Close Search
News  |  Fundraising

2009 Online Giving Trends

28 January 2010 at 1:02 pm
Lina Caneva
Online giving continues to rise, a new report reveals.

Lina Caneva | 28 January 2010 at 1:02 pm


2009 Online Giving Trends
28 January 2010 at 1:02 pm

While the response to the Haiti Earthquake with online and mobile donations is going through the roof, multinational NFP software provider Blackbaud has analysed the fast moving online giving trends across 2009.

Steve MacLaughlin, Director of Internet Solutions at Blackbaud says online giving continues to be a tremendous growth opportunity for Not for profits even those that have been doing it for several years.

Blackbaud analysed information from approximately 2,300 Not for Profit organisations using a combination of Blackbaud online fundraising, email marketing, and integrated CRM tools. 

Maclaughlin says the analysis represents the largest study of online giving trends in the nonprofit sector. 

He says an analysis of the past 36 months of online giving continues to show positive growth despite challenging economic conditions. Online revenue grew 46% in 2009 compared to 2008. The first three months of 2009 had a 60% year-over-year growth rate in online revenue. December and May were the two largest months for online giving.

46% of online revenue was processed in the final three months of 2009. December accounted for 30% of revenue and 18% of transaction volume in 2009. The average online gift in December 2009 was $244.17 and was a decrease of only 2% compared to December 2008. Online giving in December 2009 grew 32% compared to December 2008.

MacLaughlin says the analysis also looked at a subset of the same 1,703 NFPs in 2008 and 2009. 65% of these organisations had a positive increase in online revenue compared to 2008. These NFPs had a 21% year-over-year median growth rate in online revenue. Organisations that raised more than $1 million online in 2009 had a 35% year-over-year increase in revenue.

The average online gift in 2009 was $144.72. The represents a 5% decline from 2008, but remains significantly higher than other fundraising channels. 

Blackbaud continues to analyze trends with donors making significant online gifts in excess of $1,000. The research identified 1,798 organisations in the analysis with at least one online gift of $1,000 or more in 2009. This represented 77% of the organisations in the sample analysis. 36% of online gifts of at least $1,000 were within a gift range of $1,001 to $4,999. The median online gift amount for online donations of at least $1,000 was $3,500 in 2009. This was up from $2,500 in 2008.


2009 Online Giving Trends


Steve MacLaughlin says the response to the Haiti earthquake by online and mobile donors has been awe-inspiring and there is still a tremendous amount of giving taking place, but there are a few things worth noting already. 

He says the first few days following the Haiti earthquake saw online giving volumes three times higher than what was given during the last week of December 2009. That is typically the heaviest period of the entire year.

He says the Haiti earthquake, the economy, increasing technology adoption rates, and other factors will heavily influence online giving in 2010 and beyond.




Lina Caneva  |  Editor  |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years. She was the editor of Pro Bono Australia News from when it was founded in 2000 until 2018.

PB Careers
Get your biweekly dose of news, opinion and analysis to keep you up to date with what’s happening and why it matters for you, sent every Tuesday and Thursday morning.

Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers? Get in touch at or download our contributor guidelines.


Webinar Value Packs


Get more stories like this


Your email address will not be published. Required fields are marked *


Wasting our time – marginal seat voters have their say

David Crosbie

Thursday, 5th May 2022 at 8:31 am

ALP will streamline tangled fundraising laws in government

Jonathan Alley

Wednesday, 13th April 2022 at 3:04 pm

pba inverse logo
Subscribe Twitter Facebook