Email is still a key tool for nonprofit communications. On average, nonprofits sent 59 emails per subscriber in 2018. 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.

Mobile has definitively arrived as a giving platform. 26% of online giving now happens on a mobile device. Just over 16% of donors give from an email on a mobile device, and a high percentage of event registrants sign up from emails on a mobile device. This data points to the importance of having a mobile-friendly website, email, and donation form working together for a seamless experience. In fact, the combination of a mobile-responsive website and a mobile-responsive donation form leads to a 34% increase in conversion rates. Over 80% of nonprofit donation landing pages are not optimized for mobile, a huge red flag in this consumer-driven world. With the growing percentage of giving happening on mobile devices, nonprofits have to focus on optimizing their mobile experience.

In terms of platforms to watch, annual workplace giving, point of sale giving, and donor advised fund giving have the potential to grow by $8 billion with the right focus.