2013 Charitable Giving Trends
The 2013 Charitable Giving Report from software and services provider Blackbaud summarizes its 2013 charitable giving data for the nonprofit and education sectors.
Blackbaud tracks arts and culture nonprofits, along with education, environment and animal welfare, faith-based, healthcare, human services, international affairs, plus public and society benefit organizations. Findings in report summarize data from 4,129 nonprofit organizations and more than $12.5 billion in fundraising revenue.
“It was a very healthy year,” said Chuck Longfield, Blackbaud’s chief scientist and founder of The Blackbaud Index.
In 2013, overall charitable giving increased by 4.9%, ranging from 5.7% growth for large nonprofits down to 3.6% growth for small organizations. International Affairs organizations had the largest growth in overall giving with a 13.2% increase followed by environment and animal welfare organizations, with an 8.6% growth rate.
As it was in 2012, more than one-third of overall charitable giving occurs in the last three months of the year.
Summary of Overall Giving Growth
- Giving to Small Nonprofits (Less than $1M*) increased 3.6%
- Donations to Medium Nonprofits ($1M – $10M*) grew 3.8%
- Large Nonprofits ($10M+*) experienced to largest jump, with an increase of 5.7%
*Annual total fundraising revenue
Click to enlarge. (Courtesy Blackbaud)
Online Giving
The report also contains the online giving data from 3,359 nonprofits and over $1.7 billion in online fundraising revenue. In 2013, online donations accounted for 6.4% of all giving. Small organizations, with less than $1 million in yearly fundraising revenue, received 7.8% of their contributions online while large and medium organizations received 6.8%, and 5.4%, respectively.
Percentage of Total Fundraising Acquired Online Giving
- Small 7.8%
- Large 6.8%
- Medium 5.4%
In 2012, online giving grew 10.7%. In 2013, the trend continued with overall online giving growing another 13.5%. Small nonprofits enjoyed the largest growth rate, 18.4%, followed by large charities with 12.7% growth and finally, medium organizations with 11.3% growth. Faith based organizations had the largest growth with an 18.1% increase.
Medical research groups raised 18.2% of their total fundraising dollars online, but healthcare nonprofits raise only 3.5% through online giving.
Online donations on #GivingTuesday, the national day of giving that occurred on December 3, 2013, increased a startling 90% over 2012 figures. Blackbaud handled over $19.2 million in online donations on #GivingTuesday last year. In 2012, the average #GivingTuesday donation was $101.60. It 2013 it was $142.05, a 40% increase.
Online Giving Growth by Sector
- Faith-based organizations grew the most in 2013 with an 18.1% increase over 2012
- Healthcare increased online giving 14.5%
- Educational organizations increased online charitable giving by 14.4%
- Environment and Animal Welfare online donations grew by 13.3%
- The Medical Research sector had the smallest growth rate, a 4.9% increase