First came the US phenomenon of Black Friday – the post ‘Thanksgiving’ sales rush that begins the Christmas shopping period. Then along came Cyber Monday – the online counterpoint to the physical retail splurge. And then finally in November 2012 Giving Tuesday was launched by 1400 charities in the US.
This year the UK version (one of 12 globally) will come close to replicating that same number of partners on Tuesday 1 December.
The aim, obviously, is to have a global day when we can focus on giving to others – in time, cash or energy – rather than spending on ourselves.
According to a poll for the Charities Aid Foundation, almost every indicator of momentum is on (a slight) rise since last year, suggesting that however cynical the person in the street may be becoming about charities, a substantial proportion are still more than happy to commit to take action:
- One in three (35%) people said they are likely to make a donation on #GivingTuesday, compared to one in four people (26%) in October 2014
- Nearly one in seven (13%) people said they are likely to use the opportunity to raise money, for example, by running a cake sale or charity raffle, compared to one in 10 (10%) in October 2014.
- One in seven people (14%) are likely to volunteer time as part of #GivingTuesday compared to one in 10 (11%) in October 2014.
- Nearly a third (30%) of people are likely to tell their friends and family about it, compared to one in four (26%) in October 2014.
- One in five (21%) plan to spread the word on social media compared to one in six (17%) in October 2014.
The most significant figure though, in terms of fundraising potential, is the number of partners that CAF, as the celebration leader, has signed up: a partner being an organisation that agrees to engage its employees in fundraising activities on the day.
By mid-October CAF had already signed 1,000 official UK partners including Morrisons – a first ever supermarket – for 2015, compared to around 800 in 2014.
By the time of Giving Tuesday, I suspect they’ll be at or over 1200. At a time of such public cynicism that would be a considerable achievement, and one the sector needs to take pride in.
Tim Kitchin is client service director and director of consulting at Copper, the digital marketing agency.