What do you get when you review the impact of five billion email messages, $1 billion in donations, $100 million in digital ad spending, and millions of social media interactions?
The 2021 edition of the annual M+R Benchmarks Study of nonprofit digital programs.
Here are just a few of the key takeaways:
- Overall donor retention was 36%
- Total online revenue grew by 3%
- Monthly giving increased by 24%
- Monthly giving is 22% of all online revenue
- The average one-time gift was $125
- Mobile devices accounted for 54% of website traffic
- The average mobile gift was $46 while the average desktop gift was $75
- Email lists increased by 7%
Why This Matters
While a 3% increase in donations is remarkable, this is on the heels of the unprecedented giving most nonprofits experienced in 2020 (M+R reports 2020 revenue growth was 49% above 2017 levels). For 2022, a slowing momentum on giving is more than expected. And as more people visit websites on mobile devices rather than desktop computers, it’s a good idea to focus on removing barriers from mobile giving and simplifying the donation process.
To learn more nonprofit digital trends and insights, check out the 2021 roadmap from the M+R Benchmarks Study.