Fewer members of the public donate to charities on annual fundraising event Giving Tuesday than other days over the festive period, according to new research.
The Christmas Giving Insights report, produced by fundraising platform Enthuse, found that 1 December was the most popular day for people in the UK to donate in 2023 rather than Giving Tuesday, which fell on 28 November.
Giving Tuesday, established in the US to fall on the Tuesday after Thanksgiving, raises around $3.1bn (£2.5bn) across the pond each year compared to approximately £20m in the UK.
Last year’s Giving Tuesday in the UK fell on 28 November, which received 4.4% of donations across the festive period and was outperformed by two other days of the same week.
This year, the event will fall later, on 3 December, which the report says could change how well it performs.
“It may well struggle to differentiate itself again in 2024,” the report states.
“Charities might be better placed simply starting their festive fundraising campaigns in late November and ensuring they have good coverage across the first week of December.
“Whether that’s paid ads, social posts or email campaigns.”
Giving Tuesday ‘also about connecting to causes close to your heart’
The Chartered Institute of Fundraising (CIoF), which manages Giving Tuesday in the UK, said the day was also about other ways of giving besides donations.
CIoF director of policy and communications Claire Stanley told Civil Society: “This year, Big Give will launch its Christmas challenge on Giving Tuesday and will match fund donations made to charities that have signed up to the challenge for one week from 3 to 10 December, so we are excited to see how much money is raised for vital causes this year.
“And Giving Tuesday is also about connecting to causes close to your heart, and perhaps creating life-long bonds with charity.
“We appreciate not everyone is in a position to donate money, which is why our theme this year is Give Your Way – exploring all the various ways members of the public can get involved with charitable giving.
“Volunteering today could lead to a connection with a charity that lasts a lifetime – and sometimes the smallest act of kindness can have the biggest impact.
“It’s just over a week to go until the big day – and there are resources available online for any organisations who are looking for some quick ideas about what they can do. I hope everyone has a fantastic Giving Tuesday.”
Best day to campaign
The report by Enthuse dived into the best days, weeks and hours for festive donations in 2023 to help charities get the most out of their campaigns in 2024.
Donations on 1 December accounted for nearly 5% of those across the festive period, followed by 30 November (4.8%) and 5 December (4.7%).
The first week of December in 2023 was the best-performing week, with the days of that week averaging 4.1% of the month’s donations.
While 1 December saw the most donations in quantity, 21 December recorded the highest value of donations by income.
Fridays were the most popular day for people to donate, the report stated. On average, a Friday had 3.8% of the festive season’s donations followed by Thursdays (3.7%).
“Targeting the latter part of the week for donation appeals and campaigns is likely the best route forward for charities,” the report stated.
It recommended that charities should avoid the weekends for launching campaigns as it is “typically quieter for giving all year round”.
‘Timing is crucial’
The “golden slot” for donations was between 10am and 1pm in 2023, a trend that has continued from 2022, the report states.
The time slot 11 am, the top slot in 2021, came in first in 2023 with 7.7% of the day’s donations on average.
“Charities will want to avoid scheduling appeals, social media posts and emails before 9am and after 9pm as they will see diminishing returns,” the report adds.
Chester Mojay-Sinclare, Enthuse’s chief executive, said: “When it comes to the festive giving season, charities can start their Christmas appeals in late November confident that plenty of people will donate to their cause early on.
“Focusing efforts close to the typical November and December paydays could prove fruitful for charities.
“Charities should also be aware that the larger donation amounts may come closer to Christmas itself after presents have been bought and people are in the festive spirit.
“As ever, timing is crucial for Christmas campaigns and targeting the right days of the week and hours of the day could help charities maximise their festive season.”
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