US Holiday 2018: Giving Tuesday—Generosity Rules the Day

Executive Summary

The Tuesday after Thanksgiving, known as “Giving Tuesday,” is an unofficial start to year-end charitable contributions. Ahead of the day, Whole Whale, a consultancy focused on nonprofits and for-benefit companies, forecast that charities would raise a total of $363 million this Giving Tuesday.

• In 2017, 2.5 million charitable gifts worth $300 million were donated online: this year $363 million was projected by Whole Whale.
• The Giving Tuesday movement had people from 150 countries participate in 2017, with 42 countries home to official, independently led Giving Tuesday movements.
• Almost half of those 65 years and older plan to donate financially this holiday season and more than a quarter of young millennials will donate financially.

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