2026 fundraising benchmarks: What the data says about donor behavior and growth

Fundraising has evolved quite quickly in recent years. In 2026, nonprofits are operating in a landscape shaped by digital giving, shifting donor preferences, and changing economic signals.

Fortunately, benchmarks help us understand how these forces are manifesting across the sector. Rather than dictating next steps, fundraising benchmarks offer perspective. They help organizations see how online giving, gift sizes, and donor participation compare across similar nonprofits.

Today, we’ll discuss key 2026 fundraising benchmarks and explain what the data suggests about donor behavior and realistic growth patterns in the year ahead.

Giving trends and sector performance

Overall giving is at record levels

Total charitable giving reached $592.5 billion in 2024, showing the first inflation-adjusted growth in three years and setting a new record in current dollars. Despite fewer donors, giving rose by 6.3%, with individuals contributing $392.5B, about 66% of the total. Foundation giving also remained strong at $109.8B.

This trend confirms that while participation may be narrowing, commitment among retained donors is increasing.

“Existing donors give more over time. And then retention drives predictability.” — Colin Hunter

The role of online giving

Digital giving is still growing

Online giving increased by 2% year over year, according to M+R Benchmarks. While growth is slower than during pandemic highs, it continues to be a reliable channel.

For many nonprofits, online infrastructure has become foundational.

Average gift size remains steady

• One-time online gift: ~$126
• Monthly gift: ~$24 (≈ $288 per year)

These figures show both stability and opportunity. While one-time gifts provide short-term boosts, monthly giving contributes to long-term revenue predictability and donor retention.

Monthly giving now drives 31% of online revenue

Monthly donations are no longer a niche category; they now represent nearly a third of total online fundraising. This shift reflects growing donor preference for recurring giving options that are easy to set up and manage.

Channel performance and efficiency gaps

Desktop still converts better than mobile

• Desktop conversion rate: ~11%
• Mobile conversion rate: ~8%

Despite the rise of mobile traffic, mobile donation forms still convert at lower rates. Improving mobile experiences is a critical area for teams seeking better results without increasing spend.

“And the reality is we live in the most distracted time in human history.” — Colin Hunter

Distraction makes every extra step matter. Clear forms and faster donation flows directly influence conversion, especially on mobile.

Digital donation forms are carrying more weight

More giving is happening directly through optimized donation pages, while events and peer-to-peer (P2P) campaigns remain useful for community engagement. However, without efficient follow-up systems, event-based campaigns don’t always convert long-term supporters.

GivingTuesday reflects continued community engagement

$4.0 billion was raised during GivingTuesday 2025, which shows that time-bound campaigns still attract attention but must be supported with smart systems to retain donors beyond the moment.

What these benchmarks signal for 2026

The data highlights a simple pattern: growth is increasingly tied to efficiency, clarity, and recurring value, not just traffic or campaign volume.

Donors are more likely to stick around when systems make giving easy, and organizations communicate value clearly.

“...we have to package in that information who we are, why it's important, why we're credible, and what exactly is going to happen with your money.” — Whit Hunter

For nonprofits planning their next steps, benchmarks are about identifying what’s working, where friction exists, and how to adjust with data, not guesswork.

If you're looking for tools that align with the trends in this report, BetterWorld offers an all-in-one, zero-cost platform designed to help nonprofits raise more without increasing staff workload.

From optimized donation forms to recurring giving support and campaign templates, BetterWorld gives fundraising teams the systems they need to grow efficiently.

Sign up today to explore how it can support your team in 2026 and beyond.

FAQs

1. What are the key fundraising trends for 2026?

Fundraising in 2026 is shaped by growing digital engagement, wider use of automation and AI, increased donor demand for transparency, and a stronger focus on recurring giving. Nonprofits are also rebalancing channel strategies, moving beyond events and mail toward mobile-first, donor-centric campaigns.

2. Is online recurring giving increasing?

Yes. Monthly donations now account for about 31% of total online revenue. More nonprofits are making recurring options easier to find and manage across digital channels.

3. How can nonprofits adapt to these trends?

Nonprofits can start by improving their donation forms and making monthly giving easy to select. Using automation tools helps reduce staff workload. Sharing clear impact updates also builds trust and improves donor retention.