Quarterly Digital Giving Index
Network for Good has a unique perspective on the experience and behaviors of charitable giving across several distinct channels including: individual charity websites, charity portals and social giving websites. Network for Good created this Digital Giving Index with insights and trends to inform charitable engagement for nonprofits seeking to strengthen relationships with donors and corporate partners seeking to integrate giving in online consumer or employee initiatives. This Index builds on data and observations from The Online Giving Study is updated quarterly to provide timely and relevant snapshots of the state of charitable giving. See below for a complete list of quarterly updates.
Q1 2012
This update includes trends and analysis on over $25 million in donations to more than 20,000 charities through the Network for Good platform in Q1 2012. The platform includes donations to Network for Good’s nonprofit customers through their own websites; other nonprofits through 35 corporate partner websites; and Network for Good’s giving portals, NetworkforGood.org and SixDegrees.org.
Highlights
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Overall giving, excluding disaster relief donations for Japan in March 2011, was up across all channels in Q1 2012 vs. Q1 2011, increasing by 16%.
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Charity websites continued to comprise the bulk—over 60%—of digital donations.
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Following charity websites, social giving (19%) overtook portal giving (10%) for the second most used form of digital giving.
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Average gift size on social networks increased 90% in Q1 2012 vs. Q1 2011.
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When comparing customized and generic donation pages, the average nonprofit customer with a branded donation page raised 6x more in donation dollars.
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Each channel—charity websites, social, and portal giving—saw average gift size growth in Q1 2012.
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