What exactly is #GivingTuesday, anyway?
#GivingTuesday is a global day of giving which began in 2012 as a movement to encourage donating to nonprofits in local communities and the message is spread via social media. It is the Tuesday after Thanksgiving, Black Friday, and Cyber Monday. This year, #GivingTuesday will take place on November 29, 2016.
If your nonprofit is thinking about participating in this movement, WholeWhale.com compiled the following useful statistics to get you thinking about it:
- In a 2015 national survey by the John Templeton Foundation, 93% of consumers were familiar with Black Friday, while only 18% were familiar with Giving Tuesday.
- In contrast, donations made on Giving Tuesday to nonprofits has grown exponentially since 2012 – from just $12 million in 2012 to over $116 million in 2015.
- The average gift size per donation has gone up each year, as the number of nonprofits participating, see more data on this subject here.
With greater numbers of donations being made online than ever before, smart nonprofits understand that participating in #GivingTuesday is a great way to launch a year-end appeal campaign, integrating mail, e-mail, and social media platforms into a unified message demonstrating donor impact.
Put together an editorial calendar that includes the regular mailing for your year-end appeal and surround that with social media posts and e-mail marketing before and after the appeal is mailed. All of these efforts will reinforce each other and you will find not only did you raise more than you expected on #GivingTuesday, but that your year end appeal performed better, too.
Wishing you greater abundance and success, and always at your service!