Gender Differences in #GivingTuesday Participation

Abstract

Understanding the role gender plays in philanthropy empowers organizations to engage their donors most effectively and increase their giving. This is true throughout the year and particularly on #GivingTuesday, a day designated to maximize philanthropic giving. Since it began in 2012, #GivingTuesday has grown significantly in participation numbers and total dollars donated. #GivingTuesday, celebrated on the Tuesday after Thanksgiving, provides a unique opportunity for nonprofit organizations to incorporate nontraditional fundraising methods into their efforts and to engage with donors online. For nonprofit leaders and fundraisers, a successful #GivingTuesday requires understanding how and where donors tend to give.