Online giving in the UK rose 2.2 per cent during 2016 while overall giving rose 2.8 per cent, according to the fifth Charitable Giving Report from the fundraising software provider Blackbaud.
The report analyses overall, online and mobile charitable giving trends in the US from 6,845 not-for-profit organisations representing $23bn (£18.3bn) in total fundraising and online giving data from 5,210 not-for-profits representing $2.6bn (£2.07bn) in online fundraising from 2016. Further figures are provided for Canada and the UK with the UK Index based on data from 342 organisations with a total fundraising revenue of $675m (£538m).
Among the key findings in the main report was that online giving grew 7.9 percent last year compared with a one per cent growth in overall giving and that online donations represented 7.2 per cent of all fundraising in 2016 while Giving Tuesday donations rose by 20 per cent, 22 per cent of which was donated via mobile phone.
Furthermore, mobile technology has played an increasing role in digital giving with mobile devices accounting for 17 per cent of online donations. That compares with 14 per cent the previous year and nine per cent in 2014.
Mobile transactions varied between 20.1 per cent in August and 15 per cent in March compared with a high of 17.1 per cent in May 2015 and a low of 10.7 per cent that January. Blackbaud said it expected to see "continued volatility in monthly mobile use trends for the next few years".
Online giving in December, which remains the largest giving month of the year followed by June, rose for the second successive year and represented 21.8 per cent of all online giving.
If you’re interested in fundraising, you can’t miss Third Sector’s Annual Fundraising Conference on 23 and 24 May. Click here for more information and to book at the Early Bird rate.