Industries · content
Non-profit (Donation, Volunteer signup) conversion rate benchmarks
Donation-driven sites (charity navigator, direct non-profit sites), volunteer-signup platforms. Donation CVR is the core metric. Recurring-donation conversion is the long-term value driver.
Business model
donor revenue, grants, merchandise
Typical ACV
average gift $50-200, major donor varies widely
Sales cycle
~7 days
Top traffic sources
organic-search, email, referral
Cited benchmarks (1)
Each row links to its source study. Click a metric to open the full benchmark page for Non-profit (Donation, Volunteer signup) with percentile bar and methodology.
| Metric | p25 | p50 | p75 | Source |
|---|---|---|---|---|
| Visitor-to-Lead Rate↑ (derived) | 1.0% | 2.0% | 4.5% | WordStream 2024 |
Notes on this vertical
Giving Tuesday and Dec 30-31 are CVR spike periods. Monthly-donor conversion rate (one-time donor → monthly donor) is the metric that compounds annual revenue.
Industry profile cited from M+R Benchmarks — Non-profit Digital Fundraising.