2020 Online Giving Analysis and Strategic Considerations for 2021

White Paper Overview

Each year, Anthology analyzes data from its advancement customers to identify the latest industry trends, uncover strategic insights and share success stories to help you refine online giving and engagement strategies.

The 2020 calendar year was unlike any other and giving to higher education was impacted by the pandemic. There continues to be uncertainty about charitable giving. To help inform giving strategies, Anthology analyzed online giving trends in 2020, as giving online continues to be a primary avenue of support of charities. Now in its sixth year of conducting this analysis, Anthology reviewed online giving data for 2019 and 2020 for a group of 220 higher education institutions.

Online Giving to Higher Education Institutions Increased by 10% in 2020

Each year of the analysis, higher education institutions have seen an increase in online giving, including in 2020—a year with much uncertainty about the level of support of higher education. Dollars raised grew by 10%, the same as in 2019—a 21% increase in dollars raised online compared to 2018.

Furthermore, online gifts also increased by 5.9% year-over-year, while the size of the average online gift grew to $428, up from $412 in 2019.

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