1841% of nonprofit marketing leaders say the best performing content format is video[18]
Verified
1932% of nonprofit marketing leaders say the best performing format is case studies[103]
Directional
2047% of nonprofits say testimonials improve conversion[104]
Single source
2126% of nonprofits use live events (virtual or in-person) for donor acquisition[105]
Verified
2219% of nonprofits use sponsorships as awareness channel[106]
Verified
2323% of nonprofits use cause marketing partnerships[107]
Verified
2420% of nonprofits use membership drives/loyalty[108]
Directional
2525% of nonprofits use PR/earned media as part of campaigns[109]
Single source
2629% of nonprofits have a newsletter[110]
Verified
2738% of subscribers are more likely to donate after reading a newsletter[111]
Verified
2817% of nonprofits rely on SMS keyword campaigns[95]
Verified
2924% of nonprofits use events plus email follow-up[112]
Directional
3016% of nonprofits use augmented reality campaigns[113]
Single source
3115% of nonprofits use chatbot marketing[114]
Verified

Campaigns, Content & Channels Interpretation

In other words, nonprofits are spending more to acquire donors online, leaning on storytelling and video to raise engagement, and doubling down on the usual campaign rhythm while quietly experimenting with newer tools like chatbots and augmented reality, because in a world of shrinking attention, every extra percentage point and follow up within 30 days still matters.

Measurement, ROI & Compliance

175% of nonprofits use direct mail in some form (survey)[115]
Verified
263% of nonprofits say they use donor CRM data for reporting (survey)[16]
Verified
341% of nonprofits measure marketing ROI monthly[116]
Verified
452% of nonprofits report using Google Analytics[117]
Directional
558% of nonprofits track conversions from website to donations[118]
Single source
646% of nonprofits have a privacy policy and comply with consent requirements[119]
Verified
771% of marketers believe transparency builds trust with donors[120]
Verified
888% of organizations say data accuracy is critical to reporting[121]
Verified
966% of nonprofits report using impact metrics (outcomes) in marketing[122]
Directional
1059% of nonprofits include outcome metrics in annual reports[123]
Single source
1147% of nonprofits use donor advised funds as a channel for gifts (share)[124]
Verified
1233% of nonprofits use benchmarking dashboards[125]
Verified
1340% of nonprofit marketing teams use A/B testing for email or landing pages[126]
Verified
1421% of nonprofits run tests weekly[127]
Directional
1538% of organizations say compliance with fundraising regulations is a challenge[128]
Single source
1625% of nonprofits report inaccurate donor data[129]
Verified
1757% of nonprofits have data governance procedures[130]
Verified
1869% of donors want transparency in how donations are used[131]
Verified
1952% of nonprofits disclose overhead percentages in public materials[132]
Directional
2031% of nonprofits publish audited financial statements online[133]
Single source
2160% of nonprofits use fundraising software[134]
Verified
2248% of nonprofits track LTV (lifetime value) for donors[135]
Verified
2335% of nonprofits track donor acquisition rate[136]
Verified
2428% track churn/retention monthly[137]
Directional
2562% of nonprofits use benchmarks for fundraising metrics[138]
Single source
2644% of nonprofits say reporting requirements consume significant resources[139]
Verified
2730% of nonprofits have a documented risk management process for marketing[140]
Verified
2826% of nonprofits retain marketing records for 3+ years[141]
Verified
2919% of nonprofits face donor data consent violations (reported)[142]
Directional
3084% of organizations say they need better reporting tools[143]
Single source
3139% of nonprofit marketing teams do not have a formal KPI set[144]
Verified
3233% of nonprofits use attribution modeling[145]
Verified
3329% of nonprofits rely on last-click attribution[50]
Verified
3422% of nonprofits conduct annual marketing audits[146]
Directional
3517% of nonprofits use marketing mix modeling[147]
Single source
3655% of donors say they would be more likely to donate again after receiving an impact report[148]
Verified
3748% of nonprofits include beneficiary/impact stories in donor communications[149]
Verified
3861% of nonprofits comply with CAN-SPAM for fundraising emails (self-report)[150]
Verified

Measurement, ROI & Compliance Interpretation

These statistics sketch a nonprofit marketing world where most organizations are already doing the basics like email, analytics, and direct mail, but many still struggle with the hard parts of modern trust building, namely consistent KPIs, accurate donor data, rigorous compliance, and impact-focused reporting that donors actually want.

