Giving Tuesday 2021: Predictions, Stats & Facts

Digital Fundraising

Prediction: Giving will surpass $3 Billion on November 30th, 2021

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 $3.048 Billion will be raised on Giving Tuesday 2021. This will be a 27% or $648 million increase over 2020’s record-breaking $2.4B.

@WholeWhale predicts that over $3 Billion will be raised on #GivingTuesday November 30th, 2021Click To Tweet

“The GivingTuesday Data Commons estimates that 35 million adults participated in many ways on GivingTuesday 2021 in the U.S., a 6% increase over 2020. Giving in the United States alone totaled $2.7 billion representing a 9% increase compared to GivingTuesday 2020, and a 37% increase since 2019. With unprecedented levels of giving in 2020, these totals represent a significant continued trend of increased generosity.”

Ongoing reporting form GivingTuesday Data Commons 12/2/2021

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

  • Remote work and lack of social connection to on-the-ground nonprofits
  • Increased social assistance support coming from the Government may impact perception of nonprofit need
  • Return to pre-COVID giving patterns may depress giving this year

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

  • September/October search for “Giving Tuesday” is up 60% year-over-year
  • Increased money supply due to record stock market performance and Government stimulus
  • New avenues of donations from cryptocurrency platforms like The Giving Block, combined with huge gains in digital currencies in 2021

Want more tips from the GivingTuesday experts? Check out our course with Chief Whaler George Weiner and GivingTuesday’s own Director of Digital Strategy Kathleen Murphy. You’ll learn best practices and get immediately-usable tactics for your campaign.

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 November 30th, 2021


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. 

 

Online Course

Online Fundraising Essentials

Build a successful online fundraising strategy from the ground up

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 2020 stats

  • Total amount donated: $2.4 Billion
  • Participants: 34.8 million people participated in GivingTuesday 2020, a 29% increase over 2019
    • Whole Whale prediction: $605 million – didn’t include additional institution reporting.
    • Compared to last year:  +$500M or 25% over 2019

Giving Tuesday 2019 stats

  • Total amount donated: $511 million* Later updated in 2020 to $1.97 billion
  •  Participants: 24.7M
    • 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 2021