What is #GivingTuesday?
A social media movement founded in 2012 by 92nd Street Y (92Y) and the United Nations Foundation, #GivingTuesday follows Black Friday and Cyber Monday with the promotion of charitable giving at the start of the holiday season. #GivingTuesday defines itself as a “global day dedicated to giving back” that annually falls on the Tuesday after Thanksgiving.
In a very short period, #GivingTuesday has gained mass awareness and participation through popular social media/networking venues such as Facebook, Twitter, and Instagram. Reflecting the event’s embeddedness in the social media landscape, the Twitter hashtag is part of #GivingTuesday’s official name. As a result of the movement’s social media efforts, this national day of giving sees strong growth in participation each year.
#GivingTuesday 2014 was held on December 2nd. Initial results reveal that the total amount raised grew at least 63 percent over #GivingTuesday 2013. For #GivingTuesday 2014, five major fundraising platforms reported that they processed $34.9 million in online donations and $10.8 million in offline donations for a combined total of $45.7 million. The number of offline and online contributions totaled 296,000. These gifts benefited approximately 15,100 nonprofits. The total amount and number of gifts raised on #GivingTuesday 2014 is expected to grow substantially after offline donations are fully processed.
This Giving USA Spotlight begins by providing an overview of #GivingTuesday, including its incorporation of social media and aggregated trends in giving on #GivingTuesday since its inception. We then show trends in online giving and nonprofits’ use of social media to demonstrate the importance of electronic means of giving in today’s fundraising environment. In closing, we include an analysis of giving data provided by Network for Good, a processor of online charitable donations, that explores trends in giving by channel as well as analyses that investigate #GivingTuesday’s impact on year-end giving.