The Blackbaud Institute Index – AUS/NZ

As 2020 continued to unfold with rapidly evolving challenges and change, the social good community found itself navigating an unprecedented landscape. The global COVID-19 pandemic forced organisations to grapple with seismic shifts to their operations from canceling major fundraising events to working remotely to altering service delivery in adherence to government guidelines while meeting constituent needs. Social good leaders found themselves needing to respond to an overwhelming amount of unexpected change all at once. 

The way your organisation adapts to challenges will determine both your current and long-term organisational health. The effects of the year’s many changes will continue to play out for some time. Strong leaders focus on resilience, ensuring the organisation can weather the storm while still positioned for future growth. The Blackbaud Institute Index offers data trends to help you understand the current situation.    

Tracking nearly $550 million from more than 150 organisations in AUS and NZ-based charitable giving, the Blackbaud Institute Index is updated each quarter and reports year-over-year percent changes and giving to date for the last 12 months. For even more in-depth insights on how current and long-term trends can help you on the path ahead, read our newly released 2020 Charitable Giving Report.

Giving trend data is an invaluable tool, but it is only a retrospective that shows us what has already happened. Remember that charitable giving data is one facet of the philanthropic prism. Always track trends across your full revenue portfolio and target a sustainable funding mix in your long-term plans. 

Quarterly Overall Charitable Giving

  • Q4 2020 vs Q4 2019-10.3%
  • Last 12 Months-4.2%*

In 2020, overall charitable giving in the Blackbaud Institute AUS/NZ Index decreased by 4.2% on a year-over-year basis.

Navigating the Current Landscape

  • Consider how your organisation is adapting to maximise digital engagement with supporters. As social distancing recommendations continue to keep in-person gatherings on hold, organisations across all sectors are being forced to innovate and engage differently across digital marketing efforts. Embrace this opportunity to use social media and digital platforms as a way to stay connected with supporters. If your organisation’s doors are shut to the public or your services are limited, staff should consider how they might be able to deliver some of the same programming through Facebook Live or other online platforms. Donors are more understanding than ever before and many are open to these platforms.
  • Remember that donor retention remains one of the most essential factors in fundraising success. Donors give because they believe in the organisation’s mission and believe their gift can make a difference. You should stay focused on communicating the continued value of your mission and stewarding your supporters. By this same token, don’t be afraid to be transparent with donors about challenges the organisation may potentially face due to a crisis. Supporters want to know how the causes they care about are faring. Earnest communication about challenges allows donors to engage and give the support that is needed.
  • Stay connected across teams so you can respond with agility. It has never been more critical for all teams across your organization to stay in sync. Your capacity for embracing innovative solutions to new challenges will rely on your team’s ability to stay connected. Now is the time for leaders to focus on transparency and communication. Continue to focus on strong data management practices so that all teams can access the information they need.


Keven-Sher“The Australian charity market continues to be robust in-line with a strong economy and improving consumer confidence. As the sector matures, we’ve seen the long-term value of first-year and multi-year retention strategies. With increased online giving, diversified revenue streams, and improved donor retention, there is reason to be enthusiastic about the future. We can expect these trends to continue as organizations continue to leverage best practices and benchmarking to refine their strategies across all channels.”

- Kevin Sher, Vice President and Managing Director, Asia Pacific, Blackbaud

How we create the Index

Each quarter, we draw actual giving statistics from the databases of more than 150 AUS and NZ-based participating organisations using various fundraising systems to determine how much revenue was raised. We include giving from all sources of fundraising activities: direct mail, telemarketing, face-to-face fundraising, email, online, mobile giving, small- and large-scale events, and major and deferred giving.

We do not include the unfulfilled portion of pledge gifts, but we do include the donated value of in-kind and stock gifts. We include giving from individuals, corporations, and foundations but do not include giving by individuals or corporations to private and community foundations or other intermediaries. To include these gifts would double count the revenue when those organisations subsequently make grants to other non-profits. We do not currently exclude the value of goods and services provided in exchange for gifts (e.g., the cost of premiums). And lastly, we do include adjustments made to gifts (e.g., bounced checks and refunds) to provide a more accurate accounting of real revenues. As a result, you may find that indices values change slightly as we obtain newly-adjusted data from each organisation.

We report the Index as a three-month moving median of year-over-year percent changes in giving. We add up all giving for the prior three months and compare this total to the same three months one year earlier to calculate the annual percent change for each organisation in our Index.

“Economic conditions, natural disasters, and market fluctuations have made it extremely difficult for non-profits to make fundraising decisions informed by the latest donor behavior. That is why we created the Blackbaud Institute Index — to provide insight into what happened in the prior quarter and valuable analysis by leaders in the sector into what fundraisers can learn from it.”

- Chuck Longfield, Founder of Blackbaud Institute Index and Blackbaud Institute Advisory Board Member

Many organisations have big campaigns (events or mailings) that occur at roughly the same time each year. However, if an event was in late April one year but early May the next, the change in monthly giving might be significant while the change in giving over a three-month period might be the same. An index based on a moving median is less sensitive to these small timing issues and will serve as a more practical decision-making tool. However, one downside of a moving median is that it can dampen large fluctuations caused, for example, by disaster relief giving.

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For more on these trends and additional insights, check out the Blackbaud Institute annual Charitable Giving Report.

The Blackbaud Institute Index - US

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