#GivingTuesday donations made via the platform in 2017 jumped almost eight-fold, to $45 million, from $6.8 million in 2016 — an increase many attributed to the social media giant's decision to waive its 5 percent transaction fee, as well as a $2 million match from the Bill & Melinda Gates Foundation. The donation total jumped again in 2018, nearly tripling to $125 million and exhausting, "in seconds," a first-come, first-served $7 million match from Facebook and PayPal. In 2019, the company added a "Donation" sticker to its Facebook and Instagram Stories mobile apps and an optional "Donate" button to nonprofit business profiles on the platform — and again offered the $7 million match, which was capped at $100,000 per nonprofit and $20,000 per donor. According to Forbes, nonprofits will learn later this month what portion, if any, of the donations they received were matched, although the funds won't be made available until February.
The first-come, first-served matching model is controversial among some nonprofit leaders, who see it as forcing charities to focus disproportionate effort on a match that runs out quickly. "Facebook also limits donor information and disburses funds slowly," Molly Trerotola, director of strategic engagement at Give Lively, told Forbes, "which our nonprofit members have reported make it difficult to thank their contributors and report on #GivingTuesday fundraising success."