20 Nonprofit Marketing, Fundraising, and Community Development Stats You Need to Know (2021)
Nothing explains reality more accurately than statistics from well-conducted researches. After going through the pandemic, the nonprofit landscape has drastically changed. Many small-to-mid-sized nonprofit organizations found themselves in limbo, scrambling through digital transformation and their fundraising needs while trying to provide help to the communities needing relief.
Most of the data listed in this article came from major research institutes and some of the leading players in the nonprofit marketing world. If you've been feeling lost, overwhelmed, or frustrated, the data here will help you understand the present and outlook of the nonprofit industry.
We hope these numbers will guide your digital marketing and organizational development effort in the near future.
2021 Nonprofit Stats: Core Statistics
According to the National Center of Nonprofits, more than 1.5 million registered 501c(3) organizations are in the United States. These organizations, known as public charities accounted for "over three-quarters of revenue and expenses for the nonprofit sector as a whole."
There were more than 86,125 grantmaking foundations in the United States in 2017.
More than half of nonprofit organizations said that the pandemic had negatively impacted their fundraising and development, as well as their service delivery.
Giving by individuals increased by 2.2% in 2020.
2021 Nonprofit Stats: Giving & Volunteering
According to Giving USA Foundation, private giving in the United States totaled $427.71 billion in 2019.
Despite the pandemic, political unrest, and economic distress, there has been a 5.3% increase in overall giving in the past three-year. (Blackbaud Institute).
The average online donation amount) is $177.
20% of contributions are made during the Giving Season, specifically in December.
69% of recent volunteers contributed 10 hours or less each month. Hours have decreased since the pandemic has started.
On average, recurring donors donate somewhere around $326 each year.
1/3 of donors said they'd make a larger contribution during a donation matching campaign.
2021 Nonprofit Stats: Digital Marketing & Social Media
Since the beginning of the pandemic, online giving has grown by 21%.
Nearly 30% of online giving came from a mobile device, indicating the importance of having a mobile-friendly donation channel, whether it be a landing page or an integrated donation system.
79% of donors said online videos were most effective in helping them making the giving decision.
66% of nonprofit organizations have expressed concerns about "missing out" in the digital world.
As of 2018, 34% of nonprofits have invested in social media ads.
18% of donors worldwide have made donations through Facebook, and 88% of them agreed that they'd continue to use Facebook as a donation tool in the future.
2021 Nonprofit Stats: Causes
Donations given to human service nonprofit organizations has increased by 12.1% since the pandemic started. Meanwhile, the arts & culture and the medical research sectors have faced the most significant decrease in donation, with a drop of 9.5% and 11.9%, respectively. (Blackbaud Institute)
More than half of the donors "shop" nonprofits by visiting other organizations focusing on a similar cause before making a donation.
Antiracism, effective government leadership, and economic relief ranked the top causes people cared about in 2021.
Are You Ready for the Giving Season?
Westerlund, Co is a content marketing agency passionate about helping nonprofit organizations, specifically registered 501c(3) organizations to reach their annual fundraising girls via a comprehensive approach to digital fundraising. We help organizations tell raw, unfiltered stories backed by science and statistics. By focusing on on-the-spot fundraising and long-term donor nurturing and retention, we are here to help your organization breakthrough your current hurdle stronger than ever.