Nonprofit Online Marketing Benchmarks and Best Practices

• Online giving is growing fastest for small organizations. Organizations with fewer than 10,000 e-mail addresses saw a 26 percent increase in online giving.

“We look at Gen X, Gen Y, even to an extent boomer — they want to make sure their money has an impact. They want to make sure they can see where it’s going and what’s going on,” McCarthy says. "If I give to a large NGO, where does my money really go? That money gets spent well — those are good organizations. But one of the biggest verticals that took off online is food banks … because a food bank is in my own town so I can see where that money is having an impact.”