# 10 need to know fundraising stats for 2017

- Link: https://fundraising.co.uk/2017/03/31/10-need-to-know-fundraising-stats-for-2017/
- Published: 2017-03-31T11:14:17+01:00
- Author: Guest Blogger

**Every year top organisations collect and compile data to help nonprofit organisations
like yours be even more successful. This is especially important considering the
rapid rate at which technology is changing the fundraising landscape, which can 
make it [difficult for your organisation to keep up](https://fundraising.co.uk/2017/02/28/chief-executives-warn-18-percent-charities-struggling-survive/).**

These stats will help you understand today’s donors and what you need to do to be
able to reach them. One of the major takeaways? Being able to engage donors on their
preferred channel is crucial to the success of your nonprofit.

Read on to discover the top 10 fundraising stats you need to know for 2017.
 

## Advertisement

## 1. Bequests account for as much as 33% of fundraising revenues in the UK

![YMCA email campaign on a laptop screen](https://wfay6x.infiniteuploads.cloud/2022/
01/YMCA-email-on-screen.webp)

Source: [NonprofitPro](http://www.nonprofitpro.com/article/80-nonprofit-trends-for-2016/all/)

Segmenting your messages to different groups of donors is a great way to promote
bequests, and is a top [online fundraising tip](https://www.mobilecause.com/beginners-guide-to-online-fundraising/)
for all nonprofits to keep in mind. Delivering relevant content to your donors results
in both higher engagement rates and higher average donations, and reduces the number
of “unsubscribes” you receive.

In this case a recent survey showed the number 1 reason a bequest was arranged was
because an organisation sent a message about the opportunity.

Growing your list of contacts is important in order to maintain or increase your
fundraising revenue year after year. There is no guarantee that your current donors
will give forever, so continually growing your audience is crucial to expanding 
your reach. If you can get your messages seen by more potential donors then you’ll
have a higher fundraising potential.
 

## 2. 71% of nonprofits agree that social media is effective for online fundraising

![Smartphone screen showing popular social media app icons. Photo: The Six on Pexels.
com](https://wfay6x.infiniteuploads.cloud/2026/11/Smartphone-display-with-popular-
social-media-apps.jpg)

Photo: The Six on Pexels.com

Source: [TechReport](http://www.techreport.ngo/english/2017report.pdf)

If you’re looking to reach more donors online, then your organization needs to be
on at least one of the three major social media networks: Facebook, Twitter and 
Instagram. Snapchat is also experiencing rapid growth, especially among younger 
generations, and will likely have a greater impact in a few years. These social 
media networks makes it easy to share your stories and ask for donations directly
from your supporters.

Since the majority of users access social media networks on mobile phones, you’ll
want to be sure you are linking to mobile-friendly donation forms to make it easy
as possible for supporters to donate to your organisation right from their mobile
device.

## 3. Facebook videos are shared 7 times more than links

![Facebook video shares chart. Source: Newswhip data featured on Digiday.](https://
wfay6x.infiniteuploads.cloud/2022/01/facebook-video-shares-chart-newswhip-digiday.
webp)

Source: [DIGIDAY](http://digiday.com/media/publishers-facebook-videos-shared-7-times-links/)

Video continues to outperform all other types of links, downloads, images on all
platforms. Just 60-seconds of video may equal to 1.8 million words or 3600 pages
of text.

What matters most is the raw emotion you can capture on video.

Compelling video storytelling strengthens donor engagement and outreach across all
your channels. Now that most people have a camera in their pocket in the shape of
a smartphone, it is easier than ever to make a video and share it online.

## 4. Snapchat users watch 10 billion videos each day

![Snapchat logo on a phone. Photo: Unsplash.com](https://wfay6x.infiniteuploads.
cloud/2021/06/snapchat-logo-on-phone-unsplash-1024x683.jpg)

Source: [Bloomberg](https://www.bloomberg.com/news/articles/2016-04-28/snapchat-user-content-fuels-jump-to-10-billion-daily-video-views)

[57% of donors that give online watch a video before donating](https://fundraising.co.uk/2016/03/29/19-fundraising-statistics-imperative-understanding-donor-behaviours/)
and will give more over time if they can see and hear the end results of their donations.

Snapchat allows you to show your supporters exactly what goes on within your organisation
and how their donations will be used with live updates posted to the “My Story” 
section that expire after 24 hours. This immediate engagement acts an an exclusive
update for supporters, and lets you show the daily ins and outs of your organisation
that may not otherwise be seen.

## 5. Shortened subject headers in email have the highest engagement rates. (21% vs 15%)

![Brief subject line in email.](https://wfay6x.infiniteuploads.cloud/2022/01/usc-
alumni-email.webp)

Source: [SendGrid](https://sendgrid.com/blog/sendgrid-releases-study-email-engagement-subject-line-data/)

Email is still a great way to reach your donors but it can also get lost in their
inbox, especially when read on a mobile device. The most common length of a subject
line is 7 words (14.0% of subject lines), however 3-word subject lines (1.6% of 
subject lines) have the highest engagement rates at 21.2% compared to 15.8% for 
7-word subject lines.

