A Closer Look at the Online Fundraising Impact in the United States
Presented by Steve MacLaughlin, Director, Analytics, Blackbaud

Blackbaud has monitored the growth of #GivingTuesday online donation since the beginning. Careful consideration was given to not just tracking online giving for the first year, but also to provide some historical context for giving trends. Blackbaud has been able to leverage its deep data assets to take a closer look at #GivingTuesday results over the years.

More than $10.1 million in online donations were processed by Blackbaud on November 27, 2012. This was the first year of #GivingTuesday and online giving was up 53% compared to the Tuesday following Thanksgiving in the United States in 2011. This analysis is based on more than 3,400 organizations that received at least one online donation on #GivingTuesday in 2012.

The comparison to 2011 is important because it provides a baseline of what online giving looked like prior to #GivingTuesday. One of the most asked questions in 2012 was whether or not #GivingTuesday moved the needle on online giving compared to the year before. The 53% year-overyear increase in giving and 74% increase in transaction volume was a clear indication that #GivingTuesday was off to a good start.

#GivingTuesday 2013 took place on December 3 and online giving grew 90% on a year-over-year basis compared to 2012 with more than $19.2 million in online donations processed by Blackbaud. This analysis is based on more than 3,800 organizations that received at least one online donation on #GivingTuesday 2013.

2013 was the real test for #GivingTuesday. Was the first year’s growth just a statistical blip on the radar or was something really happening? While transaction volume only grew 36% over 2012, there was a 90% increase in dollars raised on #GivingTuesday 2013. This growth really exceeded expectations considering that the total number of organizations that received an online donation only grew 11% on a year-over-year basis from 2012.

The third annual #GivingTuesday was held on December 2, 2014.  #GivingTuesday 2014 saw a 36% increase in online giving compared to 2013. Blackbaud processed more than $26.1 million in online donations during #GivingTuesday 2014. This analysis is based on more than 4,300 organizations that received at least one online donation on #GivingTuesday 2014.

Transaction volume during #GivingTuesday 2014 grew 50% on a year over-year basis. The data shows a less steep growth trajectory than 2013, but also what you would expect from a multi-year event settling into a groove. By 2014, there were 28% more organizations receiving online donations on #GivingTuesday compared to 2012.  

It is worth noting that our focus has been on measuring online giving during #GivingTuesday as this represents the best snapshot of what happened the day of the event. Undoubtedly, a tremendous amount of offline giving is also triggered by #GivingTuesday, but these gifts have a long tail that appears several days and weeks after the event. For this reason, Blackbaud has not reported on offline giving data specifically on #GivingTuesday because it is not an accurate representation of donor or nonprofit behavior.

The overall growth of #GivingTuesday is just one piece of the puzzle in understanding its impact on giving. Throughout the rest of this report, we will dive deeper into the data to reveal trends and insights. 

To read the full report, download the PDF below or visit https://www.blackbaud.com/givingtuesday.

The #GivingTuesday Trends report includes giving data from more than 4,300 organizations representing $55.6 million in online fundraising since 2012 that took place on #GivingTuesday.  Significant work has gone into building the analysis model and making sure the data meets strict requirements. This includes collecting giving data for several years, checking and rechecking for anomalies, classifying each organization by sector using its National Taxonomy of Exempt Entities (NTEE) code, matching and retrieving reported total revenue information, and applying statistical expertise to the data.