The Impact Insight:
Nonprofit Fundraising
and Donor Generosity
Nonprofits rely on a steady stream of new and recurring
donors to continue delivering the critical services, research, and
advocacy they provide all around the world. But today’s tight
macroeconomic climate is challenging fundraising teams to get
creative about where they find the donors they need.
To find out more about the fundraising challenges facing
organizations — and the opportunities available to them —
LinkedIn for Nonprofits surveyed global nonprofit professionals,
LinkedIn members, and average internet users.
Let’s explore the results ↓
Pressure to find new donors is mounting
Nonprofit C-suite
On average, surveyed nonprofit professionals would like to see their leaders are
number of donors increase by 39% this year. particularly
concerned
But many are not optimistic, with 59% saying that growing their donor
base will be difficult. Interestingly, respondents from Brazil (69%)
about finding
are most likely to say that growing their donor base will be difficult, new donors.
followed by those from the UK (68%), France (67%), and Canada (66%).
Nonprofit professionals are worried they have maxed Although identifying new donors
out options to find new donors is a looming challenge, 64% of surveyed
nonprofit professionals agree that the
% of respondents who agree they have maxed out their options people they want to connect with
to raise money for their organization
UK Germany are on LinkedIn. In fact:
Canada 54% 47% France
43% 45%
of surveyed nonprofit
professionals say they
63% have successfully used
LinkedIn to connect with
a potential donor.
U.S. Many fundraising teams use LinkedIn
46%
Sales Navigator to tap into the 930
million member-strong LinkedIn network,
Brazil identify high-potential prospects, and
81% India establish a connection in a trusted,
Singapore Australia
75% 80% 49% professional environment.
Attitudes toward fundraising challenges among global nonprofit professionals
% of survey respondents who agree
LinkedIn members Average internet users
The pressure to find new
71%
donors has increased in the
current economic climate 56%
I am concerned that we will 89%
not hit our organization’s
fundraising goals for 2023 78%
The pandemic poses lingering challenges for nonprofits
Nonprofits around the world faced unprecedented
fundraising, talent, and operational challenges during the
COVID-19 pandemic — and many organizations are still
nativating those same challenges today.
Fundraising issues are top of mind, with 52% of surveyed
nonprofit professionals that faced pre-pandemic
fundraising concerns citing reduced donations as a top
lingering impact of COVID-19. This group of respondents
also noted that finding new donors is a major fundraising
concern they have grappled with both before the pandemic
(43%) and now (51%).
Top continued impacts from COVID-19 pandemic
% of surveyed nonprofit professionals that also faced pre-pandemic
fundraising challenges who agree
Reduced donations 52%
Donors having reduced 46%
funds/budgets
Employee turnover 35%
Nonprofits can leverage LinkedIn to connect with donors and
decision-makers
Luckily, many professionals on LinkedIn remain committed to financially supporting the causes they care
about. In fact, LinkedIn members are more likely than the average internet user to donate to nonprofit
organizations (87% vs. 75%) — and when they donate, they donate more. And nonprofit fundraisers can reach
more than just individual donors on LinkedIn.
Almost three quarters (74%) of nonprofit
professionals surveyed agree they want to find
more corporate donors but struggle to identify
the right person to reach out to. Discounted
fundraising solutions from LinkedIn can make
it easier to identify the right decision makers —
and get your nonprofit on their radar.
of surveyed global nonprofit
professionals agree that
67% LinkedIn is a valuable tool
for fundraising.
Even small, scrappy teams can tap into
the power of LinkedIn for fundraising,
with Sales Navigator Core designed
for small-to-midsize organizations.
Donation attitudes and habits of global internet users
% of respondents who agree
LinkedIn members Average internet users
I expect to donate more than £150 34%
to nonprofits in the next 12 months 26%
I have donated more than £150 38%
to nonprofits in the last 12 months 29%
About the Impact Insight
The Impact Insight dives into top issues facing the global nonprofit community, as informed by 2023 LinkedIn for
Nonprofits survey data. To discover and inform these insights, LinkedIn for Nonprofits conducted two surveys in the
U.S., Canada, UK, France, Germany, Brazil, Singapore, Australia, and India. The first survey sampled 5,073 nonprofit
professionals and the second sampled 2,636 LinkedIn members and 2,636 non-members. Be sure to check out the
first edition of the Impact Insight, which focuses on trends in nonprofit hiring, volunteerism, and board participation.
