Donor management is critical for non-profit organizations to establish relationships with their donors, engage with them effectively, and secure funding for their programs. With the advent of technology, donor management has become more data-driven, enabling organizations to collect and analyze data to better understand their donors’ behavior and preferences.
In this article, we will explore donor management statistics to help non-profits understand the impact of data-driven strategies on donor engagement and fundraising.
Key Donor Management Statistics 2023 – MY Choice
- According to a report by NonProfit Pro, only 19% of donors who make a first-time gift to a nonprofit organization make a second gift.
- The same report stated that the average donor retention rate across all nonprofit sectors was 45.5% in 2017.
- A study by Blackbaud found that the average online donation amount was $128 in 2018.
- The same study also reported that online giving grew by 1.2% in 2018, with small organizations experiencing the most growth at 2.3%.
- A survey conducted by Classy found that 60% of donors prefer to make donations online, and 52% prefer to make recurring gifts.
- The same survey also revealed that 55% of donors are more likely to give to a nonprofit if they can see the impact of their donation.
- According to a report by Nonprofit Tech for Good, 57% of donors use social media to learn about nonprofit organizations.
- The same report also stated that 40% of donors are willing to give to a nonprofit organization via social media.
- A study by Double the Donation found that 84% of donors are more likely to donate if their employer has a matching gift program.
- The same study also reported that 18% of donors who work for companies with matching gift programs are not aware that their employer offers the program.
Donor Engagement stats
Table 1: Donor Management Benefits Statistics
|Benefits||Percentage of Volunteers Reporting|
|Lower Stress Levels||79%|
|Increased Self Esteem||88%|
Table 2: Donor Management Latest Statistics
|Achieving DMGs||18 to 66%|
|Total revenue from nonprofits in 2019||over $84.7 billion|
|2019 revenue is 5% greater than 2018 figures|
|Churches, schools, and foundations make up about 40% of all nonprofits in the US|
|Civil, social, and business engagement organizations make up 15% of all nonprofits in the US|
|Human services nonprofits make up 7% of all nonprofits in the US|
|Cultural and humanities nonprofits make up 7% of all nonprofits in the US|
|Religious organizations comprise 16.7% of total nonprofits||300,747 organizations|
|Schools and other educational institutions comprise 13.8% of total nonprofits||248,253 organizations|
|Foundations and grantmaking organizations comprise 9.2% of total nonprofits||165,031 organizations|
Table 3: Financial Statistics on Nonprofits
|Public support revenue of top 10% nonprofits||3.43%|
|Overall giving increased in 2020||2%|
|Online giving increased in 2020||21%|
|Retention rate for first-year, online-only donors||25%|
|Retention rate for multiyear, online-only donors||66%|
|Donors who said they will donate more due to COVID||25%|
|Donors who said the amount they donate won’t change||54%|
|Donors who plan to continue giving to their charities during the pandemic||43%|
Table 4: Volunteer Demographics
|Demographics||Percentage of Volunteers Reporting|
|People below 55 more likely to volunteer||44%|
|People 55 and older more likely to volunteer||38%|
|Nonprofit supporters who will update their will||26%|
|Nonprofit supporters who will not update their will||14%|
|Volunteers who said their volunteer time will decrease or stop due to pandemic||47%|
|Volunteers who said their volunteer time will increase due to pandemic||17%|
|Young Americans who volunteered in person with a cause or organization||6%|
|Young Americans who volunteered online or virtually||6%|
|Volunteers in England who participated in voluntary activities at least once in the last year||64%|
|Volunteers in England who participated at least once a month||39%|
|Female population in England that participated in voluntary activities in 2020||66%|
|Participants of volunteer activities in England aged 65 to 74||70%|
|Participants of volunteer activities in England aged 35 to 49||67%|
- 54% of donors worldwide prefer to give online.
- 30% of donors worldwide prefer to give via mobile devices.
- 77% of donors prefer to give multiple times to the same organization.
- Personalized emails have a 29% higher open rate and a 41% higher click-through rate than non-personalized emails.
- Non-profits that send personalized thank-you notes within 48 hours of a donation receive 4 times as many donations as those that do not.
Online Donations stats
- In 2020, online giving increased by 21%.
- 33% of all online donations are made on mobile devices.
- The average online gift is $128.
- Donations made through branded giving pages generate 6 times more revenue than those made through non-branded pages.
- Organizations that offer recurring giving options see a 4 times increase in donor retention.
Social Media stats
- 57% of donors have made a donation through social media.
- 55% of donors who engage with a non-profit’s social media posts take some sort of action, such as donating, volunteering, or attending an event.
- Facebook is the most popular social media platform for non-profits, with 97% of organizations using it for fundraising and engagement.
- Non-profits that use social media to thank donors receive 39% more donations.
Donor Retention stats
- Donor retention rates for first-time donors are around 23%.
- Donor retention rates for repeat donors are around 60%.
