GivingTuesday 2022: Celebrating EveryAction customers’ accomplishments
Established in 2012 at the 92nd Street Y as a day to encourage everyone to “give, collaborate, and celebrate generosity,” the nonprofit world knows GivingTuesday, the Tuesday after Thanksgiving, is a major fundraising day and serves for many as the unofficial start to the year-end fundraising season. After 10 years of this special giving event, donors recognize this day as an opportunity to take action for social good and show up for the causes they care about: GivingTuesday 2022 resulted in a very generous $3.1 billion raised by 37 million donors for organizations and causes across the United States.
We’re proud to support our customers in their accomplishments on GivingTuesday 2022—here’s a sneak peek at what they were able to achieve!
1. Our participating customers—1,050 organizations—received nearly 146,000 online donations on GivingTuesday 2022.
These donations came from over 133,000 donors, who gave a median gift of $35 and an average gift of just over $99. These details reinforce the importance of tailoring donor asks to their giving history and making it easy for donors to give. They also reflect the core purpose of GivingTuesday 2022: to engage a broad base of support and not just activate a small handful of major donors—inspire everyone to get involved.
2. The busiest hours for donating were the evening hours.
Not only did the highest number of donations come in between 7 p.m. and 10 p.m. EST, but the largest amount of funds raised—the most dollars—also came in during those hours. These kinds of insights speak to the importance of tailoring messaging to donors’ preferences and behaviors, which means sending those crucial donation reminders to the right supporter segments at just the right time.
3. These organizations raised over $14.4 million to power their purposes.
By the end of the event, our customer organizations participating in this exciting and busy day raised over $14.4 million in donations. We know how much time and effort goes into the planning and execution of a GivingTuesday campaign, and we’re delighted to offer customers the user-friendly analytics and reporting tools they’ll need to focus on stewarding and retaining their GivingTuesday donors, as well as fine-tuning the rest of their year-end campaigns based on these results.
4. Mobile-friendly messaging and giving had a presence on GivingTuesday 2022.
Our customers sent over 304,000 mobile messages to supporters. Texting is a useful channel for days like GivingTuesday, since it can help organizations communicate the urgency of the time frame and make their asks feel more immediate—and the sky-high open rates don’t hurt either. Not only did our customers use mobile messaging to do donor outreach, we can see from donors’ giving methods that they appreciated mobile-friendly giving options: the most popular payment type was by credit card, but a significant minority of gifts were processed using PayPal, Apple, Google, or Microsoft Pay. We’re proud to offer flexible giving options to help organizations meet their donors where they’re at, remove obstacles to giving, and ultimately raise more for their important work.
5. Seventy. Million. Emails.
Our participating customers sent nearly 70 million emails on GivingTuesday. This is a massive number, and it’s a statistic that reflects our customers’ tenacity and commitment to securing the funds they need to power their purpose. We’re proud to cheer them on, and we’re committed to supporting their efforts by providing the reliable, secure technology they need to make the most of this important day. Whether it’s supplying fundraisers with simple, beautiful email building tools, helping organizations prep their forms for high-traffic days, ensuring automated messages are sent at just the right moments, or deploying the power of predictive analytics to optimize the asks donors receive, it’s an honor to say we’ve got our customers’ backs on regular days and busy days alike.
GivingTuesday is a unique, often hectic, but always exciting day for social good organizations. As we enter prime year-end giving season, the one piece of advice everyone can use is to keep fundraising and keep engaging! Share your gratitude with those who donated during your GivingTuesday campaign, welcome your new supporters and steward existing ones, and build those connections for the long term.