By Editorial Staff | Reviewed by Syed Balkhi | November 1, 2024 | Reader Disclosure

Did you know? On average, desktop users contribute nearly 50% more than their mobile counterparts. This is just one of the many surprising facts we’ve come across regarding nonprofit marketing.

At WPBeginner, we’ve supported numerous nonprofits in enhancing their online visibility to effectively advocate for their missions. A number of our WordPress affiliates even provide exclusive discounts for nonprofit organizations.

However, we recognize that nonprofits require more than just tools. They also need insights, strategies, and data to optimize their limited resources.

We have compiled an extensive list of nonprofit marketing statistics and insights for you. Whether you are in charge of a small local charity or a large international organization, this resource will help you identify where to direct your efforts and enhance your impact.

Throughout our research, we discovered a variety of intriguing facts and data regarding the nonprofit marketing field. To facilitate your exploration, we have organized these findings into several categories, and you can use the quick links provided to jump to the topic that interests you the most:

The nonprofit sector is continuously changing, and being aware of the latest trends can significantly benefit your organization. Let’s examine some important statistics that reflect the current landscape of nonprofit marketing and fundraising.

This indicates that online fundraising tends to be more effective than traditional approaches. It emphasizes that maintaining a robust online presence can provide your nonprofit with an advantage in today’s digital environment.

Despite the competitive nature of fundraising, understanding its dynamics is essential.

The low return on donations serves as a stark reminder of the difficulties nonprofits face in attracting donors and persuading them to contribute. It emphasizes the importance of crafting every message carefully, as organizations must strive to differentiate themselves amid a plethora of competitors.

So, what strategies can enhance your online fundraising initiatives? If your nonprofit website is built on WordPress, a reliable donation plugin is crucial. One recommended option is WP Charitable.

Trusted by more than 10,000 organizations, Charitable is a comprehensive WordPress donation plugin. It’s also the choice of our founder, Syed Balkhi, for facilitating donations to the Balkhi Foundation.

This platform offers features such as customizable donation forms, ready-made donation pages, the ability to set up recurring donations, and tools for managing donors. Thanks to these options, we have been able to design campaigns that are optimized for conversion, enabling us to generate funds for the causes we are passionate about.

You will discover more about the plugin as we explore this comprehensive list of nonprofit statistics. If you desire a more detailed overview, consider examining our review of the Charitable plugin.

Matching gift programs are schemes in which employers match the charitable contributions made by their employees to nonprofit organizations.

These initiatives are favored because they empower donors to amplify their contributions without incurring additional personal costs. Additionally, they foster a sense of corporate social responsibility.

For those looking to maximize their contributions through matching gift programs, tools such as Double the Donation can be incredibly beneficial. This service allows donors to quickly verify if their employers participate in matching gift initiatives.

In cases where matching is available, donors typically complete a submission form for their employers, which can potentially double the donations received by your nonprofit organization.

While events can significantly boost donation amounts, it’s essential to maintain ongoing engagement to ensure donors remain committed.

This is where a comprehensive marketing strategy for nonprofits becomes crucial. By integrating in-person events with online marketing strategies, nonprofits can enhance donor retention more effectively.

In essence, many individuals are eager to pay for membership in a nonprofit organization that holds significance for them.

Memberships in nonprofit organizations often grant supporters unique advantages in return for ongoing financial support.

For instance, a news organization might offer its members access to all articles without advertisements, exclusive investigative reports, and opportunities to participate in Q&A sessions with journalists.

This approach can be advantageous beyond mere one-time donations as it helps establish a consistent revenue stream and fosters a stronger bond with supporters.

To establish a membership system for your nonprofit website, consider using a plugin like MemberPress. We utilized MemberPress to develop our video membership site at WPBeginner, but its flexibility allows it to cater to a variety of nonprofit requirements.

This tool enables you to set up paid memberships, generate paywalled content, or provide tiered membership levels with different perks.

Additionally, MemberPress has special pricing plans for eligible nonprofit organizations. For instance, the standard price for the basic plan is $359 per year, but qualifying nonprofits can obtain it for just $179.50 annually.

For further details, you can refer to our MemberPress review.

This section delves into the most effective digital avenues to achieve success in nonprofit fundraising.

The statistics surrounding nonprofit fundraising highlight the potency of direct communication. Email and social media enable nonprofits to share personal narratives and forge connections with supporters, which can significantly amplify online donations.

To enhance your nonprofit’s email marketing efforts, sidestep typical pitfalls by exploring our article on email marketing mistakes to avoid.

