Online Giving Statistics
Network for Good's Online Giving Index
Network for Good, the tool that powers donations to the charities rated by Charity Navigator, has a unique perspective on the experience and behaviors of charitable giving across several distinct channels including: individual charity websites, charity portals and social giving (peer-to-peer) websites. They released a report, The Online giving Study, in 2010 that examined $381 million in online giving through Network for Good’s service (giving that took place on sites that do not use the Network for Good or that were made offline are not included), including 3.6 million gifts to 66,470 different nonprofits from 2003-2009.
- Online giving happens largely between 9 a.m. and 5 p.m. on weekdays. People give during work hours. There’s even a drop in giving during the noon hour.
- Giving on social networks is significant, but donor loyalty is highest on charity websites that build strong connections with donors.
- Online giving spikes during the month of December and large-scale disasters. During disasters, donors are more likely to consider new giving options, while in December, they’re more likely to give based on relationships with the charities.
- A third of all online giving occurs in December, and 22% of annual giving happens in the last two days of the year.
- Online giving (by dollars) on December 31 is concentrated between 10 a.m. and 6 p.m. in each time zone.
Network for Good's 2011 study included data on $138 million in donations to more than 40,000 charities. Highlights include:
- Online giving via Network for Good was up 17% from 2010 to 2011.
- In 2011, over 10% of annual donation dollars came in on the last three days of the year.
- In December 2011, about 13% more donation dollars were contributed to charities through Network for Good compared to December 2010.
Network for Good's most recent study includes data from Q2 2012. Highlights from this update:
- Overall giving increased for Q2 2012, compared to the same period in 2011.
- Charity Websites with branded donation pages achieved 7x more donation dollars, on average, than sites with generic donation pages.
The Chronicle of Philanthropy
The Chronicle of Philanthropy aslo conducts annual studies about online giving.
Highlights from the most recent study (which reflects 2010 onling giving) include:
- The 140 charities that provided data for 2010 and 2009 raised $1.35-billion online, an increase of 52% from the $887-million those groups raised online in 2009.
- Much of the increase ($148 million) was attributed to giving in response to the Haiti earthquake (January 2010). When Haiti gifts are excluded, the total raised online in 2010 was 34% higher than the 2009.
- Online donations grew by 5% in 2009, which is far slower than the 28% median growth rate in 2008 and the 42%median growth in 2007.
- A detailed breakdown by charity for the 2010 data can be accessed here.
The Blackbaud Index of Online Giving
Blackbaud's index covers the online giving trends of nearly 2,000 nonprofit organizations representing $425 million in yearly online giving. The Index is based on actual revenue statistics from nonprofit organizations of all sizes and a variety of missions.
Highlights from their more recent index includes:
More reports, such as how online varries by the size of the charity and by the mission of the charity, can be found on the Blackbaud site here.