Report: Online Giving Continues to Outpace Traditional Giving as Donors Shift Channels

• Overall giving grew approximately 2.1 percent in 2014
• Online giving grew 8.9 percent in 2014 compared to 2013
• Online donations were 6.7 percent of all fundraising in 2014
• Small organizations had the greatest increase in overall fundraising in 2014
• Higher education institutions had the greatest increase in online giving during 2014

According to the report, 2014 may represent the new normal in giving. Unlike 2013 and 2012, there was a noted absence of the high-profile episodic events that previously drove an increase in giving. An accelerating economy fueled the stock market to new highs in 2014 ,and fears of changes to the charitable deduction never materialized.