For years Susan Waananen wrote checks to her favorite charities, sticking a stamp on the envelopes and driving them to a mailbox. The routine seems likes ancient history to the Maple Grove donor, who now does all of her charity giving from the comfort of her home computer.
"It's very efficient," said Waananen, a longtime community volunteer. "I know it [the donation] is going to arrive right away. It's easier to keep records. And it doesn't take much time."
Thanks to donors such as Waananen, online giving has exploded into a $22 billion industry nationally. That's up from barely $7 billion in 2006, according to the Blackbaud Index of Online Giving, one of the nation's top sources of such data.
Donations have climbed steadily since 2006, when nonprofits began experimenting with the then-novel idea of transforming their web sites into donation tools.
"Online giving continues to grow at a double digit rate, in spite of the recession," said Steve MacLaughlin, coordinator of the 2011 Blackbaud Index of Online Giving, an annual report from the South Carolina-based Blackbaud, a leading global provider of services to nonprofits.
"Online donors tend to be younger than traditional donors," he said. "They tend to be wealthier."
It was the earthquake in Haiti that gave online giving a significant surge. Giving grew 43 percent between 2009 and 2010, said MacLaughlin. It jumped another 13 percent in 2011, and is on track for growth this year, he said.
That said, online giving remains less than 10 percent of all charitable giving in the United States, he said. But its meteoric growth points to its popularity among donors and charities.