If you already possess a website, showcasing your social media presence there is highly beneficial. Consider utilizing a social media feed plugin to display your latest posts from platforms like Facebook, Instagram, and more, thereby enhancing your credibility as a nonprofit organization.

Smash Balloon provides discounts for nonprofit organizations. To take advantage of this offer, simply reach out to them and provide your nonprofit ID, a link to your website, and your position.

Search advertisements are effective at reaching potential donors who are actively looking for ways to support various causes, which can enhance the likelihood of receiving donations. This strategy is effective because individuals searching for particular charities or causes tend to be more inclined to contribute compared to those who encounter an ad while casually browsing.

To maximize the effectiveness of search ads, having a well-designed landing page is essential. You want to ensure that potential donors are led to a page that aligns with their expectations and clearly directs them towards making a donation.

For this purpose, we suggest using SeedProd. This tool is what we utilize to design our landing pages and “coming soon” pages for future projects. Our colleagues at OptinMonster also rely on it for their campaigns, achieving an impressive 340% increase in their conversion rates.

Discover more about the platform in our comprehensive review of SeedProd and our insightful guide on crafting a Google ad landing page that drives conversions.

Below is an illustration of a nonprofit landing page template created by SeedProd:

Through videos, supporters can witness the tangible effects of their contributions, listen to stories from those who benefited, and form a deeper emotional connection with your mission. This approach to visual storytelling often resonates more strongly than written words alone.

Additionally, with the growing popularity of TikTok, YouTube Shorts, and Instagram Reels, there are numerous chances to capture attention using short-form video content that requires minimal production effort.

The content discovery algorithm significantly enhances the likelihood of your message connecting with a broader and more relevant audience. As a result, attracting attention to your cause becomes more accessible, even if you have limited resources.

Incorporating videos on your website can also bolster your nonprofit’s online visibility. This method is especially effective for portraying your mission, sharing testimonials, or showcasing successful initiatives.

A notable example is the social venture TeachAids, which employs a fullscreen video background on their homepage to captivate visitors.

These metrics provide insight into what is effective, what is not, and where to direct your efforts for optimal fundraising success.

One of the most effective tools for monitoring these metrics is Google Analytics. It offers essential insights regarding your website traffic, user interactions, and conversion rates.

To enhance the functionality and user-friendliness of Google Analytics, several WordPress-based nonprofit organizations utilize MonsterInsights, a plugin that streamlines data analysis. This is also the tool we employ to track the performance of our own online platforms.

With MonsterInsights, you can monitor donation button clicks, keep track of form completions, identify which content garners the most engagement, gain insights into your audience demographics, and more. This ensures that your decisions are grounded in data rather than assumptions.

Additionally, qualifying nonprofit entities might qualify for special pricing on MonsterInsights. For just $69.65 per year, you can secure a yearly subscription to MonsterInsights Plus, a significant discount from the regular price of $99.60 per year.

For a comprehensive understanding of how MonsterInsights can enhance your nonprofit marketing initiatives, we recommend exploring the MonsterInsights review.

Grasping donor behavior is crucial for developing a successful nonprofit marketing strategy. Let’s examine some essential statistics that can influence your fundraising tactics.

To strengthen your arguments, prioritize storytelling that highlights the tangible effects of donations and fosters an emotional bond.

An excellent illustration is the content shared by EB Research Partnership on Instagram. This nonprofit organization frequently shares insights about the lives of children affected by the Epidermolysis Bullosa (EB) condition.

This strategy personalizes the cause, allowing donors to grasp the tangible effects of their donations. By sharing individual narratives and vibrant descriptions, EB Research Partnership fosters an emotional bond that inspires donors to contribute more generously.

Donors seek assurance that their gifts will indeed create a meaningful change. Observing actual accomplishments aids in establishing trust and confidence in the charity’s effectiveness.

To fulfill this need, consider incorporating social proof on your website. This can involve testimonials, case studies, and trust indicators that highlight your organization’s influence and reliability.

An excellent illustration of this is Pencils of Promise, which utilizes a number count animation to highlight the impact of their community:

To explore further, take a look at our article on how to create a reviews page in WordPress and our guide to the best social proof plugins.

This increase in generosity is often observed during the holiday season, as many individuals are inspired by year-end tax incentives.

In response to this trend, Charitable offers a feature to showcase a fundraising thermometer on your donation form, fostering a sense of urgency and displaying real-time progress towards your fundraising goal.

