UK Online Giving Trends

Research by the IoF shows that the average online donation has increased since 2010.

UK Online Giving Trends
UK Online Giving Trends

Online giving and digital fundraising are growing rapidly. This week the Institute of Fundraising, in partnership with Blackbaud, published the sector’s benchmark for online giving in the UK. 

Comparing the data for a sample set of organisations over a three-year period (January 2010 to December 2012) shows that the average online donation increased to £64.07 in 2012, a rise of £11.20 per donation compared with 2010 (£52.87). There was a 21 per cent increase between 2010 and 2012.

This data was collated and analysed across a sample of UK based not-for-profit organisations, which includes charities and arts, culture and educational organisations of varying sizes. The sample set of organisations fundraise through their own proprietary websites.

There was a 10 per cent annual increase in 2011 in the number of donations per organisation. However, that increase was reversed last year, when there was a 9 per cent drop in the number of donations received per organisation.

There was a similar trend in the average revenue per organisation. In 2011 there was an average increase in revenue of per organisation of 10 per cent. This was followed by a 2 per cent decrease in revenue per organisation last year. So, despite the drop in the number of donations, the revenue per organisation remained relatively flat due to the higher average donation.

The analysis shows that not-for-profit organisations can expect to receive between 5 and 7 per cent of their annual online giving income each month from January to October. This figure then jumps up in November and December, which account for over 30 per cent of the annual share. This end of year spike is seen in US fundraising and it is interesting to see a similar, though less pronounced trend in the UK too.

This article appears on a page edited by the Institute of Fundraising and hosted by

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