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Giving Tuesday 2018: Donor Motivation Data You Need to Know


By Meredith Kavanagh

Why America Gives

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Published October 16, 2018 Reading Time: 3 minutes

Giving Tuesday 2017 brought in more than $300 million in online donations around the world, with more than $10 million raised on Classy alone. Recent Classy platform data also shows that nonprofit organizations acquire 3 to 5 more donors on Giving Tuesday than on a typical day. With so much action surrounding the global giving day, many nonprofit professionals are asking themselves, “How can we maximize our impact on Giving Tuesday 2018?”

While our Giving Tuesday hub has a library of resources to help your organization plan, prepare, and execute your campaign, there’s another piece of the puzzle that’s crucial to setting expectations for your campaign. In order to create S.M.A.R.T. fundraising goals and appeal to your supporters as efficiently as possible, you need to know why they donate.

To gain insight into the “why,” Classy conducted a survey* which polled 1,002 individuals 18 years of age or older in the United States. With the findings, we created a report, Why America Gives: How Current Events, Technology, and Seasonality Impact Donor Plans. Download the report:

Below we rounded up of some of the key data points that highlight how, why, and where Americans plan to donate for Giving Tuesday 2018.

Disaster Relief

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The State of Modern Philanthropy

For more donor insights and data surrounding current giving trends, check out Classy’s recent report, The State of Modern Philanthropy.

*The survey focused on individuals’ intent to donate on Giving Tuesday and was fielded using the Qualtrics Insights Platform. The panel was sourced from Fulcrum by Lucid.  

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