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2009 Online Giving Trends
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2009 Online Giving Trends

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A review of 2009 online giving trends from across the nonprofit sector and approximately 2,300 organizations. The analysis represents the largest study of online giving trends in the nonprofit sector.

A review of 2009 online giving trends from across the nonprofit sector and approximately 2,300 organizations. The analysis represents the largest study of online giving trends in the nonprofit sector.

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  • 1. 2009 Online Giving Trends
    Steve MacLaughlin, Director – Internet Solutions
    www.blackbaud.com/connections
    © 2010 Blackbaud
  • 2. 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
  • 3. 2009 Online Giving Trends
    Blackbaud’s analysis of ~2,300 nonprofits from January through December 2009:
    • Online revenue grew 46% in 2009 compared to 2008
    • 4. December online revenue grew 32% in 2009 compared to 2008
    • 5. May online revenue grew 66% in 2009 compared to 2008
    36 Month Online Revenue Growth Trends
    Source: Blackbaud
  • 6. 2009 Online Giving Trends
    Blackbaud’s analysis of ~2,300 nonprofits from January through December 2009:
    • 30% of online revenue was processed in December
    • 7. 46% of online revenue was processed in the last three months of the year
    • 8. Online transaction volume grew 74% YOY in the first three months of the year
    Online Revenue Distribution
    Online Transaction Distribution
    Source: Blackbaud
  • 9. 2009 Online Average Gift Trends
    Blackbaud’s analysis of ~2,300 nonprofits from January through December 2009:
    • Online average gift was $144.72 in 2009
    • 10. Online average gift decreased by 5% compared to 2008
    Source: Blackbaud
  • 11. 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
    • 12. The median online revenue YOY growth rate was 21%
    • 13. Organizations that raised more than $1m had a 35% YOY growth rate
    Source: Blackbaud
  • 14. 2009 Online Major Giving Trends
    Blackbaud’s analysis of ~2,300 nonprofits from January through December 2009:
    • 1,798 of these nonprofits had at least one gift of $1,000
    • 15. 36% of online gifts ≥$1,000 were within a gift range of $1,001 to $4,999
    • 16. Median online gift amount ≥$1,000 was $3,500 – up from $2,500 in 2008
    2009 Long Tail of Significant Online Gifts
    Source: Blackbaud
  • 17. 2009 Distribution of Online Gifts of at Least $1,000n = 1,798
    Source: Blackbaud
  • 18. 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
  • 19. Questions? Answers?
    steve.maclaughlin@blackbaud.comwww.blackbaud.com/connections