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Nonprofit statistics covering fundraising, charitable giving, online giving, social media, mobile, donor retention, email marketing, stewardship, donor research, charitable organizations, donor trends, direct mail, giving, and other key not-for-profit charitable giving metrics and benchmarks. Sources include: National Center for Charitable Statistics, Giving USA, Blackbaud 2013 Charitable Giving Report, 2013 eNonprofits Benchmark Study, Money for Good Report, Money for Good II Report, 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report, Reactivating Lapsed Donors, Target Analytics, Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends — North America, Next Generation of American Giving Report, The Seven Key Drivers of Donor Commitment Idea Bank, Online Fundraising Scorecard, Blackbaud
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50 FASCINATING NONPROFIT STATISTICS
© 2014 Blackbaud
Steve MacLaughlin Director, Idea Lab
www.npengage.com @smaclaughlin
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#01
Source: National Center for Charitable Statistics
1,409,430 Number of tax-exempt nonprofit organizations in the United States
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#02
Source: Giving USA
$316.23 billion Total donated to United States charitable causes in 2012
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#03
Source: National Center for Charitable Statistics
817,379 Number of nonprofits with less than $100,000 in total revenue
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #04
Source: Blackbaud 2013 Charitable Giving Report
4.9% Percentage increase in overall fundraising during 2013 in the US
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #05
72% Percentage of US charitable giving that comes from individuals
Source: Giving USA
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#06
Source: Reactivating Lapsed Donors, Target Analytics
23.7% Retention rate of first-year donors
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #07
Source: Blackbaud 2013 Charitable Giving Report
13.5% Percentage increase in online fundraising during 2013 in the US
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #08
Source: Online Fundraising Scorecard
84% Percentage of nonprofits donation landing pages that are not optimized for mobile
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #09
6% Percentage of United States charitable giving that comes from corporations
Source: Giving USA
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #10
Source: Money for Good II Report
63% Percentage of donors that want to know how money will be used
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#11
15% Percentage of US charitable giving that comes from foundations
Source: Giving USA
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #12
Source: Blackbaud 2013 Charitable Giving Report
18.1% Percentage increase in online giving to Faith-based nonprofits in 2013
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #13
Source: Money for Good II Report
12% Percentage increase in giving by individual donors if nonprofits provide what they need
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#14
Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN
76% Percentage of nonprofit mobile subscribers that came from integration with CRM
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #15
Source: Blackbaud 2013 Charitable Giving Report
6.4% Percentage of overall fundraising from online giving during 2013 in the United States
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #16
32% Percentage of United States charitable giving that goes to Faith-based organizations
Source: Giving USA
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #17
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends — North America
25% Percentage of nonprofit professionals who have a documented content strategy
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #18
21,788 Average number of Twitter followers for a nonprofit organization in 2012
Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#19
13% Percentage of United States charitable giving that goes to Education organizations
Source: Giving USA
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #20
Source: The Seven Key Drivers of Donor Commitment Idea Bank
50% Percentage of donors that say personalization of thank you is more important than speed
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #21
Source: Money for Good Report
$25 billion Amount in donations not loyal to an organization and switchable to new charities
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#22
3% Percentage of US charitable giving that goes to Environment/Animals organizations
Source: Giving USA
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#23
75% Percentage of donors that spend less than 2 hours researching nonprofits before giving
Source: Money for Good Report
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#24
Source: Blackbaud 2013 Charitable Giving Report
13.2% Percentage increase in giving to International Affairs nonprofits in 2013
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #25
9% Percentage of United States charitable giving that goes to Health organizations
Source: Giving USA
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #26
Source: Blackbaud 2013 Charitable Giving Report
18.2% Percentage of overall fundraising from online giving for Medical Research nonprofits
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #27
3,352 Average number of Twitter followers for a small nonprofit organization in 2012
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends — North America
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #28
Source: Online Fundraising Scorecard
63% Percentage of nonprofits that sent at least one email within 30 days of sign-up
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #29
Source: Blackbaud
$24 billion Total donated online to United States charitable causes in 2012
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #30
Source: Blackbaud 2013 Charitable Giving Report
33.6% Percentage of overall giving that happened in last three months of 2013
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #31
4 Average nonprofit email messages sent per month per subscriber in 2012
Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #32
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends — North America
11 Average number of content marketing tactics used by nonprofit professionals
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #33
Source: Blackbaud 2013 Charitable Giving Report
17.5% Percentage of overall giving that happened in December 2013 in the United States
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #34
Source: Online Fundraising Scorecard
36% Percentage of nonprofits that send emails with multiple conflicting calls-to-action
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #35
Source: Blackbaud 2013 Charitable Giving Report
7.8% Percentage of overall fundraising from online giving for Small nonprofits during 2013
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS#36
16% Average percentage of nonprofit email list churn in 2012
Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #37
$31 billion The fundraising market opportunity for individual donors willing to invest less than $10,000 today
Source: Money for Good Report
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #38
Source: Online Fundraising Scorecard
65% Percentage of nonprofits that make donors click 3 or more times to give a donation
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #39
32% Percentage increase in mobile subscriber lists in 2012
Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #40
Source: Money for Good II Report
6% Percentage of individual donors that researched to compare nonprofits
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #41
Source: National Center for Charitable Statistics
2% Percentage of nonprofits that account for 86% of total reported revenue
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #42
Source: Money for Good II Report
48% Percentage of high net worth households who get info on nonprofits from advisors
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #43
Source: Next Generation of American Giving Report
62% Percentage of Generation Y donors that would give by mobile phone
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #44
3% Percentage of people who donate based on the relative performance of a nonprofit
Source: Money for Good Report
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #45
Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
3% Percentage of offline donors who renewed their giving online
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #46
32% Percentage of online donors who renewed their giving offline
Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #47
58.4% Retention rate of multi-year donors
Source: Reactivating Lapsed Donors, Target Analytics
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #48
Source: Next Generation of American Giving Report
4.5 Average number of nonprofit organizations that Baby Boomer donors give to
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #49
Source: Next Generation of American Giving Report
3.3 Average number of nonprofit organizations that Generation Y donors give to
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS #50
Source: Blackbaud
90% Percentage of year-over-year increase in online giving on #GivingTuesday in 2013
© 2014 Blackbaud
FIFTY FASCINATING NONPROFIT STATISTICS SOURCES Next Generation of American Giving
Report
The Seven Key Drivers of Donor Commitment Idea Bank
Online Fundraising Scorecard
Blackbaud
ABOUT STEVE MacLAUGHLIN
Director of the Idea Lab at Blackbaud
NTEN Board of Directors
Blog: www.npengage.com
Twitter: @smaclaughlin
National Center for Charitable Statistics
Giving USA
Blackbaud 2013 Charitable Giving Report
2013 eNonprofits Benchmark Study
Money for Good Report
Money for Good II Report
2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
Reactivating Lapsed Donors, Target Analytics
Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends — North America
© 2014 Blackbaud
Steve MacLaughlin Director, Idea Lab
www.npengage.com @smaclaughlin
Thank You