Giving Tuesday Thought Leadership Summit Spring 2018
The #GivingTuesday organization and WePay recently held a Thought Leadership Summit in San Francisco. In addition to the #GivingTuesday organization, 20+ leaders from GoFundMe, IndieGogo, Classy, YouCaring, Movember, the Bill and Melinda Gates Foundation, and many others – platforms and organizations that participate in and help to drive the global #GivingTuesday movement – came together to discuss all things #GivingTuesday.
Similar to last year's successful event, all participants came prepared to discuss with and learn from one another. The key portion of the meeting was a presentation of learnings from the most recent #GivingTuesday event both from the organization itself and from some of the platforms who took part, with a goal of improving on fundraising success, driving toward greater participation, and success in achieving some of the great goals that supporting organizations use the event to achieve.
One of the points of the gatherings is to plan for and report on the DataDives that are organized after each #GivingTuesday in order to gain information, build tools and derive lessons that can improve the approach and effectiveness of the movement. One tool that was prepared looks deeply into network effects from groups of connected donors and how they affect and change giving patterns.
#GivingTuesday is an active organization, independently-led, in 42 countries around the world with participation in over 150 countries. Awareness of the movement and its aims has risen from 25% of the population in the US in 2013 to 58% in 2017. More importantly, 67% of those aware of the organization participate.
YouCaring presented data about a campaign to promote donor matching and saw a significant spike in donations when they were going to be matched. DonorsChoose.org corroborated this information and also found that people are more likely to give on #GivingTuesday itself and that when a match is offered, a match from a recognizable name or person performs better than anonymous matching.
The #GivingTuesday organization reported that over time on average, 75% of donors are repeat donors on #GivingTuesday and 25% are new donors to a particular platform. 60.4% of donors only give to one particular cause.
Another finding was that donors who are already committed to a donation are prepared to hear and engage with very complex messages about the organization and donation. However, early communications such as emails and simple and clear messages still work better.
One final finding from a couple of organizations was that upgrades to recurring donations from one-off donations are very worthwhile. People who are prepared to sign up for a recurring monthly donation end up donating 79% more over time than those prepared to donate a single time but greater amount.
Enthusiasm and support for the #GivingTuesday organization and movement remained strong with all organizations taking part saying that it was a valuable platform and one which resulted in stronger engagement and increased giving. In fact, #GivingTuesday results in more donations than even a natural disaster or other high donation dates like December 31st (last day for donations to be written off for taxes in that year). It also results in higher retention rates for donors to stay with online donation platforms and return for other interactions.
We are excited to continue collaborating with the #GivingTuesday team, DataKind, and the Bill and Melinda Gates Foundation to better understand giving behavior in the crowdfunding space.