Sector Impact

Giving Breakdown

Fundraising Tactics

Donor Characteristics

Platform & Device

Foundations

Numbers at a Glance

74%

Percentage of their constituents’ email addresses the average nonprofit is missing[10]

Numbers at a Glance

66

Average nonprofit emails sent per subscriber in 2017[11]

Numbers at a Glance

10%

Average percentage of nonprofit email list churn in 2017[11]

Numbers at a Glance

7.2 billion

Projected number of smartphone users by 2023[12]

Numbers at a Glance

34%

Percentage increase in conversion rates for responsive websites and donation forms[13]

Numbers at a Glance

24%

Percentage of online donations that are made on mobile devices[3]

Numbers at a Glance

16.6%

Percentage of donors who give from an email on a mobile device[14]

Numbers at a Glance

20.2%

Percentage of event registrants who sign up from an email on a mobile device[14]

Numbers at a Glance

84%

Percentage of nonprofits donation landing pages that are not optimized for mobile[5]

Numbers at a Glance

$8 billion

Opportunity to increase annual workplace, point of sale, and donor-advised fund giving[6]

Email is still a key tool for nonprofit communications. On average, nonprofits sent 66 emails per subscriber in 2017. Over the past couple of years, email list churn has held around 10% overall, with a combination of unsubscribes and bad addresses. Churn goes up and down throughout the year, but the highest spike throughout the year is in December. Click here for a full description of the section.