The Young and the Generous – A report by Network for Good
Network for Good just released a new study about the growing trend of online charitable giving.
Some highlights of the study:
- Online givers are young (38-39 years old) and generous, giving several times more than offline donors on average.
- Men and women give online in equal numbers.
- Virtually all of online givers (96%) have given to charity before, but a sizable proportion (38%) is new to online philanthropy.
- Online giving is tracking to the trends of online shopping and banking, and it is the avenue of choice for donors during disasters.
- Most people give online during the week, during business hours – most commonly, between 10am and noon.
- New York is the most generous state for online giving; Mississippi and North Dakota are the least generous.
- Giving online follows the same “long tail” phenomenon seen in online sales of books and music.
- Most online giving goes to disaster agencies, followed by animal-related causes.
- Top searches are disaster related, plus “children”, “cancer”, and “homeless”.
- Small organizations benefit from listings on aggregation sites; at network for good, half of dollars go to small-medium sized charities.
- People say they give online because it’s easier than writing a check and a fast way to respond to disasters.
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