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BENCHMARK 2020: Key Learnings from our Annual Digital Fundraising Benchmark


For the last 3 years, at iRaiser, we have published an annual benchmark on digital fundraising. This unique study, based on the funds raised by clients on iRaiser solutions across Europe, will enable you to evaluate your organisation in relation to major market indicators. So for those of you who were not able to participate in our webinar on March 11th, here is a summary of the main findings of this new edition.


Download & read the full benchmark below!

First of all, let’s take a look at the new elements of the 2020 benchmark:

  • This year, we are able to report the main fundraising figures not only for France but also for Belgium, Italy and the Nordic countries, where we have been present for 2 years now.
  • As far as France is concerned, in order to provide the most representative picture of the market as possible, we have extended the panel of associations that allows us to compare the year 2019 to the year 2020 to 160 associations.
  • For this year’s edition we are also able to provide trends on regular and peer-to-peer donations.


In 2020, 350 million euros were collected worldwide with iRaiser applications:

enough to be able to present particularly comprehensive figures!





In France, if we compare funds raised online between 2019 and 2020 of those customers active since January 1st 2019 without interruptions, we see an increase of 62%. This is an impressive figure, probably due to the Covid-19 crisis and the surge in fundraising from the social sector throughout the year.

Excluding these major players in the social sector, growth in fundraising is reduced to 26%, a figure that is almost double the growth seen in previous years! 

It is therefore undeniable to say that digital collection has been greatly boosted in 2020: as for whether this is a shift in donations from paper to the web or a natural growth of the market driven by boomers, who are accustomed to the digital channel and who are donating more and more, only a base-by-base study could tell us.



In Belgium, most digital donations are made at the end of the year: 62% of donations are collected in the last quarter and there is also a small peak in March and April.

The average online donation is 83 euros: it is the international solidarity sector that benefits from the largest average donation with 126 euros followed by the social welfare sector with 91 euros.




In Italy, the distribution of donations is more harmonious throughout the year, with only 45% of donations made in the last quarter. In 2020, more than 30% of the donations were made in March and April, during the period of the first lockdown.

The average digital donation in Italy is 56 euros.



Finally, as far as the Nordic countries are concerned, in our benchmark we only reveal indicators concerning Peer-to-Peer fundraising. As a reminder, iRaiser acquired a company specialized in Peer-to-Peer applications at the end of 2018 and our panel on this type of users remains to this day much larger than that of the payment app users.

As you may know Peer-to-Peer fundraising, as in all countries, has been affected by the Covid pandemic with many events being cancelled. However, we have officially launched our new P2P platform in this region, which we are confident will help improve conversion rates and boost fundraising. With people spending even more time online due to lockdowns, there are countless of new opportunities to get creative, host virtual P2P initiatives, and reach a broader network of supporters.

In order to know the complete scope of digital fundraising indicators to help you assess the progress of your own organisation’s digital fundraising, you can download the entire benchmark by filling the form below.