Facebook Giving Accounted for 3.5% of Non-Profits’ Online Revenues Last Year

May 19, 2020

This article is included in these additional categories:

Digital | Industries | Non-Profit | Social Media

MR Non Profit Share Online Revs from Facebook May2020Facebook giving made up 3.5% of all non-profit online revenue in 2019, with Health non-profits benefiting in particular (9.5%), according to M+R’s latest Benchmarks data. Alongside a decrease in revenue from email, the amount raised through Facebook increased by 6% year-on-year, though some sectors generated a larger share of revenues from Facebook than others.

Health, Rights and Wildlife/Animal Welfare non-profits emerged as those with the highest share of online revenue from Facebook giving. Health non-profits topped the list with a median online revenue share generated from Facebook of 9.5%, with the 75th percentile in this category generating one-fifth (21%) of their online revenues from Facebook giving. Rights non-profits made a median 5.6% of their online revenues through Facebook giving, and Wildlife/Animal Welfare charities 4.5%.

From 2018 to 2019, the amount non-profits raised through Facebook giving increased by 6%, though specific sectors had disparate experiences. While Environmental non-profits saw a 53% year-over-year increase in the amount they raised through the online platform, Rights non-profits suffered from a decrease of 23%. Other sectors that enjoyed an increase were Wildlife/Animal Welfare (40%) and Health (32%). However, the majority of sectors saw a decrease in online revenue through Facebook, including Cultural (-22%), Hunger/Poverty (-18%) and International (-8%) non-profits.

Despite the decrease in Facebook-generated online revenue for International and Hunger/Poverty non-profits, these sectors receive the largest average gifts per donation ($34 and $33 respectively). Health non-profits received the next largest average gift ($32), followed by Rights ($31), Environmental ($29) and Wildlife/Animal Welfare ($25).

The vast majority (97%) of all Facebook revenue going to non-profits comes from the peer-to-peer Facebook Fundraiser tool, where a user can set up a drive to raise funds. In terms of the average number of gifts to a Facebook Fundraiser, Environmental, International and Wildlife/Animal Welfare non-profits each received a median average of 6 gifts, in line with the overall average. Hunger/Poverty non-profits received an average of 7 gifts, while Rights received 6.5 and Health 5.5.

Giving is also skewed towards the end of the calendar year, where the #GivingTuesday campaign encourages donations on the Tuesday following Thanksgiving. As a result, one-quarter (26%) of all Facebook giving revenue comes during the months of November and December.

For more detail on social media and nonprofits, read the report here.

About the Data: The report is based on a survey of 201 non-profits who contributed data for the 2019 calendar year.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This