The Chronicle of Philanthropy reported that on #GivingTuesday 2018, charities in the United States raised at least $380M online, representing 27% more than last year, from 4 million people. From 2017 to 2018, donations on Facebook increased from $45M to $125M, gifts processed on Blackbaud rose from $60.9M to $62.6M, and donations on Classy software grew from $10.3M to $15.4M. In addition to these platforms reporting an increase in donations, Blackbaud, DonorPerfect, and Classy reported growth in the average size of contributions. Web traffic on Guidestar increased 33% from #GivingTuesday 2017, setting a new record for the site.
We know many of our partners, including #GivingTuesday itself, are busy digging into the data and trends, so look for more donor insight to come out of #GT 2018 in the coming months, including from the over 50 other countries with official #GT campaigns!
A look at the data from #GivingTuesday in previous years reveals six #GivingTuesday trends about donor and the nonprofits they support: 1) big nonprofits benefits most, but smaller charities are catching up; 2) human services, health, and animal welfare are the hot causes; 3) donors are younger than the average age of supporters; 4) most donors are women; 5) #GivingTuesday attracts new donors; and 6) a significant number of new donors give again.