And that's a wrap. #GivingTuesday 2018 has celebrated its 7th birthday, ushered in the year-end fundraising season, raised $380 million USD for causes around the globe, and already saved the date for its 8th birthday (December 3, 2019).
Over the past several years, we've been reporting emergent #GivingTuesday trends as the movement has matured. For 2018, despite midterm-election-related giving fatigue, we were happy to see that #GivingTuesday continues to turn out strong results for our Springboard clients.
Some 2018 #GT highlights from across the Springboard platform:
- Total raised: $4.2 million (up 3%*)
- Total number of gifts: 44,900 (up 5%*)
- Average gift amount: $115 (down 2%*)
*All results reflect year-over-year comparisons for clients with both 2017 and 2018 Springboard data.
A few other observations from this go-round:
Springboard clients are using features like sustainer upsell, upgrade, and multiple gift strings within a single donation form to actively encourage monthly gifts. Consistent with what we've seen over the last several years, organizations that promote a monthly gift option (in addition to offering the typical one-shot matched gift) typically see 2-7% of their #GivingTuesday gift numbers from new sustainers. While the relative percentage of #GT revenue is small, the total long-term value of these gifts is significant.
While giving on tablets has stabilized at 8-10% of total gift numbers, donations made on desktops are still the majority at approximately 70% of gifts, with mobile accounting for around 19%. However, we're seeing desktop donations lose 5-7% of giftshare to mobile each year, as the gap between devices steadily closes.
Because organizations are increasingly presenting #GivingTuesday as the kickoff to their year-end fundraising efforts, we're tracking the entire supporter arc from November 27 to December 31. We look forward to a post-holiday cup of hot chocolate and reporting Springboard year-end fundraising highlights in January. Stay tuned!