#GivingTuesday, “a global day dedicated to giving back” is a social media movement that started in 2012 with the idea of garnering support for nonprofits around the beginning of the holiday season, on the Tuesday following Black Friday and Cyber Monday. During the last three years, #GivingTuesday has helped to raise more than $89 million in funds for more than 15,000 nonprofits.
The Spotlight report researched the results of #GivingTuesday since its inception and indicated several findings showing the positive impact it has had on giving.
The one-day nature of the #GivingTuesday event promotes online giving transactions, making it a natural for promotion through social media. Social media and peer to peer social networks have played a large part in helping to market #GivingTuesday to increase growth and drive participation. In 2014 #GivingTuesday made nearly 33 million impressions on Twitter.
Each successive #GivingTuesday has captured an increasingly greater share of total year-end giving. Data analysis from year over year growth in online giving for #GivingTuesday showed double digit growth (10.7% to 21%) occurring each year. Additionally, #GivingTuesday has positively influenced the number of donations given and the number of nonprofits receiving donations.
The researchers were able to isolate year-end giving data for 2012 to determine that #GivingTuesday was not just cannibalizing traditional year-end giving, but was in fact positively influencing the number and total dollars given to nonprofits.
The report illustrates that #GivingTuesday is having a true impact on the giving landscape and is an important trend to follow in the years ahead.