Learn more about analytics and research best practices, as well as real world examples and solutions for nonprofits.


Nov 6, 2023

Giving Tuesday: Is it still working for you?

In the past, some of us at Analytical Ones have been a little “Grinch-y” about Giving Tuesday. Being blitzed by emails during the workday can be overwhelming. However, we won’t knock it if it’s working!

In September, Classy (the online fundraising platform utilized by many nonprofits) held a webinar titled “How Nonprofits Can Leverage Data to Build Long-Term Relationships”. Buried in this webinar were golden nuggets regarding donation trends around Giving Tuesday such as:

  • 25% of donation volume occurs between Giving Tuesday & December 31st
  • 12x more donors were acquired on Giving Tuesday than on an average day


The most compelling information to us is that Giving Tuesday “giving” actually starts on Monday and new recurring donations increased year over year on the last Giving Tuesday as well!

There are 22 days until Giving Tuesday and it’s not too late to tweak your digital campaigns to include a warmup email or social post on Monday. Make your offer stand out in the crowd of communications that individuals will be bombarded with that day and don’t forget to incorporate opportunities for sustaining giving as well!


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