The report ranks the 273 cities with total population of more than 100,000 based on per capita online giving and total amount donated online through Convio's online marketing and fundraising suite. The average gift size increased from $62 in 2009 to $65 in 2010 as more than $389 million was donated by people who reside in the 273 major cities. The donors in the most generous cities increased their total online contributions by more than 27 percent over 2009 totals.
The 2010 rankings are based on the more than $1.3 billion in online donations generated through the Convio online marketing and fundraising suite which powers the online efforts of thousands of the nation's leading nonprofit organizations. The current rankings come from donations processed between Jan. 1 and Dec. 31, 2010.
The most generous large cities (greater than 100,000) in 2010 based on per capita giving:
1. Alexandria, VA
2. Cambridge, MA
3. Arlington, VA
4. Seattle, WA
5. Washington, DC
6. Berkeley, CA
7. St. Louis, MO
8. San Francisco, CA
9. Ann Arbor, MI
10. Minneapolis, MN
"The integration of the Internet in traditional fundraising programs continues to play a vital role in the fundraising success of nonprofits," said Gene Austin, chief executive officer for Convio. "Donors, volunteers, advocates and other constituents of all generations are using the Internet, social, mobile and digital technologies in their daily lives. That is reflected in the dramatic increase in the amount of dollars raised online - from an estimated $1 billion across the entire sector 5 years ago, to Convio's more than 1,300 clients alone raising more than $1.3 billion online this past year. Using the Internet as part of a comprehensive constituent engagement and fundraising program is helping nonprofits generate more meaningful relationships, raise more money and maximize the lifetime value of each relationship."
The Role of Online Giving
While traditional direct mail remains the primary channel for donations, online giving has become important to donors and the nonprofits that hope to reach them. Two recent reports by Convio showcase the value of online giving, particularly with younger donors and during the holidays. Research shows that donors ages 45 and younger account for nearly $40 billion in donations each year -an amount that is expected to increase as the generation ages and builds their careers and nonprofit affiliations. By and large, these donors are turning to online, social media and other channels to donate dollars. Of the estimated $53 billion that was donated to charities by US adults this past holiday season, $6 billion (or nearly 12 percent) was estimated to have been donated online.
