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The team from Charity Navigator, the nation's largest independent charity evaluator and leading donor advocate, shares their thoughts on emerging nonprofit-sector issues and offers tips to better inform your intelligent giving decisions.

Monday, December 13, 2010

Network for Good's New Online Giving Study

Last week, our partner, Network for Good, released a study about online giving. The research took a look at $381 million in online giving through Network for Good, including $3.6 million gifts to 66,470 different nonprofits from 2003-2009.

Here are some of the major points from this new, important research:

  • Online giving spikes during the month of December and large-scale disasters. During disasters, donors are more likely to consider new giving options, while in December, they’re more likely to give based on relationships with the charities.

  • A third of all online giving occurs in December, and 22% of annual giving happens in the last two days of the year.

  • Online giving (by dollars) on December 31 is concentrated between 10 a.m. and 6 p.m. in each time zone.

  • Online giving happens largely between 9 a.m. and 5 p.m. on weekdays, with a noticeable drop in giving during the noon (lunch) hour.

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