On Tuesday, Nov. 27, nonprofit organizations can tap into the power of #GivingTuesday, thanks to a collaboration of Facebook and PayPal. The partners will match a total of up to $7 million in donations made on Facebook to eligible U.S.-based nonprofits.
According to Facebook’s calculations, Giving Tuesday raised about $301 million last year; 15% of that on Facebook. That’s up from 4% of the $180 million that was raised in 2016.
Giving Tuesday falls on the first Tuesday after Thanksgiving and is widely considered both a national day for donating to charity, and an unofficial kick-off for nonprofits ramping up their holiday season and end-of-year fundraising campaigns.
#GivingTuesday was created by the team at the Belfer Center for Innovation & Social Impact at the 92nd Street Y — a cultural center in New York City that, since 1874, has been “bringing people together around the values of service and giving back.” #GivingTuesday is a worldwide effort to connect people and organizations around the one common goal: “to celebrate and encourage giving.”
This year, Facebook and PayPal will start matching donations at 8 a.m. ET on Tuesday, Nov. 27, until $7 million in donations is reached or at 11:59pm PT that day. Matches will be paid within 75 days of Giving Tuesday 2018. Nonprofit groups will receive an email notification confirming the match.
For nonprofits that want to participate in an online giving campaign, Facebook provides an online guide with step-by-step instructions on how to start. If your organization is planning on participating in #GivingTuesday 2018, or in the future, it is recommended that you set up your Facebook donations account and start promoting it to your “friends and family” list and other consistuents as soon as possible, since you will be competing with tens of thousands of other organizations that day for donations. It is worth noting that nonprofits using Facebook Payments to process donations pay no fee.
If you are wondering if it is worth the effort, a recent report shows that on #GivingTuesday last year, 475,000 people donated $45 million to 46,000 organizations, More importantly, “75% of those who gave were first-time donors on the platform — and nearly 20% of those people gave again to either the same or another organization within a few months of the event,” reports FastCompany.com.
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