Online Giving Increased 1.2 Percent in 2018, Report Finds

Online Giving Increased 1.2 Percent in 2018, Report Finds

Online giving in the United States increased 1.2 percent on a year-over-year basis in 2018, while overall giving was up 1.5 percent, a report from Blackbaud finds.  

Based on overall giving data from more than nine thousand nonprofit organizations and online giving data from over fifty-five hundred nonprofits, the Blackbaud Institute for Philanthropic Impact's Charitable Giving Report: How Nonprofit Fundraising Performed in 2018 (19 pages, PDF) found that online donations accounted for a record 8.5 percent of overall fundraising revenue (excluding grants), up from 7.6 percent in 2017, and that 24 percent of online donations were made on a mobile device, up from 21 percent. 

According to the report, large organizations — those with annual fundraising revenue in excess of $10 million — saw a 2.3 percent increase in overall giving, compared with 2 percent for midsize organizations (annual fundraising revenue between $1 million and $10 million) and a drop of 2.3 percent for small organizations (annual fundraising revenue of less than $1 million). Online giving to large nonprofits fell 0.5 percent, while midsize and small nonprofits saw increases of 3.7 percent and 0.7 percent. Since 2016, overall online giving has increased 17 percent, with average online gift amounts rising to $147 in 2018. Online donations accounted for 13.4 percent of total fundraising for small nonprofits, compared with 7.8 percent for midsize organizations and 4 percent for large nonprofits. 

In terms of issue areas, arts and culture organizations saw the largest year-over-year growth in both overall giving (5.5 percent) and online giving (5.8 percent), with only the public society benefit (3 percent and 4.4 percent), health care (0.6 percent and 3.3 percent), faith communities (0.3 percent and 2.9 percent), and higher education (2 percent and 1.1 percent) categories seeing increases in both overall and online giving, and environmental, K-12 education, and medical research organizations seeing declines in both overall and online giving.