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Subjects: NPT, SVY, SRI

New Classy Survey Shows Giving Tuesday Awareness on the Rise as Annual Charitable Giving Season Begins

SAN DIEGO, Nov. 19, 2019 /PRNewswire/ -- Classy, creator of world-class online fundraising software for nonprofits, today unveiled its second annual report examining how Americans plan to give to nonprofit organizations from now through the end of the year. The report, titled Why America Gives 2019: How current events, technology, and seasonality impact donor plans, analyzes data from a nationwide survey of Americans. The survey explores if, how, and to whom respondents plan to donate this year in advance of the annual year-end spike in charitable donations. Typically, about 30% of annual giving occurs in the month of December, reinforcing the importance of this timeframe for nonprofits.

For nonprofits participating in Giving Tuesday this year (December 3), one promising survey finding is that 37% of respondents said they were aware of the annual giving observance, up 10% from last year. Of those who plan to participate in Giving Tuesday this year, more than one-third (39%) of respondents plan to donate more than they did last year, half (50%) plan on donating the same as last year, and only 10% say they plan on donating less. While these metrics are positive for America's nonprofits, only 20% of overall respondents plan to donate on Giving Tuesday.

Additional key findings from the report include:

"As we reviewed the survey data while developing our report, we were encouraged to see awareness of Giving Tuesday increase since last year, which is a testament to the great work being done at nonprofit organizations across the country in rallying their supporters," said Scot Chisholm, CEO and Co-Founder of Classy. "Our goal with this report is to help nonprofits better understand their prospective donors heading into the year-end giving season. With recent studies showing that more Americans give to charity than vote, generosity is truly a cornerstone of our country, and the increasing awareness for this important giving event is promising for nonprofits."

In addition to the report, Classy currently has a dedicated resource center to help nonprofits prepare for Giving Tuesday. Last year, nonprofits that leveraged Classy's content resources raised 140% more on average than those that didn't. On Giving Tuesday, Classy will launch the company's third annual real-time giving hub featuring fundraising activity across the Classy platform. Both nonprofits and donors can follow along that day at http://www.classy.org/giving-tuesday/results (this link will not be live until December 3, 2019). Additionally, to continue spreading Giving Tuesday awareness, donors are encouraged to use #idonatedonGT on their social media posts.

To download the full Why America Gives 2019 report, click here.

About the Survey
Classy surveyed 1,000 individuals 18 and older in the US. The survey was fielded using the Qualtrics Insight Platform, and panel was sourced from Fulcrum by Lucid. Fielding was executed in September 2019.

About Classy
Classy is a social enterprise that creates world-class online fundraising software for nonprofits, modernizing the giving experience to accelerate social impact around the world. Based in San Diego, CA, Classy is trusted by organizations of all sizes, from the fastest-growing nonprofits like Team Rubicon and The Trevor Project, to some of the world's largest social organizations, such as The Salvation Army, Robin Hood Foundation, and Shriners Hospitals for Children. Classy also hosts the Collaborative conference and the Classy Awards to spotlight the innovative work nonprofits are implementing around the globe. For more information, visit www.classy.org or follow Classy on Twitter @Classy.

[email protected]


Classy Logo (PRNewsfoto/Classy)


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