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Wednesday, November 29, 2017

Charity Navigator's Post-#GivingTuesday Breakdown

With yet another #GivingTuesday behind us and Giving Season starting to ramp up, the Charity Navigator team wanted to share some of the great generosity of our site users and highlight some of the data we collected yesterday.

One of the most exciting points is that donations to charities on our site via our Giving Basket were up 49% from #GivingTuesday 2016. With a donation growth this large, Charity Navigator is thrilled to see more individuals increasing their donations from last year. In addition to donations growing almost 50%, we saw an increase of 40% in donors using the Giving Basket. Each overall user made more donations this year on #GivingTuesday as well. Combined, all of those users and donations lead to a 28% increase in dollars donated! There also is a larger pool of charities that users decided to support this year, with the number of charities who received at least one donation via the Giving Basket increasing 24% from last year.

There are a few things that we can see having a positive impact on the difference in donations and users. The first is that we now rate over 9,000 charities! We also launched impact data on our website, through a partnership with Classy, GlobalGiving, and GuideStar. Both are crucial factors in this increased spread of donations to a larger number of charities. Of users who started seeing Impact data on our site on Tuesday, there were close to 300 requests for charities that don’t already participate with our Partners to provide Impact-Related Data. We had 550 responses to our feedback survey, and 94% found the Results Information useful! Stay tuned for more scientific results on our inclusion of Impact data on our site after we collect further data through this giving season!

All of this growth in donations via the Giving Basket were even more impressive considering overall site visits were up almost 15%. This means that more of the users coming to our site and were able to find charities they wanted to support and decided to donate via our site. Mobile visits to our website increased 25% from last year and tablet users increased by 45%! This #GivingTuesday also represents a shift of donation activity away from desktop and into an increasingly on-the-go (or on-the-couch) environment. We’re excited by this shift, as 45% of our visitors on #GivingTuesday 2017 were 55 and older.

Check back in to learn more about the different metrics of Giving Season on the Charity Navigator blog!

Written by Matt Dragon, Director of Engineering at Charity Navigator.

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