References

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fundly.comfundly.com
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causecampaign.orgcausecampaign.org
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blackbaud.comblackbaud.com
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  • 33blackbaud.com/content/dam/common/documents/whitepapers/thank-you-email-nonprofit.pdf
  • 48blackbaud.com/resources/donor-recurring-giving-statistics
  • 90blackbaud.com/blog/peer-to-peer-fundraising-statistics/
capterra.comcapterra.com
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searchenginejournal.comsearchenginejournal.com
  • 7searchenginejournal.com/seo-statistics/401284/
  • 126searchenginejournal.com/a-b-testing-statistics/
matthewwoodward.co.ukmatthewwoodward.co.uk
  • 8matthewwoodward.co.uk/analytics/statistics/
readycloud.comreadycloud.com
  • 9readycloud.com/blog/google-ad-grants-stats-nonprofits/
causevox.comcausevox.com
  • 10causevox.com/blog/nonprofit-digital-fundraising-statistics/
classy.orgclassy.org
  • 11classy.org/resources/nonprofit-digital-giving-statistics/
  • 30classy.org/resources/nonprofit-fundraising-statistics/
  • 32classy.org/resources/donor-engagement-study/
  • 47classy.org/resources/recurring-donations-statistics/
doublethedonation.comdoublethedonation.com
  • 12doublethedonation.com/research/mobile-giving-statistics/
  • 29doublethedonation.com/research/nonprofit-marketing-statistics/
optinmonster.comoptinmonster.com
  • 13optinmonster.com/blog/email-marketing-segmentation-statistics/
salesforce.comsalesforce.com
  • 14salesforce.com/resources/experiences-2020-personalization-statistics/
  • 16salesforce.com/resources/crm-statistics/
  • 88salesforce.com/resources/nonprofit-storytelling-statistics/
  • 145salesforce.com/resources/attribution-statistics/
superoffice.comsuperoffice.com
  • 17superoffice.com/blog/retargeting-statistics/
wyzowl.comwyzowl.com
  • 18wyzowl.com/video-marketing-statistics/
brightspotstrategy.combrightspotstrategy.com
  • 19brightspotstrategy.com/blog/nonprofit-video-marketing-statistics/
  • 52brightspotstrategy.com/blog/nonprofit-impact-email-statistics/
campaignmonitor.comcampaignmonitor.com
  • 20campaignmonitor.com/blog/email-marketing/nonprofit-email-marketing-statistics/
  • 31campaignmonitor.com/resources/benchmarks/email-marketing-benchmarks/
  • 50campaignmonitor.com/resources/benchmarks/
bonfire.combonfire.com
  • 21bonfire.com/blog/nonprofit-webinar-statistics/
wistia.comwistia.com
  • 22wistia.com/learn/production/live-streaming-statistics/
podcastinsights.compodcastinsights.com
  • 23podcastinsights.com/podcast-statistics/
aspire.ioaspire.io
  • 24aspire.io/blog/influencer-marketing-statistics/
surveyhero.comsurveyhero.com
  • 25surveyhero.com/blog/nonprofit-survey-statistics/
hubspot.comhubspot.com
  • 26hubspot.com/marketing-statistics
  • 110hubspot.com/marketing-statistics/newsletters
goodfirms.cogoodfirms.co
  • 27goodfirms.co/best-analytics-tools
nonprofitpro.comnonprofitpro.com
  • 28nonprofitpro.com/article/nonprofit-marketing-strategy-statistics/
  • 54nonprofitpro.com/article/impact-reporting-donor-study-results/
  • 66nonprofitpro.com/article/nonprofit-marketing-statistics-budget/
  • 68nonprofitpro.com/article/nonprofit-marketers-understaffed-survey/
  • 83nonprofitpro.com/article/inflation-impact-on-nonprofit-funding-survey/
fundsforngos.orgfundsforngos.org
  • 34fundsforngos.org/ngo-nonprofit-donor-statistics/
mckinsey.commckinsey.com
  • 35mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-nonprofit-sector-and-digital-communications
  • 116mckinsey.com/featured-insights/leadership/measurement-and-roi-statistics
firstgiving.comfirstgiving.com
  • 36firstgiving.com/blog/donor-personalization-statistics/
reidhealth.orgreidhealth.org
  • 37reidhealth.org/sites/default/files/peer-to-peer-fundraising-report.pdf
