Feb 2026
Nonprofit Trends by MissionWired
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The Narrative: Context & Takeaways
Despite ongoing economic uncertainty, donors responded in February, driving year-over-year growth in revenue and gifts.
February brought more challenges to the nonprofit landscape, from volatility in the economy to rising unemployment rates and prices of food and gas. But in a month that also saw increased domestic unrest – a partial government shutdown, ongoing news around the Epstein files, and the launch of U.S. military strikes in Iran – we also saw donors respond, driving some growth in total revenue and gifts over February 2025.
In January, we noted some softness in year-over-year revenue because an exceptional month of giving in January 2025 skewed results as donors responded to increased breaking news and emergency response. Looking at February 2026, we’re seeing that a +10% growth in average total revenue and a +4% growth in average total gifts YOY is lifting 2026 results to catch up to that 2025 spike in giving. Year-to-date total revenue is now tracking nearly flat, just under 1% behind YOY. As our communities of donors and supporters continue to navigate economic uncertainty, February’s growth in giving proves that donors are still at the ready to support the causes they care about.
+10%
Average total revenue increase YOY
+4%
Average total gifts increase YOY
-2%
Average gift decrease YOY, at $74
-1%
Decrease in YTD revenue
Navigate Results:
Results
| 2025 | 2026 | Change | |
|---|---|---|---|
| Average Revenue | $409,978.50 | $407,486.84 | - 0.61% |
| Average Total Gifts | 6,926 | 6,859 | - 0.97% |
| Open Rate | 31.76% | 32.61% | + 2.67% |
| Click Rate | 2.61% | 1.37% | - 47.34% |
| New Donors | 44.45% | 40.99% | - 7.78% |
| Opt-Out Rate | 0.43% | 0.46% | + 7.42% |
| Average Revenue | $166,190.03 | $183,175.44 | + 10.22% |
| Average Total Gifts | 3,323 | 3,447 | + 3.74% |
| Open Rate | 28.32% | 30.53% | + 7.79% |
| Click Rate | 2.24% | 1.67% | - 25.40% |
| New Donors | 43.55% | 41.02% | - 5.82% |
| Opt-Out Rate | 0.38% | 0.47% | + 26.20% |
| Average Revenue | $67,279.45 | $131,719.70 | + 95.78% |
| Average Revenue | $397,142.09 | $414,058.78 | + 4.26% |
| Average Revenue | $765,513.97 | $676,682.03 | - 11.60% |
| Average Total Gifts | 865 | 1,364 | + 57.69% |
| Average Total Gifts | 5,408 | 6,362 | + 17.66% |
| Average Total Gifts | 14,507 | 12,850 | - 12.89% |
| Open Rate | 30.91% | 28.38% | - 8.20% |
| Open Rate | 28.96% | 31.67% | + 9.37% |
| Open Rate | 35.41% | 37.78% | + 6.67% |
| Click Rate | 3.10% | 1.57% | - 49.51% |
| Click Rate | 2.73% | 1.32% | - 51.70% |
| Click Rate | 1.98% | 1.23% | - 37.91% |
| New Donors | 43.24% | 44.83% | + 3.67% |
| New Donors | 44.98% | 39.48% | - 12.22% |
| New Donors | 45.12% | 38.66% | - 14.32% |
| Opt-Out Rate | 0.51% | 0.39% | - 22.79% |
| Opt-Out Rate | 0.34% | 0.55% | + 62.17% |
| Opt-Out Rate | 0.47% | 0.43% | - 7.95% |
| Average Revenue | $23,497.77 | $47,766.28 | + 103.28% |
| Average Revenue | $168,525.44 | $196,295.76 | + 16.48% |
| Average Revenue | $306,546.87 | $305,464.30 | - 0.35% |
| Average Total Gifts | 308 | 492 | + 59.79% |
| Average Total Gifts | 2,573 | 3,173 | + 23.32% |
| Average Total Gifts | 7,087 | 6,676 | - 5.80% |
| Open Rate | 26.21% | 27.37% | + 4.41% |
| Open Rate | 24.35% | 27.38% | + 12.45% |
| Open Rate | 34.40% | 36.83% | + 7.07% |
| Click Rate | 3.33% | 2.61% | - 21.46% |
| Click Rate | 2.08% | 1.07% | - 48.58% |
| Click Rate | 1.30% | 1.32% | + 1.48% |
| New Donors | 41.52% | 47.50% | + 14.40% |
| New Donors | 43.72% | 39.89% | - 8.77% |
| New Donors | 45.41% | 35.66% | - 21.47% |
| Opt-Out Rate | 0.44% | 0.57% | + 30.68% |
| Opt-Out Rate | 0.27% | 0.48% | + 80.78% |
| Opt-Out Rate | 0.42% | 0.36% | - 13.17% |
Revenue
Average Revenue Raised
The view below shows the average revenue raised across all digital channels for a nonprofit organization – excluding mid-level ($1,000+) donations and recurring (monthly) donations.
Average Total Gifts
Included below is the average number of total 1x gifts per nonprofit organization across all digital channels – excluding mid-level ($1,000+) and recurring (monthly) donations.
Average Gift
Defined as total revenue/total gifts, this chart shows the average 1x donation made across digital channels – excluding mid-level ($1,000+) and recurring (monthly) donations.
Acquisition
Average New Donors
Across all digital channels, the chart below shows, on average, how many 1x donations a nonprofit organization saw from first-time donors – excluding mid-level ($1,000+) and recurring (monthly) donations.
Average Active List Composition
Looking at all active email files, the chart below shows the average percentage of new acquisitions (new leads) that were added to the email file. This view shows the current year-to-date over previous years.
Email Engagement
Open Rate
Defined as total opens/total sent, this view shows the average email open rates across nonprofit organizations.
Click Rate
The view below shows the average click rate, defined as unique clicks/unique opens across nonprofit organizations.
Opt-Out Rate
The view below shows the average opt-out rate, defined as total opt-outs/total emails sent across nonprofit organizations.
Our Methodology
The results displayed are a view of more than 60 nonprofits across a variety of sectors. We have taken the metrics from these nonprofits and created averages for each of the KPIs so that nonprofits can easily see how their results compare. All fundraising metrics encompass all digital channels – including but not limited to email, SMS, advertising, and web. Each metric is broken down by nonprofit size, defined by the size of the active email file.
- Large: sending to 300,000 + unique emails in a month
- Medium: sending to 100,000-299,999 unique emails in a month
- Small: sending to less than 100,000 unique emails in a month
These metrics have excluded donors and donations more than $1,000 – often defined as mid-level – as well as monthly donors and donations.