#GivingTuesday was founded in 2012 by New York’s 92nd Street Y in partnership with the United Nations Foundation. This global day of giving has followed Black Friday and Cyber Monday for the past three years on the Tuesday after Thanksgiving in the United States and this movement has now engaged more than 10,000 organizations worldwide. Blackbaud is a founding partner of #GivingTuesday and has tracked the online giving trends of U.S. organizations since its inception.
“We have certainly seen a lot of online giving growth during #GivingTuesday, the double-digit growth rates are impressive, but it’s also helpful to know where the giving is going,” said Steve MacLaughlin, presenter of the #GivingTuesday Trends report and director of analytics at Blackbaud. “For the first time through this report, we’re able to provide directional information about what types of nonprofit organizations have been receiving donations on #GivingTuesday.”
The report’s focus was to measure online giving during #GivingTuesday as this represents the best snapshot of what happened the day of the event. In 2012, most of the online giving on #GivingTuesday was concentrated among nonprofits in the Medical Research, Human Services, and International Affairs sectors. By 2014, giving had shifted towards Faith-based, Higher Education, and Healthcare organizations.
Key findings from the #GivingTuesday Trends report:
“When we launched #GivingTuesday in 2012, we had a big ambition. We wanted to create, in the words of one of our early advisers and supporters, “an opening day for the giving season,” said Henry Timms, executive director of 92nd Street Y. “We think this is just the start for #GivingTuesday. Every year we are seeing more creative and impactful campaigns and collaborations; #GivingTuesday has grown because so many people seized the idea and found approaches to make it meaningful for their organizations, their communities, or their businesses.”