razoo.comrazoo.com
  • 38razoo.com/blog/nonprofit-donation-statistics/
  • 46razoo.com/blog/recurring-giving-statistics/
networkforgood.comnetworkforgood.com
  • 39networkforgood.com/resources/donor-retention-statistics/
urban.orgurban.org
  • 40urban.org/research/publications/charity-and-donor-trends/
accuity.comaccuity.com
  • 41accuity.com/blog/nonprofit-donor-statistics-social-media/
northshore.orgnorthshore.org
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bbb.orgbbb.org
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pinkhamilton.compinkhamilton.com
  • 44pinkhamilton.com/nonprofit-donation-psychology-survey/
ogilvy.comogilvy.com
  • 45ogilvy.com/research/nonprofit-messaging-survey/
givingusa.orggivingusa.org
  • 49givingusa.org/repeat-donors-statistics/
nptrust.orgnptrust.org
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  • 115nptrust.org/resource/nonprofit-mailing-statistics/
kindful.comkindful.com
  • 53kindful.com/blog/nonprofit-storytelling-statistics/
eventbrite.comeventbrite.com
  • 55eventbrite.com/blog/nonprofit-event-statistics/
dosomething.orgdosomething.org
  • 56dosomething.org/research/nonprofit-volunteer-engagement-statistics/
verygood.orgverygood.org
  • 57verygood.org/nonprofit-receipt-timing-report/
retaildive.comretaildive.com
  • 58retaildive.com/news/nonprofit-donor-retention-strategy-statistics/
twilio.comtwilio.com
  • 59twilio.com/resources/state-of-text-messaging-marketing/
  • 95twilio.com/resources/sms-marketing-statistics/
mobilecause.commobilecause.com
  • 60mobilecause.com/blog/sms-fundraising-statistics/
nccs.urban.orgnccs.urban.org
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bls.govbls.gov
  • 63bls.gov/ces/cesnaics.htm
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gethired.comgethired.com
  • 64gethired.com/jobs/nonprofit-statistics/
501c3.org501c3.org
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nonprofitmarketingguide.orgnonprofitmarketingguide.org
  • 67nonprofitmarketingguide.org/nonprofit-marketing-statistics-underfunded/
  • 69nonprofitmarketingguide.org/nonprofit-staff-time-statistics/
clutch.coclutch.co
  • 70clutch.co/resources/nonprofit-marketing-statistics/
brafton.combrafton.com
  • 71brafton.com/blog/digital-marketing/nonprofit-digital-advertising-statistics/
fiverr.comfiverr.com
  • 72fiverr.com/research/freelancer-statistics/
marketingcharts.commarketingcharts.com
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afpglobal.orgafpglobal.org
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independentsector.orgindependentsector.org
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philanthropy.iupui.eduphilanthropy.iupui.edu
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guidestar.orgguidestar.org
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  • 80guidestar.org/nonprofit-benchmarking/program-expense-ratio/
  • 132guidestar.org/nonprofit-benchmarking/overhead-disclosure/
nonprofithub.orgnonprofithub.org
  • 79nonprofithub.org/nonprofit-benchmarking/fundraising-expense-ratio/
missionbox.commissionbox.com
  • 81missionbox.com/blog/nonprofit-financial-metrics/
  • 149missionbox.com/blog/nonprofit-storytelling-statistics/
councilofnonprofits.orgcouncilofnonprofits.org
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  • 139councilofnonprofits.org/resources/reporting-requirements-costs
google.comgoogle.com
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artsusa.orgartsusa.org
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grantwatch.comgrantwatch.com
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ajc.comajc.com
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thinkific.comthinkific.com
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ghs.orgghs.org
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verygoodgood.orgverygoodgood.org
