#GivingTuesday 2020 is December 1 and below are important data about GivingTuesday donors to help your nonprofit create a successful campaign. The data from GivingTuesday comes from their 2019 GivingTuesday Impact Report and the 2020 Global Trends in Giving Report data is based on the survey responses of 2,263 GivingTuesday 2019 donors.
From GivingTuesday:
1) The estimated total of online and offline giving in the United States on GivingTuesday 2019 was $1.97 billion. $511 was given online in the United States within the first 24 hours, an increase of 28%. The median gift size was $50. Globally, 72 countries will participate in GivingTuesday 2020.
From the 2020 Global Trends in Giving Report:
2) 9% of donors worldwide donated to a nonprofit, NGO, or charity on GivingTuesday 2019. By Region:
- Africa – 12%
- Asia – 26%
- Australia and New Zealand – 7%
- Canada and the United States – 26%
- Europe – 6%
- Latin America and the Caribbean – 9%
3) 74% of GivingTuesday donors are female, 25% male, and 1% non-binary.
4) 45% are Baby Boomers, 24% are Gen Xers, 19% are Millennials, 11% are Matures, and 1% are Gen Zers.
5) The causes that donors give to on GivingTuesday:
- Hunger and homelessness – 13%
- Health and wellness (physical and mental) – 12%
- Animals and wildlife – 11%
- Children and youth – 10%
- Faith and spirituality – 8%
- Human and social services – 8%
- Environment and conservation – 7%
- Arts, cultural preservation, and humanities – 6%
- International development and relief – 6%
- Education and literacy – 5%
- Women and girls – 4%
- Human and civil rights / racial justice – 3%
- Community development – 3%
- Disability rights – 2%
- LGBTQIA+ – 1%
- Research and public policy – 1%
- Corporate accountability – 0%
- Peace and nonviolence – 0%
- Public media and communications – 0%
- Science and technology – 0%
6) How GivingTuesday donors prefer to give:
- Online (credit or debit card) – 62%
- Direct/Post mail (credit or debit card, cheque) – 12%
- PayPal – 12%
- Bank/wire transfer – 7%
- Cash – 3%
- Text-to-give – 2%
- Digital wallet payments, such as Apple Pay and Google Pay – 1%
- Mobile Money, such as Vodafone M-Pesa and Airtel Money – 1%
- Cryptocurrencies, such as Bitcoin and Ethereum – 0%
7) 57% are enrolled in a recurring giving program. Of those, 91% give monthly, 4% annually, 3% weekly, and 2% quarterly.
8) 47% donate to crowdfunding campaigns that benefit NPOs, NGOs, and charities.
9) 21% create online peer-to-peer fundraising campaigns that benefit NPOs, NGOs, and charities.
10) 12% are enrolled in a workplace giving program.
11) 37% donate to NPOs, NGOs, and charities located outside of their country of residence.
12) 74% of GivingTuesday donors volunteer. Of those, 83% donate to the NPOs, NGOs, and charities that they volunteered for.
13) 75% have donated to a NPO, NGO, or charity in response to the COVID-19 pandemic.
14) 96% regularly vote in local and national elections and 37% donate to political campaigns.
15) 9% donate stock and/or mutual funds to NPOs, NGOs, and charities and 6% donate to Donor Advised Funds (DAFs).
16) GivingTuesday donors say the following communication tools are the most likely to inspire them to give:
- Email – 35%
- Social media – 25%
- Website – 15%
- Print -13%
- TV – 5%
- Radio – 2%
- Text message – 2%
- Phone – 2%
- Messaging app – 1%
- Billboard – 0%
17) Of those inspired to give by social media, GivingTuesday donors find the following the most inspiring:
- Facebook – 52%
- Instagram – 25%
- Twitter – 11%
- LinkedIn – 5%
- YouTube – 4%
- WhatsApp – 4%
- Snapchat – 0%
- TikTok – 0%
- Twitch – 0%
- Line – 0%
18) 50% have donated directly through Facebook Fundraising Tools. Of those, 82% said they are likely to do it again.
19) 17% have donated through Instagram Fundraising Tools. Of those, 95% said they are likely to do it again.
20) GivingTuesday donors say the communication methods most likely to inspire them to give repeatedly are:
- Regular email communication about the impact of my donation – 47%
- Regular social media communication about the impact of my donation – 23%
- Regular print communication about the impact of my donation – 13%
- A handwritten note sent through the mail asking me to give – 12%
- A personal phone call asking me to give – 5%
21) 93% of GivingTuesday donors say that NPOs, NGOs, and charities I donate to effectively express gratitude for my donation(s) of money.
22) 85% say that NPOs, NGOs, and charities must invest financial resources in digital communications in order to stay relevant.
Based on the survey results of 13,468 donors from 133 countries, the 2020 Global Trends in Giving Report examines how donors prefer to give & engage with their favorite causes & charitable organizations.
