While this year’s report offers year-over-year statistics on giving consistent with past reports, it also includes deeper analysis of the largest data set of donations and more context around the numbers than ever before to help social good organizations navigate and thrive in the ever-changing charitable giving landscape.
Additional new features to the Charitable Giving Report, include:
- Insight into how to use trend data to benchmark.
- Highlights of the practices organizations should be using to ensure they can continue to attract, engage and retain donors to achieve greater success in 2020 and beyond.
- More data by subsector to provide organizations with a clearer picture of how they’re benchmarking against similar organizations, such as the average gift size and the average online gift size by subsector.
- A view of the three-year trends in overall and online giving by organization size and subsector to uncover long-term trends.
“We created the Blackbaud Institute to lead groundbreaking research and insights to equip a thriving social good sector for impact. The Charitable Giving Report isn’t just a compilation of interesting statistics, tables and charts—it provides an opportunity to see where giving is—and more importantly where it can go if leaders use this data to inform their decisions,” said Steve MacLaughlin, Blackbaud’s vice president of product management and senior advisor to the Blackbaud Institute. “This year, we’ve taken a broader view of giving trends to provide a more representative perspective of what is happening with charitable giving, and it reveals charitable giving is continuing to evolve with our changing world. In the last year alone, online donations have increased nearly 7% and more than a quarter of those online donations come from a mobile device.”
The 2019 Charitable Giving Report includes giving data from 8,210 nonprofit organizations representing $36.3 billion in fundraising revenue as well as online giving data from 5,204 nonprofit organizations representing $2.7 billion in online fundraising revenue.
Key Giving Trends from the Charitable Giving Report:
- A 3-year view of fundraising from the same organizations reveals a 5.1% growth in overall giving and an increase of nearly 10% for online donations.
- Online giving in 2019 grew 6.8% year-over-year for the 5,204 nonprofit organizations in the analysis, while overall giving in 2019 grew 1.0% for the 8,210 nonprofit organizations included in the report.
- The percentage of fundraising from online giving continues to grow with 8.7% of total fundraising stemming from online giving in 2019. Additionally, small nonprofits continued to show the largest year-over-year growth in percentage of total fundraising stemming from online giving.
- In 2019, an estimated 26% of online donations were made using mobile devices. This has grown steadily since 2014 when it was just 9% of online donations.
- While the median donation amount for gifts below $1,000 in the U.S. has remained steady at $20 for years, the median donation amount for gifts above $1,000 in the U.S. has more than doubled since 2016, now clocking in at $2,500.
- The average donor age in the U.S. remains largely unchanged at 63, which has been consistent since 2016.
Read the full 2019 Charitable Giving Report at BlackbaudInstitute.com/CharitableGiving. In addition to this report, view additional resources from the Blackbaud Institute, including The Explorer, the premier online knowledge base for information and statistics about social good. The Explorer gives users the ability to easily and quickly search and access the social good statistics and best practices that matter to them by pulling the latest data and trends from the sector’s most credible sources. The content is regularly updated and is available free, like all Blackbaud Institute resources, as part of Blackbaud’s give‑back philosophy.