CINXE.COM
Home | M+R Benchmarks 2025
<html> <head> <meta charset="utf-8"> <meta name="viewport" content="width=device-width, initial-scale=1"> <base href="https://mrbenchmarks.com/"> <title>Home | M+R Benchmarks 2025</title> <link rel="icon" type="image/png" href="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/images/site/2025-favicon.png"> <meta name="robots" content="index,follow"> <meta name="googlebot" content="index,follow"> <meta name="google" content="nositelinkssearchbox"> <meta name="google" content="notranslate"> <meta name="description" content="Rejoice! M+R's annual Benchmarks Study has arrived!"> <meta name="keywords" content="Nonprofit, Benchmarks, Report"> <meta property="fb:app_id" content="123456789"> <meta property="og:url" content="https://mrbenchmarks.com/"> <meta property="og:type" content="website"> <meta property="og:title" content="Home"> <meta property="og:image" content="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/images/2025-Benchmarks-Social-Share.jpg"> <meta property="og:description" content="Rejoice! M+R's annual Benchmarks Study has arrived!"> <meta property="og:site_name" content="M+R Benchmarks 2025"> <meta property="og:locale" content="en_US"> <meta name="twitter:card" content="summary"> <meta name="twitter:site" content="@MRCampaigns"> <meta name="twitter:creator" content="@MRCampaigns"> <meta name="twitter:url" content="https://mrbenchmarks.com/"> <meta name="twitter:title" content="Home | M+R Benchmarks 2025"> <meta name="twitter:description" content="Rejoice! M+R's annual Benchmarks Study has arrived!"> <meta name="twitter:image" content="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/images/2025-Benchmarks-Social-Share.jpg"> <!-- Preload critical resources --> <link rel="preload" href="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/images/site/header-pattern.jpg" as="image" type="image/jpeg" fetchpriority="high"> <!-- Fonts --> <link rel="preconnect" href="https://fonts.googleapis.com"> <link rel="preconnect" href="https://fonts.gstatic.com" crossorigin> <link href="https://fonts.googleapis.com/css2?family=Cormorant+Garamond:ital,wght@0,300;0,400;0,500;0,600;0,700;1,300;1,400;1,500;1,600;1,700&display=swap" rel="stylesheet"> <link rel="stylesheet" href="https://use.typekit.net/rtc5wzu.css"> <!-- Google Tag Manager --> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-KM5R46');</script> <!-- End Google Tag Manager --> <script type="module" src="https://mrbenchmarks.com/dist/assets/app-C5aXS45H.js" crossorigin onload="e=new CustomEvent('vite-script-loaded', {detail:{path: 'src/js/index.js'}});document.dispatchEvent(e);"></script> <link href="https://mrbenchmarks.com/dist/assets/app-BzT9-RAx.css" rel="stylesheet"> </head> <body id="page-home"> <header id="header"> <div class="layout"> <h1 class="site__title"> <a href="https://mrbenchmarks.com/">Benchmarks 2025</a> </h1> <div class="site__menu"> <div class="site__logo"> <a href="https://mrbenchmarks.com/"> <img src="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/images/site/mr-benchmarks-25-logo.png" alt="M+R Benchmarks 2025" /> </a> </div> <label class="site__hamburger" for="nav-toggle"> <span class="site__hamburger-bar"></span> <span class="site__hamburger-bar"></span> <span class="site__hamburger-bar"></span> </label> <nav class="site__nav"> <input type="checkbox" id="nav-toggle" style="display: none;" /> <ul ><li ><a href="https://mrbenchmarks.com/key-findings">Key Findings</a></li><li class="has-children"><a href="https://mrbenchmarks.com/charts">All Data</a><ul ><li ><a href="https://mrbenchmarks.com/charts/fundraising">Fundraising</a></li><li ><a href="https://mrbenchmarks.com/charts/email-messaging">Email Messaging</a></li><li ><a href="https://mrbenchmarks.com/charts/mobile-messaging">Mobile Messaging</a></li><li ><a href="https://mrbenchmarks.com/charts/advertising">Advertising</a></li><li ><a href="https://mrbenchmarks.com/charts/social-media">Social Media and Influencers</a></li><li ><a href="https://mrbenchmarks.com/charts/website-performance">Website Performance</a></li></ul></li><li ><a href="https://mrbenchmarks.com/participants">Participant List</a></li><li ><a href="https://mrbenchmarks.com/benchmark-yourself">Benchmark Yourself</a></li><li class="button"><a data-modal-trigger="download">Download PDF</a></li></ul> </nav> <ul class="site__share"> <li><a href="#" class="icon-share native-share"><span class="visually-hidden">Share</span></a></li> <li><a href="https://www.facebook.com/sharer/sharer.php?u=https://mrbenchmarks.com/" target="_blank" class="icon-facebook"><span class="visually-hidden">Facebook</span></a></li> <li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://mrbenchmarks.com/" target="_blank" class="icon-linkedin"><span class="visually-hidden">LinkedIn</span></a></li> </ul> </div> </div> </header> <main id="main"> <article> <header> <img src="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/images/Bird-Preface.png" alt="Preface"> </header> <section> <h2 class="heading">Hope is the thing with feathers — <br />That perches in the soul</h2><p>— “Hope is the thing with feathers (254),” Emily Dickinson</p><h3 class="subheading">PREFACE</h3><p>Is it gauche to quote a lovely and very famous poem, and then immediately pivot to quoting yourself? Maybe.</p><blockquote><p>“You should know that the whole time, when we’re talking about numbers, we’re going to be having feelings.”</p></blockquote><p>We said that back in our 2021 edition, and if there were an official M+R Benchmarks motto, that would be it. </p><p>Back then, we were reflecting on the astounding upwelling of support for nonprofits through the first year of the Covid pandemic. The data showed higher revenue numbers; it also revealed compassion, generosity, community in a time of isolation. </p><p>Once again this year, we have so, so much data to share with you: literally millions of interactions, billions of dollars, so many numbers. Our objective is to help you use this data to shed light on your own program and find opportunities to advance your cause. </p><p>We also, the whole time, will be having feelings. About what the numbers say about supporters. About how each gift and petition signature is an expression of someone’s values, identity, hopes, fears, defiance, outrage, grief, empathy, courage, curiosity, solidarity, remembrance, frustration, heartbreak, every human thing but resignation.</p><p>No matter how many new metrics we report or how much detail we cram into our charts, they can’t hope to capture that context. So, we’re sharing some poetry in this year’s Benchmarks alongside the usual data and analysis.</p><p>This is a hard, hard time to be a <s>nonprofit professional</s> human. We are grateful to the 216 nonprofit participants in this year’s M+R Benchmarks Study — for contributing data and answering all our questions, yes, and also for being excellent people who do enormously valuable work to alleviate suffering, enlighten minds, and advance equality. </p><p>If you are one of those participants, we want you to know how much we appreciate your contributions. (If you are <a href="https://poets.org/poem/how-do-i-love-thee-sonnet-43">Elizabeth Barrett Browning</a>, we want you to know we are terribly sorry.)</p><div class="poem"> <h4 class="poem__title">A Sonnet for M+R Benchmarks Participants</h4> <h5 class="poem__author"></h5> <div class="poem__content"> <p>How do we love you? Let us count the ways.</p><p>We love you to the depth and breadth and height</p><p>Our charts can reach, as every point we cite</p><p>Depends upon your data and your grace.</p><p>We love you for the trends you help us trace,</p><p>The insights that surprise, inspire, excite.</p><p>We love your data, the truths you bring to light.</p><p>We love your patience, for questions that we raise.</p><p>We love the serious nerds who love to use</p><p>This Benchmarks Study, which more or less</p><p>Could not exist without all you who choose</p><p>To join the fun. We love you all to death —</p><p>For sharing all the clicks and gifts and views,</p><p>And making this Study (hopefully) our best.