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JustGiving expects digital donations to peak on 21 December

JustGiving expects digital donations to peak on 21 December

Online fundraising service anticipates that 21 December will see the largest amount donated online in one day in the whole of 2012. Based on previous festive season giving figures for the site, online giving is expected nearly to double today, compared to an average December day.

JustGiving reports that the most generous day for online giving typically falls about four or five days before Christmas, before offices and workplaces close for the holiday.

A growing volume of donations will be made using smartphones and tablets, according to JustGiving's research, and this is likely to jump significantly in the New Year as many people start using their new technology Christmas presents.

This heightened ‘Christmas spirit’ is helped along by evolving technology, with a significant proportion of these spontaneous offerings expected to come from mobile devices such as smartphones and tablets. For example, in January 2012 the online giving platform saw a 100% month on month jump in traffic from mobiles.

The growth in mobile donations is happening in other areas too. Tonight's Text Santa event on ITV is encouraging the public to make donations via text or online.

Top online giving days on

The "most generous day of the year" for donations on JustGiving in recent years have been:

  • 2007: 21 December
  • 2008: 23 December
  • 2009: 22 December
  • 2010: 22 December 
  • 2011: 22 December

Spread the Joy

JustGiving is highlighting nine inspirational Christmas fundraising initiatives in the run up to Christmas with its Spread the Joy campaign. The company will donate £1,000 to the story that is shared the most on social media by Christmas.

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Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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