Issue 43: GivingTuesday 2024 Insights

GivingTuesday has once again proven why it’s one of the most important days on the nonprofit calendar. Whether you felt like you sent a few too many emails or questioned the day’s impact, the data is clear: people are generous, and they’re looking to connect meaningfully with causes they care about.

Originally conceived as an antidote to the consumerism of Black Friday and Cyber Monday, GivingTuesday’s purpose is to inspire meaningful acts of giving. However, over time, many have come to treat it like any other end-of-year appeal—a strategy that misses the true potential of the day itself.?

While asking for financial contributions remains central to the majority of GivingTuesday campaigns, most participants pair their donations with other acts of generosity, like volunteering or community involvement. Nonprofits that embrace this fact—those who view GivingTuesday as a chance to strengthen community connections rather than focusing solely on dollars—are leading the way in effective, impactful fundraising.

On a personal level, I was frustrated to see lots of conversations on social media that generally needed to be made aware of data or were referencing incorrect information. I’ll always point toward the primary source - GivingTuesday - as the best insight into overall insights from the day itself, but I’m excited to share what we saw in the Neon One ecosystem

.For those who want the full breakdown, you can dive into the article here. For now, here’s a high-level look at what happened yesterday from our POV:

• Revenue Growth: Neon One clients saw a 7% increase in overall revenue compared to last year.
• Donor Engagement: The day attracted new donors while maintaining high engagement with existing supporters.
• Diverse Generosity: GivingTuesday continues to evolve, with many participants combining financial gifts with volunteering, advocacy, or donating goods.
• Peak Giving Times: Engagement surged at key points throughout the day, creating opportunities for nonprofits to maximize impact.

Let’s get into it.?

Generosity in Action

The 11 Day Power Play, a Western New York nonprofit dedicated to supporting families battling cancer, turned GivingTuesday 2024 into a masterclass in community-driven generosity. By thinking beyond traditional fundraising, they activated a network of passionate advocates to expand their impact.

Here’s how they created a ripple effect of generosity:

• Direct Giving: Encouraged supporters to donate directly on their website, offering a clear and streamlined giving experience.
• Peer-to-Peer Campaigns: Empowered individuals to set up their own Facebook fundraisers, multiplying their reach and amplifying donations through personal networks.
• Social Media Engagement: Harnessed the power of hashtags like #GivingTuesday, #11DPP, and #PutCancerOnIce to inspire action, share their mission, and connect with new supporters.

This multi-channel approach did more than just raise funds—it fostered a sense of shared purpose and community. By combining direct appeals with opportunities for supporters to take ownership of the cause, the 11 Day Power Play demonstrated that effective GivingTuesday strategies are about engaging people where they already are and offering them meaningful ways to contribute.

Why it works: The success of the 11 Day Power Play’s campaign highlights the importance of diversifying engagement strategies to resonate with different audiences. From digital donations to social storytelling, they showed how generosity is a collective effort that thrives on collaboration and creativity.

Takeaway for your nonprofit: By embracing a similar approach—leveraging direct giving, empowering peer-to-peer fundraisers, and tapping into the energy of social media—you can turn GivingTuesday into a day of true community impact.

Tips & Tricks

If you're looking to strengthen your recurring giving program, these actionable tips can help you make the most of any new GivingTuesday givers and optimize your upcoming year-end campaigns.

1. Highlight Impact

Show donors how their recurring gifts fuel your mission. Use personalized updates to create a connection between their contributions and real-world outcomes.

2. Make Giving Easy

Simplify your donation forms and prominently feature a recurring gift option. Ensure the process is seamless across all devices to reduce friction.

3. Create Opportunities for Connection

Regularly thank your recurring donors and share exclusive content or updates about your nonprofit's progress. This builds loyalty and keeps your mission top of mind.

4. Offer Flexibility

Allow donors to select their giving frequency and adjust their contributions when needed. Flexibility builds trust and encourages long-term support.

5. Engage During Key Moments

Leverage GivingTuesday as an opportunity to acquire new recurring donors. Pair this effort with year-end campaigns to reinforce engagement and encourage additional gifts.

Get Data-Driven Insights

For more strategies and in-depth analysis on recurring donor trends, download The Recurring Giving Report's deep dive into GivingTuesday and EOY.

This guide provides:

• Benchmark data on recurring giving growth.
• Retention strategies that work.
• Insights into donor behaviors during GivingTuesday and year-end.

We put a lot of effort into this resource, and we think it can transform the way your nonprofit approaches revenue program design.