</p> </div> </div><p>Thank you to all our participants, our partners at Rally UK, and everyone who contributed to this study.</p><p>Now, ready to go look at some numbers and have some feelings?</p> </section> <aside> <div class="poem"> <h4 class="poem__title">Hope is the thing with feathers (254)</h4> <h5 class="poem__author">Emily Dickinson</h5> <div class="poem__content"> <p>Hope is the thing with feathers </p><p>That perches in the soul, </p><p>And sings the tune without the words, </p><p>And never stops at all,</p><p>And sweetest in the gale is heard; </p><p>And sore must be the storm </p><p>That could abash the little bird </p><p>That kept so many warm.</p><p>I've heard it in the chillest land, </p><p>And on the strangest sea; </p><p>Yet, never, in extremity, </p><p>It asked a crumb of me.</p> </div> </div> </aside> </article> <section class="team"> <div class="container"> <div class="team__poem"> <h2>I Celebrate myself, and sing myself…<sup>1</sup></h2> <p>We are M+R</p> <p>We believe that the nonprofits we work for are essential to advancing the cause of justice, alleviating suffering, and solving the greatest challenges we face.</p> <p>We bring experience, talent, and unshakable dedication to our clients through fundraising and supporter engagement, movement building and issue advocacy, and message and brand development.</p> <p>We have more resources, advice, tools, and other fun stuff waiting for you at <a href="https://www.mrss.com">www.mrss.com</a></p> <p class="footnote"><strong>1 “Song of Myself, 1” by Walt Whitman</strong></p> </div> <div class="team__members"> <div class="content"> <h2 class="team__title">Benchmarks Editorial Team</h2> <ul class="member__list"> <li><span>Writing</span> / Will Valverde</li> <li><span>Data Analytics</span> / Jonathan Benton / Theresa Bugeaud / Lia Mancuso / Michelle Hertel / Alec MacIntyre / Evan Aczon</li> <li><span>Design</span> / Laura Klavon</li> <li><span>Website Development</span> / Bobby Burch / Tom Giordano</li> <li><span>Participation Management</span> / Lucy Midelfort</li> <li><span>Project Management</span> / Bobby Goldstein</li> <li><span>Insights</span> / Diego Ruiz / Lia Mancuso / Rachael Wolber / Sarah DiJulio / Sarah Coughlon / Michelle Stikeleather / Miranda Carter / Marium Navid / Yasmin Harrell / Jessica Bosanko / Marc Ruben</li> <li><span>QA</span> / Anne Paschkopic / Michelle Hertel / Evan Aczon / Dan Stevens / Porscha Stiger / Alec MacIntyre / Evan Aczon</li> <li><span>Marketing</span> / Laura Klavon / Linda Zhang / Lucy Midelfort / Madeline Stanionis / Marium Navid</li> <li><span>Publisher</span> / Madeline Stanionis</li> </ul> </div> </div> </div> </section><section id="metrical-feats" class="metrical-feats"> <div class="container"> <div class="metrical-feats__content"> <h2>Metrical Feats</h2> <p>Here’s what you need to know about how we count things:</p> <ol> <li>Wherever possible, we have broken out the findings by sector. Each of our participants self-identified the appropriate sector (or, in some cases, fell outside of our defined sectors and selected “Other”). If you are not sure which sector represents your peer group, review the <a href="/participants">full list of participants</a> to find where you belong.</li> <li>We also sort our participants by size. For our study, “Small” refers to nonprofits with annual online revenue in 2024 below $500,000; “Medium” is those nonprofits with annual online revenue between $500,000 and $3,000,000; and “Large” covers all those with annual online revenue greater than $3,000,000.</li> <li>The averages displayed in each chart and discussed throughout Benchmarks represent the median figure for a given metric for all participants who reported data. We do this to avoid having one or two outliers with extraordinary results from having too much influence, as might happen with a mean average.</li> <li>Not all participants were able to provide data for every metric. If a chart does not include data for a certain sector or size, it’s because we were not able to collect enough results to report a reliable average.