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.