The Nonprofit Marketing Blog

When #GivingTuesday Donors Give and What It Means for Your Nonprofit

On a fundraising day like #GivingTuesday, what times are people most likely to give?

I asked our on-staff data dude, Curtis, to show me when donors made donations through the Network for Good platform on #GivingTuesday 2014. Here’s a chart showing an hourly distribution of 30,106 donations made totaling $2.69 million.

by the hour giving tuesday totals 2014

As you can see, donations spiked around 8am EST when people were checking their email after they got out of bed and continued to grow throughout the day (most likely due to other time zones waking up).

So, how should this data impact your #GivingTuesday plans on the big day? Here are four things to think about as you prep for December 1:

  1. Keep the momentum going all day – #GivingTuesday is a DAY of giving, so don’t forget to keep the energy up through the afternoon and evening. Don’t be afraid to schedule more than one email on December 1. Send out an email first thing in the morning, then reinforce your message with a midday update, an afternoon appeal, and a final push at the end of the day to donors who have not yet given.  Note: Unless you are confident you can suppress donors who gave earlier in the day, I’d recommend not sending a “last chance to give!” email.
  2. Update donors on your progress –Don’t forget to share big milestones (first $1,000, $2,000 raised  etc.) and how close you are to your goal on social media. If you’re doing a calling campaign, give donors an update as a way to encourage them to help you reach the next goal.  Celebrate throughout the day internally with your staff and externally with your donors.
  3. Keep an eye on the leaderboard – Network for Good customers are eligible for matching funds and extra prizes for leaderboard status in the categories of most new recurring donors, most donations, and total raised. Last year, nonprofits shared their leaderboard status to encourage donors to step up their game. Who doesn’t want to see their favorite nonprofit crushing it on #GivingTuesday?!
  4. Plan in advance – You can’t wait until the Monday after Thanksgiving to get your plan in place. Download our free checklist to make sure you’ve nailed all the essentials.


NFG_GT-logoMake this 
#GivingTuesday your best yet! Kick off your year-end fundraising campaign with our tools, training, and matching funds. It doesn’t matter if your organization has two or 200  staff members you can raise money on #GivingTuesday and we can help.

Free #GivingTuesday resources are available to all nonprofits through Network for Good’s All TUEgether campaignNetwork for Good customers can leverage matching funds for all donations made on December 1, 2015. Plus, customers have access to expert coaching, new donors, and exclusive resources to help plan a stellar #GivingTuesday campaign.

Not a Network for Good customer yet? No problem. Sign up for a demo and find out how easy it is to raise money online. Get ready to have your best giving season ever!

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About This Blog

Carrie Saracini
Content Marketing Manager

We’re here to help you win hearts and minds—and donations.

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