Last year, nonprofits from more than 150 countries participated to raise an impressive $400 million through 3.6 million individual gifts. While the sheer volume of potential donations is reason alone to take part in Giving Tuesday, there are a few other benefits to participating in the largest giving day of the year.
At the top of the list is that people who donate on Giving Tuesday tend to be more engaged than donors acquired on other days of the year, according to Classy platform data.
In fact, here are a few compelling donor acquisition stats from Classy platform data:
- Organizations on Classy acquire 4 times more new donors on Giving Tuesday than on a typical day of the year.
- Of return donors who became recurring donors, those whose first interaction with an organization was on Giving Tuesday became recurring donors faster than those whose first interactions were outside of Giving Tuesday.
- Return donors who make their first donation on Giving Tuesday typically return to fundraise after 214 days, unlike donors from other days in the year who return after 301 days.
- Of donors acquired on Giving Tuesday, 15% will give again before the next Giving Tuesday.
- New donors acquired through Giving Tuesday become peer-to-peer fundraisers 3 to 4 times more frequently than donors acquired on December 31.
So beyond donation volume, there is a huge opportunity and return on your investment through the engaged donors you can attract. The giving season comes but once a year, so let’s equip you with the most important details about Giving Tuesday.
What Is Giving Tuesday?
GivingTuesday started as a day for anyone, anywhere to give, and it’s grown into the biggest giving movement in the world.
In 2012, the teams at 92nd Street Y and the United Nations Foundation created Giving Tuesday as a philanthropic response to the consumerism of Black Friday and Cyber Monday. Giving Tuesday was originally branded “#GivingTuesday” with a hashtag, since the collaborative power and reach of social media was a driving force behind growing an idea with a somewhat local focus, into an international day of giving.
Each year since its inception, Giving Tuesday has set new records with its exponential growth. Now in its eighth year, Giving Tuesday is bigger than ever and shows no signs of slowing down. In fact, Giving Tuesday is now the second-largest giving day of the year, runner-up to December 31.
When Is Giving Tuesday?
Giving Tuesday is always the Tuesday following Thanksgiving. Giving Tuesday 2019 will take place on December 3.
Giving Tuesday Ideas
Every year, nonprofits start planning their campaigns earlier, dedicate more resources, and generally increase their investment into Giving Tuesday. So while there’s no question that the global giving day has more than made its mark on the world, any nonprofit employee can tell you that these campaigns don’t happen overnight.
To help your team create your best Giving Tuesday campaign yet, Classy created a one-stop shop for all your Giving Tuesday needs: Classy’s Giving Tuesday resource library.
The resource library has more than 50 Giving Tuesday assets that your team can leverage. There are guides, templates, webinars, infographics, reports, checklists, and videos that will help your nonprofit reach more supporters, raise more money, and move the needle on your cause.
The Giving Tuesday Resource Library organizes its content into the following buckets:
- Planning and Strategy
- Campaign Page Design
- Campaign Marketing
- Data and Trends Related to the Giving Season
Organizations on Classy raised 140% more on Giving Tuesday when they used our planning resources compared to those who did not.
Classy and Giving Tuesday
Giving Tuesday has been a catalyst for online giving for the last seven years, and Classy is here to help you tap into this major opportunity and use it to kick off your giving season. Is your team participating in Giving Tuesday this year? Check out the resource library to level up your Giving Tuesday campaign.