JustGiving expects digital donations to peak on 21 December
Howard Lake | 21 December 2012 | News
Online fundraising service JustGiving 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.
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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 JustGiving.com
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.
- JustGiving overhauls donation fee model to let donors take on costs (26 April 2018)
- Prêt launches fundraising Christmas sandwich in July (15 July 2021)
- JustGiving experiences a mobile Christmas (8 January 2014)
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.