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Nonprofits say three of their top four engagement channels are now digital (websites, email campaigns, and social media); the lone non-digital channel in the top four is in-person events.
Since 2013, online giving has risen across the board, with the biggest increase in donations coming from social channels.
Some 81% of nonprofits say Facebook is the most important social network for their organization. Twitter is a distant second, with 11% of nonprofits ranking it as most important.
P2P fundraising campaigns, in which individuals/teams rally support to make donations to a cause, has become an important, and fast-growing, digital tactic for nonprofits.
While new digital channels get all the buzz, email remains a steady—and effective—workhorse for most nonprofits; email campaigns account for one-third of all revenue raised, on average.
Giving Tuesday, which started in 2012 as a way to encourage donations after Cyber Monday, has been growing rapidly; last year donations spiked by more than a third compared with 2013.
SOURCES: ABILA, CARE2, CLASSY, M+R, NETWORK FOR GOOD, NONPROFIT MARKETING GUIDE, NTEN, SALSA GUIDES
THE AVERAGE P2P FUNDRAISER RAISES OF ALL ONLINE
DONATIONS ARE NOW MADE THROUGH P2P CAMPAIGNS
Email has the best return on investment
of any marketing tactic
raised by 4,300 organizations on Giving
Tuesday 2014
more moneyraised compared
with 2013
more transactionvolume compared
with 2013
more organizations receiving donations compared with 2012
The Top 5 Social Networks Categorized as Necessary by Nonprofits
NONPROFITWEBSITE
FOR ALL ONLINE CHANNELS
INCREASE IN SOCIAL FUNDRAISING
IN-PERSON EVENTS
EMAIL CAMPAIGNS
SOCIAL MEDIA
NONPROFITS HAVEFULLY EMBRACED DIGITAL
Most Important EngagementChannels for Nonprofits
ONLINE GIVING IS UP,ESPECIALLY VIA SOCIAL
FACEBOOK IS SEEN AS ESSENTIAL FOR SOCIAL SUCCESS
PEER-TO-PEER FUNDRAISING
WEBSITES HAVE BECOMEENGAGEMENT HUBS
EMAIL REMAINSEXTREMELY EFFECTIVE
#GIVINGTUESDAY IS BIG, AND GROWING
IS ON THE RISE
Increase in Fundraising ContributionsBetween 2013 and 2014
+13% +70%
32% 19% 15% 11%
$568 33%
YOUTUBE
76%
46%
32%
20%
96%
FROM 7 DONORS
Twitter: @MDGadvertising.commdgadvertising.com
HOW DIGITAL AND SOCIAL MEDIAHAVE TRANSFORMEDNONPROFITS
2015 TRENDS
@MDGadvertisingby
Websites have become essential hubs for nonprofits, providing information about the organizations, serving as a main channel for receiving donations, and aggregating social posts.
+26.1M +36% +50% +28%
year-over-year increase in visitors to nonprofit web-sites since 2013
+11% amount raised, on average, for each nonprofit website visitor
61¢of websites visitors, on average, end up making a donation
0.76%
Nonprofit organizations are seeing huge growth online, both on established digital channels and emerging ones such as peer-to-peer social campaigns.
$40 forevery
$1 spent
Emailspursaction
29actions for every 1000 messages
sent
of nonprofits send a newsletter at least
monthly
62%
of nonprofits say they send appeals for donations at
least monthly
45%
$