Giving Tuesday (November 29th 2016), promoted in the UK by the Charities Aid Foundation (CAF), 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 1,500 UK consumers, for the second year, to measure the impact of Giving Tuesday.
In summary, it is clear that awareness of Giving Tuesday (31%), whilst growing, lags the more established, commercially orientated, and heavily marketed Black Friday (95%).
Nevertheless, 1 in 10 claimed to have helped a good cause on Giving Tuesday and CAF are reporting a strong uplift in ‘on the day’ donations and support for the #givingtuesday movement – source: www.givingtuesday.org.uk.
Our poll results suggest that although awareness has built year-on-year (+5% points), it appears that the pool of active supporters is static (13%), but in light of CAF reports, contributing more of their money, time or voice to good causes.
Giving Tuesday is fuelled through targeted use of social media campaigns, including the #givingtuesday and @givingtuesdayuk handles, and once again, has proved best at reaching 16-34’s (awareness: 41%; giving: 23%).
Next week, we will report on the consumer response to Small Business Saturday (December 3rd).
