Giving Tuesday

Giving Tuesday – Nonprofit Mobile Presence Responsible For Increases In Online Donations

The Tuesday after Thanksgiving has become known as Giving Tuesday — is has become a sort of global movement of giving back following the shopping sprees of Black Friday and Cyber Monday.

Giving Tuesday is a celebration wherein we are encouraged to do something good and charitable like giving a gift, helping a community or simply contributing a donation to a nonprofit organization.

Blackbaud, founded in 2012 is a nonprofit solutions firm that provides Giving Tuesday participants with donation metrics. This year they reported $26,183,217.42 online donations coming from 4,396 different nonprofit organizations in the U.S. Statistics reveal that since 2013 there has been a year-over-year increase of 36% in dollar donations, and an overall increase of 159% from first Giving Tuesday in 2012.

In 2013 the number of nonprofit organizations that received donations during Giving Tuesday increases by 15%, while the total number of transactions were up by 50%.

Mobile was a major contributing factor here.  A total of 17% of online donations processed by Blackbaud came from mobile devices. The average online donation was at $128.30.

According to Blackbaud, Giving Tuesday’s totals last year were quickly matched and quickly surpassed by 5pm ET.

Last year total donations were said to increase by 63% compared to last year’s Giving Tuesday totals. The data provided by the Case Foundation a includes a report from Blackbaud, DonorPerfect, Globalgiving, Network for Good and Razoo. In 2014 overall donations both offline and online has an estimated value of $45.70.

These statistics are particularly poignant because the sales reported last Black Friday dropped by 11.3%, and sales during Cyber Monday only increased by 8% which was less than expected.
Giving Tuesday was created by the 92Y and the United Nations Foundation together with founding partners and a team of influencers in 2012. It has taken 3 short years to create such an incredible global impact.

Mike Gianoni, the CEO of Blackbaud said, “A simple idea has, in just its third year, become a purpose-driven global phenomenon.”

The executive director of 92Y and founder of Giving Tuesday Henry Timms quoted by saying that he and all his partners have been inundated by the offering and new ideas of the Giving Tuesday movement all over the world.

“The Blackbaud data is so strong, but the human stories matter as well” as Timms told in Mashable. “All over the world, people gather together for the beliefs they are into and this are empowered by social media but driven by strong desire.”

Digital Take-aways for Nonprofit Organizations

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Make sure that your organization conducts a promotion for Giving Tuesday each year.

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Make sure that you have a mobile website that makes it easy to accept donations.

People want to participate and be recognized for their contributions. Check out these selfies:


Image: @modelsdot on Instagram

Image: modelsdot on Instagram

Hawtin Consulting can help you create a successful Giving Tuesday campaign in 2015.

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Jaclyn Hawtin

Jaclyn Hawtin (M.S. Tech), a San Francisco based Co-Founder & Managing Partner of Tech Love is an award winning entrepreneur with extensive experience advising start-up ventures. Her unique methodological approach developed through years of academic research and experimentation on making 'right technology' decisions in the workplace has proven invaluable to Tech Love's client base. She also currently serves as a mentor to entrepreneurs at House of Genius and advises a number of international nonprofits and NGO's on best practices for applying technology in international development.

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