Overall and online charitable giving in the U.S. nonprofit sector in 2018 continued year-over-year growth, with online giving setting another record, according to a report this week by Blackbaud, a cloud software company that serves the general philanthropic community.
The report by the Blackbaud Institute for Philanthropic Impact showed that overall charitable giving in the U.S. in 2018 increased by 1.5% year over year, with large nonprofits, whose annual fundraising revenue exceeds $10 million, growing by 2.3%, medium-sized ones growing by 2% and small charities shrinking by 2.3%. Since 2016, overall giving has increased by 9%.
Online giving grew by 1.2% last year, and since 2016 has grown by 17%. Large nonprofits experienced a decrease in online giving of 0.5%, while it increased by 3.7% for medium-size organizations and by 0.7% for small nonprofits.
Average online gift amounts continued to increase; the average donation in 2018 was $147.
“The 2018 Charitable Giving Report shows the continuation of the longest sustained period of charitable giving growth since the last recession,” Steve MacLaughlin, Blackbaud’s vice president of data and analytics, said in a statement.
“Online giving is entering a new phase in which mobile and other digital channels continue to change how donors engage with nonprofit organizations, while donor-advised funds continue to grow in response to supporter preferences and changes in incentives.”
As growth in overall giving continues, several key trends are shaping giving, according to the report.
For one, giving in the U.S. is returning to normal levels after two years of fast growth. For another, online giving is moving into a new phase in which mobile and other digital channels continue to influence how donors engage with charities.