Year-over-Year Online Giving
In step with our current digital revolution, the size of online gifts has continually increased each year, for the last few years. In 2018, online giving increased by 1.2% compared to 2017.1 While this represented slower growth compared to the double-digit rates seen in 2017, we should keep in mind that in 2018, a whopping 8.5% of all dollars fundraised came from online giving. This is the highest percentage to date, and we can only expect online as a proportion of all giving to increase in future years.
1 2019, Blackbaud Institute, 2018 Charitable Giving Report
For more information on this topic, please visit: Year-over-Year Overall Giving
Online Giving by Organization Size
Large nonprofits, with annual total fundraising more than $10 million, experienced a 0.5% decrease in year-over-year online giving; medium sized organizations with annual fundraising revenue between $1 to 10 million grew their online giving by 3.7%; and small nonprofits with less than $1 million in annual fundraising revenue declined by 0.7% year-over-year.
For more information on this topic, please visit: Overall Giving by Organization Size
Online Giving by Vertical
Akin to their performance in overall giving, Arts and Cultural organizations had the highest growth in online giving in 2018 according to the Charitable Giving Report, with a 5.5% increase compared to 2017. Additional sectors experiencing high growth included Public and Society Benefit, Healthcare, and Faith. It’s critical to look at these trends in context; since 2016, online giving has increased 17% in the United States. Many sectors are experiencing a return to normal giving levels followed by large spikes in giving from 2016 to 2017.
Online Giving by Month
In 2018, 24% of all online giving occurred on a mobile device. As we’ve known for several years now, the age of mobile giving is in full swing. Peak months for mobile transactions were July and August 2018, which accounted for 27% of all online donations. Converse to general trends, lows for mobile giving occurred in January and December, with 20% of online transactions occurring on mobile devices. These data points reinforce that mobile optimization is no longer a “nice to have” but a “need to have.” Mobile-friendly websites, email, and donations forms should work together seamlessly to maximize the supporter giving experience.
For more information on this topic, please visit: Website Optimization