Online Giving Grew 35 Percent in 2010
Blackbaud, Inc. has announced the release of its 2010 Online Giving Report, which provides the most comprehensive review of online giving trends currently available in the nonprofit sector.
The 2010 Online Giving Report includes 24 months of online giving data from 1,812 nonprofit organizations from The Blackbaud Index of Online Giving, online major giving data from 2,190 nonprofits, and both online and offline data representing $5.1 billion in total fundraising from 1,438 nonprofits.
Key findings from the Report, which can be downloaded include:
Nonprofits of all sizes continue to see growth in online giving
Year-over-year online fundraising grew 34.5% in 2010. This was led by 55.6% growth by large organizations. Smaller nonprofits grew by 22% and medium organizations grew by 15.9% compared to the same time period in 2009.
Online giving accounts for 7.6% of all total fundraising
Large organizations went from raising the lowest percentage of total fundraising online at 5.1% in 2009 to the highest percentage at 7.7% in 2010. The International Affairs and Health Care sectors now have more than 10% of their total fundraising from online giving.
Haiti-related online giving shaped 2010 giving trends
January 2010 had the largest percentage of online giving for the entire year. 18.4% of online giving took place in January compared to 18.3% in December 2010. This change can almost single handedly be attributed to giving to Haiti relief efforts. International Affairs organizations had their online giving grow 130.8% compared to 2009.
Year-end giving still accounts for the largest percentage of online donations
October, November, and December of 2010 represented 31.3% of total online giving during the year. All sectors in the analysis, with the exception of International Affairs, had their largest online giving month of the year in December.
Donors continue to make significant gifts online
In 2010, 88% of organizations had at least one online gift of $1,000 or more. The median online gift of $1,000 or more was $1,250 and the largest amount given online in the analysis was $100,000. 41% of these significant gifts were exactly $1,000 and 6% were $5,000 gifts.
The Report is also the first of its kind to provide directions on how organizations can benchmark themselves against the Report data and guidance on how to improve performance based on benchmark results. “The intent of this Report is to provide data that is useful in helping each organization understand its online giving performance and to drive conversations and analyses among organizational leadership that uncover opportunities to improve online fundraising results,” said Allison Van Diest, Blackbaud Internet Solutions architect and co-author of the Report.