The Blackbaud Index of Online Giving was launched today and is the counterpart to the Blackbaud
Index of Charitable Giving that was launched last month. We’re really excited about adding monthly trends for online giving to this project.
The growth of online giving over the past decade makes this a very valuable resource for nonprofit organizations and those that serve them. This is the largest and most diverse regular analysis of online giving trends.
The Blackbaud Index of Online Giving is comprised of 1,787 nonprofits representing close to $400 million in 12-month online revenue. The Index is based on actual revenue statistics from nonprofit organizations using a variety of fundraising systems, both from Blackbaud and other vendors. It is reported as a three-month rolling average to account for fluctuations and changes that often happen in the nonprofit sector. The Index methodology is available to read online as well.
Current Index Findings
The Blackbaud Index of Online Giving found that overall online revenue increased by 23% for the 3 months ending May 2010 as compared to the same period in 2009. The Index includes large organizations, medium sized organizations, and smaller organizations. Nick Allen, founder and chief strategy officer of Donordigital, notes that “the new Blackbaud Index of Online Giving provides some good news in a generally dismal fundraising time.” You can read Nick’s other observations in the Index report.
Haiti and Online Giving
The 230.2% increase for January, February, and March 2010 compared to 2009 shows the impact of online giving towards the Haitian earthquake relief efforts. This is the time period when the majority of Haiti-related online giving took place. Trends for the three-month rolling average in April and May have significantly less online giving related to the earthquake.
Online Revenue Trends
This month’s report has some other new data about online revenue trends. Blackbaud used the Index data from the past year to look at percentage of total fundraising revenue that came from online giving. We looked at total giving for almost 1,400 organizations of varied size and found that, on average, online revenue accounted for 5.7% of their overall fundraising revenue. What was more interesting was that small-sized organizations had 7.3% of total revenue come from online giving. Mid-sized nonprofits were at 7.0%, and larger organizations were slightly below the average at 5.1%.
Please take some time to checkout the
Blackbaud Index of Online Giving now and over time.