What does Giving Tuesday mean?
Giving Tuesday is also hailed as the “Worldwide Day of Giving.” This day emerged as a counter-trend to the consumer-oriented Black Friday and aims to ignite a sense of solidarity and support among people. This trend has already taken off in North America, and is gradually gaining recognition in the DACH-region, although Germany appears to have some catching up to do. Organizations pioneering this trend in the DACH-region, are laying the groundwork for a new tradition to establish itself in the fundraising market. Giving Tuesday takes place every year on the Tuesday after Black Friday, making it an ideal kick-off date for the year-end fundraising period. It is worth marking this day in your calendar.
Why does Giving Tuesday need special attention during year-end fundraising?
Donors who feel valued give more generously. Giving Tuesday is the perfect opportunity to do just that. Before you ask for something, give something back to your supporters. They will thank you. Current figures show that 2.9% of all Year-End revenue is generated on Giving Tuesday (source Next After). There is even more potential in this that is worth tapping. In the US, Giving Tuesday revenue grew 3700% (from $10M to $380M) during the last 6 years. Apart from that, the hashtag “Giving Tuesday” has been used 1.3 billion times and now 150 countries participate in Giving Tuesday campaigns. Giving Tuesday is becoming an international movement. This is significant for fundraising organizations because the overall willingness to donate increases and they can use the momentum of the movement to make themselves visible.