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t’s the season for a slew of reports analyzing last year’s online giving results. Convio released their 2010 Online Nonprofit Benchmark Study in March, based on results from nearly 500 clients. Its findings included:
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14% growth in online giving overall.
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69% of the organizations they looked at raised more online in 2009 than in 2008, while 31% raised less.
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Donors were still giving, but in smaller amounts. The average gift size was $80.80. Most organizations saw declines in average gift size
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Small organizations grew fastest. This has been the finding of several studies over the past few years, and isn’t surprising. When your list is small it’s easier to rack up big percentage gains.
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Email open rates remained steady at around 20% but click-through rates declined.
The Chronicle of Philanthropy’s annual assessment of online giving came out in April, based on data from 176 of the largest nonprofits in the U.S. Its findings included:
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The 151 nonprofits that provided data for both 2008 and 2009 reported that overall donations fell by a median of 9% while online gifts grew by 5%.
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As Convio found, average gift size declined. More than half of the nonprofits that reported the size of their average online gifts saw decreases in gift size.
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