50 Fascinating Nonprofit Statistics

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Published on February 16, 2014

Author: smaclaughlin

Source: slideshare.net

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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

50 FASCINATING NONPROFIT STATISTICS Steve MacLaughlin Director, Idea Lab www.npengage.com @smaclaughlin © 2014 Blackbaud

#01   FIFTY FASCINATING NONPROFIT STATISTICS 1,409,430   Number of tax-exempt nonprofit organizations in the United States   Source: National Center for Charitable Statistics © 2014 Blackbaud

#02   FIFTY FASCINATING NONPROFIT STATISTICS $316.23 billion   Total donated to United States charitable causes in 2012   Source: Giving USA © 2014 Blackbaud

#03   FIFTY FASCINATING NONPROFIT STATISTICS 817,379   Number of nonprofits with less than $100,000 in total revenue   Source: National Center for Charitable Statistics © 2014 Blackbaud

#04   FIFTY FASCINATING NONPROFIT STATISTICS   4.9%   Percentage increase in overall fundraising during 2013 in the US   Source: Blackbaud 2013 Charitable Giving Report © 2014 Blackbaud

#05   FIFTY FASCINATING NONPROFIT STATISTICS   72%   Percentage of US charitable giving that comes from individuals   Source: Giving USA © 2014 Blackbaud

#06   FIFTY FASCINATING NONPROFIT STATISTICS 23.7%   Retention rate of first-year donors   Source: Reactivating Lapsed Donors, Target Analytics © 2014 Blackbaud

#07   FIFTY FASCINATING NONPROFIT STATISTICS   13.5%   Percentage increase in online fundraising during 2013 in the US   Source: Blackbaud 2013 Charitable Giving Report © 2014 Blackbaud

#08   FIFTY FASCINATING NONPROFIT STATISTICS   84%   Percentage of nonprofits donation landing pages that are not optimized for mobile   Source: Online Fundraising Scorecard © 2014 Blackbaud

#09   FIFTY FASCINATING NONPROFIT STATISTICS   6%   Percentage of United States charitable giving that comes from corporations   Source: Giving USA © 2014 Blackbaud

#10   FIFTY FASCINATING NONPROFIT STATISTICS   63%   Percentage of donors that want to know how money will be used   Source: Money for Good II Report © 2014 Blackbaud

#11   FIFTY FASCINATING NONPROFIT STATISTICS 15%   Percentage of US charitable giving that comes from foundations   Source: Giving USA © 2014 Blackbaud

#12   FIFTY FASCINATING NONPROFIT STATISTICS   18.1%   Percentage increase in online giving to Faith-based nonprofits in 2013   Source: Blackbaud 2013 Charitable Giving Report © 2014 Blackbaud

#13   FIFTY FASCINATING NONPROFIT STATISTICS   12%   Percentage increase in giving by individual donors if nonprofits provide what they need   Source: Money for Good II Report © 2014 Blackbaud

#14   FIFTY FASCINATING NONPROFIT STATISTICS 76%   Percentage of nonprofit mobile subscribers that came from integration with CRM   Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN © 2014 Blackbaud

#15   FIFTY FASCINATING NONPROFIT STATISTICS   6.4%   Percentage of overall fundraising from online giving during 2013 in the United States   Source: Blackbaud 2013 Charitable Giving Report © 2014 Blackbaud

#16   FIFTY FASCINATING NONPROFIT STATISTICS   32%   Percentage of United States charitable giving that goes to Faith-based organizations   Source: Giving USA © 2014 Blackbaud

#17   FIFTY FASCINATING NONPROFIT STATISTICS   25%   Percentage of nonprofit professionals who have a documented content strategy   Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends — North America © 2014 Blackbaud

#18   FIFTY FASCINATING NONPROFIT STATISTICS   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

#19   FIFTY FASCINATING NONPROFIT STATISTICS 13%   Percentage of United States charitable giving that goes to Education organizations   Source: Giving USA © 2014 Blackbaud

#20   FIFTY FASCINATING NONPROFIT STATISTICS   50%   Percentage of donors that say personalization of thank you is more important than speed   Source: The Seven Key Drivers of Donor Commitment Idea Bank © 2014 Blackbaud

#21   FIFTY FASCINATING NONPROFIT STATISTICS   $25 billion   Amount in donations not loyal to an organization and switchable to new charities   Source: Money for Good Report © 2014 Blackbaud

#22   FIFTY FASCINATING NONPROFIT STATISTICS 3%   Percentage of US charitable giving that goes to Environment/Animals organizations   Source: Giving USA © 2014 Blackbaud

#23   FIFTY FASCINATING NONPROFIT STATISTICS 75%   Percentage of donors that spend less than 2 hours researching nonprofits before giving   Source: Money for Good Report © 2014 Blackbaud

#24   FIFTY FASCINATING NONPROFIT STATISTICS 13.2%   Percentage increase in giving to International Affairs nonprofits in 2013   Source: Blackbaud 2013 Charitable Giving Report © 2014 Blackbaud

#25   FIFTY FASCINATING NONPROFIT STATISTICS   9%   Percentage of United States charitable giving that goes to Health organizations   Source: Giving USA © 2014 Blackbaud

#26   FIFTY FASCINATING NONPROFIT STATISTICS   18.2%   Percentage of overall fundraising from online giving for Medical Research nonprofits   Source: Blackbaud 2013 Charitable Giving Report © 2014 Blackbaud

