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The Growth of Giving Tuesday

The Growth of Giving Tuesday#GivingTuesday falls on the first Tuesday after Thanksgiving (in the U.S.). This year’s date is November 27th, 2018. The holiday is entering its seventh year (originated in 2012).

With that in mind, what is #GivingTuesday, and how does it apply to you?

The Origins of GivingTuesday

Thanksgiving marks the official kickoff of the holiday shopping season, with Black Friday and Cyber Monday sales bringing in huge profits for merchants all over the globe.

There is nothing wrong with all of this consumerism. Shopping is fun. 

However, we sometimes lose sight of what the holiday season is all about.  Irresistible sales and discounts can easily overshadow the "spirit of giving" normally associated with this time of year.

To correct this imbalance, the United Nations Foundation and 92nd Street Y established the first ever “global day of giving” in 2012. 

Read: 6 Ways to Secure More Online Donations

The celebration still isn't an official holiday (i.e. banks are open). Though it continues to receive a ton of press every year from Mashable, Skype, Cisco, Sony, CNet, the Huffington Post, the Washington Post, Forbes, Google and Microsoft.

Largely thanks to this exposure, #GivingTuesday continues to bring in record donations year after year for participating charities:

  • In 2012, donors contributed $10.1 million.
  • In 2013, contributions reached $28 million.
  • In 2014, total contributions exceeded $45 million. What's truly remarkable is that nearly $35 million of this came exclusively from online donations.
  • In 2015, donors gave a whopping $117 million on a single day — just in the U.S. alone.
  • in 2016, contributions increased by 43% over 2015, with over $168 million donated.
  • In 2017, online donations rose exponentially to over $300 million.

Not too shabby for such a young holiday — especially a holiday that only three years ago 82 percent of folks had never heard of.

Many suspect that Giving Tuesday 2018 will bring in even more donations. Experts predict a 21% increase over last year.

What Does Giving Tuesday Mean for You?

If you work in the nonprofit sector, Giving Tuesday can help dramatically increase the success of your annual drives. You should continue to host campaigns throughout the year, but as Giving Tuesday approaches, tailor your message and bring in more donations than you normally would during the busy holiday season.

This means:

  • Sending mailers, emails and announcements with plenty of lead time. The more donors who know about Giving Tuesday in advance, the better.
  • Partner with other nonprofits to help raise awareness of this incredibly important holiday.
  • Recommend a suggested donation amount. Doing so can increase contributions by as much as 20 percent.

Probably most important of all — make it as easy as possible for supporters to contribute online or via their mobile device. Remember that roughly 54 percent of donors worldwide prefer to give this way using a debit or credit card. 

Contact us today to learn how you can start accepting online donations for your nonprofit.

Get a free consultation today! 

Topics: Mobile Payments, E-Commerce and Online Payments, Nonprofits

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