Giving Tuesday 'supported by 4.5 million people'

The Charities Aid Foundation, which introduced the concept to the UK, cannot say how much was raised, but claims one in 10 adults supported a good cause on the day

Giving Tuesday: began in the US
Giving Tuesday: began in the US

An estimated 4.5 million people in Britain supported last week’s Giving Tuesday, making it the most successful yet, according to the Charities Aid Foundation.

CAF said it was not possible to say how much money was raised on 29 November, but just under one in 10 adults in Britain supported a good cause on the day, whether that was donating money, fundraising, volunteering time or talking to friends and families about the work of charities. This was an increase on the 6 per cent who took part last year, according to research commissioned by CAF.

Giving Tuesday started in the US in 2012 to encourage people and businesses to do something charitable on the Tuesday after Thanksgiving and as an antidote to the consumerism of Black Friday. It was introduced to the UK by CAF in 2014.

Indicative results from online fundraising platforms show a significant spike in the volume of donations on the day, CAF reported, although figures for the amounts donated have not been released by the individual organisations.

According to CAF, donations were up by 500 per cent for the charity and community group membership network Localgiving, compared with last year.

They were up by 180 per cent for BT MyDonate, the fundraising and donations platform Virgin Money Giving said gifts were up by 103 per cent, and Blackbaud’s online fundraising platform everydayhero said donations were up by 92 per cent compared with last year.

The online match-funding campaign The Big Give said its Christmas Challenge, which was launched on Giving Tuesday, this year raised more than £7.2m for 332 charities from a record high of more than 17,000 donations.

CAF said its research showed that momentum for the day was building, with 13 per cent of those surveyed saying they had heard about the day this year – an increase from 9 per cent last year and 5 per cent in the campaign’s first year.

Giving Tuesday was the UK’s top trend on Twitter on the day from 8am until 5.30pm, said CAF.

Kim Roberts, senior campaigns officer at CAF, said the "huge response" to Giving Tuesday would have a lasting impact on improving lives.

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