Staying ahead in digital fundraising is essential for nonprofits to thrive in an increasingly competitive space. Drawing from insights shared by Jeremy Haselwood during his recent webinar, "Today’s Digital Fundraising Trends, and How to Apply Them to Your Nonprofit," this blog distills key strategies, benchmarks, and tips to help your organization maximize its impact in 2025.
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Digital fundraising has experienced a slight decline over the past two years. However, there are still ample opportunities to grow:
Average one-time digital gift: $115
First-year donor retention rate: 23%
Multi-year donor retention rate: 61%
Key takeaway: Focus on improving donor retention by building relationships and consistently sharing your nonprofit’s impact story.
December accounts for 26% of all digital revenue, with 5% coming in on December 31st alone. To capitalize on this, plan campaigns that align with the following periods:
Giving Tuesday (December 3rd, 2024): Tailor messaging to urgency and community impact.
Holiday Campaigns: Run through December 24th, emphasizing gratitude and generosity.
Year-End Campaigns: Focus heavily on the final week of December with deadline-driven messaging.
Monthly giving is growing rapidly, accounting for 31% of all online revenue and increasing by 6% year over year. The average monthly gift is $24, resulting in an annual value of $288 per donor—a significant jump from the $115 average one-time gift.
Launch a monthly giving program if you don’t already have one.
Use Giving Tuesday as an opportunity to convert one-time donors into monthly supporters.
Ask for a baseline amount of $25/month to ensure meaningful contributions.
With 33% of online donations coming from mobile devices, ensuring a seamless mobile experience is essential:
Mobile-friendly donation pages: Verify that your pages are optimized for all devices.
Average mobile gift value: $83 (vs. $137 on desktop), indicating the need for user-friendly processes to encourage higher donations.
Not all ad channels are equal. Here’s how they stack up based on return on ad spend (ROAS):
Search ads (Google, Bing): $2.00+ for every dollar spent
Display ads: $1.26 per dollar spent (a significant improvement from previous years)
Meta (Facebook/Instagram): Less than $1 per dollar spent
TikTok ads: $0.17 per dollar spent—avoid this channel for fundraising.
Search ads: $55
Meta (Facebook/Instagram): $117
Connected TV ads: $1,000
While acquisition costs can seem high, focus on lifetime donor value to justify investments in these channels.
For Meta ads, prioritize newsfeed ads over story or reel ads for higher conversions.
Jeremy emphasized the importance of analyzing industry benchmarks alongside your own performance:
Identify 2–4 metrics to improve in 2024.
Document a clear plan with timelines and responsibilities.
Benchmark your results regularly to track progress and adapt strategies.
Secure a matching gift from a major donor, local business, or board member.
Promote the match to encourage higher donations (e.g., “Your $50 gift will be doubled!”).
Engage a small group of advocates—board members, volunteers, or staff—to share campaigns with their networks.
Equip them with templates and resources to amplify your reach.
Email fundraising remains a cornerstone for nonprofit campaigns. Use these tips to maximize your email efforts:
Segment your audience: Tailor messages to donor history and preferences.
Craft compelling subject lines: Increase open rates with clear and engaging headlines.
Include donation buttons: Ensure your calls to action are easy to find and use.
Email campaigns can also complement other strategies like matching gifts and Giving Tuesday promotions, enhancing overall fundraising success.
As Jeremy noted, “Thank you for the work you do.” Nonprofit professionals are making a difference daily, and embracing these digital trends can enhance your impact in 2025 and beyond. Take the time to plan, implement, and refine your strategies—your mission deserves it! 🌟
For more in-depth strategies, check out Jeremy’s resources like the "Giving Tuesday Blueprint" and his book, The Digital Fundraising Blueprint. And remember, a small step today can lead to monumental impact tomorrow.