The web and social media have transformed the world of nonprofit fundraising. The Internet has empowered individuals to take an active role in spreading the word about different organizations and causes, and given people the ability to instantaneously make donations. There’s no denying that online has been a game changer when it comes to giving.
Over the past several years, online giving has been building momentum. More organizations have employed and promoted online giving methods and individuals have become more comfortable with giving on the Web. While online giving numbers have been consistently rising year over year, 2012 was the tipping point. New numbers reveal online giving took a huge leap last year. Just how big? Let’s take look…
Findings from the eNonprofit Benchmarks Study
Each year, M+R Strategic Services and NTEN: The Nonprofit Technology Network produce the eNonprofit Benchmarks Study. This great, insightful study provides an analysis of online messaging, fundraising, advocacy, social media and mobile metrics for nonprofit organizations. Some of the key findings in the 2013 Study come in the realm of online fundraising—which saw dramatic growth across the board.
The 2013 eNonprofit Benchmarks Study collected data from 55 U.S.-based nonprofits for the calendar year of 2012. They analyzed more than $438 million of online donations from over 6.5 million online gifts.
Here’s a look at a handful of notable online giving statistics from the 2013 eNonprofit Benchmarks Study:
21% online revenue increase for nonprofit organizations in 2012 over the previous year
20% increase in the overall number of online gifts received by nonprofit organizations in 2012
Increase in online revenue from 2011 to 2012 by sector:
34% for Environmental organizations
23% for Wildlife and Animal Welfare organizations
13% for Health organizations
11% for Rights organizations
Increase in the number of online gifts by nonprofit sector:
28% for Environmental organizations
22% for Health organizations
19% for Wildlife and Animal Welfare organizations
12% for Rights organizations
$60 – Average online one-time gift in 2012
$19 – Average online monthly gift in 2012
One-time gifts accounted for 89% of online giving, while monthly accounted for 11%
For groups with monthly giving programs, monthly giving revenue grew at a much faster rate than one-time giving
33% of nonprofit online revenue in 2012 was sourced to email
66% of online revenue came from other sources, such as unsolicited web giving, peer referrals, and social media
What the Data Means for Nonprofit Organizations
Nonprofit organizations are in the midst of a major fundraising shift. More and more, fundraising efforts are moving online. More donors (particularly donors under 40) are turning to the Web as a primary giving method. With the rise of social media sharing, more individuals are passing information and links along to their friends and family.
As result, in the next 3-5 years we’ll see huge growth in online giving as the Internet moves closer to becoming the primary means of giving. For nonprofits, this cultural transformation in giving means you need to increase your focus on the online space.
Three actions every nonprofit should take right now:
1. Give donors quick and convenient ways of making contributions online.
2. Include an online giving option with all your campaigns across channels (from mail to TV to live events).
3. Encourage social sharing and online volunteering.
Give your supporters the ability to easily share information about your organization and ask friends and family to make contributions. Develop an online fundraising platform where supporters can promote your organization and cause in their social circles.
We knew the shift to online giving was on the horizon, now the data shows us the transition has begun. Take the opportunity to amp up your online fundraising efforts today so you can ride the online giving wave as it continues to build momentum.