online giving report
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Introduction
2010 saw continued growth in the importance of online fundraising for nonprofit organizations. A
recovering global economy, online response for disaster relief, peer-to-peer fundraising, and the role of social media in the nonprofit sector all shaped the year.
Blackbaud has been engaged with supporting online giving for nonprofits for more than a decade. In July
2010, Blackbaud used online giving data from our extensive customer network to launch The Blackbaud
Index of Online Giving. The Index provides visibility into online giving trends in the nonprofit sector and
represents the largest and most diverse monthly review of online giving trends available today.
The 2010 Online Giving Report combines findings from The Blackbaud Index of Online Giving with
additional multi-year giving data to provide the most comprehensive analysis of online giving trends in the
nonprofit sector. The Report includes 24 months of online giving data from 1,812 nonprofit organizationsfrom The Blackbaud Index of Online Giving, online major giving data from 2,190 nonprofits, and both
online and offline data representing $5.1 billion in total fundraising from 1,438 nonprofits.
Significant work has gone into building the analysis model and making sure the data meets strict
requirements. This includes collecting online giving data on a monthly basis over 24 months, checking
and rechecking for anomalies, classifying each organization by sector using the National Taxonomy of
Exempt Entities (NTEE) code, matching and retrieving reported total revenue information, and applying
statistical expertise to create a three-month rolling average.
Summary of Research Findings
In 2010, online giving continued to grow for nonprofits included in the analysis. Year-over-year growth
was 34.5% compared to 2009. This was led by 55.6% growth by large organizations. Smaller nonprofits
grew by 22%, and medium organizations grew by 15.9% compared to the same time period in 2009.
Continued
2010 Online Giving Report
Contents
Introduction
Summary o Research Findings
Overall 2010 Online
Giving Trends
Trends by Month
Trends by Nonproft Sector
Online Disaster Giving Trends
Online Major Giving Trends
Trends by Percentage o Total
Fundraising rom Online Giving
How to Use this Report
About the 2010 Online
Giving Report
About Blackbaud
2010 Online Giving Repo
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The impact of the Haiti earthquake on online giving was significant. For the first time, January had the
largest percentage of online giving for the entire year, with 18.4% of online giving taking place in January
2010 compared to 18.3% in December 2010. This variance, versus previous years, where December
sees approximately one-third of online revenue, is solely attributed to Haiti relief funds collected by
International Affairs organizations. International Affairs organizations saw online giving grow 130.8%
compared to 2009.
For other sectors, end-of-year giving still accounts for the largest percentage of online donations. When
combined, October, November, and December of 2010 represented 31.3% of total online giving during
the year. All sectors in the analysis, with the exception of International Affairs, had their largest online
giving month of the year in December.
Donors continue to make significant gifts online. In 2010, 88% of organizations had at least one online gift
of $1,000 or more. The median online gift of $1,000 or more was $1,250 and the largest amount given
online in the analysis was $100,000. 41% of these significant gifts were exactly $1,000, and 6% were
$5,000 gifts.
The percentage of total fundraising that comes from online giving has grown to 7.6%. This percent of
revenue analysis is based on a sample of 1,438 nonprofits with total funds raised of $5.1 billion. Since
the last analysis of this kind, large organizations have shifted from having the lowest percentage of online
dollars to total funds raised to the highest percentage. International Affairs and Health Care sectors now
bring in more than 10% of total fundraising from online giving.
Overall 2010 Online Giving Trends
Online giving grew 34.5% year-over-year for the 1,812 nonprofit organizations in the analysis. There were
differences between how organizations of different sizes performed in 2010.
Online Giving Growth by Organization Size
Size YOY % Change
Small (Less than $1M) 22.0%
Medium ($1M - $10M) 15.9%
Large ($10M+) 55.6%
Total 34.5%
2010 Online Giving Repo
Online giving grew 34.5
year-over-year.
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Large nonprofits, with annual total fundraising greater than $10 million, grew their online fundraising
55.6% on a year-over-year basis. Medium-sized nonprofits, with annual total fundraising between
$1 million and $10 million, had a year-over-year increase of 15.9% in their online fundraising. Small
nonprofits, with annual total fundraising less than $1 million, had online giving grow 22.0% on a year-
over-year basis.
The complete Blackbaud Index of Online Giving is represented in the chart below. The Index is based
on actual revenue statistics from 1,812 nonprofit organizations using a variety of fundraising systems.
It is reported as a three-month rolling average by adding all of the giving for the prior three months and
comparing this total to the same three months one year earlier to calculate the annual percent change.
This three-month rolling average is used to smooth out month-over-month fluctuations in fundraising
that frequently occur in the nonprofit sector. The spike in online giving growth during March 2010 is
an example of how Haiti relief giving has been distributed across several months. An index based on
a moving average is less sensitive to these small timing issues and will serve as a more practical
decision-making tool.
Trends by Month
The analysis looked at the distribution of online giving across all of 2010. It is worth noting that January
had the largest percentage of online giving for 2010. December has traditionally been the largest month
for online giving, but the significant giving towards Haiti earthquake relief efforts in 2010 altered
normal trends.
2010 Online Giving Repo
2010 Blackbaud Index of Online Giving
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
+52.5% +58.1% +240.8% +50.1% +25.9% +14.7% +13.6% +21.9% +21.9% +16.3% +9.5% +3.2%
2010 Online Giving Distribution by Month
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
18.4% 5.9% 6.6% 6.6% 6.3% 6.3% 5.2% 6.4% 7.1% 6.5% 6.6% 18.3%
Giving towards Haiti
earthquake relie
eorts in 2010
altered normal trends.
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This breakdown shows monthly giving percentages based on the size of the organization. This uses
the same small (less than $1 million), medium ($1 million to $10 million), and large ($10 million+) total
annual fundraising scale. Small- and medium-sized organizations had their largest online giving month in
December 2010. Large nonprofits had their biggest month in January, which is directly attributed to online
giving towards Haiti relief.
The research classified each organization by sector using the NTEE code. All sectors in the analysis, with
the exception of International Affairs, had their largest online giving month of the year in December. This
represents a typical trend in online giving over the past several years.
2010 Online Giving Repo
2010 Online Giving % by Month—by Size
Size Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Small
(Less than $1M)
5.4% 6.4% 9.4% 10.7% 7.1% 6.4% 7.6% 6.7% 10.1% 10.2% 8.2% 11.8%
Medium($1M - $10M)
7.5% 6.4% 7.8% 9.1% 7.8% 6.9% 6.4% 7.5% 9.7% 7.9% 7.2% 15.9%
Large($10M+)
22.5% 5.8% 6.1% 5.6% 5.9% 5.8% 4.6% 6.1% 6.1% 5.7% 6.3% 19.5%
Total 18.4% 5.9% 6.6% 6.6% 6.3% 6.3% 5.2% 6.4% 7.1% 6.5% 6.6% 18.3%
2010 Online Giving % by Month—by Sector
Sector Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Arts, Culture,
and Humanities
5.2% 7.4% 8.8% 7.8% 7.9% 7.5% 5.6% 6.0% 7.2% 10.5% 7.8% 18.3%
Education 5.5% 5.9% 8.2% 8.4% 8.7% 12.0% 4.1% 4.0% 6.0% 7.4% 7.4% 22.6%
Environmentand Animals
6.0% 5.1% 11.9% 11.4% 9.6% 7.9% 6.9% 6.0% 7.3% 5.6% 5.7% 16.5%
Health Care 5.5% 5.2% 7.4% 8.7% 8.2% 7.5% 7.9% 9.6% 11.1% 8.9% 7.9% 12.3%
Human Services 13.2% 8.2% 7.7% 6.8% 6.2% 5.4% 4.7% 5.2% 5.6% 6.3% 7.2% 23.7%
International Aairs 47.3% 5.7% 3.1% 2.3% 2.4% 2.0% 1.5% 3.4% 2.4% 2.3% 4.3% 23.4%
Public / Society Beneft
10.6% 7.4% 11.2% 7.1% 7.6% 7.6% 6.6% 7.7% 9.0% 7.7% 5.6% 12.7%
Total 18.4% 5.9% 6.6% 6.6% 6.3% 6.3% 5.2% 6.4% 7.1% 6.5% 6.6% 18.3%
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Trends by Nonprofit Sector
Each organization in The Blackbaud Index of Online Giving is categorized by one of seven sectors using
its National Taxonomy of Exempt Entities — or NTEE code — as reported on its 990 tax return. These
sectors are Arts, Culture, and Humanities; Education; Environment and Animals; Healthcare; Human
Services; International Affairs; and Public and Society Benefit. Religious organizations are currently
excluded as the 990 tax data set available for this group is not considered representative at this time.
International Affairs organizations had the biggest year-over-year online fundraising growth. This was
followed by Human Services, Environment and Animals, Public and Society Benefit, and Education
organizations. Arts, Culture and Humanity nonprofits and Healthcare organizations each had less than
10% growth in 2010 as compared to 2009.
Online Disaster Giving Trends
On Tuesday, January 12, 2010, a 7.0 magnitude earthquake struck the island of Hispaniola. The
earthquake occurred at 4:53pm EST and its epicenter was 16 miles west of Port-au-Prince, Haiti. The
resulting damage from the earthquake and subsequent aftershocks significantly impacted those living and
working in Haiti.
The Chronicle of Philanthropy estimates that charities raised more than $1.4 billion for Haiti’s relief and
recovery1. During the first few hours and days following the earthquake, a substantial amount of this
was raised through online giving. While organizations did respond to other disasters during 2010, the
earthquake in Haiti revealed valuable information for nonprofits to leverage in the future.
2010 Online Giving Repo
Online Giving Growth by Growth by Sector
Sector YOY % Change
Arts, Culture, and Humanities 8.7%
Education 13.7%
Environment and Animals 28.4%
Health Care 7.4%
Human Services 29.3%
International Aairs 130.8%
Public / Society Beneft 15.0%
Online giving peaked at
three days ollowing the
Haiti earthquake.
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Three important trends were noted from nonprofit organizations raising money directly related to the
Haitian earthquake relief effort. First, the vast majority of money raised online was given to a small number
of International Affairs organizations. They were able to engage donors quickly through the use of email,
web, social, and mobile channels. This underscores the importance for nonprofits to be prepared in
advance of such emergencies.
Second, online giving peaked after three days following the earthquake and continued to decline
afterwards. Giving did continue after this period, but in much smaller amounts. Unlike other fundraising
channels, online giving provides nonprofits with more real-time metrics about what is happening.
Monitoring, measuring, and adjusting during the first few hours and days following a disaster is something
nonprofits should be doing.
The third trend is revealed by the total online funds given in the first five days following the earthquake
compared to giving following other recent disasters. Online giving in the first five days following the Haiti
earthquake was 19% greater than response to the 2004 Asian Tsunami and 109% greater than Hurricane
Katrina in 2005. The tsunami data begins on December 26, 2004, following the earthquake off the west
coast of Sumatra, Indonesia. The Katrina data begins on August 29, 2005 when the hurricane made its
second landfall in Louisiana. Online giving during the first five days following September 11, 2001 was
less than 1% of what was given towards Haiti relief.
Online giving is becoming the first-response method of choice for donors. Major events like the Haiti
earthquake are going to continue to increase the use of online and mobile technologies to engage with
donors. Nonprofits across all sectors can learn valuable lessons from Haiti and apply them to their
fundraising efforts.
Online Major Giving Trends
Blackbaud analyzed trends around significant donations made online for the third consecutive year. The
online gifts of 2,190 organizations were reviewed to look trends for donations of $1,000 or more in 2010.
88% of nonprofits in this analysis had at least one online gift of $1,000 or more. This was an increase
from 77% in 2009.
2010 Online Giving Repo
Online giving is becomin
the frst-response metho
o choice or donors.
88% o nonprofts had
at least one online git
o $1,000 or more.
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The largest online gift made in 2010 was $100,000 and there were 10 gifts of this size. This was up from
2009, when the largest online gift was $60,000. The median online gift of $1,000 or more was $1,250.
Online gifts of a significant amount are likely to increase and be a greater source of fundraising results
for nonprofits.
2010 Distribution of Online Gifts of $1,000 or More
Trends by Percentage of Total Fundraising from Online Giving
Blackbaud continues to do research into the percentage of total fundraising that comes from onlinegiving. This data is especially valuable because it allows nonprofits to benchmark online giving against
peer organizations within each sector.
2010 Online Giving Repo
$1,000 $1,001 – $4,999 $5,000 $5,001 – $9,999 $10,000+
4%6%
45%
41%
4%
% of Total Fundraising from Online Giving
Size YOY % Change
Small (Less than $1M) 7.5%
Medium ($1M - $10M) 7.6%
Large ($10M+) 7.7%
Total 7.6%
On average, online
donations accounted
or 7.6% o overall
undraising.
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Blackbaud used data from The Blackbaud Index of Online Giving over the past year to examine
percentage of total fundraising that came from online giving. We looked at total giving for 1,438
organizations of varied size and found that, on average, online donations accounted for 7.6% of overall
fundraising. Large organizations now lead the way with 7.7%, followed by medium-sized nonprofits with
7.6%, and smaller organizations with 7.5%. It is worth noting that large nonprofits grew from 5.1% to
7.7% since the analysis of 2009 giving.
International Affairs and Healthcare organizations have the largest percentage of total fundraising coming
from online giving. This can be attributed to both online disaster giving and peer-to-peer fundraising.
Nonprofits can use this as a basis for benchmarking their own organizations and their performance
relative to other nonprofits.
How to Use this Report
The intent of this report is to provide data that is useful in helping each organization understand its
online giving performance and to drive conversations and analyses among organizational leadership that
uncover opportunities to improve performance. The best way to evaluate your organization’s online giving
performance is to compare the percent of funds your organization brings in online to the percent brought
in by your peer organizations and to look for best practices demonstrated by organizations that are
outperforming your peer group. To evaluate whether your organization is capitalizing on the opportunity
available through online fundraising, follow these steps.
2010 Online Giving Repo
% of Total Fundraising from Online Giving
Sector %
Arts, Culture, and Humanities 4.6%
Education 2.7%
Environment and Animals 5.9%
Health Care 12.0%
Human Services 4.5%
International Aairs 15.1%
Public / Society Beneft 5.3%
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1. Select the group that best represents your organization:
Size:
Small (less than $1 million in total fundraising)•
Medium ($1 million to $10 million in total fundraising)•
Large ($10 million+ in total fundraising)•
Sector
Arts, Culture, and Humanities•
Education•
Environment and Animals•
Healthcare•
Human Services•
International Affairs•
Public/Society Benefit•
2. Calculate your percentage of online giving as related to total fundraising revenue:
Input your organization’s total online revenue in 2010:
Input your organization’s total fundraising revenue as reported on your 2010 tax return:
Divide total online revenue by total fundraising revenue to calculate percentage:
3. Compare your percentage of online giving as related to total fundraising revenue to the group
you have selected to benchmark against:
Your Organization’s Online Percentage of Total Fundraising:
Your Benchmark Group’s Online Percentage of Total Fundraising:
4. Analyze your results:
If you elected to benchmark yourself based on size, locate your organization’s performance on•
this scale:
2010 Online Giving Repo
Under Performers<5 %
Average Performers5 – 8%
Exceptional Performers8%+
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If you elected to benchmark yourself based on sector, locate your organization’s performance on•
this table:
2010 Online Giving Repo
Sector
Under
Performers
Average
Performers
Exceptional
Performers
Arts, Culture, and
Humanities
<4.1% 4.1% – 5.1% >5.1%
Education <2.2% 2.2% – 3.2% >3.2%
Environment and Animals <5.4% 5.4% – 6.4% >6.4%
Healthcare <11.5% 11.5% – 12.5% >12.5%
Human Services <4.0% 4.0% – 5.0% >5.0%
International Aairs <14.6% 14.6% – 15.6% >15.6%
Public/Society Beneft <4.8% 4.8% – 5.8% >5.8%
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Once you have identified your online fundraising performance, refer to the chart below to start the
conversation at your organization:
Additional analysis by sector will be available at www.nptrends.com and www.netwitsthinktank.com.
2010 Online Giving Repo
Under Performers
Frequently fit this profile:
Traditional major gift focus•
New to online•
giving programs
Lower online gift volume•
Higher average•
gift amounts
Higher online•
donor retention
Should consider:
Auditing your web•
presence — would your
site design, functionality,
and security win the
confidence of a potential
new donor?
Analyzing your web traffic• —
is your site optimized for
visitors to find through
search engines? Do youroffline marketing channels
effectively promote your
web site?
Effective websites are more
than passive data collectors.
They are the most important
way for your organization to
attract new supporters and build
relationships with those you
have. Make sure yours is easy
to find and comfortable to use.
Average Performers
Frequently fit this profile:
Mix of fundraising channels•
Online giving is bigger•
focus
Moderate online•
gift volume
Moderate average•
gift amounts
New donor growth•
is from online
Should consider:
Auditing your online•
campaigns — are you
fully embracing the
opportunities provided
by year-end giving
spikes? Are you
messaging effectively and
promptly surrounding
relevant events?
Analyzing your site’s•
information architecture,
navigation, and content —
is your site built for your
visitors’ priorities or your
own? Can each key
audience group easily
accomplish the goal of
its visit?
To improve performance of a
satisfactory website, make sure
it is fully optimized to meet the
needs of your audience. By
removing friction from online
processes, conversion rates
improve and return visits and
referrals become more likely.
Exceptional Performers
Frequently fit this profile:
Traditional direct•
mail focus
Mature online•
giving programs
Higher online gift volume•
Lower average•
gift amounts
Lower online•
donor retention
Should consider:
Auditing your site for•
supporter engagement and
stewardship — are you
providing value to motivate
repeat visits? Is the impact
of giving to your cause
promoted effectively?
Analyzing your online•
ask—is it aggressive
enough based on your
average online gift? Does
it adjust dynamically based
on the giving history of
the donor?
To further capitalize on this
effective channel, you will need
to explore taking your site to the
next level. Consider the service
and functionality provided by
the leading online companiesand organizations. Today’s Web
users expect personalization,
social experiences, and
acknowledgment of their
meaning to your organization.
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About the 2010 Online Giving Report
The findings in this report are based on online giving data from 1,812 nonprofit organizations in
The Blackbaud Index of Online Giving across 2009 and 2010. To be included in the analysis, these
organizations needed to have 24-months of complete online giving data with no gaps or missing
information. Each organization was then classified by sector using their NTEE code as reported on its 990
tax return.
If you are not sure what sector your organization is classified as, you may refer to your 990 to find your
NTEE code. Visit http://nccs.urban.org/classification/NTEE.cfm for a complete listing of sectors.
Organizations were then grouped into three size categories: total annual fundraising less than
$1 million (small), total annual fundraising between $1 million and $10 million (medium), and total annual
fundraising exceeding $10 million (large). This is based on recorded giving in their fundraising systems,
reported fundraising in IRS Form 990 data, and matching done through the National Center for
Charitable Statistics.
Organizations without all the research criteria were not included in this analysis. Organizations based
outside the United States were excluded from this analysis. We do not include the unfulfilled portion of
pledge gifts or recurring gifts that are processed offline. This is the same criteria used for The Blackbaud
Index of Online Giving.
The online major giving trends research is based on online donation data from 2,190 organizations.
This is part of a data set Blackbaud has been measuring on a longitudinal basis since 2008. Only 1,927
organizations with at least one online gift of $1,000 or more are included in this analysis.
The percentage of total fundraising trends research is based on 1,438 nonprofits in The Blackbaud Index
of Online Giving. These organizations represent $5.1 billion in total fundraising.
Blackbaud extends special thanks to Steve MacLaughlin, Jim O'Shaughnessy, Chris Clark,
Allison Van Diest, and Chuck Longfield for contributions to this report.
1 “Haiti Earthquake Fund Raising, One Year Later” http://philanthropy.com/article/Haiti-Earthquake-Fund-Raising/125896/
2010 Online Giving Repo
> Subscribe to The Blackbaud Index at www.blackbaud.com/blackbaudindex
to get alerts and updates emailed monthly and for more information about giving trends.
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© February 2011, Blackbaud, Inc.
This white paper is or inormational purposes on
Blackbaud makes no warranties, expressed or
implied, in this summary The inormation contai
in this document represents the current view o
Blackbaud, Inc, on the items discussed as o th
date o this publication
All Blackbaud product names appearing herein a
trademarks or registered trademarks o Blackba
Inc The names o actual companies and produc
mentioned herein may be the trademarks o thei
respective owners
About BlackbaudBlackbaud is the leading global provider o sotware and services designed specifcally or nonproft organizations, enabling them to improve
operational efciency, build strong relationships, and raise more money to support their missions. Approximately 24,000 organizations —
including The American Red Cross, Cancer Research UK, Earthjustice, International Fund or Animal Welare, Lincoln Center, The Salvation
Army, The Tat School, Tulsa Community Foundation, Ursinus College, the WGBH Educational Foundation, and Yale University — use one or
more Blackbaud products and services or undraising, constituent relationship management, fnancial management, website management,direct marketing, education administration, ticketing, business intelligence, prospect research, consulting, and analytics. Since 1981,
Blackbaud’s sole ocus and expertise has been partnering with nonprofts and providing them the solutions they need to make a dierence in
their local communities and worldwide. Headquartered in the United States, Blackbaud also has operations in Australia, Canada, Hong Kong,
the Netherlands, and the United Kingdom. For more inormation, visit www.blackbaud.com.
2010 Online Giving Repo
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