2012 Digital Giving Index

Network for Good. 2012 YEAR IN REVIEW THE DIGITAL GIVING INDEX INSIGHTS AND TRENDS ON $163 MILLION IN DONATIONS TO 40,000 CHARITIES GIVING IS GOING DIGITAL $788 MILLION IN DONATIONS FOR 80,000 CHARITIES 2001-2012 10, of people gave 4% online in 2002 of people gave 65% online in 2012 $163 million in 2012 2001 2012 * Sources listed below GIVING BEHAVIOR VARIES ACROSS CHANNELS GENERIC GIVING PAGE BRANDED GIVING PAGE PORTAL GIVING SOCIAL GIVING 20%-30% smaller average gifts than on branded giving pages 6x more dollars raised than on generic giving pages Marked growth in donations for December and in the Driven by giving events and personal peer-to-peer fundraising campaigns wake of natural disasters $95 $127 $113 $67 8% of overall giving Avg gift size 59% of overall giving 12% of overall giving 13% of overall giving Avg gift size Avg gift size Avg gift size DONATION DOLLAR INDEX 2011 VS. 2012 OVERALL GIVING A 18% 67% PORTAL GIVING 0% of donations were made through charity giving pages GENERIC GIVING PAGE 4% BRANDED GIVING PAGE + 20% SOCIAL GIVING 1 21% GENEROUS PROCRASTINATORS DOMINATE IN DECEMBER 30% 10% On December 31st, online giving is concentrated between of annual giving occurs in December of annual giving occurs on the last 3 days of the year 12 PM - 7PM 2012 2011 2010 In the last few days of the year, average gift sizes increase by as much as 50%, with an especially high spike via charity giving pages. MONTH OF DECEMBER ONLINE GIVING SPIKES FOR DECEMBER AND DISASTER RELIEF Haiti Earthquake Japan Earthquake Superstorm Sandy 2010 2011 2012 2013 DATA SOURCES CHARITY WEBSITES NOTES Many charities use Network for Good as the giving engine behind their websites. There are two types of charity website giving experiences: All data courtesy of Network for Good Growth rates for Overall Giving, Generic Charity Giving Pages, Branded Charity Giving Pages, Portal Giving and Social Giving channels are based on a consistent sample of partners and nonprofit customers year over year. + A charity website with a generic giving page that does not visually match the charity's website but goes to a Network for Good-branded multi-step checkout process featuring the charity's name and address. Growth rates exclude one-time donation events: 2012 Superstorm Sandy response A charity website with a branded giving page that is integrated with the charity's own website. Other than the NetworkForGood.org URL, it is not evident that the donor has left the charity's website to make a gift. FOOTNOTES 4% of internet users made an online donation at one time. Morris, Stephen and John Horrigan. *13 Million Americans made donations online after Hurricanes Katrina and Rita." Pew Internet & PORTAL GIVING American Life Project, November 25, 2005. Network for Good powers giving portals, where donors can search and support any charity registered with the IRS. These include NetworkForGood.org, Charity Navigator and the Capital One® No Hassle Giving Site, among others. http://www.pewinternet.org/Reports/2005/13-million-Americans-m ade-donations-online-after-Hurricanes-Katrina-and-Rita.aspx, accessed on January 23, 2013. "U.S. Census Bureau QuickFacts." Last revised January 10, 2013. http://quickfacts.census.gov/qfd/states/00000.html SOCIAL GIVING 65% of Cygnus Survey respondents plan to make at least one gift online on a charity's website this year. Network for Good powers social networks for social god, where donors can give to many charities and, in many cases, fundraise among their friends and family. Such sites include Causes.com, Crowdrise and SixDegrees.org, among others. Burk, Penelope. "The Cygnus Donor Survey...Where Philanthropy is Headed in 2011." Cygnus Applied Research, Inc., October 2011. http://www.cygresearch.com/files/free/US-2011-Cygnus-Donor-Su rvey_Report-Executive_Summary.pdf, accessed on January 23, 2013. OTHER Note from researcher: 8% of giving via the Network for Good giving system in 2012 included employee giving and other donations to As there is generally not sufficient movement on issues of this kind between one year and the next, the 2011 information to be considered reliable for about 3 years. The research will likely revisit this statistic in the 2014 CDS Study. partners not captured in this Index analysis. Quarterly updates to this Index are available at www.onlinegivingstudy.org/quarterlyindex Network for Good, www.NetworkForGood.org December Disaster December Disaster December SNOITIIN Disaster December