The data you need to pull in January

Your year-end data has an expiration date.

Not literally — the numbers will still be there in March. But the context won't. The memory of what you tested fades fast.

We're about to close the books on another December. 

In Q1, the sector-wide reports will start rolling in, giving you a picture of how nonprofits did.

But the most valuable data is in your donors, your messages, and your results. That's what should shape your 2026 strategy. The question is whether you'll pull it while it's still fresh.

The trends to watch for in your own numbers
That Giving Tuesday pattern — revenue up, donor counts flat — isn't new. 

The Fundraising Effectiveness Project's Q4 2024 report found total dollars raised up 3.5%, but donor counts down 4.5% — with small donors ($1-$100) declining fastest at 8.8%.

If your Giving Tuesday and year-end numbers follow this pattern, your 2026 plan needs a real answer for grassroots donor acquisition — not just bigger asks to a shrinking file.

More emails, less money
M+R's 2025 Benchmarks found that nonprofits sent 9% more emails in 2024 than the year before. Email revenue dropped 11%.

The organizations breaking through are investing in sharper creative and real storytelling — not just more sends.

Pull your email performance data from this month. Which messages actually drove revenue? Odds are, your best performers had something to say beyond "deadline tomorrow."

Monthly giving is still the bright spot
M+R’s 2025 Benchmarks also found that monthly giving revenue grew 5% in 2024 while one-time revenue stayed flat. Recurring gifts now account for 31% of all online revenue.

And yet most organizations still treat year-end as a one-time gift play.

Your December data will show you who's ready to convert: donors who gave more than once this quarter, people who clicked a sustainer ask but didn't complete it, and anyone who upgraded from a previous year. 

That's your Q1 monthly giving prospect list. Build it now.

The data to pull before it goes stale
Once the calendar flips, EOY data has a shelf life. Here's what to pull in the first two weeks of January:

Giving Tuesday vs. December 31 performance. Did the same donors show up for both? Or two distinct groups? MissionWired's 2024 analysis found this correlation broke down last year. Segment accordingly.

Donor count by gift size, year over year. Are you gaining or losing small donors? This tells you if your file is healthy or hollowing out.

Email performance by send. Top 5 and bottom 5 by revenue. What made the difference?

Monthly giving conversion signals. Who's ready to upgrade? Flag them now while the data is fresh.

What to do about it
Block time in early January for a real debrief. Not a quick glance at toplines — an actual analysis session with your team.

Compare your results to sector benchmarks. M+R, the Fundraising Effectiveness Project, and Neon One all regularly publish benchmark data you can measure against.

Build your 2026 EOY calendar in Q1. The organizations that win in December start planning in January.

Document what you want to test next year. Write it down before you forget why.

The bottom line
Giving Tuesday 2025 confirmed what we've been seeing: revenue can grow even as donor counts stall. But that's not a sustainable trend to ride out indefinitely.

The rest of your December data is about to tell you exactly where you stand — and what to do about it. Mine it before it goes cold, and let it shape a smarter 2026.

Check our events list for more or reply to this email to submit one for consideration.

'Til next time!
Sara

P.S. If you need help analyzing your year-end data, shoot us a note. We may be able to connect you with the right consultant.