Giving Tuesday 2020: Predictions, Stats & Facts

2020 Prediction: Giving will surpass $605M

Based on our analysis that incorporates an adjusted linear regression, trends in Google Search terms around “Giving Tuesday,” and national giving trends, we predict that $605 million will be raised on Giving Tuesday 2020. This will be a 18% or $94 million increase over 2019’s record-breaking estimated pull of +$400 million.
Giving Tuesday 2020 Predictions and Statistics, courtesy of Whole Whale

Predictions are hard, especially when they are about the future. @WholeWhale predicts that over $605M will be raised on #GivingTuesday December 1st, 2020 Click To Tweet

This year is less predictable than 2019 due to a number of factors that we see impacting this day-of-giving. Some of the negative indicators that we think will slow giving:

  • US Unemployment Rate is around 10%, meaning more people will be more conservative in giving.
  • Election year giving traditionally doesn’t impact nonprofit giving, but this is an unprecedented year for online political fundraising.
  • The current Q1 Giving trend down 6% (AFP) due to COVID.
  • May 5th Giving Tuesday to support COVID may have moved giving away from the end-of-year brand push.

Some of the positive indicators that may help Giving Tuesday results:

  • August/September search for “Giving Tuesday” is up 80% year-over-year, partially due to the May Giving Tuesday Brand push.
  • Larger Digital Fundraising prep due to COVID-19 reduction of in-person events means that nonprofits may be more ready to activate their audiences.

Want more #GivingTuesday tips from the GivingTuesday experts? Join our upcoming live training on Thursday 11/5 at 3pm EST with CEO George Weiner to learn the Best Practices for Giving Tuesday 2020.

2019 Giving Tuesday Results

GivingTuesday.org announced on December 5th, 2019 that $511M was raised on the day of giving. This is a 28% increase from 2018. In 2019, Whole Whale predicted a $502M increase in giving, not bad if you ask us (or a Vegas Line Maker.

We’re huge nonprofit data geeks at Whole Whale, and few raw data gets us as excited as the data we collect each year around Giving Tuesday, the epic day of giving that has followed Black Friday and Cyber Monday in the U.S. since 2012. You don’t want to miss out on this great day of nonprofit love — here are 31 ideas for Giving Tuesday and 48 general fundraising ideas to add to your calendar if your nonprofit is thinking about participating in this year’s #GivingTuesday on December 1, 2020


One of the most striking things to note when it comes to charitable giving on the Tuesday after Thanksgiving is that overall giving in the US has been anchored to GDP at the rate of 2%. Since Giving Tuesday’s founding in 2012 by the 92nd Street Y, this unofficial kick-off to end-of-year giving has yet to move overall charitable contributions beyond this 2% threshold. 

 

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Giving Tuesday Facts and Statistics

Here is our breakdown of relevant stats and facts by year for Giving Tuesday, along with general giving trends and Giving Tuesday’s place in the larger Thanksgiving shopping headspace.

Who Knows About Giving Tuesday?

In a 2015 national survey by the John Templeton Foundation, 93% of consumers said they were familiar with Black Friday, while only 18% were familiar with Giving Tuesday. Sadly search behavior around these two keywords is even more disproportionate, according to Google Trends data that indicates search volume.

Giving Tuesday 2019 stats

  • Giving Tuesday gifts: +4 million
  • Total amount donated: $511 million
    • Whole Whale prediction: $502 million
    • Compared to last year: +$131 million ~ 28%

Giving Tuesday 2018 stats

  • Giving Tuesday gifts: 3.6 million
  • Total amount donated: $380 million, later updated to $400 million
    • Whole Whale prediction: $363 million
    • Compared to last year: +$100 million
  • Total US donations: $427.7 billion (Giving USA 2017) which represents 2.05% of the 2018 US GDP ($20.89 trillion)
  • Mean gift: $105 (Giving Tuesday Data Project)

Giving Tuesday 2017 stats

  • Giving Tuesday gifts: 2.5 million
  • Total amount donated: >$300 million
    • Whole Whale prediction: $280 million
    • Compared to last year: $168 million in 2016 meant a growth of 44% YoY
  • Total US donations: $410 billion (Giving USA 2017) which represents 2.12% of the 2017 US GDP ($19.39 trillion)
  • Average gift: $111 (Giving Tuesday Data Project)
  • Social Mentions: 1,010,045 (Giving Tuesday Data Project)

 

Giving Tuesday 2016 stats

  • Giving Tuesday gifts: 1.56 million
  • Total amount donated: $168 million
    • Compared to last year: $116.7 million in 2015 meant a growth of 44% YoY
  • Total US donations: $379.89 billion (according to Giving USA), which represents 2.05% of the 2016 US GDP ($18,561.93 billion)
  • Average gift: $107 (Blackbaud)

 

Giving Tuesday 2015 stats

  • Giving Tuesday gifts: 698,961
  • Total amount donated: $116.7 million
    • Compared to last year: $47.5 million in 2014 meant a growth of 45% YoY)
  • Total US donations: $358.4 billion (according to Giving USA), which represents 1.99% of the 2015 US GDP ($17,968.2 billion)
  • Average gift: $137 (Blackbaud)

 

Giving Tuesday 2014 stats

  • Giving Tuesday partners: +20,000 (15,000 of which were NGOs)
  • Total amount donated: $47.5 million
  • Total US donations: $358.38 billion  (according to NP Trust), which represents 2.06% of the 2014 US GDP ($17,348.08 billion)

 

Giving Tuesday 2013 stats

  • Giving Tuesday Partners: 8,500 (7,000 of which were NGOs)
  • Average raised per partner: $3,857 per NGO
  • Total amount donated: $27 million
    • Compared to last year: $12 million in 2012 meant a growth of 125% YoY
  • Total US donations: $335.17 billion, which represents 1.99% of the 2013 US GDP ($335.17 billion)
  • Average gift: $143 (Blackbaud)

 

Giving Tuesday 2012 stats

  • Giving Tuesday Partners: 2,500 NGOs
  • Average raised per partner: $4,800
  • Total amount donated: $12 million
  • Total US donations: $228.93 billion, which represents 1.5% of the 2012 GDP ($15,553.8 billion perUS GDP trend)
  • Average gift: $101 (Blackbaud)

In need of some fundraising ideas for Giving Tuesday? Here’s a list of 31+ fundraising ideas you may have not thought of yet for the 7th annual day of giving.

Giving Tuesday Trends and Prediction 2020