Online Giving
Online giving is the process of making charitable donations through digital channels — websites, mobile apps, social media, and email — rather than cash, checks, or phone.
Online giving refers to charitable donations made through digital channels, including nonprofit websites, mobile devices, social media platforms, email campaigns, and peer-to-peer fundraising pages. It has become the fastest-growing segment of nonprofit revenue.
Why It Matters for Fundraising
Online giving now represents over 12% of total charitable giving and continues to grow year over year. For younger donors especially, online is the primary giving channel. A nonprofit without a strong online giving presence is missing a significant and growing share of potential revenue. Online giving also provides immediate data — you know instantly who gave, how much, and through which channel.
Optimizing Online Giving
Key factors in online giving success include a fast, mobile-optimized donation page, minimal form fields, multiple payment options (credit card, ACH, Apple Pay, Google Pay), suggested giving amounts, a clear case for support, and easy recurring giving setup. Every additional step or second of load time reduces conversion rates.