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The 2012 Charitable Giving Report

Steve MacLaughlin, director of Blackbaud’s Idea Lab, prepared the 2012 Charitable Giving Report. Blackbaud creates and supplies services and software for nonprofit groups. These products center on CRM, website management, analytics, ticketing, education administration, financial management, and fundraising.

Within the 1012 Report for 2012 is information about overall giving collected via 3,144 not-for-profit associations over a 24 month period. This amounts to $7.9 billion total, in fundraising. It also includes information about online giving, which contains data collected via 2,581 not-for-profit organizations. This represents $512 million from fundraising online. With so much information included in it, it’s safe to say that this is the biggest analysis of both online and offline fundraising by nonprofit organizations.

Overall Contributing Trends

According to the report, charitable donating in the U.S. in 2012 grew by 1.7%. This allowed large nonprofit organizations to grow by 0.3%, intermediate nonprofit organizations to grow by 2.7%, and smaller nonprofit organizations to grow by 7.3% in comparison to the matching period in the year 2011. The organizations that benefited the most from this were religious in nature. They increased by 6.1% while education institutions grew by 1.9%. Combined, religious and education organizations accounted for 45% of donations in the U.S. The sole other nonprofit sectors that experienced growth in their fundraising efforts throughout 2012 were arts, culture, environment, and welfare organizations.

Trends in Giving Online

In comparison to 2011, online giving increased by 10.7% in the year 2012. Throughout the year small organizations increased by 11.8%, medium organizations grew by 14.3% and large organizations grew by 7.2%. Education organizations profited the most here with a 17.9%. growth This is the second year in a row, in which education nonprofits enjoyed the highest growth rate.

Total Percentage of Fundraising from Giving Online

The Blackbaud Index of Online Giving data was used in examining the percentage of overall fundraising from giving online. They looked at how 2,025 bodies raised $4.8 billion. By doing so they discovered that online contributions amounted to 7% of their overall fundraising efforts. This was a 6.3% increase from 2011 and neared the 2010 record amount of 7.6%. It was in this year that online giving surged because of relief efforts for the Haitian earthquake.

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