## 6. 17% of online donations were made on a mobile device in 2016 versus 14% in 2015

![Giving to charity by mobile phone. Image: Blackbaud.com](https://wfay6x.infiniteuploads.
cloud/2022/01/mobile-giving-with-a-credit-card-1200x614.webp)

Source: [Blackbaud](http://institute.blackbaud.com/wp-content/uploads/2017/02/2016-Charitable-Giving-Report.pdf)

Mobile is not going anywhere—as a matter a fact it will keep growing for many years
ahead.

2016 showed a continuing trend of strong growth in online giving which grew another
8% as compared to 2015.
Mobile giving provides nonprofits new opportunities by making
it easy for anyone to donate from anywhere at any time. They are no longer tied 
to their desktops, cash, or checks, in order to contribute to a good cause, but 
rather they can do so whenever they are inspired. 

## 7. In the UK giving rose 2.8% in 2016, with online giving up 2.2%

![Red neon heart shape held by woman in a dark room. Photo: Pexels.com](https://
wfay6x.infiniteuploads.cloud/2017/03/neon-heart-shape-woman-pexels.jpg)

Photo by Designecologist from Pexels.com

Source: [Institute of Fundraising](http://www.institute-of-fundraising.org.uk/guidance/research/uk-online-giving-trends/)

Comparing year after year is a good way to see what the new year will bring in terms
of fundraising. Mobile and online fundraising continues to keep growing and will
continue to for many years to come. This technology should be embraced by every 
nonprofit to save on overhead so they can spend more time doing good.

## 8. Millennials are nearly twice as likely to donate to charity than those aged 55+

![Black People in the Park - BlackIllustrations](https://wfay6x.infiniteuploads.
cloud/2021/06/Black-People-in-the-Park-2-1024x980.jpg)

Source: [Stylus](http://www.stylus.com/hdrsht)

Millennials are a giving force that should be tapped into if your organisation wants
to flourish in the upcoming years. They have recently surpassed baby boomers as 
the largest generation in America, and with 85% of them making charitable contributions,
they are definitely the generation worth targeting to get the most out of your fundraising
campaigns.

## 9. Millennials will make up 75% of the workforce by 2025

![Young Black Adult Studying - BlackIllustrations](https://wfay6x.infiniteuploads.
cloud/2021/06/Young-Black-Adult-Studying-05-1024x731.jpg)

Source: [Forbes](https://www.forbes.com/sites/workday/2016/05/05/workforce-2020-what-you-need-to-know-now/#3a82da2e2d63)

Again, the power of millennials can’t be denied. They are a giving force that should
be tapped into if your organisation wants to flourish in the upcoming years. Millennials
are generous, tech savvy and are a huge part of the workforce. Put simply, they 
can’t afford to be ignored.

Here are some things to keep in mind when you are trying to engage this generation:

 * No cash, no checks. Millennials don’t carry cash or checks and prefer giving 
   through crowdfunding using a credit or debit card.
 * Direct mail goes in the trash. This traditional form of fundraising is more of
   a nuisance than a call-to- action with these donors, and will likely end up thrown
   in the trash.
 * Hold the phone calls. Text messaging is the preferred form of communication for
   donors under 50. Phone calls from unknown numbers are ignored and voicemails 
   are often deleted. 

## 10. Donations through websites, social media and apps now account for £26 in every £100 donated in the UK

Video: [Wired](http://www.wired.co.uk/article/charity-and-social-media)

It may seem obvious, but it’s worth noting that donors who have a smartphone are
more likely to give to your cause through the channels mentioned above. But you 
still have to capture their attention in order to get them to do so.Mobile and online
solutions are a must have to engage donors who prefer to give online and rarely 
carry cash.

Without these cross-channel solutions, your cause can miss out on 26% of the donations.

## So what’s next for your organisation?

You can sleep soundly knowing that fundraising is alive and well in 2017 with projected
increases in giving all around. However, it is still up to your nonprofit to reach
donors and get them to join in your cause, whether it’s through a donation or volunteering
their time.

One thing is for sure: if you are serious about raising money for your cause, then
you must embrace technology to captivate today’s tech-savvy donors.

Don’t be afraid and embrace these new tools to help you save you countless hours
of time while also reaching more donors. [Online fundraising and communication software](https://www.mobilecause.com/fundraising-software/)
gives you the power to amplify your efforts with solutions that target the next 
generation of donors across multiple channels in less time than ever before.

![](https://wfay6x.infiniteuploads.cloud/2022/01/steven-page.webp)

_**Steve Page** is a marketer and webmaster for MobileCause, mobile and online software
for the next generation of fundraising.  [MobileCause](https://www.mobilecause.com/)
helps organisations of all sizes strengthen traditional and digital campaigns across
mobile, social, and online channels.  When he’s not at MobileCause, Steve can usually
be found helping organisations with their websites, learning the latest marketing
trends or working on his golf game._

 * **Read MobileCause’s [19 fundraising statistics imperative to understanding donor behaviours](https://fundraising.co.uk/2016/03/29/19-fundraising-statistics-imperative-understanding-donor-behaviours/)
   from 2016 **