Online Giving Grew 35 Percent in 2010 and Accounted for 8 Percent of All Fundraising
Charleston, S.C. (Feb. 15, 2011) — Blackbaud Inc., (Nasdaq: BLKB) today announced the release of its 2010 Online Giving Report, which provides the most comprehensive review of online giving trends currently available in the nonprofit sector.
“2010 saw the continued growth in the importance of online fundraising for nonprofit organizations,” said Steve MacLaughlin, Blackbaud’s director of Internet solutions. “A recovering global economy, online response for disaster relief, peer-to-peer fundraising, and the role of social media in the nonprofit sector all shaped 2010.”
The 2010 Online Giving Report includes 24 months of online giving data from 1,812 nonprofit organizations from The Blackbaud Index of Online Giving, online major giving data from 2,190 nonprofits, and both online and offline data representing $5.1 billion in total fundraising from 1,438 nonprofits.
Nonprofits of all sizes continue to see growth in online giving
Year-over-year online fundraising grew 34.5% in 2010. This was led by 55.6% growth by large organizations. Smaller nonprofits grew by 22% and medium organizations grew by 15.9% compared to the same time period in 2009.
Online giving accounts for 7.6% of all total fundraising
Large organizations went from raising the lowest percentage of total fundraising online at 5.1% in 2009 to the highest percentage at 7.7% in 2010. The International Affairs and Health Care sectors now have more than 10% of their total fundraising from online giving.
Haiti-related online giving shaped 2010 giving trends
January 2010 had the largest percentage of online giving for the entire year. 18.4% of online giving took place in January compared to 18.3% in December 2010. This change can almost single handedly be attributed to giving to Haiti relief efforts. International Affairs organizations had their online giving grow 130.8% compared to 2009.
Year-end giving still accounts for the largest percentage of online donations
October, November, and December of 2010 represented 31.3% of total online giving during the year. All sectors in the analysis, with the exception of International Affairs, had their largest online giving month of the year in December.