We are delighted to be able to share the 2025 M+R Benchmarks Study with you. Download the full pdf now, or visit mrbenchmarks.com for key findings and literally 115 charts about digital fundraising, marketing, advocacy, and more.
Join Us for Live Readings
from M+R Benchmarks
Webinar
TODAY, April 22, 1:00pm ET
RSVP on Zoom
Washington, DC
TODAY, April 22, 4:00pm ET
Busboys and Poets (2102 14th St, NW)
Details and RSVP
New York
Wed, May 7, 4:00pm ET
Poets House (10 River Terrace)
Details and RSVP
The 2025 M+R Benchmarks Study includes data from 216 nonprofits who do invaluable work across a wide range of issues and causes. This year’s study includes metrics on email and mobile messaging, advertising, web traffic, social media and influencers, and more.
Our (wonderful, splendid, magnificent) nonprofit participants also shared insights into their strategic approach to everything from generative AI to message research to email and donation page optimization.
Visit mrbenchmarks.com for key findings, including:
- Average online revenue increased by 2% in 2024, following a 1% decline in 2023. Nonprofits engaged in political work reported significantly higher revenue growth than non-political organizations — especially following the November election.
- Total advertising investment by nonprofits increased by 11%. Spending on connected TV advertising increased by 84% in 2024 and made up 15% of fundraising advertising budgets.
- TikTok had the fastest-growing audiences among the major social media platforms, with average follower counts increasing by 37% in 2024. Nonprofits saw a decrease in Twitter/X followers — and 31% of nonprofits still on the platform reported plans to leave.
- About half of M+R Benchmarks participants reported working with social media influencers in 2024. Among nonprofits with paid influencer campaigns, 60% used those partnerships for fundraising, and 65% for advocacy or volunteer asks.
- In 2024, 78% of nonprofits used generative AI in some part of their marketing, fundraising, or advocacy programs. Only 42% reported having policies, procedures, or guidelines in place around the use of AI.
Download the full 2025 M+R Benchmarks Study to peruse the full findings.
Get more top-line insights at mrbenchmarks.com.
Join us for a live webinar TODAY, April 22, 1:00pm ET.
The time has come,’ the Walrus said,
To talk of many things…1
Come talk with us about the numbers, the findings, and anything else that has you feeling curious!
1 “The Walrus and the Carpenter” by Lewis Carroll