Network for Good has released a study of $100 million in donations from over 23,000 individual donors. The report entitled "The Young and the Generous" provides key insights such as:
Online givers are young (38-39 years old) and generous, giving several times more than offline donors on average.
Virtually all of online givers (96%) have given to charity before, but a sizable proportion (38%) is new to online philanthropy.
Online giving is tracking to the trends of online shopping and banking - it is growing rapidly - and it is the avenue of choice for donors during disasters.
Most people give online during the week, during business hours.
Top searches are disaster related, plus "children," "cancer," and "homeless."
Small organizations benefit from listings on aggregation sites; at Network for Good, half of dollars go to small-medium sized charities.
People say they give online because it's easier than writing a check and a fast way to respond to disasters.
I can post a lot more about this subject and I cover it much more extensively in my Technology Planning, Funding and Resources workshop.
if you would like me to post more infomation on online giving for nonprofits, either send me an email or leave a comment for this post.
You can read and download the whole report at:
Network for Good - The Young and the Generous
Marion Conway Consulting