Online giving grows in America

Online giving has continued to rise in the US according to The Blackbaud Online Giving Report. In 2011 it was up 13% on a year-over-year basis when large International Affairs organisations are removed from the analysis. Large organisations grew by 8.6%, medium organisations grew 13.1% and smaller not-for-profits grew 12.8% compared to the same time period in 2010.

International affairs was the only sector not to experience positive online giving growth in 2011, down 55%; largely due to the huge amount of online giving to international development organisations in 2010, particularly in response to the Haiti earthquake.

End-of-year giving continues to account for most of all online donations. 34.8% of online giving happened in October, November, and December of 2011. Interestingly, online donors continue to give in more significant amounts. In 2011, 87% of organizations had at least one online gift of $1,000 or more. The median online gift of $1,000 or more was $1,200 and the largest amount given online in the analysis was $260,000, while 43% of these donations were between $1,000 and $5,000.
However, the percentage of total fundraising that comes from online giving decreased to 6.3% (based on a sample of 1,560 not-for-profits with total funds raised of $5.1 billion), although this was directly related to the drop in online giving to International Affairs organisations in 2011 compared to 2010.
You can download the full report for free here.

Categories: Digital Resources, Individual Giving Resources

Resource Type: Blog

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