10 Things You Didn’t Know About Giving Tuesday
As you know, November 30th is an important day for volunteer activity and fundraising in the nonprofit field. For organizations participating in Giving Tuesday, using their online network to build global support for important causes is something that is planned for well in advance. Far more than a social media event, Giving Tuesday has evolved into a powerful motivator for change worldwide. The more you learn, the more exciting the fundraiser becomes, so consider these insights as a way to heighten awareness and enthusiasm around Giving Tuesday.
1. A single day raises more money than some foundations do in a year
Giving Tuesday landed in the Guinness Book of World Records for “most online donations raised by a charity in 24 hours.” In 2020, US supporters of Giving Tuesday raised an estimated $2.47 Billion in the first 24 hours — that’s more than all but one US philanthropic foundation raised for all of 2019! Last year, 34.8 million kind souls (13% of the world adult population) joined together in support of the event.
2. The social media event inspires 79.2% of volunteers to give
Nearly half of all volunteers (42.1%) donate their time after being directly asked to do so. Coming up with the right “volunteer ask” can be challenging, but Giving Tuesday offers the perfect opportunity to re-activate your expanded network and leverage volunteers to fulfill your mission. In 2020, 7.1 million volunteers gave their time to promote #GivingTuesday campaigns.
3. This will be #GivingTuesday’s 10th anniversary
Mashable’s Henry Timms promoted the first #GivingTuesday in 2012 as a counter to Black Friday and Cyber Monday spending. After wild success in the US, the event quickly expanded to 70+ countries in its second year, thanks to social media influence. Support has grown 518% over the past decade. In 2020, first-time participating countries included: Chile, Ghana, Guam, Ireland, Lebanon, Nigeria, Paraguay, Philippines, Senegal, Sierra Leone, South Korea, and Turkey.
4. Speaking of social media, 20 billion+ impressions express support
Giving Tuesday is a huge event on social platforms that increases year-over-year. From 2018-2019, #GivingTuesday social impressions increased 41% to exceed 20.1 billion. Despite financial strains caused by the ongoing global pandemic pandemic, #GivingTuesday saw a 29% increase in participation.
5. The average individual Giving Tuesday gift size exceeds $100
Donors have become increasingly more generous in recent years. The average individual donation increased 2.5% from 2019 to 2020, according to Kindful. Givers on their platform donated an average of $172, up from $168 in 2019 and $147 in 2018.
6. The giving doesn’t stop in November
A Canadian study found that donors who kicked off their year-end fundraising with Giving Tuesday raised 5x more than non-participating organizations. Over the month of December, average daily donations were up 677% for participants, compared to 335% for non-participants.
7. Endorsements drive awareness of Giving Tuesday causes
It’s worth rolling out the red carpet to celebrities who may be interested in your mission. The event is recognized in social posts from dignitaries like Michelle Obama, actors like Patrick Stewart, musicians like Lady Gaga, and sports organizations like the LA Clippers. Companies are increasingly interested in philanthropic activity for Giving Tuesday as well, with brands like Casper, Chewy, Anthropologie, and Fossil matching donations to shoppers’ purchases for the day.
8. Audiences are looking for inspiration to make a difference
Giving Tuesday audiences are looking to be better people; 84% of those aware of the movement report that it inspires them to “be more giving.” Your organization can connect with people who want to make a difference, but aren’t sure how. Horizon Media surveys find that 85% of people say that it’s “a positive kick-off to the Holiday season” and they “like the idea of helping others,” while 52% of Giving Tuesday participants say they “want to be a part of a bigger group of people doing good.”
9. Organizations test new ground with Giving Tuesday campaigns
According to Neon One surveys, 82% of participating organizations said they use Giving Tuesday to “experiment” or “try something new.” This might include new tools and technologies, or even just new ways of using social media. You know a post will get a lot of attention and reach on Giving Tuesday, so it can be an opportunity to showcase videos or other interactive posts for the first time.
10. Younger generations are extremely passionate and engaged
Twelve-year-old Khloe Thompson and a team of young ambassadors launched #GivingTuesdaySpark in 2019 to encourage more youth-led social change. From handwritten thank-you notes for essential workers to creating blankets for hospitalized children, youthful leaders ages 6-21 are increasingly taking part. Statistics also show that 82% of #GivingTuesday participants are ages 18-34. Charities can connect with younger audiences through videos, e-newsletters, online petitions, and products. During the pandemic, 3 out of 4 Millennials donated money — more than any other generation. This group overwhelmingly sees philanthropy as part of their core being, which is reason to look toward the future with hope.
We encourage you to contact us to discuss how you’re participating in #GivingTuesday2021 and to explore the resources we offer for nonprofit organizations seeking to make a bigger impact in the coming year.
LinkedIn for Nonprofits also offers a number of innovative solutions to help you expand your network and maximize your campaign efforts through resources like our Fundraising Booklet and Sales Navigator.