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Research Outline
Prepared for Patrick C. | Delivered June 9, 2020
Holiday Donation Drives
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Goals
To obtain general statistics and case studies on successful holiday donation campaigns in order to understand what encourages people to give and how to stand out from the crowd.
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Early Findings
General Holiday Donation Statistics
Around
$48 million
is donated to nonprofits during the last three months of the year.
Over
50%
of charities receive the majority of their donations between October to December with
18%-31%
of donations occurring in December and
12%
occurring the last three days of the year.
About
22% of online giving
is done the last two days of the year.
Donations given by first time donors in December are
52% larger
than those given by first time donors any other time of the year.
#GivingTuesday
GivingTuesday
is a global movement started in 2012 to inspire people to donate money and time to their charity of choice beginning on the first Tuesday of December. In 2019, total giving during GivingTuesday events was estimated at
$1.97 billion
. Over
13 million
American adults donated during GivingTuesday events.
Paypal has partnered with the GivingTuesday organization to allow donations to be made through the payment platform. In 2019,
$106 million
was given to GivingTuesday charities through Paypal.
The initiative is also highly publicized through
NBC and MSNBC
channels in addition to social media, with over
20 billion social media impressions
using the hashtag in 2019.
The organization provides a complete
toolkit and a newsletter
with tips and ideas to nonprofit organizations interested in participating. Nonprofits who register with the organization will be featured on the website, making it easy for donors to find charities they are interested in.
Donations are not collected directly by the GivingTuesday organization nor do they charge any fees to register. All
donations
are made directly to the charity through their own giving platforms.
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