Online Giving on Giving Tuesday, December 2, 2014

2014-11-20

One of the key aspects of Giving Tuesday, which occurs on Tuesday, December 2, 2014, is the encouragement of online giving. Giving Tuesday, the day that follows Black Friday and Cyber Monday, is a global celebration of the power of philanthropy. On Giving Tuesday, the focus shifts from consumerism to giving to make the world a better place.

Why is online giving being emphasized? More and more people are paying bills and making other transactions, such as donating to worthwhile causes, over the internet. Performing these tasks online is easier than writing and mailing checks and saves time.

Giving is growing – especially online. The Charitable Giving Report notes the following trends in analyzing charitable giving in 2013.

  1. Overall charitable giving grew 4.9% in 2013, while online giving grew 13.5%.
    • Last year was the second consecutive year that online giving has experienced double-digit growth rates.
    • Online gifts are growing far faster than other types of donations.
  2. Online giving accounted for 6.4% of all charitable giving in 2013.
  3. Large organizations had the greatest increase in overall charitable giving in 2013, while small organizations had the greatest increase in online giving during 2013.
  4. More than one-third (33.6%) of overall charitable giving happens in the last three months of the year, with the highest percentage (17.5%) coming in December.
    • 30% of online annual giving occurs in December
    • 10% of online annual giving occurs in the last 3 days of the year
    • On December 31, online giving is concentrated between noon and 7:00 pm.

Online giving on Giving Tuesday in 2013 grew by 73% over the amount of online giving on Giving Tuesday in 2012.

The School Nutrition Foundation (SNF) is joining with thousands of other non-profit organizations in the nation and beyond to reach out to its potential supporters to ask them to make gifts on Giving Tuesday and to promote giving to their friends, families, and colleagues. The potential supporters of SNF are SNA members who benefit from the education, research, and scholarships funded through the Foundation.

You are encouraged to make a tax-deductible contribution online at SchoolNutrition.org/GivingTuesday by clicking on the apple. In addition, you are asked to tell others through social media that you have made a contribution and invite them to join you. You can also be an ambassador and help promote Giving Tuesday by taking an UNselfie and by sharing why you support the School Nutrition Foundation, and emailing both to snf@schoolnutrition.org.

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