Launched in the US in 2012 and promoted by the Charities Aid Foundation in the UK from 2014, Giving Tuesday (December 1st 2015) encourages people and business to give money, time or voice to supporting a good cause.

In conjunction with Toluna, global online community panel specialists, we polled over 2,100 UK consumers, for the first time, to measure the impact of Giving Tuesday.

In summary, it is clear that awareness of Giving Tuesday (25%) is in its infancy relative to the established Black Friday (95%) and Cyber Monday (86%).

Nevertheless, a half of those aware claimed to have helped a good cause on Giving Tuesday and in 2014, there was a 90% uplift in donations directly attributable to the #GivingTuesday movement – source:

Interestingly, it appears that Giving Tuesday is best at reaching 16-34’s (awareness: 40%; giving: 25%) – this may well be linked to the targeted use of social media campaigns, including #GivingTuesday and @GivingTuesdayUK.

Next week, we’ll report on the consumer response to Small Business Saturday (December 5th) and Manic Monday (December 7th) in the frenetic run-up to Christmas 2015.Giving Tuesday