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We’re just 7 days away from the 4th Annual #GivingTuesday (December 1, 2015) and some surprising new results have emerged from the John Templeton Foundation and the Templeton Giving Survey.
Released last week, the survey reveals that though #GivingTuesday has grown in popularity, it doesn’t yet have the name recognition of Black Friday or Cyber Monday. But what it lacks in name recognition, the one-day philanthropic bonanza more than makes up for in impact.
According to Blackbaud, there was a 90% increase in dollars raised from the first Giving Tuesday (November 27, 2012) to Giving Tuesday 2013 (December 3, 2013). With more than $26 million raised online last year, #GivingTuesday 2014 represents an additional 36% year-over-year increase in dollars raised. Blackbaud also notes a significant shift in the amount of online funds raised by medium-sized ($1M – $10M) organizations in 2014.
Medium-sized organizations received 21% of #GivingTuesday donations in 2014, up from 13% in 2013, showing us that nonprofits of all sizes have an opportunity to raise mission critical funds.
The Templeton Survey also reveals that 80% of millennials surveyed believe there should be a holiday focused on giving back. #GivingTuesday, driven by social media, caters directly to this target market.
So what can nonprofits do?
Capitalize on #GivingTuesday by getting involved! Visit www.givingtuesday.org to download social media backgrounds, talking points and sample posts. Be sure to post often throughout the day, and hashtag your posts (#GivingTuesday). Be creative, share your best success stories and link everything directly back to your donation page.
No matter if you’re a large or small nonprofit, #GivingTuesday levels the fundraising playing field and leverages the existing giving season. We can’t wait to see what our partners do!