Q3 2026 Digital Fundraising Report

Two years of Google Ads data show which campaigns performed better in Q3, which struggled, and what nonprofits should consider heading into year-end fundraising.

Google Search Improved in Q3, but PMax Continued to Struggle

After a slower Q2, nonprofits saw better results from Brand Search in Q3. For every dollar spent, Brand Search generated nearly twice as much donation revenue as the previous quarter. PMax, on the other hand, brought in more donations than any other campaign type but delivered lower returns.

This report looks at Google Ads performance from Q4 2024 through Q3 2026, comparing results across Brand, Non-Brand and PMax, with a first look at Demand Gen.

Three insights from this issue:

Brand Search performed much better. RoAS increased from 1.46x to 2.90x, showing stronger returns from people already searching for an organization.
PMax brought in donations, but at a lower return. RoAS dropped from 1.16x to 0.80x, showing why the number of donations isn’t the only metric nonprofits should watch.
Reaching new audiences is still important. Non-Brand Search held steady at 0.66x. While it costs more per donation, it helps nonprofits reach people who may not already know them.

Download the full Q3 2026 report for eight quarters of Google Ads benchmarks, a breakdown of campaign performance, and forecasts to guide the rest of Q4.

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Delve Deeper into Digital Fundraising is written for nonprofit leaders navigating a changing donor landscape.

Written by Delve Deeper team members in the thick of the work, the newsletter explores practical solutions for challenges like disconnected data, weak segmentation, lack of personalization, and inefficient media.