The report into the impact of the 2020 Giving Tuesday campaign in Australia was released this week, revealing small charities are the biggest participants in the growing online giving trend.
Survey questions about Giving Tuesday’s impact showed more than 60 per cent of participating non-profits were small, having an annual revenue of less than $1 million.
The report also showed the greatest effect of the Giving Tuesday campaign in 2020 was the rise in donations from new supporters (33%) and more giving from existing donors or supporters (19%). A rise in giving from both new and existing donors was seen by 22% of respondents.
Almost 500 Australian organisations participated in Giving Tuesday 2020 and 89% of those were non-profits, with the largest participation from Victorian-based organisations at 166. New South Wales organisations numbered 121, and 45 Queensland organisations got involved.
The #Giving Tuesday hash tag was tracked across Twitter and Instagram, with reach estimated at one-million, 276 social media posts and engagement of more than 3,300.
Giving Tuesday began in the US in 2012 as an antidote to the consumerism of the Black Friday and Cyber Monday Thanksgiving sales, and has grown into a global movement of giving, collaboration and a celebration of generosity across 50 countries.
Giving Tuesday is typically powered by social media and digital marketing. Giving Tuesday will be held on 30 November in 2021.
The report said 19 charities responded to their impact survey. A second online survey was also included in the report, which surveyed 366 individuals in April 2020 about the impact of COVID-19 on small and medium non-profits, for the Giving Tuesday Now campaign and the establishment of the COVID-19 Generosity Registry.
The registry connects not-for-profit organisations facing COVID-19-related challenges with individuals who have the will and capacity to help.