Giving Tuesday 2018: Predictions, Stats and Facts

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. Here are 29 ideas for Giving Tuesday and 48 general fundraising ideas to add to your calendar if your nonprofit is thinking about participating in 2018’s #GivingTuesday on November 27, 2018.

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, this unofficial kick-off to end-of-year giving has yet to move overall charitable contributions beyond this 2% threshold. Based on 2017, in which the percent of giving versus GDP reached an impressive high of 2.12% (driven in no small part by the advent of the Facebook donate button), 2018 may be the year in which individual giving truly surpasses the threshold. 

Here are more facts, statistics, and predictions for Giving Tuesday 2018.

2018 Prediction: Giving will surpass $300M

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 $331 million will be raised on Giving Tuesday 2018. This will be a 21% or $57 million increase over 2017’s record-breaking pull of $274 million.

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 2017 by the numbers

  • Giving Tuesday gifts: 2.4 million
  • Total amount donated: $274 million
    • Compared to last year: $168 million in 2016 meant a growth of 63% 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 by the numbers

  • 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 by the numbers

  • 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 by the numbers

  • 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 by the numbers

  • 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 by the numbers

  • 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)

Curious to see how our 2017 projections held up? Check out our Giving Tuesday 2017 Recap for stats and insights from the 6th annual day of giving.