For detailed instructions, you can refer to our step-by-step guide on how to create a donation form for nonprofit organizations to get practical advice.

Donors frequently experience a sense of achievement when a particular need is fulfilled, which can sometimes result in a reduction in continued support.

A potential solution to this challenge is to establish progressive goals rather than focusing on a single significant target. Essentially, this means formulating a sequence of smaller, interconnected objectives to sustain your momentum.

For instance, instead of aiming to ‘raise money for our school’ as an overarching goal, you might consider setting progressive objectives like ‘fund the school’s building first,’ followed by securing funds for supplies, and subsequently addressing other necessities such as educational programs or technology enhancements.

This method keeps donors engaged for a longer duration and enables them to witness the continuing effects of their contributions.

Establishing monthly giving plans is an excellent way to ensure a consistent income flow. Charitable offers a recurring donations feature that can be quite beneficial for this purpose.

This tool allows donors to access their accounts to monitor and manage their regular contributions while receiving an overview of all their donations throughout the year.

The automated payment system simplifies the process for donors, encouraging them to give regularly and providing them easy access to their past contributions.

Furthermore, these website statistics offer valuable insights for nonprofits aspiring to enhance their online visibility.

With WordPress now driving over 43% of all websites on the internet, its popularity is quite understandable.

In contrast to other site builders like Wix or Squarespace, WordPress.org necessitates that you purchase your own hosting. However, it still provides an unparalleled mix of user-friendliness, customization, and scalability.

This flexibility allows you to select specific nonprofit WordPress plugins to build a website that perfectly meets your requirements.

Additionally, launching a WordPress.org site has become even more straightforward with hosting providers like Bluehost, which features one-click WordPress installation. This capability greatly accelerates the setup process, particularly for users who lack technical expertise.

Additionally, WPBeginner readers can receive a 75% discount on their first hosting purchase with our exclusive offer from Bluehost.

You can claim this offer by clicking the button below:

The .org domain represents ‘organization.’ It is favored by nonprofits as it quickly communicates to visitors that the site is associated with a mission-driven organization rather than a business.

This choice can enhance trust and credibility with potential donors and supporters, as it resonates with the values and objectives of the nonprofit sector.

If you’re looking to acquire a .org domain, consider exploring Domain.com. They provide competitive pricing along with domain privacy protection, ensuring that your personal details remain confidential from public access.

You might also think about combining your domain registration with your hosting service. Companies like Bluehost and Hostinger frequently include domain registration in their hosting plans, sometimes even offering the domain at no additional cost.

This approach is particularly beneficial for nonprofits, as it streamlines the website setup process while potentially reducing expenses.

An outdated website can convey that an organization is not up-to-date with modern trends or technologies. This could lead potential donors to question the credibility and legitimacy of the nonprofit.

If you are worried about the condition of your nonprofit’s website, WPBeginner provides professional website services.

Whether you want to build a custom site from the ground up or refresh your current one, our team is ready to assist you in creating a site that captivates donors.

Our service includes a dedicated project manager, numerous rounds of revisions to guarantee your total satisfaction, and an extensive training session to help you operate and manage your new site.

If you’re interested in discovering more about how we can enhance your nonprofit’s online presence, you can schedule a free consultation call with our team today.

Desktop users typically enjoy a more relaxed browsing experience, which can result in increased engagement and potentially higher contributions. They are often in environments such as home or work, where they feel more comfortable making significant transactions.

Conversely, mobile users may be on the move, leading them to make quicker, smaller contributions.

This information underscores the necessity of having a website that is optimized for mobile access for your nonprofit organization.

Initially, it is essential to have a responsive nonprofit theme that seamlessly adapts its design and content to accommodate various screen sizes, ranging from mobile devices to desktop computers.

Secondly, it’s essential to have a donation form that is optimized for smaller screens. Fortunately, Charitable provides templates that deliver a responsive design that works seamlessly across all devices.

You can also utilize WPForms to manage your donation process effectively.

This form builder plugin features a variety of donation form templates tailored for different scenarios, from event registrations to fundraising campaigns, crowdfunding, volunteer applications, and much more.

Additionally, WPForms offers a special discount for nonprofit organizations. You can acquire WPForms Pro for just $99 annually, which reflects a significant saving of 75% off the standard price.

If you’re interested in seeing the plugin in action, you can explore our comprehensive WPForms review.

As nonprofits increasingly depend on digital tools for fundraising and engaging donors, they become prime targets for cybercriminals seeking sensitive information or aiming to disrupt operations.

