In one 24 hour period this week, donations of over $50 million were made to non-profits across the world. Tuesday December 2nd was the third annual #GivingTuesday, a movement started in 2012 by the 92nd Street Y (a nonprofit cultural and community Center located in New York City) and the United Nations Foundation as a response to the dominant commercialisation surrounding Thanksgiving.
With Black Friday and Cyber Monday classed as retail’s biggest volume trading days in the year, #GivingTuesday was started to promote Giving back to communities, charities, philanthropic organisations and more.
The movement has created a national day of Giving in the United States at the beginning of the Christmas holiday season. #GivingTuesday promotes giving in all forms - giving time, expertise and donating money.
Universities across North America took advantage of #GivingTuesday to drive fundraising efforts. Northwestern University in Chicago launched a huge campaign #CATSGiveBack with hourly giving challenges and give-aways to encourage alumni to donate back to their alma mater.
The campaign started at 7am, and by lunchtime, the University had raised $169,800 from 320 donors. Support flooded in and high-net-worth alumni challenged others to join in on the giving. Adam Karr, MD at Orbis Investment Management, pledged to match alumni gifts dollar-for-dollar and donated $25,000.
Northwestern ended #GivingTuesday having raised a total of $320,000 from more than 700 donors in one 24 hour period.
See the twitter storm here - #CATSGiveBack
Online giving on #GivingTuesday was up over 36% compared to 2013, where as Black Friday spending decreased by over 10% compared to last year. Blackbaud, one of the world’s leading online fundraising and donation processing providers for the non-profit sector, processed over $26.1 million in online donations on Tuesday alone.
This is proof that the culture of Giving is alive and well. We're really excited to see the levels are increasing.
In this Season of Giving, make the ask, and your alumni will give.