Online Giving Growth Continues

By Steven R. MacLaughlin of member firm Blackbaud, Inc.

A new report looking at online giving trends shows continued growth trends. The 2010 Online Giving Report combines findings from The Blackbaud Index of Online Giving with additional multi-year giving data to provide the most comprehensive analysis of online giving trends in the nonprofit sector.

The 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.

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. This growth was heavily influenced by online giving toward Haiti earthquake relief efforts.

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.

Online major giving also continues to increase. In 2010, 88% of organizations had at least one online gift of $1,000 or more. This was up from 77% in 2009. 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.

Blackbaud used data over the past year to examine the percentage of total fundraising that came from online giving. Almost 8% of all giving now happens online. Large organizations lead the way with 7.7%, followed by medium sized nonprofits with 7.6%, and smaller organizations with 7.5%. The International Affairs and Health Care sectors now have more than 10% of their total fundraising from online giving.

The complete 2010 Online Giving Report can be found at: http://www.blackbaud.com/onlinefundraising

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