Focusing on cybersecurity within your nonprofit marketing strategy is essential to safeguard your organization’s online resources and maintain donor trust. This includes protecting your website, donor databases, and email systems.

We suggest utilizing a security plugin like Cloudflare, which we have adopted. It has significantly improved our page loading speeds, boosted security, and enhanced overall website stability.

For enhanced protection and peace of mind, explore the professional services offered by WPBeginner.

We provide WordPress maintenance and hacked site repair services. Unlike a plugin, our services offer real human expertise to keep an eye on and swiftly respond to any security concerns.

Our team is committed to proactively safeguarding your site, routinely updating your WordPress installation and plugins, and promptly addressing any security incidents when they arise.

Social media channels significantly contribute to driving donations for nonprofits. Here’s what the most recent statistics show:

Facebook’s achievement in generating donations can be attributed to its extensive and varied user base.

That said, it’s crucial to recognize that these figures may not be applicable universally. The best platform for your organization is contingent on your target audience.

For example, if your nonprofit is centered around issues relevant to younger generations, then Instagram or TikTok could yield more favorable outcomes.

A notable instance is To Write Love on Her Arms, a nonprofit initiative that addresses mental health. Given that this topic resonates strongly with younger demographics, it enjoys a substantial following on Instagram.

TikTok’s swift expansion can be attributed to its appeal among younger demographics and its effective algorithm that aids in discovering new content.

For nonprofit organizations, establishing a TikTok account could be a valuable way to raise awareness for various causes.

As you begin to generate content, you might consider the option to showcase TikTok videos on your WordPress site. This approach can help inform your audience about your TikTok activities and potentially grow your follower count.

Public figures, influencers, and content creators can act as significant partners in nonprofit marketing efforts. They bring their loyal followers and credibility to your mission, helping to connect with new donors and supporters.

Success fundamentally depends on selecting the right influencer and designing a campaign that resonates authentically with both the influencer’s brand and your nonprofit’s mission.

One notable instance is actress Florence Pugh’s partnership with Racing Dementia. Known for her cooking videos, she hosted a special segment called ‘Cooking With Flo’ to discuss dementia for this campaign.

This content showcases her unique and engaging approach, seamlessly addressing a serious subject while merging entertainment and education about the cause.

As a result, Pugh’s audience gains insight into Racing Dementia in a manner that feels organic and inviting, potentially boosting support for the nonprofit.

The impressive conversion rate observed on LinkedIn is likely attributed to its professional user base, which tends to be more financially secure and open to supporting meaningful causes.

For effective promotion of your nonprofit organization on LinkedIn, consider posting consistently about the positive changes your organization is making, incorporating real-life infographics and data.

Users on LinkedIn appreciate content that merges professional analysis with personal narratives. Thus, feel free to showcase the human aspect of your nonprofit’s mission alongside impactful statistics.

Additionally, it’s beneficial to motivate your team members to share your posts within their own professional circles. This strategy expands your outreach beyond just your organization’s page. When your employees disseminate your content, it adds an element of authenticity and can engage a broader audience.

The statistics related to nonprofit fundraising highlight intriguing patterns in the methods donors prefer when making their contributions.

Many individuals frequently use cards, which makes them a convenient option for online giving. Often, it involves simply entering card information once and being able to contribute with just a few clicks in subsequent transactions.

If you are utilizing Charitable, you can accept credit card payments through Stripe or debit card transactions using the Authorize.net addon.

This plugin guarantees that sensitive payment information is not stored on your site, providing security for both donors and the causes they support.

Charitable ensures compliance with PCI, GDPR, and CCPA regulations, which means that your donors’ information is safeguarded according to the most current security and privacy practices. This assurance can provide donors with confidence while they support your mission.

If you are looking for an even easier method to handle donation payments, you might want to explore a specific payment solution.

This payment plugin operates seamlessly with Stripe and is ideal for managing a single campaign without the need for the additional donation functionalities that Charitable offers. Furthermore, it allows you to implement a pay-what-you-want model, providing donors with the flexibility to contribute an amount that suits their budget.

In addition, eligible nonprofit organizations can take advantage of a significant discount on the licensing for this payment solution.

If you wish to gain further insight into the plugin, we encourage you to check out our review of WP Simple Pay.

This rise in donation amounts may be attributed to the various payment methods that align with different donor preferences.

Some individuals find comfort in using PayPal, while others appreciate the ease of digital wallets. ACH payments may be appealing for larger contributions because of their lower transaction fees.

Thankfully, Charitable supports ACH, PayPal, Google Pay, and Apple Pay, along with other integrated payment options.

