The folks behind the Big Day of Giving – which brought in $3 million in contributions earlier this month – hoped the event would broaden the region’s donor pool. Data released Thursday seem to suggest they’re on the right track.
Online contributions combined with matching funds totaled $3 million for the 394 participating nonprofits. The May 4 event was organized by the Sacramento Region Community Foundation and built upon the 2013 Arts Day of Giving.
The fact that 31 percent of the contributions were made by people new to recipient organizations suggests the plan worked, said Shirlee Tully, a spokeswoman for the group.
“That really speaks to bringing new people into charitable giving,” Tully said. “That is huge.”
About 63 percent of the 19,721 donations were between $25 and $50, according to data provided by the foundation.
“You really can make a difference with a small donation,” Tully said.
The data also broke out which ZIP codes gave most frequently, with 95616 in Davis at the top. Residents within that ZIP code made 1,048 individual contributions.
“Davis has so many nonprofit groups working on different great causes for the community,” Mayor Joe Krovoza said. “The Big Day of Giving provides a wonderful, organized way for all of them to reach out to their members and new friends.”
The 95818 area code, which includes Sacramento’s Land Park and Curtis Park neighborhoods, was second with 986 contributions.
The data also broke down how donations were doled out by category. The art and cultural category fared the best, bringing in 30 percent of the contributions, followed by human services charities, which took in 23 percent of the contributions. The top recipient in the human services category was St. John’s Shelter, based in Sacramento. It raised $37,328.
“We were blown away how this community stepped up,” said Michelle Steeb, St. John’s CEO. She said her organization had a multifaceted, sustained campaign.
The top recipient among nonprofits benefiting the environment was the Placer Land Trust. It collected $54,896.
In addition to driving existing donors to the online event, said Jeff Darlington, the group’s executive director, the organization was gratified by all the new donors reached though the campaign – which had a large social media component.
“We got 94 new donors in one day,” Darlington said. “These are people that haven’t given to us before. I’m really excited we got so many more people to learn about the land trust.”
Call The Bee’s Ed Fletcher, (916) 321-1269. Follow him on Twitter @NewsFletch.