Consciousness of #GivingTuesday — the net celebration of giving held the Tuesday after Thanksgiving — is rising, a survey carried out by Elegant, a web-based and cellular fundraising platform for nonprofits, finds.
Based mostly on a survey of a thousand U.S. adults, the report, Why America Offers 2019: How Present Occasions, Expertise, and Seasonality Influence Donor Plans (32 pages, PDF), discovered that 37 p.c of respondents had been conscious of #GivingTuesday, up 10 proportion factors from 2018 — together with 50 p.c of Gen Z respondents (ages 18 to 22), 39 p.c of millennials (ages 23 to 38), 38 p.c of Gen Xers (ages 39 to 54), and 33 p.c of boomers (ages 55 to 73).
Amongst those that had heard of #GivingTuesday, 53 p.c stated that they had donated to a #GivingTuesday marketing campaign in 2018. Gen X respondents (25 p.c) had been extra prone to say they deliberate to take part in #GivingTuesday this yr than had been Gen Zers (18 p.c), millennials (17 p.c), or boomers (17 p.c). And whereas solely 20 p.c of all respondents deliberate to make a donation this yr, 39 p.c of those that plan to stated they’d give greater than they did final yr, whereas 50 p.c stated they’d give the identical quantity and solely 10 p.c stated they’d give much less. In 2018, charities and nonprofits taking part within the occasion raised greater than $380 million, up 27 p.c from 2017.
Based on the survey, 43 p.c of respondents stated any refund they obtained on their 2018 taxes can have no affect on how a lot they provide this yr, whereas 46 p.c stated their political views performed a big position in figuring out the recipients of their giving, up from 39 p.c in 2018. As in 2017, the highest three causes to which respondents stated they’d most probably donate had been catastrophe aid (41 p.c), the atmosphere and animal welfare (39 p.c), and well being (35 p.c). And whereas 67 p.c of respondents stated serving to a trigger they cared about was their main motivation for giving, peer strain additionally performs a task, with 34 p.c of all respondents — 43 p.c of males and 39 p.c of girls — saying they’d be extra seemingly to provide if requested to in entrance of different folks. As well as, about 4 in ten Gen X, millennial, and Gen Z respondents stated they’d have much less belief in a company that does not enable them to donate on-line or by way of a cellular system.
“As we reviewed the survey information whereas growing our report, we had been inspired to see consciousness of Giving Tuesday improve since final yr, which is a testomony to the nice work being completed at nonprofit organizations throughout the nation in rallying their supporters,” stated Elegant co-founder and CEO Scot Chisholm. “With latest research exhibiting that extra Individuals give to charity than vote, generosity is actually a cornerstone of our nation, and the growing consciousness for this necessary giving occasion is promising for nonprofits.”