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When do Donors Give Most Online?
Apr 15, 2013
It might seem surprising in this day and age, but less than 10 percent of the money charities collect is from online donations.
But online contributions are definitely on the rise, according to The Chronicle, with 51,000 charities reporting a 10.9 percent increase in giving to $204 million during one quarter in 2012.
In another study, the 2013 eNonprofit Benchmarks Study, online giving at 55 charities analyzed saw a 21 percent increase in online gifts, with monthly giving growing by 43 percent.
The average size of gifts given online is considerably smaller than other gifts – $77 – and that amount did not increase in the latest tabulations.
The data collected by The Chronicle also showed that two-thirds of online donations are made during business hours rather than in the evening.
Most people give early in the afternoon, Eastern time, and there are slightly more donations on Mondays and Tuesdays than later in the week.
But gifts later in the week tend to be larger, averaging $100 on Thursdays and $94 on Fridays. The average on Monday was $84. Saturday was the day of least giving.
Based on the data, nonprofit organizations trying to time their online appeals might have best luck midday on a weekday.
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