Nonprofits say three of their top four engagement channels are now digital (websites, email campaigns, and social media); the lone non-digital channel in the top four is in-person events.

Since 2013, online giving has risen across the board, with the biggest increase in donations coming from social channels.

Some 81% of nonprofits say Facebook is the most important social network for their organization. Twitter is a distant second, with 11% of nonprofits ranking it as most important.

P2P fundraising campaigns, in which individuals/teams rally support to make donations to a cause, has become an important, and fast-growing, digital tactic for nonprofits.

While new digital channels get all the buzz, email remains a steady—and effective—workhorse for most nonprofits; email campaigns account for one-third of all revenue raised, on average.

Giving Tuesday, which started in 2012 as a way to encourage donations after Cyber Monday, has been growing rapidly; last year donations spiked by more than a third compared with 2013.

SOURCES: ABILA, CARE2, CLASSY, M+R, NETWORK FOR GOOD, NONPROFIT MARKETING GUIDE, NTEN, SALSA GUIDES

THE AVERAGE P2P FUNDRAISER RAISES OF ALL ONLINE

DONATIONS ARE NOW MADE THROUGH P2P CAMPAIGNS

Email has the best return on investment

of any marketing tactic

raised by 4,300 organizations on Giving

Tuesday 2014

more moneyraised compared

with 2013

more transactionvolume compared

with 2013

more organizations receiving donations compared with 2012

The Top 5 Social Networks Categorized as Necessary by Nonprofits

NONPROFITWEBSITE

FOR ALL ONLINE CHANNELS

INCREASE IN SOCIAL FUNDRAISING

IN-PERSON EVENTS

EMAIL CAMPAIGNS

SOCIAL MEDIA

NONPROFITS HAVEFULLY EMBRACED DIGITAL

Most Important EngagementChannels for Nonprofits

ONLINE GIVING IS UP,ESPECIALLY VIA SOCIAL

FACEBOOK IS SEEN AS ESSENTIAL FOR SOCIAL SUCCESS

PEER-TO-PEER FUNDRAISING

WEBSITES HAVE BECOMEENGAGEMENT HUBS

EMAIL REMAINSEXTREMELY EFFECTIVE

#GIVINGTUESDAY IS BIG, AND GROWING

IS ON THE RISE

Increase in Fundraising ContributionsBetween 2013 and 2014

+13% +70%

32% 19% 15% 11%

$568 33%

FACEBOOK

TWITTER

YOUTUBE

LINKEDIN

INSTAGRAM

76%

46%

32%

20%

96%

FROM 7 DONORS

Twitter: @MDGadvertising.commdgadvertising.com

HOW DIGITAL AND SOCIAL MEDIAHAVE TRANSFORMEDNONPROFITS

2015 TRENDS

@MDGadvertisingby

Websites have become essential hubs for nonprofits, providing information about the organizations, serving as a main channel for receiving donations, and aggregating social posts.

+26.1M +36% +50% +28%

year-over-year increase in visitors to nonprofit web-sites since 2013

+11% amount raised, on average, for each nonprofit website visitor

61¢of websites visitors, on average, end up making a donation

0.76%

Nonprofit organizations are seeing huge growth online, both on established digital channels and emerging ones such as peer-to-peer social campaigns.

$40 forevery

$1 spent

Emailspursaction

29actions for every 1000 messages

sent

of nonprofits send a newsletter at least

monthly

62%

of nonprofits say they send appeals for donations at

least monthly

45%

$