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Digital Agency Whole Whale Announces Official 2024 GivingTuesday Predictions

Digital agency Whole Whale, the publishers of this podcast, have announced their annual GivingTuesday generosity predictions. Based on Whole Whale analysis that incorporates an adjusted linear regression, trends in Google Search terms around “Giving Tuesday,” and national giving trends, we predict that $3.5 Billion will be raised on Giving Tuesday 2024. This will be a 11% or ~$470 million increase over 2023’s record-breaking $3.1B.

This year is less predictable due to a number of factors that we see impacting this macro-giving.

Some of the negative indicators that we think could slow giving:

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  National US election pulling attention and funds leading up to the day.

  
  


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  Inflation concerns with rising rates cooling the economy.

  
  


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  A hangover from reduced giving in 2023 continues to depress giving this year.

  
  

 

Some of the positive indicators that may help Giving Tuesday results:

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  Low unemployment traditionally maps to increased giving.

  
  


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  Consumer spending is increasing YoY.

  
  

What Happened in 2023?

“$3.12 Billion was raised on Giving Tuesday 2023, with a 10% decline in participation, sadly missing our expectations of $3.45B”

– George Weiner, Whole Whale

 

The GivingTuesday Data Commons estimated on Nov 30th that giving in the United States alone on November 28th (Giving Tuesday) totaled $3.1 billion, a modest increase of 0.6% from 2022. 

 

The GivingTuesday Data Commons has excellent resources on quarterly fundraising data from the nonprofit sector. Reports like the GivingTuesday GivingPulse report can be beneficial to nonprofits trying to analyze trends throughout the year.