UK Online Giving Trends
The 2016 Charitable Giving Report
The newly released 2016 Charitable Giving Report by Blackbaud has given us some really interesting insights:
- In the UK, overall giving rose 2.8% in 2016, with online giving up 2.2%.
- 7.2% of overall fundraising in 2016 came from online giving. The non-profit sector is now lagging behind consumer trends for online activity. As the world becomes increasingly dependent on digital, non-profits need to make sure they keep up.
- 10% of online gifts in 2016 were $1,000 or more and 41% of non-profits received at least one online donation of $1,000 of more, meaning that even major donors are moving to online channels.
- 17% of online donations in 2016 were made on a mobile device. This is up 8% since 2014. Being mobile friendly is no longer optional for non-profits. Without a multi-step approach including mobile-friendly emails, websites, and donation forms, non-profits will miss out on more and more gifts from savvy supporters.
- The average age of donor in the US last year was 62, so non-profits need to find more ways to reach out to Millenials. You can read the first part of Blackbaud's blog series on Engaging Millenials here.
Online giving and digital fundraising are continuing to rise. Here is a summary of the latest results of Blackbaud’s Online Giving Index, which is the sector’s benchmark for online giving in the UK and is published in partnership with the Institute of Fundraising.
When comparing the data for a sample set of organisations* over a five year period (January 2010 to December 2014), the average online donation in the UK has risen by 20%. The average online donation in 2014 was £63.69, up from £52.87 in 2010.
For the first time in 5 years the average online gift showed a year-on-year decrease, with the gift amount decreasing in 2014 by 8.6% compared with the 2013 average of £69.70. This can largely be explained by the impact of high-profile viral campaign the Ice Bucket Challenge. With MNDA removed from the figures, there is a 13% increase year-on-year with the new 2014 figure standing at £78.59, which is a 49% increase from 2010.
In 2014, November and December accounted on average for 33% of a not-for-profit’s total annual donations, which is a significant fall from 2013. If donations related to the Gaza Appeal, Ice Bucket Challenge and the Yes Scotland vote are excluded, November and December donations accounted for 43% of 2014 donations. This indicates that while Christmas is still a very important time of year for not-for-profits, one-off high profile campaigns can produce major results at any time of the year which then can impact Christmas giving figures.
For full details of the results please visit https://www.blackbaud.co.uk/ukonlinegivingtrends
*Data is collated and analysed by Blackbaud Europe across a sample of UK based not-for-profit organisations that includes charities, arts & culture as well as educational organisations, of varying sizes. Organisations fundraise through their own proprietary websites. Reported information may vary subject to new organisations that join or drop out of the control sample.