Online giving platform Network for Good just released their Digital Giving Index update for the first quarter of 2012, which includes trends and analysis for $25 million in donations to more than 200,000 charities. This includes donations to Network for Good’s nonprofit customers through their own websites, and to other nonprofits through more than 35 corporate partner websites and Network for Good’s two giving portals, www.NetworkforGood.org and www.SixDegrees.org.
The Digital Giving Index shows information on changes in online giving, breakdown of donation dollars, and average gift size by channel. Giving channels in the study include: individual charity websites, charity portals, social giving (peer-to-peer) websites, and applications. Major takeaways:
Online giving increased across all channels in Q1 of 2012, and total online giving rose 16%.
- Charity Websites donations across generic (doesn’t look like the nonprofit’s website) and branded charity websites saw growth at 12% and 36% respectively.
- Portal Giving grew 3%. This was in line with expectations of modest growth since portal giving usually keeps a steady pace.
- Social giving saw an increase of 20%. This includes giving events (giving challenges and cause marketing campaigns), and personal fundraising campaigns where individuals may ask family or friends to support their favorite charity.
Most charitable giving through the Network for Good platform happens via charity websites, followed by social giving and portal networks.
- Giving through charity websites continues to make up over 60% of total dollars raised in 2012, holding onto the title of most popular giving channel for yet another quarter. It fell only slightly to 65% from 68% over the same period in 2011.
- Social giving in 2012 continues to stay steady around 20%, but is expected to increase since peer-to-peer giving is gaining in popularity.
- Portal giving is remains around 10% — not much of a change from 2011. This number does not take into account the month of December or large scale natural disasters, during which portal giving can reach 25% of giving.
Branded pages still see larger and more frequent donations than their generic counterparts.
Average gift size grew for both generic and branded donation pages in Q1 of 2012, however average gifts on branded donation pages tend to be around 20% larger than on generic donation pages ($104 v. $82). When charities produce a donation experience for their supporters that reinforce and solidify their brand, their average gifts increase over time.
Gift sizes continue to increase for portal giving, and have increased dramatically for social giving.
The dollar amounts contributed through portal giving increased by $10 (still excluding natural disasters), from $94 in the first quarter of 2011 to $104 in the first quarter of 2012. Witn the exception of natural disaster response, portal giving donations are usually made by donors that want to manage all of their charitable giving in one place.
The average gift size of social giving for Q1 of 2012 grew by 90% since 2011. Social fundraising is characterized by lower dollar gifts, but the size has been gradually growing from just under $40 in Q1 of 2010 to $100 in Q1 of 2012. This shows that event-based personal fundraising is on the rise; family and friend connections are proving to make social giving a viable alternative.
These are just the highlights from the first quarter report, so be sure to check it out for yourself to get the full set of statistics and insights!
Chanell Turner, Program and Social Media Intern, Foundation Center-Atlanta