Fewer people donated on Giving Tuesday compared to last year

The early indications are that this year’s annual fundraiser for charities attracted fewer donations.

Joe Lepper | 7th Dec 18
Image shows a person's oustretced hands giving a glittery bauble.

Fewer people donated to charities during this year’s Giving Tuesday online fundraising event than last year, early evaluation is indicating.

Organisers Charities Aid Foundation says that the early indications from fundraising platform Virgin Money Giving  is that the number of people giving this year is down on 2017’s Giving Tuesday figures.

However, those that did give donated more on average, the early evaluation shows.

Further evaluation from CAF suggests that this year’s event has made a positive impact in terms of the public’s support for charities.

A YouGov survey following last month’s event found that 26% of those who have heard of Giving Tuesday are likely to do something for charities in the future as a direct result of the campaign.

Organisers Charities Aid Foundation (CAF) said that this is the equivalent of just under 1.5 million people.

Between late October and November, more than half (57%) of respondents donated money to charity, the survey also found.

Further analysis of the campaign found that during the day of activity (27 November) the hastag #GivingTuesday reached more than 41 million people in the UK and was the top trending item on Twitter that day in both the UK and globally.

Among success stories on the day was fundraising activity by Tiny Tickers, which supports babies with serious heart conditions. It hoped to raise £725 to buy a pulse oximetry machine, but ended up raising £3,085. This will pay for four new machines that will allow for 6,000 newborn babies to be tested each year for heart defects.

The Big Give, which runs an annual fundraising Christmas Challenge raised £4.5m for charities this year, compared to £4.3m last year, according to CAF.

Giving Tuesday raises awareness as well as funds

“This year’s Giving Tuesday has built on its strong tradition of promoting the world of difference that charities make to people’s lives,” said CAF Director of Communications Ben Russell.

“As important as raising money is, Giving Tuesday is about so much more than that. It’s an opportunity to raise awareness, say thank you and encourage people to give their time, talk to friends about causes and do something for neighbours and friends.

“I’d like to express our gratitude to everyone who joined in the spirit of giving last week.”