Convio Ranks Most Generous Online Cities for Charitable Giving in 2010

The Role of Online Giving

While traditional direct mail remains the primary channel for donations, online giving has become important to donors and the nonprofits that hope to reach them. Two recent reports by Convio showcase the value of online giving, particularly with younger donors and during the holidays. Research shows that donors 45 and younger account for nearly $40 billion in donations each year – an amount that is expected to increase as the generation ages and builds their careers and nonprofit affiliations. By and large, these donors are turning to online, social media and other channels to donate dollars. Of the estimated $53 billion that was donated to charities by US adults this past holiday season, $6 billion (or nearly 12 percent) was estimated to have been donated online.