{"id":23502,"date":"2020-10-09T07:15:47","date_gmt":"2020-10-09T11:15:47","guid":{"rendered":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/?p=23502"},"modified":"2024-07-09T23:34:40","modified_gmt":"2024-07-10T03:34:40","slug":"predictions-for-givingtuesday-2020","status":"publish","type":"post","link":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/fundraising-software\/predictions-for-givingtuesday-2020\/","title":{"rendered":"Predictions for GivingTuesday 2020"},"content":{"rendered":"\"Predictions\n

It goes without saying that the year 2020 is not what any of us expected. Though the COVID-19 pandemic flipped our world upside down, many individuals rose to the occasion to give on GivingTuesdayNow<\/a> to help nonprofit organizations across the globe help those most impacted by the virus. But now the question remains: what will giving look like on GivingTuesday<\/a> on December 1st?<\/p>\n

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How Can Nonprofits Predict Fundraising Revenue on GivingTuesday 2020?<\/h2>\n

Several nonprofit sector researchers and fundraising experts are trying to answer that question. Let\u2019s take a look at the fundraising data from past years to see what we know:<\/p>\n

GivingTuesday Has Historically Been a Success<\/h3>\n

Each year, more and more people hear of GivingTuesday, thanks to social media<\/a> and the efforts of the GivingTuesday organization itself. And each year, more and more people choose to donate.<\/p>\n \"infographic<\/a>\n

Of course, this year is exceptional due to the COVID-19 pandemic.<\/a> In response, the GivingTuesday organization called for an emergency day of giving, GivingTuesdayNow, on May 5th. On that day, individual donors and corporations in 145 countries pulled together to raise $503 million in online donations. That week, charitable donations in response to the pandemic hit $10 billion.<\/a><\/p>\n

DonorPerfect conducted research of the $28.6 million raised online with its platform on that day. It was found that:<\/p>\n \"The<\/a>\n

With there being two GivingTuesday campaigns this year, it could be that some of your donors only had the capacity to give to one, but on the other hand, what inspired them to donate on GivingTuesdayNow may inspire a second donation to your organization on December 1st. A comforting fact is that internet searches for the phrase \u201cGiving Tuesday\u201d has increased 80%<\/a> from last year. It\u2019s thought that the impromptu giving day of GivingTuesdayNow further increased awareness of the campaign.<\/p>\n \n \n \n

Charitable Giving is Up 7.5% in Q2 2020, Compared to Q2 2019<\/h3>\n

The Association of Fundraising Professionals (AFP) previously reported that charitable giving had decreased 6%<\/a> in Q1 of 2020. However, their latest quarterly fundraising report<\/a> indicates that donations and number of donors are the highest they\u2019ve been in 5 years and that more donors were retained from 2019-2020. This could mean that donors were unsure how they\u2019d weather the COVID-19 pandemic in Q1 and have since been able to find their bearings and better predict their giving capacity.<\/p>\n \n

Charitable Giving Has Historically Hovered at 2% of the GDP<\/h3>\n

Even during the 2008 recession, charitable giving has maintained its correlation with the United States\u2019 gross domestic product (GDP). This year, Fannie Mae predicts the GDP will fall 5.4%, which means charitable giving in the U.S. will have about 10%<\/a>, when looking at the entire year as a whole.<\/p>\n

The CARES Act Includes Incentives for Donating Through 2020<\/h3>\n

For the tax year of 2020, the following changes have been made to tax filing (Note: Donor-advised funds<\/a> are excluded from these benefits. The donor must give directly to your organization.):<\/p>\n \n \"For<\/a>\n

Additionally, there are talks about the U.S. government issuing a second stimulus check. Some recipients who have maintained employment through the pandemic may decide to use the extra funds to fund your nonprofit\u2019s mission.<\/p>\n

Experts are Predicting Another Wave of the Pandemic<\/h3>\n

Based on the trends of other viruses, medical professionals are suggesting that there will be another surge of COVID-19<\/a> in the fall. If that\u2019s the case, it may be that the same need that inspired donors to give earlier this year will move them to give again to the causes and communities they care about on GivingTuesday in December.<\/p>\n

Online and Monthly Giving Are Up<\/h3>\n

Every year, as the world becomes more tech-savvy, online giving<\/a> goes up. From 2018-2019, it rose by 10%<\/a>. Another type of giving that\u2019s become more popular is monthly giving<\/a>, which has increased by 22% in the same period. Since GivingTuesdayNow, nonprofits and donors alike have rapidly adapted to an all-digital era. By now, many more nonprofits may be better equipped to accept online donations as a more streamlined method of giving, and many mail-in donors may feel more comfortable giving online.<\/p>\n

Millennials Are the Most Likely to Increase Their Giving Level<\/h3>\n

Fidelity Charitable conducted a survey of donors<\/a> to determine giving trends in 2020 in response to the crisis and found that 25% of them plan to increase their giving level, while 54% said they will maintain their giving level. Of those respondents:<\/p>\n \n \"\n <\/a>\n

Those who\u2019ve reported a plan to decrease their giving level said their top concern is due to the recession.<\/p>\n<\/section>\n

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What Can Nonprofits Do to Be Successful on GivingTuesday 2020?<\/h2>\n

Although a monkey wrench has been thrown into, well, everything we knew in 2019, one thing you can still count on is the fact that your donors care about your cause. Here are the ways you can do your best to retain them<\/a> and even attract new donors<\/a> this Giving Tuesday.<\/p>\n

Track Your Progress and Adapt Accordingly<\/h3>\n

Now more than ever, it\u2019s important that your organization be equipped with a nonprofit CRM<\/a> and an email marketing solution<\/a> to record and analyze your campaign metrics in order to better-position yourself to continue what\u2019s working and improve what\u2019s not before the big day. Data you\u2019ll be able to keep an eye on are:<\/p>\n