#GivingTuesday – Time To Get Ready

#GivingTuesday is an alternative to the Black Friday and Cyber Monday trends that we all know and love. It debuted in 2012 and over 10,000 non-profit groups have taken part in this event while tens of millions of dollars have been raised. Pretty impressive in only a few short years.

Blackbaud is a group that helps organizations achieve their missions, they combine technology solutions and expertise to achieve these goals and missions. They have come up with a Giving Tuesday Trends report which offers some great insight into the extreme success of this event.

Some of the key trends regarding #GivingTuesday that are worth noting include:

1) #GivingTuesday has achieved double-digit growth, year over year since their debut in 2012

2) Larger organizations have received the most in terms of donations, but this trend is beginning to shift

3) Faith-based organizations receive the largest amount of online donations

4) Average online donation amount exceeds $100

5) Approximately 17% of online donation form views in 2014 were from a mobile device

The above trends are from data collected and reviewed since 2012. Data received is from more than 4,300 organizations and represents over $55.6 million in donations collected on #GivingTuesday

The one thing we noticed in the report that made us sad was the amount and quantity of donations received for animal groups.

#GivingTuesday average donations for animals is only $64 - let's make that better for 2015!
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Faith-based donations had the highest amount with an average donation amount of $280.

Another disappointing aspect of their studies are the distribution amount of donations – sadly animals and environment only received 4% of the overall donations received on #GivingTuesday in 2014. The only sectors that received less were arts and culture at 1% and public/society at 3%. Faith based charities received the most at 21%.

Clearly animal welfare groups need to find creative and innovative ways to use this day to their advantage.

Now is the time to really start thinking about how you will promote your group on #GivingTuesday – think about creatives, marketing outreach, contests, videos – start brainstorming on how your group can capture a larger portion of the kindness this day seems to bring.

We will follow up this post with another with some ideas you can use to take advantage of all this event can bring to your animal group!