Steve MacLaughlin, Huffington Post contributor, broke down the impact of #GivingTuesday on nonprofit fundraising. The Huffington Post is a leading source of information related to people, technology and social impact.
A Closer Look at the Impact of #GivingTuesday
By Steve MacLaughlin| Huffington Post | 06/17/2015
We all know about Black Friday and Cyber Monday. Chances are you also know about Giving Tuesday. Since it launched in 2012, this global day of giving has engaged over 10,000 nonprofit organizations worldwide. Not to mention the tens of millions of dollars that have been raised online for charities of all shapes and sizes.
#GivingTuesday was founded by New York’s 92nd Street Y in partnership with the United Nations Foundation. While there have been reports of the amount of donations raised during #GivingTuesday none went very deep into the data — until now.
#GivingTuesday 2015 at a Glance: Data & New Trends
Giving Tuesday is a global day dedicated to giving back. It is the only internationally recognized and trending movement to create awareness for the nonprofit sector. In 2014, the hashtag #GivingTuesday trended on Twitter for 11 consecutive hours. With it’s launch in 2012, the organization has managed to grow year after year.
99% of Giving Tuesday social media traffic happened on Twitter. Set up your social media accounts now so you can fully interact on December 1, 2015, the next Giving Tuesday and throughout the year.
Mobile giving accounted for 17% of donations made on Giving Tuesday in 2014 – and, it will only increase each year.
- 1: Make sure your nonprofit has a mobile-responsive donation form for people to give from their phone. Mobile responsive design increases donations by 34%.
Giving Tuesday has become a ritual/tradition for families and individuals during the holiday season.
- 2: Suggest donors set up their contribution as an annual gift so they don’t have to think about it each year. Appeal to annual donors to donate their time after automating their monetary contribution.
- 3: Embed mobile-friendly online donation forms in a prominent spot on your website, and then share the link via social media and email.
Online giving on Giving Tuesday is greater than offline donations.
- 4: Create a dynamic donor experience by customizing your form to eliminate unnecessary fields that deter donors from filling out yet another long form. Instead, add very specific fields that will improve your data collection.