There’s no denying it—statistics prove that GivingTuesday has become a worldwide phenomenon. What started as a grassroots movement meant to balance out holiday season spending is now a generosity-driving powerhouse.
1. GivingTuesday Revenue in the United States Reached Record Highs in 2022
In just 24 hours, GivingTuesday 2022 shattered previous revenue records. Donors in the United States alone gave $3.1 billion last year, a 15% increase over 2021. But financial contributions aren’t the only way people got involved. GivingTuesday participants worldwide also volunteered, performed countless acts of kindness, and gave their voices, time, and goods.
Takeaway: Between economic uncertainty, global instability, and whatever new crisis is just around the corner, the thought of fundraising can be daunting. Don’t be discouraged! In times of crisis, donations surge: Don’t be afraid to ask for support this year.
2. GivingTuesday Has Grown Into a Worldwide Movement
GivingTuesday may have its roots in America, but it’s a global phenomenon. 85+ countries now have their own GivingTuesday chapters, and 2022 saw nine new countries launch national GivingTuesday movements. That means that thousands of organizations all over the world are inspiring generosity in their communities on GivingTuesday.
Takeaway: GivingTuesday has an overwhelming global impact, inspiring generosity all around Earth. That’s great news if you’re looking for inspiration! Check out how other nonprofits are inspiring generosity in their own communities. Whether you look at GivingTuesday campaigns from organizations in your hometown or charities on the other side of the world, there’s no shortage of nonprofits who are doing amazing things.
3. More People Are Participating Than Ever Before
Tens of millions of donors in the United States supported their favorite causes last year, with a whopping 20 million donating money on GivingTuesday. Among U.S. adults, participation saw a 6% increase over 2021. And don’t expect that percentage to level off any time soon—participation in GivingTuesday continues to grow every year.
Takeaway: If you haven’t participated in a GivingTuesday campaign yet, this is a great year to get started. Americans who donate on GivingTuesday are slightly more common than Americans with green eyes, and that means there are millions of opportunities to reach new and existing supporters.
4. Plenty of People Participate in GivingTuesday Without Donating Money
Donors don’t just give money on GivingTuesday. They also donate time, talents, in-kind donations, and access to their social and professional networks. In 2022, GivingTuesday in the U.S. saw 11 million people donate goods and 10 million volunteers. GivingTuesday is a global generosity movement, and this is a great reminder that generosity comes in tons of different forms.
Takeaway: If you’re looking for ways to boost your GivingTuesday campaign, be sure to offer your supporters many ways to get involved in your organization. By offering many ways to get involved with your work, you’ll see better results overall. Get your donors excited about GivingTuesday by organizing volunteer events, asking for in-kind donations, or inviting supporters to share your messaging.
5. GivingTuesday Participants Want to Be Part of a Huge Group of People Doing Good
The success of GivingTuesday as a movement has a lot to do with its success at community building. People all over the world can do something together on this day to make the world a better place. That’s pretty inspiring.
Takeaway: Consider weaving the theme of togetherness and community into your GivingTuesday appeal. People are drawn to the idea of the collective impact they can make together.
6. GivingTuesday Is the Time for Experimentation
If you’ve been looking for the opportunity to try something new, GivingTuesday is the perfect time to get creative. A vast majority of nonprofits reported experimenting with new techniques last year, which could be anything from new tech tools to a novel strategy for reaching new supporters. The possibilities are endless!
Takeaway: Try something new! GivingTuesday is a one-day event where donors are actively seeking ways to support the organization and causes they love. The short timeframe and donors’ motivation to give means it’s a perfect time to experiment with new tools or tactics. If you don’t see the results you want, you can try something new next year. And, if your new strategy is a success, you’re perfectly positioned to apply it to your year-end fundraising campaign.
7. GivingTuesday Inspires People to Be More Giving
GivingTuesday is fulfilling its stated purpose: To get people around the world more involved in philanthropy. A large majority of people who gave on GivingTuesday inspired them to be more generous overall. That should be encouraging to any nonprofit that’s looking to build a more engaged base of supporters.
Takeaway: Brand awareness of GivingTuesday is growing, and so is participation. Since donors report being motivated to give more, that means the number of people being inspired to be more generous grows every year. Capitalize on those feelings of goodwill by making sure you have a donor retention plan for GivingTuesday donors. A good retention strategy can keep those generous donors engaged with your organization year-round.
8. GivingTuesday Gets Social Media Attention
Since its inception in 2012, GivingTuesday has relied on digital channels to build a global community. Join the conversation! Using #GivingTuesday on social media is one of the best opportunities available to raise awareness about your work, grow your supporter base, and mobilize existing supporters to help your cause.
Takeaway: People are talking about GivingTuesday online. Use your social media channels to connect with donors who are actively engaged in supporting nonprofits that day. Add the #GivingTuesday hashtag to your posts, appeals, and updates to boost your visibility and gain some exposure on social media.
9. Those Who Know About GivingTuesday Participate
Not only does GivingTuesday have great name recognition, it has a great participation rate! A majority of young donors who are aware of GivingTuesday choose to support their favorite nonprofits that day. For nonprofits who are looking for ways to engage younger donors, running a GivingTuesday campaign can be an effective way to bring them into your base of supporters.
Takeaway: GivingTuesday engages donors of all ages. Don’t let the age of your audience deter you from launching a GivingTuesday campaign! Create your appeals, social posts, and GivingTuesday donation form with younger audiences in mind. Try offering a range of suggested giving amounts, stay active on social channels, and encourage your younger donors to share your campaign with their friends and colleagues.
10. Online Giving Is Growing
In 2022, online donations in the U.S. crossed the $1 billion mark for the first time ever! As a global day of generosity with groups and organizations all over the world linked together by digital tools, online donation options are going to be the preferred giving method for lots of GivingTuesday supporters–especially younger ones.
Takeaway: Remember, you don’t use GivingTuesday-provided platforms to solicit donations. You use your own tools and systems. And while it’s always good to have offline donation options for your supporters, creating a streamlined, easy-to-use donation form branded specifically for your GivingTuesday donations is a must!
Download Our GivingTuesday Toolkit
Do you find these GivingTuesday statistics to be insightful? If you’re looking for more resources to get your GivingTuesday planning going, download our GivingTuesday toolkit below.
The Neon One GivingTuesday Toolkit
All the campaign resources you need in one place, including: email and social media templates, a communications timeline, planning worksheets, and more.
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