50 Fascinating Nonprofit Statistics

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50 FASCINATING NONPROFIT STATISTICS

Steve MacLaughlin Director, Idea Lab

www.npengage.com @smaclaughlin

FIFTY FASCINATING NONPROFIT STATISTICS#01

Source: National Center for Charitable Statistics

1,409,430 Number of tax-exempt nonprofit organizations in the United States

Source: Giving USA

$316.23 billion Total donated to United States charitable causes in 2012

817,379 Number of nonprofits with less than $100,000 in total revenue

FIFTY FASCINATING NONPROFIT STATISTICS #04

Source: Blackbaud 2013 Charitable Giving Report

4.9% Percentage increase in overall fundraising during 2013 in the US

72% Percentage of US charitable giving that comes from individuals

Source: Giving USA

Source: Reactivating Lapsed Donors, Target Analytics

23.7% Retention rate of first-year donors

13.5% Percentage increase in online fundraising during 2013 in the US

Source: Online Fundraising Scorecard

84% Percentage of nonprofits donation landing pages that are not optimized for mobile

6% Percentage of United States charitable giving that comes from corporations

Source: Giving USA

Source: Money for Good II Report

63% Percentage of donors that want to know how money will be used

15% Percentage of US charitable giving that comes from foundations

Source: Giving USA

18.1% Percentage increase in online giving to Faith-based nonprofits in 2013

12% Percentage increase in giving by individual donors if nonprofits provide what they need

Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN

76% Percentage of nonprofit mobile subscribers that came from integration with CRM

6.4% Percentage of overall fundraising from online giving during 2013 in the United States

32% Percentage of United States charitable giving that goes to Faith-based organizations

Source: Giving USA

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends — North America

25% Percentage of nonprofit professionals who have a documented content strategy

21,788 Average number of Twitter followers for a nonprofit organization in 2012

13% Percentage of United States charitable giving that goes to Education organizations

Source: Giving USA

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

Source: Money for Good Report

$25 billion Amount in donations not loyal to an organization and switchable to new charities

3% Percentage of US charitable giving that goes to Environment/Animals organizations

Source: Giving USA

75% Percentage of donors that spend less than 2 hours researching nonprofits before giving

13.2% Percentage increase in giving to International Affairs nonprofits in 2013

9% Percentage of United States charitable giving that goes to Health organizations

Source: Giving USA

18.2% Percentage of overall fundraising from online giving for Medical Research nonprofits

3,352 Average number of Twitter followers for a small nonprofit organization in 2012

63% Percentage of nonprofits that sent at least one email within 30 days of sign-up

Source: Blackbaud

$24 billion Total donated online to United States charitable causes in 2012

33.6% Percentage of overall giving that happened in last three months of 2013

4 Average nonprofit email messages sent per month per subscriber in 2012

11 Average number of content marketing tactics used by nonprofit professionals

17.5% Percentage of overall giving that happened in December 2013 in the United States

36% Percentage of nonprofits that send emails with multiple conflicting calls-to-action

7.8% Percentage of overall fundraising from online giving for Small nonprofits during 2013

16% Average percentage of nonprofit email list churn in 2012

$31 billion The fundraising market opportunity for individual donors willing to invest less than $10,000 today

65% Percentage of nonprofits that make donors click 3 or more times to give a donation

32% Percentage increase in mobile subscriber lists in 2012

6% Percentage of individual donors that researched to compare nonprofits

2% Percentage of nonprofits that account for 86% of total reported revenue

48% Percentage of high net worth households who get info on nonprofits from advisors

Source: Next Generation of American Giving Report

62% Percentage of Generation Y donors that would give by mobile phone

3% Percentage of people who donate based on the relative performance of a nonprofit

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report

3% Percentage of offline donors who renewed their giving online

32% Percentage of online donors who renewed their giving offline

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report

58.4% Retention rate of multi-year donors

Source: Reactivating Lapsed Donors, Target Analytics

4.5 Average number of nonprofit organizations that Baby Boomer donors give to

3.3 Average number of nonprofit organizations that Generation Y donors give to

Source: Blackbaud

90% Percentage of year-over-year increase in online giving on #GivingTuesday in 2013

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

Steve MacLaughlin Director, Idea Lab

www.npengage.com @smaclaughlin

Thank You