Online donations rise on UK’s first Giving Tuesday
Howard Lake | 5 December 2014 | News
Three online giving platforms have reported substantial increases in online giving on 2 December, the first time that the international Giving Tuesday campaign has been promoted in the UK.
Localgiving handles £75,000+ on #GivingTuesday
Localgiving.com handled over £75,000 in 24 hours. The site ran its Triple Tenner Tuesday promotion on the day, and tripled 1,000 £10 donations made to local charities listed on its site. As a result 583 charities benefited from 2,189 people donating in the 24 hour period.
The 1,000 £10 donations were selected at random at the end of the promotion. The site added £20 to each of the donations. The match funding was provided by the Office for Civil Society “in conjunction with a private philanthropist”.
Stephen Mallinson, Chief Executive of Localgiving said:
“The UK’s first #GivingTuesday was a resounding success. We’re delighted with the results of our Triple Tenner Tuesday promotion, which demonstrates the power of match funding in encouraging people to donate”.
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Blackbaud reports 270% increase on one year before
Blackbaud reported that its charity clients benefited from a 270% increase in donations made via its platform compared to the same Tuesday in 2013. Donations were 43% higher than any other Tuesday in the past year.
80% increase in text donations via JustGiving
JustGiving, which launched its #ICare Twitter campaign in the run-up to Giving Tuesday, reported that text donations were up by 80%, and the total number of donations increased by 46% compared to the same day last year.
£2,500 per minute donated via Visa
Visa Europe reported that £2,500 was being donated each minute to UK charities by its card holders, a 10% increase on the donations figure for the same day in 2013.
Giving Tuesday in the USA
In the USA the amount donated on Giving Tuesday increased this year by 63% from the $28m given in 2013 to $46m, with an average gift of $154, according to research from Indiana University’s Lilly Family School of Philanthropy and the Case Foundation. Last year, about $28 million was raised. In 2012, it was about $13.5 million.
The Case Foundation has produced an infographic covering some of the achievements and metrics for the day.
Giving Tuesday 2014 results from the Case Foundation
In addition, online donation platform Network for Good reported a 300% increase in donations handled compared to last year. This year “2,359 nonprofits raised $2,693,353”.
Network for Good Giving Tuesday total 2014
The final total will be higher thanks to $107,734 of matching funds from the Network For Good Generosity Fund and the Constant Contact CARES programme.
Smile Train
Cleft charity Smile Train reports that it raised about $30K more than last year online thanks to a range of new digital and social engagement tactics. The charity offered an interactive giving experience, Dreaming of Midnight in a departure from the traditional US year-end giving appeal. The campaign employs interactive storytelling and digital tactics, including twinkling hot spots that can be clicked to donate and socially sharable Vines, to capture visually the hardships of cleft and to inspire giving.
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.