The 2013 Charitable Giving Report includes 24 months of overall giving data from 4,129 nonprofit organizations representing more than $12.5 billion in total fundraising. The report also includes online giving data from 3,359 nonprofits representing $1.7 billion in online fundraising. It is the largest analysis of actual overall and online giving data in the nonprofit sector.
Overall Giving Trends
Overall giving in 2013 grew 4.9% on a year-over-year basis for the organizations in the analysis. This was an increase over the 2012 growth rate and points to positive signs that giving in the United States is returning to pre-recession levels.
Fundraising by large organizations, with annual total fundraising more than $10 million, was up by 5.7%. Medium-sized organizations, with annual total fundraising between $1 million and $10 million, had an increase of 3.8% in 2013. Small nonprofits, with annual total fundraising less than $1 million, grew their fundraising 3.6% compared to 2012.
Online Giving Trends
Online giving in 2013 grew 13.5% year-over-year for the nonprofit organizations in the analysis. Online fundraising continues to be a growth engine for nonprofit organizations, and there is no reason to expect this growth to slow for the foreseeable future.
Online giving to faith-based organizations grew the most in 2013 with an 18.1% year-over-year increase. This is the first year that we have included faith-based organizations in the published report. Healthcare (14.5%), education (14.4%), and environment and animal welfare (13.3%) organizations all had very positive online giving growth in 2013.
Perspectives from Across the Nonprofit Sector
Todd Cohen, founder of Philanthropy North Carolina, interviewed several leading fundraising professionals in all nine fields of interest where Blackbaud tracks fundraising performance. There are some really great insights from this section of the report. Here are a few quotes that I wanted to share from the report:
“What is accounting for the kind of success people are anticipating comes down to the development of the relationships with the majo donor community.” — John Lippincott President, CASE
“You’re not going to raise dollars unless you are hiring people and paying the overhead necessary to support those activities.” — Bill McGinly, President and CEO, Association for Healthcare Philanthropy
“Most schools understand they have to have a very effective major gifts program, have to do research to understand who their best donors are, and have to have effective major gifts fundraisers who understand how to engage those donors, who need ongoing cultivation.” — Donna Orem CEO, National Association of Independent Schools (NAIS)
“NGOs are trying to do a better job of telling a fuller narrative about what’s involved in disaster relief.” — Bob Ottenhoff, President and CEO of the Center for Disaster Philanthropy
“It’s not enough to say we want another picture or exhibit. Donors want to know our impact on the community.” — Ford Bell, President of the American Alliance of Museums
“I run The Run Walk Ride Council, but I’m a big proponent of ‘crawl, walk, and then run’.” — David Hessekiel. President, The Run Walk Ride Fundraising Council
You can get the entire 2013 Charitable Giving Report online at: www.blackbaud.com/charitablegiving