Green Growth of Online Fundraising

The eNonprofit Benchmark Study

The 2013 eNonprofit Benchmarks Study collected data from 55 U.S.-based nonprofits for the calendar year of 2012. They analyzed more than $438 million of online donations from over 6.5 million online gifts.

The 2013 eNonprofit Benchmarks Study showed a 21% online revenue increase for nonprofit organizations in 2012 over the previous year, and a 20% increase in the overall number of online gifts received by nonprofit organizations in 2012.

Especially environmental organizations saw an increase in online revenue, raking highest with a 34% increase. Wildlife and Animal Welfare organizations saw a 24% increase.

• $60 was the average online one-off donation in 2012
• $19 was the average online monthly donation in 2012

One-off donations was accountable for 89% of online giving, but also organizations with membership programs with subscriptions for monthly donations online saw a faster growth rate than one-off donations. 66% of online revenue came from unsolicited web giving, peer referrals, and social media.

These numbers mean something significant for charities and fundraisers – we are part of a cultural shift. Donors of all ages are switching on their PC or Mac to fundraise and give donations, to share with friends and make a difference.

What the numbers mean

For fundraisers this means convenience, efficiency, transparency and more personal engagement between fundraisers, organizations and donors.

For organizations this means having to focus on online giving as a hugely important space for fundraising. Donors want to be able to donate from their homes or even from their phone in a matter of minutes. Fundraisers are waiting to join your cause and share your charity with their friends and family.

Don’t focus solely on members and volunteers, remember the one-off donors and virtual volunteers who want to click in an actively support you right now. Spark further growth whether for environmental issues or another cause.