Jul 2025
Nonprofit Trends by MissionWired
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The Narrative: Context & Takeaways
Nonprofits experience July fundraising dip
…but new donors offer fresh momentum.
While summer typically marks a slower time for fundraisers, domestic and global news cycles dominated July – from natural disasters and abrupt changes in government funding to the worsening conflict and humanitarian crisis in Gaza. This crowded landscape meant that while some nonprofits saw a surge in crisis-related giving, others struggled to capture donor attention, leading to a slight year-over-year decline for the month.
But despite the July dip, the cumulative picture for 2025 still remains a bright spot. Or, take use a weather metaphor, a generally nice day with a spot of cloud cover. On the plus side, from January to July, overall revenue is up nearly 10% year over year and new donors have increased by approximately 5%. But the total number of gifts is down 2%, making nonprofits more reliant on larger gifts.
This influx of new donors provides a powerful head start heading into the fall. For many organizations, a new fiscal year has just begun, and the crucial year-end giving season – including Giving Tuesday and end of year – is just around the corner. Now is the perfect time to build on the spring’s momentum by creating a strategy to engage this new audience and convert their initial inspiration into long-term support.
+10%
Average revenue increase CYTD
-2%
Average increase in total gifts in July
+5%
Average increase in new donors YOY
$70
Average gift in July
Navigate Results:
Results
| 2024 | 2025 | Change | |
|---|---|---|---|
| Average Revenue | $1,198,308.65 | $1,316,720.38 | + 9.88% |
| Average Total Gifts | 30,052 | 30,769 | - 2.39% |
| Open Rate | 25.34% | 32.61% | + 28.72% |
| Click Rate | 1.48% | 1.68% | + 13.54% |
| New Donors | 41.42% | 43.32% | + 4.58% |
| Opt-Out Rate | 0.32% | 0.31% | - 3.30% |
| Average Revenue | $203,771.25 | $163,956.65 | - 19.54% |
| Average Total Gifts | 5,392 | 3,080 | - 42.87% |
| Open Rate | 25.80% | 30.83% | + 19.49% |
| Click Rate | 1.28% | 1.54% | + 20.27% |
| New Donors | 40.84% | 41.98% | + 2.77% |
| Opt-Out Rate | 0.29% | 0.39% | + 35.78% |
| Average Revenue | $212,365.15 | $196,709.01 | - 7.37% |
| Average Revenue | $745,308.51 | $864,273.49 | + 15.96% |
| Average Revenue | $2,637,252.30 | $2,889,178.64 | + 9.55% |
| Average Total Gifts | 2,892 | 2,940 | + 1.68% |
| Average Total Gifts | 13,207 | 13,357 | + 1.13% |
| Average Total Gifts | 74,056 | 76,009 | + 2.57% |
| Open Rate | 22.44% | 32.21% | + 43.53% |
| Open Rate | 25.39% | 29.97% | + 18.03% |
| Open Rate | 28.18% | 35.67% | + 26.56% |
| Click Rate | 1.50% | 2.01% | + 34.69% |
| Click Rate | 1.59% | 1.62% | + 1.74% |
| Click Rate | 1.36% | 1.42% | + 4.14% |
| New Donors | 42.16% | 45.27% | + 7.37% |
| New Donors | 41.14% | 44.35% | + 7.81% |
| New Donors | 40.96% | 40.33% | - 1.54% |
| Opt-Out Rate | 0.32% | 0.33% | + 3.12% |
| Opt-Out Rate | 0.36% | 0.32% | - 11.50% |
| Opt-Out Rate | 0.29% | 0.27% | - 6.77% |
| Average Revenue | $25,817.49 | $25,354.70 | - 1.79% |
| Average Revenue | $178,024.54 | $169,381.79 | - 4.85% |
| Average Revenue | $407,471.73 | $297,133.47 | - 27.08% |
| Average Total Gifts | 379 | 358 | - 5.73% |
| Average Total Gifts | 3,135 | 2,959 | - 5.63% |
| Average Total Gifts | 12,660 | 5,925 | - 53.20% |
| Open Rate | 22.54% | 27.64% | + 22.61% |
| Open Rate | 26.71% | 31.60% | + 18.29% |
| Open Rate | 28.14% | 33.25% | + 18.13% |
| Click Rate | 1.53% | 1.73% | + 13.43% |
| Click Rate | 1.10% | 1.73% | + 56.81% |
| Click Rate | 1.21% | 1.15% | - 4.48% |
| New Donors | 39.90% | 46.74% | + 17.14% |
| New Donors | 41.99% | 40.39% | - 3.80% |
| New Donors | 40.64% | 38.79% | - 4.55% |
| Opt-Out Rate | 0.32% | 0.41% | + 29.44% |
| Opt-Out Rate | 0.31% | 0.41% | + 33.11% |
| Opt-Out Rate | 0.23% | 0.35% | + 47.86% |
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.