Across the world, fundraising and charitable giving are a common part of life. All segments of people donate money or goods to nonprofit organizations. Because of this generous giving, these organizations can help their local communities, international partners and a multitude of specialized groups. As with most nonprofit organizations, they depend on the generosity of others and outside funding to continue to support their mission.
Fundraising Statistics Offer a Fascinating Look Into the World of Philanthropy
(1) In the United States, the average charitable giver is 64 years old with Baby Boomers accounting for 41% of charitable giving. (Source: AARP)
The older American population gives to charity more frequently than other age groups. Retirees tend to have a more vested interest in helping nonprofit organizations, and many have the financial ability to give regularly as part of their routine. Many people have regular donation schedules, and the dates can have personal meaning, such as giving to a medical charity in memory of a lost loved one or an annual gift on a favorite holiday.
(2) Worldwide, 31% of donors donate financially to organizations outside of their country. (Source: Rockland CCE)
Many charities are either internationally based or as part of their mission offer aid to other countries. The impulse to help those in need is a driving factor in the decision when to donate. International charitable organizations usually work toward humanitarian efforts and relief including food assistance, clean water, educational services and medical attention. International gifts are the highest after a natural disaster, and in 2018, 41% of global donors gave specifically because of natural disasters.
(3) While male donors are more likely to donate financially after receiving a piece of direct mail, female donors are more likely to donate financially after seeing a social media post or ad. (Source: Rockland CCE)
Genders respond differently to marketing. Studies show women on social media are more moved by charitable organizations’ advertisements than men, and direct mail pieces and the organization’s website are shown to be a more effective fundraising solicitation tool for men. In addition, 35% of women give tribute gifts compared to only 21% of men. Women and men have almost identical enrollment rates in monthly giving programs with women at 45% and men at 46%.
(4) The amount of an average donation is $617. (Source: Blackbaud Institute)
Donations come in all amounts. On average, a donation is $617 with online donations averaging $148. For donations less than $1,000, the average amount is $20, and for donations greater than $1,000, the average amount is $2,500. No matter the size, all donations make a difference.
(5) Accounting for 18% of overall giving, December is the most charitable month of the year. (Source: Blackbaud Institute)
With people making charitable donations as holiday gifts and for end-of-the-year tax purposes, December is the month with the highest levels of charitable giving. In 2019, December accounted for 18% of all financial contributions for the year and 19.8% of financial contributions given online. At 20.7% of their yearly total, animal welfare, K-12 education and medical research were the sectors that received the highest amount of charitable contributions in December 2019.
(6) In 2019, the U.S. saw a 4.1% growth in GDP, resulting in an increase in corporate giving of 13.4%. (Source: Giving USA)
Each year, millions of Americans donate money to charitable organizations, and these donations contribute to the health of the U.S. economy. A large portion of donations comes from corporate philanthropy. Each year corporations donate approximately $20 billion to charities and nonprofit organizations, and many corporate donations are from employee-matching gift programs. A strong economy is a contributing factor to the amount of philanthropic giving Americans make each year. In fact, charitable giving from bequests added up to more than $43 billion in 2019, which is up almost 10% compared to 2017, and over twenty times the amount given 40 years ago.
(7) In the United States, there are more than 1.5 million nonprofit organizations. (Source: National Philanthropic Trust)
Within the United States, a wide variety of nonprofit organizations are operational, and each nonprofit has a specific mission. Popular types of nonprofit organizations include medical charities, animal rescues, food banks, educational support programs, environmental organizations, faith-based institutions, after-school activity centers and job placement services. Different areas within the United States might have nonprofits specific to that geographical area, and a defined mission and a marketing plan help them stand out from other nonprofit organizations.
(8) In 2019, approximately 26% of online charitable donations in the United States were made on mobile devices. (Source: Blackbaud Institute)
In today’s society, almost everyone has a mobile device with Internet access allowing the amount of online charitable donations to rise. In 2014, less than 10% (9%) of online charitable donations were made on mobile devices, and only 5 years later, donations made on mobile devices has climbed to over one quarter (26%) of all online charitable donations. With phone technology continuing to advance with new updates and products, the level of online charitable donations made on mobile devices will continue to advance as well.
(9) In 2019, more than $449.64 billion was donated to nonprofit organizations. (Source: Giving USA)
Most Americans give to charity regularly and many at least once annually around the end of the year. From 2018 to 2019, overall donations increased by 4.2%. At $309.66 billion, giving by individuals increased by 4.7% from the previous year. The ease of online donating has enticed more people who haven’t previously given. As a result, most charities now have an online donation platform. Studies have shown the key to successful charity fundraising is staying current with trends, maintaining a fundraising strategy that includes all avenues of communication. Nonprofit organizations are now working to reach a broader donor base to realize their financial goals and better support their chosen cause.
(10) In 2019, organizations that had the most significant growth in charitable donations were public-society benefit organizations (11.1%); arts, culture and humanities organizations (10.6%); and education (10.1%). (Source: Giving USA)
Americans generously give to charities with missions they support. Compared to 2018, the types of organizations that saw the most growth in charitable donations were public-society benefit organizations; arts, culture and humanities organizations; and the education sector. People give to the causes that are important to them and are connected with their lifestyles and interests. In the United States, all three of the organizational types that saw more than a 10% growth increase support people and making the country a better one for future generations. Social media has played a significant role in promoting these types of recipient organizations by posting engaging content, sharing moving statistics, and teaming up with celebrity spokespeople.
(11) 80% of donors research how the nonprofit spends its money. (Source: The NonProfit Times)
In the past, there have been several scams for fake charities or those that use their donations in an unethical way. Those cases have brought awareness and accountability to charities to be more straightforward with the public on where and how donations are spent. The Internet has proven to be an asset for donors to find important information and reviews for charities, look up their history, and learn more about the cause they support. Before making charitable contributions, consumers need to research how the organization is structured and spend donated funds.
(12) 43% of donors made a donation at checkout. (Source: The NonProfit Times)
One simple way retailers and restaurants raise money for charity is by asking patrons if they wish to donate while paying their bill. Most people are more likely to donate when they are already spending money and no extra effort is required. Businesses that team up with charities to fund raise offer to “round up” a person’s purchase price as a donation. People are more willing to part with their change, and when multiple people donate a small amount, it adds up quickly. Others offer additional dollar donations and allow donors to write their name on a specialty piece of paper that will then be posted for others to see.
Billions of dollars are donated to charitable organizations annually. Older Americans tend to donate more frequently and in larger amounts while Millennials donate smaller amounts on a monthly basis. Different marketing plans work best for each gender. When it comes to digital fundraising, men respond better to email solicitations while women are more likely to donate from a social media ad. Fundraising is an intricate part of American society where those who can share their wealth to support many worthy causes.