Nov 2025
Nonprofit Trends by MissionWired
Stay wired with us for insights on building a better digital world.
The Narrative: Context & Takeaways
A busy November for fundraisers drives 6% revenue growth over 2024
Ongoing national and international events in October carried into November, bringing another big wave in rapid-response fundraising and donor response. The government shutdown carried on through Nov. 12, making it the longest in history, and food banks in particular saw their increased need and threatened resources front and center in the news. Combined with ongoing rapid-response moments in the U.S. and around the globe, we saw donor response rise to meet the moment for organizations whose missions were impacted. What’s more, with Giving Tuesday falling in the very first days of December, many organizations began their campaigns for Giving Tuesday fundraising early, lifting results further.
Combined, these trends in donor response drove a 6% increase over November 2024 – an exciting increase when looking back at a November 2024 busy with post-election fundraising and emergency response efforts amid the California wildfires. We’re seeing these results vary by organization size, with medium-sized nonprofits driving growth across all metrics and mixed results for large organizations. This suggests that results continue to vary for nonprofits, depending on their mission and whether their work responds to the issues at the forefront of the news.
December Trends will offer exciting insight into results from both Giving Tuesday and end-of-year campaigns, but the gathering momentum suggested in both November results and early Giving Tuesday results across the industry is encouraging. (Be sure to keep an eye out for our Final Reports in the weeks to come, sharing results, case studies and top takeaways from Giving Tuesday and end of year. Want to be among the first to access the results? Sign up for our email list here!)
As your program puts the final touches on soon-to-launch year-end campaigns, remember: Prioritize the impact of your mission’s work to meet the moment, and keep a close eye on results throughout your campaign to identify opportunities to stay nimble. We’re wishing our nonprofit partners and community the best of luck as you roll out your powerful year-end campaigns!
+6%
Growth in Nov. revenue YOY
+14%
Average revenue increase CYTD
+10%
Average total gifts increase CYTD
$78
Average gift in Nov., down -7% from Oct.
Navigate Results:
Results
| 2024 | 2025 | Change | |
|---|---|---|---|
| Average Revenue | $1,586,320.70 | $1,811,159.52 | + 14.17% |
| Average Total Gifts | 30,163 | 33,180 | + 10.00% |
| Open Rate | 27.41% | 32.35% | + 18.00% |
| Click Rate | 1.47% | 1.66% | + 12.77% |
| New Donors | 44.91% | 43.91% | - 2.23% |
| Opt-Out Rate | 0.35% | 0.35% | - 0.71% |
| Average Revenue | $322,056.81 | $340,890.81 | + 5.85% |
| Average Total Gifts | 4,813 | 4,490 | - 6.71% |
| Open Rate | 34.79% | 32.10% | - 7.74% |
| Click Rate | 1.48% | 1.48% | - 21.65% |
| New Donors | 43.69% | 43.16% | - 1.22% |
| Opt-Out Rate | 0.46% | 0.63% | + 37.79% |
| Average Revenue | $339,825.40 | $279,169.03 | - 17.85% |
| Average Revenue | $1,174,122.28 | $1,632,684.99 | + 39.06% |
| Average Revenue | $3,245,014.44 | $3,521,624.55 | + 8.52% |
| Average Total Gifts | 4,542 | 3,939 | - 13.28% |
| Average Total Gifts | 19,307 | 24,001 | + 24.31% |
| Average Total Gifts | 66,639 | 71,600 | + 6.93% |
| Open Rate | 24.98% | 32.69% | + 30.88% |
| Open Rate | 26.86% | 29.79% | + 10.91% |
| Open Rate | 30.41% | 34.56% | + 13.68% |
| Click Rate | 1.50% | 2.01% | + 33.74% |
| Click Rate | 1.61% | 1.60% | - 0.22% |
| Click Rate | 1.31% | 1.37% | + 4.61% |
| New Donors | 47.03% | 44.05% | - 6.33% |
| New Donors | 43.81% | 45.51% | + 3.90% |
| New Donors | 43.88% | 42.15% | - 3.94% |
| Opt-Out Rate | 0.39% | 0.38% | - 1.79% |
| Opt-Out Rate | 0.36% | 0.36% | - 0.15% |
| Opt-Out Rate | 0.33% | 0.31% | - 5.63% |
| Average Revenue | $84,284.20 | $69,899.08 | - 17.07% |
| Average Revenue | $443,613.83 | $505,567.83 | + 13.97% |
| Average Revenue | $438,272.40 | $447,205.52 | + 2.04% |
| Average Total Gifts | 1,055 | 794 | - 24.71% |
| Average Total Gifts | 5,498 | 5,472 | - 0.48% |
| Average Total Gifts | 7,885 | 7,203 | - 8.65% |
| Open Rate | 37.99% | 31.61% | - 16.79% |
| Open Rate | 31.44% | 30.24% | - 3.81% |
| Open Rate | 34.94% | 34.44% | - 1.43% |
| Click Rate | 1.60% | 1.16% | - 27.51% |
| Click Rate | 1.49% | 1.33% | - 10.77% |
| Click Rate | 1.36% | 1.00% | - 26.70% |
| New Donors | 50.39% | 48.68% | - 3.39% |
| New Donors | 37.99% | 41.30% | + 8.72% |
| New Donors | 42.71% | 39.50% | - 7.51% |
| Opt-Out Rate | 0.54% | 1.06% | + 96.62% |
| Opt-Out Rate | 0.45% | 0.48% | + 7.27% |
| Opt-Out Rate | 0.39% | 0.35% | - 8.96% |
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.