Giving Tuesday Nets New Givers

Giving Tuesday is a day designed to remind people to give back amid the consumerism of the season. And it’s reaching a new demographic of donors.

#GivingTuesday logo

Giving Tuesday is only three years old, just a toddler compared to it’s older cousins Black Friday and Cyber Monday. But the social media-driven campaign is already very successful.

Blackbaud is a company that helps non-profits with fundraising. Their tracking shows in 2012 donations went up 50 percent compared to the year before when there was no Giving Tuesday. And Blackbaud’s Rachel Hutchisson says in 2013 it went up 90 percent.

“Blackbaud also saw that the average gift size went up 40 percent. So people were giving more.”

Twitter is where Giving Tuesday has the most momentum. Hutchisson says that helps non-profits expand the donor pie.

“It does mean that it’s reaching a lot of millennial donors. It’s reaching people who maybe haven’t given as much yet. And it’s engaging them in a way that’s a little more like how they behave using their smart phones every day.”

And Hutchisson says non-profits can use Giving Tuesday to cultivate those millennials into long-term donors.

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Laurie Johnson

Laurie Johnson

Executive Producer for News

Laurie Johnson leads daily news coverage for HPM. She helps reporters craft and sharpen their stories on tight deadlines, with the aim of getting the most relevant and current information into local newscasts. Laurie is a native Houstonian who started her career at Houston Public Media in 2002. She is...

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