More organizations than ever are participating in #GivingTuesday — the annual, global day dedicated to giving back. And many are finding it a fun and increasingly fruitful vehicle for late-year donations. Capitalizing on the social media-driven awareness and growing cultural/donor familiarity, #GivingTuesday has seen significant growth year over year and has now evolved into the official kickoff to the end-of-year giving season.
So, should your organization invest more of your efforts in #GivingTuesday this December 1?
Data from numerous sources indicates that each year #GivingTuesday delivers bigger slices of the revenue pie — both in terms of online giving totals and overall giving amounts — to nonprofits of all sizes.
According to Giving USA, the annual report on philanthropy in the United States produced by The Giving Institute, “Each successive year #GivingTuesday captured an increasingly greater share of year-end giving (by amount) — growing from 1.3 percent in 2012 to 3.8 percent in 2014. A similar trend was seen for the share of donations made on #GivingTuesday as a percentage of year-end total number of gifts.”
Likewise, the same report identified social media’s key role in #GivingTuesday giving, noting that social channels “were also effectively used to ramp up participation, rising from 1.7 percent of total year-end gifts made through these methods in 2012 to 6.1 percent of total year-end gifts made through these methods in 2014.”
Bottom line: #GivingTuesday is getting more and more people involved in charitable endeavors, and adding more to year-end giving. And with 5 weeks until #GivingTuesday, you still have time to orchestrate an effective campaign.