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Online Giving Grew 35 Percent in 2010 and Accounted for 8 Percent of All Fundraising
Blackbaud

February, 2011

Blackbaud, Inc., 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.

 

Key findings from the Report, which can be downloaded at

www.blackbaud.com/bb/online/fundraising.aspx include:

 

>         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.

 

>         Donors continue to make significant gifts online

In 2010, 88% of organizations had at least one online gift of $1,000 or more. The median online gift of $1,000 or more was $1,250 and the largest amount given online in the analysis was $100,000. 41% of these significant gifts were exactly $1,000 and 6% were $5,000 gifts.

 

The Report is also the first of its kind to provide directions on how organizations can benchmark themselves against the Report data and guidance on how to improve performance based on benchmark results. “The intent of this Report is to provide data that is useful in helping each organization understand its online giving performance and to drive conversations and analyses among organizational leadership that uncover opportunities to improve online fundraising results,” said Allison Van Diest, Blackbaud Internet Solutions architect and co-author of the Report.

 

To download the 2010 Online Giving Report, visit www.blackbaud.com/bb/online/fundraising.aspx.

 

To stay up-to-date on the latest fundraising trends as reported by The Blackbaud Index, visit www.blackbaud.com/blackbaudindex where you can sign up for monthly email and text alerts.

 

About Blackbaud

Blackbaud is the leading global provider of software and services designed specifically for nonprofit organizations, enabling them to improve operational efficiency, build strong relationships, and raise more money to support their missions. Approximately 24,000 organizations — including The American Red Cross, Cancer Research UK, Earthjustice, International Fund for Animal Welfare, Lincoln Center, The Salvation Army, The Taft School, Tulsa Community Foundation, Ursinus College, the WGBH Educational Foundation, and Yale University — use one or more Blackbaud products and services for fundraising, constituent relationship management, financial management, website management, direct marketing, education administration, ticketing, business intelligence, prospect research, consulting, and analytics. Since 1981, Blackbaud’s sole focus and expertise has been partnering with nonprofits and providing them the solutions they need to make a difference in their local communities and worldwide. Headquartered in the United States, Blackbaud also has operations in Australia, Canada, Hong Kong, the Netherlands, and the United Kingdom. For more information, visit www.blackbaud.com.



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