Online Giving: A Larger Piece of the Fundraising Pie
Online giving is also showing its ability to attract larger gift amounts. Donors continue to make significant gifts online. In 2010, 88 percent of organizations had at least one online gift of $1,000 or more. The largest gifts online in the analysis were several $100,000 donations. The median online gift of $1,000 or more was $1,250, which is slightly lower than in previous years; 41 percent of these significant gifts were exactly $1,000, and 6 percent were $5,000 gifts.
Another important trend is the overall growth of online giving as a percentage of a nonprofit's total fundraising. This data is especially valuable because it allows nonprofits to benchmark online giving against peer organizations within each sector. Analysis of 1,438 nonprofits with total funds raised of $5.1 billion shows that 7.6 percent of total fundraising comes from online giving. Large organizations now lead the way with 7.7 percent, followed by medium-sized nonprofits with 7.6 percent and smaller organizations with 7.5 percent. The international affairs and health care sectors now have more than 10 percent of their total fundraising from online giving.
Nonprofit organizations can now use research like this to help benchmark themselves against peers. These types of metrics can be invaluable tools to gauge performance. Online giving continues to lead the changing nature of fundraising with social and mobile channels now emerging as well. Thankfully there is useful information that is actionable for all nonprofits.