Online giving continues growth in 2008
Online donations grew 26 percent last year among a subsector of nonprofits, but the average gift size fell 21 percent, a new report says.
The average gift size was $71 in 2008, down $15 in 2007, for a group of 32 leading nonprofits analyzed in the 2009 eNonprofit Benchmarks Study compiled by, F+R Strategic Services and the Nonprofit Technology Network.
That decline in gift size was offset by a 43 jump in the number of online gifts in 2008.
"The good news is, online fundraising is still growing," Marc Ruben, vice president at M+R, says in a statement. "The bad news is, the pace of growth has slowed. More people are giving online, but they're giving less."
Open rates dropped to 16 percent from 17 percent last year, while click-through rates almost a half a percentage point to 2.4 percent.
The average number of emails sent to subscribers stayed about the same, at 3.5 per month.
Overall, response rates for fundraising emails remained flat at 0.12 percent, with appeals to previous donors garnering a response rate three times higher than that for non-donors.
Email lists grew 17 percent in 2008, slower than the 19 percent posted in 2007, with 19 percent of email addresses either bouncing or unsubscribing.
Key Findings• The total amount of money raised online increased by 26 percent from 2007 to 2008.
• The primary driver of the growth in the amount raised was the increase in the number of gifts, which went up by an astounding 43 percent! This was offset, however, by a 17 percent decline in average gift size, from $86 to $71.
• The response rate for fundraising emails held steady at 0.12 percent – but many
organizations sent more messages per recipient in 2008, which, when combined with
list growth and increases in unsolicited web giving, contributed to the overall growth in online giving.
• Gifts of under $250 accounted for 97 percent of all gifts but only 59 percent of total dollars raised by participating organizations in 2008. By contrast, gifts of $250 and greater made up just three percent of all gifts, but accounted for 41 percent of all revenue!
Online donations grew 26 percent last year among a subsector of nonprofits, but the average gift size fell 21 percent, a new report says.
The average gift size was $71 in 2008, down $15 in 2007, for a group of 32 leading nonprofits analyzed in the 2009 eNonprofit Benchmarks Study compiled by, F+R Strategic Services and the Nonprofit Technology Network.
That decline in gift size was offset by a 43 jump in the number of online gifts in 2008.
"The good news is, online fundraising is still growing," Marc Ruben, vice president at M+R, says in a statement. "The bad news is, the pace of growth has slowed. More people are giving online, but they're giving less."
Open rates dropped to 16 percent from 17 percent last year, while click-through rates almost a half a percentage point to 2.4 percent.
The average number of emails sent to subscribers stayed about the same, at 3.5 per month.
Overall, response rates for fundraising emails remained flat at 0.12 percent, with appeals to previous donors garnering a response rate three times higher than that for non-donors.
Email lists grew 17 percent in 2008, slower than the 19 percent posted in 2007, with 19 percent of email addresses either bouncing or unsubscribing.
Key Findings• The total amount of money raised online increased by 26 percent from 2007 to 2008.
• The primary driver of the growth in the amount raised was the increase in the number of gifts, which went up by an astounding 43 percent! This was offset, however, by a 17 percent decline in average gift size, from $86 to $71.
• The response rate for fundraising emails held steady at 0.12 percent – but many
organizations sent more messages per recipient in 2008, which, when combined with
list growth and increases in unsolicited web giving, contributed to the overall growth in online giving.
• Gifts of under $250 accounted for 97 percent of all gifts but only 59 percent of total dollars raised by participating organizations in 2008. By contrast, gifts of $250 and greater made up just three percent of all gifts, but accounted for 41 percent of all revenue!
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