Online giving on the rise, report shows » Charity Digital News

Online giving on the rise, report shows

Online giving rose by 2.2% in 2016, while overall UK giving climbed by 2.8%, according to the latest Blackbaud Charitable Giving Report.

The report investigates overall, mobile and online giving trends from more than $23 billion of total fundraising revenue, using data from 6,845 not-for-profit organisations in the US, Canada, and the UK. In the UK specifically, the data is compiled from 342 organisations accounting for over $675,000 in charitable giving.

The key findings from Blackbaud’s Charitable Giving Report include:

  • Overall giving grew approximately 1.0% in 2016
  • Online giving grew 7.9% in 2016 compared to 2015
  • Online donations were 7.2% of all fundraising in 2016
  • #GivingTuesday online donations were up 20% in 2016
  • Nearly 17% of online donations were made on a mobile device in 2016

 

Online giving

Focusing on online giving, Blackbaud found that, overall, 10% of online gifts were for $1,000 or more and 41% of nonprofits received at least one donation of this size last year. The report also found that 89% of significant donations (those over $1,000) were between $1,000 and $4,999. 3% of significant donations were $10,000 or more while the largest online donation in this group was $100,000.

December was the most popular time for giving – 21.8% of overall online giving happened during the month, followed by November at 9.7%, and September at 8.4%.

The charity organisations in the report are classified by size and sub-sector based on NTEE code. According to the report, overall giving to K-12 education and arts & culture sectors grew the most in 2016, and the healthcare sector experienced the largest decrease in year-on-year fundraising with a 4.5% drop.

In 2016, overall giving to large organisations grew by 1.0%, medium organisations increased 1.7% and small non-profits experienced flat growth while online giving to large organisations grew by 6.3%, medium organisations grew 11.4% and small nonprofits grew 8.1%, on a year-over-year basis.

To view more charitable giving trends, download the report at www.blackbaud.com/charitablegiving.

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