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Online Giving Statistics

 
 

M+R Benchmark Study
The M+R 2018 Benchmark Study provides data regarding online fundraising, advocacy, and list building. This year, the M+R Benchmark Study analyzed the data of 154 nonprofits, producing a wide-ranging assortment of online nonprofit metrics.
Highlights include:  

  • Online giving increased 23% in 2017, after 15% growth in 2016.
  • Website traffic for nonprofit websites declined 1.4% from the year prior.
  • 40% of website traffic for nonprofits came from mobile users.
  • Monthly online giving grew 40% from the previous year.
  • One time online giving grew 19% from the previous year.

 

The Blackbaud Index of Online Giving
Blackbaud's index covers the online giving trends of over 5,709 nonprofit organizations representing $3.1 billion in yearly online giving. The Index is based on actual revenue statistics from nonprofit organizations of all sizes and a variety of missions. 

More reports, such as how online varies by the size of the charity and by the mission of the charity, can be found on the Blackbaud site here.

The Digital Giving Index
The Digital Giving Index, produced annually by Network for Good, looks to charity websites, charity portals, and social giving (peer-to-peer) websites to analyze online giving trends. The 2014 Index Good examined the $233 million in online donations to 45,000 nonprofits that was processed entirely by Network for Good.
Highlights include:  

  • Overall giving rose 3% from prior year.
  • 31% of annual giving occurred in the month of December. 
  • 12% of annual giving occurs on the last 3 days of the year.
  • Donations made on "Giving Tuesday" rose 148% from 2013.

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