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.
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.