Online Giving Up - US Report
24 February 2011 at 2:43 pm
Online giving grew by 35 percent in the US in 2010 and accounted for 8 percent of all fundraising, according to the latest Blackbaud Report.
While Haiti disaster-related fundraising significantly impacted online giving in the first quarter, the report says end of year giving still represented 31 percent of total online giving in 2010.
International software provider, Blackbaud released the 2010 Online Giving Report reviewing online giving trends in the Not for Profit sector.
Steve MacLaughlin, Blackbaud’s director of Internet solutions says 2010 saw the continued growth in the importance of online fundraising for Not for Profit organisations.
He says a recovering global economy, online response for disaster relief, peer-to-peer fundraising, and the role of social media in the Not for Profit sector all shaped 2010.
The 2010 Online Giving Report includes 24 months of online giving data from 1,812 NFP organisations from The Blackbaud Index of Online Giving, online major giving data from 2,190 NFPs and both online and offline data representing $5.1 billion in total fundraising from 1,438 NFPs.
Key findings from the Report include:
- Not for Profits 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 organisations. Smaller NFPs grew by 22% and medium organisations grew by 15.9% compared to the same time period in 2009.
- Online giving accounts for 7.6% of all total fundraising
Large organisations 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 organisations 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.
To download the 2010 Online Giving Report, visit www.blackbaud.com/bb/online/fundraising.aspx.