Fundraising trends from 2019
The nonprofit fundraising landscape is evolving. Lots of groups saw strong performance from channels that haven’t traditionally had a big impact (like peer-to-peer texting). Some saw reliable channels become not so reliable. Donor behaviors are changing, new channels are emerging, and tools and technology are catching up.
Non profits who’ve invested in growing their mobile lists over the last few years are starting to see major returns. Text messages are less likely to get lost in a crowded inbox, so it’s a great way to get supporters’ attention. The numbers say it all: The 2019 M+R’s Benchmarks Study found fundraising SMS messages on an average 13% clickthrough rate, compared to the 0.44% for fundraising emails!
In 2018, users on mobile devices accounted for 48% of all traffic to nonprofit websites, compared to just 44% for desktop, while mobile users were about half of all nonprofit web traffic, they accounted for just 30% of gifts, and 21% of revenue. But a desktop user is still more likely to make a gift, and those gifts are likely to be larger (the average for a desktop gift was $53 higher than for a mobile gift).
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