2009 Online Giving Trends

2009 Online Giving Trends
Steve MacLaughlin, Director – Internet Solutions
www.blackbaud.com/connections
© 2010 Blackbaud

About Blackbaud
Blackbaud is the leading global provider of software and services designed specifically for nonprofit organizations, enabling them to improve operational efficiency, build strong relationships, and raise more money to support their missions.
Since 1981, Blackbaud’s sole focus and expertise has been partnering with nonprofits and providing them the solutions they need to make a difference in their local communities and worldwide. Headquartered in the United States, Blackbaud also has operations in Australia, Canada, the Netherlands, and the United Kingdom.
Blackbaud has been conducting research and analysis into the online giving trends of approximately 2,300 nonprofit organizations using its online fundraising, email marketing, and integrated CRM tools. The analysis represents the largest study of online giving trends in the nonprofit sector.
Ongoing research findings and quarterly updates are available at: www.blackbaud.com/connections

Blackbaud’s analysis of ~2,300 nonprofits from January through December 2009:
Online revenue grew 46% in 2009 compared to 2008
December online revenue grew 32% in 2009 compared to 2008
May online revenue grew 66% in 2009 compared to 2008
36 Month Online Revenue Growth Trends
Source: Blackbaud

30% of online revenue was processed in December
46% of online revenue was processed in the last three months of the year
Online transaction volume grew 74% YOY in the first three months of the year
Online Revenue Distribution
Online Transaction Distribution
Source: Blackbaud

2009 Online Average Gift Trends
Online average gift was $144.72 in 2009
Online average gift decreased by 5% compared to 2008
Source: Blackbaud

2009 Year Over Year Online Giving Trends
Blackbaud’s analysis of the same ~1,700 nonprofits with complete online giving data for all of 2008 and 2009:
65% of nonprofits had positive YOY online revenue growth
The median online revenue YOY growth rate was 21%
Organizations that raised more than $1m had a 35% YOY growth rate
Source: Blackbaud

2009 Online Major Giving Trends
1,798 of these nonprofits had at least one gift of $1,000
36% of online gifts ≥$1,000 were within a gift range of $1,001 to $4,999
Median online gift amount ≥$1,000 was $3,500 – up from $2,500 in 2008
2009 Long Tail of Significant Online Gifts
Source: Blackbaud

2009 Distribution of Online Gifts of at Least $1,000n = 1,798
Source: Blackbaud

About the 2009 Online Giving Trends Analysis
2009 trend analysis is based on 2,335 nonprofit organizations and online transaction processed by Blackbaud between January and December 2009.
Online recurring gifts and pledges are not included in the entire data analysis. The single largest online gift ($60,000) and single smallest online gift ($1) during the analysis period were removed.
Year over year trend analysis is based on 1,703 nonprofit organizations and online transactions processed by Blackbaud for all of 2008 and 2009.
Year over year trend analysis removed outliers with growth rates in excess of 1000% and organizations with single transactions for the time period.
Significant gift trend analysis is based on 1,798 nonprofit organizations that had at least one online gift of $1,000 or more between January and December 2009.
Ongoing research findings and quarterly updates are available at: www.blackbaud.com/connections

Questions? Answers?
steve.maclaughlin@blackbaud.comwww.blackbaud.com/connections

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2009 Online Giving Trends

by Steve MacLaughlin on Jan 04, 2010

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