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Fundraising grows online, overall


Online revenue grew 23 percent and overall fundraising grew 6.2 percent for the three months ended in May, compared to the same period a year ago, two new indexes say.

The inaugural Blackbaud Index of Online Giving, which will be published monthly, also found a 13.1 percent increase in online revenue over three months for nonprofits that raised less than $1 million over the previous year, a 21.3 increase for those that raised $1 million to $10 million, and a 28 percent increase for those that raised over $10 million.

Additional new data shows retention of donors acquired online is nearly as good as for donors acquired by mail, Nick Allen, chief strategy officer for Donordigital says in a statement.

Nonprofits’ online programs acquire higher-value donors, attract younger donors and generate acquisition gifts that typically are twice as large or larger than mail gifts, with a higher lifetime value, Allen says.

The separate Blackbaud Index of Charitable Giving, launched in June, reported a 6.2 percent growth in overall fundraising for the three months ended May 31, compared to the same period a year ago.

The inaugural index reported last month that overall fundraising had grown 12.1 percent for the three months ended in May, compared to the same period a year earlier.

The charitable-giving index also found overall revenue grew 8.6 percent in the three-month period through May for small nonprofits, fell 0.7 percent for medium nonprofits, and grew 8.7 percent for large nonprofits.

The online-giving index reflects trends at nearly 1,800 nonprofits that raised a total of $399 million online over 12 months using a variety of fundraising systems from Blackbaud and other vendors.

The index for overall charitable giving reflects trends at 1,400 nonprofits representing $2.2 billion in annual revenue.

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