Jun 2025
Nonprofit Trends by MissionWired
Stay wired with us for insights on building a better digital world.
The Narrative: Context & Takeaways
Nonprofits continue to face fundraising softness
… but new donors are still activating at high levels.
The tumult of 2025 continued in June with a number of events dominating the news – including political protests and the passage of bills in Congress as well as celebrations around cultural observations like Pride Month and Juneteenth. And for many nonprofit fundraisers, June also marked the end of their fiscal year. It was a busy month, to say the least!
The fundraising challenges we’ve seen throughout the year continued into June, with many fundraising trends down across the board. Many organizations saw fiscal year-end campaigns soften YOY while others ceded fundraising space to organizations responding to immigration emergencies and international conflicts. A handful of organizations, however, did see strong results in June, particularly those responsive to current events, as well as some environmental organizations activating around World Ocean Day.
While we continue to see overall revenue declines, one bright spot we’re focused on is the amount of 1x gifts from new donors. Gifts from new donors from January to June are, on average, up about 18% YOY. We’re confident that organizations will see this new donor activation payoff down the road (likely in the back half of 2025). What does that mean for your planning? Now is a good time to harness this energy by investing in acquisition that will yield long-term growth. It’s also a great time to strategize on how to maximize new donor engagement and retention to fuel a successful year-end and beyond.
-3%
Average revenue decrease YTD
3,000
Average total gifts in June
+18%
Average increase in new donors YTD
$71
Average gift in June
Navigate Results:
Results
| 2024 | 2025 | Change | |
|---|---|---|---|
| Average Revenue | $1,110,880.90 | $1,073,220.98 | - 3.39% |
| Average Total Gifts | 27,640 | 22,463 | - 18.73% |
| Open Rate | 25.47% | 32.45% | + 27.39% |
| Click Rate | 1.44% | 1.65% | + 14.86% |
| New Donors | 42.13% | 43.27% | + 2.70% |
| Opt-Out Rate | 0.37% | 0.36% | - 2.04% |
| Average Revenue | $208,000.66 | $156,638.96 | - 24.69% |
| Average Total Gifts | 5,336 | 3,114 | - 41.64% |
| Open Rate | 26.23% | 29.64% | + 12.99% |
| Click Rate | 1.41% | 1.33% | - 5.64% |
| New Donors | 38.54% | 41.19% | - 6.87% |
| Opt-Out Rate | 0.28% | 0.51% | + 84.28% |
| Average Revenue | $187,780.66 | $195,053.86 | + 3.87% |
| Average Revenue | $664,363.98 | $812,005.00 | + 22.22% |
| Average Revenue | $2,480,498.05 | $2,212,604.08 | - 10.80% |
| Average Total Gifts | 2,716 | 2,911 | + 7.19% |
| Average Total Gifts | 11,645 | 12,342 | + 5.98% |
| Average Total Gifts | 68,558 | 52,135 | - 31.50% |
| Open Rate | 21.18% | 30.98% | + 46.28% |
| Open Rate | 26.21% | 30.13% | + 14.95% |
| Open Rate | 29.02% | 36.24% | + 24.85% |
| Click Rate | 1.39% | 2.05% | + 47.59% |
| Click Rate | 1.65% | 1.61% | - 2.72% |
| Click Rate | 1.27% | 1.30% | + 2.00% |
| New Donors | 46.22% | 43.98% | - 4.85% |
| New Donors | 39.72% | 44.07% | + 10.93% |
| New Donors | 40.44% | 41.75% | + 3.23% |
| Opt-Out Rate | 0.30% | 0.35% | + 14.43% |
| Opt-Out Rate | 0.37% | 0.31% | - 17.87% |
| Opt-Out Rate | 0.27% | 0.44% | + 62.64% |
| Average Revenue | $33,240.39 | $96,300.01 | + 189.71% |
| Average Revenue | $123,504.02 | $111,260.30 | - 9.91% |
| Average Revenue | $467,257.56 | $262,356.59 | - 43.85% |
| Average Total Gifts | 480 | 1,559 | + 224.99% |
| Average Total Gifts | 2,076 | 1,806 | - 12.99% |
| Average Total Gifts | 13,453 | 5,977 | - 55.57% |
| Open Rate | 21.78% | 23.33% | + 7.12% |
| Open Rate | 29.27% | 30.58% | + 4.47% |
| Open Rate | 27.63% | 35.00% | + 26.65% |
| Click Rate | 1.76% | 1.18% | - 33.27% |
| Click Rate | 1.40% | 1.84% | + 31.48% |
| Click Rate | 1.06% | 0.97% | - 8.66% |
| New Donors | 42.89% | 42.25% | - 1.49% |
| New Donors | 33.72% | 44.62% | + 32.34% |
| New Donors | 39.03% | 36.71% | - 5.95% |
| Opt-Out Rate | 0.32% | 0.95% | + 200.23% |
| Opt-Out Rate | 0.32% | 0.32% | + 0.71% |
| Opt-Out Rate | 0.19% | 0.26% | + 33.04% |
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.
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.