1) Online fundraising generated $22 billion in 2010 (up 34% vs. '09) Online still only represents about 8% of total giving in the US
3) 32% of online donors will switch to offline giving
Clearly, online is the fastest growing giving channel and we've likely only seen the tip of the iceberg (I hope) but I want to caution fundraisers to be careful what you glean from two other data points.
1) Only 3% of offline donors will give online
2) Multichannel donors are more loyal than single channel donors
It's All About Causation vs. Correlation
First, let me be clear, I do not dispute that this is THE DATA. The data clearly shows the correlation (the fact that these two points are related) but doesn't explain the causation (what is REALLY the relation between the two).
Only 3% of offline donors will give online
1) Does this mean that 97% of offline donors don't use email or Internet?
2) Does this mean that we shouldn't bother soliciting offline donors via other channels?
I think that neither of the above are true. My guess, the large majority of organizations started their online giving long after they started their offline giving and that offline represented 92% (or more of the giving) so the Director of "Offline" giving probably got the final say in whether emails were sent to "their donors" when a offline channel effort was underway.
Kudos to Steve MacLaughin and the rest of the team at Blackbaud for doing the hard work on aggregating all of this data. All I ask is that we challenge ourselves (fundraisers and agencies alike) to look a layer deeper at what this all means.
This may be a job for Market Researchers to find out directly from the donors!