Digital Fundraising Benchmarks 2025: 4 Insights to Strengthen Your Nonprofit Strategy
This year, more than 1,700 people joined our 5th Annual Fundraising Benchmarks Webinar — our biggest turnout yet. We were joined by our friends at Keela and Aplos to unpack what’s changing (and what’s not) in digital fundraising.
Alongside the session, we released our first-ever Fundraising Benchmarks Report. It’s filled with insights, trends, and predictions to help you plan with clarity in 2025.
This blog offers a preview of the report’s key findings. For the full analysis — including deeper breakdowns, donation benchmarks, and on-demand webinar access — download the Fundraising Benchmarks Report.
About the Report
- 13,000 digital fundraising campaigns analysed
- $400M+ AUD processed across appeals, events, peer-to-peer and giving days
- 2,800 nonprofits from 13 countries
- 250+ fundraising professionals shared insights
Figures are in AUD and reflect organisations active across both 2023 and 2024 — giving a true view of sustained performance.
Why 2025 Fundraising Benchmarks Matter for Nonprofits
Before we dive in, benchmarks are a mirror and a map. They help you see where you stand and chart where you could go. Raisely’s 2025 Fundraising Benchmarks Report lands as nonprofits face economic headwinds, competing causes and rising donor expectations. Packed with the latest nonprofit fundraising statistics, the study doubles as your digital fundraising strategy guide in 2025.
2024 Digital Fundraising at a Glance
The report shows that fundraising grew in 2024 — but not for everyone:
- 49% of organisations increased revenue
- 24% held flat
- 26% declined
Median digital income rose 6%, but the spread was wide. One in four nonprofits grew 75%, while the top 5% soared by 267%, proving big leaps are possible even in tough times.
The takeaway? Growth isn’t reserved for the biggest teams — it comes from clear strategy, focused effort, and consistent fundraising. The 2025 nonprofit benchmarks show that successful teams ran regular campaigns, carved out staff time to focus on fundraising and prioritised value over volume.
Whether you're launching an appeal, planning a peer-to-peer campaign, or looking to increase donor retention, these four takeaways will help your nonprofit stay focused, informed, and ready to grow.
1. Fundraising Appeals Are Getting Faster
In 2024, the typical campaign raised 75% of its revenue by Week 4, reaching peak performance two weeks earlier than in 2023.
What’s behind the shift:
- Matched giving periods and Giving Days create urgency
- Cross-channel strategy — social media for visibility, email for conversions.
- Personalised segmentation — messaging that reflects donor behaviour.
📌 Action tip: Launch strong. Focus your early weeks on building urgency, segmenting outreach, and reinforcing deadlines across channels.
2. Layered Fundraising Strategies Deliver Stronger Results
High-performing campaigns don’t rely on a single tactic — they stack strategies for better outcomes.
Benchmark performance:
- Matched giving → 3.7× revenue uplift
- Recurring asks → 2× return
- Optimised donation forms → +60% revenue
📌 Action tip: Combine matched giving, regular giving prompts, and a seamless giving experience. Together, they drive stronger results.
📥 Download the Full Report
Get all the data, benchmarks, and expert insights in one place.
Download the 2025 Fundraising Benchmarks Report:
3. Peer-to-Peer Fundraising Is Growing — and Maturing
Peer-to-peer campaign volume rose 18%, with stable activation (76%) — but dollars raised per participant fell 20%. This shows the shift from quantity to quality. The best outcomes came from deeper participant support.
What’s working:
- Focus on quality over quantity with fewer, more engaged participants
- Ongoing communication with mid-campaign nudges via SMS or email
- Tools and templates that make fundraising easy to share
📌 Action tip: Don’t just recruit. Equip, guide, and celebrate your fundraisers throughout the journey.
4. From Acquisition to Retention: Value Over Volume
Retention and regular giving are taking priority — and AI is playing a bigger role for successful fundraising programs.
Key stat:
47% of fundraisers named AI as their top digital opportunity in 2025. It’s being used to:
- Recommend intelligent donation amounts
- Create donor segments based on behaviour
- Automate communications and supporter journeys
📌 Action tip: Map the full donor journey — from first gift to ongoing support — and use automation to create consistent engagement.
🧭 Donation Benchmarks: Use to Guide, Not Compare
These global donation benchmarks are a starting point — not a scoreboard. They show what’s possible and where smart strategy pays off. Use them to identify your strengths, spot gaps, and set smarter goals.
🤔 Five Planning Questions for Your Team
The report shows that fundraising success “is rooted in how strategically you design your campaigns, how well you understand your donors, and how intentionally you align every element of your strategy.”
To turn insights into action, bring to your team these quick discussion starters:
- Are we delivering a fundraising experience that feels personal — or transactional?
- What’s connecting with supporters, and what’s just noise?
- If we stopped something next year, would donors notice?
- Where can we simplify — and where should we invest more care?
- Are we measuring value (donor lifetime, engagement) — or just volume?
📊 Download the Full 2025 Fundraising Benchmarks Report
Download the 2025 Fundraising Benchmarks Report and watch the on‑demand webinar to benchmark your numbers, sharpen your strategy, and focus on what matters most in 2025.
Marketing Manager at Raisely.