How Things Work Differently for Clubs

Clubs should not compare their digital revenue to a charity’s donation figures without first examining the data. These two types of organizations process different types of payments: For clubs, membership dues and payments for events can be included in the analysis in addition to donations. The 2026 Digital Fundraising Study also highlights differences in transaction numbers, amounts, and seasonal trends.

A comparison can still be helpful. It just needs to start with the right question: Which figure am I looking at—and what payments are behind it? Once you clarify this, you can better assess your own progress and set more appropriate goals.

What distinguishes clubs from other organizations in the study?

The study examines four groups separately: clubs, charities, religious organizations, and political organizations. The basis for this classification is the Merchant Category Code (MCC), which an organization selected when registering with RaiseNow. An MCC is a category that payment providers use to classify the type of an organization or its activities.

The definition of the payments tracked is particularly important: In its analysis of donation counts, the study also includes digital transactions processed using RaiseNow tools . For clubs, these may include membership fees and event participation fees. Therefore, a club’s figure cannot automatically be interpreted as the number of voluntary donations.

How many digital transactions do the different types of organizations generate?

In 2025, charities in the study achieved the highest average number of digital transactions. Looking at the median complements this picture: It shows the middle value within each group and is less heavily influenced by individual organizations with a particularly high number of transactions.

Charities are well ahead in terms of the average. In terms of the median, however, clubs, with 269 transactions, outpace charities, which have 226. This is not a contradiction: The gap between the average and the median shows how strongly organizations with a particularly high number of transactions can skew a group’s average.

What’s different about digital fundraising for clubs?

A club can generate digital revenue through several channels: for example, through donations, membership dues, or payments for events. When these are considered together, the picture that emerges is different from that of an organization whose digital transactions consist primarily of donations.

Suppose a club records significantly more digital payments in a given month. This could be the result of a successful fundraising campaign. It could also be related to overdue membership dues or a well-attended event. Only by breaking down the transactions by payment purpose can we see what actually happened in terms of fundraising.

For your own analysis, it’s therefore worth answering at least three questions: How many voluntary donations were received? How many transactions were for membership dues or events? And how have these areas changed compared to the previous year? This makes it clear whether a change is dueto more donors, higher member participation, or some other factor.

This is also important for planning. If your organization easily accepts payments for an event, that’s a success for digital payment processing. However, when evaluating a donation campaign, you should still report this revenue separately.

How do the average amounts differ?

In addition to the number of transactions, the study examines the average amounts. Here, too, the four groups differ significantly in 2025:

Charities achieved the highest average amount in 2025, while clubs had the lowest of the four groups. This does not mean that clubs are less effective at engaging their supporters. The transactions and payment purposes recorded differ. Furthermore, an average can be influenced by individual larger payments.

Trends within a group are also revealing. According to the study, the average amount for political organizations rose from CHF 41 in 2024 to CHF 42 in 2025, while the average number of transactions fell from 717 to 668. For charities, on the other hand, the average number of transactions rose from 1,312 to 1,625, while the average amount fell from CHF 66 to CHF 57.

So more transactions do not automatically mean higher amounts per payment. When evaluating your numbers, consider the number of transactions, the amount per transaction, and the total volume together. For clubs, there’s also the distinction between donations and other payments.

Do all organizations have the same peak fundraising months?

No. The study’s seasonal analysis reveals different patterns. For charities ,Decemberaccounted for 18.23% of their annual digital volumein 2025 . Religious organizations reached their highest monthly share in March at 17.99%, around the time of Ramadan. For clubs, June ( 10.62%) and August ( 11.10% ) , among others, were stronger than December ( 6.19%).

These percentages refer to the annual digital volume of the respective group. When comparing clubs, the same principle applies: A stronger month may be influenced by events or membership payments. The study cites events as a possible explanation for the stronger summer months; the cause cannot be determined from the monthly figures alone.

This presents a concrete task for planning: Compare your own monthly figures with your organization’s calendar. Highlight fundraising campaigns, religious observances, membership dues, and events. Then you can examine which patterns recur and which months stand out solely because of a single event.

You can find the seasonal data and its analysis in the corresponding chapter of the 2026 Fundraising Study.

How can you make a fair comparison for your organization?

A good benchmark compares similar payments over the same time period and takes into account the type and size of the organization. A single average value rarely meets these conditions.

Start with your own basis for comparison. Separate donations from membership dues and event payments, if applicable to your organization. Then compare the same months or campaign periods across multiple years. Note any changes that may have influenced the figures—such as a new payment method, a larger event, or an additional fundraising appeal.

Only then is it worth looking at external figures. The median can offer you a different perspective than the average. At the same time, the median remains a reference point for a group of organizations, not a target value for your individual organization.

Here’s a practical example: Your organization is receiving more digital payments this year than last year. After breaking down the payment purposes, you notice that event registrations, in particular, have increased, while the number of donations has remained similar. The result is still relevant—but it describes progress in event revenue, not necessarily in fundraising. For your next fundraising campaign, you can now set your own goal and define an appropriate evaluation metric.

If you’d like to delve deeper into planning, you’ll find further suggestions for a fundraising strategy at RaiseNow. Fundraising studies from previous years are also available for comparing trends over time .

Frequently Asked Questions: How to Properly Interpret Fundraising Figures from Clubs and Charities

Why can’t clubs and charities be compared directly?

For clubs, the analyzed digital transactions may include not only donations but also membership dues and event payments. There are also differences in size and funding models. Therefore, only compare metrics where you know which payment types they encompass.

Do charities have more digital transactions than clubs?

On average, according to the 2025 study analysis, yes: Charities recorded 1,625 digital transactions, while clubs recorded 550. However, the median for clubs (269) was higher than that for charities (226). Both metrics answer different questions and should be interpreted together.

What is the difference between the average and the median?

The average divides the sum of all values by their number and can be significantly skewed upward by a few very high values. The median is the middle value in a sorted group. For the 2025 transaction figures of charities, the average (1,625) and the median (226) are far apart.

What is the average digital donation amount for clubs?

The 2026 Fundraising Study reports an average amount of CHF 17.50 for clubs in 2025. When interpreting this figure, it is important to note that digital transactions by clubs may also include membership dues or event payments. This figure is therefore not a universally applicable benchmark for the amount of a voluntary donation to a club.

Which months are particularly strong for clubs?

In the 2025 study analysis , 10.62% ofclubs’ annual digital transaction volumeoccurred in June and 11.10% in August. December accounted for 6.19%. Clubs must examine the specific payments behind these monthly figures for their own analysis.

Why is December more important for charities than for clubs?

In the 2025 analysis, charities generated 18.23% of their annual digital volume in December , while clubs generated 6.19%. The study thus reveals different seasonal patterns. It does not prove that December is unimportant for every club or that every charity achieves its greatest campaign success during that month.

What should organizations measure first?

First, separate donations, membership dues, and event payments. Then, for each category, examine the number of transactions, the amounts, and trends over comparable time periods. This will give you a more reliable basis than a single overall figure.