- Organizations that invest in donor retention strategies see a 4 times increase in revenue.
- Donors who are thanked within 48 hours are 4 times more likely to give again.
Data Analytics stats
- Organizations that use data analytics to inform their fundraising strategies raise 4 times more money than those that do not.
- 74% of non-profits say that data analytics is essential for understanding their donors.
- 46% of non-profits say that they do not have the necessary tools to analyze their data.
- The use of artificial intelligence in donor management is expected to increase by 49% by 2023.
Peer-to-Peer Fundraising stats
- Peer-to-peer fundraising campaigns raise 40% more than traditional fundraising campaigns.
- 55% of donors are more likely to donate to a friend’s fundraising campaign.
- Non-profits that provide fundraising coaching and support to their supporters see a 33% increase in fundraising results.
- Non-profits that provide social sharing tools to their supporters see a 7 times increase in donations.
Table 1: Donor Software Pricing
|Snowball Basic||Free with a 2.9% processing fee and 30¢ deduction per transaction. |
Table 2: Donor-Advised Fund (DAF) Statistics
|Estimated total number of DAF accounts in 2020||1,005,099|
|Estimated charitable assets in DAFs in 2020||$159.83 billion|
|Estimated charitable assets in private foundations in 2020||$1.1 trillion|
|Contributions to DAFs as a percentage of total giving in the US in 2020||10.1%|
|Grants from DAFs to qualified charities in 2020||$34.67 billion|
|Percentage of total grants made by independent foundations granted by DAFs||54.5%|
|Compound annual growth rate for grants from 2016 to 2020||21.4%|
|Compound annual growth rate for contributions from 2016 to 2020||17.4%|
|Payout rate for DAFs in 2020||23.8%|
|Average size of an individual DAF account in 2020||$159,019|
Table 3: Other Donor Management Statistics
|Estimated total charitable giving in the US in 2020||$471.44 billion|
|Gross domestic product decline year on year in 2020||3.4%²|
|Unemployment rate in the US in April 2020||14.8%³|
|Dow Jones Industrial increase in 2020||7.2%|
|Standard & Poor’s 500 Index increase in 2020||16.4%|
|Estimated number of registered public charities in the US under Section 501(c)||1.40 million|
|Estimated number of DAF accounts granted by 976 DAF charitable sponsors||864,099|
|Total value of grants from DAFs at National Charities to qualified charities||$21.17 billion|
|Percentage increase in grant dollars distributed from 2019 to 2020||23.2%|
|Compound annual growth rate for grants from 2016 to 2020 at National Charities||26.7%|
|Total grantmaking in the US in 2021||$88.55 billion, a 17.0% increase from the prior year estimate|
|Compound annual growth rate for charitable assets from 2016 through 2020||16.6%|
|Compound annual growth rate for the number of DAF accounts from 2016 to 2020||36.4%|
Trends in Donor Management
As the world becomes increasingly connected, the way we manage donors is also changing. Here are some of the latest trends in donor management:
1. Donor Data Privacy
2. Increased Focus on Donor Retention
While donor acquisition is still important, many organizations are shifting their focus towards donor retention. This is because it’s often more cost-effective to retain existing donors than to acquire new ones. According to research by the Association of Fundraising Professionals, the average donor retention rate is just 45%, which means that many organizations are losing nearly half of their donors each year.
3. Growing Importance of Social Media
Social media has become an increasingly important tool for nonprofit organizations to engage with donors and raise awareness for their cause. According to a report by Blackbaud, 71% of nonprofits are active on social media, and 92% believe that social media is effective for online fundraising.
Donor Management Latest Statistics
Now let’s dive into some of the key statistics related to donor management:
Table 1: Donor management stats
|DAF accounts (2019)||59,809|
|Total payout from DAFs at Single Issue Charities (2020)||35.0%|
|Payout rate at Single Issue Charities (2011)||33.3%|
|Payout rate at Single Issue Charities (2016)||26.5%|
|Average grant size at Single Issue Charities (2019)||$243,961|
|Grantmaking increase at National Charities (2020)||23.2%|
|Grantmaking increase at Community Foundations (2020)||33.7%|
|Grantmaking increase at Single Issue Charities (2020)||33.6%|
Table 2: Charitable giving statistics
|Percentage of charitable giving going to churches (1987)||53%|
|Percentage of charitable giving going to churches (2015)||32%|
|Percentage of unchurched Americans (2007)||16%|
|Percentage of unchurched Americans (2016)||23%|
|Charitable giving during the Great Depression||3.3%|
|Likelihood to give based on salary (less than $20,000 vs. $75,000)||8x|
|Percentage of atheist and agnostics who give||60%|
|Generations that make up 78.8% of total church giving||Greatest Generation, Silent Generation, and Boomers|
|Average credit card debt per US household (2016)||$16,061|
|Average annual interest paid by a home with revolving credit card debt||$904|
|Percentage of people carrying less than $50 (2017)||76%|
Table 3: Employee giving and engagement statistics
|Importance of working where culture is supportive of giving and volunteering||71%|
|Nonprofits that identify workplace giving as a growth strategy||>49%|
|Sales increase due to CSR initiatives||69%|
|Reason for not giving through the workplace (not available as choices)||30%|
|Company leaders who believe effective employee engagement programs help attract and retain employees||88%|
|Employers who believe offering employee engagement opportunities is important for attracting millennials||77%|
|Importance of working for an employer where mission and value align||70%|
|Top reason for remaining at a company (2014 Millennial Impact Study)||Having passions and talents recognized and addressed (53%)|
|Increase in effort by employees most committed to their organizations||57%|
|Reduction in employee turnover due to a well-designed CSR program||50%|
|Increase in employee engagement due to a well-designed CSR program||7.5%|
|Increase in employee productivity due to a well-designed CSR program||13%|
|Increase in revenue due to a well-designed CSR program||20%|
|Employees who would choose to work for a socially responsible company, even if it meant a lower salary||55%|
|Cost to employers due to the impact of financial stress on workers (13-18% of annual salary costs)||13-18%|
1. Online Giving
Online giving continues to grow in popularity, with more and more donors choosing to make their contributions online. According to the 2021 M+R Benchmarks Study, online giving increased by 10% in 2020, and the average online donation amount was $137.
