Hi.
We are living through a time of disruption and dislocation. Institutions are wobbling, the pace of change is accelerating, the gyre is getting pretty dang wide, and people and organizations are left scrambling to keep up.
For nonprofit fundraisers and organizers, sudden shifts in the tools we use to reach audiences add further chaos and uncertainty. A shrinking number of providers control our ability to reach supporters through email, SMS, and other channels. Social media platforms continue to proliferate, subject to the whims of billionaires. The rapid adoption of AI tools is transforming the most basic functions of web marketing, including advertising and search.
It can be scary, so many changes coming so fast. But the truth is, very few nonprofits exist with the purpose of maintaining the status quo. Change is what we do.
In order to move their causes forward, nonprofits must adapt and respond with creativity, tenacity, and courage. It also helps if, amid the churning chaos, we can find some bits of solid ground to stand on.
Here’s something solid, unshakeable: the commitment and passion of the people who work at nonprofits of every size, across every issue area, in the face of all adversity. Once again this year, we are honored to be joined by some of the smartest, bravest, most innovative nonprofit folks around. We are so grateful for the 180 M+R Benchmarks Study participants who contributed data and answered questions about how they are navigating this moment.
As you’re about to see, there were some big swings in the data over the past year. And yes, those swings are in part a reflection of the unprecedented nature of this moment and the tireless work of nonprofit staff. They also represent something else, something extraordinary: the response of millions of individual activists, donors, and everyday people.
The clicks, donations, actions, and other data points we track are profound acts of hope and empathy. They are demands for a healthier world, a kinder world, a gentler world. They are whispers of compassion, and they are shouts of defiance.
This is solid ground, too. Friends, neighbors, and strangers holding together, contributing what they can, building a future worth believing in.
We can’t help but feel inspired by these individual acts of engagement, from nonprofit staff and supporters alike. They are a reminder that for all the attention paid to those with the most power, true change in this world always comes down to people acting individually and collectively.
In that spirit, we are proud to share the 2026 M+R Benchmarks Study Zine — hands on, lovingly crafted, and personally meaningful to every one of us who worked on this project. Thank you for reading, and thanks again to the nonprofit staff who contributed data, answers, and inspiration.
The M+R Benchmarks Team
