Fewer people donated to charity on Giving Tuesday than last year, but those who did donate gave more, early indications from the annual fundraising campaign suggest.
Giving Tuesday was launched in the US in 2012 and encourages people to do good things for the causes close to their hearts in bid to combat the materialism of Black Friday and Cyber Monday.
This year’s event, held on 27 November, was the fifth time Giving Tuesday had taken place in the UK. Last year’s event raised more than £235m internationally.
The Charities Aid Foundation, which runs the event in the UK, said in a statement today it was too early to get a full picture of how much was raised on the day.
But it said the early indications from the fundraising platform Virgin Money Giving "suggest that fewer people gave compared with #GivingTuesday 2017.
"Crucially, though, those that did donate gave more on average than last year."
And a YouGov survey commissioned by CAF suggested that Giving Tuesday could prompt almost 1.5 million people to for something for charity.
The survey of 2,013 adults in the UK found that, of those who had heard of Giving Tuesday, 26 per cent said they would be likely to donate, volunteer or otherwise support a charity as a result of the event.
This equates to about 1.5 million people when extrapolated to the general population, CAF said.
The figures released by CAF suggest that about 11 per cent of respondents had heard of the event.
The Giving Tuesday hashtag was the top-trending hashtag on Twitter during the day, reaching an estimated 41 million people in the UK alone, according to CAF.
Ben Russell, director of communications at CAF, said: "This year’s #GivingTuesday has built on its strong tradition of promoting the world of difference that charities make to people’s lives.
"As important as raising money is, #GivingTuesday is about so much more than that. It’s an opportunity to raise awareness, say thank you and encourage people to give their time, talk to friends about causes and do something for neighbours and friends.
"I’d like to express our gratitude to everyone who joined in the spirit of giving last week."
The Big Give match-funding scheme also launched its annual Christmas Challenge for #GivingTuesday and raised £4.5m for charities this year, compared with £4.3m in 2017.