Looking for the latest online giving stats and trends? We’ve got you covered.
Charitable Giving Statistics
$390 billion was given to charitable causes in 2016.
Charity Donation Statistics
- Giving to all nine major types of charitable organizations increased in 2016.
- Education giving saw relatively slower growth (3.6 percent) compared to the strong growth rates experienced in most post-recession years. In each of the years 2014 and 2015 education giving grew by more than 8 percent.
- Giving to international affairs, human services and public-society benefit organizations all grew. This growth is in spite of relatively few widely publicized natural disasters, which often increase contributions to these types of organizations.
- Environment and animals charities; arts, culture and humanities organizations; international affairs nonprofits; and health causes experienced the largest jumps in contributions.
Online Giving For Churches
- 49% of all church giving transactions are made with a card.
- 8/10 people who give to churches have zero credit debt.
- 60% are willing to give to their church digitally.
- Tithers make up only 10-25 percent of a normal congregation.
- Churches that accept tithing online increase overall donations by 32%.
- Only 5% tithe, and 80% of Americans only give 2% of their income.
- Christians are giving at 2.5% of income; during the Great Depression it was 3.3%.
- Only 3-5% of Americans who give to their local church do so through regular tithing.
- When surveyed, 17% of Americans state that they regularly tithe.
- For families making $75k+, 1% of them gave at least 10% in tithing.
- 3 out of 4 people who don’t go to church make donations to nonprofit organizations.
- The average giving by adults who attend US Protestant churches is about $17 a week.
- 37% of regular church attendees and Evangelicals don’t give money to church.
- 17% of American families have reduced the amount that they give to their local church.
- 7% of church goers have dropped regular giving by 20% or more.
- About 10 million tithers in the US donate $50 billion yearly to church & non-profits.
- 77% of those who tithe give 11%–20% or more of their income, far more than the baseline of 10%.
- 7 out of 10 tithers do so based on their gross and not their net income.
Volunteering Statistics & Trends
- Approximately 63 million Americans — 25% of the adult population — volunteer their time, talents, and energy to making a difference.
- The 2016 national value of volunteer time is $24.14 per hour. In other words, Americans contribute $193 billion of their time to our communities.
- The volunteer rate declined by 0.4% to 24.9% in 2016.
- Women volunteer at higher rates (27.8%) than men (21.8%).
- People aged 35-44 and 45-54 are most likely to volunteer (28.9% and 28% respectively) while 20-24 year olds have the lowest rates (18.4%).
- On average, people spend an average of 52 hours per year volunteering their time.
- 72% of volunteers are involved with only one organization, while 18.3% are involved with two.
- The top four national volunteer activities are food collection or distribution (24.2%), fundraising or selling items to raise money (23.9%), general labor or transportation (18.8%), and tutoring or teaching (17.9%).
- The top four volunteer areas are for religious (34.1%), educational (26%), social service (14.9%), and health (7.3%) organizations.
- 42.1% of people became volunteers with their main organization after being asked to volunteer.
Giving Tuesday 2017
- Giving Tuesday raised $274 million dollars online.
- Giving Tuesday also continues to grow year over year:
- 2012: $10.1 million
- 2013: $28 million
- 2014: $45.7 million
- 2015: $116.7 million
- 2016: $168-$177 million
- 2017: $274 million
- The online average gift amounts exceeded $134
- 17% of online donation form views were on a mobile device.
- Faith-based nonprofits now receive the largest percentage of #GivingTuesday online donations.
- $45 million was raised by nonprofits through Facebook fundraisers on Giving Tuesday
- Top five issues discussed: public & societal benefit, human services, education, health, environment & animals.
- Total charitable giving grew 4.1% in 2016 and is expected to increase 4.6% in 2017.
- Americans gave $389.05 billion in 2016. This reflects a 4.2% increase from 2015.
- Corporate giving in 2016 increased to $18.55 billion – a 3.5% increase from 2015.
- Foundation giving in 2016 increased to $58.28 billion – a 3.5% increase from 2015.
