GivingTuesday: What the data say

Are you on the fence about GivingTuesday?

The buzz about GivingTuesday is growing. It’s a critical time, and your team has a full plate. Is GivingTuesday worth it?

The data is clear…Yes!

GivingTuesday started with a simple idea – to be a counterpoint to the consumerism of Black Friday and Cyber Monday. Over the past five years, GivingTuesday has grown from an idea to a movement. In 2017, an estimated 6 Million Canadians participated in GivingTuesday.

According to data from CanadaHelps, dollars donated have increased by more than 450% since before GivingTuesday started in 2013. CanadaHelps also reported a 54% increase in the number of new monthly donation commitments in 2017.


Recent analysis by a team of data scientists of data from dozens of donation platforms validated that GivingTuesday generates a net lift on giving without cannibalizing the rest of the year. Much like a natural disaster, they observed a spike in giving without a corresponding drop.

giving data graph

Network for Good data show that GivingTuesday is the 3rd largest day for dollars donated, following December 30th and 31st.

nfg chart_500

Another recent analysis from shows that participating charities benefit from GivingTuesday throughout the whole month of December. The average charity sees a huge lift during the giving season, but GivingTuesday participants saw more than twice the lift vs. non-participating.
Participating charities

And Network for Good data also show that participating organizations raise more overall in December than those that don’t participate. GivingTuesday has become one of only three days of the year where DONORS are looking for non-profits to support, rather than the other way around. Skipping it is like skipping the last two days of the year in fundraising. So, for most charities, the question should not be ‘if’, but ‘how’ to incorporate GivingTuesday into your year end plans.

It’s not an obligation – it’s an opportunity to be part of something that’s big and meaningful and feels great. While raising funds is typically a primary objective for GivingTuesday, your goals can be about more than dollars. Consider focusing on recurring givers, new donors, volunteers, in-kind gifts, or even social media followers.

Ready to get started?

Now is the time to start planning your GivingTuesday campaign. So take a deep breath and get ready for the sprint to year-end. In the coming weeks, we’ll be sharing practical advice and tools to make it a little easier to plan and run a successful campaign.

Get ready for the most wonderful time of the year!

Spread the word about GivingTuesday