The numbers are in: While traditional channels still reign supreme, more and more donation dollars are coming from the Web. A new report reveals online giving continues the steady and rapid incline we’ve seen over the past decade.
We’ve got the latest crop of online giving stats to share with you in today’s post. We’ll also pass along a few things we learned about nonprofit fundraising from last year’s results.
About the 2014 Charitable Giving Report
The findings in this report are based on overall giving data from 4,798 nonprofits representing $16.2 billion in total fundraising, and online giving data from 3,724 nonprofits representing $2 billion in online fundraising. Download the full 2014 Charitable Giving Report here.
15 Significant Stats on Nonprofit Giving Growth in 2014
Here are some key findings for nonprofits from the 2014 Charitable Giving Report:
- 2.1% increase in overall giving to nonprofit organizations in 2014 compared to 2013
- 1.3% increase for medium (total fundraising $1-$10 million) and large ($10+ million) nonprofits in 2014
- 5.8% increase for small (total fundraising less than $1 million) nonprofits in 2014
- 8.9% increase in online giving to nonprofits in 2014 compared to 2013
- 10.6% increase in online giving for small organizations
- 9.7% online giving increase for medium organizations
- 8% online giving increase for large organizations
- 16.6% year-over-year increase in online giving to Higher Education institutions in 2014
- 17.8% of all online giving occurred in the month of December (down from 22.4% in 2013)
- 36% increase in online donations on #GivingTuesday 2014 compared to 2013
- 15% increase in the number of nonprofits that received an online donation on #GivingTuesday
- 6.7% of total fundraising came from online donations in 2014
- 7.4% of total fundraising for small organizations came from online giving
- 7.2% of total fundraising came from online giving for large organizations
- 5.6% of total fundraising came from online giving for medium organizations
Four Interesting Notes About the 2014 Report Findings
Here are some quick notes and thoughts about the new giving report results:
1. Decrease in Emergency Fundraising in 2014
Both the overall giving and online giving growth percentages are down from those reported in 2013 (4.9% overall, 13.5% online). That may be primarily due to out-of-the-ordinary events like the Boston Marathon bombing, Typhoon Haiyan, and midwest tornadoes that sparked giving surges in 2013. There were fewer major disaster fundraising events in 2014.
2. The Advantages of Being Small and Agile
The higher results in both overall giving and online giving for small nonprofits (those bringing in less than $1 million in fundraising) follow a pattern we’ve seen the past few years. They point to the increased agility of smaller organizations (there are less gears to turn) and their greater focus on digital fundraising (which may be in part due to budget restraints).
3. End of Year Online Drop Compared to 2013
The decrease in the percentage of online giving that came from December fundraising (17.8% in 2014 compared to 22.4% in 2013) can be seen as a good thing. Why? Because it shows online giving is growing stronger year-round. The fact this percentage is down despite a 36% increase in online donations on Giving Tuesday (December 2) is actually pretty amazing.
4. Online Still Only a Drop in the Bucket
Many people may be surprised to find online giving only makes up 6.7% of overall giving (which is on par with recent yearly averages). But, as noted in the Charitable Giving Report, that’s actually exactly in line with the percentage of retail sales that come from online (which when you think about all the things you buy on say Amazon, seems like it should probably be higher too).
The bottom line here is online giving still has huge growth potential (with many nonprofit pros predicting it will increase to 20% or more of overall giving in the next 10 years). So make sure to keep your efforts to engage and activate donors online going strong.