The 2014 Charitable Giving Report includes 24 months of overall giving data from 4,798 nonprofit organizations representing more than $16.2 billion in total fundraising. The report also includes online giving data from 3,724 nonprofits representing over $2 billion in online fundraising. It is the largest analysis of actual overall and online giving data in the nonprofit sector.

Overall Giving Trends

In 2014, overall charitable giving in the United States increased 2.1% on a year-over-year basis. Large organizations grew by 1.3%, medium organizations grew 1.3%, and small organizations grew 5.8% compared to the same time period in 2013.

Online Giving Trends

Online giving grew 8.9% in 2014 compared to 2013. Large organizations grew by 8.0%, medium organizations grew 9.7%, and small organizations grew 10.6% on a year-over-year basis.

Key Observations

Here are a few key observations from The 2014 Charitable Giving Report:

    • Overall giving grew 2.1% despite the absence of the high profile episodic events that drove an increase in giving in both 2013 and 2012.
    • Overall giving grew for the 3rd consecutive year and this points to continued fundraising recovery in the nonprofit sector.
    • Online giving also grew in 2014 by 8.9% and this growth is on top of 13.5% year-over-year growth in 2013.
    • Donors continue to shift online with the percentage of total fundraising that came from online donations increasing to 6.7%.
    • Small nonprofits, those with annual total fundraising less than $1 million, grew both overall giving and online donations more than large or medium-sized organizations.
    • The percentage of giving that happens in December continued to decrease in 2014 as nonprofits diversify their fundraising programs.

You can get the entire 2014 Charitable Giving Report online at: www.blackbaud.com/charitablegiving

ABOUT THE AUTHOR

Steve MacLaughlin is a Director of Analytics at Blackbaud, the leading provider of technology and services to the nonprofit sector. Steve has spent 20+ years driving innovation with a broad range of companies, government institutions, and nonprofit organizations.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Network (NTEN), Institute of Fundraising National Convention, Civil Society Conference, Resoure Alliance’s Fundraising Online, and a keynote speaker at such events as the Crescendo Practical Planned Giving Conference.

Steve serves on the Nonprofit Technology Network (NTEN) Board of Directors and supports its focus on both the growth and professionalism of the nonprofit technology field as well as building knowledge and information sharing capacity throughout the sector.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, will be published in September 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.

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