Propelled largely by charities’ push to promote #Giving Tuesday, the amount of money charities collected online last week increased 42 percent when compared with the same week last year. That finding is based on a study of 8,700 charities that used Network for Good to process online gifts.
But while charities got bigger gifts, they did not necessarily do so well in attracting new donors last week. The number of donations increased by only 1.2 percent this year, to 14,026.
On November 27, the day groups around the country rallied to persuade donors to give online as a way to celebrate the end-of-year holidays, charities that are clients of Network for Good raised 155 percent more than they did on the Tuesday after Thanksgiving 2011.
And it wasn’t just Tuesday that was a robust day. On Wednesday, giving rose 81.4 percent compared with the same day last year. By Thursday, though, the event had run out of steam: Giving dropped 9.1 percent when compared with the same day last year.
The Chronicle will be providing a weekly tally on charities’ online fundraising, based on Network for Good data, to serve as a benchmark for charities raising money online this season.
See our interactive graphic to track year-end online giving by day.
Emily Gipple contributed to this report.