Black Friday sales. Flash mobs. Even Election Day. The common denominator is that each of these efforts is
designed to maximize participation at a specific date and time, even when other outlets are available for nearly identical behaviors.
And so the craze has moved to the world of philanthropy. In fact, dedicated days of giving are dominating the nonprofit fundraising landscape in December.
Consider that on Giving Tuesday this year – November 29, 2016 – saw $47.7 Million donated online nationally during these 24 hours, with 33% more nonprofits receiving a donation this year versus 2015. Looking a bit further back to 2012 when the Giving Tuesday effort began, there has been a 317% increase. And in my resident state of Colorado, we saw $33.8 Million raised in the 24 hours of Colorado Gives Day on December 6 – an 18% increase over last year’s campaign – a full week after the national windfall of Giving Tuesday.