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Pandemic, Protests, Presidency Drove Online Donations
April 21, 2021
Hunger and poverty nonprofits drove massive growth experienced in online revenue for charities during 2020 as COVID-19 played a role in fundraising expansion across channels, whether it was online, email or social media.
Online revenue grew by 32% in 2020, including a 173% increase among hunger and poverty groups, compared to the previous year, according to data in the latest M+R Benchmarks Report, released today. Facebook Fundraisers accounted for more than 1.3% of online revenue.
Nonprofits that provided COVID relief, either directly or through advocacy, saw a 40% increase in online revenue compared to a 22% increase for those that did not do COVID work. The difference was driven by a surge in one-time giving to COVID response nonprofits. Those organizations reported a 41% increase in one-time revenue, while non-COVID response nonprofits saw one-time revenue rise by 21%. ....

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