When you take into consideration the fact that you’re working in a constantly-changing environment, statistics become an essential part of your decision making. The world is slowly starting to move towards statistical analysis for making strategic decisions with successful results, thus as a nonprofit where you need to use strategy to be able to raise as many funds as possible without having to invest too much, charity donation statistics become important.
Monthly recurring donations are increasing
There was a 40% increase in monthly subscription-based models for donations from 2018 to 2019. Furthermore, it has been reported that recurring donors, i.e., those who are subscribed to these monthly giving programs, are 440% more valuable than one-time donors over the course of their donation lifespan. In fact, the annual value of a subscription-based donor is about three times that of a regular, one-time donor for each year.
Email donations are growing
In 2012, only about 6% of donors were interested in donating by email. In 2019, this number rose to 28%, as more and more people have become receptive to the idea of online donations. Nonprofits have reported that customizing their email campaigns for the individual segments of their donors and subscribers has resulted in a 760% increase in contribution income. They have also reported that using personalized greetings in emails has led to 10% more people opening the campaign emails. In fact, email donations have risen so much that studies show that one-third of total donations in online fundraising occurs through email.
The newer generation of people born 1997 onwards is shown by research to be much more socially conscious and willing to take part in nonprofit activities. About 27% of the population now comprises Gen-Z, which makes them a large segment. 70% of current high schoolers are interested in volunteering to help out nonprofits, and 30% of Gen-Z has already made a donation to charity. In fact, 10% of Gen-Z wants to start their own charity for a cause that is important to them.
Increase in video engagement
Research has shown that people’s attention span is becoming shorter and shorter. Text and images are boring and not interacted with as often as videos are. In fact, videos are shared on socials about 1200% more than text and images, and 95% of video content is retained by viewers as compared to the 10% for text-only messages. 80% of the content that can now be found online is videos, and if the interaction a user has with a video is positive, it increases the likelihood of them contributing to your cause by about 97%.