Average online donations in December up 14 per cent over the past three years

Figures from the fundraising software company Blackbaud show the total online donations made last month were £2.6m and the average online gift was £64.10

Online giving
Online giving

The average amount donated to charity online in December has increased by 14 per cent over the past three years, according to new figures from the fundraising software company Blackbaud.

The firm analysed the online fundraising pages of its charity customers and found that the average online gift was £64.10 in December 2013, compared with £56.27 in December 2010.

The figures show that total online donations were £2.6m in December 2013, compared with £914,587 in December 2010. But the number of charities using Blackbaud’s online giving platform increased over the same period from 93 to 124.

The figures indicate that people give much more in December than in January. The average amount raised by each charity using the platform was £6,428 in January 2013, but £21,052 the following December.

Blackbaud found that the proportion of each charity’s total annual online donations that were received in November and December had increased over the past three years. In 2010, these two months accounted for 31.7 per cent of total online donations, compared with 39 per cent in 2013.

Elliot Gowans, general manager of core markets at Blackbaud Europe, said that tapping into the mood of giving at Christmas was crucial for charities.

"Their fundraising campaigns should be planned and structured accordingly, to ensure they make the most of their supporters’ Christmas generosity," he said.

The online fundraising site JustGiving said its Christmas Day statistics showed the importance of having a website optimised for use by mobile devices.

A JustGiving spokeswoman said 63 per cent of visits to the site were though mobile and tablet devices in 2013, compared with 34 per cent in 2012. Visits to JustGiving on Christmas Day using desktop computers were down to 45 per cent last month from 66 per cent the previous year.

Jenna Pudelek

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