#givingtuesday could be biggest yet for fundraising and social media

Figures compiled for the Charities Aid Foundation show online mentions have been 10 per cent greater than last year

Initial figures indicate that #givingtuesday 2017 could be the biggest year for fundraising since the event was launched in the UK four years ago, according to the Charities Aid Foundation.

Coordinated in the UK by CAF, #givingtuesday is "a global day of action aimed at getting people thinking about others during Christmas and raising millions of pounds".

This year, figures compiled by the social intelligence group Brandwatch on behalf of CAF show that the campaign has been mentioned online more than 48,000 times – up by 10 per cent on 2016 – with the #givingtuesday hashtag being the UK’s top trend on Twitter between 8.30am and 5.30pm.

In addition, #givingtuesday appeared in Twitter newsfeeds 882 million times on the day in the UK alone. The split between women and men mentioning the day online was 60:40. A word cloud from CAF shows how the day dominated social media:

givingtuesday

Many leading figures and celebrities got behind the campaign, including the Virgin founder Richard Branson and the actors Emma Watson and Ricky Gervais, who highlighted #givingtuesday on social media.

Numerous charities and commercial organisations also got involved, including the credit card company Mastercard, whose employees have been able to make donations to charity that the company matched. Mastercard holders who made donations of £5 to the World Food Programme had their donations doubled.

Facebook matched donations on its platform up to £200,000, and RBS matched staff payroll giving donations. More than 2,000 organisations became #givingtuesday partners this year, up from about 1,600 in 2016.

The Big Give, a non-profit website that helps donors to find and support charities in their fields of interest, reported donations totalling £4m on the day. This was lower than last year’s £4.3m, but represented more than 9,000 donations, and increase on last year’s total of 8,500.

Meanwhile, the online payment company PayPal said that $64m was donated to charities and non-profits through its platform globally, marking a 33 per cent increase in donations from the previous year, with donations originating from 175 countries.

Ben Russell, director of communications at CAF, said: "It’s wonderful to see how #givingtuesday continues to go from strength to strength in the UK.

"While #givingtuesday might be only one day, it offers the opportunity for people to try out ideas they can use throughout the year. Indeed, the response it generated in people donating money, giving up their time or finding out about good causes they might not otherwise have heard of through friends, family and social media, will have a lasting impact on good causes around the world."

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