Utilizing Charitable allows you to provide your supporters with a variety of payment methods, which can lead to an increase in both the quantity and value of contributions to your mission.

However, having the right tools alone won’t guarantee success; effective communication and a solid content marketing approach are essential. Here are some important statistics to inspire your strategy:

Personalization involves customizing your email communications for each recipient. This can be achieved by incorporating their names, referencing past interactions, or organizing your email list according to donor behavior. Individuals are more inclined to engage with emails that resonate with their personal interests.

To enhance your personalization efforts, think about utilizing an email marketing platform like Constant Contact.

This platform provides the capability to incorporate personalized content into your subject lines, such as the recipient’s name. If their name isn’t available in your database, you can opt for alternatives like ‘Friend’ or ‘Valued Member.’

For further information about this platform, you can check out our Constant Contact review.

Individuals generally feel a stronger connection and trust towards fellow human beings rather than impersonal entities. This tactic is especially beneficial in the realm of email fundraising.

For instance, in email outreach, communications could originate from a specific team member instead of a standard organizational email. You can even create a professional email using the team member’s name, like john@nonprofit.com, enhancing the personal touch.

In addition, you can take advantage of our complimentary tool to create a personalized email signature. This allows you to design a professional signature that highlights your name, job title, and profile image, making it clear to recipients that the email is from a real individual and not an automated system.

Messages that are hopeful and aspirational inspire donors by illustrating the potential positive outcomes of their contributions instead of dwelling on negative consequences or invoking feelings of guilt.

For instance, rather than saying, ‘Without your help, children will go hungry’ (which is fear-based), a more effective message could be, ‘Your donation can provide nutritious meals for children in need’ (which is hopeful). This method focuses on offering solutions instead of emphasizing problems.

If you’re uncertain about how to transform your initial message into a more positive one, consider utilizing an AI writing tool. These content generation tools can propose alternative wording, generate ideas for success stories, or assist in crafting compelling calls-to-action that concentrate on hope and positive outcomes.

For additional insights, we have a resource detailing the use of AI to create content. However, it’s crucial to remember that while AI is a valuable tool, you must infuse personal touches into the material to ensure it aligns with your nonprofit’s unique voice.

Segmentation involves breaking your audience into smaller groups defined by specific traits or behaviors. This strategy enables you to customize your messages for each segment, enhancing their relevance and impact.

To achieve efficient email segmentation, we recommend a platform that has greatly enhanced our email marketing efforts. Its robust segmentation features have led to notable improvements in our results.

With this platform, we can send precisely targeted emails that cater to specific user actions or traits. For instance, when a subscriber engages with a particular link in one of our emails, we can categorize them as having an interest in that subject. This capability allows us to deliver more pertinent content in the future.

Discover more about this email marketing tool in our article discussing our transition from Mailchimp to Drip.

Nonprofits are increasingly utilizing technology to enhance fundraising efforts and connect with their donors. Here are some key insights:

Customer Relationship Management software is essential for nonprofits to streamline donor information and maintain ongoing communication effortlessly. It is beneficial for strategizing marketing campaigns and boosting fundraising efforts.

Take HubSpot CRM as an illustration. This tool allows you to collect supporter information through various channels such as forms, chatbots, and social media. Your team can subsequently engage with potential donors, track their interactions with your nonprofit, and improve their overall experience with your organization.

HubSpot provides an extensive overview of your marketing initiatives, which is essential for developing a robust marketing strategy for nonprofits.

For additional insights, you can explore our comprehensive review of HubSpot.

This interest has led many nonprofits to explore the potential of utilizing AI for their marketing and fundraising efforts, although formal guidelines for its use have yet to be established. As AI integration becomes more prevalent in nonprofit tools, establishing clear protocols is crucial.

Incorporating AI into nonprofit marketing should involve maintaining the distinctive voice of your organization, ensuring the accuracy of AI-generated content, utilizing AI as a support tool while preserving human creativity, and safeguarding donor information during data analysis with AI.

These elements are crucial for maintaining the trust of your donors.

References:

Feathr, Classy, HubSpot, Nonprofit Marketing Guide, Campaign Monitor, Double the Donation, M+R Benchmarks, Nonprofit Tech for Good, Getting Attention, Donor Direct.

We trust that this compilation of nonprofit marketing statistics and insights will assist you in enhancing your strategy and advancing your cause.

If you’re interested in exploring more insights based on data, take a look at the articles listed below:

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Syed Balkhi

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