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Online Giving Trends Show Unusual Patterns in Donors

When it comes to online giving to not-for-profit organizations, would you believe that more people donate at 2 o’clock in the morning compared to 8:00 am?  And that people tend to donate the least on weekends?

The Chronicle of Philanthropy conducted a study about online fundraising using information provided by the following online payment processor sites:  Blackbaud, Network for Good, and Paypal.  They analyzed online donations to a set group of not-for-profits during the second and third quarters of 2012 compared to the same period in 2011.

Some other interesting results:

• Donors gave more – about 9-11% more – in 2012 compared to 2011.
• People tended to give less often and in less quantity in July of both years
• Wednesday seems to be the day that the most people donate (number of transactions) but in the smallest amounts (average gift size.)
• The average gift donated at 5:00 am is $140, which is more than double the 9:00 am average of $65.

You can view the article and study here

Jessica Puckett, CPA, CFE