Online levels of grassroots giving for May 5 event were similar to GivingTuesday 2019 in the U.S.; deeper analysis will offer additional insights for sector resilience
On May 5, 2020 #GivingTuesdayNow created a surge of grassroots giving with more than $503M projected in U.S. online donations. The event was launched by GivingTuesday—in addition to the annual GivingTuesday that will take place on December 1, 2020—as an emergency response to the unprecedented need caused by COVID-19. GivingTuesday shared these early results as deeper analysis to support sector resilience is ongoing.
Initial results from GivingTuesday’s platform partners suggest that a total of more than $503M in online donations was generated on #GivingTuesdayNow. Many of these partners reported that the day represented a peak within an overall lifted period for online giving.
GivingTuesday reports that online donation levels look similar to the online totals from GivingTuesday 2019, which took place on December 3, 2019. Estimates for offline giving during #GivingTuesdayNow will require more analysis.
“Our strategy for #GivingTuesdayNow is to measure trends in giving during a global crisis response,” said Woodrow Rosenbaum, GivingTuesday’s Chief Data Officer. “In addition to this preliminary total, we’re working to evaluate generosity over a longer period of time, not just a single day, and to provide critical context for a unique moment in time. We are looking at donor motivations, behaviors and response channels and will share an in-depth report of results in the coming months. We hope that this work not only provides insights into this moment but also provides the for-purpose sector with actionable learning for engaging people during a crisis and beyond.”
The GivingTuesday Data Commons continues to collaborate with giving platforms and other stakeholders around the world, dedicated to primary research on giving trends and generous behavior. A full report on giving during the crisis and increasing sector resilience will be available in June.
GivingTuesday was born and incubated at the 92nd Street Y and its Belfer Center for Innovation & Social Impact in New York City. GivingTuesday is now an independent nonprofit, having grown into a global movement, inspiring hundreds of millions of people to give, collaborate, and celebrate generosity year-round.
