#GivingTuesday Online Donations Up 90% from 2012 | npENGAGE

#GivingTuesday Online Donations Up 90% from 2012

By on Dec 4, 2013



Yesterday was the second annual #GivingTuesday. More than 10,000 partner charities, volunteer organizations, corporations, community centers and foundations joined in the ‘giving spirit’ as they asked donors to give to their favorite causes from across the nation and around the world.

“When we launched #GivingTuesday, our goal was to celebrate (and stimulate!) the sense of community and giving that is at the heart of the holidays. Yesterday, from volunteering to local service activities to donations, we saw people everywhere come together to give. There is so much entrepreneurialism and creativity in the sector. We want to thank all 10,000 partners in the US and across the world, from big cities and businesses to small towns and nonprofits, who united to create an ‘opening day’ of the giving season, ” said Henry Timms, Interim Executive Director of 92Y and Kathy Calvin, President and CEO of UN Foundation, the catalysts behind #GivingTuesday

Blackbaud is proud to be a founding partner of #GivingTuesday and launched a new web resource, Business Doing Good, for small-to-mid-sized businesses that will teach them how to build a give back program into their companies.

#GivingTuesday Trends

This year’s #GivingTuesday saw a dramatic increase in nonprofit organizations promoting the movement as a national day of giving. Online sites, email campaigns, and social media had a much bigger emphasis on #GivingTuesday than in 2012. There was also a lot of media coverage in print, radio, and television of #GivingTuesday that helped to promote awareness.

I was fortunate enough to do a lot of media interviews leading up to #GivingTuesday, including a radio interview with The Wall Street Journal This Morning’s Gordon Deal.

#GivingTuesday Donation Growth

Online giving on #GivingTuesday 2013 was up 90% compared to 2012. Blackbaud processed more than $19.2 million in online donations on #GivingTuesday 2013. This was up from the $10.1 million processed on #GivingTuesday in 2012.

The average online gift on #GivingTuesday 2013 was $142.05, which was significantly up from $101.60 in 2012. That’s a 40% year-over-year increase in average gift size. The transaction volume increased 36% compared to last year and large giving amounts helped the overall growth of #GivingTuesday.

Blackbaud is the leading provider of online fundraising software and online donation processing, handling more than $3 billion annually in online fundraising. The analysis is based on over 3,800 nonprofit organizations that received at least one online donation on #GivingTuesday 2013.

This growth on #GivingTuesday supports other data we’re seeing in fundraising. According to the Blackbaud Index, overall giving is up 4.4% through October 2013  and online giving is up 11.8% compared to the same 10 months of last year. These are positive signs as we head into year-end giving.

#GivingTuesday 2014

In 2014, #GivingTuesday will fall on December 2nd. Start thinking now about how your nonprofit organization can be part of the movement.


Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Stanford Social Innovation Review, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Conference (NTC), Institute of Fundraising National Convention (United Kingdom), Civil Society Conference (Netherlands), International Fundraising Congress (Netherlands), Ask Direct Fundraising Summer School (Ireland), and a keynote speaker at several conferences across the social good sector.

Steve previously served on the Nonprofit Technology Network (NTEN) Board of Directors and is currently an adjunct faculty member at Columbia University.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, became a bestseller in 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.

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