Online giving: Recent trends and statistics

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Online giving: Recent trends and statistics

Last year was great for online giving. Several records have been shattered and new ones created. Apart from celebrating this fact, there is a lot of learning to be done. We could put this to use and improve our results for the ongoing year.  Learning from experiences is as important as keeping oneself updated with the latest trends.

Statistics

Let’s delve into some statistics. The data compiled is a rolling 13 month one, from February 2017 to February 2018. There have been around 1,540,916 donors during this period. There have been as many as 2,662,331 donations made. A total of $313,195,630 have been donated to around 35,430 nonprofit organisations. These are some huge numbers which portrays the kind of growth that online giving has been witnessing.

Trends

Breaking down these numbers and looking at the data of individual months, the nonprofit fundraising trends that emerge tell us that December has been the most popular month. During this period, contributions peaked on New Year’s Eve at $14,399,454. Giving Tuesday too sees a huge boost, in terms of amount and number of donations being made.

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Cause wise trends

In terms of Causes, the most popular one has to be the Human Services Groups. It leads the other organisations by a huge margin in terms of number and amount of donations. Education comes in the second position.

Region wise trends

Looking at region specific data, we find that donors from California have given more than donors in any other state. They have donated to the Human Services Groups in large numbers.

Human services groups have received more donations than any other cause in almost 40 states and the District of Columbia.

These are some nonprofit fundraising trends which have emerged from the statistics of the past 13 months (February, 2017 – February, 2018). This gives a fair idea of where the funds have usually gone to, apart from the times when they peak. Nonprofits should keep this in mind while going about their fundraising strategy.

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