Online Giving Grows in 2011

Blackbaud recently released its 2011 Online Giving report today. The 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 1,895 nonprofit organizations, online major giving data from 2,397 nonprofits, and both online and offline data representing $5.1 billion in total fundraising from 1,560 nonprofits.

Here are some key findings in the 2011 Online Giving Report:

  • Online giving was up 13% on a year-over-year basis when large International Affairs organizations are removed from the analysis.
  • 54% of the organizations in the analysis experienced results at or above this growth rate.
  • Large organizations grew by 8.6% and medium organizations grew 13.1% in 2011. Smaller nonprofits grew 12.8% compared to the same time period in 2010.
  • When large International Affairs organizations are included in the analysis the growth rate drops to 0.3%.
  • The Japanese earthquake and tsunami in March 2011 had no significant effect on the overall online giving trends.
  • 34.8% of online giving happened in October, November, and December of 2011.
  • 87% of organizations had at least one online gift of $1,000 or more.
  • The percentage of total fundraising that comes from online giving decreased to 6.3%.
  • Every nonprofit sector in the analysis has had double-digit online fundraising growth since 2009.

2011 did not have the 35% year-over-year growth rate in online giving that happened in 2010. Does that mean online fundraising is losing its mojo? No. Keep in mind that every sector in the analysis has had double-digit growth since 2009. And even with a significant drop in online giving to International Affairs groups in 2011, they are still up over 75% since 2009. Healthcare organizations have the smallest growth rate over the past two years at 13%.

Online fundraising is already a substantial part of overall fundraising revenue for this sector – healthcare organizations raise a higher percentage of their total fundraising online than any other sector. As with all large numbers, the bigger the overall percentage gets, the slower it tends to grow.

Lots more data, trends, and analysis in the complete report. You can download the 2011 Online Giving Report at www.blackbaud.com/onlinefundraising

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