Impact of Online Giving

More than 65 percent of donors use information from the Internet before giving, whether online or offline – and 40 percent always go online before giving, regardless of whether they give online or offline.

Roughly 19 percent of men and women who use the Internet donate to charity online – compared to banking online: 41 percent or shopping online: 67 percent

The number one reason donors say they give online is convenience. Other top reasons include giving quickly at times of crisis, making multiple gifts in one transaction through a giving portal, and seeing their overall giving history.

Online donors are generous. Whether due to income levels, the impulsive nature of online giving or the credit card effect, online donors give significantly more than offline donors.

In 2007, Offline-only donors who also received e-newsletters gave more than twice as much as did offline donors who did not receive electronic communication.

Online giving is growing exponentially each year, from $250 million in 2000 to more than $4.5 billion in 2005.