</li> <li>In addition to the median figure, some charts display a range showing the 25th <a href="https://mr-benchmarks-25.ddev.site/glossary#percentile">percentile</a> to the 75th percentile. Half of all reported values fell within this range, which can be considered “normal” results for participants in our study.</li> <li>Some fundraising data excludes individual donations over $10,000. We identify in each chart if it includes gifts over $10,000.</li> <li>Shall I compare thee…se results to what was reported in the 2024 Benchmarks Study? No. Don’t do that. We have a different pool of participants this year, so those comparisons would mislead. Wherever we report year-over-year changes, we are including long-term data from this year’s participants. (Who are, by the way, both lovely and temperate.)</li> </ol> </div> </div> </section> <section class="continue"> <div class="container narrow"> <p class="continue__title"> <a href="https://mrbenchmarks.com/key-findings" class="continue__link">Continue <em>to</em> Key Findings ></a> </p> </div> </section> </main> <section class="download"> <div class="container"> <div class="download__content"> <h2>Download the full Benchmarks Study</h2> <p>Read the PDF for every line of analysis, all charts, and a few surprises.</p> </div> <div class="download__button"> <a class="button" data-modal-trigger="download">Download</a> </div> </div> </section> <footer id="footer"> <div class="layout"> <nav class="footer__nav"> <ul> <li> <input type="checkbox" id="footer-nav-487" class="footer__nav-toggle"> <label for="footer-nav-487" class="footer__nav-title">Words</label> <ul> <li> <li><a href="https://mrbenchmarks.com/home" href="https://mrbenchmarks.com/home">Preface</a></li> </li> <li> <li><a href="https://mrbenchmarks.com/key-findings" href="https://mrbenchmarks.com/key-findings">Key Findings</a></li> </li> <li> <li><a href="/#metrical-feats" href="/#metrical-feats">Metrical Feats</a></li> </li> </ul> </li> <li> <input type="checkbox" id="footer-nav-472" class="footer__nav-toggle"> <label for="footer-nav-472" class="footer__nav-title">All Data</label> <ul> <li> <li><a href="https://mrbenchmarks.com/charts/fundraising" href="https://mrbenchmarks.com/charts/fundraising">Fundraising</a></li> </li> <li> <li><a href="https://mrbenchmarks.com/charts/email-messaging" href="https://mrbenchmarks.com/charts/email-messaging">Email Messaging</a></li> </li> <li> <li><a href="https://mrbenchmarks.com/charts/mobile-messaging" href="https://mrbenchmarks.com/charts/mobile-messaging">Mobile Messaging</a></li> </li> <li> <li><a href="https://mrbenchmarks.com/charts/advertising" href="https://mrbenchmarks.com/charts/advertising">Advertising</a></li> </li> <li> <li><a href="https://mrbenchmarks.com/charts/social-media" href="https://mrbenchmarks.com/charts/social-media">Social Media and Influencers</a></li> </li> <li> <li><a href="https://mrbenchmarks.com/charts/website-performance" href="https://mrbenchmarks.com/charts/website-performance">Website Performance</a></li> </li> </ul> </li> <li> <input type="checkbox" id="footer-nav-479" class="footer__nav-toggle"> <label for="footer-nav-479" class="footer__nav-title">Appendix</label> <ul> <li> <li><a href="https://mrbenchmarks.com/participants" href="https://mrbenchmarks.com/participants">Participant List</a></li> </li> <li> <li><a href="https://mrbenchmarks.com/glossary" href="https://mrbenchmarks.com/glossary">Glossary</a></li> </li> <li> <li><a href="https://mrbenchmarks.com/archive" href="https://mrbenchmarks.com/archive">Archive</a></li> </li> <li> <li><a href="https://mrbenchmarks.com/benchmark-yourself" href="https://mrbenchmarks.com/benchmark-yourself">Benchmark Yourself</a></li> </li> </ul> </li> <li> <input type="checkbox" id="footer-nav-504" class="footer__nav-toggle"> <label for="footer-nav-504" class="footer__nav-title">Supplemental</label> <ul> <li> <li><a href="https://res.cloudinary.com/dsc8ct26t/image/upload/v1744662447/Benchmarks%202025/2025_Benchmarks_Infographic.pdf" href="https://res.cloudinary.com/dsc8ct26t/image/upload/v1744662447/Benchmarks%202025/2025_Benchmarks_Infographic.pdf" rel="noopener" target="_blank">Infographic</a></li> </li> <li> <li><a