2012 Recap: Online Fundraising Steadily Increasing

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Online fundraising is still increasing this year

According to Philanthropy.com, online giving accounted for about 10% of the donations charities received last year. But experts predict that it will grow to 15% over the next 5 years. The total number of groups raising money online also grew by 20 percent this year. Even though the total number of online gifts was down, the total amount given in the second and third quarters of this year compared to the second and third quarter last year was larger.

The highest amounts given occurred during the first half of the week, while Thursday through Saturday attracted the largest average gift size.

Giving generally spikes during the month of December and large-scale disasters. During disasters, donors are now more likely to consider new online giving options, while in December, they’re more likely to give based on their relationships with the charities.

A third of all online giving occurs in December, and 22% of annual giving happens in the last two days of the year.

Online giving (in dollars) on December 31 is concentrated between 10 a.m. and 6 p.m. in each time zone. (Hint: sent out a last email asking for donations!)

This information was derived from reports by the three big online donation processors Blackbaud, Network for Good, and PayPal and from an analysis of a fixed group of organizations by Philanthropy.com.

For more statistics on online giving, visit Philanthropy.com.

What does all this mean to you?

– If you haven’t yet, consider updating your website to make it easier to use on a mobile device, taking into account that some of your supporters will be ready to donate through your mobile website.
– Offer the option to donate online through any of your other existing channels, like Facebook, and display your online donation options alongside your traditional donation options.
– Pick an online donation platform and set up an online campaign that you can use alongside your next ‘traditional’ fundraising campaign.

In other words, don’t leave any options on the table, but make sure you’re always able to maintain an overview and the ability to track diverse fundraising efforts and that they have a unified message and theme.

Has your group raised funds online yet? If yes, how did you do it? Please leave your comments below.

We wish you great success with your upcoming fundraiser and a wonderful and exciting New Year 2013!

Your FundraisingIP.com Editorial Team



Some of our most read posts this year:

Volunteers: Unpaid but Priceless

Tips for Running a Marathon Fundraiser

How to Ask for a Donation from a Large Company

How to Encourage People to Donate to your Cause

And not surprisingly, more and more of you resort to getting information online: Almost 9% of you visited our site through a mobile device. This includes visits through a browser (like Firefox, Safari, Chrome or IE) and visits through our mobile app.


Are you getting ready for your first fundraiser of 2013?

Consider the wares and services our sponsors are offering:

Visit Fundraising.com for all your ‘traditional’ fundraising products like lollipops, magazines and candy and now also t-shirts!

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For year-round fundraising with recycling ink-cartridges and cell-phones, visit FundingFactory.com.

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