Data Dive

This year’s GivingTuesday data from Neon One clients offers key insights into how generosity manifests and how nonprofits can adapt their strategies to maximize impact. Here are some of the standout metrics:

• Overall Revenue Growth: Neon One clients experienced a 7% increase in revenue compared to 2023, with new donor acquisition on the rise. This highlights GivingTuesday’s potential as a tool for engaging fresh supporters.
• Donor Behavior Insights: Only 36% of participants donated money alone, with many pairing financial contributions with volunteering, donating goods, or advocating for causes. This reflects the growing emphasis on community-centered giving.
• Peak Giving Times: Transaction volume peaked between 3–4 PM, with smaller surges in the morning and evening. This indicates clear windows of opportunity for nonprofits to engage donors with well-timed campaigns.

What Does This Mean?

Generosity is not one-size-fits-all—it’s multifaceted and personal. This data underscores the importance of understanding and catering to different forms of support. Nonprofits that recognize these diverse expressions of generosity can build deeper, more meaningful connections with their communities.

Key Takeaways for Nonprofits:

• Leverage Peak Times: Plan your key calls-to-action and matching gift campaigns during high-traffic hours to maximize donor engagement.
• Go Beyond Dollars: Highlight opportunities for supporters to give their time, goods, or advocacy alongside financial donations.
• Emphasize New Donors: Use GivingTuesday as an entry point to build relationships with first-time donors, creating pathways to turn them into recurring supporters.

Community Spotlight

The first-ever Neon One Generosity Awards recognized five standout nonprofits that are leading the way in creating impactful generosity experiences. Each winner exemplifies the core values of the Generosity Experience Design Framework, showcasing how strategic approaches to community engagement, innovation, and connection can drive transformational outcomes.

Here are this year’s winners:

• Make Good Happen: Recognizes organizations maximizing Neon One’s tools, from workflows to financial integrations. Winner: Institute for Public Relations
• Be Extraordinary: Celebrates nonprofits with exceptional supporter engagement and activity. Winner: Kiwanis Club of Skidaway
• Own The Solution: Highlights organizations connecting workflows for a unified approach. Winner: Lakeview Orchestra
• Grow Together: Honors groups building strong relationships and deep supporter connections. Winner: The Maple Society of North America
• Innovate Fearlessly: Awards bold growth in generosity and supporter engagement. Winner: 15 out of 10 Foundation

Want to See How They Did It?

Catch all the inspiring highlights and hear directly from the winners during our special live-streamed awards recap.

Takeaways for Your Nonprofit

These organizations demonstrate that success isn’t just about fundraising—it’s about leveraging technology, fostering community, and prioritizing meaningful supporter engagement. Here’s what you can learn:

• Embrace the Right Tools: Optimize workflows and integrations to free up time for deeper relationship-building.
• Celebrate Your Supporters: Engaged communities are built through exceptional communication and gratitude.
• Innovate Boldly: Experiment with new approaches to generosity and supporter involvement.

Use these strategies to build your own path to extraordinary impact.

Upcoming Events

What Are Five Trends Shaping the Future of Nonprofit Success? | GX Live! Ep 011

December 12, 2024 | 3:00 PM ET Join us for the latest episode of GX Live! as we dive into five key trends that will shape the future of nonprofit success. This interactive session will explore actionable insights to help your organization stay ahead in a rapidly evolving sector.

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December 17, 2024 | 3:00 PM ET Stay informed about the latest updates and features in Neon CRM to enhance your organization's efficiency and engagement strategies.

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December 19, 2024 | 2:00 PM ET Join this interactive session to discuss emerging trends and innovations in nonprofit technology, and get your pressing questions answered.

Final Thoughts

GivingTuesday has come a long way from its early days as a counterbalance to Black Friday consumerism. It’s now a pivotal moment in the nonprofit calendar—a celebration of generosity in all its forms. The data from GivingTuesday 2024 tells a compelling story: people are deeply generous, they crave meaningful connections with the causes they support, and they’re ready to take action when those connections are nurtured.

This day is about more than just dollars raised. It’s a chance to bring new supporters into your mission while continuing to engage the loyal donors who sustain your work. GivingTuesday is proof that generosity is evolving—and that it’s more multifaceted than ever.

Nonprofits that treat this day as an opportunity to strengthen community connections, rather than just a fundraising appeal, are leading the way. The data makes one thing clear: GivingTuesday doesn’t just complement year-end giving—it amplifies it.

As you reflect on this year’s efforts, know that the connections you’ve built and the trust you’ve fostered will carry your mission forward, far beyond a single day. Keep creating those moments of magic.

They matter.

Riddle of the Week

I’m busiest in the afternoon,

As online gifts come in soon.

But offline gifts are larger still,

Proving generosity fits the bill.

My donors are both new and old,

With engagement that’s pure gold.

What am I?

Think you’ve cracked it? Reply in the comments with your answer! (Hint: Look to our GivingTuesday trends for clues!)