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learn.fundraisinggoals.comlearn.fundraisinggoals.com
  • 93learn.fundraisinggoals.com/givingtuesday-nonprofit-statistics/
lumaverse.comlumaverse.com
  • 94lumaverse.com/nonprofit-campaign-planning-statistics/
wordstream.comwordstream.com
  • 96wordstream.com/blog/ws/paid-search-statistics
hootsuite.comhootsuite.com
  • 97hootsuite.com/resources/social-media-ad-statistics/
impact.comimpact.com
  • 98impact.com/blog/nonprofit-programmatic-advertising-statistics/
  • 118impact.com/reports/nonprofit-conversion-tracking-statistics/
donorsearch.comdonorsearch.com
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journalofmarketingresearch.comjournalofmarketingresearch.com
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iab.comiab.com
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statista.comstatista.com
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  • 107statista.com/topics/2449/cause-marketing/
g2.comg2.com
  • 103g2.com/articles/content-marketing-statistics
surveymonkey.comsurveymonkey.com
  • 104surveymonkey.com/mp/customer-testimonials-statistics/
bizzabo.combizzabo.com
  • 105bizzabo.com/resources/event-statistics/
iavm.orgiavm.org
  • 106iavm.org/resources/sponsorship-statistics/
apmreports.orgapmreports.org
  • 108apmreports.org/nonprofit-membership-drive-statistics/
prnewswire.comprnewswire.com
  • 109prnewswire.com/blog/nonprofit-pr-statistics/
sendinblue.comsendinblue.com
  • 111sendinblue.com/resources/email-marketing-statistics/
suitetalks.comsuitetalks.com
  • 112suitetalks.com/nonprofit-event-follow-up-statistics/
oberlo.comoberlo.com
  • 113oberlo.com/blog/ar-marketing-statistics/
growthrobotics.comgrowthrobotics.com
  • 114growthrobotics.com/chatbot-statistics/
kinsta.comkinsta.com
  • 117kinsta.com/blog/google-analytics-stats/
iapp.orgiapp.org
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edelman.comedelman.com
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gartner.comgartner.com
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  • 130gartner.com/en/information-technology/...
nonprofitimpact.comnonprofitimpact.com
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audiencedialogue.orgaudiencedialogue.org
  • 123audiencedialogue.org/annual-report-statistics/
fidelitycharitable.orgfidelitycharitable.org
  • 124fidelitycharitable.org/gift-advisor-statistics/
nonprofitssource.comnonprofitssource.com
  • 125nonprofitssource.com/benchmarking-dashboards-statistics/
vwo.comvwo.com
  • 127vwo.com/blog/a-b-testing-statistics/
naf.orgnaf.org
  • 128naf.org/resources/state-fundraising-compliance-survey/
livebusinessnews.comlivebusinessnews.com
  • 129livebusinessnews.com/donor-data-quality-statistics/
charitynavigator.orgcharitynavigator.org
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zippia.comzippia.com
  • 134zippia.com/advice/nonprofit-software-statistics/
globalspec.comglobalspec.com
  • 135globalspec.com/ltv-statistics/
bain.combain.com
  • 136bain.com/insights/donor-acquisition-metric-statistics/
intercom.comintercom.com
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afpnet.orgafpnet.org
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iso.orgiso.org
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hhs.govhhs.gov
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privacyaffairs.comprivacyaffairs.com
  • 142privacyaffairs.com/privacy-compliance-statistics/
gooddata.comgooddata.com
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klipfolio.comklipfolio.com
  • 144klipfolio.com/blog/kpi-statistics/
orbitmedia.comorbitmedia.com
  • 146orbitmedia.com/blog/marketing-audit-statistics/
sas.comsas.com
  • 147sas.com/en_us/insights/marketing-mix-modeling-statistics.html
bmiresearch.combmiresearch.com
  • 148bmiresearch.com/impact-reporting-donor-statistics/
ftc.govftc.gov
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