According to initial reports compiled by the Case Foundation and 92nd Street Y, this year's #GivingTuesday raised over $116.7 million in online payments and donations, making this its biggest event since its inception. The international charity campaign was first launched in 2012 and lasts for 24 hours on the Tuesday after Thanksgiving. This year, #GivingTuesday fell on Dec. 1.
"#GivingTuesday is a global movement inspiring millions across the globe to take a moment out of this busy holiday season to give to causes and organizations they care about," Jean Case, CEO of the Case Foundation, said. "With more than $116 million donated worldwide, this 24-hour online movement demonstrates the collective power of individuals who use their time, talent and treasure, both big and small, to launch a season of giving back to others that inspires us all."
A worldwide online event
The majority of this data resulted from global payments to nonprofits based in the United States. Contributions came from 698,961 total donors in more than 71 countries, and the average donation was initially estimated at $107.47.
As implied by the hashtag, #GivingTuesday promotes itself through the Internet and social media. The campaign garnered 1.3 million mentions on social media sites, reached 917,313 people on Facebook and spawned 114 billion Twitter impressions. The most common social concerns were animals, education, the environment, health care and international issues.
Blackbaud also released #GivingTuesday numbers, and its findings are even more encouraging than those found by 92ndY and the Case Foundation. Blackbaud found that 2015 donations increased 52 percent over the previous year. It also found that online donations tended to exceed those mailed in, and the average online gift (which Blackbaud reported was $137) increased by 6 percent over 2014.
Interestingly, once individual amounts surpassed $1,000, the donation average became $2,500. Blackbaud noted that it has seen this before – donors with a higher income tend to provide high contributions online. More than one contributor gave $50,000.
Improvement each year
Blackbaud has analyzed #GivingTuesday results since the beginning and has reported growth from each event. After its first year, the campaign raised over $10.1 million in electronic payments. The amount raised grew 90 percent in 2013 to become $19.2 million. While 2014 numbers improved, they only did so by 36 percent, bringing donations to over $26.1 million. According to the report, large charity organizations (those that generally raise more than $10 million each year) received the majority of online gifts.
If these growing trends continue, participating charities providing online payment solutions may see an increase in donations.
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