CHAPTER5Online Fundraising

Although funds raised online account on average for less than 10 percent of a nonprofit’s annual fundraising total, emerging trends in online giving could radically transform nonprofit budgets within a couple of years. Seventy-two percent of all charitable giving in the United States is done by individuals with the other 28 percent coming from foundations, corporations, and gift bequests.1 Increasingly those individual gifts are being made online. Baby boomers represent 43 percent of all giving, and 58 percent of boomers donate online.2 Furthermore, the average online gift is $146, while the average direct mail gift is only $38.3 A sea change in giving is occurring, and those nonprofits with the forethought and executive ...

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