- In 2016, the largest source of charitable giving came from individuals at $281.86 billion, or 72% of total giving; followed by foundations ($58.28 billion/15%), bequests ($30.36 billion/8%), and corporations ($18.55 billion/5%).
- In 2016, the majority of charitable dollars went to religion (32%), education (16%), human services (12%), grantmaking foundations (11%), and health (9%).
- Environmental and animal organizations experienced the largest giving increase in 2016, receiving 7.2% more than the previous year.
- Charitable giving accounted for 2.1% of gross domestic product in 2016.
- Historically, charitable giving rises about one-third as fast as the stock market.
- Approximately 91% of high net worth households give to charity.
- On average, high net worth donors gave $25,509 to charity in 2015. By comparison, general population households gave $2,520 on average.
General Charitable Giving Statistics
- 30% of annual giving occurs in December.
- 10% of annual giving occurs on the last 3 days of the year.
- 77% believe everyone can make a difference by supporting causes.
- 4.5 is the average number of charities each person supports.
- 64% of donations are made by women.
- 69% of the population gives.
Online Charity Donations Continue To Grow
- Online giving grew 7.9% in 2016.
- Online giving has seen consistent year over year growth:
- 2012: $19.2 billion
- 2013: $21.2 billion
- 2014: $24.1 billion
- 2015: $25.8 billion
- 2016: $27.8 billion
- 2017: $31 billion (expected)
- $128 dollars is the average online donation amount.
- $326 dollars is the average annual donation total for recurring donors.
- 67% of nonprofits across the globe are set up to accept online donations.
- On December 31st, online giving is concentrated between 12 PM and 7 PM.
- On December 31%, online giving is concentrated between 12PM – 7PM.
- Custom-branded donation pages nested inside a nonprofit’s website raise 6X more money.
Online Fundraising Statistics
- Overall revenue from online fundraising grew by 14% in 2016.
- Remarketing on Facebook, Google Adsense, Twitter, or LinkedIn can increase traffic to your donation pages.
- In one case study, a nonprofit used Custom Facebook Audiences to drive 63% more online donations.
- Revenue from monthly giving grew 23% compared to 13% growth for one-time giving.
- Pre-selecting monthly giving on your donation page can increase conversions of monthly donations by up to 35%.
- Email messaging accounted for 26% of all online revenue.
- The average revenue raised per 1,000 fundraising messages delivered was $36.
- Live Chat Support increase audience engagement rates to drive 45% more opt-in conversions.
Online Crowdfunding Statistics
- $9,237.55 is the average amount a nonprofit crowdfunding campaign raises.
- $568 is the average amount individuals raise through crowdfunding.
- An average of 8 people donate to an individual crowdfunding campaign.
- The average donation size to a crowdfunding campaign is $66.
- 17% of crowdfunding donations are made on mobile devices.
- Campaigns that can gain 30% of their goal within the first week are more likely to succeed.
- Social Media is a critical factor in crowdfunding success: for every order of magnitude increase in Facebook friends (10, 100, 1000), the probability of success increases drastically (from 9%-, 20%, to 40%).
- Individuals ages 24-35 are much more likely to participate in crowdfunding campaigns; those over 45 are significantly less likely to back campaigns.
- There’s an average of a 35% increase in giving when there’s a crowdfunding thermometer.
- 62% of donors who give to crowdfunding campaigns are new to crowdfunding.
- 300-500; the average word count in the campaign description for projects that raise the most money.
- Campaign owners raise 3X more if they update supporters every 5 days.
- The average number of updates that a successful campaign owner posts is 4.
- Crowdfunding campaigns get 126% more donations when owners update supporters.
- Campaigns that are shared fewer than 2 times have a 97% chance of failure.
- Crowdfunding campaigns with personal videos raise 150% than those that don’t have videos.
- Over half of people who receive an email about a crowdfunding campaign made a donation.
Generational Giving Online
- Millennials are 25.9% of US population
- 11% of total US giving comes from Millennials
- 84% of Millennials give to charity, donating an annual average of $481 across 3.3 organizations.
- Millennials are active on their phones and respond best to text message and social media, but rarely check personal email or respond to voice calls.
- Millennials are most likely to contribute to work sponsored initiatives, donate via mobile and watch online videos before making a gift.
- 47% of Millennials gave through an organization’s website in 2016.
- Gen Xers are 20.4% of US population
- Gen Xers are most likely to fundraise on behalf of a cause, make a pledge, and volunteer their time to an organization.
- Gen X prefers text messages or voice calls. These donors regularly check email and stay up to date on social media feeds.
- Email prompted 31% of online donations made by Gen Xers
- 59% of Gen Zs are inspired to donate to charity by a message/image they saw on social media.
- Baby Boomers represent 23.6% of the US populations
- 24% of Boomers say they were promoted to give an online donation because of direct mail they received.
- 72% of Boomers give to charity, donating an annual average of $1,212 across 4.5 organizations.
- Boomers answer voice calls, check email regularly, and also use text messaging and social media. Though initially slow to adopt new technology, they take to it quickly once they do.
- Boomers are most likely to make recurring donations on a monthly, quarterly or yearly basis.
- Greatest Gen is 11.8% of the US population.
- 30% of donors aged 75+ say they have given online in the last 12 months and on average give 25% more frequently than younger generations.
- 88% of the Greatest gen gives to charity, donating an annual average of $1,367 across 6.2 organizations.
- They represent 26% of total US giving
- Greatest prefer voice calls and direct mail. These donors are late adopters of email and do not typically use text messaging or social media.
- Greatest are most likely to give through direct mail campaigns and donate physical goods.
Monthly Giving Statistics
- The average monthly online donation is $52 ($624 per year) compared to the average one-time gift of $128.
- Monthly online giving grew 32% from the previous year.
- Donors that set up recurring donations give 42% more annually, compared to one-time donations.
- 52% of Millennials are more likely to give monthly over a large one-time donation.
General Online Giving Statistics
- Only 3% of charities rate their board and executive leadership as being digitally savvy.
- 66% of charities are worried they will miss out on opportunities for digital fundraising.
- Direct mail motivated 36% more donors to give online in 2016 compared to previous year.
- 51% of high-wealth donors ($200k+) prefer to give online.
- 34% of nonprofits have paid for advertising on social media.
- 21% of donations are directly through social.
Social Media Giving Statistics
55% of people who engage with nonprofits on social media end up taking some sort of action.
- In an average month, 8 out of 10 18-49 year-olds watch YouTube.
- Among millennials, YouTube accounts for 2/3rds of the premium online video watched across devices
- More than half of YouTube views come from mobile devices
- The average mobile viewing session lasts more than 40 minutes
- The most viewed brand videos are on average 31–60 seconds long (32% of all views)
- In 2015, 18-49 year-olds spent 4% less time watching TV while time on YouTube went up 74%
- 28% of nonprofits are on Youtube.
- 6 billion nonprofit videos viewed in 2016.
- 57% of people who watch nonprofit videos go on to make a donation.
- 68% of nonprofit video watchers view similar videos within 30 days.
- 36% of online adults ages 18-29 are on the social network.
- 80% of active users access Twitter via mobile.
- 60% of consumers expect brands to respond to their query within the hour, but the average is 1 hour 24 minutes.
- 55% of people who engage with nonprofits on Twitter end up taking some sort of action.
- Twitter users send 700% more visitors to donation pages on Giving Tuesday than on a typical day.
- 77% of Twitter users feel more positive about a brand when their Tweet has been replied to.
- Companies using Twitter for customer service see a 19% lift in customer satisfaction.
- Tweets with images receive 18% more click throughs, 89% more likes, and 150% more retweets.
- 23% of pastors use Twitter.
- About 1 in 5 churches use Twitter (21%).
- 44% of churches that have an average attendance of more than 250 use Twitter.
- 9% of those actively involved in church use Twitter.
