Social Media for Social Good: #GivingTuesday Results
#GivingTuesday was November 27-read all about this amazing day in Morra’s piece in the Harvard Business Review:
#GivingTuesday had its share of cynics. They objected mostly to two things: First, as a social media marketing campaign, it risked being a PR stunt that did very little for increasing charitable donations or actions. Second, that staging a national day of giving would “cannibalize” traditional end of year giving. I can only address the first point here, as the second remains to be seen.
Take the fundraising firm Blackbaud, which processed $10 million in online donations on inaugural #GivingTuesday — a massive 53% increase when compared to the Tuesday after Thanksgiving the previous year. Or #GivingTuesday partner Panthera, whose VP Andrea Heydlauff reports ”We received over 450 individual donations, amounting to just over $300,000… So far over 40% are new donors. This has surpassed all of our expectations on so many levels and is truly a memorable and perhaps the most significant event in our fundraising history.”