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Statistics Journal: Online giving in 2009

By Justin Long ⋅ December 4, 2009 ⋅  Email This Post ⋅  Print This Post ⋅ Post a comment

Online giving by major donors
The Chronicle of Philanthropy released a study of 3,500 donors in March 2009 which found:
4 out of 5 donors have made a gift online
A little over half preferred to use the Internet for donations
46% expect to make a greater share of their charitable gifts via the Internet in the future
60% felt charities sent too many email messages
82% did not want a charity to send them an email about a different organization
92% wanted end-of-year receipts electronically
83% wanted electronic updates on the charity’s finances & spending
75% found emails explaining how to make online donations helpful
81% found emails with an urgent tone a “turn-off”
43% (only!) found their charity’s message well-written and useful
Source: Statistics on wealthy donors’ online giving, Christian Foundation Grants

Online giving: a survey of Blackbaud’s 2,000 users
Blackbaud shared some online giving trends for 2008

• Steady annual growth: slight dips in the 3rd quarter with a rebound in the final months
• Growth in average annual online gift to $152.12 in 2008
• December accounted for 21% of the year’s transaction volume but 48% of total dollars raised

Growth in online giving
Online donations, 1997, total in United States: $300,000
Online donations, 2007, total in United States: $10.4 billion
Mobile Giving Foundation in 2008 launched a new way to contribute: text a message to a special cell phone address, be charged a nominal fee on your cell phone bill (currently $5), and have $5 donated to the charity you texted to. They are on track to raise $500,000 in 2009. See http://www.mobilegiving.org.

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