The fifth annual #GivingTuesday event continued to see double-digit growth rates. According to Blackbaud data, online giving on #GivingTuesday was up 20% on a year-over-year basis compared to 2015. Blackbaud processed more than $47.7 million in online donations from U.S. nonprofits on Tuesday, November 29, 2016. To put that in perspective, the year before the first #GivingTuesday in 2012, there were just $6.6 million in online donations processed.

Since its 2012 inception, #GivingTuesday has experienced a 317% increase in online donations over the past five years. The growth in online giving was fueled by a 33% increase in the number of nonprofit organizations that received an online donation in 2016 compared to 2015. There were 97% more nonprofits receiving online donations in 2016 than in 2012.

The volume of online donations increased 31% on a year-over-year basis and this resulted in an average online gift amount of $126. Consider the fact that the average gift amount of U.S. donations less than $1,000 is just $50. Online giving continues to outperform traditional off-line donations when major gifts are excluded.

For a number of years, Blackbaud has also tracked the growth of mobile donations on #GivingTuesday. In 2016, 22% of online donations were made on a mobile device. That was up from 17% in 2015 and 13% in 2014. Mobile giving is now the new normal in the nonprofit sector. The combination of mobile-friendly website, email, and social campaigns are driving improved conversion rates across the nonprofit sector.

The #GivingTuesday movement began just a few years ago and we are continuing to see growth across all key metrics. These are also important trends as nonprofit organizations move into the final month of their end-of-year giving programs. We should expect to see continue growth across a wide variety of nonprofit organizations as the movement continues to gain momentum.

Now it’s all about what nonprofits and their donors do next. Across the sector, first-year donor retention rates continue to struggle. #ThankYouWednesday is probably more important than #GivingTuesday. Organizations need to be sure to engage, steward, and communicate about the impact donors have on their mission.

This post was originally featured on Huffington Post.

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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