Online giving empowers your audience to join your nonprofit in its mission. Your audience can use convenient payment avenues like text messages and recurring gifts to donate via credit card or ACH.

It’s a good idea for your organization to be aware of online giving statistics and trends, so that you know what is (and isn’t) changing in fundraising, the new ways people are starting to give (as new technology becomes available), and how your organization can leverage this knowledge and technology to empower your donors and continue your mission of serving people.

Here are four online giving statistics and trends to be aware of:

Overall, Giving Continues To Increase

Foremost, it’s important to recognize (and be encouraged by) the fact that overall giving to nonprofits is on the rise. According to a 2014 report by Giving USA, “Americans donated an estimated $358.38 Billion to charity in 2014,” the highest total in the report’s 60-year history (with HaloPays processing $1 billion of that!) . 72% of giving came from individuals, 5% from corporations, 15% from foundations, and 8% came from bequests. Not only was 2014 the highest year of giving reported by Giving USA, but it also marks the fifth year in a row where giving has increased year-over-year.

For nonprofits, this is data to be encouraged by. People and organizations aren’t giving less, they are actually giving more and more each year.

Mobile Giving

Pew Internet found almost two-thirds of US adults own a smartphone, and mobile payment numbers are rising. These relate to online giving stats and trends by providing insight into mobile device usage. Some people rely on their smartphones for a majority or all of their Internet access, so mobile giving options are important to let these potential donors access online giving. NPEngage found 9.5 percent of online donations came from mobile devices, and mobile responsiveness is increased through a mobile-optimized website. Check your online giving pages and see whether they provide your mobile audience with the functionality they need.

Branded Giving Pages

Generic giving pages may be easy to put together, but branding your giving page and incorporating your organization’s personality into the page leads to increased donations. A branded giving page lets your audience see the unique aspects of your organization, which may also appeal to their principles, values and interests. Take the time to change generic giving pages into branded pages showcasing your organization’s personality and cause, and you’ll reap the benefits.

Content Marketing for Online Giving

The Content Marketing Institute found that 61 percent of nonprofit organizations use content marketing as part of their digital marketing strategy. A content marketing strategy revolves around creating content that engages and interests your audience, improves your brand awareness, and contributes to online giving efforts.

You may already incorporate some parts of content marketing within your current marketing strategy, such as blogging, creating infographics or making informative videos. Consider expanding your existing marketing strategy to create content highlighting the importance of donating.


Understanding trends in online giving continue to play a critical role in churches and nonprofits looking to reach a wider audience. Mobile giving, branded giving pages and content marketing all provide your organization with ways to improve your brand awareness, increase donation amounts, and empower your audience to partner with your organization in its mission.