Takeaways for from M+R's 2024 benchmarks study for Nonprofit Digital Programs

The very comprehensive (and beautifully designed) 2024 Digital Benchmarks Study by well-renowned digital agency M+R, provides a detailed look at key trends shaping nonprofit digital strategies, spanning fundraising, advertising, email, social media, and website performance. As one of the leading US-based agencies in digital fundraising and advocacy, M+R’s annual benchmark report is essential reading for anyone working in nonprofit digital strategies. Check out the participants' list to verify that the benchmarks are relevant to your area of work. And don't miss the tool at the bottom of the page that you can use to benchmark your organisation.

5 takeaways for digital fundraising, reach and engagement

#1 Challenges in fundraising and shifts in sources of income

While online revenue experienced a slight decline, monthly giving continued to grow and now represents a significant share of digital donations. Traditional direct mail, however, faced ongoing challenges, with revenue in this area continuing to drop.

#2 Suprise! Radio is winning from the growth in nonprofit advertising

Nonprofits allocated more resources to digital advertising, increasing overall spend. Among various ad formats, search ads proved to be the most effective in terms of return on investment and radio (yep radio!) saw significant growth.

#3 Ups and downs in email & mobile messaging

Despite an increase in email list sizes, revenue generated through email campaigns declined. On average, nonprofits sent a high volume of emails per subscriber. Mobile messaging also saw considerable expansion, with list growth and message volume both on the rise.

#5 Gains and losses in social media reach

TikTok saw the most dramatic audience growth for nonprofits, while Instagram and Facebook also expanded their reach. Meanwhile, Twitter/X experienced a slight decline in nonprofit followers. I am, of course, very curious to see what the post-US-election trend looks like for this platform, but we will have to wait for an other year to get that date.

#6 Website donations: More traffic from mobile but desktop users bring value

Mobile devices drove a majority of nonprofit website visits, yet desktop users remained the primary source of donation revenue. Donation amounts varied between desktop and mobile users, with desktop transactions tending to be larger on average.

For all the details, charts and insights - and, why not, a bit of fun! - check out the M+R Benchmarks Mystery Game included in the report!