The percentage of overall fundraising that comes from online is less than 8%. This number closely mirrors the data released by the Commerce Department on percentage of online sales compared to overall retail, so online giving is keeping pace with consumer behavior. The organizations that raise the highest percentage of their overall giving from online—Medical Research nonprofits—have shifted to drive their peer-to-peer fundraising programs that were traditionally offline to almost all online. This indicates that it’s possible to drive a higher percentage of online giving with the right focus.

Nonprofits also have room to improve in terms of communication practices. Over a third of organizations did not send an email within 30 days of signing up for an email list. Less than half of organizations make a fundraising ask within 90 days or signing up. Fortunately, the majority of organizations feature only a single call-to-action in their emails. But the fact that over 30% still use multiple conflicting calls-to-action means that organizations can still learn from the years of research that have defined email best practices.

Similarly, nearly two-thirds of the leading organizations in the United States require three or more clicks to make a donation, in direct conflict with best practices that advise making giving as easy as possible online. Over 70% of nonprofits do not offer a “share” option after an online donation, which would help drive additional gifts, particularly in peer-to-peer fundraising campaigns.