Average online donation rose by 21% from 2010 to 2012, reports Blackbaud

Howard Lake | 31 July 2013 | News

The average online donation in the UK has risen by 21% since 2010, according to analysis of the last three years of online donations by software and services firm Blackbaud.

The figure is based on Blackbaud's analysis of thousands of donations made via its charity, arts and culture, and educational organisation clients' online fundraising pages between 2010 and 2012.

In 2010 the average online donation was £52.87.

In 2011 it rose to £55.61.

In 2012 it rose further to £64.07.

However, the total number of donations fell from between 2011 and 2012, so Blackbaud's clients saw total online giving revenues increase by just 8% between 2010 and 2012.

Online giving only fifth most popular method

UK donors still prefer to make their donations via a shop counter, rather than online. Blackbaud's recent 'The Next Generation of UK Giving' report asked 1,498 UK donors about how they give to charities and engage with them.

The five most popular ways to donate were:

• Donation at a shop counter – 45.4%
   
• Charity gift shop – 44.7%
   
• Monthly direct debit – 36%
   
• Tribute gift – 20.1%
   
• Online – 18.4%

Commenting on the rise in average online gifts, Elliot Gowans, Sales Director, Blackbaud Europe, said: "Whilst the average online gift is higher than one might have expected due to 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."

Noting that supporters want to donate in the way most convenient to them, he speculated on "what the next big donation channel will be".

"Payment technologies" he said, @such as NFC-enabled mobile phones and contactless payment cards will definitely be worth watching. Visa Europe predicts there will be more than 33 million contactless cards in the UK by the end the year, so this could open up a significant new channel for not-for-profits.”

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.