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Top 5 Giving Tuesday Results in 2022
4 min to read ✭ Giving Tuesday 2021 Results are out! Learn the latest Giving Tuesday trends, and what they mean for your nonprofit’s fundraising growth.
What Is Giving Tuesday?
Giving Tuesday (aka #GivingTuesday) is a global day of giving that takes place on the Tuesday following Thanksgiving, serving as the unofficial kickoff to the year-end giving season.
Since its inception in 2012, Giving Tuesday has taken the nonprofit world by storm and revolutionized year-end fundraising.
Early Giving Tuesday 2022 Data Shows Growth
Despite rising inflation and concerns of a looming recession in 2022, Giving Tuesday rang in a record-breaking tenth anniversary this year. As a movement of generosity, Giving Tuesday has sparked consistent growth year-over-year, especially when compared to 2021, presenting nonprofits with an opportunity to raise more in a predominantly digital space.
With Giving Tuesday 2022 wrapped, we’ve pulled together the official Giving Tuesday results and our findings from over 200+ nonprofits so you can learn the latest Giving Tuesday trends, and what they mean for your nonprofit’s growth.
The numbers are still rolling in but we’ve rounded up the top Giving Tuesday 2022 highlights:
Giving Tuesday 2022 Result #1: $3.1 Billion Was Raised In The US
You saw that right. According to early data released by Giving Tuesday, Nonprofits raised $3.1 billion in the United States — shattering the previous record of $2.7 billion raised in 2021.
With such a high amount given in a short period of time, coupled with the proximity to year-end, Giving Tuesday continues to be a huge opportunity for nonprofits.
While the jury is still out on the channels that all of these funds were raised through, we can be certain that, like years past, a large portion of these gifts took place online, with continued and expected growth year-over-year.
Giving Tuesday 2022 gave nonprofits the opportunity to kick off their year-end fundraising through digital channels, helping drive momentum through the end of the year.
Giving Tuesday 2022 Result #2: There Was A 15% Growth In Funds Raised
Giving Tuesday 2022 did not disappoint. This year saw a 15% growth in funds raised in the U.S., continuing a massive upward trend from the year prior as well. Combined, there’s been an overall 25% increase in funds raised on Giving Tuesday since 2020.
With such consistent major leaps in funds raised, running a Giving Tuesday campaign continues to be a worthwhile investment for nonprofits — with predictable growth.
Giving Tuesday 2022 Result #3: 37 Million Adults Participated
With 37 million adults participating in Giving Tuesday in the U.S. alone, this shows a continued upward trend in participation — 6% more Americans donated on Giving Tuesday 2022 than in 2021.
Despite concerns that the market is flooded, this shows us the contrary: generosity is here to stay.
Plus, with more donors participating than ever before, Giving Tuesday continued to be a huge opportunity to acquire more donors, especially online.
Giving Tuesday 2022 Result #4: A Continued Trend Towards Larger Gifts Online
With 15% growth in funds raised, and only a 6% growth in participation, the numbers suggest that people are giving more on Giving Tuesday than ever before.
Last year, the Giving In Unprecedented Times report from Giving Tuesday suggested that high-value donors are more likely to give through online channels in 2021. As donors continue to favor online and mobile giving, we anticipated that in 2022, this trend would only continue.
Early Giving Tuesday results from our own clients here at Community Boost show the same trend: for example, Shanti Bhavan Children’s Project raised $35,425 through Facebook Ads on Giving Tuesday, with an average gift size of $233. Across all channels, they were able to surpass their fundraising goal of $250K, with an additional $250K to match!
With average gift size during Giving Tuesday on the rise, we can hope that we’ll see similar results in 2023.
Giving Tuesday 2022 Result #5: We Saw Dramatic ROI For Facebook Ads and Paid Search
A main channel of Giving Tuesday fundraising has always been directly tied to Facebook and Instagram: Giving Tuesday started by leveraging influencers on social media, and effectively leveraging social media continues to be an essential part of any Giving Tuesday fundraising strategy.
In 2022, Facebook and Instagram ads have been a bigger opportunity than ever before for nonprofits to fundraise online.
For example, Hope Walks, one of our awesome clients here at Community Boost, leveraged Giving Tuesday as a means to kickstart their December goal of providing support for 500 children born with clubfoot. By targeting their email list, people who have watched their videos on social media, social media followers, and lookalike audiences, they raised $6,790 from ads alone – a 3.5x return on investment in ad spend!
Similarly, another client, Cancer Research Institute, raised over $17,000 on Giving Tuesday 2022, using Facebook ads and paid search. Their Facebook ads and paid search saw a 10.6x and 4.78x return on investment, respectively.
To learn more about how these nonprofits got over 10x ROI on their ads, check out The Complete Guide To Year-End Fundraising 2022.
With such an incredible return on investment, you can be sure running ads for your nonprofit with a similar strategy can be a highly effective investment.
Not sure how to get started? Book a free 1-1 conversation with the Community Boost Team and we’ll walk you through using Facebook and Instagram ads for your fundraising efforts.