Twenty-Nine Percent More Americans Gave on #GivingTuesday in 2020
2020 has been an uncertain year, with the pandemic throwing all nonprofits’ fundraising strategies out the window. But if one thing has remained constant, it’s the generosity of Americans. Even in a financially difficult year — one where the pandemic has made businesses and organizations across the U.S. cut budgets, furlough and/or layoff staff, and even close their doors — people continued to give to charities that help those in need.
This generosity was shown earlier this year on #GivingTuesdayNow, a giving day that raised money for those impacted by COVID-19, in which Americans gave more than $503 million. But as the pandemic continued its course throughout the following months, we wondered how this would affect the annual #GivingTuesday.
According to a statement by GivingTuesday, Americans donated 25% more on this year’s #GivingTuesday compared to the previous year. Donations on December 1 totaled an estimated $2.47 billion. Further, GivingTuesday Data Commons estimates that 34.8 million people participated in the giving day this year, an increase of 29% compared to the previous year.
“This groundswell of giving reaffirms that generosity is universal and powerful, and that it acts as an antidote to fear, division, and isolation. Throughout this year, we have seen people driving extraordinary efforts rooted in a pursuit of equity, community and shared humanity–driving giving and action across all races, faiths and political views. We know that when we act collectively — what we can, with what we have, from where we are — we can make massive change happen. Now, let’s resolve to carry this energy forward to reimagine a world where generosity is at the heart of all we do.” — Asha Curran, co-founder and CEO of GivingTuesday
Classy, a provider of online fundraising solutions, announced that it processed $37.9 million in donations on its platform, providing financial support to over 9,000 nonprofits. This reflects a 95% year-over-year increase in donation volume compared to 2019.
"This year has been full of challenges, yet Americans' desire to help others has only grown. I am humbled to see the donations pour in for the thousands of nonprofit customers we support. The social sector stepped up in a big way this year to respond to the COVID-19 pandemic, and donors showed up for these organizations this #GivingTuesday." — Scot Chisholm, CEO and co-founder of Classy
RKD Group reported that a total of $6.05 million was raised on #GivingTuesday among 20 food banks, an increase of 471%. These same food banks raised $1.28 million on #GivingTuesday in 2019.
“RKD helps many of the Feeding America member food banks raise funds, including on #GivingTuesday. With the increased numbers of neighbors facing hunger right now in the wake of the pandemic, #GivingTuesday’s success was vital.” — Catherine Davis, chief marketing and communication officer at Feeding America
Editor’s Note: We will continue to update this article as we get more information.
Nhu Te is senior content manager at Fundraise Up, the AI-powered online donation platform for enterprise nonprofits. In her work, she focuses on helping nonprofits create more impact through personalized donor relations, digital fundraising and thoughtful use of technology.