Preliminary estimates indicate that charitable giving during the fourth annual #GivingTuesday event totaled at least $117 million and could reach $120 million, the reports.
Based on contributions to nonprofits tracked by seven donation-processing platforms — ($39.6 million), ($14.9 million), ($2.17 million), ($6.55 million), ($45.8 million), ($3.09 million), and ($1.115 million) — donations made on December 2 totaled more than twice the amount donated in 2014, although NPT noted that there may be some overlap and inconsistencies in the data. While many nonprofits employed strategies such as matching gifts to boost their totals for the day, a number of payment processing platforms also waived their transaction fees. PayPal, for example, decided to match 1 percent of all donations of at least $10 and set a record for the most money donated online within a twenty-four-hour period.
Elsewhere, online giving through Blackbaud's platforms was up 52 percent on a year-over-year basis, while it was up more than 100 percent for DonorPerfect, 50 percent for Network for Good, and nearly 60 percent for Razoo. NPT also reported that mobile giving is expected to have increased its share of #GivingTuesday donations to about one in five donations, with DonorPerfect reporting that 35 percent of the online donations it processed were made from a mobile device, up from 30 percent in 2014, while Razoo reported that more than 18 percent of donations processed came from a mobile device.
DonorPerfect vice president Jon Biedermann told NPT that online giving for this year's day-long event accounted for 19.7 percent of donations and 15.8 percent of the total dollar amount raised, with the average online gift increasing nearly 30 percent, to $174.83, while the average non-online donation amount came in at $228.43.
"It's clear that we see this continuing to grow," added Bierdermann. "For our clients, the adoption of #GivingTuesday will continue to grow as people see the increases in both real dollars, average gift size and total donor participation....We're nowhere near the tipping point."