The 2014 Charitable Giving Report | npENGAGE

The 2014 Charitable Giving Report

By on Feb 2, 2015


2014 Charitable Giving Report

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:


Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

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, Stanford Social Innovation Review, 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 Conference (NTC), Institute of Fundraising National Convention (United Kingdom), Civil Society Conference (Netherlands), International Fundraising Congress (Netherlands), Ask Direct Fundraising Summer School (Ireland), and a keynote speaker at several conferences across the social good sector.

Steve previously served on the Nonprofit Technology Network (NTEN) Board of Directors and is currently an adjunct faculty member at Columbia University.

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, became a bestseller in 2016.

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

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