That avalanche of emails that you woke up to last Tuesday appears to have paid off. Donations from the fifth annual #GivingTuesday are estimated to hit $168 million, according to Tim Sandoval and Eden Stiffman at the Chronicle of Philanthropy—a nearly $53 million dollar increase over last year’s estimated total.
Political motivation = huge donation
Post-election giving fervor doesn’t appear to have slowed, either; the ACLU saw a whopping 965% increase over last year.
“People rallied to support the ACLU throughout the day,” said Jennifer Panicali, associate director for online fundraising in an email. “Looking at comments that we received, it seems that the majority of donors chose to give because they are concerned about the future of civil liberties under the new administration.”
Digital giving—and mobile giving—on the rise
Mark Hrywna at the Nonprofit Times took a closer look at how people gave, and found that digital donations continue to account for a increasing share of the total. #GivingTuesday also shot to the top trending spot on Twitter, a sign (and driver) of the snowballing awareness that the “holiday” has seen since its inception in 2012.
Blackbaud reported an almost 20% increase over last year, with DonorPerfect at 27%, and Network for Good at 17%. The percentage of donations via mobile devices also saw an uptick; Blackbaud reported a 5% jump, and DonorPerfect reported 3% over last year, recalling CEO Jon Biedermann’s remarks last year about the generational barrier to mobile giving.
Record numbers for crowdfunders
With this trend toward digital comes massive increases in donations on crowdfunding platforms. Via Samantha Hurst at Crowdfunding Insider, GoFundMe reported its single highest day of giving in company history, to the tune of 7.4 million—an almost 50% increase over #GivingTuesday 2015. Tuesday also saw GoFundMe awarding $1000 to 100 campaigns nominated by their employees as part of their #GoBeyondGiving company initiative.
As awareness and opportunity in #GivingTuesday grow, fundraising organizations have to strategize to harness that momentum and get ahead of digital trends so that they see the greatest possible results going into that all-important final month of the year.