Just one week ago today, our sector experienced #GivingTuesday. It appeared some Australian charities took advantage of this vast worldwide marketing campaign while others are still unaware of the campaign or have not yet jumped in.
Organisations like Blackbaud report worldwide giving on this #GivingTuesday was up 36% compared to #GivingTuesday 2013. Here are some other statistics reported:
- Since the inaugural #GivingTuesday in 2012, overall online giving is up 159%.
- Blackbaud processed more than $26.1 million in online donations on #GivingTuesday 2014, up from the $19.2 million processed on #GivingTuesday in 2013.
- Online transaction volume grew 50% compared to 2013.
- The average online donation on #GivingTuesday 2014 was $128.30, slightly down on last year.
- 17% of online donation form views came from a mobile device.
Royal Institute of Deaf and Blind Children (RIDBC) is the only Australian charity to have solicited me directly and mentioned #GivingTuesday in the solicitation. In fact, RIDBC sent me an SMS and asked me to give by responding with the word “Joy”. I complied and I was sent to a giving page where I was offered the chance to make a gift. After I made the donation, I received a thank you via SMS and I was offered the chance to give again. I gave it a “test” and retyped the word “Joy”, which automatically converted to an additional $5 contribution because my credit details had been tokenised when I made the original contribution.
After tweeting about this terrific experience, I learned RIDBC is using GiveEasy SMS as a new channel to offer supporters a fast, innovative, and effective way to give a donation.
If your charity did not participate in #GivingTuesday this year, why not start planning for next year’s #GivingTuesday and determine a means to wrap it in your organisation’s Christmas Appeal? Also, I suggest organisations give GiveEasy a review and see if SMS giving should be in your future. Perhaps you might implement SMS giving in the New Year!