General Social Giving Statistics
- 55% of people who engage with nonprofits on social media end up taking some sort of action.
- 59% of those people donate money.
- 53% volunteer.
- 52% donate clothing, food, or other personal items.
- 43% attend or participate in charitable events in their community because of social media.
- 40% subsequently purchase a product that benefits that charity.
- 25% contact their political representatives either by phone, letter, or email after engaging with a cause on social media.
- 15% organize their own events in their community afterward.
- For every 1,000 email subscribers, nonprofits have an average of 199 Facebook followers, 110 Twitter followers, and 13 mobile subscribers.
- Nonprofits have claimed Facebook as the most important social media for their causes, with Twitter in a close second place, and YouTube in third place.
- Nonprofits share a daily average of 1.2 updates on Facebook and 5.3 Tweets.
- 46.1% of churches say that using social media is their most effective method of outreach.
- 30% of nonprofits use Instagram to raise money and awareness.
- 6 in 10 online adults ages 18-29 use Instagram.
- 75% of Instagram users take action, such as visiting a website or making a purchase after looking at an Instagram advertising post.
- 26% of Instagram users make more than $75,000 per year.
- 67% of Pinterest users are under the age of 40.
- 75% of Pinterest usage takes place on mobile devices.
- 93% of Pinners shopped online in the past 6 months.
- Pins with prices get 36% more likes than those without.
- 87% of Pinners have purchased a product because of Pinterest.
- About 70% of Pinners are saving or clicking on Pins not just visiting.
- 29% of nonprofits have Pinterest.
- The words “DIY,” “Cup,” and “Recipe,” resonate most.
- 42% of marketers report that Facebook is critical or important to their business.
- 93% of social marketers use Facebook advertise regularly.
- Facebook refers 29.4% of traffic to donation pages on #GivingTuesday.
- More than 29% of mobile donation traffic on Giving Tuesday came from Facebook.
- In an average peer-to-peer fundraising campaign, 15-18% of donations are referred directly from Facebook.
- 84% of FaceBook users share to show their support for a cause and highlight issues that are important to them.
- Daily watch time for Facebook Live broadcasts grew 4x over the course of 2016.
- On Thursdays and Fridays, engagement is 18% higher.
- Nonprofits share an average of 1.2 Facebook updates and upwards of 5.3 Twitter updates per day.
- Snapchat nearly triples their user base in 3 years from 60 million in 2014 to 173 million in 2017.
- 70% of Snapchat’s users are under the age of 24.
- 54% use Snapchat daily.
- Daily Snapchat visitors use the app 25-30 times per day.
- Sending instant gratification snaps to donors could be a good way to give a ” quick thanks for your support” followed by a real donor thank you letter.
Mobile Giving Statistics
Responsive design doubles giving on mobile devices.
Mobile Fundraising Statistics
- By 2018, mobile devices will account for 57% of all Internet traffic.
- In the last year, the percentage of smartphone owners making mobile payments grew by 36%.
- 39% of smartphone owners indicated that they had used their phones to pay at least one bill in the past month, which equates to 53 million adult individuals.
- 79% of people said that they would increase their usage of mobile payments if discounts or coupons were offered.
- 1 in 4 donors use mobile devices to discover nonprofits they were previously unaware of.
- 25% of donors complete their donations on mobile devices.
- 44% of millennials said that would rather use their mobile phones than use cash to pay for small items.
- In the past year, mobile giving donations have increased 205%.
- 51% of people who visit a nonprofit’s website do so on a mobile device.
- Overall giving increased 4% last year.
- Faith-based organizations saw the greatest increase in giving with an 18.1% increase in online donations.
- By the end of last year, 1.4 billion people worldwide donated money to nonprofit organizations.
- 64% of mobile donations come from women.
- Nearly three-fourths of the entire population of the United States donates to charity in some form or another on a regular basis (69%).
- By incorporating mobile-responsive design to their websites, nonprofits can increase their donations by 126% on average.
- An express checkout option on a website can increase mobile sales and donations by up to 55%.
