5 End of Year Online Fundraising Stats You Need to Know

Brian Barela

40% of online donations came in the month of December.–source


The last three days of December will bring in 10% of online donations.–source


49% of online donors will visit the non-profit’s website first before making a donation.–source


Fifty-one percent said they were now more likely to give a charitable gift as a holiday present this year.–source


The average 1x donation is $60.00–eNonprofit Benchmark study.


Many individual fundraisers from non-profit ministries often only use anonymous direct mail campaigns for their end of year ask. These campaigns often limit the potential for connection and appreciation at a time of year when people are most generous. These statistics reveal the need to not only have a tuned up and optimized website that communicates your ministry well but a plan to engage donors beyond direct mail and expand into online channels.

Are you prepared for your end of the year online donors? Have any tips or questions?

(image remixed by original from Flickr user k.steudel)

By Brian Barela | Posted: Nov 29, 2011
Category: Fundraising | Permalink | Post a comment | Trackback URL.


  1. November 29, 2011, 11:30 am | Permalink

    Thanks Brian. This is so helpful!

    I can see truth in the “51%” statistic sited: This year for Christmas we are giving a charitable gift from Samaritans Purse in honor of a few people who seem to “have everything already” and are difficult to find a gift for. The total $$ amount we are giving towards this honorarium gift is less than the amount we normally would spend on them. We did the same last year and it was extremely well received. I think they enjoyed it even more than a physical present.

    • November 29, 2011, 11:37 am | Permalink

      very cool. i’ll have to track them down but just read multiple blog posts from diff places that talked about how popular and meaningful that is.

      thanks for the comment!


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