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3 Must-Read 2019 Fundraising Reports


3 Must-Read 2019 Fundraising Reports

At the start of this new decade, nonprofits are especially busy updating their annual fundraising plans. There are many smart strategies to help with this process. For example, compiling CRM reports, some interview donors, and others reassess weaknesses and opportunities. One of the most underutilized strategies for strengthening annual fundraising plans for nonprofits includes studying national research.


Looking at a more broad scope of donors in your area, state, and country or even comparing to similar nonprofits can be incredibly useful. And often, it is free to access.

Annual fundraising stats and trends are essential to creating the smartest annual fundraising plan possible. Let’s take a look at the top five available today.

Double the Donation’s 2019 Nonprofit Fundraising Stats Report


Key takeaways:

  • Mobile-giving is dominating. Overall online giving increased by 23 percent in the last year and is becoming easier to retain.

  • Monthly giving matters. Nearly half of worldwide donors are enrolled in a monthly giving program – 45 percent, to be exact.

  • Generational giving is key. Nonprofits should prepare to “adapt their strategies to shifting demographic preferences.”

Questions to ask yourself to take advantage of these trends:

  • Does our nonprofit’s mobile-giving fundraising plan optimize monthly giving?

  • Is our monthly giving program utilizing top mobile-giving trends such as text-to-give?

  • Are we considering generational giving patterns enough in this year’s annual plan?


Giving USA’s 2019 Giving Report

Key takeaways:

  • Meet donors where they are. There is a general decline in mid-level donors. As technology evolves, it is vital to meet donors where they are to make giving as automated as possible. Think Venmo, Apple Pay, and so on. (Did you know ZOOMGIVE integrates with Apple Pay?)

  • People give for many reasons. People do not donate just for tax purposes, which is why we see a greater diversity of segments in donors. (And that’s okay!)

  • Individual donor-advised funds (DAFs) are skyrocketing. Is this included in your major donor-giving strategy?

Questions to ask yourself to take advantage of these trends:

  • Do we meet our donors where they are?

  • Do we make payment processing easy?

  • Do we understand our donor segments more each year? What did we learn last year?

  • Does our team know how to manage DAFs? (Ex. soft credits in your CRM)

The Give.org 2019 Donor Trust Report

Key takeaways:

  • The top reason donors trust charities are because of their accomplishments. Impact reporting lets donors know how you used their financial gifts, which is remarkably important for building donor retention. If you want donors to know you are worthy of another donation – prove it!

  • Charity trustworthiness continues to vary across generations. For example, Matures are not as interested as other generations in impact statements. Instead, Matures want third-party evaluations of the organization. Or take Millennials. They are the most likely to be impacted by the passion of an appeal.

  • Trust needs significant improvement between donors and nonprofits. Only 19 percent indicated in a survey that they “highly trust charities.”

Questions to ask yourself to take advantage of these trends:


  • Do our donors trust us?

  • What’s our retention data telling us about our donor’s level of trust in our nonprofit?

  • Does our nonprofit have various strategies to build trust with the different generations of donors we have?


Fundraising is – and has been for a long time – trending toward the digital space. These 2019 fundraising reports remind us of that. They also tell us that nonprofits will get ahead in 2020 by factoring in new digital trends, DAFs, and optimization of generational segments.

Learn more about how ZGIVE can make your fundraising strategies faster, easier, and better – especially for Millennial and Gen Z donors!