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Recent Trends in Giving

Lori Halley 03 November 2011 2 comments

The following reports, published recently, offer some insight into giving trends, including e-Giving and Peer-to-Peer Event Fundraising.

e-Giving in Canada: Donation Trends in the 21stCentury

Kim Warnke, of The Institute for Nonprofit Studies has published a research report: e-Giving in Canada: Donation Trends in the 21st Century which is described as “the first profile of e-giving in Canada.”

Drawing on data from both Canada Helps and the Mobile Giving Foundation, the report provides a comprehensive profile of trends and implications.  "As a added feature, her analysis draws on the International Classification of Nonprofit Organizations to establish a baseline for potential comparisons across countries."

You can access a PDF of e-Giving in Canada: Donation Trends in the 21st Century  - here.


Peer-to-Peer Event Fundraising Benchmark Study

Convio (provider of on-demand constituent engagement solutions for non-profits) recently published a report on Peer-to-peer fundraising events such as walks, races and rides. They note that these events – which rely on supporters to register for, participate in, and fundraise on behalf of the organization – have become a staple for some nonprofit fundraisers, often bringing in more revenue than any other fundraising campaign throughout the year. 

Based on research of 48 different nonprofit organizations (using Convio TeamRaiser™) and more than 1,800 fundraising events in the United States and Canada, the Convio report outlines how to measure the success of such fundraising events, and offers industry benchmarks.

Key Findings include:

  • In 2010, traditional peer-to-peer fundraising events (run, walk, and ride events) continued to see growth in both online participation and online fundraising, despite an uncertain U.S. economy and growing saturation of the market.
  • In traditional events, team participants continue to out-perform individual participants, with team captains performing best of all.
  • In traditional events, participants who registered online for the prior year’s event and returned to register online again for the current year’s event were more likely to fundraise, and fundraised more than those who did not participate online the prior year.
  • The number of emails sent by a participant directly correlates to number of donations they raise. On average, a participant will need to send out five emails to recruit one donation.
  • As more organizations provide integrated tools for sharing and fundraising on social networks, fewer emails are being sent by participants to prospective donors.

You can download the Peer-to-Peer Event Fundraising Benchmark TMStudy at:  www.convio.com/p2pfundraising.


Fundraising Effectiveness Report

Back in September, I read a post by Katya Andresen in which she noted that according to the Fundraising Effectiveness Report from the Association of Fundraising Professionals (AFP), “charities are still losing more donor dollars than they’re adding, according to an AFP and Urban Institute study of over 2,000 nonprofits.  For every $5.35 that organizations gained in gift dollars in 2010, $5.54 was lost through donor attrition, for an average net loss of -1.9 percent.”

Katya ended her post with some great advice: “enough with the statistics…the most important thing you can do this year is keep the donors you have.”

Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Thursday, 03 November 2011 at 10:13 AM


  • Cheryl Black said:

    Friday, 04 November 2011 at 10:17 AM
    Thanks for sharing the Convio Peer-to-Peer Benchmark. We also have many resources to help orgs improve their peer-to-peer fundraising. To get you started, here's a post from our blog: http://www.connectioncafe.com/posts/2011/04-april/the-partys-over.html
  • Lori said:

    Friday, 04 November 2011 at 11:52 AM
    Thanks for the additional information Cheryl.
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