- 30% of all annual giving occurs in December, and 10% of that happens within the last three days of the year.
- Custom-branded donation pages on a nonprofit’s website help raise up to 6 times as much money on average.
Mobile Donation Pledge Stats
- The average mobile donation pledge for fundraising events is $167.
- 84% of event fundraising pledges are fulfilled.
- The largest fulfilled mobile donation pledge to-date was $20,000.
- The largest single donation pledged was $10,000.
- The highest pledge for an event last year was $109,590 (223 pledges)
- 51% of mobile pledges came from call centers.
- 49% came from text links
Mobile Donation & Communication Statistics
- 117% is the average mobile subscription rate
- 54 % of nonprofit emails are read on mobile
- 58% of nonprofit social media happens on mobile
- 95% mobile phone adoption rate for US adults
- 81% smartphone adoption rate for US adults
- 51% of US donors do not have a landline
- 11% of Americans change their address each year
Text-To-Give Mobile Statistics
- The average donation size for text-to-donate fundraisers is $107.
- 90% of text message reminders are read in 3 minutes
- Responsive design doubles giving on mobile devices.
- Over $43 million was raised by the Red Cross’s Haiti earthquake relief text-to-give campaign.
- More than half of the Haiti donors surveyed have made text message contributions to other disaster relief efforts since their Haiti donation.
- More than 50% of the Text-to-Haiti donors made their donations shortly after learning about the campaign.
- Text donors are most likely to be between 49 and 59 years old, female, married, and college graduates.
- 91% of American adults own a smartphone.
- 41% of people still have a landline.
- It takes 90 seconds to respond to a text, versus 90 minutes by e-mail.
- 7 out of 10 churchgoers use text messaging.
Email & Direct Mail Statistics
Email results in 1/3 of online fundraising revenue.
Email Fundraising Statistics
- Direct mail fundraising is 245 times more expensive than email.
- For every 1,000 fundraising emails a nonprofit sends, it will raise an average of $17.
- Walk/run/cycling event fundraisers who send more than 15 emails raise 76% more than non-email senders.
- Email results in 1/3 of online fundraising revenue.
- 79% of fundraising emails do not personalize their “To” line with a first and last name.
General Email Marketing Statistics
- 13% of emails are opened and read within five minutes.
- 17% of people who send their support from email are doing so on a mobile device.
- The open rate for nonprofit emails specifically is between 15% and 18% on average.
- Emails with social sharing options increase click-through rates by 158%.
Direct Mailing Statistics
- The volume of direct mail went down to 149.4 billion in 2016, but direct mail as a percentage of all mail went up.
- Direct mail response rates in 2016 were 5.3% for house file and 2.9% for prospect lists.
- At 6.6%, oversized envelopes have the greatest household response rates over other mediums (followed by postcards at 5.7% and letter-sized envelopes at 4.3%).
- At 37%, oversized envelopes have the greatest household return on investment over other mediums (followed by postcards and letter-sized envelopes at 29%).
- The top response rate tracking methods are online tracking such as PURLs (61%), call center or telephone (53%), and code or coupon (42%).
- For every $167 spent of direct mail in the US, marketers sell $2095 in goods.
- Adding a person’s name and full color in the direct mail can increase response by 135%.
- Adding a person’s name, full color and more sophisticated database information can increase the response rate by up to 500% vs not doing any of these things.
- Targeting customers on a 1:1 level increases response rates up to 50% or more.
- 40% of a direct marketing campaign’s success is in the data.
- 73% of firms aspire to be data-driven but only 29% of firms succeed at turning data into action.
Direct Mail & Digital Work Together
- It can take up to 18-20 touchpoints to reach a customer for the first time.
- 90% visit website first before calling.
- 96% leave without making a purchase.
- Direct mail with digital ads yields 28% higher conversion rate.
- Marketing campaigns that used direct mail and 1 or more digital media experienced 118% lift in response rate compared to using direct mail only.
- Website visitors who are retargeted are 70% more likely to convert.
- 26% of customers will return to a site through retargeting.