Year-over-Year Online Giving
According to the Charitable Giving Report, online giving increased by 9% in 2021.1 This was on top of significant growth in 2020, as well. Donors continue to show positive trends in terms of online giving and donations made on a mobile device.
This is further demonstrated by a broader view of giving over the last 36 months ending in December 2021, which revealed a 42% increase in online giving over the last three years. A longitudinal view of giving provides a more representative perspective of what is happening with charitable giving across the United States.
1 2022, Blackbaud Institute, 2021 Charitable Giving Report
For more information on this topic, please visit: Year-over-Year Overall Giving
Online Giving by Organization Size
Nonprofit organizations of all sizes had positive online giving growth in 2021 compared to 2020. Large organizations, with total annual fundraising of more than $10 million, had an increase of 9.8% in their online fundraising in 2019. Medium-sized nonprofits, with total annual fundraising between $1 million and $10 million, had an increase of 8.7% in their online fundraising. Small nonprofits, with total annual fundraising less than $1 million, grew their online fundraising 3.9% compared to 2020.
For more information on this topic, please visit: Overall Giving by Organization Size
Online Giving by Month
2021 showed a spike in online giving during the month of December, which captured 21% of all online donations. This underscores the significant amount of online giving organizations still drive through end-of-year campaigns. Ensure that your organization is equipped to take its end-of-year campaigns online and offline. You must convey a key message that resonates with supporters. Think about what you want to say and how to tweak it for each platform.
For more information on this topic, please visit: Overall Giving by Month
Online Giving by Subsector
According to the Charitable Giving Report, Public and Society Benefit organizations experienced the highest online giving growth in 2021 with a significant 28.3% increase in online giving. Alongside this subsector, Environment, Higher Education, K-12 Education, Arts and Culture, and International Affairs organizations also experienced at least 10% growth in online giving. Only Human Services subsector experienced a decrease in online giving by –5.9%. It is worth noting that the year-over-year decline for Human Services organizations should not be cause for alarm. These nonprofits grew online giving nearly 46% in 2020 and the difference between 2020 and 2021 was to be expected.
For more information on this topic, please visit: Overall Giving by Subsector
The Blackbaud Institute has measured the growth in online donations made on mobile devices for many years now. In 2021, an estimated 28% of online donations were made using mobile devices. This has grown steadily since 2014 when it was just 9% of online donations.
With the age of mobile giving in full swing, organizations must be equipped to process mobile transactions and readily optimize and test their platforms. Mobile-friendly websites, email, and donation forms should work together seamlessly to maximize the supporter’s giving experience.