Year-over-Year Online Giving
According to the Charitable Giving Report, online giving increased by 20.7% in 2020.1 This growth rate harkens back to the early days of online giving, but they are much more significant now that the medium has matured. Online giving grew in size, gift amounts, retention rates, and the overall percentage of giving in 2020.
This is further demonstrated by a broader view of giving over the last 36 months ending in December 2020, which revealed a 32.4% 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 2021, Blackbaud Institute, 2020 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 2020 compared to 2019. Large organizations, with total annual fundraising of more than $10 million, had an increase of 15.0% in their online fundraising in 2019. Medium-sized nonprofits, with total annual fundraising between $1 million and $10 million, had an increase of 24.9% in their online fundraising. Small nonprofits, with total annual fundraising less than $1 million, grew their online fundraising 22.3% compared to 2019.
For more information on this topic, please visit: Overall Giving by Organization Size
Online Giving by Month
2020 showed a spike in online giving during the month of December, which captured 24.1% 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, Human Services organizations experienced the highest online giving growth in 2019 with a significant, 45.8% increase in online giving. Alongside this subsector, Animal Welfare, Environment, Faith-Based, Healthcare, and Higher Education organizations also experienced double digit growth in online giving. Only the Medical Research subsector experienced a decrease in online giving in 2020 compared to 2019.
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 2020, 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.