Although we focus mainly on forward-looking developments in fundraising it’s also advisable to occasionally check the rear-view mirror to see what may be gaining on us or what we may have missed as we passed by on our way to the future.

Benchmarks and macro-giving reports serve that function.  Unfortunately, sometimes the smug and self-content misuse them as a shield or camouflage to avoid stretching their brains or skills.  Most often this manifests at board meetings or reports to the CEO in the form of the “We’re within industry standards” proclamation.

But assuming you use benchmarks for their intended purpose –to spur thought, question your current practices, set new challenges, or seek additional insights –they’re well your time.

Among of the best benchmarks of giving for their consistency in methodology and longevity are the Blackbaud Institute Indexes.

This week the Institute released its 2021 Charitable Giving Report that you can access free here.  (If you’re interested in longer-term trends and comparisons, you can get the series of their past reports here.)

For those not accustomed to some of the quite useful features of this Report it provides useful insights into online giving trends…international giving trends (Canada, UK, Australia, and New Zealand)…profiles of the average US donor…and overall giving trends by month and subsector, most likely including the ones you work in.

Bottom Line for 2021

Tracking over $46 billion in US based charitable giving from the Blackbaud Institute Index, the 2021 Report shows a record increase in generosity, with overall U.S. giving growing 9% in 2021—the largest increase since 2012.

That’s right.  Despite the pandemic and a world packed with other worrisome diversions the largest increase in 9 years.

Steve MacLaughlin, VP of product management at Blackbaud and for years an advisor to the Institute, explains the banner year this way,  “While the world adjusted to a new normal, the growth in giving in 2021 exceeded nearly everyone’s expectations.  The return of some events and continued interest in online giving drove growth, with incredible resiliency from nonprofits and endurance from donors. Not only did both overall giving and online giving grow, but the average donor was more generous than ever.”

 Here are Key U.S. Giving Trends Identified by the Blackbaud Institute:

• Overall giving increased 9% in 2021, representing a three-year increase of 19%
• The overall average gift amount in 2021 increased 10%, with an average donation amount of $813
• Online giving grew 9% in 2021, representing a three-year increase of 42%
• 12% of giving was done online in 2021, remaining near record high and indicating a maintained comfort level with online giving
• 28% of online contributions were made from a mobile device
• Small, medium, and large nonprofits in the United States now raise more than 10% of their fundraising online

Also included in the report is an analysis of giving across 12 nonprofit subsectors, all of which saw growth in 2021, with giving to environmental organizations growing the most at 19.3%.

In total, five of the subsectors experienced double-digit giving growth in 2021 compared to 2020. In addition, for those readers beyond US borders, the report, as I noted earlier,  provides a glimpse into international giving trends across Canada, the U.K., and Australia/New Zealand.

The full 2021 Charitable Giving Report can be accessed here.

Roger

P.S.  Included in the Blackbaud Institute Report is some helpful advice on how you, fundraising colleagues and non-fundraising staff in your organization can put Benchmarks to enhance performance.  Check out the “How to Use a Benchmark”  section of the Report. Or get this free download of this benchmarking guide prepared by the institute