GivingTuesday Research Summary: Awareness, Participation and Motivation - USA 2018


The Belfer Center for Innovation at the 92Y conducted a survey in multiple countries to determine awareness, participation and motivation levels for GivingTuesday.

The study was conducted online among adults (18-65 yrs. in most countries), in December 2018.

The findings showed high levels or awareness and participation in some of the newest countries to join the movement. 

Key Findings:

Awareness has grown steadily over the years. In 2018 growth appeared to plateau, which will be worth watching in 2019. Awareness is consistently strong across subgroups and highest among Millennials and females.

Participation is at very good levels, with 64% of those aware claiming some activity (equating to at least 30% of American adults). The most common form of participation is donations, followed by food/clothing/other drives and volunteering. Participation is highest among Millennials and lower among the 55+ age group. 

58% of those aware report that GivingTuesday inspired them to be more giving. Young adults and males are most likely to say they are DEFINITELY inspired by GivingTuesday.

People that are aware of GivingTuesday are much more likely to feel it is important to help those in need.


GivingTuesday has seen enormous success in the USA, its lead country.

With an overall participation level of 30% of Americans, there is still room for growth and even greater impact from this movement.