#GivingTuesday’s Big Impact on Philanthropy

The optimistic projections were correct—#GivingTuesday was a roaring success, as non-profits across the globe successfully raised millions of dollars.

The Lilly Family School of Philanthropy at Indiana University plans to release a comprehensive report in the coming months. The Case Foundation has given an initial fundraising estimate at $45.7 million, indicating a 63 percent increase in overall revenue from 2013.

Jean Case—CEO of the Case Foundation—commented on the numbers: “Just as Cyber Monday and Black Friday are key indicators of consumer sentiment and economic health, this data on #GivingTuesday can serve as an indicator of the health of our giving economy.”

Where #GivingTuesday has grown, the consumer-oriented days surrounding it have suffered. On Black Friday, sales were down 11.3 percent from last year, and Cyber Monday sales were up a paltry 8 percent.

Non-profits who made out on #GivingTuesday can—in part—credit the ALS bucket challenge for their success. For the first time, a social media campaign attracted a broad array of demographics to get behind a unifying message, thereby raising millions of dollars. Having happened within the last year, this likely prepared social media users for #GivingTuesday. The ALS challenge habitualized the online community to charitable giving. Inculcating this habit has evidently paid off, creating a receptive class of online donors.

This year, #GivingTuesday also attracted more participating organizations than ever before. Over 20,000 non-profit organizations partnered up, a significant increase from the original 2,500 that participated in 2012.

That kind of momentum is big. As more organizations participate, the more institutionalized and recognized #GivingTuesday will become. Indeed, the social media-oriented event may well become the single most lucrative day for non-profits annually.

Philanthropists and organizations participated in numerous ways. In what may become a reoccurring fundraising strategy, Seton Hall University synthesized a traditional fundraising model with #GivingTuesday-style online crowd-sourcing. An anonymous donor pledged $100,000 if small donors matched the amount. The school exceeded the donor’s goal, raising $415,000 by the end of the #GivingTuesday challenge.

#GivingTuesday is also attracting prominent spokespersons. Ed Norton is no stranger to fundraising. The famous actor began a for-profit fundraising platform called CrowdRise in 2009. He integrated #GivingTuesday into his website, and offered his thoughts on what the day means and how his company chose to participate: “People like to see and feel that they’ve been a part of something big, and so we wanted to create a campaign that shows the collective impact of giving on Giving Tuesday.”

The campaign he refers to is the CrowdRise Giving Tower, an app that allows users to “see the world’s charitable efforts grow in the form of a tower made in augmented and virtual reality.” The app works by creating a visual representation of global charitable fundraising, stacking bricks higher as more money is raised in an interactive digital art piece. As groups develop new virtual assets around #GivingTuesday, they place greater stock and investment in the day itself, endowing it with greater financial significance.

The international character of #GivingTuesday was in full view this year. Over 68 countries participated. From Argentina to Singapore, Spain to Israel, people across the world engaged online, donating to their favorite charities and spreading the message of giving. There were over 32.7 million Twitter impressions, and 698,600 hashtag mentions.

This grand scope heralds an even bigger, more successful year to come in 2015.

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