In a year as tumultuous as has been 2020, it may seem counterintuitive to try to fundraise for anything other than first responder causes. Indeed, some organizations are siting donor fatigue as a very real problem, compounded by COVID-exhaustion. But if donors were truly tapped out, it would be impossible to motivate them to give more. Yet we repeatedly see examples of people doing exactly that, most often in times of crisis. During disaster-relief campaigns, for example, a large rise in donations does not result in a corresponding drop in giving afterward.
During eight years of GivingTuesday, we have seen this phenomenon firsthand. In the early years, some assumed that if people gave more on one day, they would necessarily give less on subsequent days. But, according to the Chronicle of Philanthropy, an analysis of more than 10 years of individual transaction data tells a different story: Much like during disaster-relief efforts, donors respond with a large increase in donations and then return to baseline afterward.
GivingTuesday is driving a net increase in giving. In 2019, at least $1.97 billion was donated in 24 hours in the United States alone, with a record 13 percent of the adult population participating in some way. Moreover, 75 percent of GivingTuesday donors give to an organization they previously supported. In other words, it’s possible to motivate people to give again and to give more, directly refuting the donor-fatigue myth.
The GivingTuesday movement continues to grow in year-over-year donation volume, reach, and impact — driving increased donations and behavior change. On May 5, as the pandemic crisis unfolded, communities around the world rallied to give as part of #GivingTuesdayNow, contributing $503 million online in the United States alone in 24 hours. Against the backdrop of Covid-19, charitable giving in 2020 is significantly higher in every donation category than in 2019.
This GivingTuesday – 1 December! – the New York State Dental Foundation hopes it can depend on your generosity to help us ensure that more people are helped by our work. This includes funding for people who have special needs to receive dental treatment. It includes finding dental homes for our military veterans – for whom dental treatment post separation is not a guarantee. And it includes providing dental treatment and education to thousands of children and their families by working with great partners such as PRASAD Children’s Dental Health Services.
More information to follow! Check us out on 1 December and thank you so very much for your generosity and support!