Note: This report draws exclusively from the Blackbaud philanthropic dataset, unless otherwise noted.

GivingTuesday isn’t just one day to raise funds—it’s your launchpad for lasting relationships with supporters. A new report from the Blackbaud Institute and GivingTuesday Data Commons dives into the data behind GivingTuesday donors and offers insights to help you make the most of this global movement.

The Power of the GivingTuesday Donor

While only 2.4% of donors gave on GivingTuesday in 2024 based on data from the Blackbaud philanthropic dataset, these supporters stand out for their loyalty. GivingTuesday donors have a 65% repeat giving rate, compared to 52% across all donors and that rate has held steady for the past five years. That means when someone gives on GivingTuesday, they’re significantly more likely to stay engaged and give again.

As mean and median gift sizes continue to rise year over year, it’s clear that GivingTuesday donors aren’t just generous, they’re reliable. Optimizing your donation forms and tailoring ask amounts to each donor segment can help you capture that potential.

Who Gives on GivingTuesday?

Donor behavior and motivations vary widely across generations, but every group shows promise for long-term engagement.

• Gen Z (4% of donors): Their giving potential is just emerging. Most give $1–$50 gifts, but their engagement across social platforms and workplace programs makes them a vital growth audience. 
• Millennials (13% of donors): Responsive to “invitation” asks around $50 and motivated by community and purpose-driven messaging. Cultivate them beyond the day with stories and regular updates. 
• Gen X (22% of donors): More likely to give higher amounts. Nearly 20% of their gifts fall between $100–$250. Don’t hesitate to set your ask in that range. 
• Baby Boomers (41% of donors): Still the largest group of GivingTuesday donors, with strong follow-up potential. Prioritize stewardship after the day to secure recurring support. 
• Silent Generation (<10% of donors): Small but mighty—their retention rate is the highest of any generation. Personalized, thoughtful follow-up can turn their first gift into lasting support.

Doing More with Less, With AI

GivingTuesday Chief Data Officer Woodrow Rosenbaum highlights how AI can help nonprofits reimagine engagement, not just make existing processes faster.

AI can:

• Identify giving patterns and overlooked donor segments
• Personalize outreach and tailor messaging by generation
• Create new pathways for generosity beyond year-end giving

The message is clear: AI’s promise lies not in efficiency, but in transformation, helping organizations build stronger, more inclusive relationships at scale.

Key Takeaways for Your 2025 GivingTuesday Campaign

• Segment your audience by generation and giving level for smarter, more personalized outreach. 
• Tailor your ask amounts to each donor group. Data shows donors respond best when the ask aligns with their giving patterns. 
• Stay connected after December 2. Retention starts with follow-up: show donors their impact, share stories, and invite continued participation. 
• Meet donors where they are—especially younger audiences who give through social channels, workplaces, and community events. 
• Experiment responsibly with AI to strengthen relationships and make your engagement more meaningful. 

GivingTuesday continues to be one of the most powerful entry points for donors and with the right strategy, it can become the foundation of your year-round fundraising success.

👉 Read the full report: GivingTuesday x Blackbaud Institute Special Report