Average online donations 'up by 21 per cent'

Research commissioned by the Institute of Fundraising shows the average online gift to charities last year was about £64

Findings from the research
Findings from the research

- This story was corrected on 30 July; please see final paragraph

The average online donation to UK charities has increased by 21 per cent over the past three years, to £64.07, according to research by the fundraising software company Blackbaud.

The Institute of Fundraising commissioned Blackbaud to carry out the analysis of a range of UK charities. It also included not-for-profit organisations in the arts and education sectors.

A spokesman for the company said it analysed figures from an average of 53 charities a month in 2010, 49 a month in 2011, and 82 a month in 2012. Many of the same charities were analysed each year, he said.

Data from the organisations’ online fundraising pages shows the average gift in 2010 was £52.87, £55.61 in 2011 and £64.07 last year.

But researchers said the average amount was higher than that shown by other studies, because people tend to donate significantly higher amounts to charities in the education sector.

There was an average 2 per cent fall in the total number of donations to the organisations surveyed between 2011 and 2010, after a 10 per cent increase between 2010 and 2011. Total average revenues increased by 8 per cent over the three-year period.  

The researchers found that the organisations received more than 30 per cent of their annual online giving income in November and December.

Elliot Gowans, sales director at Blackbaud Europe, said: "While the average online gift is higher than one might have expected because of the inclusion of educational establishments in the analysis, the total amount raised from online giving is still showing definite growth, proving that online is strengthening its position as a key donation channel with UK not-for-profits."

She warned that charities that did not allow people to donate to them online could be missing out on significant income.

- The story originally said that the charities surveyed were in the arts and education sectors.

Jenna Pudelek

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