The nature of engagement with and donations to nonprofits have changed, as nonprofits’ digital presences have increased. Total online revenue for nonprofits decreased by 4% in 2022, and nonprofits reported especially sharp drops in revenue on Giving Tuesday and December 31. While one-time giving declined, monthly giving revenue increased by 12% — accounting for 28% of all online revenue in 2022. Digital advertising investment by nonprofits increased by 28%, and internet search remained the most reliable platform to generate a positive return on ad spend. Nonprofits sent 60 email messages per subscriber, including 29 fundraising appeals, and email generated 14% of all online revenue. While platforms like Facebook, Instagram, and Twitter dominated nonprofit social media engagement, 30% of participants reported being active on TikTok. Return on ad spending was highest for search ads: $2.75 for every dollar spent. Return on ad spending for Meta was $0.50 and $0.41 for Twitter. The majority of nonprofit website traffic came from users on mobile devices — 57%, with 43% of traffic from users on desktop devices. However, 75% of revenue came from users on desktop devices.
2023 Benchmarks Study