The Nonprofit Marketing Blog

How Crisis Compels Donors to Give Online: A Study on Disaster Giving

Online giving is growing exponentially per year, from just over half a billion dollars in 2000 to more than $4.5 billion in 2005 (source: ePhilanthropy Foundation), however it still represents a relatively small percentage of total charitable giving.

The notable exception is giving in response to humanitarian crises, when the Internet is becoming donors’ avenue of choice.

The Chronicle of Philanthropy has noted that Internet donations for the 2004 South Asian tsunami relief accounted for more than one-third of the total raised – more than twice the proportion of online gifts in the aftermath of the September 11, 2001, terrorist attacks.

After Hurricane Katrina, half of relief giving was online, representing the largest outpouring of donations online in history.

Marking the one-year anniversary of that disaster, Network for Good made this study of the recent, large-scale humanitarian emergencies that promoted massive online donations in order to analyze:

  • Why donors give online
  • How donors give online: their giving behaviors
  • Implications for nonprofits seeking to fundraise online

Be sure to view the other Network for Good studies listed in the related articles below for more in-depth research.

Raise More This Year with Smarter Fundraising Software

Learn More

Share your thoughts!

Join the conversation to offer your insight and experience. Have a question? We’d love to hear it!

About This Blog

Linda Lombardi
Content Manager

We’re here to help you win hearts and minds—and donations.

Read More

Want to raise more money and learn how to market your cause with bigger impact? You’re in the right place! The Nonprofit Marketing Blog is managed by our team of experts here at Network for Good. We’re here to bring you the best in nonprofit marketing trends, fundraising techniques, technology developments, and amazing nonprofit examples.

Want to be a better nonprofit marketer and fundraiser? Get alerts for free tips, key content, and other training opportunities.

Subscribe
[White Paper]
[White Paper]