#27   FIFTY FASCINATING NONPROFIT STATISTICS   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

#28   FIFTY FASCINATING NONPROFIT STATISTICS   63%   Percentage of nonprofits that sent at least one email within 30 days of sign-up   Source: Online Fundraising Scorecard © 2014 Blackbaud

#29   FIFTY FASCINATING NONPROFIT STATISTICS   $24 billion   Total donated online to United States charitable causes in 2012   Source: Blackbaud © 2014 Blackbaud

#30   FIFTY FASCINATING NONPROFIT STATISTICS   33.6%   Percentage of overall giving that happened in last three months of 2013   Source: Blackbaud 2013 Charitable Giving Report © 2014 Blackbaud

#31   FIFTY FASCINATING NONPROFIT STATISTICS   4   Average nonprofit email messages sent per month per subscriber in 2012   Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN © 2014 Blackbaud

#32   FIFTY FASCINATING NONPROFIT STATISTICS   11   Average number of content marketing tactics used by nonprofit professionals   Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends — North America © 2014 Blackbaud

#33   FIFTY FASCINATING NONPROFIT STATISTICS   17.5%   Percentage of overall giving that happened in December 2013 in the United States   Source: Blackbaud 2013 Charitable Giving Report © 2014 Blackbaud

#34   FIFTY FASCINATING NONPROFIT STATISTICS   36%   Percentage of nonprofits that send emails with multiple conflicting calls-to-action   Source: Online Fundraising Scorecard © 2014 Blackbaud

#35   FIFTY FASCINATING NONPROFIT STATISTICS   7.8%   Percentage of overall fundraising from online giving for Small nonprofits during 2013   Source: Blackbaud 2013 Charitable Giving Report © 2014 Blackbaud

#36   FIFTY FASCINATING NONPROFIT STATISTICS 16%   Average percentage of nonprofit email list churn in 2012   Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN © 2014 Blackbaud

#37   FIFTY FASCINATING NONPROFIT STATISTICS   $31 billion   The fundraising market opportunity for individual donors willing to invest less than $10,000 today   Source: Money for Good Report © 2014 Blackbaud

#38   FIFTY FASCINATING NONPROFIT STATISTICS   65%   Percentage of nonprofits that make donors click 3 or more times to give a donation Source: Online Fundraising Scorecard © 2014 Blackbaud

#39   FIFTY FASCINATING NONPROFIT STATISTICS   32%   Percentage increase in mobile subscriber lists in 2012   Source: 2013 eNonprofits Benchmark Study, M+R Strategic Services & NTEN © 2014 Blackbaud

#40   FIFTY FASCINATING NONPROFIT STATISTICS   6%   Percentage of individual donors that researched to compare nonprofits   Source: Money for Good II Report © 2014 Blackbaud

#41   FIFTY FASCINATING NONPROFIT STATISTICS   2%   Percentage of nonprofits that account for 86% of total reported revenue   Source: National Center for Charitable Statistics © 2014 Blackbaud

#42   FIFTY FASCINATING NONPROFIT STATISTICS   48%   Percentage of high net worth households who get info on nonprofits from advisors   Source: Money for Good II Report © 2014 Blackbaud

#43   FIFTY FASCINATING NONPROFIT STATISTICS   62%   Percentage of Generation Y donors that would give by mobile phone   Source: Next Generation of American Giving Report © 2014 Blackbaud

#44   FIFTY FASCINATING NONPROFIT STATISTICS   3%   Percentage of people who donate based on the relative performance of a nonprofit Source: Money for Good Report © 2014 Blackbaud

#45   FIFTY FASCINATING NONPROFIT STATISTICS   3%   Percentage of offline donors who renewed their giving online   Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report © 2014 Blackbaud

#46   FIFTY FASCINATING NONPROFIT STATISTICS   32%   Percentage of online donors who renewed their giving offline   Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report © 2014 Blackbaud

#47   FIFTY FASCINATING NONPROFIT STATISTICS   58.4%   Retention rate of multi-year donors   Source: Reactivating Lapsed Donors, Target Analytics © 2014 Blackbaud

#48   FIFTY FASCINATING NONPROFIT STATISTICS   4.5   Average number of nonprofit organizations that Baby Boomer donors give to   Source: Next Generation of American Giving Report © 2014 Blackbaud

#49   FIFTY FASCINATING NONPROFIT STATISTICS   3.3   Average number of nonprofit organizations that Generation Y donors give to   Source: Next Generation of American Giving Report © 2014 Blackbaud

#50   FIFTY FASCINATING NONPROFIT STATISTICS   90%   Percentage of year-over-year increase in online giving on #GivingTuesday in 2013   Source: Blackbaud © 2014 Blackbaud

SOURCES   FIFTY FASCINATING NONPROFIT STATISTICS     National Center for Charitable Statistics   Next Generation of American Giving Report   Giving USA   Blackbaud 2013 Charitable Giving Report   The Seven Key Drivers of Donor Commitment Idea Bank   2013 eNonprofits Benchmark Study   Online Fundraising Scorecard   Money for Good Report   Blackbaud   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 ABOUT STEVE MacLAUGHLIN   Director of the Idea Lab at Blackbaud   NTEN Board of Directors   Blog: www.npengage.com   Twitter: @smaclaughlin

Thank You Steve MacLaughlin Director, Idea Lab www.npengage.com @smaclaughlin © 2014 Blackbaud

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