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#GivingTuesdayNow Inspires Increased Giving on Charity Navigator

Data from Charity Navigator's Giving Basket verifies elevated generosity on #GivingTuesdayNow.

May 7, 2020



On May 5, 2020, the world came together for #GivingTuesdayNow, a global day of giving and unity as an emergency response to the unprecedented need caused by COVID-19. Charity Navigator partnered with Giving Tuesday, along with other platforms and organizations, to help create a wave of generosity, in addition to the regularly scheduled Dec 1, 2020 #GivingTuesday.

Donors from around the world were encouraged to support nonprofits both directly responding to the pandemic and those in cause areas that aligned with donors’ passions and interests. Donors responded favorably, exhibiting a greater interest in Charity Navigator’s tools and resources.  

Key Findings

Giving Behavior

In a year over year comparison of March 1 - May 4 (2019 vs. 2020), Charity Navigator has seen a 26% increase in traffic in 2020 — this is largely attributed to the pandemic. On #GivingTuesdayNow, Charity Navigator saw a 53% increase in traffic over the average number of visits between March 1 - May 4, 2020.

In addition to increase traffic, there was also an increase in donation activity through Charity Navigator’s Giving Basket on #GivingTuesday — $211,786 was donated to 1,042 nonprofit organizations via 798 checkouts. This is a 308% increase in the amount raised the day before (May 4, 2020) and a 1,245% increase in total donations from the same day in the year prior (May 5, 2019).

Dollars raised comparison with #GivingTuesdayNow

While there was an increase in the number of donations, there was a decrease in the average gift, falling from a running average of $123.98 during the pandemic to $95.94 on #GivingTuesdayNow. 

Media Interest

In addition to the increased interest from donors, Charity Navigator also saw an increased interest from the media. Charity Navigator was prominently featured in major media outlets, including Lifehacker, Forbes, on USA Today’s Just the FAQs Live, and more. 

Charity Navigator’s President and CEO Michael Thatcher on WABC-TV:

How to Help

Charity Navigator encourages philanthropists of all sizes to continue supporting the causes close to their hearts, including but not limited to organizations providing relief and recovery to communities impacted by COVID-19. To learn more about why nonprofits need help more than ever, consider reading Charity Navigator's Why Give Now? and The Nonprofits You Love Need Your Help blog articles.

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