The Chronicle of Philanthropy is not only a great publication, but they also publish some excellent research about online fundraising trends. Most subscriptions aren’t worth their price these days — The Chronicle continues to always pay for itself and more.
For several years now they have gathered giving data from some of the largest nonprofit organizations. Some it makes it to the printed page but lots more is available on their website.
Recently The Chronicle published data about online giving for 2010. The chart below represents the 25 largest online fundraising nonprofit organizations for 2010:
These 25 nonprofits raised more than $1.1 billion online in 2010. Nine of the organizations serve the International sector, eight are Health related nonprofits, four are in the Social Services sector, two are Religious organizations, and two are Higher Education institutions.
The makeup of this year’s list reinforces some of the findings in Blackbaud’s 2010 Online Giving Report. International organizations raised a tremendous amount online in 2010. Earthquakes in Haiti, Chile, and New Zealand along with floods and landslides in other parts of the world drove donors to give online. All four of the Social Services organizations raised a significant amount of their online giving because of disaster relief efforts.
Health organizations that leverage Friends Asking Friends programs continue to be leaders in online fundraising. The growth of event fundraising over the past decade is now a significant contributor to these organization’s overall revenue. Blackbaud and the Run Walk Ride Fundraising Council have been working together to publish trends and best practice information in this area.
Religious and Higher Education organizations continue to grow their online fundraising programs. Their ability to reach and engage high affinity supporters will help their efforts over time. This also signals a move by these groups to diversify their fundraising channels.
There is plenty more data available at The Chronicle of Philanthropy and I encourage you to see how your organization compares to others.