The ROI of GivingTuesday:

The ROI of GivingTuesday 2025 reveals how data-driven nonprofits significantly outperformed the sector by investing strategically across paid media, audience growth, and real-time optimization.

Moore digital clients raised 19% more revenue on GivingTuesday, outpacing the sector’s overall 13% growth, while increasing the number of gifts by 24%—proving that scale and efficiency can grow together.

This report breaks down performance by channel—paid media, email, social, search, texting, and programmatic—showing where investment delivered the strongest returns and where future growth remains untapped. Backed by real campaign data and year-over-year comparisons, the findings demonstrate that smarter targeting, earlier activation, and audience development drive measurable ROI not just on GivingTuesday, but across the full fundraising calendar.