This year’s #givingtuesday reached more people in Britain than ever before, making it the most successful yet, the Charities Aid Foundation can reveal today.
An estimated 4.5 million people in Britain did something to support a good cause on the day whether donating money, fundraising, volunteering time or talking to friends and family about the work of charities.
The research, commissioned by CAF, shows awareness of #givingtuesday is building momentum every year. Across Britain 13% (equivalent to 6.4 million) said they had heard about the international day of giving this year- up from 9% last year and 5% in the campaign’s first year.
Just under one in ten adults (9%) in Britain took part in the day, up from 6% who took part last year, according to the Comres poll which was carried out on the two days immediately following #givingtuesday.
The Comres tracker also found that, among those aware of #givingtuesday, one in three (33%) said they would do something for charity in future as a result of the campaign. It suggests charities are set to reap longer-term benefits from the campaign, which is led in the UK by the Charities Aid Foundation.
While #givingtuesday is not a traditional fundraising appeal, indicative results from online fundraising platforms show a signification spike in donations on the day.
Compared to 29th November last year, donations were up 500% for Localgiving, up 180% for BT MyDonate, up 103% for Virgin Money Giving and up 92% for everydayhero, a Blackbaud company.
PayPal which ran a matching campaign here in the UK once again broke the GUINNESS WORLD RECORDS® for most amount of money donated to charity online in 24 hours, with $48m donated globally on #givingtuesday. This breaks the record set on last year’s #givingtuesday.
CAF, which ran a #givingtuesday promotion throughout November on its charity accounts, saw a 75% increase in new charity account openings compared to the same month last year.
Kim Roberts, Senior Campaigns Officer at CAF, said:
“It is brilliant to see that #givingtuesday continues to get bigger and better every year.
“In 2016 we not only had a record number of charities and businesses involved, but millions of people up and down the country embraced the opportunity to do good stuff for a cause they cared about.
“All of those who got involved and backed the campaign have helped to show what a positive difference can be made when people unite in support of good causes.
“While #givingtuesday may only be one day, the huge response it helped to generate in people donating money, giving their time or finding out about charities they may not otherwise have heard of, will help to make a positive difference for a long time to come.
A record 1,600 UK charities and businesses were #givingtuesday partners this year and for the first time the day was supported by TV advertising on Sky and BT, full page adverts in the Financial Times and a Royal Mail postmark, all donated to the campaign.
The #givingtuesday hashtag was the UK’s top trend on Twitter from 8am to 5.30pm, with huge numbers of celebrities, politicians, businesses and leading charities tweeting about it.
Some of the day’s highlights included:
Talking about good causes
- British celebrities and well known figures supporting the campaign this year included: Arlene Phillips, Ben Shephard, B*witched, Candice Brown, Cara Delevingne, David Tennant, Fleur De Force, Lorraine Kelly, Mama Twist, Mario Falcone, Martin Lewis, Nicola Sturgeon MSP, Poppy Dinsey, Reggie n Bollie, Richard Branson, Richard Jobson, Ricky Gervais, Ruth Langsford, Rylan Clark Neal, Sarah Millican, Sean McGuire, Theo Paphitis, Tom Daley, Tony Robinson and Vicky McClure.
- First Group announced that staff had raised £500,000 for charities through payroll giving, pledging portions of their monthly salaries.
- MPs took an hour out of their day to sing Christmas carols on College Green as part of the Singing for Syrians appeal.
- Dozens of lottery winners spent the day building gingerbread playhouses for four charities across the UK.
- Former star of ITV 2’s The Only Way Is Essex Sam Faiers visited Haven House Children’s Hospice in Woodford Green to lend support to their Christmas fundraising appeal.
- More than 10,000 Morrisons customers added a £1 donation to their shop on the day, in support of the supermarket’s partner charity Sue Ryder.
- The Big Give Christmas Challenge raised £4.3 million by the end of #givingtuesday, with more than 8,500 donations to the 332 charities taking part in the challenge. People can still double donations at thebiggive.org.uk.
- Pembroke College Cambridge raised over £13.500 on the day for Jo Cox Studentship in memory of the late MP.