Online giving grows

Led by small and medium-sized organizations, online giving grew 13 percent in 2011, excluding online giving to international charities, a new report says.

Including international giving, which surged in 2010 in the wake of the earthquake in Haiti, online giving in 2011 grew only 0.3 percent, down from 35 percent in 2010, says the 2011 Online Giving Report from Blackbaud.

Online giving as a share of total fundraising fell to 6.3 percent in 2011 from 7.6 percent a year earlier, a decline also attributed to the outpouring of online giving after the Haiti earthquake, says the report.

The report is based on 24 months of online giving data from 1,895 nonprofits, as well as online major-giving data from 2,387 nonprofits, and both online and offline data representing $5.1 billion in total fundraising from 1,560 nonprofits.

International giving was the only category of online giving that fell in 2011, with every other sector posting double-digit growth since 2009.

And except for international-affairs and public-society/benefit groups, online revenue as a share of total revenue grew.

Driving the growth in online giving was an increase in the number of big online gifts to nonprofits, with 87 percent of organizations receiving at least one online gift of $1,000 or more.

The median online gift of $1,000 or more totaled $1,200, the biggest amount given online in the data analyzed was $260,000, and 43 percent of donations of $1,000 or more ranged from $1,000 to $5,000.

End-of-year giving continued to account for most online donations, with 34.8 percent of online gifts made in October, November and December.

December alone accounted for 20.3 percent of all online giving.

Online fundraising for nonprofits with over $10 million in annual total fundraising grew 8.6 percent in 2011 from 2010, but fell 15.5 percent when international-affairs groups are included.

Online fundraising grew 13.1 percent for nonprofits with annual total fundraising between $1 million and $10 million, and 12.8 percent for nonprofits with annual total fundraising under $1 million.

Nonprofits with annual total fundraising between $1 million and $10 million accounted for over 40 percent of all online giving in 2011.

Leave a Reply

Please log in using one of these methods to post your comment: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: