Eighth annual Charitable Giving
Report reveals continued growth of online and mobile donations
Charleston,
S.C. (February 18, 2020) — The Blackbaud Institute, a
research division of Blackbaud (NASDAQ: BLKB), the world’s leading
cloud software company powering social good, today releases its eighth annual Charitable Giving Report, offering benchmarking
data based on the largest analysis of overall and online giving statistics for
social good organizations. Through the Charitable Giving Report, the Blackbaud
Institute is equipping organizations with resources to inform their strategies
by enabling them to compare their organization to peers – across size and
subsector – and identify areas of strength and opportunity heading into the new
year. While this year’s report offers year-over-year statistics on giving
consistent with past reports, it also includes deeper analysis of the largest
data set of donations and more context around the numbers than ever before to
help social good organizations navigate and thrive in the ever-changing
charitable giving landscape.
Additional new features to the
Charitable Giving Report, include:
- Insight
into how to use trend data to benchmark.
- Highlights
of the practices organizations should be using to ensure they can continue
to attract, engage and retain donors to achieve greater success in 2020
and beyond.
- More
data by subsector to provide organizations with a clearer picture of how
they’re benchmarking against similar organizations, such as the average
gift size and the average online gift size by subsector.
- A view
of the three-year trends in overall and online giving by organization size
and subsector to uncover long-term trends.
“We
created the Blackbaud Institute to lead groundbreaking research and insights to
equip a thriving social good sector for impact. The Charitable Giving Report
isn’t just a compilation of interesting statistics, tables and charts—it
provides an opportunity to see where giving is—and more importantly where it
can go if leaders use this data to inform their decisions,” said Steve
MacLaughlin, Blackbaud’s vice president of product management and senior
advisor to the Blackbaud Institute. “This year, we’ve taken a broader view of
giving trends to provide a more representative perspective of what is happening
with charitable giving, and it reveals charitable giving is continuing to
evolve with our changing world. In the last year alone, online donations have
increased nearly 7% and more than a quarter of those online donations come from
a mobile device.”
The
2019 Charitable Giving Report includes giving data from 8,210 nonprofit
organizations representing $36.3 billion in fundraising revenue as well as
online giving data from 5,204 nonprofit organizations representing $2.7 billion
in online fundraising revenue.
Key Giving Trends from the
Charitable Giving Report:
- A
3-year view of fundraising from the same organizations reveals a 5.1%
growth in overall giving and an increase of nearly 10% for online
donations.
- Online
giving in 2019 grew 6.8% year-over-year for the 5,204 nonprofit
organizations in the analysis, while overall giving in 2019 grew 1.0% for
the 8,210 nonprofit organizations included in the report.
- The
percentage of fundraising from online giving continues to grow with 8.7%
of total fundraising stemming from online giving in 2019. Additionally,
small nonprofits continued to show the largest year-over-year growth in
percentage of total fundraising stemming from online giving.
- In
2019, an estimated 26% of online donations were made using mobile devices.
This has grown steadily since 2014 when it was just 9% of online
donations.
- While
the median donation amount for gifts below $1,000 in the U.S. has remained
steady at $20 for years, the median donation amount for gifts above $1,000
in the U.S. has more than doubled since 2016, now clocking in at $2,500.
- The
average donor age in the U.S. remains largely unchanged at 63, which has
been consistent since 2016.
Read
the full 2019 Charitable Giving Report at BlackbaudInstitute.com/CharitableGiving. In
addition to this report, view additional resources from the Blackbaud
Institute, including The Explorer, the premier
online knowledge base for information and statistics about social good. The
Explorer gives users the ability to easily and quickly search and access the
social good statistics and best practices that matter to them by pulling the
latest data and trends from the sector’s most credible sources. The content is
regularly updated and is available free, like all Blackbaud Institute
resources, as part of Blackbaud’s give-back philosophy.
About The Blackbaud Institute
The
Blackbaud Institute drives research and insight to accelerate the impact of the
social good community. It convenes expert partners from across the
philanthropic sector to foster diverse perspectives, collective thinking and
collaborative solutions to the world’s greatest challenges. Using the most
comprehensive data set in the social good community, the Blackbaud Institute
and its partners conduct research, uncover strategic insight and share results
broadly to drive effective philanthropy at every stage, from fundraising to
outcomes. Knowledge is powering the future of social good, and the Blackbaud
Institute is an engine of that progress. Learn more, sign up for our newsletter, explore our knowledge base of social good best practices
and trends, see the latest quarterly statistics on giving and
check out our most recent resources at BlackbaudInstitute.com.
About Blackbaud
Blackbaud
(NASDAQ: BLKB) is the world’s leading cloud software company powering social
good. Serving the entire social good community—nonprofits, foundations,
companies, education institutions, healthcare organizations and individual
change agents—Blackbaud connects and empowers organizations to increase their
impact through cloud software, services, expertise and data intelligence. The
Blackbaud portfolio is tailored to the unique needs of vertical markets, with
solutions for fundraising and CRM, marketing, advocacy, peer-to-peer
fundraising, corporate social responsibility, school management, ticketing,
grantmaking, financial management, payment processing and analytics. Serving
the industry for more than three decades, Blackbaud is headquartered in
Charleston, South Carolina, and has operations in the United States, Australia,
Canada, Costa Rica and the United Kingdom. For more information, visit www.blackbaud.com or
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