Awareness of #GivingTuesday — the online celebration of giving held the Tuesday after Thanksgiving — is growing, a survey conducted by Classy, an online and mobile fundraising platform for nonprofits, finds.
Based on a survey of a thousand U.S. adults, the report, Why America Gives 2019: How Current Events, Technology, and Seasonality Impact Donor Plans (32 pages, PDF), found that 37 percent of respondents were aware of #GivingTuesday, up 10 percentage points from 2018 — including 50 percent of Gen Z respondents (ages 18 to 22), 39 percent of millennials (ages 23 to 38), 38 percent of Gen Xers (ages 39 to 54), and 33 percent of boomers (ages 55 to 73).
Among those who had heard of #GivingTuesday, 53 percent said they had donated to a #GivingTuesday campaign in 2018. Gen X respondents (25 percent) were more likely to say they planned to participate in #GivingTuesday this year than were Gen Zers (18 percent), millennials (17 percent), or boomers (17 percent). And while only 20 percent of all respondents planned to make a donation this year, 39 percent of those who plan to said they would give more than they did last year, while 50 percent said they would give the same amount and only 10 percent said they would give less. In 2018, charities and nonprofits participating in the event raised more than $380 million, up 27 percent from 2017.
According to the survey, 43 percent of respondents said any refund they received on their 2018 taxes will have no impact on how much they give this year, while 46 percent said their political beliefs played a large role in determining the recipients of their giving, up from 39 percent in 2018. As in 2017, the top three causes to which respondents said they would most likely donate were disaster relief (41 percent), the environment and animal welfare (39 percent), and health (35 percent). And while 67 percent of respondents said helping a cause they cared about was their primary motivation for giving, peer pressure also plays a role, with 34 percent of all respondents — 43 percent of men and 39 percent of women — saying they would be more likely to give if asked to in front of other people. In addition, about four in ten Gen X, millennial, and Gen Z respondents said they would have less trust in an organization that doesn't allow them to donate online or through a mobile device.
"As we reviewed the survey data while developing our report, we were encouraged to see awareness of Giving Tuesday increase since last year, which is a testament to the great work being done at nonprofit organizations across the country in rallying their supporters," said Classy co-founder and CEO Scot Chisholm. "With recent studies showing that more Americans give to charity than vote, generosity is truly a cornerstone of our country, and the increasing awareness for this important giving event is promising for nonprofits."