How to spend $4 million in one hour: A #GivingTuesday 2017 recap

Congratulations! In less than one week, you consumed unholy amounts of pumpkin pie, saved tens of dollars Black Friday shopping, and guided your awesome nonprofit organization to #GivingTuesday2017 success.

At Whole Whale, we’re keeping the fun going by compiling the latest #GivingTuesday news and data right here. See if our Giving Tuesday projections hold up, gauge how well your organization fared, and get some ideas for #GivingTuesday 2018 (which falls on November 27, in case you want to make a GCal event).

December 1, 2017

We are thrilled to announce that the official Giving Tuesday 2017 totals far exceed our projections, with the sixth annual day of giving bringing in more than $274 million for deserving nonprofits nationwide (#GivingTuesday Data Project).

That’s a 55%, or $97 million, increase from 2016 – the strongest percentage gain in two years. The number of participating nonprofits and total donations also increased by 11% and 20%, respectively (Blackbaud).

92Y, the Manhattan-based organization behind Giving Tuesday, was encouraged to see 75% of all participating nonprofits unveil fresh #GivingTuesday campaigns. Henry Timms, Director of 92Y and co-founder of Giving Tuesday, sees this experimentation and widescale participation as an encouraging sign for the sector.

We look forward to conducting more detailed analysis once more data become available. For now, we can confidently say we overestimated the impact of this year’s many natural disasters on charitable giving. We are hopeful Giving Tuesday 2017 performance is indicative of continued donor participation in end of year fundraising campaigns.

November 29, 2017

As of midday on Tuesday, total online giving through Blackbaud donation forms were up 30% from the same time in 2016. Furthermore, Blackbaud reported an 11% increase in the number of participating nonprofits.

Tallying $10,647,457 in online donations yesterday, Classy, an online fundraising platform, reported a 56.1% year-over-year increase in unique Giving Tuesday campaigns. They also sawa 58.8% increase in individuals donating through the platform.

In line with this, the total number of donors per campaign also improved — up to an average  21.3 donors from 20.9 donors in 2016. You can explore more fun stats in their full #GivingTuesday recap.

If Classy and Blackbaud’s data are indicators of overall Giving Tuesday activity, we can at this point make an educated guess
total online giving increased between 5% and 30%. This would leave us with a total amount raised hovering between $176.4 million and $218.4 million (compared to $168 million in 2016). As more data are made available, we’ll be able to report with greater specificity (in the meantime, we stand by our projected $201.6 million total).

Other takeaways from Tuesday 2017

Blackbaud projects nearly 20% of all donations were made using a mobile device, up 18% from 2016

The Bill and Melinda Gates Foundation and Facebook partnered to match up to $2 million of donations. We were excited to see all $2 million was met within the first hour. Meanwhile, Facebook waived all fees for donations made through its platform for the full day.

Giving started early and continued strong throughout the day, with peak donation periods at 10:00am, 12:00pm, and 8:00pm (Classy).

How did your org fare on #GivingTuesday 2017? Tweet us with the hashtag #WhaledIt!