Online Giving: A Larger Piece of the Fundraising Pie
Another important trend is the overall growth of online giving as a percentage of a nonprofit's total fundraising. This data is especially valuable because it allows nonprofits to benchmark online giving against peer organizations within each sector. Analysis of 1,438 nonprofits with total funds raised of $5.1 billion shows that 7.6 percent of total fundraising comes from online giving. Large organizations now lead the way with 7.7 percent, followed by medium-sized nonprofits with 7.6 percent and smaller organizations with 7.5 percent. The international affairs and health care sectors now have more than 10 percent of their total fundraising from online giving.
- Companies:
- Blackbaud
Steve MacLaughlin is the vice president of data and analytics at Blackbaud and best-selling author of “Data Driven Nonprofits.” Steve has spent 20-plus years driving innovation with a broad range of companies, government institutions and nonprofit organizations. He serves on the board of the Nonprofit Technology Network and is a frequent speaker at conferences and events. Steve earned both his undergraduate degree and a Master of Science degree in interactive media from Indiana University.