2. Donor Retention
As mentioned earlier, donor retention is a major concern for many nonprofit organizations. Here are some key statistics related to donor retention:
- The average donor retention rate is just 45% (Association of Fundraising Professionals)
- It costs five times more to acquire a new donor than to retain an existing one (Nonprofit Source)
- Increasing donor retention by just 10% can increase the lifetime value of a nonprofit’s donor database by 200% (Nonprofit Hub)
3. Peer-to-Peer Fundraising
Peer-to-peer fundraising has become an increasingly popular way for nonprofits to engage their donors and raise funds. According to a report by Nonprofit Tech for Good, 64% of nonprofits use peer-to-peer fundraising, and 83% of those organizations say it’s effective.
4. Mobile Giving
Mobile giving is another growing trend in the world of donor management. According to a report by npENGAGE, 25% of online donations in 2020 were made on a mobile device. This highlights the importance of having a mobile-responsive website and donation form for nonprofits.
5. Corporate Giving
Corporate giving is an important source of funding for many nonprofit organizations. According to the Giving USA 2021 report, corporate giving increased by 13.4% in 2020, with a total of $21.09 billion donated.
Table 1: Donor Management Statistics
|Statistic||Result||Confidence Interval (CI)||Significance (p-value)|
|Difficulty of venipuncture and probability of developing pallor||Higher probability||95%||p < 0.001|
|Traumatic venipuncture as a determinant||Statistically significant||95%||p < 0.001|
|Multivariate analysis and statistical significance||Marked statistical significance||99%||p < 0.0002|
|Greatest statistical significance in periodic donors||Marked statistical significance||95%||p < 0.002|
|Sweating and dizziness as statistically significant factors||Statistically significant||95%||p < 0.05|
|Donor retention rate (example)||30%||–||–|
|Median donor retention rate in 2017||–||–||48%|
|Average retention rate over the past 10 years||–||–||44%|
|Donor retention rate in 2017||–||–||43%|
|Gift retention rate (example)||50%||–||–|
|Median gift retention rate||–||–||48%|
|Gains and losses in gifts||+$6.009 billion, -$5.762 billion||–||–|
|Net growth in revenue from charities||2.2%||–||–|
|Net gain in donors||0.747%||–||–|
|Monthly giving/recurring donors retention rate||90%||–||–|
|Organizations not reaching out to get an updated card||75%||–||–|
|DMG bundle met at referral, authorization, 12-18 hours, and prior to recovery||10%, 15%, 33%, 45%||–||–|
|Donors with 3 or more organs transplanted||43%||–||–|
|Increased creatinine level and donor management stats||–||95% CI: 0.63-0.85||–|
|DMGs met prior to organ recovery and change in number of DMGs achieved||OR = 1.90, 95% CI: 1.35-2.68||–|
|Majority of donors were men||–||–||–|
|Factors associated with 3 or more organs transplanted per donor||Younger age and lower creatinine level||–||–|
|1-year and 5-year survival rates of ECD transplants||90.6% and 69.9%||–||–|
Table 2: Monthly Giving/Recurring Donors Statistics
|Increase in a single donor’s annual contributions by converting to monthly donor||Up to 7 times|
|Donors who enrolled in automatic monthly giving in 2017 and still giving today||85%|
Effective donor management is crucial for the success of any nonprofit organization. By staying up-to-date with the latest trends and statistics in donor management, nonprofits can make informed decisions and build strong, lasting relationships with their donors. Whether it’s through online giving, peer-to-peer fundraising, or corporate partnerships, there are many ways to engage donors and make a positive impact on the world.