The public are becoming more generous when donating to their favourite causes at Christmas, according to new Blackbaud analysis, with the average online donation made in December rising by 14 per cent since 2010.

After analysing its customers’ December online fundraising pages between 2010 and 2013, the software and services firm revealed that the average online gift in 2013 was £64.10, up 14 per cent from £56.27 in 2010.

There was also a significant increase in the proportion of a not-for-profit’s total annual online donations received in November and December.

In 2010, these months on average accounted for 31.7 per cent of a not-for-profit’s total annual online donations – the average figure rose to 39 per cent of the annual total in 2013.

Elliot Gowans, Blackbaud Europe’s general manager, Core Markets, said: “The festive spirit is alive and kicking when it comes to making online donations to a supporters’ favourite cause at Christmas – people in the UK have become progressively more generous over the four years’ analysis.

"Tapping into this mood of giving is vital for not-for-profits. Their fundraising campaigns should be planned and structured accordingly, to ensure they make the most of their supporters’ Christmas generosity.”

Blackbaud research into the Psychology of Online Giving in December 2013, revealed that more than half (53%) of 18- to 24-year-olds and 63 per cent of 25- to 34-year-olds said that online giving either is, or will one day be, their main way of donating to a cause.

Gowans added: “People still donate in an incredibly broad array of ways, so it is important to allow supporters to donate via the channel most convenient to them.

“Increasingly though, the main channel is becoming online, so not-for-profits need to ensure they facilitate online giving or risk missing out on the substantial year-end donations, as well as online giving made during the rest of the year.”

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