href="https://res.cloudinary.com/dsc8ct26t/image/upload/v1744662446/Benchmarks%202025/2025_Benchmarks_Poetry_Anthology.pdf" href="https://res.cloudinary.com/dsc8ct26t/image/upload/v1744662446/Benchmarks%202025/2025_Benchmarks_Poetry_Anthology.pdf" rel="noopener" target="_blank">M+R Poetry Anthology</a></li> </li> </ul> </li> <li> <input type="checkbox" id="footer-nav-508" class="footer__nav-toggle"> <label for="footer-nav-508" class="footer__nav-title">Info</label> <ul> <li> <li><a href="https://www.mrss.com" href="https://www.mrss.com" rel="noopener" target="_blank">mrss.com</a></li> </li> <li> <li><a href="https://www.mrss.com/careers/" href="https://www.mrss.com/careers/" rel="noopener" target="_blank">We're hiring!</a></li> </li> <li> <li><a href="https://www.mrss.com/privacy-policy/" href="https://www.mrss.com/privacy-policy/" rel="noopener" target="_blank">Privacy Policy</a></li> </li> <li> <li><a href="https://www.mrss.com/privacy-policy/#california-users" href="https://www.mrss.com/privacy-policy/#california-users" rel="noopener" target="_blank">California Privacy Notice</a></li> </li> </ul> </li> </ul> </nav> </div> <div class="subfooter layout"> <div class="subfooter__content"> <a class="site__logo" href="https://www.mrss.com" target="_blank"> <img src="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/images/site/mr-benchmarks-25-logo.png" alt="M+R Benchmarks 2025" /> </a> </div> <div class="subfooter__content"> <ul class="site__share"> <li><a href="#" class="icon-share native-share"><span class="visually-hidden">Share</span></a></li> <li><a href="https://www.facebook.com/sharer/sharer.php?u=https://mrbenchmarks.com/" target="_blank" class="icon-facebook"><span class="visually-hidden">Facebook</span></a></li> <li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://mrbenchmarks.com/" target="_blank" class="icon-linkedin"><span class="visually-hidden">LinkedIn</span></a></li> </ul> <p class="site__copyright">© M+R 2025</p> </div> </div> </footer> <dialog id="download-modal" class="modal" data-modal="download"> <button class="modal__close" data-modal-close aria-label="Close modal">×</button> <div class="modal__wrapper"> <div class="modal__container"> <div class="modal__header"> <h2 class="modal__title">Download the 2025 Study</h2> </div> <div class="modal__content"> <form class="form" action="signup.php"> <div class="input"> <label for="email"> Email Address <input type="email" id="email" name="email" required> </label> <p class="disclaimer">By signing up, you agree to receive emails from M+R. You may unsubscribe at any time.</p> </div> <button type="submit" class="button button--primary">Download</button> </form> <div class="modal__thanks"> <p>Thanks for your interest! Please click the button below to download the 2025 Study.</p> <a download href="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/files/2025_Benchmarks_Study.pdf" class="button button--primary desktop--only" target="_blank">Download</a> <a download href="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/files/mobile-report/2025_Benchmarks_Study_Mobile.pdf" class="button button--primary mobile--only" target="_blank">Download</a> </div> </div> </div> </div> </dialog> <dialog id="splash-modal" class="modal modal--splash" data-modal="splash" data-modal-auto="true"> <button class="modal__close" data-modal-close aria-label="Close modal">×</button> <div class="modal__wrapper modal__wrapper--splash"> <div class="modal__container modal__container--splash"> <div class="modal__content modal__content--splash"> <div class="splash-video-container"> <video class="splash-video" autoplay muted playsinline> <source src="https://d30s75h9mppx92.cloudfront.net/mr-benchmarks-25/files/benchmarks-cover-crf28.mp4" type="video/mp4"> </video> <div class="splash-overlay"> <div class="splash-content"> <button class="button button--primary splash-cta" data-modal-confirm>Visit site <span>→</span></button> </div> </div> </div> </div> </div> </div> </dialog> </body> </html>