Online fundraising strong in otherwise flat year
Nonprofits grew their total fundraising last year, with small nonprofits increasing the most. Also, online giving continues to have strong growth at 11 percent over the previous year, according to a new report by technology firm Blackbaud, Charleston, S.C.
The Charitable Giving Report looks at how nonprofit fundraising performed in 2012. The report draws from The Blackbaud Index, which tracks $8 billion in U.S.-based charitable giving on a monthly basis. Key findings include:
• Overall giving continued its slow recovery and grew approximately 2 percent in 2012
• Online giving grew by about 11 percent in 2012 compared to 2011 • • Online fundraising accounted for 7 percent of all giving in 2012, an increase from 2011
• Small nonprofits had the greatest increase in overall fundraising in 2012, while medium-sized organizations led online
• Giving throughout 2012 hovered on flat and Superstorm Sandy relief efforts helped boost year-end.
Nonprofits with annual total fundraising less than $1 million, grew their fundraising 7.3 percent compared to 2011. Medium-sized organizations, with annual total fundraising between $1 million and $10 million, had an increase of 2.7 percent in 2012. Fundraising by large organizations, with annual total fundraising more than $10 million, was up by only .3 percent.
Giving to faith-based organizations grew by 6.1 percent and education institutions also had a positive year with 1.9 percent growth in fundraising compared to 2011. These two sectors combine for 45 percent of charitable giving in the US. Arts and culture, as well as environment and animal welfare organizations were the only other sectors to experience fundraising growth in 2012.
International affairs, healthcare, and human services organizations struggled throughout 2012 to achieve fundraising growth. These three sectors all had negative growth rates in 2012 compared to 2011. Public and society organizations had a slight decrease in overall fundraising in 2012.
Medium-sized nonprofits led the way in online fundraising with a year-over-year increase of 14.3 percent. Small nonprofits grew their online fundraising 11.8 percent compared to 2011. Large organizations grew their online fundraising by 7.2 percent in 2012 compared to 2011.
Education organizations grew their online fundraising the most in 2012 with an increase of 17.9 percent. These nonprofits continued to have the largest growth rate for the second consecutive year. Nonprofits in the public and society benefit sector grew 17.1 percent and human services grew 15.7 percent. These organizations continued to demonstrate the need for support to donors during challenging economic times. Several of these organizations also saw online giving increase in relation to Superstorm Sandy relief efforts. Details: www.blackbaud.com.
