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The Long-Term Impact of GivingTuesday Donors

The Blackbaud Institute, which focuses on research around social impact, recently issued a report alongside GivingTuesday, a movement that aims to inspire generosity. This study not only showcases the long-term impact of donors who contribute on GivingTuesday but also provides strategies for nonprofits to maintain year-round donor engagement.

According to the findings, donors who participate on GivingTuesday are significantly more inclined to make repeat contributions compared to those who donate at other times during the year. Remarkably, the analysis revealed that in 2024, a staggering 65% of GivingTuesday donors contributed again in 2025, highlighting a much higher retention rate than the average donor who gave earlier in the year. This positive trend has been consistent over the last five years, reinforcing the lasting value that GivingTuesday offers.

Woodrow Rosenbaum, the Chief Data Officer of GivingTuesday, emphasized, "GivingTuesday is not merely about one day of charitable giving. Our research illustrates that it serves as a gateway to fostering enduring donor relationships." This sentiment is echoed by Carrie Cobb, Blackbaud's Chief Data and AI Officer, who remarked on the clear and consistent data: individuals who contribute during GivingTuesday tend to remain engaged.

Another exciting aspect of the report is the notable growth in average donation sizes across different generations. With shifting federal funding landscapes, the study suggests that fundraisers should increasingly focus on individual donations moving forward. Here are some critical findings from the report:

• - Higher Retention Rates: About 65% of those who donated on GivingTuesday did so again in 2025, compared to a mere 52% of all donors.
• - Record-Breaking Donations: In 2024, the GivingTuesday event achieved a remarkable milestone, with total donations soaring to $3.6 billion, thanks to participation from an impressive 36 million individuals in the U.S.
• - Increased Gift Sizes: The average gift on GivingTuesday reached $506 in 2024, while the median gift was $75, both of which represent substantial increases from 2019 figures.
• - Distinct Generational Trends: The report highlights various participation trends among different age groups. For instance, Generation Z made up 7% of first-time donors, with their median gift doubling since 2019 to $50. Meanwhile, Millennials constituted 18% of first-time contributors and boasted a retention rate of 48%. Gen X increased their median gift to $100, and Baby Boomers emerged as the largest group of donors at 41%, with a retention rate of 54%. The Silent Generation exhibited the highest retention, coming in at 58%.

The report suggests that around $52 billion in additional annual giving could be unlocked, especially with the application of artificial intelligence (AI) to enhance fundraising strategies. Nonprofits can utilize AI to customize messages for various generational donor segments, identify overlooked donation opportunities, and automate ongoing engagement throughout the year.

To aid nonprofits gearing up for the next GivingTuesday on December 2, 2025, Blackbaud has provided numerous resources, including:

• - The Ultimate End-of-Year Fundraising Toolkit
• - Email and Social Media Templates for GivingTuesday
• - A comprehensive 12-Week Planning Guide for GivingTuesday

Both the Blackbaud Institute and GivingTuesday remain committed to furnishing the social impact sector with insightful resources and actionable strategies free of charge.

About the Initiatives

GivingTuesday

Launched in 2012 with roots at New York's 92nd Street Y, GivingTuesday has blossomed into a global movement that encourages acts of kindness and generosity year-round. With over 100 countries participating, the initiative has inspired millions to collaborate and celebrate the spirit of giving.

Blackbaud Institute

The Blackbaud Institute leverages extensive data and expert insights to empower organizations within the social impact ecosystem. Their research-driven approach aims to equip nonprofits with actionable strategies designed to enhance their overall impact. All resources from the Blackbaud Institute are freely available for those seeking to drive meaningful change.

Ultimately, the partnership between GivingTuesday and the Blackbaud Institute exemplifies the profound effects that collective generosity can have, reinforcing the importance of sustained engagement for nonprofits and the communities they serve.