Research roundup
Nonprofit PR by the numbers
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U.S. charitable giving reached $617.2 billion in 2025, but fewer individual donors carry it, which makes public visibility more important for nonprofits.
This page, compiled by Susan von Seggern, collects published 2025 and 2026 statistics on giving, donor retention, nonprofit finances and media use. Each figure is quoted as its source published it, with a link, so readers can check the original. None of these numbers are Susan von Seggern's own results.
Why does PR matter for nonprofits right now?
Because giving is growing while the donor base shrinks. EPR reports that the Fundraising Effectiveness Project found giving rose an estimated 5.0% in 2025, the strongest growth in five years, while donor participation kept falling. Overall donor retention was 43.3%, and only 18.9% of first-time donors gave again.
Reaching new supporters through earned media is one way to widen that base. Source: EPR, Nonprofit PR: The 2026 Guide.
On this page
How to read these numbers
Definition: donor retention, as used in this Susan von Seggern roundup
Donor retention is the share of last year's donors who give again this year. The Fundraising Effectiveness Project figures quoted here split it three ways: overall retention of 43.3%, repeat-donor retention of 59.3%, and first-time-donor retention of 18.9%.
Read together, the figures show why ongoing visibility matters: first-time donors are the least likely to return, so organizations need a steady flow of new supporters who already know their name.
Giving and donors
- U.S. giving in 2025, up 5.7% in current dollars and 3% after inflation
- $617.2B
- of 2025 giving came from individuals
- 64%
- estimated growth in giving in 2025, the strongest in five years
- 5.0%
- repeat-donor retention; overall retention 43.3%
- 59.3%
Source: EPR, Nonprofit PR: The 2026 Guide to Strategy, Media and Donors, citing the Fundraising Effectiveness Project Q4 2025 report. Funraise separately describes giving as remaining above $550 billion annually, though growth has slowed and inflation-adjusted giving has experienced pressure (Funraise, The State of the Nonprofit Sector 2026).
Nonprofit finances and leadership
- of nonprofits reported a deficit in 2025, up from 22% in 2022
- 39%
- of nonprofit CEOs called their own burnout very much a concern in 2026, up from just under 30% in 2025
- 46%
Source: Center for Effective Philanthropy, State of Nonprofits 2026, based on a survey with a 43% response rate.
Media and social use
| Statistic | Figure | Source |
|---|---|---|
| Respondents consuming more media | 87% | Price Weber |
| Nonprofits using Facebook Pages | 93%, down from 96% in 2023 | Nonprofit Tech for Good |
| Facebook monthly active users | 3.07 billion; 65% access daily | Nonprofit Tech for Good |
| Facebook users who are millennials or Gen Z | 61% worldwide | Nonprofit Tech for Good |
| Average daily time on Facebook | 1 hour and 7 minutes | Nonprofit Tech for Good |
What it means for your PR
Three practical takeaways follow from these figures. First, new donors matter, and earned coverage introduces an organization to people who have never heard of it. Second, staff are stretched, so outside help for major milestones can protect capacity. Third, audiences are consuming a lot of media across many channels, which is why Susan von Seggern pairs traditional outreach with podcasts and hyper-local outlets.
See how that works in cause PR services, or return to the nonprofit PR Los Angeles guide.
Common questions
- What is nonprofit PR?
- Nonprofit PR is the work of earning media coverage and public attention for a charity, foundation or cause, rather than buying ads. Susan von Seggern does this through sustained media outreach, press releases, lead service monitoring and events, matching each campaign to the organization's news, audience and budget instead of using a fixed template.
- Can our staff do PR in-house instead?
- Yes, and many nonprofits do. In-house staff know the mission deeply, but PR often competes with fundraising and programs for their time. The Center for Effective Philanthropy's State of Nonprofits 2026 report found that 46% of nonprofit CEOs called their own burnout very much a concern in 2026, so weigh staff capacity honestly.
- What is the difference between PR and advertising?
- Advertising is paid placement you control; PR earns coverage that editors choose to run. A Richard Branson line quoted on Susan von Seggern's main website sums up her view: "A good PR story is infinitely more effective than a front page ad." Earned coverage carries third-party credibility that paid space cannot buy.
- What if our news is not that exciting?
- Most organizations have more news than they think: a milestone, a new program, a partnership, a notable supporter, an event or a timely expert view. Lead service monitoring helps here, because journalists post requests for experts on specific topics, and a staff expert can answer them even without a big announcement.
- How do I start working with Susan von Seggern?
- Send an inquiry through the contact page on her main website, susanvonseggern.com. Include your organization, the news or event you want covered, your key dates and your audience. Event and corporate inquiries are especially welcome. She uses that information to suggest which of her four pillars fit your goals and timeline.