#GivingTuesday—the fundraising holiday that immediately follows the consumer-oriented Black Friday—has grown each year since its inauguration in 2012, generating millions of dollars in vital funding for nonprofits around the world.

U.S. nonprofits collected a staggering $180 million in 2016, and last year’s #GivingTuesday raised more than $300 million via 2.5 million individual donors.

While more research is required to gauge how this intensive day of giving saps from donor energy for the rest of the year, the fact remains that #GivingTuesday has become an essential component of every nonprofit’s year-end fundraising strategy.

Fundraising professionals should pay close attention to Facebook as they assemble their plan for this year’s #GivingTuesday. Last year, the social media giant teamed up with the Bill and Melinda Gates Foundation to explore how data can provide greater insight into users’ philanthropic behavior. This research helped inspire a host of new tools on the platform that connect fundraisers directly to their constituents via donation buttons on pages and posts.

For #GivingTuesday 2017, users donated more than $45 million through Facebook. Around 75 percent of these donors gave for the first time through the platform. If the “nudges” that Facebook developed for last year’s #GivingTuesday generated such extraordinary results, this year promises an even greater windfall for nonprofits.

Stay tuned for more Nonprofit Pro Media posts for tips on how your nonprofit can benefit the most from #GivingTuesday2018.


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